61.The ________ usually leads the other firms in price changes, : 1410256
61.The ________ usually leads the other firms in price changes, new product introductions, distribution coverage, and promotion spending.
62.To remain number one, leading firms can take any of three actions. First, they can find ways to expand total demand. Second, they can protect their current market share through good defensive and offensive actions. Third, they can ________.
hire and train new employees
evaluate current employees
run smaller companies out of business, causing them to sell out to larger companies
try to expand their market share further, even if market size remains constant
shut down current company locations and reopen in highly populated areas
63.The leading firm normally gains the most when the ________.
rest of the market follows far behind
total market expands
personal communication channels expand
integrated marketing effort expands
major competitors enter the market
64.Marketers can expand markets by discovering and promoting ________.
subliminal points of interest
the deficiencies of competitors
subtle advantages of the product
new uses of the product
65.Market leaders can expand the market by ________, new uses, and more usage of the product.
initiating monopolistic practices
developing new users
developing higher standards
initiating new rules
66.The best response to competitive threats is ________.
a frontal attack
an indirect attack
to find partners
to ignore them
67.Profitability increases as a business gains share relative to competitors in its ________.
68.Higher shares tend to produce higher profits only when ________ fall with increased market share.
numbers of customers
69.________ can adopt one of two competitive strategies: they can challenge the leader or they can play along with competitors and not rock the boat.
70.Although it might seem that the market leader has the most going for it, challengers often have what some strategists call a ________. The challenger observes what has made the leader successful and improves upon it.
"second mover advantage"
"strategic sweet spot"
"blue ocean strategy"
"red ocean strategy"