SMM Unit 6 - 10

What are the four ways a challenger can target its competitors?

What is a primary marketing objective of all competitors in mature markets?

Match the following product quality dimensions with their descriptions:

During the growth stage, a firm can prosper without differentiating its offerings or achieving the lowest-cost position.

The gap between management perceptions and service quality specifications occurs when a firm’s policies concerning customer service are _______ or haphazardly enforced.

What factor determines the strategic attractiveness of declining product-markets?

Product management organizations are characterized by:

Which statement relates to a market management organization?

The matrix form of organization is most characterized by being:

All self-managing teams are based on the concept of:

Based on the market attractiveness/competitive position matrix, what strategy should a firm consider when the market attractiveness is high and the competitive position is strong?

What is true of a mass-market strategy?

Which market strategy is often favored by smaller companies to avoid direct confrontations with larger firms while building volume and share?

What are the steps in a market segmentation process?

Briefly discuss the market attractiveness and competitive position factors.

Explain niche-market and growth-market strategies with relevant examples.

What does brand positioning refer to?

Identify a limitation of physical positioning.

What is characteristic of perceptual positioning analysis of a brand?

Which of the following is characteristic of physical positioning analysis of a brand?

Which of the following is a characteristic of physical positioning?

What is a difference between physical and perceptual positioning?

What best illustrates perceptual positioning?

Marketing decision makers endow products with attributes such as speed of a computer system or roominess of a car. What type of categorization is this based on?

A firm obtains customer perceptions of a new product concept relative to substitute products. What stage of the product positioning process is this?

What is the objective of a strategy that aims to generate cash quickly by maximizing cash flow over a relatively short term?

In a declining market, what is the primary objective of focusing on strengthening position in one or a few relatively substantial segments with potential for future profits?

What is the most probable marketing action by a firm to implement a harvesting strategy in a declining market?

List some causes of market decline.

Explain the profitable survivor strategy.

What concept is illustrated when people share something they like on the web or on their mobile phones?

What role does a firm play when it provides its search engine technology to many branded search engine sites?

______ involves the sale of the same good to many customers, who then combine it with information from other sources and distribute it.

Match the following personalization techniques with their descriptions:

Which of the following refers to products that supplement a firm’s established product line?

Which of the following observations best describes new-to-the-world products?

Which of the following is an appropriate strategic objective for repositionings?

Defending a current market-share position is an appropriate strategic objective for improvements or revisions to existing products.

Which advantage of being a pioneer explains why the pioneer's brand can become the standard of reference customers use to evaluate other brands?

Which of the following advantages of pioneers is particularly pronounced when the product is technically sophisticated and involves high development costs?

Identify the strategy that allows firms to expand their volumes quickly and achieve the benefits of experience-curve effects before major competitors can confront them.

Which of the following elements belongs to the successful late entrants' market strategy?

Identify the firm characteristic of a new product pioneer pursuing the mass-market penetration strategy.

What is a primary objective of mass-market penetration strategies?

Which marketing program is used by pioneers as a niche penetration strategy to increase the customers' ability to buy?

What is the simplest way to enter a foreign market because it involves the least commitment and risk?

Which of the following grants the right to use the company's name, trademarks, and technology?

What involves a company providing technical know-how and components in return for a share of the output that it must sell?

What are the major issues to be considered while designing marketing databases?

What is the process by which a market is divided into distinct subsets of customers with similar needs and characteristics?

Which process entails designing product offerings and marketing programs to establish a unique brand image in the customer's mind?

Identify the scenario emphasizing the impact of income on consumer markets segmented demographically:

AdventureBikes targeting wilderness enthusiasts and PowerDrink's focus on tennis players are examples of segmentation based on:

In which market segmentation, customers are grouped by characteristics of individuals who influence purchasing decisions?

When consumers evaluate product alternatives based on desired characteristics, what is this referred to as?

What is true of behavioral segmentation?

What is true of principle-oriented consumers?

What type of consumer shops for products that demonstrate consumer's success?

What is the degree to which buying activity is centralized and emphasizes cost savings?

What describes a recurring buying situation handled on a routine basis?

When does a modified rebuy situation occur?

What is the first step in constructing a market attractiveness/competitive position matrix?

In which step of evaluating target markets is the market-attractiveness/competitive-position matrix plotted?

Which strategy should a firm consider when market attractiveness is moderate and competitive position is weak?

What strategy should a firm consider when market attractiveness is low and competitive position is strong?

In which stage of the consumer experience process does cash flow from the producer to the consumer?

Which of the following is the first stage of the customer experience process?

In which of the following stages of the customer experience process does information flow from the producer to the customer?

In which stage of the consumer experience process is information about price, terms, delivery, warranty, etc. shared between both the producer and the consumer?

If the customer likes an offering, a(n) _____ ensues, requiring that information about pricing, terms, delivery, and so on flows to the customer, and cash—either now or upon delivery—flows the other way.

In which of the following stages of the customer experience process do firms obtain data from social networking sites and instant messaging?

Which controversial system gauges a customer's desire to buy, measures his means, and sets the price accordingly?

_____ involves companies carefully considering which burdens they can remove from the customer, using digital technologies, and which customers can perform, assessing costs and benefits to both parties.

Which of the following types of business strategies for evaluation and reward systems comprises high incentives based on sales and share growth?

Which of the following types of business strategies is characterized by a moderate level of SBU autonomy?

Which of the following relates to shared programs and synergy for a low-cost defender business strategy?

Which of the following represents the functional coordination and conflict resolution factor for the successful implementation of a low-cost defender strategy?

_____ refers to the division of tasks and activities across positions within the organizational unit.

Centralization refers to:

In which of the following situations are prospector business units and their marketing departments most likely to perform better?

Identify the simplest and most bureaucratic form of organizational design.

Highly structured business units and marketing departments are:

Volvo's emphasis on safety, Toyota's emphasis on reliability, and Norelco's promising a 'close and comfortable shave' highlights which determinant attribute?

Which of the following positioning bases typically includes 'who made it' and 'prior products'?

Which of the following positioning bases is illustrated by a clothing manufacturer’s claim of their shirts being made from pure organic cotton?

Which of the following is an example of using product features as a determinant attribute in positioning?

Rex and Tens, a food manufacturing company, has the following tagline in its ad for a new health drink—Speedheal. 'Find out why thousands of nutritionists across America are recommending Speedheal to their clients.' Which positioning base is used in this Speedheal ad?

A bank positions itself using its deposit safety as an attribute. Why would this positioning not create an impact in the consumer's mind?

Two stores occupy positions comparable to one another on the positioning grid. This indicates that:

Identify the limitation of a product positioning analysis.

Customers are surveyed and asked their preferences among various real or hypothetical product configurations, each with attributes that are systematically varied. This is an example of a:

Both positioning statements and value propositions should reflect a:

_____ is the term marketers use to refer to the value created by establishing customer preference for one’s brand.

Which of the following results when companies create differences between their brands and other brands that consumers perceive as meaningful?

Outline the elements involved with perceptual positioning.

Explain how the result of a brand positioning analysis affects the final decision about where to position a new brand or reposition an existing one.

What are positioning statements and value propositions? Briefly explain their features.

In which of the following stages of the product life cycle do sales increase at a progressively faster rate as more people learn about the product and it becomes readily available?

_____ is designed to obtain as much margin per unit as possible and also enables the company to recover its new product investments more quickly.

Which of the following is true of the introductory stage in a product life cycle?

Which of the following pricing strategies is appropriate during the maturity stage of the product life cycle?

Identify the appropriate response by a firm when its product line is in the mature life cycle stage.

The shakeout stage in a product life cycle is signaled by:

New-to-the-world products can be defined as:

Identify the share maintenance marketing objective for share leaders?

Identify a market leader's action aimed at stimulating selective demand among later adopters?

What is characteristic of a market expansion strategy?

Which strategy involves developing a second product line with features appealing to a specific segment of potential customers?

What does a market leader aim to achieve with the fortress strategy?

Which objective can be achieved with a confrontation strategy for share maintenance?

What strategy is most effective in a market with relatively homogeneous customer needs and criteria?

What action should a leader take to improve customer satisfaction as competitors enter the market?

Identify the strategy employed by Tokomo Motors to protect their primary brands from direct competition.

What strategy is employed by a firm that develops line extensions, new brands, or alternative product forms utilizing similar technologies to appeal to multiple market segments?

In what scenario is strategic withdrawal most likely?

What is the major marketing objective for followers, particularly larger firms entering a product-market shortly after the pioneer?

Which share-growth strategy involves attacking the leader within its primary target market?

What is an appropriate share-growth strategy in a relatively homogeneous market in relation to customer needs and purchase criteria?

Which share-growth strategy is appropriate when customer needs in most segments are already satisfied by competitors?

What strategy would a challenger pursue if its objective is to capture a modest share of repeat purchases in several market segments?

What strategy is appropriate for a market that can be divided into multiple segments, where no brand fully satisfies the needs of customers in all segments?

What strategy involves targeting several untapped segments in the market simultaneously?

Which strategy involves using sales promotion efforts to achieve share growth?

Explain how share gains are worth more in a growth market than in a mature market.

Explain the various ways a challenger can target competitors established in the market.