71.The market challenger may launch a full ________, matching the : 1410257
71.The market challenger may launch a full ________, matching the competitor's product, advertising, price, and distribution efforts. It attacks the competitor's strengths rather than its weaknesses.
72.Rather than challenging head-on, the challenger can make ________ on the competitor's weaknesses or on gaps in the competitor's market coverage.
a direct attack
a frontal attack
an indirect attack
an individual attack
a cautious attack
73.Many firms prefer to ________ rather than ________ the leader.
74.The market follower must keep its manufacturing costs and prices ________ or its product quality and services ________.
75.Almost every industry includes firms that specialize in serving target subsegments called ________.
76.________ is profitable because the needs of the target customer segment are better met than when other firms casually attempt to sell to the same segment.
77.Whereas the mass marketer achieves ________, the nicher achieves ________.
low margins; low volume
low volume; high margins
high volume; high margins
high volume; low margins
high margins; high volume
78.Computer mouse and interface device maker Logitech is only a fraction the size of giant Microsoft. Yet through skillful ________, it dominates the PC mouse market, with Microsoft as its runner-up.
79.The key to successful niching is ________.
having only a few specific customers
mass appeal of one idea
80.The market niche may dry up, or it might grow to the point that it attracts larger competitors. That is why many companies practise ________.