0133850730_tb chapter 18

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1、PrinciplesofMarketing,16e(Kotler)Chapter18CreatingCompetitiveAdvantage1)Gaining________requiresdeliveringmorevalueandsatisfactiontotargetconsumersthancompetitorsdo.A)competitiveadvantageB)first-moveradvantageC)economiesofscaleD)comparativeadvantageE)differentiationAnswer:AAACSB:Analyticalt

2、hinkingSkill:ConceptObjective:LO18.1:Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.Difficulty:Easy2)Thefirststepininitiatingcompetitivemarketingstrategiesisto________.A)balancecustomerandcompetitororientationsB)designbroadcompetitivemarketingstrategiesC)as

3、sesslong-termorganizationalobjectivesD)conductcompetitoranalysisE)conducttransactionanalysisAnswer:DSkill:ConceptObjective:LO18.1:Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.Difficulty:Easy3)________involvesfirstidentifyingandassessingcompetitorsandthens

4、electingwhichcompetitorstoattackoravoid.A)CompetitoranalysisB)Self-competitionC)BlueoceanstrategyD)QuantitativeanalysisE)PerfectcompetitionAnswer:ASkill:ConceptObjective:LO18.1:Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.Difficulty:Easy47Copyright©2016Pe

5、arsonEducation,Inc.4)Toplaneffectivemarketingstrategies,acompanyneedstofindoutallitcanaboutitscompetitors.Itmustconstantlycompareitsmarketingstrategies,products,prices,channels,andpromotionswiththoseofclosecompetitors.Thisisanexampleof________.A)blueoceanstrategyB)competitoranalysisC)organ

6、izationalevaluationD)perfectcompetitionE)quantitativeanalysisAnswer:BAACSB:AnalyticalthinkingSkill:ConceptObjective:LO18.1:Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.Difficulty:Easy5)Companiescanidentifytheircompetitorsfromboth________pointsofview.A)ind

7、ustryandmarketB)productandcustomerC)customerandlocationD)locationandproductE)productandstrategyAnswer:ASkill:ConceptObjective:LO18.1:Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.Difficulty:Easy6)Companiescanidentifycompetitor