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101.When the Home Depot opened stores in Canada, it ran a series of ads featuring an animated hammer that was busily reducing prices to show the U.S.-based home improvement store had the lowest prices.  According to Michael Porter, which of the following positioning strategies did the Home Depot adopt to deal with existing Canadian stores that sold similar products?

a.cost leadership

b.diversification

c.focus

d.differentiation

e.repositioning

102.Glassmaker AFG Industries positions itself as the primary supplier of glass used in microwave doors, shower doors, and patio tables.  What type of a positioning strategy does the glass manufacturer use?

a.adaptive

b.growth

c.diversification

d.differentiation

e.focus

103.The ad for ASKO washer reads, “Since our humble Swedish beginnings back in 1950, ASKO has been dedicated to building machines with superior cleaning power, reliability, and style.” ASKO is more than likely using which kind of positioning strategy?

a.differentiation

b.retrenchment

c.diversification

d.focus

e.stability

104.By selling mostly independent-label titles on CDs and vinyl, Insound.com has won a following among music snobs nationwide. The kind of hard-core fan that Insound attracts buys 21 records a year while a typical consumer’s annual purchases can be counted on one hand. What type of positioning strategy does Inbound use?

a.focus

b.differentiation

c.cost leadership

d.diversification

e.repositioning

105.Callaway Golf, known for its Big Bertha brand golf clubs and Top-Flite brand golf balls, markets two brands that have a high-quality, premium-price image. The company is trying to maintain steady growth even though the number of golfers is declining. What type of adaptive strategy is Callaway Golf implementing?

a.proactors

b.analyzers

c.prospectors

d.defenders

e.reactors

106.The Carl Zeiss Company is the leading manufacturer of optical systems, industrial measurements, and medical devices.  In 2006, its competitor, Optovue introduced RTVue, a new medical technology that uses a high speed, high resolution infrared beam to probe a patient’s eyes for ailments like glaucoma. What type of adaptive strategy is Optovue using?

a.defender

b.pioneer

c.analyzer

d.reactor

e.prospector

107.Liz Elting is the CEO of Transperfect Translations, a language translation service for businesses.  She started the company in her dorm room in 1992.  The company now includes 21 offices on three continents and employs 160 full-time employees and 4,000 certified language specialists worldwide with $35 million in revenue in 2004.  In terms of the adaptive strategy, Elting is an example of a(n):

a.proactor

b.analyzer

c.prospector

d.defender

e.reactor

108.The positioning strategy that uses one of the other two positioning strategies to produce a specialized product or service is:

a.focus

b.differentiation

c.cost leadership

d.diversification

e.repositioning

109.Hohner is a company that manufactures and markets harmonicas, a product with a steady demand rate.  It is so successful at what it does that the company controls 85 percent of the world’s harmonica industry.  In terms of the adaptive strategies, Hohner would most likely be categorized as a(n):

a.reactor

b.diversifier

c.stabilizer

d.analyzer

e.defender

110.Sales of Arm & Hammer baking soda had flattened when its manufacturer started promoting new, innovative uses for its product.  By searching for new market opportunities, the manufacturer of Arm & Hammer is using which type of adaptive strategy?

a.defenders

b.cost leaders

c.analyzers

d.reactors

e.prospectors

 

 

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