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Homework answers / question archive / University of Houston, Downtown MBA 6208 1)As a market follower the_may choose to sell to different markets, but often it grows into a future challenger

University of Houston, Downtown MBA 6208 1)As a market follower the_may choose to sell to different markets, but often it grows into a future challenger


University of Houston, Downtown

MBA 6208

1)As a market follower the_may choose to sell to different markets, but often it grows into a future challenger.

  1. imitator
  2. adapter
  3. cloner
  4. counterfeiter
  5. innovator


  1. Redo is a market follower in the wristwatch industry. After noticing a shortfall in the market leader's product, Redo improves its product to suit consumer needs and becomes a challenger for the market leader. This is an example of a(n)


  1. counterfeiter
  2. cloner
  3. imitator
  4. adapter
  5. innovator


  1. 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            .
  1. marketing king
  2. market nicher
  3. segment king
  4. guerilla marketer
  5. strategic clone


  1. A firm that serves small market segments that are not being served by bigger firms is known as a market                                                                                                                                                                                                                .
  1. challenger
  2. leader
  3. follower
  4. nicher
  5. entrant


  1. The market leader strategy ensures high sales volume, whereas the market nicher strategy allows firms to achieve


  1. high margin
  2. low margin
  3. high promotability
  4. medium pricing
  5. lower demand


  1. Which of the following is true about market nichers?
  1. They are market followers in small markets.
  2. They tend to have high manufacturing costs.
  3. Their return on investment exceeds that in larger markets.
  4. A nicher achieves high volume as against a mass marketer that achieves high margin.
  5. They usually experience long-term losses.


  1. The key idea in successful nichemanship is specialization. Which of the following specialists would most closely be identified with the characterization of being an organization that limits its selling to one customer?
  1. end-user specialist
  2. vertical-level specialist
  3. customer-size specialist
  4. specific-customer specialist
  5. quality-price specialist


  1. Newman Inc. is a company that manufactures saddles specifically for horses that race in derbies in the United States and the United Kingdom. Within this context the firm is exhibiting the role of a    specialist.
  1. vertical-level
  2. customer-size
  3. product-line
  4. job-shop
  5. service


  1. A market nicher is considered to be a(n)                   specialist if the firm specializes in producing a certain type of product or product feature such as Rent-a-Wreck, that rents only "beat-up" cars.
  1. end-user
  2. vertical-level
  3. customer-size
  4. channel
  5. product-feature


  1. A job-shop specialist                     .
  1. sells only in a certain locality, region, or area of the world
  2. customizes its products for individual customers
  3. operates at the low- or high-quality ends of the market
  4. offers one or more services not available from other firms
  5. specializes in serving only one channel of distribution


  1. A firm that is based in France designs jewelry and takes custom orders from around the world. They do not design more than 15 pieces of jewelry in a year and ensure that each design uses unique stones and is unique. Such nichemanship is an example of      specialist role.
  1. customer-size
  2. product
  3. product-feature
  4. job-shop
  5. quality-price


  1. When a bank takes loan requests over the phone and hand-delivers the money to the customer, it becomes a


  1. geographic
  2. job-shop
  3. quality-price
  4. channel
  5. service


  1. A niche specialist that specializes in one type of customer, like a value-added reseller that customizes computer hardware and software for a specific customer segment and earns a price premium in the process, is a(n)             specialist.
  1. geographic
  2. quality-price
  3. product-feature
  4. end-user
  5. channel


  1. As a market-follower strategy, a counterfeiter emulates the leader's products, name, and packaging, with slight variations.



  1. As a market-follower strategy, an imitator duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.



  1. Firms with low shares of the total market can become highly profitable through smart niching.


  1. An alternative to being a follower in a large market is to be a leader in a small market.


  1. The nicher achieves high sales volume, whereas the mass marketer achieves high margin.


  1.   is the period of slow sales growth and nonexistent profits.
  1. Growth
  2. Decline
  3. Maturity
  4. Introduction
  5. Stagnancy


  1. Campbells is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5. It is incurring huge production costs, nonexistent profits, and slow sales growth. The company is in the

                     phase of its life cycle.

  1. stagnancy
  2. introduction
  3. maturity
  4. decline
  5. growth


  1.   is a period of rapid market acceptance and substantial profit improvement.
  1. Stagnancy
  2. Introduction
  3. Maturity
  4. Decline
  5. Growth


  1. A dance school in the Bronx teaches professional hip-hop and salsa classes. It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school is going through the phase of its life cycle.
  1. decline
  2. stagnancy
  3. growth
  4. introduction
  5. maturity


  1.                      is a slowdown in sales growth because the product has achieved acceptance by most potential buyers.
  1. Obsolescence
  2. Introduction
  3. Growth
  4. Decline
  5. Maturity


  1. A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the      stage of its life cycle.
  1. introduction
  2. growth
  3. decline
  4. maturity
  5. obsolescence


  1. During the                        stage of a product's life cycle, sales show a downward drift and profits erode.
  1. introduction
  2. growth
  3. decline
  4. obsolescence
  5. maturity


  1. After a couple of years of successful business, an experimental theatre company based in Aurora is unable to sell tickets for its theatre shows. They have been using profits from previous shows to run the business. The company is in the

                     phase of its life cycle.

  1. maturity
  2. obsolescence
  3. introduction
  4. growth
  5. decline


  1. According to Peter Golder and Gerald Tellis, a(n)                     is the first to develop a working model of the product.
  1. developer
  2. creative pioneer
  3. market pioneer
  4. product pioneer
  5. inventor


  1. One of the ways to change the course of a brand is to modify the product. Under product modification,             improvement adds size, weight, materials, supplements, and accessories that expand the product's performance, versatility, safety, or convenience.
  1. feature
  2. quality
  3. style
  4. size
  5. technological


  1. An alternate way to increase sales volume is to increase the usage rate among users. This can be done by                                                                                                                                                                                                                          .
  1. converting nonusers
  2. having consumers use less of the product on each occasion
  3. having consumers use the product on more occasions
  4. attracting competitors' customers
  5. entering new market segments


  1.   is a distribution strategy that can be effectively used during the growth stage of the product life cycle.
  1. Building product awareness
  2. Phasing out unprofitable outlets
  3. Building selective distribution
  4. Building intensive distribution
  5. Stressing on brand differences


  1. An inventor is the first to develop a working model while a product pioneer is the first to develop patents in a new- product category.



  1. An alternate way to increase sales volume is to expand the number of users by converting nonusers.


  1. An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments.



  1. The product strategy during the maturity stage of the product life cycle should be to build more intensive distribution.



  1. Sales of nylon have shown a scalloped PLC pattern because of the many new uses — parachutes, hosiery, shirts, carpeting, boat sails, automobile tires — discovered over time.



  1. During the introduction stage of the product life cycle, firms are likely to use cost-plus pricing.


  1. During the development stage of the product life cycle, the marketing objective is to maximize profit while defending market share.



  1. Bic's Wite-out phased out unprofitable outlets and reduced communications to the minimal level needed to retain hard-core loyals because it was in the maturity stage of the product life cycle.



  1. Which of the following strategies should be adopted by marketers during a recession?
  1. increase investment on marketing existing products
  2. focus on expanding the customer base and not on the retention of existing customers
  3. focus primarily on price reductions and discounts
  4. concentrate on communicating the brand value and product quality to consumers
  5. stick to the budget allocations adopted during the preceding years


  1. Benz & Frendz Corp., a manufacturer of high end consumer durables, experienced sluggish sales growth in most of its product categories during three consecutive quarters of 2009. However, market analysis revealed that its competitors' sales had also slackened during this period. Analysts pointed out that when all firms are losing sales, it is extremely important to adopt strategies that are aimed at retaining customers. This led the firm to reduce operation costs while maintaining product quality. They also revamped their marketing strategy to focus on the values created by their products. Which of the following can be inferred from the strategies adopted by the firm?
  1. The company was trying to protect its market share and continue to operate as a market leader.
  2. The company was focusing on geographical expansion.
  3. The company was aiming to capture a new market segment.
  4. The company was marketing its products amidst an economic downturn.
  5. The company was focusing on market penetration.


  1. During an economic downturn, the potential value and profitability of some target consumers may change.


  1. Heavy focus on price reductions and discounts during a recession allows firms to improve long-term brand equity and price integrity.



  1. Armani uses a three-tier product line that is differentiated based on style, luxury, customization, price, and distribution. During the recession, the lower priced, younger, street savvy third tier, Armani Exchange, picks up the selling slack for the upper tiers, which is in line with the recommendation to fine-tune brand and product offerings during an economic downturn.



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