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1. Question 1
0 out of 5 points
Sony was the pioneer and early share leader in the videocassette recorder industry with its
Betamax technology. But Matsushitas longer-playing and lower-priced VHS format
equipment proved much more popular with consumers, and dethroned Sony as industry
leader. This example underlines that
Answer
Selected Answer:
A.
Pioneers in new product-markets always manage to leverage their competitive advantages
as the market grows
Correct Answer:
B.
Firms cannot always rely on their competencies to maintain share leadership in a market
1. Question 2
0 out of 5 points
Identify a market leaders action aimed at stimulating selective demand among later
adopters.
Answer
Selected Answer:
A.
Maintaining/improving customer satisfaction and loyalty
Correct Answer:
C.
Differentiated positioning against competitive offerings
1. Question 3
0 out of 5 points
Which of the following statements is associated with the fortress strategy?
Answer
Selected Answer:
A.
Leader defends its relative market share by expanding into a number of market segments
Correct Answer:
D.
Leader develops a strong position when potential customers have relatively homogeneous
needs
1. Question 4
5 out of 5 points
Identify the characteristics of competitors of the market expansion strategy.
Answer
Selected Answer:
A.
Current or potential customers have relatively limited resources and competencies with
respect to marketing and R&D
Correct Answer:
A.
Current or potential customers have relatively limited resources and competencies with
respect to marketing and R&D
1. Question 5
0 out of 5 points
Identify the primary objective of the confrontation share maintenance strategy.
Answer
Selected Answer:
A.
Appeal to late adopters with same attributes and benefits offered to early adopters
Correct Answer:
C.
Improve ability to win new customers who might otherwise be attracted to competitors
offering
1. Question 6
0 out of 5 points
What action step must a leader take to improve customer satisfaction as competition
enters, or prepares to enter the market?
Answer
Selected Answer:
A.
Leaders sales promotion emphasis should shift from building selective demand to
stimulating primary demand
Correct Answer:
C.
Leader should take steps to improve not only the physical product but customers
perceptions of it as well
1. Question 7
5 out of 5 points
A firm develops line extensions, new brands, or alternative product forms utilizing similar
technologies to appeal to multiple market segments. Identify the strategy employed here.
Answer
Selected Answer:
A.
Market expansion strategy
Correct Answer:
A.
