Marketing Chapter 2

Front

The SWOT Analysis includes Strengths and Weaknesses in an Internal analysis, Opportunities and Threats in an external analysis, and is used to devise the marketing plan.

Back

All of the above

Front

An Executive Summary

Back

provides an overview of the marketing plan

Front

The PEST analysis

Back

is the scanning of the outside influences on an organization.

Front

Socio-cultural factors

Back

looks at changes in customer attitudes, lifestyles and opinions

Front

Objectives should be

Back

realistic, objective, measurable

Front

An effective marketing strategy

Back

identifies target mix and sets marketing mix, should be focused on key points of difference, offers a competitive advantage that makes companies successful

Front

The process of classifying people who form a given market into even smaller groups is

Back

market segmentation

Front

An example of local geographic segmentation is

Back

a family-owned pizza restaurant in a small town

Front

The analysis of customer interests, personalities and values is termed

Back

Psychographics

Front

Ajax Vacuum Company designed a 30 minute television spot to sell its new vacuum cleaner. It will air nationwide. This is an example of

Back

mass marketing