Principles of Marketing 15th Global Edition - TB chapter 18

《Principles of Marketing 15th Global Edition - TB chapter 18》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter18CreatingCompetitiveAdvantage1)Gaining________requiresdeliveringmorevalueandsatisfactiontotargetconsumersthancompetitorsdo.A)competitiveadvantageB)first-moveradvantageC)economiesofscaleD)comparativeadvantageE)differentiationAnswer:APageRe

2、f:528Skill:ConceptObjective:18-1Difficulty:Easy2)Thefirststepininitiatingcompetitivemarketingstrategiesisto________.A)balancecustomerandcompetitororientationsB)designbroadcompetitivemarketingstrategiesC)assesslong-termorganizationalobjectivesD)conductcompetitoranalysisE)conducttransactionanalys

3、isAnswer:DPageRef:528Skill:ConceptObjective:18-1Difficulty:Easy3)AcompetitoranalysisrequirestheassessmentofallofthefollowingEXCEPTthecompetitors'________.A)objectivesB)organizationalhierarchyC)strategiesD)strengthsandweaknessesE)reactionpatternsAnswer:BPageRef:529Skill:ConceptObjective:18-1Diff

4、iculty:Easy47Copyright©2014PearsonEducation,Inc.4)Strategiesthatstronglypositionthecompanyagainstcompetitorsandthatgivethecompanythebestpossiblestrategicadvantageare________strategies.A)competitoranalysisB)customerrelationshipC)competitivemarketingD)competitiverelationshipE)customeridentificati

5、onAnswer:CPageRef:528Skill:ConceptObjective:18-2Difficulty:Easy5)________involvesfirstidentifyingandassessingcompetitorsandthenselectingwhichcompetitorstoattackoravoid.A)CompetitoranalysisB)Self-competitionC)BlueoceanstrategyD)QuantitativeanalysisE)PerfectcompetitionAnswer:APageRef:528Skill:Con

6、ceptObjective:18-1Difficulty:Easy6)Toplaneffectivemarketingstrategies,acompanyneedstofindoutallitcanaboutitscompetitors.Itmustconstantlycompareitsmarketingstrategies,products,prices,channels,andpromotionswiththoseofclosecompetitors.Thisisanexampleof________.A)blueoceanstrategyB)competitoranalys

7、isC)organizationalevaluationD)perfectcompetitionE)quantitativeanalysisAnswer:BPageRef:528Skill:ConceptObjective:18-1Difficulty:Easy47Copyright©2014PearsonEducation,Inc.7)Companiescanidentifytheircompetitorsfromboth________pointsof