题目内容

________ are defined as companies that satisfy the same customer need.

A. Communities
B. Competitors
C. Trendsetters
D. Industries
E. Task groups

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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

When Coca-Cola focused on developing its soft drink business but missed seeing the market for coffee bars and fresh-fruit-juice bars that eventually impinged on(侵犯) its soft-drink business, it was suffering from ________ because it defined competition in traditional category and industry terms.

A. factor elimination
B. marketing myopia(短视)
C. factor reduction
D. category points-of-parity
E. reliance on product description

Which of the following terms is most closely associated with the statement: "attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand"?

A. points-of-inflection
B. points-of-difference
C. points-of-parity
D. points-of-value
E. points-of-presence