119. The three basic tasks of ALL managers,

119. The three basic tasks of ALL managers, according to the text, are:

A. planning, staffing, and evaluating.

B. marketing, production, and finance.

C. execution, feedback, and control.

D. hiring, training, and compensating.

E. planning, implementation, and control.

120. Which of the following is one of three basic marketing management jobs?

A. To direct the implementation of plans

B. To control the plans in actual operation

C. To plan marketing activities

D. All of these are basic marketing management jobs

121. The marketing management process is the process of:

A. Planning marketing activities.

B. Implementing marketing plans.

C. Controlling marketing plans.

D. All of these.

122. Which of the following duties would not be performed by a firm’s marketing managers?

A. Planning activities

B. Directing the implementation of plans

C. Controlling plans

D. Overseeing the firm’s financial statements

E. Developing marketing mixes for target markets

123. Why can’t marketing managers be satisfied just planning present activities?

A. Markets are dynamic.

B. Consumers’ needs keep changing.

C. The environment keeps changing.

D. Competitors often change.

E. All of these are reasons why marketing managers can’t be satisfied just planning present activities.

124. The managerial process of developing and maintaining a match between the resources of an organization and its market opportunities is called:

A. management by objective.

B. marketing programming.

C. marketing strategy planning.

D. strategic (management) planning.

E. market planning.

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

A. Strategic (management) planning

B. Target marketing

C. Mass marketing

D. Resource allocation

E. Marketing control

126.”Marketing strategy planning” means:

A. finding attractive opportunities and developing profitable marketing strategies.

B. finding attractive opportunities and selecting a target market.

C. selecting an attractive target market.

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

 

D. selecting an attractive marketing mix.

E. selecting a target market and developing a marketing strategy.

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

 

127. Marketing strategies

A. enable marketing managers to be satisfied just planning present activities.

B. ensure that every opportunity is good for every company.

C. do not specify target markets and related marketing mixes.

D. provide a limited picture of what a firm will do in some market.

E. are not whole-company plans.

128. A marketing strategy

A. specifies a target market and a related marketing mix.

B. provides a focused but narrow picture of what a firm will do in some market.

C. is a market-oriented, whole-company plan.

D. includes two interrelated parts–product mix and product development.

E. includes the marketing mix, but does not specify customers.

129. A marketing strategy specifies:

A. a target market and a related marketing mix.

B. all the company’s resources.

C. a target market.

D. a target market and the company’s objectives.

E. a marketing mix.

130. A marketing strategy specifies:

A. a marketing mix.

B. a target market and a related marketing mix.

C. a target market.

D. the resources needed to implement a marketing mix.

131. A target market and a related marketing mix make up a:

A. Marketing plan.

B. Marketing strategy.

C. Marketing program.

D. Marketing analysis.

E. Marketing proposal.

132. Herbal Essences tries to sell its hair shampoos and conditioners to adult women, ages 18-24. These women represent Herbal Essences’ primary:

A. marketing strategy.

B. 4Ps.

C. target market.

D. marketing mix.

E. channel of distribution.

133. Target marketing, in contrast to mass marketing:

A. Assumes all customers have the same needs.

B. Assumes everyone is a potential customer.

C. Focuses only on small market segments.

D. Tailors a marketing mix to fit some specific group of customers.

E. Makes it more likely that a firm will face direct competition.

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

A. means focusing on a small market.

B. focuses on short-run objectives, while mass marketing focuses on long-run objectives.

C. focuses on specific customers, while mass marketing aims at an entire market.

D. does not rely on e-commerce but mass marketing does.

E. aims at increased sales, while mass marketing focuses on increased profits.

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

135.”Target marketing,” in contrast to “mass marketing,”

A. ignores the need for the firm to obtain a competitive advantage.

B. ignores markets that are large and spread out.

C. is limited to small market segments.

D. assumes that all customers are basically the same.

E. None of these answers is correct.

136. Which of the following statements about target marketing is incorrect?

A. Target marketing is not mass marketing.

B. Mass marketers like Kraft and Walmart may conduct target marketing.

C. Target marketing is not limited to small market segments.

D. Target marketing assumes that everyone is different and specifies some particular target customers. E.Target marketing is associated with the typical production-oriented approach that aims at everyone with

the same marketing mix.

137. Target marketing

A. is a production-oriented approach to marketing.

B. is essentially the same as mass marketing.

C. considers everyone to be a potential customer.

D. assumes that everyone is the same.

E. specifies some particular group of customers.

138. assume(s) that everyone is the same–and consider(s) everyone to be a potential customer.

A. Mass marketers

B. Target marketing

C. Mass marketing

D. Target marketers

E. Objective marketing

139. Marketing managers should view potential customers as

A. all alike.

B. all having the same needs.

C. always wanting to meet needs in the same way.

D. grouped into segments of similar consumers.

E. different types, but all having the same characteristics.

140. Good marketing strategy planners know that:

A. firms like Nabisco and Wal-Mart are too large to aim at clearly defined target markets.

B. target marketing does not limit one to small market segments.

C. mass marketing is often very desirable and effective.

D. the terms “mass marketing” and “mass marketer” mean basically the same thing.

E. target markets cannot be large and spread out.

141.”Target marketing,” in contrast to “mass marketing,”

A. is limited to small market segments.

B. assumes that all customers are basically the same.

C. ignores markets that are large and spread out.

D. focuses on fairly homogeneous market segments.

142. Identify the incorrect statement regarding target marketing.

A. Target marketing is not mass marketing.

B. Mass marketers cannot do target marketing.

C. Target marketing can mean big markets and profits.

D. Marketing-oriented managers practice “target marketing.”

E. It aims at a marketing mix that is tailored to fit specific target customers.

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

 

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test

Bank

143. The marketing mix

A. includes four variables — People, Place, Promotion, and Price.

B. includes the target market.

C. helps to organize the marketing strategy decision areas.

D. includes four variables — advertising, personal selling, customer service, and sales promotion.

E. does not focus on target customers.

144. In the marketing mix, the customer is:

A. one of the four components of the marketing mix.

B. the entity that selects the marketing mix.

C. the target market for the marketing mix.

D. the “place” in the four Ps of the marketing mix.

E. the “person” in the four Ps of the marketing mix.

145. The “four Ps” of a marketing mix are:

A. Production, Personnel, Price, and Physical Distribution.

B. Promotion, Production, Price, and People.

C. Potential customers, Product, Price, and Personal Selling.

D. Product, Price, Promotion, and Profit.

E. Product, Place, Promotion, and Price.

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