Question-1
A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this __________ defense, the outposts will be central to the organization's new competitive strategy.
A. position
B. flank
C. preemptive
D. counteroffensive
Question-2
A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a:
A. market challenger.
B. market leader.
C. market follower.
D. market nicher.
Question-3
__________ 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
Question-4
Which of the following is true about proactive marketing?
A. A company needs creative anticipation to see the writing on the wall.
B. Proactive companies create new offers to serve unmet and unknown consumer needs.
C. Proactive companies refrain from practicing uncertainty management.
D. A company needs responsive anticipation to devise innovative solutions.
Question-5
In a pure __________ attack, the attacker matches its opponent's product, advertising, price, and distribution.
A. guerilla
B. bypass
C. encirclement
D. frontal
Question-6
If Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.
A. preemptive defense
B. counteroffensive defense
C. mobile defense
D. flank defense
Question-7
A(n. __________ marketer looks ahead to needs customers may have in the near future.
A. anticipative
B. creative
C. inexperienced
D. responsive
Question-8
When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee, Starbucks was employing a __________ strategy.
A. market-penetration
B. new-market segment
C. geographical-expansion
D. niche identification
Question-9
As a market follower strategy, the __________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.
A. innovator
B. counterfeiter
C. imitator
D. adapter
Question-10
When large companies can no longer defend all their territory, they launch a __________ defense where they give up weaker markets and reassign resources to stronger ones.
A. contraction
B. preemptive
C. flank
D. mobile
Question-11
Clorox runs ads stressing the many benefits of its bleach—such as how it eliminates kitchen odors—in order to generate additional opportunities to use the brand in the same basic way. This is an attempt to:
A. increase the amount of consumption.
B. increase the level of consumption.
C. increase the perception of consumption.
D. increase the frequency of consumption.
Question-12
Aron, a company manufacturing snack food and soft drinks, replicates its product taste and packaging from Lay's, a market leader in snack food industry. Later, it sells these imitated products on the black market. This is an example of:
A. cloning.
B. imitating.
C. counterfeiting.
D. adapting.
Question-13
In __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.
A. counteroffensive defense
B. flank defense
C. contraction defense
D. mobile defense
Question-14
In a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it's forced to pull back to defend itself.
A. position
B. counteroffensive
C. preemptive
D. contraction
Question-15
When the total market expands, the __________ usually gains the most.
A. market challenger
B. market leader
C. market follower
D. market nicher
Question-16
__________ marketers are not just market-driven, they are proactive market-driving firms.
A. Creative
B. Responsive
C. Inexperienced
D. Laidback
Question-17
When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the __________ of the brand.
A. amount of consumption
B. level of consumption
C. dedication to consumption
D. frequency of consumption
Question-18
Which of the following is the most constructive response a market leader can make when defending its market share?
A. Maintain basic cost control
B. Innovate continuously
C. Provide desired benefits
D. Meet challengers with a swift response
Question-19
The __________ attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts.
A. frontal
B. bypass
C. flank
D. encirclement
Question-20
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:
A. marketing king.
B. market nicher.
C. segment king.
D. guerilla marketer.
