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Marketing Chapter 2 True/false

37 Questions  I  By Brentito
Marketing Chapter 2 True/False
Chapter 2 true/false quiz

  
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Question Excerpt

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1.  The marketing management process consists of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans.
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B.
2.  Strategic (management) planning is a managerial process of developing and maintaining a match between the resources of the production department and its product opportunities.
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B.
3.  Marketing strategy planning is the process of deciding how best to sell the products the firm produces.
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B.
4.  A marketing strategy specifies a target market and a related marketing mix.
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B.
5.  A target market consists of a group of consumers who are usually quite different.
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B.
6.  A marketing mix consists of the uncontrollable variables which a company puts together to satisfy a target market.
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B.
7.  Target marketing aims a marketing mix at some specific target customers.
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B.
8.  The mass marketing approach is more production -oriented than marketing-oriented.
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B.
9.  The term "mass marketing" and "mass marketer" mean the same thing.
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B.
10.  The problem with target marketing is that it limits the firm to small market segments.
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B.
11.  The four "Ps" are: Product, Promotion, Price, and Personnel.
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B.
12.  The customer should not be considered part of the "marketing mix."
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B.
13.  The Product area is concerned with developing the right physical good service, or blend of both for the target market.
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B.
14.  A channel of distribution must include several kinds of intermediaries and collaborators.
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B.
15.  Customer service is needed when a customer wants the seller to resolve a problem with a purchase.
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B.
16.  Personal selling and advertising are both forms of sales promotion.
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B.
17.  Price is the most important of the four "Ps."
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B.
18.  The marketing mix should be set before the best target market is selected.
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B.
19.  A marketing plan and a marketing strategy mean the same thing.
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B.
20.  Implementation means putting the marketing plan into operation.
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B.
21.  Short-run decisions that stay within the overall guidelines set during strategy planning are called implementation decisions.
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B.
22.  A marketing program may consist of several marketing plans.
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B.
23.  A marketing program should lower customer equity.
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B.
24.  An extremely good marketing plan may be carried out badly and still be profitable while a poor but well-implemented plan can lose money.
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B.
25.  The watch industry has become much more marketing-oriented.
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B.
26.  Attractive opportunities are those that the firm has some chance of doing something about given its resources and objectives.
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B.
27.  "Breakthrough opportunities" are ones that help innovators develop hart-to-copy marketing strategies that will be very profitable for a long time.
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B.
28.  A firm with a "competitive advantage" has a marketing mix that the target market sees as better than a competitor's mix.
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B.
29.  It is useful to think of the marketing strategy planning process as a narrowing-down process.
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B.
30.  Segmentation is the process a manager goes through to decide which subgroups of customers to select.
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B.
31.  Differentiation means that a firm's marketing mix is similar to its competitor's mixes.
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B.
32.  There are usually more different strategy possibilities than a firm can pursue.
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B.
33.  A S.W.O.T. analysis is one way to zero in on a marketing strategy that is well-suited to the firm.
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B.
34.  Marketing opportunities involving present markets and present products are called "market penetration" opportunities.
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B.
35.  A "market development" opportunity would involve a firm offering new or improved products to its present markets.
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B.
36.  Often, attractive opportunities are fairly close to markets the firm already knows.
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B.
37.  When it comes to choosing among different types of opportunities, most firms tend to be production-oriented and usually think first of diversification.
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B.
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