_______ for a firm identifies which brand elements a firm chooses to apply across the
various products it sells.” In business markets, the most significant aspect of branding
strategy is deciding on the brand hierarchy to pursue.
a. brand equity
b. branding strategy
c. brand hierarchy
d. brand loyalty
The firm’s _______ refers to the time it takes to complete a development cycle.
a. speed-to-market
b. market strategy
c. learning
d. efficiency
The degree to which targeted customer firms are actually reached and served by the
appropriate kind and number of channels is _______. A further demand is that
managers match customer requirements and preferences with the capabilities of
alternate channels.
a. exposure
b. coverage
c. distribution intensity strategy
d. total customer experience
Cooper has proposed a next-generation product development process that is different
from stage-gate models of the realization process because of ________. that is, it is
fluid and adaptable, with overlapping and fluid stages for greater speed.
a. fluidity
b. fuzzy gates
c. focused
d. flexible
_______ entails actions firms take in interdependent relationships to achieve mutual or
singular outcomes with expected reciprocation over time. To encourage it, business
market managers promote shared norms concerning how to work together, how to
jointly create value, and how to share benefits.
a. Cooperation
b. Mediation
c. Commitment
d. Coordination
The process of _______focuses on gaining an order as quickly as possible. In fact,
advocates urge salespeople to structure the entire sales call as a prelude to closing or
“asking for the order.”
a. adaptive selling
b. transactional selling
c. consultative selling
d. enterprise selling
When comparing one product offering to the next-best-alternative, value elements
where there are no apparent differences between the two offerings are termed _______.
a. points of parity
b. points of difference
c. value word equations
d. points of contention
_______ means performing similar activities better than rivals perform them.
a. Crafting market strategy
b. Operational effectiveness
c. Strategic positioning
d. Strategy