37.The major interacting components that enable a firm to successfully provide products to the marketplace are called the: A)marketing plan. B)marketing mix. C)marketing system. D)marketing structure. Answer: C Page: 242 Difficulty: Hard 38.Generally speaking, entrepreneurs see the external environment as: Page: 242 Difficulty: Medium 39.Which of the following is an internal environmental variable? Page: 243 Difficulty: Medium 40.Financial resources and the management team are both examples of the: Page: 243 Difficulty: Medium 41.The four variables that affect short-term marketing decisions are referred to as the: A)marketing mix. B)market segment. C)marketing plan. D)marketing system. Answer: A Page: 244 Difficulty: Medium 66 Hisrich, Entrepreneurship, Seventh Edition
Chapter 8 The Marketing Plan 42.The marketing mix consists of: Page: 244 Difficulty: Medium 43.The __________ is the specific group of potential customers toward which a venture aims its marketing plan. Page: 245 Difficulty: Medium 44.Market segmentation is the process of: Page: 246 Difficulty: Medium 45.Once the marketing goals and objectives have been established, the entrepreneur can begin to develop the __________ and __________ to achieve them. A) marketing plan, industry analysisB)marketing mix, consumer research C)marketing strategy, action planD)market research, industry analysis Answer: C Page: 248 Difficulty: Medium 46.In establishing goals and objectives, it is important to: Page: 248 Difficulty: Hard Hisrich, Entrepreneurship, Seventh Edition 67
Chapter 8 The Marketing Plan
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