Nova Southeastern University

MKT 5070

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.

1. 1. position
   2. flank
   3. preemptive
   4. counteroffensive
   5. mobile
2.          is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeping everyone off balance.
   1. Position defense
   2. Flank defense
   3. Contraction defense
   4. Preemptive defense
   5. Lateral defense

3. The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as                                                         defense.
   1. mobile
   2. counteroffensive
   3. preemptive
   4. contraction
   5. flank  

4. 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.
   1. preemptive defense
   2. counteroffensive defense
   3. mobile defense
   4. flank defense
   5. contraction defense

5. In a                         defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that its forced to pull back to defend itself.
   1. position
   2. counteroffensive
   3. preemptive
   4. contraction
   5. flank

6. After Olay entered and took over the Indian market with its anti-aging lotion, Ponds decided to defend its home turf by investing heavily in a similar product, but that which used only natural ingredients. This is an example of a .
   1. position defense
   2. flank defense
   3. counteroffensive defense
   4. contraction defense
   5. mobile defense

7. In                       , the market leader stretches its domain over new territories that can serve as future centers for defense and offense.
   1. counteroffensive defense
   2. flank defense
   3. contraction defense
   4. mobile defense
   5. position defense

8. Market broadening and market diversification are likely tactics employed in

                      strategies.

1. 1. position defense
   2. flank defense
   3. preemptive defense
   4. counteroffensive defense
   5. mobile defense

9. When "petroleum" companies such as BP sought to recast themselves as "energy" companies, increasing their research into the oil, coal, nuclear, hydroelectric, and chemical industries, these companies were employing a                                                                                                                      strategy.
   1. preemptive defense
   2. counteroffensive defense
   3. mobile defense
   4. flank defense
   5. contraction defense

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.

1. 1. contraction
   2. preemptive
   3. flank
   4. mobile
   5. position

11. In 2006, Sara Lee spun off products that accounted for a large percentage of the company's revenues, including its strong Hanes hosiery brand, so it could concentrate on its well-known food brands. In this example, Sara Lee is employing a                                                                                                                             strategy.
    1. preemptive defense
    2. counteroffensive defense
    3. mobile defense
    4. flank defense
    5. contraction defense

12. 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                                                                   .
    1. market challenger
    2. market leader
    3. market follower
    4. market nicher
    5. market entrant

13. For a market challenger, attacking                            is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.
    1. a firm of its own size
    2. the market leader
    3. a regional firm
    4. an underfinanced firm
    5. a poorly performing firm

14. In a pure                         attack, the attacker matches its opponent's product, advertising, price, and distribution.
    1. guerilla
    2. bypass
    3. encirclement
    4. frontal
    5. flank

15. Epic Inc., a firm that produces chairs for offices, uses comparative advertising to inform the consumers that its products offer the same features and quality as the competitor's. This is an example of a(n)      attack.
    1. guerilla
    2. frontal
    3. encirclement
    4. bypass
    5. flank

16. The                        can be used when the challenger spots areas where the opponent is underperforming.
    1. encirclement attack
    2. frontal attack
    3. flank-geographic attack
    4. backwards-flank attack
    5. guerilla warfare

17. Pepsodent launched a new product that could whiten teeth, fight decay, and maintain fresh breath. Observing that Pepsodent did not focus on the dental sensitivity aspect, Colgate introduced a toothpaste which did all of the above and also protected sensitive teeth. This is an example of a(n)           attack.
    1. frontal
    2. flank
    3. guerrilla
    4. encirclement
    5. bypass

18. A(n)                         is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.
    1. frontal attack strategy
    2. flanking strategy
    3. encircling strategy
    4. counteroffensive strategy
    5. bypass strategy

19. The                        attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts.
    1. frontal
    2. bypass
    3. flank
    4. encirclement
    5. guerrilla

20. Sally Seabrook is an up-and-coming marketing manager for a large department store chain. Ms. Seabrook has distinguished herself with bold strategies such as launching attacks on her primary competitor from several fronts, including advertising, new store openings, and new distributor alliances. Which of the following market challenger attack strategies is Ms. Seabrook using to attack her competition?
    1. frontal attack
    2. bypass attack
    3. guerrilla warfare
    4. flank attack
    5. encirclement attack

21. The                        attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies.
    1. bypass
    2. flank
    3. frontal
    4. guerrilla
    5. encirclement

22. Appy Juices, a company that manufactures bottled water, diversified into soft drinks before any of its opponents could launch a diversified product. This would be an example of a(n)              attack.
    1. flank
    2. bypass
    3. guerrilla
    4. encirclement
    5. frontal

23. A marketing manager has decided to "leapfrog" competition by moving into cutting- edge technologies. This indirect approach to attacking competition can be characterized as         .
    1. flank attack
    2. encirclement attack
    3. bypass attack
    4. guerrilla warfare
    5. frontal attack

24. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of a(n)                                                                      .
    1. frontal attack
    2. flank attack
    3. bypass attack
    4. encirclement attack
    5. guerilla warfare