Market Research & Competitive Analysis Flashcards

A sales manager is using conjoint analysis. What does this technique primarily measure?

Answer: The relative value customers place on different product attributes

Conjoint analysis presents respondents with product combinations to determine how much they value each feature or attribute relative to others.

Which metric BEST measures how well a company is capturing available market demand compared to its competitors?

Answer: Relative market share

Relative market share compares a company's share to its largest competitor, indicating competitive position within the served market.

A manager is evaluating a market using the Ansoff Matrix. Selling existing products to new customer segments represents which strategy?

Answer: Market development

Market development involves taking existing products into new markets or customer segments, expanding reach without changing the core offering.

Win rate benchmarking against industry peers is MOST useful for which sales management decision?

Answer: Diagnosing whether competitive losses are systemic or representative

Comparing win rates to industry benchmarks reveals whether the company's competitive performance is an outlier or reflects broader market dynamics.

A sales manager collects Net Promoter Score data from customers. For competitive analysis purposes, this data is MOST valuable when:

Answer: Compared over time to identify trend changes after a competitor enters the market

Tracking NPS trend changes—especially coinciding with competitive events—helps isolate how market dynamics affect customer loyalty.

Which of the following BEST describes a 'share of wallet' metric in market research?

Answer: The percentage of a customer's total spend in a category captured by your company

Share of wallet measures what proportion of a customer's total category spending goes to your company versus competitors, indicating penetration and growth opportunity.

In competitive analysis, 'flanking' refers to which strategic approach?

Answer: Targeting underserved segments the competitor ignores to build a base

A flanking strategy avoids head-on competition by targeting segments the leader neglects, allowing a company to establish a stronghold before expanding.