4.4 Market Research Business Final, 4.2 Market Planning Business Final, 4.1 The Role of Marketing Business HL final
A marketing plan is NOT likely to include
A SWOT analysis
Which cannot be applied to firms with a market orientation?
A firm designs and makes products they think will sell best
Which of the following is least likely to be an advantage of niche marketing?
Average cost per potential customer is reduced
An advantage of mass marketing would least likely include
Charging higher prices for products
A population is divided into natural groups and a simple random sample of the groups is selected
Cluster sampling
Primary research is best defined as
Collecting first-hand data for a specific purpose
Using marketing strategies to meet consumer needs and wants profitably is
Commercial marketing
Markets for goods and services bought by the final user of them
Consumer markets
The placing of a brand or product within a positioning map is decided by
Consumers
Research that is regularly undertaken on an ongoing basis
Continuous Research
Using research participants who are easy to obtain and quite often relies on volunteers
Convenience sampling
The advantages of secondary research do not include the data being
Current
A firm's marketing objectives are least likely to include
Decreasing cost of production
A 'DINKY' - double income, no kids yet is market segmentation based on
Demographic factors
The role of marketing research is unlikely to serve which following purpose?
Establish lowest cost suppliers
Marketing that takes account of the moral issues involved in business is known as
Ethical Marketing
Advertising is the thing that gets a firms products sold
False
Marketing is primarily focused on the promotion of products to potential and existing customers
False
The amount of competition in niche markets means that prices are relatively low
False
Primary data is ____________ research that gathers ___________ data for a specific reason
Field, new
An advantage to being a market orientated business is
Greater flexibility
Which of the following would not be used in psychographic segmentation of a particular market?
Income
Markets are segmented in a number of ways, but not through the use of
Infographic differences
An advantage that can be applied to primary but not secondary research is that
It is specific to the nature and purpose of the research
Demographic differences that can be used as a basis for market segmentation does not include
Lifestyle
Which of the following would not be used in demographic segmentation of a particular market?
Location
In product positioning, a product seen as a 'cowboy' brand would be seen as being both
Low Quality and high prices
Percentage increase in total industry sales revenues
Market Growth
The percentage of sales in the total market sold by one organisation is termed
Market Share
Which of the following would not be a characteristic of a particular market?
Market Share
The total level of sales of producers within a market is termed
Market Size
Any medium-to long-term plan for achieving the marketing objectives of a business
Marketing Plan
A regular review of the cost and effectiveness of a marketing plan including an analysis of internal and external influences
Marketing audit
The process of marketing planning is least likely to include
Marketing promotion
Which of the following is not is not a method to measure the size of a market?
Number of overseas markets
Which of the following is NOT a source of secondary data?
Observation
Which following component is not included in the standard marketing mix?
Packaging
Which factor is not specific to the marketing mix for services in the extended marketing mix?
Physical Process
A strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer
Positioning
Which of the following is least likely to be a strategy a firm would use to achieve a marketing objective?
Product Positioning
A marketing strategy based on the firm's existing strengths and resources instead of what the customer wants
Product orientation
An inward looking approach that focusses on making products that can be made and then trying to sell them
Product orientation
When McDonald's corporation introduced salads to its menus, it was on the basis of which type of segmentation?
Psychographic factors
Research into the in-depth motivations behind consumer buying behaviour or opinions
Qualitative Research
A key difference between qualitative and quantitative market research is
Quantitative research can be statistically analysed
Every member of a the target population has an equal chance of being selected for the research
Random Sampling
Which basis for segmentation is least likely to be considered by a private school?
Religion
Snowballing is
Research with individuals who suggest others to increase the sample size
The collection of data from indirect sources is known as
Secondary Research
Using existing members of a sample study group to recruit further participants through their acquaintances
Snowballing
The advantages of primary research do not include the data being
Statistically valid from large sample sizes
Having a specific market mix for a distinctive section of a particular market is
Targeting
Qualitative market research is designed to
Understand the behaviour and perceptions of customers
The differentiating factor that makes a company's product unique and is designed to motivate customers to buy
Unique selling point
Quota sampling is not likely to be
Very representative of the population
Which of the following is not an external constraint on the effectiveness of a marketing strategy?
a firm's status and size
Data is collected within a certain period or for a certain point in time, depending on the purpose of the research
ad hoc research
The marketing of a new product will impact which other business functions?
all three departments
In-depth interviews to determine the reasons behind consumers' attitudes and opinions are
an example of quantitative research
Marketing is the advertising and promotion of goods and services to sell products profitably
false
Sampling errors are primarily caused by human error or behaviour
false
Primary data can be obtained from
focus groups
For-profit businesses are least likely to have which of the following marketing objectives?
increased profitability
A key point of difference in the marketing of goods and services is that services are
intangible
The firm that has the largest market share in an industry (value or volume)
is the market leader
Increasing marketing share has which following advantage?
it can lead to market leadership
The nature of marketing is not
it's all about selling to meet customer needs
Identifying different segments within a market and targeting different products to them
market segmentation
If Mercedes Benz is perceived as being inferior to rivals BMW, Lexis and Audi, the firm should renew its
positioning
Firms that have a product orientation approach to marketing means
producing and marketing products that the firm believes will sell
Which is a different marketing approach to market orientation that could be used
product orientation
Which of the following would not be true of a market orientated organisation?
product research and development is central
Primary data can best be gathered by
quantitative research
Using a certain number of people from different market segments for the research is
quota sampling
Which of the following things is marketing not concerned with?
recruiting and training the best sales team
Using existing members of a sample study group to recruit further participants through their acquaintances
snowballing sampling
Randomly selecting a number of respondents from each market segment proportional to the population
stratified sampling
Which of the following factors is least likely to influence the pricing decision of a firm?
the degree of promotion
Which of the following is least likely to be an objective of social marketing of a non-profit organisation?
to develop new products
Consumer markets are those for products bought be the final user of them, households and individuals
true
The 'goods and services continuum' illustrates that very few products are purely a good or a service
true
Which one of the following is not an example of primary market research?
university research publications
In the marketing mix, promotion does not include
which retail stores to use