marketing principles

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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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