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