QUESTION 5

1. The four P's marketers use to execute their marketing strategy is called the ________.

   		A) market offering
   		B) marketing mix
   		C) marketing effort
   		D) product mix
   		E) promotion mix

2 points

QUESTION 6

1. When a business combines combining the current and potential customers lifetime value, the business is calculating: ____________

   		A) customer equity
   		B) share of customer
   		C) customer-perceived value
   		D) target market
   		E) marketing mix

2 points

QUESTION 7

1. When marketers develop and maintain a close match between the company's goals and capabilities and marketing opportunities they are doing __________

   		A) Benchmarking
   		B) Diversification
   		C) SWOT analysis
   		D) Strategic planning
   		E) Market segmentation

2 points

QUESTION 8

1. The company's ________ states what it wants to accomplish in the larger environment.

   		A) purpose
   		B) ethical approach
   		C) value proposition
   		D) business portfolio
   		E) mission statement