The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.
A. consumer profitability analysis
B. competitor indexing
C. service blueprint
D. competitive frame of reference
E. cluster analysis
________ are defined as companies that satisfy the same customer need.
A. Communities
B. Competitors
C. Trendsetters
D. Industries
E. Task groups
A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another.
A. community
B. task force
C. industry
D. focus group
E. umbrella brand
________ refers to the products or sets of products with which a brand competes and which function as close substitutes.
A. Consumer profitability analysis
B. Competitive frame of reference
Category membership
D. Value membership
E. Demand field