76. Attractive opportunities for a particular firm are those that the firm has some chance of doing something about–given its resources and objectives. True False
77. Attractive opportunities are those that the firm has some chance of doing something about given its resources and objectives True False
78. A “breakthrough opportunity” is an opportunity that helps innovators develop long-term, hard-to-copy marketing strategies that will be very profitable. True False
79. “Breakthrough opportunities” are ones that help innovators develop hard-to-copy marketing strategies that will be profitable for a long time. True False
80. A firm with a “competitive advantage” has a marketing mix that the target market sees as better than a competitor’s mix. True False
81. Finding “competitive advantages” is important because they are needed for survival in increasingly competitive markets. True False
82. It is useful to think of the marketing strategy planning process as a narrowing-down process. True False
83. The marketing strategy planning process starts with a narrow look at a market, and becomes broader the closer the firm comes to developing a marketing mix. True False
84. There are usually more different strategy possibilities than a firm can pursue. True False
85. Developing a set of specific qualitative and quantitative screening criteria can help a manager define what business and markets the firm wants to compete in.
True False
86. A S.W.O.T. analysis is one way to zero in on a marketing strategy that is well-suited to the firm. True False
87. A S.W.O.T. analysis identifies the “special weapons or tactics” used by the competitor in a product- market that has the most profitable marketing mix. True False
88. S.W.O.T. analysis is based on the idea that one of the best ways to develop a strategy is to identify and copy the marketing “strategies, weapons, outlook, and tactics” of the firm’s most effective competitor. True False
89. A good S.W.O.T. analysis helps a manager focus on a strategy that takes advantages of the firm’s opportunities and strengths while avoiding its weaknesses and threats to its success. True False
90. The letters in “S.W.O.T. analysis” are an abbreviation for the first letters of the words “strengths, weaknesses, opportunities and threats.” True False
91. The letters in “S.W.O.T. analysis” are an abbreviation for the first letters of the words “special weapons or tactics.” True False
92. Segmentation is the process a manager goes through to decide which subgroups of customers to select. True False
93. Differentiation means that the marketing mix is distinct from and better than what is available from a competitor. True False
94. Differentiation means that the firm’s marketing mix is similar to its competitors’ mixes. True False
95. Differentiation often requires a firm to fine-tune its marketing mix to meet the specific needs of its target market(s). True False
96. Differentiation emphasizes uniqueness rather than similarity. True False
97. Differentiation emphasizes similarity rather than uniqueness. True False
98. The external market environment doesn’t play a role in the marketing strategy planning process because it exists outside of the company. True False
99. It is useful to think of the marketing strategy planning process as a process that begins with a narrow focus but then broadens to embrace unlimited opportunities and options. True False
100. Marketing opportunities involving present products and present markets are called “market penetration” opportunities. True fals
