| A | B |
|---|
| When conducting a SWOT analysis, the internal aspect of the analysis is based on | B; the company's strengths and weakness |
| To direct the marketing the activities of a company, communicate its goals, objectives, and strategies, as well as monitor its performance you would | C; write a marketing plan |
| What term is used to describe peoplpe born between 1946 and 1964? | A; baby boom generation |
| What do geographics, demographics, psychographics, and product benefits have in common? | A; They are methods that can be used to segment a market |
| The three phrases of the marketing process are: | D; analyzing, performing, and evaluationg |
| Segementing the market based on product-related behaviour involves looking at | D; benefits desired, shopping patterns, and usage rates |
| A(n) ________ _________ is a formal written document that directs a company's activities for a specific period of time | Marketing plan |
| A(n) ______ ________ briefly addresses each topic in the plan and gives an explanation of the costs involved in implementing them | Executive summary |
| All people who buy chewing gum would be part of the $2 billion chewing gum _______ | market |
| _____ _____ is focusing all marketing decisions on a very specific group of pepole whom you want to reach | Target marketing |
| The four Ps of the marketing mix are _____, ______, _____ and _______ | product, place, price and promotion |
| A way of analyzing a market by specific characteristics in order to create a target market is called _____ ______ | Market segmentation |
| ________ refers to statistics about the personal characteristics of a population, such as age, gender, income. ethnic background, education, and occupation | Demographics |
| The Caucasian population in the US is _______, while the other ethnic populations are ______ | Declining, increasing |
| What people value, their attitudes, and their lifestyles are all part of a concept called ________ | Psychographics |
| Four ways a marketer can segment a market are: ______, _______. ________ and ________ | deomgraphics, psychographics, geographics and behavioral factors |
| Situational analysis is the study of internal and external factors that affect marketing strategies | True |
| A sales forecast identifies target markets | False |
| In the the US the most rapidly increasing ethnic population is African-Americans | False |
| Mass marketing narrows down the market with extreme precision | False |
| Objectives let everyone know what the marketing plan will accomplish | True |
| Pretty Poises Seed Company shows its understanding of its customers' psychographics by advertising its droughtreistant plant seeds only in newspapers in southwestern states | False |
| Understanding an ethnic group's religion is part of market segmentation | True |
| Products designed to appeal specifically to baby boomers reflect a concern for customers' demographics | True |
| A business mush have a complete customer profile in order to engage in tarket marketing | True |
| Members of Gen X take more risks with their money than do babyboomers do | False |
| Info about where people live | geographics |
| people with common needs and purchasing abilities | market |
| a combination of four strategies used to market a product | marketing mix |
| formal written document that directs a company’s activities | marketing plan |
| the idea that businesses must satisfy customers’ needs and wants in order to make a profit | marketing concept |
| brief overview of the entire marketing plan | executive summary |
| section of the marketing plan that includes supplemental materials | appendix |
| strength, weaknesses, opportunities, threats | SWOT analysis |
| creating a plan to meet the needs and desires of a specific group of potential customers | target marketing |
| separating a large group of potential customers into smaller groups based on particular characteristics. | market segmentation |
| The four basic marketing decisions are ? | price, place, product, and promotion. |
| A combination of geographic, demographic, and psychographic date about a group of people can be used to create a customer ? | profile |
| Of the three generation groups discussed in Marketing Essentials, which group most appreciates advertising that includes sharp images, music, and irreverent humor. | generation X |
| Information about the values and attitudes that shape consumers’ lifestyles is called ? | psychographics |
