1) According to the text, marketing means:
B. Much more than selling and advertising.
C. Producing and selling.
2) For Tesla, a new firm that makes an electric sports car, estimating how many competitors will make electric vehicles and what kinds they will make, is:
A. A production activity.
B. One of the universal functions of innovation.
C. An example of the micro-macro dilemma.
D. A part of marketing.
3) Which of the following statements best describes the modern view of marketing?
A. Marketing should take over production, accounting, and financial services within a firm.
B. The job of marketing is to get rid of whatever the ...view middle of the document...
D. It is useful to think of the marketing strategy planning process as a narrowing-down process.
7) A firm's marketing mix decision areas would NOT include:
8) Which of the following is true?
A. The product P in the marketing mix stands for only tangible merchandise.
B. The product P in the marketing mix stands for both physical goods and services.
C. The product P in the marketing mix stands for both physical goods and tangible
D. The product P in the marketing mix stands for only physical goods.
9) Product is NOT concerned with:
A. Wholesale price.
D. Quality level.
10) Dell, Inc. wants to offer customers televisions in addition to computers. This is a change in their _____________________
11) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. The marketing mix variable that is being considered here is:
12) The ______ area of the marketing mix is concerned with decisions about getting the right product to the target market when and where it is wanted.
13) The main difference between a marketing strategy and a marketing plan is that:
A. A marketing strategy provides more detail.
B. A marketing strategy omits pricing plans.
C. A marketing plan includes several marketing strategies.
D. Time-related details are included in a marketing plan.
14) A marketing plan is:
A. A marketing strategy—plus the time-related details for carrying it out.
B. A target market and a related marketing mix.
C. A marketing strategy.
D. A marketing program.
15) Which of the following is part of a complete marketing plan?
A. Competitors' marketing strategies.
B. What company resources (costs) are required and at what rate.
C. How different marketing mixes (for different target markets) relate to each other.
D. All of these.
16) Marketing strategy planners should recognize that:
A. Large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets.
B. Target marketing is not limited to small market segments.
C. Mass marketing is often very effective and desirable.
D. Target markets should not be large and spread out.
17) Target marketing, in contrast to mass marketing,
A. Ignores markets that are large and spread out.
B. Focuses on fairly homogeneous market segments.
C. Assumes that all customers are basically the same.
D. Is limited to small market segments.
18) Good marketing strategy planners know that:
A. Mass marketing is often very desirable and effective.
B. The terms mass marketing and mass marketer mean basically the same thing.
C. Target marketing...