Crowdly

They over-emphasize market share as the sole determinant of business unit success.

They ignore the interdependence between different business units within a company.

All of the other options are criticisms of portfolio analysis methods.

What is one of the main advantages of using the growth/share matrix on Markstrat?

It allows for subjective interpretation to suit management's perspective.

Its construction is simple and based on readily available data.

It provides detailed strategies for resource allocation across brands.

It requires complex and hard-to-find data for its construction

How does Zara's design team stay informed about global fashion trends?

Conducting global surveys on fashion preferences

By attending fashion shows in Paris and Milan annually

Through magazines and online fashion publications

Using flat-screen monitors linked by webcam to offices in Shanghai, Tokyo, and New York

Cost and net contribution

Hill et al’s

(2005) Brand-Portfolio Renewal Framework includes an assessment of the brand’s

market position. According to Hill et al (2005) which term do they use for the metric which measures how strong a brand is today?

One approach to understanding

pricing practice, that is price setting and price management, is the resource-based view for example presented by Dutta et al (2003).

This

includes an assessment of the business in terms of its use of :

Human and systems capital

Ideal values and brand strength

In the Hill et al paper, Sleeper brands are referred to as those that have high levels of traction--everyone knows them--but they currently aren't going anywhere.

True

False

Intended, actual and perceived positioning

According to Fuchs &

Diamantopoulos (2010) there are 3 aspects of positioning which need to be

aligned and coordinated for the greatest positioning success. These are:

Leader, follower and implementer positioning

Association, discrete and implementer positioning

Intended, researched and delivered positioning

In Markstrat, why is it advisable to concentrate product development efforts on key dimensions?

To ensure the product becomes a market leader in every attribute.

To minimize both the base cost and the development budget.

To expedite the approval process from regulatory authorities.

To increase the complexity of the product for a niche market.

A brand assessment strategy

Wei and Wang described the firm

as market driving in their use of information when they adopt:

An information management strategy

An innovation strategy

A product adoption strategy

In Markstrat, the Performance menu allows users to plot the evolution of non-financial metrics such as environmental impact and social responsibility initiatives.

True

False