Marketing Chapter 2 Quiz – Flashcards
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a mission statement describes a firm's tactical mission
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false
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what does STP refer to?
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segmentation targeting positioning
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price should be based on the value that the customer percieves
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true
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the actual planning process always proceeds sequentially through five steps
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false
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if starbucks decided to open new outlets selling organic food to corporate eating facilities they would be pursuing a diversification strategy
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true
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scenario planning is a special kind of strategic planning that replaces the traditional development of a marketing plan
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...
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is Isaac is trying to offer more products and services to his existing customers, he is pursuing a market development strategy
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false
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to build a sustainable competitive advantage, most companies should focus on a single strategy
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false
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is it not always necessary to go through all the steps in the market planning process
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true
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firms are typically more successful when they focus on opportunities that build their competitor's strengths
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false
