The ultimate goal of sizing up the industry is to:
A) identify the industry life cycle.
B) identify the key success factors that are necessary for the firm to successfully compete in the industry.
C) monitor the nature and intensity of the competition.
D) All of the above.
C
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Businesses that lack both customer knowledge and competitor knowledge, and make competitive moves from an internal perspective with no real market knowledge are said to be working with a(n) ________ strategy
A) oblique B) inside-the-box C) reactive D) decentralization E) disintermediation
A marketer analyzing a company's manufacturing costs and the level of sales volume needed to cover those costs is analyzing the ________ element of the marketing mix
A) product B) promotion C) place D) physical evidence E) price
In the context of the buying process, a(n) _____ refers to the perceived difference between a buyer's desired and actual state of being.
A. knowledge gap B. research gap C. analytics gap D. needs gap E. learning gap
Which of the following communication channels is considered the richest medium?
A) Written proposal B) E-mail message C) Face-to-face conversation D) Blog posting