Chapter 15 Multiple Choice Questions

. What do companies that focus on filling a gap in the market engage in?

. What is not part of a marketing plan?

. What is the term for a market that is defined by specific characteristics?

. Which of the following does not form the basis of a performance indicator for a marketing plan?

. What is the term for the development and design of value adding products and/or services to meet the demand characteristics of individual customers?

. What do the four 'P's' of marketing relate to?

. The brand of BP is an example of what type of brand name?

. Consumer values based on personality types are a form of what type of brand value?

. What is the term for gaining consumers' express agreement to receive marketing material?

. What does CRM stand for?

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