题目内容

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

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________ 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

Points-of-________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

A. parity
B. difference
C. inflection
D. presence
E. divergence