Essentials of Marketing 17th
Perreault’s Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning.
Test bank
ISBN10: 1260260372
ISBN13: 9781260260373
Essentials of Marketing
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
(Test Bank)
Essentials of Marketing
Edition: 17th Edition
Author Name: William Perreault and Joseph Cannon and E. Jerome McCarthy
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Student name:__________
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
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