Chapter 1: Marketing’s Value to Consumers, Firms, and Society
Chapter 2: Marketing Strategy Planning
Chapter 3: Evaluating Opportunities in the Changing Market Environment
Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5: Final Consumers and Their Buying Behavior
Chapter 6: Business and Organizational Customers and Their Buying Behavior
Chapter 7: Improving Decisions with Marketing Information
Chapter8: Elements of Product Planning for Goods and Services
Chapter 9: Product Management and New-Product Development
Chapter 10: Place and Development of Channel Systems
Chapter 11: Distribution Customer Service and Logistics
Chapter 12: Retailers, Wholesalers, and Their Strategy Planning
Chapter 13: Promotion—Introduction to Integrated Marketing Communications
Chapter 14: Personal Selling and Customer Service
Chapter 15: Advertising and Sales Promotion
Chapter 16: Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter 17: Pricing Objectives and Policies
Chapter 18: Price Setting in the Business World
Chapter 19: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

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1)         Planning, implementation, and control are basic jobs of all managers.

⊚        true
⊚        false

2)         Controlling the marketing plan is the first step of the marketing management process.

⊚        true
⊚        false

3)         The three basic jobs in the marketing management process are planning, implementation, and control.

⊚        true
⊚        false

4)         The marketing management process consists of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans.

⊚        true
⊚        false

5)         Strategic planning is a top management job that includes planning only for marketing.

⊚        true
⊚        false

6)         Strategic planning is the managerial process of developing and maintaining a match between an organization’s resources and its market opportunities.

⊚        true
⊚        false

7)         Strategic (management) planning is a managerial process of developing and maintaining a match between the resources of the production department and its product opportunities.

⊚        true
⊚        false

8)         Finding attractive opportunities and developing profitable marketing strategies are tasks included in the marketing manager’s marketing strategy planning job.

⊚        true
⊚        false

9)         Marketing strategy planning is the process of deciding how best to sell the products the firm produces.

⊚        true
⊚        false

10)       A marketing strategy specifies a target market and a related marketing mix.

⊚        true
⊚        false

11)       A marketing strategy is composed of two interrelated parts—a target market and a marketing mix.

⊚        true
⊚        false

12)       A marketing strategy is composed of two interrelated parts—planning and implementation.

⊚        true
⊚        false

13)       The two parts of a marketing strategy are an attractive opportunity and a target market.

⊚        true
⊚        false

14)       A target market consists of a group of consumers who are usually quite different.

⊚        true
⊚        false

15)       A marketing mix consists of the uncontrollable variables that a company puts together to satisfy a target market.

⊚        true
⊚        false

16)       Target marketing aims a marketing mix at some specific target customers.

⊚        true
⊚        false

17)       Mass marketing means focusing on some specific customers, as opposed to assuming that everyone is the same and will want whatever the firm offers.

⊚        true
⊚        false

18)       The mass marketing approach is more production-oriented than marketing-oriented.

⊚        true
⊚        false

19)       The terms mass marketing and mass marketers mean the same thing.

⊚        true
⊚        false

20)       “Mass marketers” like Target usually try to aim at clearly defined target markets.

⊚        true
⊚        false

21)       The problem with target marketing is that it limits the firm to small market segments.

⊚        true
⊚        false

22)       Potential customers are all alike.

⊚        true
⊚        false