Given the following data from a recent Comparative Competitive Efforts page in the CIR: INTERNET SEGMENT Your Company Industry Average Your Company vs. Ind. Avg. Retail Price ($ per pair) $78.50 $76.28 +2.9% Search Engine Advertising ($000s) 6,000 6,225 -3.6% Free Shipping No None Same S/Q Rating 5.9 6.3 -6.3% Model Availability 400 300 +33.3% Brand Advertising 15,000 14,350 +4.5% Celebrity Appeal 180 111 +62.2% Brand Reputation 87 76 +14.5% Online Orders (000s) 684 538 +27.1% Pairs Sold (000s) 684 538 +27.1% Market Share (%) 12.7% 10.0% +27.0% Based on the above data for your company, which of the following statements is false? Your company's two biggest competitive advantages in the Internet Segment related to celebrity appeal and model availability. Your company’s percentage competitive advantages and disadvantages on the 8 competitive factors affecting Internet sales and market share resulted in a net overall competitive advantage of a size sufficient to produce an above-average 12.7 % market share. Your company's branded sales volume and market share in the Internet segment were positively impacted by your company's brand reputation. Your company had a price-based competitive advantage of 2.9%. Your company had a small competitive disadvantage in search engine advertising.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

See similar textbooks

Related questions

Question

Given the following data from a recent Comparative Competitive Efforts page in the CIR:

INTERNET SEGMENT	Your Company	Industry Average	Your Company vs. Ind. Avg.
Retail Price ($ per pair)	$78.50	$76.28	+2.9%
Search Engine Advertising ($000s)	6,000	6,225	-3.6%
Free Shipping	No	None	Same
S/Q Rating	5.9	6.3	-6.3%
Model Availability	400	300	+33.3%
Brand Advertising	15,000	14,350	+4.5%
Celebrity Appeal	180	111	+62.2%
Brand Reputation	87	76	+14.5%
Online Orders (000s)	684	538	+27.1%
Pairs Sold (000s)	684	538	+27.1%
Market Share (%)	12.7%	10.0%	+27.0%

Based on the above data for your company, which of the following statements is false?

Your company's two biggest competitive advantages in the Internet Segment related to celebrity appeal and model availability.

Your company’s percentage competitive advantages and disadvantages on the 8 competitive factors affecting Internet sales and market share resulted in a net overall competitive advantage of a size sufficient to produce an above-average 12.7 % market share.

Your company's branded sales volume and market share in the Internet segment were positively impacted by your company's brand reputation.

Your company had a price-based competitive advantage of 2.9%.

Your company had a small competitive disadvantage in search engine advertising.

Expert Solution