Chapter 10

A_______, or strategic withdrawal, requires giving up untenable ground to reduce overstretching and allow concentration on the core business that can be defended against attack

• Contraction defense

• Position defense

• Mobile defense

• Pre-emptive defense

• Counter-offensive

Nespresso differentiates itself through all the elements of the marketing mix but more specifically in the way it distributes its products. It emphasizes its aspirational luxury positioning with its exclusive Nespresso boutiques and concessions in top department stores, as well as its online club. This is a good example of _______differentiation

• Product

• Brand

• Distribution

• Price

• Promotion

Where resources do contribute to customer value their uniqueness to the organization also needs to be assessed. Some resources, e.g._______ used, may offer little differentiation from those available to competitors.

• Plant and equipment

• Superior technology

• Better service

• Patents and copyrights

• Meaningful brand

The_______strategies are especially suitable where there are distinct, profitable, but underserved pockets within the total market, and where the company has an existing, or can create a new, differential advantage in serving that pocket

• Mass-marketing

• Differentiated

• Undifferentiated

• Niche

• segmented

There are two approaches to the_______. The first is to attempt to isolate the competitor from the supply of raw materials on which they depend and/or the customers they seek to serve. The second approach is to seek to offer an all-round better product or service than the competitor.

• Guerilla tactics

• Flanking attack

• Encirclement attack

• Bypass strategy

• Front attack

_______positioning places the customer at the center of building a maintainable hold on the marketplace. It shifts from the classic idea of companies developing a 'unique selling proposition�� (USP) to establishing a 'unique emotional proposition'.

• Brand

• Product

• Price

• Promotion

• Distribution

The resources to contribute to sustainable competitive advantage must serve to distinguish the organization's offerings from those of competitors. Which following resource does NOT contribute to the organization's sustainable competitive advantage?

• Better service

• Patents and copyrights

• Distribution outlets.

• Superior technology

• Meaningful brand

It will be clear that there are a variety of ways companies can attempt to create a competitive advantage for themselves. Some of these will be easier for competitors to copy than others. The most useful ways of creating defensible positions DO NOT lie in exploiting_______

• Acquisition of a competitor's competitive advantage

• Clear, tight definition of market targets

• Unique and valued products

• Established brand and company credibility

• Enhanced customer linkages

_______differentiation seeks to increase the value of the product or service on offer to the customer.

• Promotion

• Product

• Price

• Brand

• Distribution

Even resources that are unique to the organization run the risk in the longer term of imitation or substitution by competitors. However, different resources have different level of imitation. According to resource imitation ladder, patents and copyrights belong to _______level.

• Can be imitated but at a cost

• Often to imitate

• Easy to imitate

• Difficult to imitate

• Cannot be imitated