Answers Chap 7 -2 - Chapter 7The Marketing Plan TRUE\/FALSE 1 Small business marketing is best defined as the performance of distribution activities that

Answers Chap 7 -2 - Chapter 7The Marketing Plan TRUE/FALSE...

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Chapter 7—The Marketing PlanTRUE/FALSE1. Small business marketing is best defined as the performance of distribution activities that affect the flow of goods and services from producer to consumer or user.PTS: 1 REF: p. 200 OBJ: 7-1 TYPE: D NAT: Communication | Value Creation2. In order to achieve market success, a firm should concentrate on either providing an excellent product and/or service or devising an insightful marketing strategy.PTS: 1 REF: p. 201 OBJ: 7-1 TYPE: C NAT: Communication | Value Creation3. Regardless of the type of business, the consumer-oriented marketing philosophy is the best choice among the competing alternatives.PTS: 1 REF: p. 201 OBJ: 7-1 TYPE: C NAT: Ethics | Value Creation4. A marketing philosophy that originates with consumer needs is market-oriented.PTS: 1 REF: p. 201 OBJ: 7-1 TYPE: D NAT: Ethics | Value Creation5. In a small business, the entrepreneur's marketing philosophy typically shapes the firm's marketing activities.PTS: 1 REF: p. 201 OBJ: 7-1 TYPE: C NAT: Ethics | Value Creation6. Customer satisfaction is not the means to achieving a certain goal—it is the goal.PTS: 1 REF: p. 202 OBJ: 7-1 TYPE: C NAT: Communication | Value Creation7. Because many small business owners have strong production skills, they often attend mostly to the marketing side of the business to compensate.
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PTS: 1 REF: p. 201 OBJ: 7-1 TYPE: C NAT: Communication | Dynamics8. A detailed analysis of competitors is an important part of a firm's formal marketing plan.PTS: 1 REF: p. 203 OBJ: 7-2 TYPE: C NAT: Communication | Value Creation9. Because of the costs involved, it is typical for a business to formulate only a single sales forecast.PTS: 1 REF: p. 204 OBJ: 7-2 TYPE: C NAT: Communication | Finance10. If an entrepreneur anticipates several target markets, each individual segment must have its own corresponding customer profile.PTS: 1 REF: p. 203 OBJ: 7-2 TYPE: C NAT: Communication | Value Creation11. The marketing strategy section provides the most detailed information in a formal marketing plan.PTS: 1 REF: p. 205-206 OBJ: 7-2 TYPE: C NAT: Communication | Value Creation12. Researchers typically achieve higher response rates from mail and telephone surveys than from personal interviews.
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