Chapter 7Segmenting, Targeting, and Positioning
1. What is the term for a group of people or organizations that has wants and needs that can be
satisfied by particular product categories, has the ability to purchase these products, and is
Chapter 3 Strategic Planning for Competitive Advantage
1. Compaq Computers decision to charge customers for phone technical support to defray the
high cost of phone support and encourage customers to read documentation was a failure
Chapter 2The Marketing Environment, Social Responsibility, and Ethics
1. What is the term for the concern of business for the long-range welfare of both the company
and its relationships to the society within which it operates?
Chapter 1An Overview of Marketing
1. What does the term marketing refer to?
new product concepts and improvements
advertising and promotion activities
a philosophy that stresses customer