Chapter 2 Marketing Strategy Planning

Chapter 2 Marketing Strategy Planning - Chapter: 2...

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Chapter: 2 Marketing Strategy Planning True-false Questions 1. The three basic jobs in the marketing management process are planning, implementation, and control. | Ans: True | Easy | LO: 1 | Pg. 32 | Definition | 2. Strategic planning is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. | Ans: True | Easy | LO: 1 | Pg. 33 | Definition | 3. Finding attractive opportunities and developing profitable marketing strategies are the tasks included in the marketing manager's marketing strategy planning job. | Ans: True | Easy | LO: 2 | Pg. 33 | Definition | 4. A marketing strategy is composed of two interrelated parts--a target market and a marketing mix. | Ans: True | Easy | LO: 2 | Pg. 33 | Definition | 5. A marketing strategy is composed of two interrelated parts--planning and implementation. | Ans: False | Easy | LO: 2 | Pg. 33 | Definition | 6. The two parts of a marketing strategy are an attractive opportunity and a target market. | Ans: False | Easy | LO: 2 | Pg. 33 | Definition | 7. Mass marketing means focusing on some specific customers, as opposed to assuming that everyone is the same and will want whatever the firm offers. | Ans: False | Easy | LO: 3 | Pg. 34 | Definition | 8. "Mass marketers" like Target usually try to aim at clearly defined target markets. | Ans: True | Easy | LO: 3 | Pg. 34 | Definition | 9. The "four Ps" of the marketing mix are People, Products, Price, and Promotion. | Ans: False | Easy | LO: 4 | Pg. 35 | Definition | 10. Product, Place, Promotion and Price are the four major variables (decision areas) in a firm's marketing mix. | Ans: True | Easy | LO: 4 | Pg. 35 | Definition | Chapter: 2 Marketing Strategy Planning 2- 1
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11. Although the customer should be the target of all marketing efforts, customers are not part of a marketing mix. | Ans: True | Easy | LO: 4 | Pg. 35 | Definition | 12. According to the text, a firm that sells a service rather than a physical good does not have a product. | Ans: False | Easy | LO: 4 | Pg. 36 | Definition | 13. The Product area of the marketing mix may involve a service and/or a physical good which satisfies some customers' needs. | Ans: True | Easy | LO: 4 | Pg. 36 | Definition | 14. The Place decisions are concerned with getting the right product to the target market at the right time. | Ans: True | Easy | LO: 4 | Pg. 37 | Definition | 15. Any series of firms (or individuals) from producer to final user or consumer is a channel of distribution. | Ans: True | Easy | LO: 4 | Pg. 37 | Definition | 16. A channel of distribution must include a middleman. | Ans: False | Easy | LO: 4 | Pg. 37 | Definition | 17. Personal selling, mass selling, and sales promotion are all included in the Promotion area of the marketing mix. | Ans:
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Chapter 2 Marketing Strategy Planning - Chapter: 2...

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