1. The auto industry example in the text serves to illustrate that:

a. good implementation and control are usually more important than good planning.

b. there are a limited number of potential target markets.

c. developing a marketing strategy will always guarantee future success.

d. consumers want only established products.

e. a successful strategy often involves a marketing mix that is very different from what competitors have offered.

2. _____ is a kind of competitive situation where at least some consumers see the marketing mixes being offered by firms as different.

a. Monopoly

b. Monopolistic competition

c. Pure competition

d. Oligopoly

e. Regulated competition

3. Which of the following is not an element of the external market environment?

a. Technological environment

b. Direct environment

c. Economic environment

d. Cultural and social environment

e. Political and legal environment