Marketing Strategy Quiz Chapter 5

Câu 1: The_________has a number of key characteristics. First, they enable the provision of competitively superior value to customers. Second, they are resistant to duplication by competitors. Third, their value can be appropriated by the organization

• processes and practices

• Assets and capabilities

• know-hows and lessons

• sustainable competitive advantage (SCA)

• Key factors for success (KFSs)

Câu 2: Where the firm’s resources are stronger than competitors’ ones, and at the same time those resources are important in creating customer value, those resources are called_________

• Sleepers

• Hercules’s strength

• Crown jewels

• Black holes

• Achilles’ heels

Câu 3: All marketing assets of a firm are of little value if they are not actively exploited in the marketplace. The processes and practices that deploy marketing assets are _________.

• marketing capabilities

• marketing expertise

• marketing skills

• marketing practice

• marketing mix

Câu 4: Day (1994) proposed to distinguishing between two kinds of a company’s resources. company_________ are the endowments a business has accumulated, such as those resulting from investments in scale, plant, location and brand equity, Company __________ reflect the synergy between these assets and enable them to be deployed to the company’s advantage.

• capabilities; assets

• investments, capabilities

• fixed assets; variable assets

• tangible; intangible

• assets; capabilities

Câu 5: _______assets that a firm can gain externally. Although there are strategic risks involved, these assets can be seen as one way of increasing a company’s pool of assets and capabilities without incurring the expense and loss of time in developing them in-house.

• Intellectual

• Supply chain

• Internal support

• Alliance-based

• Customer-based

Câu 6: While dynamic capabilities in general are the ability to create new resources in changing markets, _______capabilities are the ability to create new marketing resources to identify, respond to and exploit change

• varying marketing

• dynamic marketing

• creative marketing

• Innovating marketing

• changing marketing

Câu 7: _______assets are ones that can be used to improve the organizational performance in the marketplace

• Internal support

• Intellectual

• Supply chain

• Customer-based

• Alliance-based

Câu 8: _______marketing capabilities are the firm’s ability to innovate and develop the next generation of goods and services. It relies on multi-disciplinary inputs from marketing, R&D, finance, operations and other functional disciplines

• Absorptive

• Evolutionary

• Dynamic

• Adaptive

• Innovative

Câu 9: _______assets are ones that are either tangible or intangible, valued by the customer or potential customer. They often exist in the mind of the customer and they are essentially intangible in nature.

• Internal support

• Customer-based

• Alliance-based

• Intellectual

• Supply chain

Câu 10: _______marketing capabilities center on the firm’s ability to identify and capitalize on emerging market opportunities. Adaptation implies doing things differently in response to external stimuli

• Dynamic

• Evolutionary

• Absorptive

• Adaptive

• Innovative