Marketing Quiz 2

The first step in the marketing management process is ___

Planning

___ refers to the unpaid non personal presentation of ideas, goods, or services, which includes getting favorable coverage in newspaper stories or on television.

Publicity

Which of the following statements is true of a target market?

The target market refers to those consumers to whom a company wishes to appeal.

Which of the following statements is true regarding international opportunities?

When pursuing opportunities in a foreign country, it is important for a firm to know that country's culture

When the toothpaste brand, Dentoderm, encourages its current customers to brush more often by taking their toothbrush and toothpaste to work with them, which market opportunity is it pursuing?

Market penetration

Which of the following statements is true of mass marketing?

Mass marketing considers everyone to be a potential customer

Effective strategy planning:

significantly increases a firm's chances for success

Putting marketing plans into operation is known as:

implementation

The difference between mass marketing and target marketing is that mass marketing:

is a typical production-oriented approach, while target marketing is a typical marketing-oriented approach.

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.