26. Product, Place, Promotion and Price are the four major variables

26. Product, Place, Promotion and Price are the four major variables (decision areas) in a firm’s marketing mix. True False

27. The customer is a part of the marketing mix and should be the target of all marketing efforts. True False

28. Although the customer should be the target of all marketing efforts, customers are not part of a marketing mix. True False

29. The customer should not be considered part of a “marketing mix.” True False

30. The Product area is concerned with developing the right physical good, service, or blend of both for the target market. True False

31. According to the text, a firm that sells a service rather than a physical good does not have a product. True False

32. The Product area of the marketing mix may involve a service and/or a physical good which satisfies some customers’ needs. True False

33. The Place decisions are concerned with getting the right product to the target market at the right time. True False

34. Any series of firms (or individuals) from producer to final user or consumer is a channel of distribution. True False

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

BASIC MARKETING A Marketing Strategy Planning Approach Perreault Jr 19th Edition Test Bank

35. 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

36. A channel of distribution must include an intermediary. True False

37. A channel of distribution must include several kinds of intermediaries and collaborators. True False

38. Personal selling, mass selling, and sales promotion are all included in the Promotion area of the marketing mix. True False

39. Promotion is composed of personal selling, advertising, publicity, and sales promotion. True False

40. Personal selling involves direct personal communication to get the sale, but personal attention is seldom required after the sale. True False

41. Customer service is needed when a customer wants the seller to resolve a problem with a purchase. True False

42. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. True False

43. Sales promotion can involve point-of-purchase materials, store signs, contests, catalogs, and circulars. True False

44. Sales promotion refers to those promotion activities–other than advertising, publicity, and personal selling–that stimulate interest, trial, or purchase by final customers or others in the channel. True False

45. Personal selling and advertising are both forms of sales promotion. True False

46. According to the text, Promotion is the most important of the “four Ps.” True False

47. Price is the most important of the four Ps. True False

48. In general, no single element of the “four Ps” is more important than the others. True False

49. The marketing mix should be set before the best target market is selected. True False

50. As in the Toddler University case, the needs of a target market virtually determine the nature of an appropriate marketing mix. True False