marketing principles

Chapter 18 Creating Competitive Advantage

1) Of the following successful marketing strategies in the past, today 's Nike has learned that the most important is ________.
A) creating a recognizable brand image
B) having creative advertising
C) building deep community with customers
D) maintaining big-name endorsers
E) moving into new product categories, sports, and regions of the world
Answer: C
Diff: 2 Page Ref: 527
Skill: Concept
Objective: 18-1

2) To gain ________ requires delivering more value and satisfaction to target consumers than competitors do.
A) competitive advantage
B) competitor analysis
C) benchmarking
D) a market-center
E) a target advantage
Answer: A
Diff: 2 Page Ref: 528
Skill: Concept
Objective: 18-1

3) The first step in initiating competitive marketing strategies is to conduct ________.
A) a private screening
B) a competitive advantage analysis
C) management modifications
D) competitor analysis
E) absolute advantage processing
Answer: D
Diff: 3 Page Ref: 528
Skill: Concept
Objective: 18-1

4) Part two of a competitor analysis is assessing all of the following EXCEPT a company 's ________.
A) objectives
B) employees
C) strategies
D) strengths and weaknesses
E) reaction patterns
Answer: B
Diff: 1 Page Ref: 529
Skill: Concept
Objective: 18-1
5) Strategies that strongly position the company against competitors and that give the company the strongest possible strategic advantage are ________.
A) competitor analyses
B) customer relationship strategies
C) competitive marketing strategies
D) competitive relationship strategies
E) universal strategy analyses
Answer: C
Diff: 3 Page Ref: 528
Skill: Concept
Objective: 18-2

6) ________ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid.
A) Competitor analysis
B) Benchmarking
C) Customer-centered analysis
D) Market leading
E) The marketing management process
Answer: