Marketing Management, 14e (Kotler/Keller)
Chapter 11 Competitive Dynamics
1) 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
Answer: E
Page Ref: 299
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
2) 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
Answer: B
Page Ref: 301
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
3) 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
Answer: B
Page Ref: 301
Objective: 1
Difficulty: Easy

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4) 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
Answer: A
Page Ref: 301
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate
5) 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
Answer: A
Page Ref: 301
Objective: 1
Difficulty: Easy
6) 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
Answer: B
Page Ref: 301
Objective: 1
Difficulty: Easy

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7) 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
Answer: C
Page Ref: 301
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate
8) 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
Answer: C
Page Ref: 301
Objective: 1
Difficulty: Easy
9) 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
Answer: E
Page Ref: 302
Objective: 1
AACSB: Analytic skills
Difficulty: Easy


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10) 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
Answer: D
Page Ref: 302
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
11) 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
Answer: C
Page Ref: 302
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

12) 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
Answer: D
Page Ref: 302
Objective: 1
AACSB: Analytic skills
Difficulty: Easy

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13) 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
Answer: B
Page Ref: 302
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy

14) To satisfy customers, a(n) ________ marketer finds a stated need and fills it.
A) creative
B) responsive
C) anticipative
D) laidback
E) inexperienced
Answer: B
Page Ref: 302
Objective: 1
Difficulty: Easy
15) A(n) ________ marketer looks ahead to needs customers may have in the near future.
A) laidback
B) creative
C) inexperienced
D) responsive
E) anticipative
Answer: E
Page Ref: 302
Objective: 1
Difficulty: Easy
16) 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
Answer: D
Page Ref: 302
Objective: 1

Difficulty: Easy
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17) ________ marketers are not just market-driven, they are proactive market-driving firms.
A) Creative
B) Responsive
C) Inexperienced
D) Laidback
E) Anticipative
Answer: A
Page Ref: 302
Objective: 1
Difficulty: Easy
18) 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
Answer: B
Page Ref: 302
Objective: 1
Difficulty: Easy
19) 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.
Answer: B
Page Ref: 302-303
Objective: 1
Difficulty: Easy
20) ________ 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
Answer: A
Page Ref: 303
Objective: 1
Difficulty: Easy

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21) 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

Answer: B
Page Ref: 303
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
22) ________ 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
Answer: D
Page Ref: 303
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
23) 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
Answer: C
Page Ref: 303
Objective: 1
Difficulty: Easy

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24) 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
Answer: A
Page Ref: 303
Objective: 1
Difficulty: Easy
25) 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
Answer: B
Page Ref: 303
Objective: 1
Difficulty: Easy
26) 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
Answer: C
Page Ref: 303
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

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27) 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
Answer: D
Page Ref: 303
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
28) 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
Answer: E
Page Ref: 303
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
29) 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
Answer: C
Page Ref: 303
Objective: 1
AACSB: Analytic skills
Difficulty: Easy

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30) 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
Answer: A
Page Ref: 304
Objective: 1
Difficulty: Easy
31) 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
Answer: E
Page Ref: 304
Objective: 1
Difficulty: Easy
32) 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
Answer: C
Page Ref: 305
Objective: 2
Difficulty: Easy


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33) 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
Answer: B
Page Ref: 305
Objective: 2
Difficulty: Easy
34) 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
Answer: D
Page Ref: 306
Objective: 2
Difficulty: Easy
35) 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
Answer: B
Page Ref: 306
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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36) 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
Answer: C
Page Ref: 306
Objective: 2
AACSB: Reflective thinking
Difficulty: Easy
37) 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
Answer: B
Page Ref: 306
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
38) 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
Answer: B
Page Ref: 306
Objective: 2
AACSB: Analytic skills
Difficulty: Easy

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39) 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
Answer: D
Page Ref: 306
Objective: 2
Difficulty: Easy
40) 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
Answer: E
Page Ref: 306
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
41) 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
Answer: A
Page Ref: 306
Objective: 2
Difficulty: Easy

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42) 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
Answer: B
Page Ref: 306
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
43) 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

Answer: C
Page Ref: 306
Objective: 2
Difficulty: Easy
44) 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
Answer: E
Page Ref: 306
Objective: 2
AACSB: Analytic skills
Difficulty: Easy

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45) 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
Answer: B
Page Ref: 307
Objective: 3

AACSB: Analytic skills
Difficulty: Easy
46) 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
Answer: E
Page Ref: 307
Objective: 3
Difficulty: Easy
47) 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
Answer: C
Page Ref: 307
Objective: 3
AACSB: Analytic skills
Difficulty: Easy

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48) 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
Answer: B
Page Ref: 307
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
49) 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
Answer: D
Page Ref: 307
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
50) 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
Answer: B
Page Ref: 307
Objective: 3
AACSB: Reflective thinking
Difficulty: Easy

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51) 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
Answer: D
Page Ref: 307
Objective: 3
Difficulty: Easy
52) 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
Answer: B
Page Ref: 307
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
53) 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
Answer: D
Page Ref: 307
Objective: 3
AACSB: Analytic skills
Difficulty: Easy

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54) 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
Answer: B
Page Ref: 307
Objective: 3
Difficulty: Easy
55) 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
Answer: D
Page Ref: 307
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
56) 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
Answer: B
Page Ref: 308
Objective: 3
Difficulty: Easy


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57) 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
Answer: D
Page Ref: 302
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
58) 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
Answer: A
Page Ref: 308
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
59) 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.
Answer: C
Page Ref: 309
Objective: 3
Difficulty: Easy

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60) 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
Answer: D
Page Ref: 309
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
61) 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
Answer: C
Page Ref: 309
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
62) 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
Answer: E
Page Ref: 309
Objective: 3
Difficulty: Easy

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63) 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
Answer: B
Page Ref: 309
Objective: 3
Difficulty: Easy
64) 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
Answer: D
Page Ref: 309
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
65) 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
Answer: E
Page Ref: 309
Objective: 3

Difficulty: Easy

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66) ________ is the period of slow sales growth and nonexistent profits.
A) Growth
B) Decline
C) Maturity
D) Introduction
E) Stagnancy
Answer: D
Page Ref: 310
Objective: 4
Difficulty: Easy
67) 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
Answer: B
Page Ref: 310
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate
68) ________ is a period of rapid market acceptance and substantial profit improvement.

A) Stagnancy
B) Introduction
C) Maturity
D) Decline
E) Growth
Answer: E
Page Ref: 310
Objective: 4
Difficulty: Easy

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69) 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
Answer: C
Page Ref: 310
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate
70) ________ 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
Answer: E
Page Ref: 310
Objective: 4
Difficulty: Easy
71) 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
Answer: D
Page Ref: 310
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate

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72) 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
Answer: C
Page Ref: 310
Objective: 4
Difficulty: Easy
73) 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
Answer: E
Page Ref: 310
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate
74) 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
Answer: D
Page Ref: 313

Objective: 4
Difficulty: Easy

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75) 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
Answer: A
Page Ref: 314
Objective: 4
Difficulty: Easy
76) 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
Answer: E
Page Ref: 315
Objective: 4
Difficulty: Easy

77) 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
Answer: C
Page Ref: 315
Objective: 4
Difficulty: Easy

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