The ________ has the largest market share and usually shows the way
to other firms in price changes, new-product introductions,
distribution coverage, and promotional intensity.
A) market
challenger
B) market entrant
C) market follower
D)
market nicher
E) market leader
Page: 299
E
When the total market expands, the ________ usually gains the most.
A) market challenger
B) market leader
C) market
follower
D) market nicher
E) market entrant
Page: 301
B
When a firm looks for new users in groups that might use the product
but do not, the firm is using the ________ strategy.
A)
new-market segment
B) market-penetration
C)
geographical-expansion
D) product development
E) diversification
Page: 301
B
As the marketing manager of a company that manufactures floor tiles,
Evans Smith is given a target to achieve 500 new customers by the end
of summer. He decides to search the market for probable customers who
might use the product but do not at present. Which of the following
strategies is Evans pursuing to increase the market demand for his
product?
A) market-penetration strategy
B) new-market
segment strategy
C) geographical-expansion strategy
D)
needs-assessment strategy
E) consolidation strategy
Page: 301
A
When firms look for new users in groups that have never used the
product before, the firm is using the ________ strategy.
A)
new-market segment
B) market-penetration
C)
geographical-expansion
D) product development
E) diversification
Page: 301
A
When Starbucks introduced its Tazo Tea line to bring in new customers
who had never gone to Starbucks because they don't drink coffee,
Starbucks was employing a ________ strategy.
A)
market-penetration
B) new-market segment
C)
geographical-expansion
D) niche identification
E)
blue-ocean
Page: 301
B
Trendz Inc. is a leading brand of fashion clothing and accessories
based in Houston. After gaining a strong foothold in the U.S., the
company wants to foray into foreign markets. The management at Trends
knows that people residing in other countries are likely to have
different tastes and preferences, so they may have to redesign some of
their offerings. Which of the following strategies is Trendz
using?
A) market-penetration strategy
B) outsourcing
strategy
C) geographic-expansion strategy
D) product
differentiation strategy
E) ethnocentric strategy
Page: 301
C
A market leader on the look out for more usage from existing
customers should focus on increasing the frequency of consumption and
________.
A) decreasing the product price
B) the product
line
C) the amount of consumption
D) decreasing production
turnover time
E) diversifying into unrelated markets
Page: 301
C
Which of the following marketing strategies requires either
identifying additional opportunities to use the brand in the same
basic way or identifying completely new and different ways to use the
brand?
A) increasing the amount of consumption
B)
decreasing the level of consumption
C) increasing dedication to
consumption
D) increasing product innovation
E) increasing
frequency of consumption
Page: 302
E
When food product companies advertise recipes that use their branded
products in entirely different ways, they are increasing the ________
of the brand.
A) amount of consumption
B) level of
consumption
C) dedication to consumption
D) frequency of
consumption
E) awareness consumption
Page: 302
D
Oliver, a company that produces different types of olive oil,
launched a promotional campaign focusing on the alternative uses of
olive oil. What strategy is the company implementing to expand its
total market demand?
A) using the new-market segment strategy to
attract new customers
B) improving the current level of product
performance
C) advertising new and different applications of the
brand
D) protecting its market share
E) using the
market-penetration strategy to attract new customers
Page: 302
C
Clorox runs ads stressing the many benefits of its bleach, such as
how it eliminates kitchen odors, in order to generate additional
opportunities to use the brand in the same basic way. This is an
attempt to ________.
A) increase the amount of consumption
B) increase the level of consumption
C) increase the
perception of consumption
D) increase the frequency of
consumption
E) increase the emotional implications of
consumption
Page: 302
D
Which of the following is the most constructive response a market
leader can make when defending its market share?
A) maintain
basic cost control
B) innovate continuously
C) provide
desired benefits
D) meet challengers with a swift response
E) provide expected benefits
Page: 302
B
To satisfy customers, a(n) ________ marketer finds a stated need and
fills it.
A) creative
B) responsive
C)
anticipative
D) laidback
E) inexperienced
Page: 302
B
A(n) ________ marketer looks ahead to needs customers may have in the
near future.
A) laidback
B) creative
C)
inexperienced
D) responsive
E) anticipative
Page: 302
E
A(n) ________ marketer discovers solutions customers did not ask for
but to which they
enthusiastically respond.
A)
laidback
B) responsive
C) inexperienced
D)
creative
E) anticipative
Page: 302
D
________ marketers are not just market-driven, they are proactive
market-driving firms.
A) Creative
B) Responsive
C)
Inexperienced
D) Laidback
E) Anticipative
Page: 302
A
Sony is an unusual market leader. It gives its customers new products
that they have never asked for (e.g., Walkmans, VCRs, video cameras,
CDs). This makes Sony a(n) ________ firm.
A) market-driven
B) market-driving
C) operations-driven
D)
vision-driven
E) virtually-driven
Page: 302
B
Which of the following is true about proactive marketing?
A) A
company needs creative anticipation to see the writing on the
wall.
B) Proactive companies create new offers to serve unmet and
unknown consumer needs.
C) Proactive companies refrain from
practicing uncertainty management.
D) A company needs responsive
anticipation to devise innovative solutions.
E) Companies are
winners when they are extremely risk-averse.
Page: 302-303
B
________ defense involves occupying the most desirable market space
in the minds of the consumers and making the brand almost impregnable.
A) Position
B) Flank
C) Preemptive
D) Mobile
E) Contraction
Page: 303
A
A marketing manager has planned a strategy that will require the
organization to erect outposts to protect its weak front-running
brands. In this ________ defense, the outposts will be central to the
organization's new competitive strategy.
A) position
B)
flank
C) preemptive
D) counteroffensive
E) mobile
Page: 303
B
________ is an aggressive maneuver where the firm attacks first,
perhaps with guerrilla action across the market and keeping everyone
off balance.
A) Position defense
B) Flank defense
C)
Contraction defense
D) Preemptive defense
E) Lateral
defense
Page: 303
D
The defensive marketing strategy wherein a stream of new products are
introduced by a firm and are announced in advance are referred to as
________ defense.
A) mobile
B) counteroffensive
C)
preemptive
D) contraction
E) flank
Page: 303
C
If Microsoft announces plans for a new-product development, smaller
firms may choose to concentrate their development efforts in other
directions to avoid head-to-head competition. In this example,
Microsoft is employing a ________ strategy.
A) preemptive
defense
B) counteroffensive defense
C) mobile defense
D) flank defense
E) contraction defense
Page: 303
A
In a ________ defense strategy, the market leader can meet the
attacker frontally and hit its flank, or launch a pincer movement so
that it's forced to pull back to defend itself.
A)
position
B) counteroffensive
C) preemptive
D)
contraction
E) flank
Page: 303
B
After Olay entered and took over the Indian market with its
anti-aging lotion, Ponds decided to defend its home turf by investing
heavily in a similar product, but that which used only natural
ingredients. This is an example of a ________.
A) position
defense
B) flank defense
C) counteroffensive defense
D) contraction defense
E) mobile defense
Page: 303
C
In ________, the market leader stretches its domain over new
territories that can serve as future centers for defense and offense.
A) counteroffensive defense
B) flank defense
C)
contraction defense
D) mobile defense
E) position defense
Page: 303
D
Market broadening and market diversification are likely tactics
employed in ________ strategies.
A) position defense
B)
flank defense
C) preemptive defense
D) counteroffensive
defense
E) mobile defense
Page: 303
E
When "petroleum" companies such as BP sought to recast
themselves as "energy" companies, increasing their research
into the oil, coal, nuclear, hydroelectric, and chemical industries,
these companies were employing a ________ strategy.
A)
preemptive defense
B) counteroffensive defense
C) mobile
defense
D) flank defense
E) contraction defense
Page: 303
C
When large companies can no longer defend all their territory, they
launch a ________ defense where they give up weaker markets and
reassign resources to stronger ones.
A) contraction
B)
preemptive
C) flank
D) mobile
E) position
Page: 304
A
In 2006, Sara Lee spun off products that accounted for a large
percentage of the company's revenues, including its strong Hanes
hosiery brand, so it could concentrate on its well-known food brands.
In this example, Sara Lee is employing a ________ strategy.
A)
preemptive defense
B) counteroffensive defense
C) mobile
defense
D) flank defense
E) contraction defense
Page: 304
E
A firm that is willing to maintain its market share, and not attack
the leader and other competitors in an aggressive bid for further
market share, is known as a ________.
A) market challenger
B) market leader
C) market follower
D) market nicher
E) market entrant
Page: 305
C
For a market challenger, attacking ________ is a high risk but
potentially high payoff strategy, which also allows it to distance
itself from other challengers.
A) a firm of its own size
B)
the market leader
C) a regional firm
D) an underfinanced
firm
E) a poorly performing firm
Page: 305
B
In a pure ________ attack, the attacker matches its opponent's
product, advertising, price, and distribution.
A)
guerilla
B) bypass
C) encirclement
D) frontal
E) flank
Page: 306
D
Epic Inc., a firm that produces chairs for offices, uses comparative
advertising to inform the consumers that its products offer the same
features and quality as the competitor's. This is an example of a(n)
________ attack.
A) guerilla
B) frontal
C)
encirclement
D) bypass
E) flank
Page: 306
B
The ________ can be used when the challenger spots areas where the
opponent is underperforming.
A) encirclement attack
B)
frontal attack
C) flank-geographic attack
D)
backwards-flank attack
E) guerilla warfare
Page: 306
C
Pepsodent launched a new product that could whiten teeth, fight
decay, and maintain fresh breath. Observing that Pepsodent did not
focus on the dental sensitivity aspect, Colgate introduced a
toothpaste which did all of the above and also protected sensitive
teeth. This is an example of a(n) ________ attack.
A)
frontal
B) flank
C) guerrilla
D) encirclement
E) bypass
Page: 306
B
A(n) ________ is another name for identifying shifts in market
segments that are causing gaps to develop, then rushing in to fill the
gaps and developing them into strong segments.
A) frontal attack
strategy
B) flanking strategy
C) encircling strategy
D) counteroffensive strategy
E) bypass strategy
Page: 306
B
The ________ attack attempts to capture a significant share of the
consumer market by launching a grand offensive on several
fronts.
A) frontal
B) bypass
C) flank
D)
encirclement
E) guerrilla
Page: 306
D
Sally Seabrook is an up-and-coming marketing manager for a large
department store chain. Ms. Seabrook has distinguished herself with
bold strategies such as launching attacks on her primary competitor
from several fronts, including advertising, new store openings, and
new distributor alliances. Which of the following market challenger
attack strategies is Ms. Seabrook using to attack her competition?
A) frontal attack
B) bypass attack
C) guerrilla
warfare
D) flank attack
E) encirclement attack
Page: 306
E
The ________ attack offers the firm an opportunity to diversify into
unrelated products, into new geographical markets, and leapfrogging
into new technologies.
A) bypass
B) flank
C)
frontal
D) guerrilla
E) encirclement
Page: 306
A
Appy Juices, a company that manufactures bottled water, diversified
into soft drinks before any of its opponents could launch a
diversified product. This would be an example of a(n) ________ attack.
A) flank
B) bypass
C) guerrilla
D)
encirclement
E) frontal
Page: 306
B
A marketing manager has decided to "leapfrog" competition
by moving into cutting-edge technologies. This indirect approach to
attacking competition can be characterized as ________.
A) flank
attack
B) encirclement attack
C) bypass attack
D)
guerrilla warfare
E) frontal attack
Page: 306
C
Selective price cuts, intense promotional blitzes, and occasional
legal action are commonplace in the strategic design of a(n) ________.
A) frontal attack
B) flank attack
C) bypass attack
D) encirclement attack
E) guerilla warfare
Page: 306
E
In his article, "Innovative Imitation", Theodore Levitt
argues that ________.
A) imitation is wrong and should be
punished
B) product imitation might be as profitable as product
innovation
C) innovation is not possible without substantial
imitation
D) innovation cannot begin unless dissatisfaction with
imitation occurs
E) imitation should be against the law because
of the intellectual property decision involved
Page: 307
B
As a market follower strategy, the ________ duplicates the leader's
product and packages and sells it on the black market or through
disreputable dealers.
A) innovator
B) cloner
C)
imitator
D) adapter
E) counterfeiter
Page: 307
E
Aron, a company manufacturing snack food and soft drinks, replicates
its product taste and packaging from Lay's, a market leader in snack
food industry. Later, it sells these imitated products on the black
market. This is an example of ________.
A) cloning
B)
imitating
C) counterfeiting
D) adapting
E) innovating
Page: 307
C
As a market follower strategy, the ________ emulates the leader's
products, name, and packaging, with slight variations.
A)
counterfeiter
B) cloner
C) imitator
D) adapter
E) innovator
Page: 307
B
Amani, a company that manufactures cloth for suits, strives to be
equal to Armani in product design, brand name, and product packaging.
This is an example of ________.
A) innovating
B)
adapting
C) imitating
D) cloning
E) counterfeiting
Page: 307
D
Tasteeos, Fruit Rings, and Corn Flakes sell for nearly $1 a box less
than leading cereal brands. Which market follower strategy is being
employed by the cereal manufacturer?
A) counterfeiter
B)
cloner
C) imitator
D) adapter
E) reverse innovator
Page: 307
B
The ________ copies some things from the leader but differentiates on
packaging, advertising, pricing, or location.
A) innovate
B)
adapt
C) cloner
D) imitator
E) counterfeiter
Page: 307
D
As a(n) ________, BurgerJacks, a fast food chain selling low-price
burgers, has differentiated on location by setting up base in the
Middle East, a market which the current leader of the industry
McDonalds has yet not exploited.
A) cloner
B)
imitator
C) counterfeiter
D) adapter
E) innovator
Page: 307
B
The TelePizza chain, which operates in Europe and Latin America, has
copied Domino's service model but maintains differentiation in terms
of location. TelePizza is an example of a(n) ________.
A)
counterfeiter
B) adopter
C) cloner
D) imitator
E) adapter
Page: 307
D
As a market follower, the ________ may choose to sell to different
markets, but often it grows into a future challenger.
A)
imitator
B) adapter
C) cloner
D) counterfeiter
E) innovator
Page: 307
B
Redo is a market follower in the wristwatch industry. After noticing
a shortfall in the market leader's product, Redo improves its product
to suit consumer needs and becomes a challenger for the market leader.
This is an example of ________.
A) counterfeiter
B) cloner
C) imitator
D) adapter
E) innovator
Page: 307
D
An alternative to being a market follower in a large market is to be
a leader in a small market. This type of competitor is called a
________.
A) marketing king
B) market nicher
C)
segment king
D) guerilla marketer
E) strategic clone
Page: 308
B
A firm that serves small market segments that are not being served by
bigger firms is known as a ________.
A) market challenger
B) market leader
C) market follower
D) market nicher
E) market entrant
Page: 302
D
The market leader strategy ensures high sales volume, whereas the
market nicher strategy allows firms to achieve ________.
A) high
margin
B) low margin
C) high promotability
D) medium
pricing
E) lower demand
Page: 308
A
Which of the following is true about market-nichers?
A) They are
market followers in small markets.
B) They tend to have high
manufacturing costs.
C) Their return on investment exceeds that
in larger markets.
D) A nicher achieves high volume as against a
mass marketer that achieves high margin.
E) They usually
experience long-term losses.
Page: 309
C
The key idea in successful nichemanship is specialization. Which of
the following specialists would most closely be identified with the
characterization of being an organization that limits its selling to
one customer?
A) end-user specialist
B) vertical-level
specialist
C) customer-size specialist
D)
specific-customer specialist
E) quality-price specialist
Page: 309
D
Newman Inc. is a company that manufactures saddles specifically for
horses that race in derbies in the U.S. and the UK. Within this
context the firm is exhibiting the role of a ________
specialist.
A) vertical-level
B) customer-size
C)
product-line
D) job-shop
E) service
Page: 309
C
A market nicher is considered to be a(n) ________ specialist if the
firm specializes in producing a certain type of product or product
feature such as, Rent-a-Wreck, that rents only "beat-up"
cars.
A) end-user
B) vertical-level
C) customer-size
D) channel
E) product-feature
Page: 309
E
A job-shop specialist ________.
A) sells only in a certain
locality, region, or area of the world
B) customizes its products
for individual customers
C) operates at the low- or high-quality
ends of the market
D) offers one or more services not available
from other firms
E) specializes in serving only one channel of distribution
Page: 309
B
A firm that is based in France designs jewelry and takes custom
orders from around the world. They do not design more than 15 pieces
of jewelry in a year and ensure that each design uses unique stones
and is different from the other. Such nichemanship is an example of
________ specialist role.
A) customer-size
B)
product
C) product-feature
D) job-shop
E) quality-price
Page: 309
D
When a bank takes loan requests over the phone and hand-delivers the
money to the customer, it becomes a ________ specialist.
A)
geographic
B) job-shop
C) quality-price
D)
channel
E) service
Page: 309
E
________ is the period of slow sales growth and nonexistent
profits.
A) Growth
B) Decline
C) Maturity
D)
Introduction
E) Stagnancy
Page: 310
D
Campbell Soups is a newly established company that specializes in
preparing healthy but tasty food for children under the age of 5. It
is incurring huge productions costs, nonexistent profits, and slow
sales growth. The company is in the ________ phase of its life
cycle.
A) stagnancy
B) introduction
C) maturity
D)
decline
E) growth
Page: 310
B
________ is a period of rapid market acceptance and substantial
profit improvement.
A) Stagnancy
B) Introduction
C)
Maturity
D) Decline
E) Growth
Page: 310
E
A dance school in the Bronx teaches professional hip-hop and salsa.
It is experiencing an increase in student admissions, which is leading
to substantial improvement in profits. The school is going through the
________ phase of its life cycle.
A) decline
B)
stagnancy
C) growth
D) introduction
E) maturity
Page: 310
C
________ is a slowdown in sales growth because the product has
achieved acceptance by most potential buyers.
A)
Obsolescence
B) Introduction
C) Growth
D)
Decline
E) Maturity
Page: 310
E
A music school in Boyles Height, LA, specializes in teaching the
guitar and the violin. After a spurt in growth and a few successful
years, the school is experiencing a slowdown in sales and stability in
its profits due to an increase in competition. The school is in the
________ stage of its life cycle.
A) introduction
B)
growth
C) decline
D) maturity
E) obsolescence
Page: 310
D
During the ________ stage of a product's life cycle, sales show a
downward drift and profits erode.
A) introduction
B)
growth
C) decline
D) obsolescence
E) maturity
Page: 310
C
After a couple of years of successful business, an experimental
theatre company based in Aurora is unable to sell tickets for its
theatre shows. They have been using profits from previous shows to run
the business. The company is in the ________ phase of its life
cycle.
A) maturity
B) obsolescence
C)
introduction
D) growth
E) decline
Page: 310
E
According to Peter Golder and Gerald Tellis, a(n) ________ is the
first to develop a working model of the product.
A)
developer
B) creative pioneer
C) market pioneer
D)
product pioneer
E) inventor
Page: 313
D
One of the ways to change the course of a brand is to modify the
product. Under product modification, ________ adds size, weight,
materials, supplements, and accessories that expand the product's
performance, versatility, safety, or convenience.
A) feature
improvement
B) quality improvement
C) style
improvement
D) size improvement
E) technological improvement
Page: 314
A
An alternate way to increase sales volume is to expand the number of
users. This can be done by ________.
A) having consumers use the
product on more occasions
B) having consumers use more of the
product on each occasion
C) having consumers use the product in
new ways
D) remaining in the current market segment
E)
attracting competitors' customers
Page: 315
E
An alternate way to increase sales volume is to increase the usage
rate among users. This can be done by ________.
A) converting
nonusers
B) having consumers use less of the product on each
occasion
C) having consumers use the product on more
occasions
D) attracting competitors' customers
E) entering
new market segments
Page: 315
C
________ is a distribution strategy that can be effectively used
during the growth stage of the product life cycle.
A) Building
product awareness
B) Phasing out unprofitable outlets
C)
Building selective distribution
D) Building intensive
distribution
E) Stressing on brand differences
Page: 317
D
Which of the following strategies should be adopted by marketers
during a recession?
A) increase investment on marketing existing
products
B) focus on expanding the customer base and not on the
retention of existing customers
C) focus primarily on price
reductions and discounts
D) concentrate on communicating the
brand value and product quality to consumers
E) stick to the
budget allocations adopted during the preceding years
Page: 318-319
D
Benz & Frendz Corp., a manufacturer of high end consumer
durables, experienced a sluggish sales growth in most of its product
categories during three consecutive quarters of 2009. However, market
analysis revealed that its competitors' sales had also slackened
during this period. Analysts pointed out that when all firms are
losing sales, it is extremely important to adopt strategies that are
aimed at retaining customers. This led the firm to reduce operation
costs while maintaining product quality. They also revamped their
marketing strategy to focus on the values created by their products.
Which of the following can be inferred from the strategies adopted by
the firm?
A) The company was trying to protect its market share
and continue to operate as a market leader.
B) The company was
focusing on geographical expansion.
C) The company was aiming to
capture a new market segment.
D) The company was marketing its
products amidst an economic downturn.
E) The company was focusing
on market penetration.
Page: 318-320
D
When the total market expands, the dominant firm usually gains the most.
Page: 301
true
The market leader should look for new customers or more usage from
existing customers.
Page: 301
true
A market-penetration strategy is one where a company searches for new
customers in a group that has never used a product before.
Page: 301
false
One way to increase the frequency of consumption of a product by
consumers is by introducing it in larger package sizes.
Page: 302
false
Increasing amount of consumption requires identifying additional
opportunities to use the brand in the same basic way.
Page: 302
false
A marketing program can communicate the appropriateness and
advantages of using the brand.
Page: 302
true
The most constructive response to protecting market share is
continuous innovation.
Page: 302
true
A responsive marketer looks ahead to needs customers may have in the
near future.
Page: 302
false
An anticipative marketer finds a stated need and fills it.
Page: 302
false
A creative marketer discovers solutions customers did not ask for but
to which they enthusiastically respond.
Page: 302
true
Position defense means occupying the most desirable market space in
consumers' minds, making the brand almost impregnable.
Page: 303
true
In counteroffensive marketing, the market leader can meet the
attacker frontally and hit its flank, or launch a pincer movement so
that it is forced to pull back to defend itself.
Page: 303
true
In contraction defense, the leader stretches its domain over new
territories through market broadening and market diversification.
Page: 303-304
false
Market diversification shifts the company's focus to unrelated industries.
Page: 304
true
Market challengers are companies that attack the leader and other
competitors in an aggressive bid for further market share.
Page: 305
true
Attacking the market leader proves successful and beneficial only
when the leader is not serving the market well.
Page: 305
true
A frontal attacking strategy is another name for identifying shifts
that are causing gaps to develop, then rushing to fill the gaps.
Page: 306
false
Encirclement attempts to capture a wide slice of territory by
launching a grand offensive on several fronts.
Page: 306
true
Guerrilla attacks consist of small, intermittent attacks,
conventional and unconventional, including selective price cuts,
intense promotional blitzes, and occasional legal action.
Page: 306
true
As a market-follower strategy, a counterfeiter emulates the leader's
products, name, and packaging, with slight variations.
Page: 307
false
As a market-follower strategy, an imitator duplicates the leader's
product and packages and sells it on the black market or through
disreputable dealers.
Page: 307
false
As a market-follower strategy, an adapter takes the leader's products
and adapts or improves them.
Page: 307
true
Firms with low shares of the total market can become highly
profitable through smart niching.
Page: 308
true
An alternative to being a follower in a large market is to be a
leader in a small market.
Page: 308
true
The nicher achieves high sales volume, whereas the mass marketer
achieves high margin.
Page: 308
false
The growth stage of a product's life cycle is a period of rapid
market acceptance and substantial profit improvement.
Page: 310
true
During the maturity stage of a product life cycle, profits stabilize
or decline because of increased competition.
Page: 310
true
A fashion is a basic and distinctive mode of expression appearing in
a field of human endeavor.
Page: 311
false
Fads are fashions that come quickly into public view, are adopted
with great zeal, peak early, and decline very fast.
Page: 311
true
An inventor is the first to develop a working model while a product
pioneer is the first to develop patents in a new-product category.
Page: 312
false
Price, distribution, and communication are the nonproduct elements
that marketers modify to increase product sales.
Page: 314
true
An alternate way to increase sales volume is to expand the number of
users by having them consume more of the product on each occasion.
Page: 315
false
An alternate way to increase sales volume is to expand the number of
users by converting nonusers.
Page: 315
true
An alternate way to increase sales volume is to increase the usage
rates among users by having consumers use the product in new ways.
Page: 315
true
An alternate way to increase sales volume is to increase the usage
rates among users by entering new market segments.
Page: 315
false
The prime objective, during the introduction stage of a product life
cycle, is to maximize market share.
Page: 317
false
The product strategy during the maturity stage of the product life
cycle should be to build more intensive distribution.
Page: 317
false
During economic downturn, the potential value and profitability of
some target consumers may change.
Page: 319
true
Heavy focus on price reductions and discounts during recession allow
firms to improve long-term brand equity and price integrity.
Page: 319
false