marketing principles

8464 WordsNov 4, 201334 Pages
Chapter 18 Creating Competitive Advantage 1) Of the following successful marketing strategies in the past, today 's Nike has learned that the most important is ________. A) creating a recognizable brand image B) having creative advertising C) building deep community with customers D) maintaining big-name endorsers E) moving into new product categories, sports, and regions of the world Answer: C Diff: 2 Page Ref: 527 Skill: Concept Objective: 18-1 2) To gain ________ requires delivering more value and satisfaction to target consumers than competitors do. A) competitive advantage B) competitor analysis C) benchmarking D) a market-center E) a target advantage Answer: A Diff: 2 Page Ref: 528 Skill: Concept…show more content…
A) industry B) market C) segment D) niche E) expanded Answer: B Diff: 2 Page Ref: 529 Skill: Application Objective: 18-1 13) From a/an ________ point of view, Pepsi might see its competition as Coca-Cola, Dr Pepper, 7UP, and the makers of other soft drink brands. From a/an ________ point of view, however, the customer really wants "thirst quenching." A) market; industry B) market; consumer 's C) industry; competitive D) industry; market E) company 's; consumer 's Answer: D Diff: 2 Page Ref: 529 AACSB: Analytic Skills Skill: Application Objective: 18-1 14) All of the following are fundamental questions that a marketing management team considers when assessing competitors EXCEPT? A) What are competitors ' objectiveswhat does each seek in the marketplace? B) What is each competitor 's strategy? C) What are various competitors ' strengths? D) What are various competitors ' locations? E) What are various competitors ' weaknesses? Answer: D Diff: 2 Page Ref: 530 Skill: Concept Objective: 18-1 15) Each competitor has a mix of objectives. The company wants to know the relative importance that a competitor places on all of the following EXCEPT ________. A) company history B) current profitability C) market share growth D) cash flow E) technological and service leadership Answer: A Diff: 2 Page Ref: 530 Skill: Concept Objective: 18-1 16) A company

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