Understanding Marketing Processes and...
True or False

1 .       Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. 


2 .       The marketing strategies of leading firms focus only on increasing benefits for customers. 


3 .       Relationship marketing emphasizes lasting relationships with customers and suppliers. 


4 .       The marketing plan is a detailed strategy for focusing marketing efforts on consumer needs and wants. 


5 .       A product that is similar to a competitors' products but fulfills different needs is called a substitute product. 


6 .       Segmentation is a strategy for analyzing products, not consumers. 


7 .       Ultimately, the role of marketing research is to increase competitiveness by clarifying the interactions among a firm's stakeholders, marketing variables, environmental factors, and marketing decisions. 


8 .       Data that are already available from previous research are called primary data. 


9 .       The survey allows researchers to explore issues too complex for questionnaires. 


10 .       Data mining is the process of collecting, storing, and retrieving data in electronic files. 


11 .       Emotional motives, such as sociability, imitation of others, and aesthetics, are reasons for purchasing a product that are based on nonobjective factors. 


12 .       The institutional market consists of nongovernmental organizations, such as hospitals, churches, museums, and charities, which also use supplies and equipment as well as legal, accounting, and transportation services. 


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