Mastering Strategic Marketing
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Questions and Answers

Which of the following is important for achieving competitive advantage in strategic marketing?

  • Comparing yourself to the competition
  • Acquiring marketing assets
  • Building on core competencies (correct)
  • Focusing on weaknesses

    • What is the focus of the resource-based view of the firm (RBV) of competitive advantage?

  • Next generation products
  • Strengths and weaknesses (correct)
  • Marketing capabilities
  • Current marketing assets

    • What are marketing assets in strategic marketing?

  • Skills and processes in which you excel
  • Processes that deploy assets
  • Potential marketing resources
  • Resource endowments (correct)

    • What are marketing capabilities in strategic marketing?

    <p>Processes that deploy assets</p> Signup and view all the answers

    What does the term 'exploitable marketing assets' refer to in strategic marketing?

    <p>Current, potential, and defensibly unique assets</p> Signup and view all the answers

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