Exam 6: Entrepreneurial Marketing

While segmentation profiles a company's customers, what does positioning outline?

People usually use guerrilla tactics in wide-spread advertising, rather than in personal selling.

Customer acquisition and retention are the core processes of marketing.

Positioning describes a company's offering relative to the product attributes that are most important to whom?

The selection of a company's key communication tools is determined by:

Price promotions are short term and use regular price levels as a base from which to discount.

Marketing helps entrepreneurs acquire resources by selling their ideas to potential investors and partners.

The marketing of products and services are similar.

Brand equity is always a positive influence for your company.

Many entrepreneurs rely heavily on their cash expenditures to achieve a compelling image in a noisy marketplace.

Price discrimination is a pricing strategy that:

Intuition, personal expertise and passion are usually enough to fully assess opportunities in an entrepreneur's marketplace.

Distribution is not as problematic for service-based ventures as it is for those that manufacture goods.

All entrepreneurs face the need for brand building, which is ___.

Which of the following most directly affects revenue, profits, and how consumers perceive a product's position in the market?

If a company can cultivate brand equity, what type of price can it expect loyal customers to pay?

Channel partnerships and relationships have important implications for entrepreneurs. In fact, the channel member with the most power will often prevail in a competitive market.