Exam 1: The Marketing Management Process

Which of the following components of the marketing mix is concerned with quality,features and customer services an offering?

Merchant wholesalers sell goods and services directly to final consumers for nonbusiness use.

Hope,a non-profit organization,trains disabled individuals to engage in small scale production.They teach them manufacture products such as candles.They purchase wax in bulk to be used in their training programs.Wax purchased in this case is an example of a(n)_____.

Advertising and salesforce decisions are part of a company's promotion.

Internal control of the full range of marketing functions and activities is referred to as vertical integration.

A service refers to any activity or benefit that one party can offer another and that result in the ownership of something.

The controllable elements of a marketing program include product offering,price,promotion,and place.

Which of the following is one of the components of marketing mix?

When people buy products to satisfy their needs,it is the benefits of the product that they buy rather than the products.

A(n)_____ is a written document detailing the current situation with respect to customers,competitors,and the external environment and providing guidelines for objectives,marketing actions,and resource allocations over the planning period for either an existing or a proposed product or service.

Brand equity reflects the value of the:

Auction sites,such as eBay,QXL are examples of Consumer-to-Consumer (C2C)channels.

Brand equity reflects the value of the brand name and logo as promotional tools for attracting future buyers and building market share and profitability.

A company's available resources and capabilities have no bearing over its marketing objectives for a particular product-market entry.

What elements should be analyzed for a good strategic marketing plan?

The alliances or networks involved in the marketing of goods and services in most developed economies are commonly referred to as _____.

Which of the following is NOT one of the 4 Cs of marketing management?

_____ sell to resellers,industrial,or commercial customers,but they do not take title to the goods they sell.

Which of the following sections of a marketing plan presents a short overview of the issues,objectives,strategy,and actions incorporated in the plan and their expected outcomes for quick review?

The marketing manager details the financial and resource implications of the strategy in the first part of a marketing plan.