chapter 2

The marketing management process:

A) includes the on-going job of planning marketing activities.
B) is mainly concerned with obtaining continuous customer feedback.
C) involves finding opportunities and planning marketing strategies, but does not include the management tasks of implementing and control.
D) is called "strategic planning."
E) Both A and D are true statements.

"Marketing strategy planning" means:

A marketing strategy consists of two interrelated parts. These are

The difference between target marketing and mass marketing is that target marketing

Marketing strategy planners should recognize that:

"Place" is concerned with:

A) getting the product to its intended market.
B) intermediaries located between producers and consumers.
C) where, when, and by whom goods are offered for sale.
D) when and where products are wanted.
E) all of the above might be involved.

Catalogs, point-of-purchase materials, and free samples are all examples of:


A) publicity.
B) personal selling.
C) sales promotion.
D) advertising.
E) none of the above.

Which of the following statements about marketing mix variables is false?

A) "Promotion" includes personal selling, mass selling, and sales promotion.
B) A channel of distribution does not have to include any itermediaries.
C) The term "Product" refers to services as well as physical goods.
D) The needs of a target market virtually determine the nature of an appropriate marketing mix.
E) Generally speaking, "Price" is more important than "Place."

Ideally, a good marketing mix should:

A) be very similar to the marketing mix typically used by key competitors.
B) be determined by which marketing mix costs the least.
C) not include much advertising because it's expensive and usually isn't very effective.
D) flow logically from all the relevant dimensions of a target market.
E) All of the above are true.

Based on the discussion (and exhibit) in Chapter 2 that considers the effectiveness of different firms' marketing programs, you would conclude that in the majority of firms:

A) most marketing decisions are effective and only a very small percentage of customers are dissatisfied.
B) marketing programs are not producing great results.
C) market share is growing rapidly.
D) customer retention and loyalty rates are very high.
E) most new product introductions are a success.

The text's discussion of "death-wish marketing" suggests that

A) firms that don't spend more on marketing than their competitors are likely to fail.
B) managers who seek big breakthroughs, rather than going after easier to achieve marketing opportunities, face big risks and are likely to fail.
C) it is fairly common for marketing efforts to turn out poorly, so to avoid that fate and get better than average results, a good manager needs to use a logical process for marketing strategy planning.
D) getting good marketing results is really quite easy as long as the marketing manager focuses on the 4Ps.
E) all of the above are good answers.

A breakthrough opportunity

Differentiation means that

SWOT

When a firm tries to increase sales by selling its present products in new markets, this is called:

A) market development.
B) diversification.
C) market penetration.
D) market integration.
E) product development.

To improve its profits, Delta Tool Corp. has redesigned its entire line of rechargeable power drills—adding several new or improved features and three new models. Apparently, Delta Tool is pursuing a ______________ opportunity.

A) market development
B) product development
C) combiner
D) diversification
E) market penetration

Professional Dental Supply has been successfully selling dental instruments to dentists for the past twenty years, and has developed strong customer relations. When looking for new marketing opportunities, Professional Dental Supply will most likely look first at

A) product development.
B) diversification.
C) market development.
D) They will look at all opportunities equally.
E) market penetration.

Marketing Management Process is the process of 1.___________2. ________________3.__________

Market Strategy includes 2 key items:

marketing mix includes the following 4 p's:

target market

mass marketing

market developmemnt

product development

diversification

market penetration

Differentiation

personal selling

mass selling

advertising

Sales Promotion

marketing plan will include the following 3 elements followed by what in addition to the 3 elements?

marketing strategy planning means
1-
2-

marketing strategy variables are the four p's which can be controlled by the marketer. But what are the marketing environment variables variables not under the control of the marketer (hint: there are 5)

focus comes from what 2 things in marketing?

Focus of chapters 2-4 Finding attractive product-market opportunities and evaluating them.