1. The first approach of any competitor analysis is to establish is what?
1. Who are the competitors?
2. Evaluate and qualify the threat posed by each of the competitors.
3. How many competitors there are?
4. All of the above
5. None of the above
Answer: Who are the competitors?
1. Heineken views Coors as its competition.
2. Heineken views the entire social drinking market to identify its competitors.
3. Heineken views Carlsberg as its competition.
4. Heineken views Smirnoff Ice as its competition.
Answer: Heineken views the entire social drinking market to identify its competitors.
1. Offering lower prices
2. Improving the quality of the product or service
3. Offering innovative qualities to the product
4. Providing more benefits that will justify higher prices
5. All of the above
Answer: All of the above
1. May assist in the legitimization of new technology
2. May share cost of market and product development
3. May help increase total demand from the market
4. May lead to the development of more product differentiation
5. All of the above
Answer: All of the above
1. Competitors
2. Challengers
3. Collaborators
4. Customers
5. Commodities
Answer: Collaborators
1. 75%
2. 56%
3. 64%
4. 43%
5. 20%
6. 80%
Answer: 64%
7. Which of the following are mechanisms to expanding the total market?
1. New uses for existing products
2. More over all general usage of product
3. New users for existing products
4. All of the above
5. None of the above
Answer: All of the above
1. Market leader
2. Market follower
3. Market nicher
4. Market challenger
Answer: Market challenger
9. Which of the following competitive positioning strategies is a losing strategy?
1. Middle-of-the-roader
2. Dissemination
3. Overall cost leadership
4. Differentiation
Answer: Middle-of-the-roader
10. What is competitor myopia?
1. Company is focused only on the one major competitor.
2. Company is too focused on the major competitors.
3. Immediate competition blinds a company to latent competitors who can destroy the old ways of doing business.
4. All of the above
5. None of the above
Answer: Immediate competition blinds a company to latent competitors who can destroy the old ways of doing business.
11. Determining what drives competitor behavior is based upon establishing which of the following-
1. Determining the competitor profit levels
2. Satisfying profit goals versus maximizing profit goals
3. Defining the competitor's objectives
4. Short-term profits versus long-term profits
Answer: Defining the competitor's objectives
1. A customer perspective
2. A market perspective
3. An industry perspective
4. A competitive perspective
Answer: A market perspective
1. Reduce marketing expenditure; reduce costs.
2. Reduce marketing expenditure; increase the price.
3. Reduce marketing expenditure; increase the price.
4. Reduce costs; increase output.
5. Increase the price; reduce costs.
Answer: Reduce costs; increase output
1. Diffusing
2. Differentiating
3. Dividing
4. Distributing
5. Diverging
Answer: Differentiating
1. 2, 3
2. 4, 5
3. 1, 2
4. 2, 4
5. 3, 4
Answer: 2, 4
1. Market skimming
2. Market penetration
3. Discounts and allowances
4. Product line pricing
5. Optional-product pricing
6. By-product pricing
Answer: Market penetration
1. Start-up costs, which involve heavy promotion in conventional media, are likely to depress profits for the first ten years.
2. Internet companies are hoping to achieve economies of scale, since the marginal cost of an increase in business is small.
3. All of the above
4. None of the above
Answer: All of the above
18. Define a penetration pricing strategy.
1. Strategy used to gain as much sales volume as possible as quickly as possible through undercutting competitors' prices.
2. Strategy used to maximize profit.
3. Strategy used to gain as many consumers as possible in the launch phase.
4. All of the above
5. None of the above
Answer: Strategy used to gain as much sales volume as possible as quickly as possible through undercutting competitors' prices.
1. The extent to which competitors are trying to focus the consumer's attention on price
2. The perceived similarity between the products in terms of non-price based features, benefits and additional services.
3. The desired market positioning
4. The price sensitivity of the target segment
5. The number of competitors
6. All of the above
Answer: All of the above
20. What are sources of information when gathering market intelligence about competitors?
1. Personal experience
2. Customers
3. Suppliers and wholesalers
4. Secondary data
5. All of the above
Answer: All of the above
1. Comparative analysis
2. Empirical testing
3. Benchmarking
4. Customer value analysis
Answer: Benchmarking
1. Customer value analysis
2. Customer audit
3. Performance rating
4. Customer review
5. Performance audit
Answer: Customer value analysis
1. Application of the GE Model
2. Competitor strength analysis
3. Application of the Ansoff Model
4. Competitor analysis
5. Porter's Analysis
Answer: Competitor analysis
1. Product competition
2. Product and service competition
3. Product phase competition
4. Product category competition
Answer: Product category competition
25. An industry is defined as which of the following-
1. Group of firms developing similar products
2. A group of firms that operate in a specific field of expertise
3. Group of firms that offer products that are close substitutes for each other
4. All of the above
5. None of the above
Answer: Group of firms that offer products that are close substitutes for each other