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Answers to Review Questions Chapter 18

Answers to Review Questions Chapter 18 - Version 2 • Form...

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Chapter 18 1. Most marketing managers consider their product form or product category competitors to be the most serious threats. What are the pros and cons of this perspective? Pros: Allows easy identification of competitors It is often the case the form/category competition is the most dangerous Cons: Firms can get blind-sided by substitutes (e.g., Coke vs. Bottled Water) that sometimes pose a greater threat than direct competitors. 2. Using Kingsford Charcoal, identify examples of each of the four levels of competition. Version 1 Form: Charcoal (Brands and varieties) Category: Grilling (gas, charcoal, pellet) Generic: Cooking (restaurant, stove-top, camp-fire, grill) Budget: Food (meat, veggies, snacks, desserts, etc.)
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Unformatted text preview: Version 2 • Form: Quick Light Charcoal • Category: Charcoal • Generic: Grilling • Budget: Dining 3. Which digit in an industries NAIC code represents the smallest, most focused set of firms? The last digit (the 7 th in the latest system) 4. True / False; correct the underlined portion if false a. True/False: the competitor with the greatest mental ability is most likely to come out on top. FALSE; greatest understanding of his/her competitors b. On average people tend to be about level-2 thinkers. TRUE 5. Think about your chosen topic for the Marketing plan project. Identify the key competitors and substitutes and assess them using the framework discussed in class....
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