Rules for the Knowledge Contest
1. This contest consists of 42 questions (35
knowledge & 5 “fun” questions & 2 bonus
questions)
© 2005 John Wiley & Sons
2. It is a close-book contest since I think these are the
basics you need to know after a Marketing
Strategy course.
3. There are required questions (30), competitive
questions (10) and remedy questions (2).
PPT1
Required Questions
6 runs in total
© 2005 John Wiley & Sons
•
•
•
•
30 knowledge questions are required questions.
Each student is required to answer one question.
Each question is worth 10 points.
If the first answer is wrong, the student could ask his/her
group peers for help.
• If the second answer is right, the group can still get 5
points.
• If no one in the group could answer the question right,
the
group will be deducted 5 points.
PPT2
© 2005 John Wiley & Sons
Competitive Questions
10 questions
• 10 competitive questions: 5 - knowledge & 5 - fun
• Each question is won by the team who "buzzes
in" first and answers the question correctly.
• Teams may buzz in at any point after the question
is presented in the screen.
• If the first answer wrong, the team can purposely
select one other group to answer the same
question.
• Each question to be answered at the first time is
worth 20 points
• At the second time, the question is worth 10
points.
• The group with wrong answer will be punished 20
PPT3
points.
Remedy Questions
2 questions
© 2005 John Wiley & Sons
2 remedy questions, one worth 30 points will be given to
the weakest team at the moment; wrong answer will not be
punished.
If the first answer is wrong, the question will be passed to
the second weakest team.
PPT4
© 2005 John Wiley & Sons
Required Questions
1st run
PPT5
Question 1*: Fill-in-blank question:
© 2005 John Wiley & Sons
The four elements of a business strategy for a
firm are the product-market investment
decision, functional area strategies, the
customer value proposition and
PPT6
© 2005 John Wiley & Sons
Question 2: MC question:
Strategic marketing is involved in making
decisions, some of which include investment
decisions:
(a) Invest for growth
(b) Milk
(c) Maintain
(d) Liquidate
(e) Innovation
PPT7
Question 3: Fill-in-blank question:
© 2005 John Wiley & Sons
Uncertainty can be handled by precipitating a
strategic decision, by obtaining information
to reduce the uncertainty, and by
PPT8
Question 4*: Fill-in-blank question:
© 2005 John Wiley & Sons
There are two ways to group competitors; one
based on competitor’s strategies and the
other is based on
PPT9
© 2005 John Wiley & Sons
Question 5: MC question:
In conducting a competitor analysis, which of
the following is not relevant:
(a)Accounting methodologies
(b)Market share
(c)Image
(d)Positioning strategy
(e)Objectives and commitments
PPT10
© 2005 John Wiley & Sons
Required Questions
2nd run
PPT11
© 2005 John Wiley & Sons
Question 6: MC question:
Potential market entrants might use all but one
of the following to enter a market:
(a)Market expansion
(b)Market penetration
(c)Product expansion
(d)Backward/forward integration
(e)Export assets or competencies
PPT12
© 2005 John Wiley & Sons
Question 7: MC question:
Which of the following is not an indicator of
market maturity or decline?
(a)Customer disinterest
(b)Price pressure
(c)Saturation
(d)Predictions for high growth
(e)Buyer sophistication and knowledge
PPT13
Question 8: True or false question:
© 2005 John Wiley & Sons
The goals of environmental analysis are to
identify fads, trends and events that will only
affect strategy in a direct way.
PPT14
Question 9: True or false question:
© 2005 John Wiley & Sons
In the survey of 248 West Coast business
managers, the most frequently mentioned
SCA was financial resources.
PPT15
Question 10*: MC question:
© 2005 John Wiley & Sons
A sustainable competitive advantage has
several characteristics. Which of the
following is not one of them?
(a)Sustainability
(b)They can be leveraged
(c)They should be supported by assets and
competencies
(d)They cannot easily be neutralized by
competitors
(e)They are easily copied
PPT16
© 2005 John Wiley & Sons
Required Questions
3rd run
PPT17
Question 11*: True or false question:
© 2005 John Wiley & Sons
An SCA is necessary to compete and a KSF is
the basis for a continuing advantage.
PPT18
© 2005 John Wiley & Sons
Question 12: MC question:
Which of the following is not one of the three
philosophies of developing strategy?
(a)Strategic Drift
(b)Strategic Opportunism
(c)Strategic Adaptability
(d)Strategic Commitment
PPT19
Question 13*: Fill-in-blank question:
© 2005 John Wiley & Sons
A business strategy should be challenged with
respect to whether it contains a real and
perceived value proposition and whether that
value proposition is relevant,
and
PPT20
Question 14: MC question:
© 2005 John Wiley & Sons
Which of the following is not a competitive
advantage included in brand loyalty:
a. Reducing marketing costs
b.Entry to barrier
c. Increased name recall at time of purchase
d.Satisfied customer base projects
successful product
e. Provides time to respond to competitive
moves
PPT21
Question 15: Quick recall question:
© 2005 John Wiley & Sons
What are the three steps of creating a brand
identity ?
PPT22
© 2005 John Wiley & Sons
Required Questions
4th run
PPT23
Question 16*: Fill-in-blank question:
© 2005 John Wiley & Sons
The four ways to grow a business are to go
global, to energize the business, and
to
and
.
PPT24
© 2005 John Wiley & Sons
Question 17: MC question:
Brand extension evaluation asks three questions
according to the book. Which of the following is not
a brand extension question among the three?
a. Will the brand extension be profitable?
b.Will the extension enhance the brand
name and image?
c. Does the brand fit the new context?
d.Does the brand add value to the offering
in the new product class?
PPT25
Question 18*: Fill-in-blank question:
© 2005 John Wiley & Sons
Effective global brand management involves
an organizational entity to create crosscountry synergy, a system to create brandbuilding brilliance,
, and
.
PPT26
Question 19: Fill-in-blank question:
© 2005 John Wiley & Sons
Strategic brand consolidation process includes
five distinct steps: identifying the relevant
brand set,
,
,
Creating a revised brand portfolio strategy
and designing a transition strategy
PPT27
Question 20: True or false question:
© 2005 John Wiley & Sons
Business portfolio analysis provides a
structured way to evaluate business units on
two key dimensions:
- the attractiveness of the market involved
- the strengths of competitor’s position in that
market.
PPT28
© 2005 John Wiley & Sons
Required Questions
5th run
PPT29
Question 21*: Quick recall question:
© 2005 John Wiley & Sons
What are the four dimensions of an
organization?
PPT30
© 2005 John Wiley & Sons
Question 22: MC question:
An organization’s culture involves all but one
of the following:
a.Symbolic actions
b.Shared values
c.Norms of behavior
d.Managerial style of the CEO
e.Symbols
PPT31
Question 23: Fill-in-blank question:
,
© 2005 John Wiley & Sons
The hit industry topology includes
, and
.
PPT32
Question 24: True or false question:
© 2005 John Wiley & Sons
A strategic group is a customer segment that
is strategically important to the business.
PPT33
© 2005 John Wiley & Sons
Question 25: MC question:
Exit barriers are crucial to a firm’s ability to
exercise an exit alternative. Which of the
following is not an exit barrier?
a) Managerial pride
b) Government or social barriers
c) Specialized assets
d) High market growth rate
e) Fixed costs
PPT34
© 2005 John Wiley & Sons
Required Questions
6th run
PPT35
Question 26: True or false question:
© 2005 John Wiley & Sons
A user gap is caused when one segment uses
more of a product than another segment.
PPT36
Question 27*: Fill-in-blank question:
© 2005 John Wiley & Sons
Porter’s five factor model involves – the
intensity of competition, competition among
existing firms,
,
, and
.
PPT37
© 2005 John Wiley & Sons
Question 28: MC question:
Which of the following is not a risk of a high
growth market?
a) Overcrowding
b) Superior competitive entry
c) Projected high growth
d) Changing KSFs
e) Resource constraints
PPT38
Question 29: Fill-in-blank question:
,
© 2005 John Wiley & Sons
The three components of environmental
analysis are
,
and
.
PPT39
Question 30: Fill-in-blank question:
© 2005 John Wiley & Sons
Two benefits a strategic alliance can get are
that it can help a firm overcome trade
barriers and that it can
.
PPT40
© 2005 John Wiley & Sons
Competitive Questions
10 questions
• 10 competitive questions: 5 - knowledge & 5 - fun
• Each question is won by the team who "buzzes
in" first and answers the question correctly.
• Teams may buzz in at any point after the question
is presented in the screen.
• If the first answer wrong, the team can purposely
select one other group to answer the same
question.
• Each question to be answered at the first time is
worth 20 points
• At the second time, the question is worth 10
points.
• The group with wrong answer will be punished 20
PPT41
points.
Question 31*: Fill-in-blank question:
© 2005 John Wiley & Sons
Strategy decisions should be based on three
types of assessment: organizational
strengths and weaknesses; competitor
strengths, weaknesses and strategies; and
PPT42
Question 32: True or false question:
© 2005 John Wiley & Sons
The goal of strategic management is to
develop a strategy that exploits business
strengths and competitor weakness and
neutralizes business weaknesses and
competitor strengths.
PPT43
Question 33: Fill-in-blank question:
© 2005 John Wiley & Sons
Innovation can create what is often termed as
.
PPT44
Question 34: True or false question:
© 2005 John Wiley & Sons
Blue ocean business and red ocean business
both generally allow for above average
earnings.
PPT45
Question 35*: Fill-in-blank question:
The brand identity elements should be:
© 2005 John Wiley & Sons
Resonate with the market; Differentiate or reflect
points of parity; Have or Gain Credibility and
.
PPT46
Question 36:
© 2005 John Wiley & Sons
Apple Daily was launched in the newspaper
market in 1995 with indirect promotional
strategies to reduce its cover price to
Such price cutting caused confusion and
uncertainty in the newspaper market in Hong
Kong where the selling price was
standardized at
.
PPT47
Question 37:
The core competencies of Apple Daily are
.
© 2005 John Wiley & Sons
and
PPT48
Question 38:
© 2005 John Wiley & Sons
Medicine East’s Franchise Package
The franchise fees include
as initial
fees. After that, the franchisee has to pay
royalty on its monthly sales
revenue. The franchisee has to secure his or
her own store outlet and pay for its
renovation.
PPT49
Question 39:
© 2005 John Wiley & Sons
Recall at least two Youtube clips (brand names
or company names) we have watched in the
class for this course.
PPT50
Question 40:
© 2005 John Wiley & Sons
There were two students who used
PowerPoint for their mid-term essay
presentation. Who are they?
PPT51
Remedy Questions
2 questions
© 2005 John Wiley & Sons
2 remedy questions, one worth 30 points will be given to
the weakest team at the moment; wrong answer will not be
punished.
If the first answer is wrong, the question will be passed to
the second weakest team.
PPT52
Question 41: Remedy question
© 2005 John Wiley & Sons
What are the exact time and venue for the final
exam of MKT355?
PPT53
Question 42: Remedy question:
© 2005 John Wiley & Sons
Would you recall the five companies on which
our five groups choose to focus in their term
projects?
PPT54