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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter18CreatingCompetitiveAdvantage1)Gaining________requiresdeliveringmorevalueandsatisfactiontotargetconsumersthancompetitorsdo.A)competitiveadvantageB)first-moveradvantageC)economiesofscaleD)comparativeadvantageE)differentiationAnswer:APageRe
2、f:528Skill:ConceptObjective:18-1Difficulty:Easy2)Thefirststepininitiatingcompetitivemarketingstrategiesisto________.A)balancecustomerandcompetitororientationsB)designbroadcompetitivemarketingstrategiesC)assesslong-termorganizationalobjectivesD)conductcompetitoranalysisE)conducttransactionanalys
3、isAnswer:DPageRef:528Skill:ConceptObjective:18-1Difficulty:Easy3)AcompetitoranalysisrequirestheassessmentofallofthefollowingEXCEPTthecompetitors'________.A)objectivesB)organizationalhierarchyC)strategiesD)strengthsandweaknessesE)reactionpatternsAnswer:BPageRef:529Skill:ConceptObjective:18-1Diff
4、iculty:Easy47Copyright?2014PearsonEducation,Inc.4)Strategiesthatstronglypositionthecompanyagainstcompetitorsandthatgivethecompanythebestpossiblestrategicadvantageare________strategies.A)competitoranalysisB)customerrelationshipC)competitivemarketingD)competitiverelationshipE)customeridentificati
5、onAnswer:CPageRef:528Skill:ConceptObjective:18-2Difficulty:Easy5)________involvesfirstidentifyingandassessingcompetitorsandthenselectingwhichcompetitorstoattackoravoid.A)CompetitoranalysisB)Self-competitionC)BlueoceanstrategyD)QuantitativeanalysisE)PerfectcompetitionAnswer:APageRef:528Skill:Con
6、ceptObjective:18-1Difficulty:Easy6)Toplaneffectivemarketingstrategies,acompanyneedstofindoutallitcanaboutitscompetitors.Itmustconstantlycompareitsmarketingstrategies,products,prices,channels,andpromotionswiththoseofclosecompetitors.Thisisanexampleof________.A)blueoceanstrategyB)competitoranalys
7、isC)organizationalevaluationD)perfectcompetitionE)quantitativeanalysisAnswer:BPageRef:528Skill:ConceptObjective:18-1Difficulty:Easy47Copyright?2014PearsonEducation,Inc.7)Companiescanidentifytheircompetitorsfromboth________pointsof
