quiz002 - Chapter 02 Quiz Marketing Strategy Planning 1.The...

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Chapter 02 Quiz - Marketing Strategy Planning 1. The marketing management process: 1. includes the on-going job of planning marketing activities. 2. is mainly concerned with obtaining continuous customer feedback. 3. involves finding opportunities and planning marketing strategies, but does not include the management tasks of implementing and control. 4. is called "strategic planning." 5. Both A and D are true statements. Feedback: LearnObj: 1 Page: 32 2. "Marketing strategy planning" means: 1. finding attractive opportunities and developing profitable marketing strategies. 2. finding attractive opportunities and selecting a target market. 3. selecting an attractive target market. 4. selecting an attractive marketing mix. 5. selecting a target market and developing a marketing strategy. Feedback: LearnObj: 2 Page: 33 3. A marketing strategy consists of two interrelated parts. These are: 1. selection of a target market and implementing the plan. 2. selection of a target market and development of a marketing mix. 3. selection and development of a marketing mix. 4. finding attractive opportunities and developing a marketing mix. 5. finding attractive opportunities and selecting a target market. Feedback: LearnObj: 2 Page: 33 4. The difference between target marketing and mass marketing is that target marketing 1. means focusing on a small market. 2. focuses on short-run objectives, while mass marketing focuses on long-run objectives. 3. focuses on specific customers, while mass marketing aims at an entire market. 4. does not rely on e-commerce but mass marketing does.
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5. aims at increased sales, while mass marketing focuses on increased profits. Feedback: LearnObj: 3 Page: 34 5. Marketing strategy planners should recognize that: 1. target markets should not be large and spread out. 2. mass marketing is often very effective and desirable. 3. large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets. 4. target marketing is not limited to small market segments.
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