Question 1
_____ changes products into commodities, making it difficult for companies to earn anything more than subsistence returns from those products.
Disruptive innovation
Modularization
Cannibalization
Segmentation
3 points
Question 2
Which of the following about brands is true?
Brands facilitate promotional effectiveness for sellers.
Brands help reduce prices for buyers.
Brands minimize market segmentation to cater to a larger target.
Brands enhance buyers’ perceived risks.
3 points
Question 3
Superior customer value results from a very favorable use experience of the customer compared to expectations of the customer and the value offerings of competitors.
True
False
3 points
Question 4
_____ are described by different characteristics of customers, the reasons that they buy or use certain products, and their preferences for certain brands of products.
Market shares
Strategic marketing objectives
Market segments
Corporate capabilities
3 points
Question 5
_____ consists of coordinating the organization’s system of brands with the objective of achieving optimal system performance. It focuses on brand interrelations rather than an individual brand.
Strategic brand analysis
Managing the brand portfolio
Leveraging the brand
Brand equity management
3 points
Question 6
Which of the following brand leveraging strategies involves the sale of a firm’s brand name to another company for use on a noncompeting product?
Line extension
Brand extension
Co-branding
Licensing
3 points
Question 7
Co-branding is the sale of a firm’s brand name to another company for use on a noncompeting product.
True
False
3 points
Question 8
Customer linking is an example of an outside-in process.
True
False
3 points
Question 9
The organizational process view of distinctive capabilities requires shifting away from the traditional specialization of business functions toward a cross-functional process perspective.
True
False
3 points
Question 10
Which of the following stages of marketing strategy process considers organizational design and marketing strategy implementation and control?
Implementing and managing market-driven strategy
Designing market-driven strategy
Identifying and evaluating markets, segments, and customer value
Market-driven program development
3 points
Question 11
Stretching the brand vertically consists of launching a new product line in another product class.
True
False
3 points
Question 12
Brand extension consists of two well-known brands working together in promoting their products.
True
False
3 points
Question 13
In a corporate strategy, _____ indicate(s) the dimensions of performance upon which to focus and the levels of achievement required.
corporate objectives
synergies
vision
scope
3 points
Question 14
Marketing plans for specific brands are usually developed at the _____ level.
market-driven management
product group/marketing management
product portfolio management
product/brand management
3 points
Question 15
In the initial stage of competition, the competitors concentrate on market share for end products and profits.
True
False
3 points
Question 16
Company sales divided by the total sales of all firms for a specified product-market determines the _____ of a particular firm.
market potential
absolute threshold
relative market position
market share
3 points
Question 17
Pricing is an example of an outside-in process.
True
False
3 points
Question 18
Preference mapping offers useful guidelines for strategic targeting and product positioning.
True
False
3 points
Question 19
Getting all business functions working together to provide superior customer value is referred to as _____.
customer relationship management
competitor intelligence
cross-functional coordination
centralization
3 points
Question 20
_____ analysis is horizontal and only covers similar types of firms and operating practices of the firms.
Value chain
Industry
Market segmentation
Customer profile
3 points
Question 21
Using the same brand name to market one or more lines of related goods which represent different categories, such as Crest toothpaste, brushes, and floss, is referred to as _____.
corporate branding
product-line branding
combination branding
private branding
3 points
Question 22
Which of the following is the final phase of competition?
Partnering of companies with the objective of controlling industry standards
Companies competing in identifying product concepts
Competitors concentrating on market share for end products and profits
Firms focusing on building competencies
3 points
Question 23
Which of the following stages of marketing strategy process consists of brand, value-chain, pricing, and promotion and selling strategies designed and implemented to meet the value requirements of targeted buyers?
Implementing and managing market-driven strategy
Designing market-driven strategy
Identifying and evaluating markets, segments, and customer value
Market-driven program development
3 points
Question 24
Which of the following is a function of brands for sellers?
Reduce sellers’ perceived risks
Facilitate low production costs
Diminish market segmentation, offering products to a larger target
Facilitate the introduction of new products
3 points
Question 25
_____ consist(s) of deciding the scope and purpose of the business, the objectives, and the resources necessary to achieve the objectives.
Marketing strategy
Corporate strategy
Market sensing
Channel bonding
3 points
Question 26
For buyers, brands play the function of:
aiding repeat purchases.
reducing premium pricing.
minimizing buyers’ perceived risks.
facilitating brand loyalty.
3 points
Question 27
Product life cycles are becoming longer for many products due to new technology, rapidly changing preferences of buyers, and intense competition.
True
False
3 points
Question 28
_____ involves extending the core brand identity to a new addition to the product line, or to a new product category.
Strategic brand analysis
Managing the brand portfolio
Leveraging the brand
Brand equity management
3 points
Question 29
_____ consist(s) of the benefits and costs resulting from the purchase and use of products as perceived by the buyer.
Customer value
Distinctive capabilities
Spanning process
Market sensing
3 points
Question 30
A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers is known as a(n) _____.
product
merchandise
brand
advertisement
3 points
Question 31
_____ are complex bundles of skills and accumulated knowledge, excised through organizational processes, that enables firms to coordinate activities and make use of their assets.
Business clusters
Competitor faculties
Cross functions
Distinctive capabilities
3 points
Question 32
_____ seeks to place the brand in the eyes and mind of the buyer and distinguish the product from those in competition.
Customer relationship strategy
Positioning strategy
Benchmarking
Value-chain strategy
3 points
Question 33
Discuss how customers perceive value and how companies deliver customer value.
NOTE: PLEASE REWRITE THE ANSWER IN YOUR OWN WORD PLEASE TO AVOID PLAGIARISM
Answer:
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