TEST BANK FOR BASIC MARKETING STRATEGY
PLANNING APPROACH 17th EDITION BY PERREAULT
,Chapter 02 - Marketing Strategy Planning
Chapter 02
Marketing Strategy Planning
True / False Questions
1. Planning, implementation, and control are basic jobs of all managers.
True False
2. The three basic jobs in the marketing management process are planning, implementation,
and control.
True False
3. Strategic planning is a top management job that includes planning only for marketing
areas.
True False
4. Strategic planning is the managerial process of developing and maintaining a match
between an organization's resources and its market opportunities.
True False
5. Finding attractive opportunities and developing profitable marketing strategies are the tasks
included in the marketing manager's marketing strategy planning job.
True False
6. A marketing strategy is composed of two interrelated parts—a target market and a
marketing mix.
True False
7. A marketing strategy is composed of two interrelated parts—planning and implementation.
True False
2-1
,Chapter 02 - Marketing Strategy Planning
8. The two parts of a marketing strategy are an attractive opportunity and a target market.
True False
9. Mass marketing means focusing on some specific customers, as opposed to assuming that
everyone is the same and will want whatever the firm offers.
True False
10. The terms mass marketing and mass marketers mean the same thing.
True False
11. Potential customers are all alike.
True False
12. "Mass marketers" like Target usually try to aim at clearly defined target markets.
True False
13. The "four Ps" of the marketing mix are Product, Position, Promotion, and Price.
True False
14. The "four Ps" of the marketing mix are People, Products, Price, and Promotion.
True False
15. Product, Place, Promotion and Price are the four major variables (decision areas) in a
firm's marketing mix.
True False
2-2
, Chapter 02 - Marketing Strategy Planning
16. The customer is a part of the marketing mix and should be the target of all marketing
efforts.
True False
17. Although the customer should be the target of all marketing efforts, customers are not part
of a marketing mix.
True False
18. According to the text, a firm that sells a service rather than a physical good does not have
a product.
True False
19. The Product area of the marketing mix may involve a service and/or a physical good
which satisfies some customers' needs.
True False
20. The Place decisions are concerned with getting the right product to the target market at the
right time.
True False
21. Any series of firms (or individuals) from producer to final user or consumer is a channel
of distribution.
True False
22. A channel of distribution is any series of firms or individuals that participate in the flow of
products from producer to final user or consumer.
True False
2-3
PLANNING APPROACH 17th EDITION BY PERREAULT
,Chapter 02 - Marketing Strategy Planning
Chapter 02
Marketing Strategy Planning
True / False Questions
1. Planning, implementation, and control are basic jobs of all managers.
True False
2. The three basic jobs in the marketing management process are planning, implementation,
and control.
True False
3. Strategic planning is a top management job that includes planning only for marketing
areas.
True False
4. Strategic planning is the managerial process of developing and maintaining a match
between an organization's resources and its market opportunities.
True False
5. Finding attractive opportunities and developing profitable marketing strategies are the tasks
included in the marketing manager's marketing strategy planning job.
True False
6. A marketing strategy is composed of two interrelated parts—a target market and a
marketing mix.
True False
7. A marketing strategy is composed of two interrelated parts—planning and implementation.
True False
2-1
,Chapter 02 - Marketing Strategy Planning
8. The two parts of a marketing strategy are an attractive opportunity and a target market.
True False
9. Mass marketing means focusing on some specific customers, as opposed to assuming that
everyone is the same and will want whatever the firm offers.
True False
10. The terms mass marketing and mass marketers mean the same thing.
True False
11. Potential customers are all alike.
True False
12. "Mass marketers" like Target usually try to aim at clearly defined target markets.
True False
13. The "four Ps" of the marketing mix are Product, Position, Promotion, and Price.
True False
14. The "four Ps" of the marketing mix are People, Products, Price, and Promotion.
True False
15. Product, Place, Promotion and Price are the four major variables (decision areas) in a
firm's marketing mix.
True False
2-2
, Chapter 02 - Marketing Strategy Planning
16. The customer is a part of the marketing mix and should be the target of all marketing
efforts.
True False
17. Although the customer should be the target of all marketing efforts, customers are not part
of a marketing mix.
True False
18. According to the text, a firm that sells a service rather than a physical good does not have
a product.
True False
19. The Product area of the marketing mix may involve a service and/or a physical good
which satisfies some customers' needs.
True False
20. The Place decisions are concerned with getting the right product to the target market at the
right time.
True False
21. Any series of firms (or individuals) from producer to final user or consumer is a channel
of distribution.
True False
22. A channel of distribution is any series of firms or individuals that participate in the flow of
products from producer to final user or consumer.
True False
2-3
