chapter 2

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chapter 2
2010-02-03 10:52:06
S302 Ch2

Chapter 2
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  1. 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.
  2. "Marketing strategy planning" means:
    finding attractive opportunities and developing profitable marketing strategies.
  3. A marketing strategy consists of two interrelated parts. These are
    Defining a target market and Marketing Mix
  4. The difference between target marketing and mass marketing is that target marketing
    focuses on specific customers, while mass marketing aims at an entire market.
  5. Marketing strategy planners should recognize that:
    target marketing is not limited to small market segments.
  6. "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.
  7. 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.
  8. Which of the following statements about marketing mix variables is false?

    A)"Promotion" includes personal selling, mass selling, and sales promotion.
    B)The term "Product" refers to services as well as physical goods.
    C)A channel of distribution does not have to include any itermediaries.
    D)Generally speaking, "Price" is more important than "Place."
    E)The needs of a target market virtually determine the nature of an appropriate marketing mix.
  9. 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.
  10. 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)market share is growing rapidly.
    B)most new product introductions are a success.
    C)most marketing decisions are effective and only a very small percentage of customers are dissatisfied.
    D)marketing programs are not producing great results.
    E)customer retention and loyalty rates are very high.
  11. 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.
  12. A breakthrough opportunity
    is one that helps an innovator develop a hard-to-copy marketing strategy that will be very profitable for a long time.
  13. Differentiation means that
    a firm's marketing mix is distinct from and better than what is available from a competitor.
  14. SWOT
    • -THREATS
  15. When a firm tries to increase sales by selling its present products in new markets, this is called:

    A)market penetration.
    B)market development.
    C)product development.
    E)market integration.
  16. 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.

    B)market development
    C)product development
    E)market penetration
  17. 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)market penetration.
    C)market development.
    D)product development.
    E)They will look at all opportunities equally.
  18. Marketing Management Process is the process of 1.___________2. ________________3.__________
    • 1. planning marketing activities
    • 2. directing the implementation of the plans
    • 3. control marketing plan and program
  19. Market Strategy includes 2 key items:
    • 1. target marketing
    • 2. marketing mix
  20. marketing mix includes the following 4 p's:
    • product
    • place
    • promotion
    • price
  21. target market
    similar(homogenous) group of customer the company wishes to appeal to
  22. mass marketing
    target is everyone
  23. market developmemnt
    customer takes same product into new market
  24. product development
    company takes new product to existing market
  25. diversification
    new product directed at new cusotomers
  26. market penetration
    present products into present markets
  27. Differentiation
    the marketing mix is distinct from and better than what is available from the competitor
  28. personal selling
    direct spoken communication between sellers and potential customers
  29. mass selling
    communicating with large numbers of customers at the same time
  30. advertising
    any paid form of non-personal presentation of ideas, goods, services.
  31. Sales Promotion
    stimulate trial, purchase by final customers, this can include use of coupons, point of purchase materials, samples, contests, events, catalogs, etc.
  32. marketing plan will include the following 3 elements followed by what in addition to the 3 elements?
    • - what marketing mix
    • - what company resources
    • - what results are expected
    • - control procedures
  33. marketing strategy planning means
    • 1. finding attractive opportunities
    • 2. developing profitable marketing strategies
  34. 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)
    • - cultural/social environment
    • - resources and objectives of firm
    • - competitive environment
    • - Economic and technological environment
    • - political and legal environment
  35. focus comes from what 2 things in marketing?
    product & market opportunities not just product
  36. Focus of chapters 2-4 Finding attractive product-market opportunities and evaluating them.