Activities of advertising and personal selling

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Reference no: EM13820321

1. Among the sources of external secondary data for research are sales records, product performance reviews, sales force activity reports, and marketing cost reports.

2. Celebrities such as Michael Jordan, Bart Simpson, and Jimmy Bufffet use "person marketing" to increase their value in the marketplace.

3. Marketing can be identified primarily as the activities of advertising and personal selling.

4. Marketers seek to rid themselves of their cash cows because those products hold low market shares of low-growth markets.

5. By combining glass, metals, circuit boards, and other components into a television set, Sony provides time utility for consumers.

6. Efforts by the Friendly Sons of the Emerald Isle to popularize attendance at their annual St. Patrick's Day parade would be "event marketing."

7. A research design is a master plan or model for conducting marketing research.

8. Using the market share/market growth approach to portfolio performance analysis, a "question mark" is an sbu with high market share of a high growth market. 1 points

9. A product is more than a good, service, or an idea. It also includes satisfaction of all consumer needs in relation to that good, service, or idea.

10. Marketing concepts and techniques can be applied only in profit-oriented businesses.

11. The basic elements of a marketing strategy include the target market and the planning variables of strategy, policy, and practice.

12. A firm that describes itself as a transportation company rather than a railroad is suffering from marketing myopia.

13. It is often a good idea to use local researchers-people who live there-to investigate foreign markets.

14. Strategic plans focus on the adoption of courses of action that are necessary to achieve long-term organizational goals.

15. Time and ownership utility occur when consumers find goods and services available when and where they want to purchase them.

16. A decision by Daimler-Chrysler to strengthen its relationship with women through long-term campaigns designed to make their attitude toward the firm more positive is an example of strategic planning.

17. The goal of environmental scanning is to determine whether the trends detected in the analysis of this information it yields represent opportunities or threats to the company.

18. Firms that define their organizational goals quite narrowly avoid the problem of marketing myopia.

19. Marketing Research provides valuable input to marketing planning.

20. A statement by Merrill Lynch showing that it was aware that it was in the financial services business rather than in the business of stock brokerage would indicate that it was not suffering from marketing myopia.

21. The array of cookie products offered by Keebler best exemplifies a strategy used to achieve maximization of quality of life.

22. The marketing concept can best be explained by the shift from a seller's market to a buyer's market.

23. Sampling is the process of selecting survey respondents or other research participants.

24. The socio-cultural environment had a major influence on the success of Boca Burgers in the United States.

25. SWOT analysis provides managers with an uncritical view of the organization's internal and external environment and helps them evaluate the firm's fulfillment of its basic operations.

26. The cost and time involved in collecting secondary data make it an uneconomical choice for most firms when compared to collection of primary data.

27. One reason for organizing into SBUs is to help the company make decisions about which product lines warrant commitment for additional resources and which ones should be weeded from the firm's portfolio.

28. The first step in the process of marketing planning is to determine the organization's objectives.

29. Focus groups make a particularly valuable tool for exploratory research, developing new product ideas, and preliminary testing of alternative marketing strategies.

30. During the sales era of the history of marketing, companies began to assume that the task of personal selling and advertising was to convince reluctant customers to buy something.

31. Technology can quickly make products obsolete but it can just as quickly open new marketing opportunities.

32. Environmental scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends.

33. Marketers make decisions about target market and marketing mix variables in a vacuum, largely unaware of occurrences in the dimensions of the marketing environment.

34. The United States government is the nation's most important source of marketing data.

35. One of the busiest areas of interactive marketing is online auctions such as eBay and name-your-own-price vendors like Budget Car Rentals' BidBudget.

Reference no: EM13820321

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