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Small Business An Entrepreneurs Plan Enhanced Canadian 7th Edition Knowles Test Bank 1
Small Business An Entrepreneurs Plan Enhanced Canadian 7th Edition Knowles Test Bank 1
MULTICHOICE
(A) decline
(B) mature
(C) embryonic
(D) growth
Answer : (C)
2. Which of the following involves visiting customers and analyzing their perception of the
competition?
competitive mapping
Answer : (B)
3. What is the term for the unique features that attract customers and encourage customer loyalty?
distinctive competency
Answer : (D)
5. Which of the following is the competitive intelligence process of evaluating your competitor's
strengths and weaknesses?
Answer : (C)
6. Which of the following is the competitive intelligence process of analyzing customers' perceptions
of the competition in order to find out what benefits and features are important to them?
Answer : (C)
7. Which of the following best describes the business arena when it is in the embryonic stage?
(A) saturated
Answer : (C)
8. Which of the following is the competitive intelligence process of establishing unique benefits and
features that the target customer values relative to the competition?
(A) targeting
(B) differentiation
(C) positioning
(A) Competition becomes fierce, and you are forced to try to attract customers away from your
competition in order to survive.
(B) There is little or no competition, and you are forced to try to attract customers away from your
competition in order to survive.
Answer : (A)
10. Which of the following competitive marketing strategies is exemplified by the establishment of a
"dollar store" that offers low retail prices?
(A) differentiation
(C) penetration
Answer : (B)
Answer : (C)
12. According to the author, what is a common time frame for high-tech businesses to go from birth
to product penetration?
(A) 3 months
(B) 6 months
(C) 1 year
(D) 2 years
Answer : (B)
13. Which of the following is the LEAST effective strategy for dealing with competition?
Answer : (D)
14. As described in the Chapter 5 opening case study, which of the following strategies was used by
Goodbye Graffiti owner Perri Domm?
(A) reduced competition and increased sales using a competitive test matrix
(D) used a SWOT analysis that allowed him to evaluate the external weaknesses and internal
opportunities of his competitors
Answer : (C)
15. Which of the following companies is illustrated in the text as a possible invisible competitor?
(A) 1-800-GOT-JUNK
(C) MVM
(D) McDonald's
Answer : (B)
16. What is the term for the process of establishing a unique product or service image in the mind of
the customer?
(C) positioning
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we were on the wide, slabby ridge once more, and descending with as
much speed as my presence and the necessary care would allow.
Suddenly my attention was arrested by a loud shout from my husband,
“Falling stones!” Now teaching, common sense, to say nothing of life in
London during the war, all told me that when missiles fall from above
the decorous thing to do is to take cover. But curiosity proved stronger
than common sense or teachings. I sat down and stared, fascinated by the
two immense blocks surrounded by smaller satellites that came whirring
relentlessly down towards us. I saw my husband make himself as small
as possible on the slab. Padrun went down on his knees and hid his head,
ostrich-wise, in a most inadequate hole. His bulky, nobbly knapsack,
bristling with two ice-axes, stuck up in the air—a fair target for any
missile. I was busily engaged calculating what the effect on Padrun
would be of the impact of a boulder upon the spike of one of the axes,
when I heard an agonised warning from my husband, and at the same
time received a jerk on the rope about my waist which effectively laid
me low. The spectacle Padrun presented proved too much for me,
however, and I lay there shaking with laughter, totally heedless of the
danger to which we were undoubtedly exposed. The rocks passed over
us; we were unscathed. Some fifty feet farther down, they crashed
explosively into the ridge and, their number increased a hundredfold,
resumed their mad course. When everything was quiet again above, we
moved off with all speed and presently arrived at a fairly well-defined
track over scree slopes which led on to the Col du Lion. Thence skirting
for some distance round the base of the Tête du Lion, the path brought us
down the so-called Grand Staircase to the green pasture-lands above
Breuil.
Something made us stop simultaneously and look back. Mists
concealed the mountains; but through a little circular rift in the clouds,
immeasurably far above and seemingly overhead, appeared a patch of
blue sky and a dark, irregular dome-like shape. “See where you have
stood,” said my husband proudly. Then only did I realise that what I saw
was the summit of the Matterhorn. Inexpressibly awed, I turned towards
the valley.
CHAPTER XIII
THE MATTERHORN
We roped in two parties; Fynn, Max and Obexer on one rope, Martini,
Case and myself on the other. Our commander-in-chief, bent on putting
the younger recruits through their paces, detailed Max and myself as
leaders. We on our part were only too eager to obey, and, as soon as all
was in readiness, we climbed down into the gap. Despite appearances, no
difficulty was encountered; the three prominent teeth in the gap were
easily circumvented. By the time that we had passed the third, the sun
disappeared behind the mountain, and for the first time the cold really
made itself felt. A few days previously, a violent thunderstorm had
deposited a sprinkling of snow, and the steep rocks now before us were
still white and partly glazed with a thin veneer of ice. Under these
circumstances we considered it advisable to forsake the backbone of the
ridge and traverse out for some considerable distance into the huge and
precipitous gully falling away to the Matterhorn Glacier. The work now
demanded great care, for, owing to the absence of jutting out bits of rock
over which the rope might have been belayed, a slip would have entailed
grave consequences. We all felt we could trust each other, however, and
without anxiety we pursued our course, cautiously plying the axe to
clean out the snow and ice from every hand- and foothold, until we at
last reached some good broken rocks which, though steep, led us without
much difficulty back to the ridge. We were now far above the teeth. For a
short time the ridge was adhered to, but once again it became steep, and
a treacherous layer of ice on the rock, masked by a covering of snow,
drove us once more out into the gully on the left. The rock here was very
steep, but more broken up. To even matters up somewhat, however, snow
filled up the interstices. It was extremely cold for midsummer, but,
owing to the steepness of the gully and the tricky nature of the work,
gloves could not be used, as they interfered too much with one’s grip on
handholds. For the second time that day we were climbing under
conditions where a slip on the part of one man would have involved all
his comrades on the rope in destruction, and we could not afford to make
mistakes. Fynn’s cheery voice exhorting us to “take our time and put
hands and feet down as if the Matterhorn belonged to us” supplied extra
encouragement, if indeed such were necessary, to do our best to show a
master in mountain-craft that the younger generation were eager to
emulate.
Up and up the gully we climbed, and, as we rose, it became steeper
and steeper, until the man below saw nothing but the nailed boot soles of
the man above. Snow choked all cracks and crannies and concealed
handholds, but fortunately the rocks were free from ice. Carefully
scraping and kicking, we cleared the snow away, and at last, just as my
bare fingers had become so cold as to be devoid of feeling, I scraped out
a channel in the little snow cornice crowning the exit of the gully and
stepped back on to the crest of the Zmutt ridge. Here at last was good
standing ground. The ridge was fairly broad. Behind us stood a
prominent rocky tower; in front the ridge led up towards the summit. On
the left, flanking the great gully by which we had ascended, was that
tremendous overhang on a branch on the ridge, which has been so aptly
called the “Nose of Zmutt.” The sunshine on the ridge was welcome
indeed after the chill hours spent in the shade. During the intervals in a
course of energetic exercises designed to restore circulation and warmth
to feet and hands, we ate a second breakfast. Again, however, the north
wind cut short our stay, and at eight o’clock we prepared for the final
section of the climb. Given normal conditions, two hours might have
sufficed to see us on the summit. As things were, however, five hours
were needed, in spite of the fact that from here onwards we climbed as
fast as we could go with safety and without resting. We attempted to
follow the ridge, but in a short time great steep steps, which occasionally
were overhanging and from which gigantic icicles depended, forced us
off the crest, this time out to the right towards the Italian ridge. Hitherto,
though we had undoubtedly surmounted two pitches requiring care and
delicate handling, and the work as a whole had been far from easy, the
task which now confronted us was an even more serious one. I gathered
the impression that under favourable conditions the ground over which
we were now to pass would have been perfectly straightforward and by
no means difficult. As it chanced, however, fresh snow lay about
everywhere, and, more pernicious still, the rocks were glazed with ice.
Shortly after leaving the ridge, we had to cut steps across a wide ice
slope on to a little rib of broken rocks, the crest of which was ice-free.
Viewing the rest of the ground from this point, I judged it advisable to
continue the traverse before attempting to climb upwards. Fynn,
however, who had taken over the lead of the second party, elected to
proceed directly up, although by so doing he had to climb over more
difficult ground. The reason for this choice was quite simple. There was
a great deal of loose rock about, and, owing to the difficult nature of the
ground, it was quite within the bounds of possibility that one or other of
us might start stones falling. It was in order to minimise danger from this
source that Fynn set himself the more laborious and intricate task of
continuing straight upwards.
“... that tremendous overhang called the ‘Nose of Zmutt.’”
Facing page 186.
After traversing for another hundred feet or so, I appeared to be almost
vertically under the summit. Considering that my opportunity had come,
I struck up over ice-glazed rocks and through ice-filled gullies;
preferably the latter, as the ice, as a rule, was sufficiently deep to permit
the cutting of good steps. Our party soon drew level with Fynn’s, but
could not overtake them, though we were working over less difficult
ground. Steadily and safely, Fynn led his party across ice-covered rocks
which would have taxed the skill of the very best. For over three hours
we fought our way inch by inch, until at last, almost simultaneously, both
parties reached the famous ledge known as Carrel’s Corridor. This ledge
runs from the Italian ridge across the face of the Matterhorn to the Zmutt
ridge. Here our difficulties were at an end. It is true that the rock wall
above the ledge was vertical, even overhanging, and that below were the
slippery slabs up which we had just come; but the corridor itself was in
places almost level and broad enough to afford perfectly secure footing
—a relief after what we had undergone. The ledge was heavily laden
with powdery, incohesive snow, through which we ploughed, knee-deep,
over towards the Zmutt ridge. Fynn had gained the corridor at a point
nearer the ridge than we had, and presently I saw him disappear round a
bold corner of rock. Obexer and Max in turn followed, and from their
lusty yells of joy we knew that they were back again on the ridge, and all
was now plain sailing to the top. On rounding the corner, I looked out
beyond those grim slopes, the scene of the tragedy of 1865, and espied
two parties making their way down to the Shoulder on the Swiss ridge.
Then I looked up. All was clear. The ridge, though in parts still steep,
consisted of rock which offered a profusion of holds for hand and foot,
and, dashing ahead at a great pace, we caught up Fynn’s party just as
they arrived on the Italian summit (14,705 ft.).
It was one o’clock. With us arrived another, and to us unpleasant,
visitor. Harbinger of ill weather, a dense bank of cloud shut out the sun
and obscured the view. But bad weather or no bad weather, we now
claimed the right to a square meal and a rest. The cooking apparatus was
brought forth, and knapsacks searched for food. Fynn unearthed a
veritable gold mine in the shape of a plum pudding, while Martini
produced that peculiar speciality of Italy called salami, a sausage whose
inside is reputed to be either cat, dog or donkey, or a discreet mixture of
all three. But appetites were too big to be over-fastidious, and what with
plum pudding, salami and other good and solid odds and ends, to be
washed down by generous supplies of hot tea, a feast was laid which
received full justice.
At two o’clock Fynn shepherded us together again, and the descent
was begun. Martini was the only one amongst us who had ever been on
the Italian ridge before, but, as he confessed to a bad memory, I was
deputed to find the way down, while to him and Fynn fell the onerous
post of bringing up the rear of their respective parties. In the dense fog
surrounding us, I was, for a moment or two, at a loss as to where to seek
for the start. Acting on Fynn’s advice to “go to the edge of the drop,” I
stepped out carefully towards the brink of the huge precipice that falls
away towards Italy. Almost at once I saw before me the bleached strands
of a stout rope fixed to a strong iron pin driven into the rocks. The details
of the Italian ridge having been dealt with in the preceding chapter, it
will, therefore, be unnecessary to repeat them here. Suffice it to say that
we descended the frost-riven rocks and precipices of this magnificent
ridge with all possible speed, goaded by the constant threat of a storm
that fortunately never broke.
It was not until we were far below the Pic Tyndall, and had descended
the great rope which enables one to avoid the battlemented crest above
the great tower, that we met with adventure. To regain the ridge below
the tower, a steep ice slope known as the “Linceul” has to be crossed. On
approaching this slope, we sighted a party of four German climbers, who
later informed us that they had already spent two hours endeavouring to
cross. Incapable of cutting steps, they were helpless. One, however,
possessed of more resolution than his comrades, was preparing to set
about making a last desperate effort to cross and, to assist him in his
endeavour, had called upon one of the others to hold him on the rope.
The latter untied the rope from around his waist and held it in his hands
as his companion did his utmost to cut steps. To us, who came upon the
scene at this very minute, the base object of the second man in untying
himself was only too obvious. He feared that, in the event of the first
man slipping, he might not be able to check the fall, and, tied to the rope,
he too might be dragged down over the precipice. By unroping and
merely grasping the rope in his hands, he would, in the event of a slip
proving too much of a strain on his strength, be able to save himself at
the expense of his comrade, by simply letting the rope go. The mountains
are indeed true and stern testers of friendship, loyalty and courage. On
seeing us, the Germans brightened up. They were profuse in their
explanations of their difficulties and requests for assistance. Both were
unnecessary, especially the former, for we recognised at once the
peculiar type of mountain climber with whom we had to deal. They
belonged to a self-styled group of “guideless” climbers who are
singularly deficient in mountaineering knowledge and ability and many
other qualities besides, which it will not be necessary to enumerate.
Their kind are to be met with everywhere in the Alps. Usually they
confine their activities to the easiest of climbs and snow trudges, where
they can follow unthinkingly in the deep-trodden tracks of previous
parties. Sometimes they venture on expeditions the difficulties of which
are beyond their powers; and, on such occasions, they take care to follow
on the heels of some efficient climbing party, be it guided or unguided.
This is actually what these four men had done. Early that morning they
had started out to follow a guided party up the Swiss and down the
Italian ridges of the Matterhorn. As far as the summit, they had contrived
to keep close behind. The difficulties of the descent, however, overtaxed
their powers, with the result that the guided party soon far outstripped
them, and they were left to their own resources. Hence the sad
predicament in which we found them. It is this special breed of
“guideless” climber, who is guideless only in that he does not himself
engage and pay for the services of a guide, that has in the past done so
much to bring discredit upon guideless climbing proper. The man who
professes to be a guideless climber should avoid frequented routes and
has no right to embark upon an undertaking to which he is not fully
equal, no matter what the circumstances may be.
Fynn sent on my party to cut the necessary steps across the Linceul,
while he, with the assistance of Max and Obexer, carefully nursed the
four incompetents over to the safe ground beyond. Soon afterwards we
passed the ruins of the old Italian hut and, descending some steep slabs
by means of a long fixed rope, arrived at the Italian Club Hut at 6.30
p.m. It was filled with climbers intending to make the ascent on the next
day, and, as the four rescued men were clearly incapable of proceeding
farther that evening, we had to make up our minds to continue the
descent, in order that they might find room for the night. We carried on
past the Col du Lion, down the Grand Staircase—those easy, broken
rocks south of the Tête du Lion—and gained the meadows above Breuil
just after nightfall. We boasted only one lantern amongst us. Fynn carried
it and unravelled the vagaries of a twisting track leading down towards
the far off, beckoning hôtel lights. At ten o’clock, twenty-one hours after
leaving the Schönbühl hut, tired but happy, we made our way through a
throng of inquisitive holiday makers to the dining-room of the Jomein,
and were soon bringing such hearty appetites to bear upon the good food
provided that the brows of even our worthy host rose high with
astonishment.
CHAPTER XIV
THE DENT D’HÉRENS
At 3.15 p.m., fifteen and a half hours after leaving the Schönbühl hut,
we passed over the little snow-crest which forms the summit of the Dent
d’Hérens. We did not halt; the weather was too menacing, and it behoved
us to get off the mountain as quickly as possible. Just beyond the
summit, we again altered the order of the rope—Forster retained the
lead, Peto came next, and I brought up the rear. After a short, easy climb
down the steep but firm rocks of the little summit cliff overlooking the
north-west face, we struck a well-trodden track in the scree slopes, and
passing down these and two ice slopes—the first a short one, the second
long enough to induce us to put on climbing irons—we reached a point
on the west ridge whence a convenient descent could be made over
broken rocks towards the Za-de-Zan Glacier. With the exception of one
chimney, which might well have been avoided, all was easy going until,
at the foot of the rocks, we had to descend a little ice slope and cross the
bergschrund below it. The deep snow covering the ice slope was in a
parlous condition, and Forster had to cut well into the ice beneath in
order to obtain secure footing. As luck would have it, we chanced to
strike the best place to cross the bergschrund; for the misty haze now
obscuring the sun also hid detail to such an extent that, until we were
actually on the bergschrund, it was at times hard even to detect its
presence. The usual sort of little zig-zag manœuvre by means of which
the weak points in the bergschrund’s defences were connected up, saw us
safely over on to the soft snow slopes below. We had no difficulty in
getting through the first small icefall to the Za-de-Zan Glacier, though at
one place we had to descend into a crevasse and make our way up the
other side in order to effect a crossing.
Passing close under the Tiefenmattenjoch, a long tramp in soft, wet
snow brought us to the edge of the lower icefall. Having been through
this fall in 1919, I now went ahead. But, failing to keep sufficiently far to
the left, I did not succeed in finding the quickest way through, with the
result that, to escape from its clutches, we finally had to resort to the
spare rope to descend a bergschrund which must have been nearly fifty
feet high. From there onwards all was plain sailing. A glissade and a
gentle walk over the nearly level basin of the glacier led to the top of the
moraine, whence, free from the sodden rope, we plunged down towards
the corner of the west ridge of the Tête de Valpelline, at the foot of which
stands the Cabane d’Aosta. The ten minutes’ uphill walk to the hut was,
for three weary mountaineers, as hard a pitch as any they had tackled that
day. The hut was none too tidy, but we had food and, some kindly
climbers having provided us with sufficient wood, we were able to cook
quite a passable meal. The weather did not actually break that evening,
but the whole sky was filled with dense masses of cloud driven up by the
south wind, and we went to sleep expecting to have a lively time in
crossing the Col de Valpelline on the following day.
Next morning we were under way at 6 a.m., and in less than three
hours had gained the Col de Valpelline. The sky was completely
overcast, and all major summits were hidden in cloud, but we suffered no
inconvenience from mist and, in under four and a half hours after leaving
the Cabane d’Aosta, were receiving the warm congratulations of the
Schönbühl hut caretaker, who had watched our ascent through his
telescope with such assiduity that he had strained his right eye and was
now in a state of perpetual wink!
FOOTNOTES:
[7] “Impossible.”
CHAPTER XV
MONT BLANC