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32. (p. 228) All marketing goals and objectives should be quantifiable in physical units, time units,or price units.33. (p. 229) When making decisions about pricing strategy, the entrepreneur should consider only costs directlyassociated with the product and ignore overhead.34. (p. 229) When products cannot be easily differentiated, the entrepreneur is forced to charge a lower price thanthe competition.35. (p. 230) It is harder to charge a high price if the company operates in a differentiated product market.36. (p. 230) The final price of a product or service is the sum of total cost plus profit margin.37. (p. 230) Major considerations in channel of distribution selection include degree of directness and number ofchannel members.38. (p. 230) Middlemen such as wholesalers have lower distribution costs because they operate with economies ofscale.39. (p. 231) Manufacturer's agents take title to products and resell them.40. (p. 232) Promotion using television is more expensive than promotion using the Internet and direct mail.41. (p. 234) The marketing plan is not meant to be a commitment by the entrepreneur to a specific strategy.42. (p. 234) Unrealistic goals are a common reason for failure of the marketing plan.Multiple Choice Questions43. (p. 211) Warby Parker was started by:44. (p. 212) Which of the following statements is(are) not true?
45. (p. 213) Competitor analysis begins with:46. (p. 214) _____ is the process of gathering information in order to determine who will buy the product and whatis the most appropriate distribution channel.47. (p. 214) Marketing research begins with: