Chapter 11 COMPLETED

Question 1

Strategic market planning

Answer 1

Decisions are aimed at short-term, long-run, and seeking new opportunities

Investing for the future and maintaining portfolio diversification can prevent large swings in overall performance

Question 2

Measuring steps in portfolio analysis

Answer 2

Market attractiveness
Competitive position (competitive landscape)

Question 3

3 components of market attractiveness (MCM)

Answer 3

Market forces
Competitive environment
Market access

Question 4

3 components of market forces (MGB)

Answer 4

Market size
Growth rate
Buyer power

Question 5

3 components of competitive environment (NEP)

Answer 5

Number of competitors
Ease of entry
Price rivalry

Question 6

3 components of market access (CCS)

Answer 6

Customer familiarity
Channel access
Sales requirements

Question 7

3 components of competitive position (DCM)

Answer 7

Differentiation advantage
Cost advantage
Marketing advantage

Question 8

3 components of differentiation advantage (PSB)

Answer 8

Product quality
Service quality
Brand image

Question 9

3 components of cost advantage (UTM)

Answer 9

Unit cost
Transaction cost
Marketing expenses

Question 10

3 components of marketing advantage (MBD)

Answer 10

Market shares
Brand awareness
Distribution

Question 11

3 offensive strategies (IIN)

Answer 11

Invest to grow
Invest to improve position
New market entry

Question 12

4 defensive strategies (POMH)

Answer 12

Protect position
Optimize position
Monetize
Harvest/divest