Question :
81.A company can become so ________ centred that it loses : 1410258
81.A company can become so ________ centred that it loses its even more important focus on maintaining profitable ________ relationships.
customer; competitor
competitor; customer
market; customer
market; competitor
competitor; product
82.A negative side of the ________ is that the company becomes too reactive. Rather than carry out its own customer relationship strategy, it bases its own moves on competitors' moves.
competitor-centred company
customer-centred company
market-centred company
dual marketing strategy
image-centred company
83.A positive aspect of a ________ is that the company develops a fighter orientation, watches for weaknesses in its own position, and searches out competitors' weaknesses.
market-centred company
customer-centred company
competitor-centred company
branding-centred company
image-centred company
84.A company that focuses on customer developments in designing its marketing strategies and on delivering superior value to its target customers is a ________.
market-centred company
geographic-centred company
target-centred company
customer-centred company
branding-centred company
85.When companies watch both their customers and their competitors, they are called ________.
promotion-centred companies
market-centred companies
competitor-centred companies
customer-centred companies
analytically centred companies
86.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
To plan effective marketing strategies, Bridgehead Coffee must find out all it can about its competitors. This means that it must undertake a _______.
competitor analysis
value discipline
competitive advantage
market position
competitive marketing strategy
87.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Baked goods, soups, and sandwiches made fresh daily in the Bridgehead central kitchen give the chain an advantage over Starbucks and other coffee chains because they offer consumers greater value. This is the basis of Bridgehead's _______.
competitor analysis
value discipline
competitive advantage
market position
competitive marketing strategy
88.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Bridgehead, Starbucks, and Second Cup all offer Ottawa coffee-seekers a trendy atmosphere, espresso-based beverages, and baked goods. One could say that these competitors belong in the same _______.
target market
strategic group
orientation
market share
trade corridor
89.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Bridgehead has chosen to compete with Starbucks and uses its selection of fair-trade coffee products as its competitive advantage. Some percentage of Starbucks' coffee products are fair-trade and the rest of its product portfolio and its coffee shop environment are very similar to Bridgehead. Starbucks would be considered a ________ competitor.
distant
weak
reactive
close
bad
90.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Bridgehead also competes with Tim Hortons for coffee and pastry sales but the two coffee shop environments are worlds apart. Tim Hortons would be considered a ________ competitor.
distant
weak
reactive
close
bad
91.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Bridgehead has an opportunity to open its next location on a city block where a Starbucks is already located. This is a ________ idea because ________.
good; Bridgehead can catch the latte-drinking spillover
bad; Starbucks customers are particularly brand loyal
ridiculous; city bylaws would never permit two coffee shops on the same block
bad; Bridgehead cannot compete with Starbucks' delicious baked goods
bad; urban hipsters always choose Starbucks
92.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
When Starbucks first came on the scene, no other company was offering the European-style coffee bistro experience. When Bridgehead came on the scene, no coffee shop was offering exclusively fair-trade coffee. Both competitors have embraced a(n) ________ strategy.
underdog
market challenger
socially responsible
reactive
blue ocean
93.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Bridgehead focuses its efforts on serving a few market segments well rather than going after the whole coffee market. Which of the four basic competitive positioning strategies is Bridgehead employing?
Differentiation
Overall cost leadership
Operational excellence
Focus
Customer intimacy
94.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
If Bridgehead were to provide superior value by precisely segmenting its markets and tailoring its products or services to exactly match the needs of targeted customers, which of the four value disciplines would it be employing?
Differentiation
Overall cost leadership
Operational excellence
Focus
Customer intimacy
95.Refer to the scenario below to answer the following question.
Bridgehead Coffee is an Ottawa-based chain of urban coffee shops. Bridgehead provides its customers with a European bistro-style coffee shop experience complete with baristas and espresso shots. The first location opened in downtown Ottawa in the mid-1990s and was the first purveyor of fair-trade only coffee beans and beverages. Since then, the chain has grown to 10 locations in the city, with plans to open at least two more locations a year in the next five years. Bridgehead is most popular with an urban, active audience with a social conscience. It has become a favourite meeting spot for runners, skiers, young parents, and even the hip new urban knitters. Loyal customers feel that Bridgehead offers them the same quality coffee as Starbucks and a very similar environment in which to work on laptops or meet friends and family. They do say that the food is better—fresher, tastier baked goods, soups, and sandwiches are made fresh daily in Bridgehead's central kitchen.
Instead of pursuing the whole coffee shop market, or even large segments, Bridgehead targets subsegments. This means that Bridgehead's competitive position is that of a _______.
market nicher
market leader
market challenger
market follower
market innovator
