When a firm aims to underprice competitors and win market share, it is using a(n) strategy that requires relatively less marketing skills as compared to other strategies. A. focus B. overall cost leadership C. product differentiation D. price skimming

B. overall cost leadership

Explanation:

This term refers to the absolute lowest cost of manufacturing in an industrial sector. It is concerned with pricing, not with market leadership.

The correct answer is letter B

This kind of strategy consists of achieving leadership in total cost in an industry through a set of functional policies geared towards this goal.

Examples of decisions focused on achieving total cost leadership:

aggressive construction of facilities on an efficient scale;

vigorous pursuit of cost savings from experience;

strict control of costs and overheads;

minimizing cost in areas such as R&D, assistance, sales force, advertising.

A low-cost position produces above-average returns for the company in its industry, despite the presence of intense competitive forces.