MNM3709 - LATEST
STRATEGIC
MARKETING EXAM
Hoskisson et al SCA criteria - ANSWERS-related to market variables
(barriers of entry)
Market challenger - ANSWERS-a firm that tries aggressively to expand
its market share by attacking the market.
Strategic options for a market challenger - ANSWERS-identify
weaknesses of target position.
launch attack quickly , then consolidate
make use of a promotional campaign to increase sales in area not
covered by leader.
the general approach to differenciation - ANSWERS-differentiation by
unique product characteristics.
differentiation by distributors.
differentiation based on consumer orientation
differentiation creation - ANSWERS-general approach.
quality approach. (vertical , horizontal | quality and price)
END OF
PAGE
1
, MNM3709 - LATEST
STRATEGIC
MARKETING EXAM
branding approach.
Advantages of a Focus Strategy - ANSWERS-ability to carve niche
market out of broader market
enables organisations to utilize specialized, distinctive competencies to
create new niches.
Options for organizational growth - ANSWERS-frontal attack - lower
the price of your own products.
flank attack - identify market leaders weak spot.
encirclement - identify segments not taken by leader.
bypass - attack on different/ indirect competition.
guerrilla - direct and fast.
synergy as a competitive strategy - ANSWERS-based on the notion that
a whole is bigger than the sum of its collective parts. (chain retailers)
types of synergy - ANSWERS-shared know how and tangible resources.
END OF
PAGE
2
, MNM3709 - LATEST
STRATEGIC
MARKETING EXAM
pooled negotiation power and coordinated strategies.
vertical integration and combined business creation.
The value chain - ANSWERS-is a set of activities that a firm operating
in a specific industry performs in order to deliver a valuable product or
service for the market.
5 primary components of the value chain - ANSWERS-inbound
logistics.
operations.
outbound logistics.
marketing and sales.
service.
The disconfirmation paradigm - ANSWERS-proposes that
dissatisfaction arises when service expectations are not met. expectations
and higher than the offered product/service.
END OF
PAGE
3
STRATEGIC
MARKETING EXAM
Hoskisson et al SCA criteria - ANSWERS-related to market variables
(barriers of entry)
Market challenger - ANSWERS-a firm that tries aggressively to expand
its market share by attacking the market.
Strategic options for a market challenger - ANSWERS-identify
weaknesses of target position.
launch attack quickly , then consolidate
make use of a promotional campaign to increase sales in area not
covered by leader.
the general approach to differenciation - ANSWERS-differentiation by
unique product characteristics.
differentiation by distributors.
differentiation based on consumer orientation
differentiation creation - ANSWERS-general approach.
quality approach. (vertical , horizontal | quality and price)
END OF
PAGE
1
, MNM3709 - LATEST
STRATEGIC
MARKETING EXAM
branding approach.
Advantages of a Focus Strategy - ANSWERS-ability to carve niche
market out of broader market
enables organisations to utilize specialized, distinctive competencies to
create new niches.
Options for organizational growth - ANSWERS-frontal attack - lower
the price of your own products.
flank attack - identify market leaders weak spot.
encirclement - identify segments not taken by leader.
bypass - attack on different/ indirect competition.
guerrilla - direct and fast.
synergy as a competitive strategy - ANSWERS-based on the notion that
a whole is bigger than the sum of its collective parts. (chain retailers)
types of synergy - ANSWERS-shared know how and tangible resources.
END OF
PAGE
2
, MNM3709 - LATEST
STRATEGIC
MARKETING EXAM
pooled negotiation power and coordinated strategies.
vertical integration and combined business creation.
The value chain - ANSWERS-is a set of activities that a firm operating
in a specific industry performs in order to deliver a valuable product or
service for the market.
5 primary components of the value chain - ANSWERS-inbound
logistics.
operations.
outbound logistics.
marketing and sales.
service.
The disconfirmation paradigm - ANSWERS-proposes that
dissatisfaction arises when service expectations are not met. expectations
and higher than the offered product/service.
END OF
PAGE
3
