Ch 2_ Marketing Strategy Pl - Ch 2 Marketing Strategy Planning Student 1 Planning implementation and control are basic jobs of all managers True False 2

Ch 2_ Marketing Strategy Pl - Ch 2 Marketing Strategy...

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Ch 2_ Marketing Strategy Planning Student: ___________________________________________________________________________ 1.Planning, implementation, and control are basic jobs of all managers. True False 2.The three basic jobs in the marketing management process are planning, implementation, and control. 3.The marketing management process consists of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans. 4.Strategic planning is a top management job that includes planning only for marketing. 5.Strategic planning is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. True False 6.Strategic (management) planning is a managerial process of developing and maintaining a match between the resources of the production department and its product opportunities. 7.Finding attractive opportunities and developing profitable marketing strategies are the tasks included in the marketing manager's marketing strategy planning job. 8.Marketing strategy planning is the process of deciding how best to sell the products the firm produces. 9.A marketing strategy specifies a target market and a related marketing mix. True False 10.A marketing strategy is composed of two interrelated parts--a target market and a marketing mix. 11.A marketing strategy is composed of two interrelated parts--planning and implementation. 12.The two parts of a marketing strategy are an attractive opportunity and a target market. 13.A target market consists of a group of consumers who are usually quite different. True False 14.A marketing mix consists of the uncontrollable variables which a company puts together to satisfy a target market. 15.Target marketing aims a marketing mix at some specific target customers. 16.Mass marketing means focusing on some specific customers, as opposed to assuming that everyone is the same and will want whatever the firm offers.
17.The mass marketing approach is more production-oriented than marketing-oriented. True False 18.The terms mass marketing and mass marketers mean the same thing. 19.The problem with target marketing is that it limits the firm to small market segments.

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