Chapter 01 Why is Marketing Management Important

A  True

B  False

A  False

B  True

A  communicate a product’s benefits clearly to the intended target customers.

B  analyze the market potential for a product’s horizontal diversification.

C  evaluate groups of industrial customers who share similar wants and needs.

D  choose a niche group segment from a selected set of industrial customers.

A  Segmentation identifies groups with similar wants or needs, while targeting deals with the marketing efforts required for an identified group.

B  Segmentation deals with tangible goods, while targeting deals with intangible services.

C  Segmentation identifies the customers and collaborators of a company, while targeting deals with the competitive factors in an industry.

D  Segmentation identifies the marketing effort required for a macro-environment group, while targeting identifies the marketing effort required for a micro-environment group.

A  provide additional information about a product to the public.

B  educate customers about a product’s benefits and values.

C  create an image of the product in the mind of a selected customer.

D  select a group of customers from a set of identified groups.

A  production

B  promotion

C  pricing

D  positioning

A  customer and company.

B  price and promotion.

C  collaborators and competitors.

D  context and market concentration.

A  A firm’s stock product

B  A firm’s complementary good

C  A firm’s natural resources

D  A firm’s stockholder

A  True

B  False

A  False

B  True

A  True

B  False

A  True

B  False

A  breweries

B  departmental stores

C  government agencies

D  bars

A  An ad encouraging the purchase of a Firefox mountain bike.

B  An ad introducing Pizza Hut’s new menu.

C  An ad encouraging the consumption of a Snickers bar.

D  An ad encouraging the consumption of eggs.

A  True

B  False