Chapter 8 homework

Business-to-business marketing involves:

• selling products and services through certified representatives

• sales to households for personal consumption

• a more direct channel of distribution than consumer markets

• selling products such as household furniture

the most common approach to gathering primary information is

• experimentation

• focus groups

• observation

• interviewing

which survey method results in the most in-depth information and the best response rate?

• personal

• telephone

• internet

• mail

the four variables that affect short-term marketing decisions are referred to as the:

• marketing plan

• marketing mix

• marketing system

• market segment

Information that already exists is called:

• secondary data

• target data

• primary data

• marketing data

The _____ is the written statement of marketing objectives, strategies, and activities to be followed in the business plan

• marketing structure

• marketing mix

• marketing plan

• marketing system

which of the following is an internal environmental variable

• industry demand

• financial resources

• technology

• the economy

which of the following is true of budgeting the marketing strategy

• budgeting the market strategy is easier for new ventures than for established companies

• a marketing budget should be somewhere between 12 and 20 percent of projected overhead costs

• the budgeting of marketing action and strategy decisions will be useful in preparing the financial plan

• the marketing budget will depend on one factor-the size of the business

which of the following is not a major question that should be addressed by the marketing plan

• where have we been

• where do we want to go in the long term

• how do we get there

• where do we want to go in the short term

before beginning any social media strategy, it is necessary to identify the

• market mix

• marketing strategy and action plan

• target market

• pricing sturcture