Mkt 243

CONFIDENTIAL 2 BM/MAR 2012/MKT243/260

PARTA

1. Marketing is an organizational function and a set of process for creating,

communicating, and delivering value to customers and for managing customer

relationship in ways that benefit the Organization and its stakeholders.

2. Ethical responsibility refers to as being a good corporate Citizen, contributing to the

Community and improving quality of life.

3. If consumer behavior is not well understood, a marketer will have difficulty creating

an appropriate marketing mix.

4. The type of products people purchase using an internal search are typically products

that are frequently purchased and high cost items.

5. Extensive decision making is characterized as purchasing an unfamiliar, expensive

product and using only internal Information search.

6. Positioning a product refers to developing a marketing mix to influence potential

consumers' overall image ofthat product in the consumers' mind.

7. The purpose of market segmentation is to enable the marketers to tailor marketing

mixes to meet the need of one or more specific group.

8. The product is the starting point in creating a marketing mix.

9. A business structure of interdependent organizations, reaching from the point of

product origin to the consumer is known as marketing Channel.

10. A retail establishment can be classified according to its ownership, level of Service,

product assortment, and price.

11. Convenience stores are retailers that compete on the basis of low prices, high

turnover and high volume.

12. When a marketer sends a message to its target market, the marketer must first

decode the Symbols used.

13. Marketers typically use the combination of pull and push strategy.

14. Advertising is a form of personal, Sponsor paid and one way mass communication.

15. Lobbying, product Publicity, and crisis management are all functions of public

relations.

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CONFIDENTIAL 3 BM/MAR...