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Identify a market leader's action aimed at stimulating selective demand among later
adopters.
A.Maintaining/improving customer satisfaction and loyalty
B.Encouraging/simplifying repeat purchase
C.Differentiated positioning against competitive offerings
D.Reducing attractiveness of switching
Opportunities are attractive at the micro level on the market side when:
A.the target market is unlikely to grow.
B.the source of customer pain and its resolution is unknown.
C.the market offering does not provide customer benefits that other solutions do.
D.the company has other segments for which the currently targeted segment may
provide a
springboard.
Identify the first step in the performance measurement process.
A.Evaluating data
B.Setting performance standards
C.Specifying feedback
D.Obtaining data
Business-level strategies allocate resources:
A.among businesses in the corporate portfolio.
B.across functions shared by multiple businesses.
C.among product-market entries in the business unit.
D.across components of the marketing plan for a specific product-market entry.
Which of the following strategies is most effective in a market that is relatively
homogeneous in relation to customer needs and purchase criteria?
A.Fortress strategy
B.Market expansion strategy
C.Contraction strategy
D.Flanker strategy
Which of the following provides a basis for comparing the economic returns to be
gained from investing in different businesses pursuing different strategies or from
alternative strategies that might be adopted by a given business unit?
A.Value-based planning
B.BCG growth matrix
C.Corporate mission statement
D.Backward integration
Which of the following marketing programs is used by pioneers as a niche penetration
strategy to increase the customers' ability to buy?
A.Moving relatively quickly to expand offerings to appeal to multiple segments
B.Offering free trial or extended warranty policies to reduce target customers' perceived
risk
C.Attempting to maintain margins at level consistent with value of product to early
adopters
D.Starting with high price but bringing out lower-priced versions in anticipation of
competitive entries
Which of the following is the first stage of the customer experience process?
A.Transaction
B.Production promotion, customer acquisition, and brand building
C.Customer insight
D.Customer support and service
The primary objective of the early share leader, usually the market pioneer, in a growth
market is _____.
A.share reduction
B.share growth
C.share maintenance
D.mass-market penetration
Which of the following relates to shared programs and synergy for a low-cost defender
business strategy?
A.Little synergy in areas central to differentiation---shared programs elsewhere
B.Relatively little synergy---few shared programs
C.No synergy---no shared programs
D.High level of synergy and shared programs
_____ businesses usually operate in broad, dynamic domains where neither technology
nor customer segments are well established.
A.Prospector
B.Differentiated defender
C.Low-cost defender
D.Analyzer
Which of the following examples best illustrates perceptual positioning?
A.General Foods' breakfast cereal in new chocolate and honey flavors
B.Volvo's new venture into making fighter planes
C.L'Oreal's new range of water resistant lipstick in fruit flavors
D.Colgate's toothpaste with enhanced freshness of breath and sparkly teeth
Which of the following statements about market-oriented firms is true?
A.They are characterized by a consistent focus on customers' needs by personnel in all
departments.
B.They pay attention to customer research only after the product has been in the market
for a few years.
C.They are slower and less willing to adapt products and functional programs to fit
environmental changes.
D.They refrain from using cross-functional teams during the development of new
products.
