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189) An alternate way to increase sales volume is to increase the usage rates among users by
having consumers use the product in new ways.
190) An alternate way to increase sales volume is to increase the usage rates among users by
entering new market segments.
191) The prime objective, during the introduction stage of a product life cycle, is to maximize
market share.
192) The product strategy during the maturity stage of the product life cycle should be to build
more intensive distribution.
193) During economic downturn, the potential value and profitability of some target consumers
may change.
194) Heavy focus on price reductions and discounts during recession allow firms to improve
long-term brand equity and price integrity.
195) With respect to positioning, explain points-of-parity and points-of-difference.
196) Describe three methods by which a brand can communicate category membership.
197) Which three groups of customers can help expand a firm's market demand?
198) Which three groups of marketers help satisfy a customer's needs?
199) What is counteroffensive defense? Explain with an example.
200) Characterize the four broad strategies often employed by market followers to meet their
competitors.
201) What are end-user and vertical-level specialists?
202) What is fashion?
203) What must the firm do to sustain rapid market share growth?
204) Which are the three ways to change the course for a brand?
205) Explain how luxury brands can benefit during an economic recession from having lower-
priced brands or sub-brands in their portfolio?
206) Define a brand mantra and provide an example of a brand mantra.
207) Define leverageable advantage with an example.
208) How does a company differentiate its market offerings using employee differentiation?
Provide an example of a company using employee differentiation.
209) Describe the three strategies that are necessary for a market leader to accomplish to stay on
top.
210) Your marketing manager has asked you to develop a new customer strategy for your
company. Additionally, you have been asked to develop, specifically, a market-penetration
strategy to assist in gaining new customers. Describe a market-penetration strategy in this
context.
211) Assume that your firm is a market leader in manufacturing detergent. How would the firm
use position defense as a defensive marketing strategy to maintain its share?
212) If you were asked to develop a mobile defense for your products that are likely to come
under attack from a market challenger, what would you suggest?
213) As a brand manager of a firm that manufactures denim jeans, how will you implement a
preemptive defense marketing strategy to meet an anticipated competitive challenge?
214) The cost of buying higher market share through acquisition may far exceed its revenue
value. Which are the four factors a company should consider before doing so?
215) Who are the ideal opponents of a market challenger?
216) Describe frontal attack as a general market-challenger attack strategy.
217) Assume that you are the marketing manager of a firm that manufactures athletic shoes. How
will you launch an encirclement attack on your competitor?
218) The marketing manager of a firm that manufactures cotton cloth has chosen the bypass
attack as a means of responding to an industry leader. How will the manager go about launching
this type of attack?
219) What is a guerilla attack?
220) How can a firm choose a specific attack?
221) Describe a counterfeiter as a market-follower.
222) If your company, which is a market follower, was labeled as an imitator, what would its
primary strategies for meeting competition be?
223) Who is a market-nicher?
224) The market nicher is a specialist. Characterize the end-user specialist role that can be
assumed by the market nicher.
225) What is a product-feature specialist?
226) What are fads?
227) What is the criticism of the product life-cycle concept?
