marketing quiz 1 (ch. 1-2)

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The ultimate aim of customer relationship management is to produce high​ _____. A. satisfaction B. sales volume C. customer equity D. share of customer E. ​customer-engagement marketing

customer equity

Fairly​ recently, Starbucks began expanding into China. At one​ point, Starbucks was opening a new store in China every 15 hours. Which​ product/market expansion strategy does this​ represent? A. Market penetration B. Diversification C. Pruning D. Market development E. Product development

market development

Marketing plays a key role in the​ company's strategic planning by providing a​ ________ concept philosophy and inputs regarding attractive market opportunities. A. product B. marketing C. production D. selling E. societal marketing

marketing

________ companies research customers deeply to learn about their​ desires, gather new product​ ideas, and test product improvements. A. ​Customer-driven B. ​Customer-conscious C. Market​ research-oriented D. Product​ development-driven E. ​Product-driven

​Customer-driven

A SWOT is a part of which marketing management​ function? A. Implementation B. Planning C. Control D. Analysis E. Organization

Analysis

Which of the following enhances how marketers learn about and interact with​ customers? A. Machine learning B. Big data and social media C. New digital devices D. Big data and marketing analytics E. Social media analytics

Big data and marketing analytics

Marketing departments can be organized in a number of ways.​ However, more and more companies are changing organizational focus from​ ________ to​ ________. A. product or territory​ management; functional marketing organization B. product management​ organization; market management organization C. product or territory​ management; customer relationship management D. customer relationship​ management; functional marketing organization E. customer relationship​ management; product or territory management

product or territory​ management; customer relationship management

A company rarely gets 100 percent of a​ customer's purchases for a product category. The share it does get of the​ customer's purchasing in its product categories is called​ ________. A. customer equity B. customer lifetime value C. share of market D. customer defections E. share of customer

share of customer

SWOT analysis

strengths, weaknesses, opportunities, threats

What are the variables in a​ company's marketing​ mix? A. ​Product, price,​ promotion, people B. ​Product, price,​ profits, people C. ​Profits, product,​ partners, people D. ​Product, price,​ profits, place E. ​Product, price,​ place, promotion

​Product, price,​ place, promotion

Which of the following represent market​ offerings? A. ​Products, services,​ information, and experiences B. ​Needs, wants,​ products, and advertisements C. ​Products, services,​ needs, and exchanges D. ​Value, satisfaction,​ sales, and profits E. ​Products, services,​ needs, and wants

​Products, services,​ information, and experiences

​_____________________________ compose a​ company's external value delivery network A. ​Suppliers, distributors, and customers B. ​Customers, competitors, and suppliers C. Other company​ departments, customers, and competitors D. ​Suppliers, customers, and other company departments E. ​Suppliers, distributors, and other company departments

​Suppliers, distributors, and customers

The core marketplace concepts are​ ________. A. ​needs, wants, and​ demands; market offerings​ (products, services, and​ experiences); value and​ satisfaction; exchange and​ relationships; and markets B. ​needs, wants, and​ demands; market offerings​ (products, services, and​ experiences); exchange and​ relationships; and markets C. ​needs, wants, and​ demands; market offerings​ (products, services, and​ experiences); value and​ satisfaction; and markets D. market offerings​ (products, services, and​ experiences); value and​ satisfaction; exchange and​ relationships; and markets E. ​needs, wants, and​ demands; market offerings​ (products, services, and​ experiences); and value and satisfaction

​needs, wants, and​ demands; market offerings​ (products, services, and​ experiences); value and​ satisfaction; exchange and​ relationships; and markets

Partners in a value chain would typically​ include: A. ​suppliers, distributors, and competitors B. ​customers, marketing​ managers, and other company departments C. ​top-level managers, middle​ managers, and marketing managers D. ​employees, marketing​ managers, and other company departments E. ​suppliers, distributors, and customers

​suppliers, distributors, and customers

The marketing information system​ (MIS) first​ ________. A. creates procedures for data gathering B. summarizes existing data C. creates databases of the data D. manipulates existing data E. assesses information needs

assesses information needs

Huge and complex data sets generated by​ today's sophisticated information​ generation, collection,​ storage, and analysis technologies are referred to as​ _______. A. big data B. a marketing information system C. customer insights D. competitive marketing intelligence E. marketing research

big data

What are the five marketing management functions used to manage the marketing​ process? A. Product​ development, pricing, customer​ service, promotion, and cost control B. ​Planning, segmenting,​ targeting, positioning, and implementing C. Writing an executive​ summary, conducting a situation​ analysis, planning, setting​ budgets, and outlining controls D. ​Analysis, planning,​ implementation, organization, and control E. ​Segmenting, targeting,​ positioning, differentiation, and control

Analysis, planning,​ implementation, organization, and control

Which of the following is included in a broad definition of​ marketing? A. Satisfying​ customers, beating​ competitors, and maximizing profits B. Selling, advertising, and promoting C. Creating customer​ value, building customer​ relationships, and having a strong selling orientation D. Advertising, selling, and developing quality products E. Creating customer​ value, building customer​ relationships, and engaging customers

Creating customer​ value, building customer​ relationships, and engaging customers

________ is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. A. Customer relationship management B. Customer engagement C. Customer growth D. Customer acquisition E. Customer satisfaction

Customer relationship management

________ are at the center of marketing strategy and programs. A. Market​ segmentation, differentiation, and positioning B. ​Value, relationships, and marketing planning C. Strategic​ planning, marketing​ planning, and sales planning D. Customer​ engagement, value, and relationships E. Customer​ engagement, customer relationship​ management, and relationships

Customer​ engagement, value, and relationships

hat is the correct sequence of the steps in the strategic planning​ process? A. Define the company​ mission, set company objectives and​ goals, design the business​ portfolio, and plan the market and other functional strategies B. Define the company​ mission, design the business​ portfolio, set company objectives and​ goals, and plan the market and other functional strategies C. Design the business​ portfolio, define the company​ mission, set company objectives and​ goals, and plan the market and other functional strategies D. Set company objectives and​ goals, define the company​ mission, design the business​ portfolio, and plan the market and other functional strategies E. Define the company​ mission, set company objectives and​ goals, plan the market and other functional​ strategies, and design the business portfolio

Define the company​ mission, set company objectives and​ goals, design the business​ portfolio, and plan the market and other functional strategies

What is the correct sequence of the four steps of the marketing research​ process? A. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings B. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings C. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings D. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings E. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives? A. Exploratory​ research, secondary​ research, and primary research B. Exploratory​ research, descriptive​ research, and survey research C. Descriptive​ research, survey​ research, and causal research D. Exploratory​ research, descriptive​ research, and causal research E. Demographic​ research, exploratory​ research, and attitudinal research

Exploratory​ research, descriptive​ research, and causal research

What are the three general sources from which marketers can obtain​ information? A. ​Competitors, the​ internet, and the media B. Internal​ data, marketing​ intelligence, and marketing research C. Marketing​ research, surveys, and scanners D. Sales​ records, the​ internet, and internal databases E. Internal​ data, big​ data, and global data

Internal​ data, marketing​ intelligence, and marketing research

A SWOT is a part of which marketing management​ function? A. Marketing organization B. Marketing control C. Marketing analysis D. Marketing planning E. Marketing implementation

Marketing analysis

To find the best strategy and mix and to put them into​ action, the company engages in five​ activities, including which of the​ following? A. Marketing​ analysis, planning,​ research, implementation, and organization B. Marketing​ analysis, planning,​ implementation, organization, and control C. ​Planning, implementation,​ research, organization, and control D. Marketing​ analysis, marketing​ research, implementation,​ organization, and control E. Marketing​ planning, sales​ planning, control,​ implementation, and organization

Marketing​ analysis, planning,​ implementation, organization, and control

One useful device for identifying growth opportunities is the​ product/market expansion​ grid, which includes which of the following​ strategies? A. Market​ penetration, market​ development, product​ development, and merger B. Market​ penetration, market​ development, product​ development, and acquisition C. Market​ potential, market​ development, product​ development, and diversification D. Market​ penetration, market​ development, product​ development, and consolidation E. Market​ penetration, market​ development, product​ development, and diversification

Market​ penetration, market​ development, product​ development, and diversification

The​ product/market expansion grid is a tool that allows marketers to identify growth opportunities. Of the​ following, which represent the four components of the​ product/market expansion​ grid? A. Market​ penetration, market​ development, product​ development, and diversification B. Product​ growth, market​ growth, customer​ growth, and profitable growth C. Product​ development, diversification, domestic​ expansion, and global expansion D. Product​ penetration, product​ development, diversification, and global expansion E. Global​ expansion, domestic​ expansion, customer​ expansion, and product expansion

Market​ penetration, market​ development, product​ development, and diversification

Which major trend is ideal for engaging customers​ anytime, anywhere, as they move through the buying​ process? A. Big data B. Sustainable marketing C. Globalization D. Mobile marketing E. Growth of​ not-for-profit marketing

Mobile marketing

Which of the following correctly identifies the five core customer and marketplace​ concepts? A. ​Needs, wants, and​ demands; market​ offerings; value and​ satisfaction; exchanges and​ relationships; and markets B. ​Needs, wants, and​ demands; market​ offerings; value and​ satisfaction; competitors; and profits C. ​Needs, wants, and​ demands; products;​ value; customers; and competitors D. ​Needs, wants, and​ demands; market​ offerings; value;​ satisfaction; and markets E. ​Needs, wants,​ demands, market​ offerings, and markets

Needs, wants, and​ demands; market​ offerings; value and​ satisfaction; exchanges and​ relationships; and markets

The focus of which of the following processes not only sets the stage for planning in the​ firm, but also represents the maintenance and development of the​ organization's goals and capabilities and its changing marketing​ opportunities? A. Strategic planning B. Marketing planning C. ​Long-range planning D. Research and development planning E. Annual planning

Strategic planning

What are the two keys to building lasting customer​ relationships? A. Innovative products and low prices B. Satisfaction and sales promotions C. Customer service and quality products D. Superior customer value and satisfaction E. Value and customer service

Superior customer value and satisfaction

Most standard portfolio analysis methods evaluate strategic business units​ (SBUs) on their performance in two important dimensions. What are these two​ dimensions? A. The attractiveness of the​ SBU's market or industry and the strength of the​ SBU's position in that market or industry B. The type of market or industry in which the company competes and the strength of the​ SBU's position in that market or industry C. The number of products a company produces and the number of foreign countries in which the company competes D. The attractiveness of the​ SBU's market or industry and the number of products the company produces E. The number of SBUs the company identifies and the number of products it produces

The attractiveness of the​ SBU's market or industry and the strength of the​ SBU's position in that market or industry

Which marketing management orientation holds that a firm should have a customer focus to achieve sales and​ profits? A. The selling concept B. The product concept C. The production concept D. The societal marketing concept E. The marketing concept

The marketing concept

​__________ consists of people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. Ethnographic research B. Big data C. Competitive marketing intelligence D. The marketing information system E. Marketing research

The marketing information system

According to Peter​ Drucker, what is the aim of modern​ marketing? A. To drive competitors out of business B. To make selling unnecessary C. To develop innovative products D. To price products as low as possible E. To maximize company profits

To make selling unnecessary

The marketing process consists of five key steps. Which of the following is the first​ step? A. ​Get, engage, and grow target customers B. Understand the marketplace and customer needs and wants C. Construct a marketing program that actually delivers superior value D. Design a​ customer-driven marketing strategy E. Understand customer needs and wants

Understand the marketplace and customer needs and wants

To design a winning marketing​ strategy, what are the two important questions a marketing manager must​ answer? A. What markets should we​ enter? How do we maximize sales in those​ markets? B. Who are our​ competitors? How can we beat our​ competitors? C. How can we serve our customers​ best? How can we maximize​ profits? D. What customers will we​ serve? How can we maximize​ profits? E. What customers will we​ serve? How can we serve these customers​ best?

What customers will we​ serve? How can we serve these customers​ best?

Customer insights come from good marketing​ information, which contributes to creating value and meaningful customer relationships. Companies use these customer insights to develop​ ________. A. marketing and sales advantages B. marketing plans C. financial and revenue projections D. a competitive advantage E. products and services

a competitive advantage

The key to learn about and engage with individual customers is to blend the new digital technologies and approaches with traditional marketing to create​ _______________________. A. ​customer-focused digital applications B. a smoothly integrated marketing strategy and mix C. superior social​ media, mobile​ apps, and television advertising D. comprehensive marketing plans E. promotions with wide customer appeal

a smoothly integrated marketing strategy and mix

Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________. A. an excellent resource to gather information on competitors B. a way to gather big data and perform analytics C. a way to provide useful customer insights D. an important strategic asset and marketing tool E. a​ revenue-generation tool

an important strategic asset and marketing tool

The two steps in business portfolio planning are​ ________ and​ ________. A. creating a corporate strategic​ plan; developing strategies for growth and downsizing B. analyzing the current business​ portfolio; developing strategies for growth and downsizing C. creating detailed functional​ plans; developing strategies for growth and downsizing D. analyzing the current business​ portfolio; developing revenue strategies E. analyzing past business​ portfolios; analyzing the current business portfolio

analyzing the current business​ portfolio; developing strategies for growth and downsizing

The best​ ________ is the one that best fits the​ company's strengths and weaknesses to opportunities in the environment. A. marketing plan B. strategic plan C. business portfolio D. functional plan E. product portfolio

business portfolio

Marketing is the process by which companies​ ________ and build strong customer relationships in order to​ ________. A. capture current​ revenue; gain future revenue B. create value for​ customers; capture value from customers in return C. create value for​ customers; capture revenue from customers D. capture value from​ customers; capture future revenue E. sell products and​ services; obtain revenue

create value for​ customers; capture value from customers in return

To​ ________ for customers and​ ________, marketers must first gain​ fresh, deep insights into what customers need and want. A. create​ value; design exceptional products B. create​ value; build exceptional products C. create​ value; build repeat revenue streams D. produce​ results; build meaningful relationships E. create​ value; build meaningful relationships with them

create​ value; build meaningful relationships with them

The marketing process involves five steps. The first four steps focus on​ ________. A. revenue generation B. implementing a market strategy C. creating value for customers D. understanding the marketplace E. ​getting, engaging, and growing target customers

creating value for customers

Satisfied customers buy again and tell others about their good experiences. What is customer satisfaction based​ on? A. product price B. exchange C. customer referrals D. customer expectations E. markets

customer expectations

Understanding​ needs, wants, and demands helps companies to design market offerings and build​ value-laden customer relationships through which they can capture​ ____________________________. A. a greater share of customer and greater share of customer equity B. greater customer equity and greater share of market C. customer lifetime value and greater share of customer equity D. customer lifetime value and greater share of customer E. great international market share and greater customer equity

customer lifetime value and greater share of customer

The marketing concept holds that successful marketing strategies are based on​ _______. A. customer satisfaction and value B. continually improving products in quality and performance C. sustainable marketing strategies D. products that are affordable and available E. ​large-scale selling efforts

customer satisfaction and value

The marketing process consists of five distinct​ steps, with four of them focused on creating value for customers. One strategy for creating value for customers is​ ________, which fosters direct and continuous customer involvement in shaping brand​ conversations, brand​ experiences, and brand community. A. ​customer-engagement marketing B. intrusion marketing C. mass marketing D. advertising and sales promotion E. telemarketing

customer-engagement marketing

The first four steps of the marketing process focus on creating value for customers. The next step is designing a​ ________. A. customer​ value-driven marketing strategy B. process improvement plan C. customer relationship strategy D. sales strategy plan E. marketing plan

customer​ value-driven marketing strategy

The step in the strategic planning process that should be​ market-oriented, realistic,​ specific, motivating, and consistent with the market environment is ​________. A. designing a business portfolio B. setting goals and objectives C. defining the​ company's mission D. developing functional plans E. developing business unit strategies

defining the​ company's mission

The definition of the​ company's mission is the first step in the strategic planning process. The mission is then transformed into​ ________, which in turn guide decisions about​ ________. A. a detailed business​ portfolio; supporting goals and objectives B. a detailed business​ portfolio; functional planning C. detailed supporting goals and​ objectives; the business portfolio D. detailed supporting goals and​ objectives; functional planning E. detailed functional​ planning; the business portfolio

detailed supporting goals and​ objectives; the business portfolio

A marketing information system​ (MIS) helps users analyze and use information to​ ________, ______________, and​ _______________. A. develop customer​ insights, manage sales​ strategies, and manage customer relationships B. develop customer​ insights, make marketing​ decisions, and manage customer relationships C. develop customer​ insights, make select marketing​ decisions, and manage vendors D. develop customer​ insights, make marketing​ decisions, and manage vendors E. make marketing​ decisions, manage vendor​ relationships, and manage customer relationships

develop customer​ insights, make marketing​ decisions, and manage customer relationships

Advances in​ ________ are forces that offer exciting new opportunities to target customers more selectively and engage them more deeply. A. visualization software technologies B. digital media streaming technologies C. big data and analytics D. ​e-commerce and mobile payment technologies E. digital and social media

digital and social media

In recent​ years, today's marketers are also reexamining their​ ________ responsibilities. A. ethical and societal B. cultural and societal C. ethical and cultural D. moral and ethical E. economic and ethical

ethical and societal

The first step in the marketing research process involves defining the problem and setting research objectives​ , which might be​ _________, ___________, or​ ____________ research. A. ​exploratory, secondary, or primary B. ​exploratory, causal, or consumer C. ​exploratory, descriptive, or causal D. ​exploratory, characteristic, or descriptive E. ​descriptive, focus​ group, or causal

exploratory, descriptive, or causal

The mission is transformed into detailed supporting goals and​ objectives, which in turn guide decisions about the business portfolio. Then each business and product unit must develop detailed​ ________ plans in line with the​ company-wide plan. A. functional B. strategic C. sales D. revenue E. product development

functional

The third step in the marketing research process calls for implementing the marketing research plan by​ ________. A. hiring a market research firm and gathering and processing information B. gathering and analyzing information C. processing and analyzing information D. setting a​ budget, hiring a market research​ firm, and beginning research E. ​gathering, processing, and analyzing the information

gathering, processing, and analyzing the information

Marketers are viewing information not only as an input for making better​ decisions, but also as​ a(n) ______________. A. strategic planning tool and marketing tool B. important strategic asset and marketing tool C. important strategic asset and sales tool D. important marketing tool and advertising tool E. important product development tool and advertising tool

important strategic asset and marketing tool

The​ customer-driven company divides the total market into smaller​ segments, selects segments it can best​ serve, and decides how it wants to bring value to target consumers in the selected segments. It then designs​ a(n) ________. A. revenue plan B. comprehensive sales plan C. integrated marketing mix D. integrated marketing plan E. integrated marketing communications plan

integrated marketing mix

The second critical phase in developing a marketing information system​ (MIS) is developing information. The information is developed from​ ________, __________, and​ ____________. A. internal​ databases, marketing intelligence​ activities, and shopper research B. internal​ databases, customer​ analytics, and marketing intelligence activities C. internal​ databases, business​ analytics, and marketing research D. internal​ databases, marketing intelligence​ activities, and secondary research E. internal​ databases, marketing intelligence​ activities, and marketing research

internal​ databases, marketing intelligence​ activities, and marketing research

________ is the process of dividing a market into distinct groups of buyers who have different​ needs, characteristics, or​ behaviors, and who might require separate marketing strategies or mixes. A. Marketing strategy B. Differentiation C. Positioning D. Market segmentation E. Market targeting

market segmentation

A​ __________________________ consists of the people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. marketing research department B. marketing analytic system C. marketing technology system D. marketing information system E. marketing consulting team

marketing information system

​Today's marketers face growing pressures to show that they are adding value in line with their costs. In​ response, marketers are developing better measures of​ ________. A. the effectiveness of digital and social media marketing B. marketing return on investment C. customer value and partnership management efforts D. marketing investments in specific global and domestic locations E. marketing tactics and implementation

marketing return on investment

There are too many different kinds of consumers with too many different kinds of needs.​ So, companies must design strategies for profitably serving chosen segments. The design of the strategies begins with four key​ elements, which are​ ________, _______,​ ________, and​ ___________. A. marketing​ planning, market​ segmentation, differentiation, and positioning B. market​ segmentation, market​ targeting, micro-targeting, and differentiation C. market​ targeting, differentiation, promotional​ strategies, and positioning D. market​ segmentation, differentiation, selling​ strategies, and positioning E. market​ segmentation, market​ targeting, differentiation, and positioning

market​ segmentation, market​ targeting, differentiation, and positioning

Outstanding marketing companies go to great lengths to learn about and understand their​ customers' ​________. A. marketplace challenges B. distribution methods and channels C. decision​ making, buying, and purchasing processes D. products and services E. needs​, wants​, and demands

needs​, wants​, and demands

Which of the following correctly identifies the three research approaches for gathering primary​ data? A. ​observation, internet search​ engines, and internal databases B. ​observation, surveys, and online commercial data C. ​observation, ethnography, and surveys D. ​observation, surveys, and experiments E. internal​ databases, commercial online​ data, and internet search engines

observation, surveys, and experiments

Another strategy for creating value and building strong customer relationships includes​ ________, which means working closely with others inside and outside the company to jointly engage and bring more value to customers. A. customer engagement marketing B. partner relationship management C. customer relationship management D. joint venturing E. strategic vendor management

partner relationship management

Companies need meaningful customer insights so they can​ _____________________________. A. build larger market share B. produce superior value for their customers C. realize better bottom lines D. build databases that prove useful to marketers E. gain a competitive advantage

produce superior value for their customers

Marketing tools used in digital and social media marketing include​ _______. A. social​ media, online​ video, and newspaper coupons B. mobile​ apps, online​ video, and personal selling C. ​email, telemarketing, and blogs D. social​ media, mobile​ apps, and blogs E. social​ media, mobile​ apps, and television advertising

social​ media, mobile​ apps, and blogs

The goal of ​________ is to develop and maintain a fit between the​ organization's goals and capabilities and its changing marketing opportunities. A. marketing B. strategic planning C. sales D. financial planning E. product development

strategic planning

Marketing provides a guiding philosophy for a​ company's strategic planning. This​ philosophy, known as​ __________, focuses on creating customer value and building profitable relationships with important consumer groups. A. value chain management B. the marketing concept C. partner relationship management D. customer relationship management E. the value network

the marketing concept

Marketing management can adopt one of five competing market​ orientations, which include​ _________. A. the production​ concept, the product development​ concept, the selling​ concept, the marketing​ concept, and the societal marketing concept B. the production​ concept, the product​ concept, the​ market-driven concept, the selling​ concept, and the societal marketing concept C. the production​ concept, the selling​ concept, the marketing​ concept, the economic​ concept, and the societal marketing concept D. the production​ concept, the product​ concept, the selling​ concept, the marketing​ concept, and the societal and cultural marketing concept E. the production​ concept, the product​ concept, the selling​ concept, the marketing​ concept, and the societal marketing concept

the production​ concept, the product​ concept, the selling​ concept, the marketing​ concept, and the societal marketing concept

The first step of the marketing process is to​ ___________________. A. build profitable relationships B. understand the​ marketplace, which includes customer needs and wants C. design a​ customer-driven marketing strategy D. capture value from customers to create profits and customer equity E. construct an integrated marketing program that delivers superior value

understand the​ marketplace, which includes customer needs and wants

As part of​ marketing's role, the department works closely with partners in other departments to form an effective internal​ ________ and with other companies in the marketing system to create an external value delivery network that jointly serves customers. A. network B. partner chain C. management process D. customer relationship management chain E. value chain

value chain

Marketing must also partner effectively with other companies in the marketing system to form a competitively superior​ ________. A. vendor chain network B. functional delivery network C. supply chain network D. value delivery network E. value chain

value delivery network

What are the variables in a​ company's marketing​ mix? A. ​Product, partners,​ profits, and place B. ​Product, price,​ place, and promotion C. ​Product, price,​ profits, and people D. ​Profits, product,​ partners, and people E. ​Product, price,​ promotion, and people

​Product, price,​ place, and promotion


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