6.    Which of the following statements about marketing mix variables is false?

a)    "Promotion" includes personal selling, mass selling, and sales promotion.
This is absolutely true. Some people also add things like sponsorships, but these are really part of mass selling.

b)    The term "Product" refers to services as well as physical goods.
Didn't you know that?

c)    A channel of distribution does not have to include middlemen.
Some companies make their products available directly to consumers. In the service sector, financial services in particular (banks) don't have middlemen.

d)    Generally speaking, "Price" is more important than "Place".
Generally speaking, there isn't one aspect of the marketing mix that is more important than another.

e)    The needs of a target market virtually determine the nature of an appropriate marketing mix.
True, if you target the 18-24 age group, the marketing mix is different than the 50+ for instance, regardless of the product.
 
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