______ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.
A) Position
B) Flank
C) Preemptive
D) Mobile
E) Contraction
Answer: A
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Marketing Management Chapter 11
- Which of the following strategies should be adopted by marketers during a recession?
- ______ is a distribution strategy that can be effectively used during the growth stage of the product life cycle.
- An alternate way to increase sales volume is to increase the usage rate among users. This can be done by ________.
- An alternate way to increase sales volume is to expand the number of users. This can be done by ________.
- One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements, and accessories that expand the product's performance, versatility, safety, or convenience.
- According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working model of the product.
- During the ________ stage of a product's life cycle, sales show a downward drift and profits erode.
- ______ is a slowdown in sales growth because the product has achieved acceptance by most potential buyers.
- _____ is a period of rapid market acceptance and substantial profit improvement.
- Campbell Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5. It is incurring huge productions costs, nonexistent profits, and slow sales growth. The company is in the ________ phase of its life cycle.
- _____ is the period of slow sales growth and nonexistent profits.
- When a bank takes loan requests over the phone and hand-delivers the money to the customer, it becomes a ________ specialist.
- A firm that is based in France designs jewelry and takes custom orders from around the world. They do not design more than 15 pieces of jewelry in a year and ensure that each design uses unique stones and is different from the other. Such nichemanship is an example of ________ specialist role.
- A job-shop specialist ________.
- A market nicher is considered to be a(n) ________ specialist if the firm specializes in producing a certain type of product or product feature such as, Rent-a-Wreck, that rents only "beat-up" cars.
- Newman Inc. is a company that manufactures saddles specifically for horses that race in derbies in the U.S. and the UK. Within this context the firm is exhibiting the role of a ________ specialist.
- The key idea in successful nichemanship is specialization. Which of the following specialists would most closely be identified with the characterization of being an organization that limits its selling to one customer?
- Which of the following is true about market-nichers?
- The market leader strategy ensures high sales volume, whereas the market nicher strategy allows firms to achieve ________.
- An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a ________.
- As a market follower, the ________ may choose to sell to different markets, but often it grows into a future challenger.
- As a(n) ________, BurgerJacks, a fast food chain selling low-price burgers, has differentiated on location by setting up base in the Middle East, a market which the current leader of the industry McDonalds has yet not exploited.
- The ________ copies some things from the leader but differentiates on packaging, advertising, pricing, or location.
- Amani, a company that manufactures cloth for suits, strives to be equal to Armani in product design, brand name, and product packaging. This is an example of ________.
- As a market follower strategy, the ________ emulates the leader's products, name, and packaging, with slight variations.