Which of the following statements about the marketing mix variables is false?
a) The term "product" can refer to services as well as physical goods
b) Promotion includes personal selling, mass selling, and sales promotion
c) The marketing mix variable "price" is more valuable than "place"
d) The needs of a target market often virtually determine the nature of an appropriate marketing mix
e) A channel of distribution does not have to include any intermediaries
Answer: c) The marketing mix variable "price" is more important than "place"
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Principles of Marketing
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