In the maturity stage, what are the three ways identified to change the course for a brand?
Explanation
This question tests the understanding of the three primary modification strategies available to marketers for brands in the maturity stage.
Other questions
In the hypothetical market structure shown in Figure 12.1, what percentage of the market is held by the market leader?
According to the case study on Under Armour, what percentage of its revenue does the company generate outside of North America?
Which of the following is one of the three main strategies advocated by UK marketing guru David Taylor for growing a brand's core business?
What is the primary aim of a defensive marketing strategy for a market leader?
Which defensive strategy involves occupying the most desirable position in consumers' minds, making the brand almost impregnable, as Procter and Gamble has done with Tide for cleaning?
What type of defensive strategy is a market leader using when it erects outposts to protect a weak front or support a possible counterattack, such as P&G using Gain and Cheer to support Tide?
A market leader that attacks first with guerrilla action across the market to keep everyone off balance or introduces a stream of new products in advance is engaging in which type of defense?
When a market leader meets an attacker frontally, hits its flank, or launches a pincer movement to force the attacker to pull back, it is employing which type of defense?
What type of defense involves a leader stretching its domain over new territories through market broadening and diversification, such as petroleum companies recasting themselves as 'energy' companies?
What is the defensive strategy, also called strategic withdrawal, where a large company gives up weaker markets and reassigns resources to stronger ones?
According to the illustration in Figure 12.3 showing the relationship between profitability and market share, what is the firm's optimal market share?
Companies that successfully gain market share typically outperform their competitors in which three areas?
When a market challenger defines its strategic objective, which of these is NOT listed as a potential opponent to attack?
In a pure frontal attack, what does the 'principle of force' state?
A flanking attack strategy is particularly attractive to a challenger for what reason?
Which general attack strategy attempts to capture a wide slice of territory by launching a grand offensive on several fronts and makes sense when the challenger commands superior resources?
Diversifying into unrelated products, new geographical markets, or leapfrogging into new technologies are all approaches of which general attack strategy?
What type of attack consists of small, intermittent attacks, including selective price cuts and intense promotional blitzes, to harass an opponent and secure permanent footholds?
In market-follower strategies, what does a 'cloner' do?
A market follower that copies some things from the leader but differentiates on elements like packaging, advertising, pricing, or location is known as what?
A market follower that takes the leader's products and improves upon them, and may choose to sell to different markets, is known as an?
Which of the following is NOT one of the three tasks identified for market nichers?
What type of niche specialist role involves a firm specializing in one type of end-use customer, such as a value-added reseller (VAR) customizing computer hardware and software?
When a firm specializes at a certain vertical level of the production-distribution value chain, such as a copper firm focusing only on producing raw copper, it is playing which niche specialist role?
A firm that concentrates its selling efforts on either small, medium-sized, or large customers is fulfilling which niche specialist role?
Which of the following is NOT one of the four assertions made when we say a product has a life cycle (PLC)?
Which stage of the product life cycle is characterized by slow sales growth and nonexistent profits due to the heavy expenses of product introduction?
What defines the 'Growth' stage of the product life cycle?
A slowdown in sales growth because the product has achieved acceptance by most potential buyers, and profits stabilizing or declining due to increased competition, characterizes which PLC stage?
Which product life cycle stage is defined by sales showing a downward drift and profits eroding?
What type of product life cycle pattern, characteristic of small kitchen appliances, shows sales growing rapidly upon introduction and then falling to a 'petrified' level sustained by late adopters and replacements?
The sales of new drugs often follow a pattern where an initial aggressive promotion produces a first cycle, and a later promotion push produces a second, smaller cycle. What is this product life cycle pattern called?
What is the term for a product life cycle where sales pass through a succession of life cycles based on the discovery of new product characteristics, uses, or users, as was the case with nylon?
In the context of special product life cycles, what is a 'style' defined as?
What is the term for a currently accepted or popular style in a given field that passes through four stages: distinctiveness, emulation, mass fashion, and decline?
A fashion that comes quickly into public view, is adopted with great zeal, peaks early, and declines very fast is known as a?
A study of market leaders from 1923 showed what percentage were still the market leaders 60 years later, demonstrating the potential for sustained market dominance?
In a sample of industrial-goods businesses, what percentage of pioneers survived at least 10 years, compared to 48 percent of early followers?
One study on the importance of speed in innovation found that products debuting six months late but on budget earned how much less profit in their first five years?
To sustain rapid market share growth during the growth stage, a firm is advised to take several steps. Which of the following is NOT one of those steps?
The maturity stage of the product life cycle is divided into which three phases?
What is the first task for a company with a policy for handling aging products?
The strategy for weak products that calls for gradually reducing a product or business's costs while trying to maintain sales is known as what?
A study of 30 product categories by Golder and Tellis found that the slowdown in sales for new consumer durables occurs at what average penetration percentage?
What is a key critique of the Product Life-Cycle (PLC) concept?
Which of the following is NOT one of the five guidelines for improving marketing success in a slow-growth economy?
What does the text identify as the most constructive response for a market leader to protect its current business?
What is the term for a marketer who looks ahead to needs customers may have in the near future?
Accenture maintains that 10 consumer trends covering areas like e-commerce and social media would yield market opportunities worth how much between 2013 and 2016?