Chapter 12

TRUE OR FALSE

A tactic is a common strategy used by an entire industry

• True

• False

TRUE OR FALSE

Product, price, promotion, and distribution (place) are part of the marketing mix

• True

• False

TRUE OR FALSE

Marketing intelligence means that a company has the lead in an industry

• True

• False

TRUE OR FALSE

Customers can be an important source of information even when they do not buy from your company

• True

• False

TRUE OR FALSE

Raw data are predictions without substantiated research

• True

• False

TRUE OR FALSE

The market concept focuses attention on customers and long-term profitability

• True

• False

TRUE OR FALSE

A company's product portfolio should always remain the same.

• True

• False

TRUE OR FALSE

Concert ticket prices are at an all-time high due to the record demand by fans

• True

• False

TRUE OR FALSE

Mass marketing means selling to everyone rather than targeting a specific group

• True

• False

TRUE OR FALSE

The strategy section of the marketing plan describes the marketing mix for a company

• True

• False