Ch. 10

Pricing procedures are the same for all types of ventures. a. True b. False

b

Inhibitors to marketing research include all of the following except: a. distribution b. complexity c. irrelevancy d. cost

a

Only major strategic decisions need to be supported through marketing research. a. True b. False

b

All of the following techniques are used in gathering primary data except a. analysis of financial records b. experimentation c. observational methods d. surveys

a

In the marketing shift from the 4Ps to the 4Cs, price shifts to choice and promotion shifts to communities. a. True b. False

a

Marketing information that has already been compiled is known as secondary data. a. True b. False

a

Marketing research involves the gathering of information about a particular market, followed by analysis of the information. a. True b. False

a

Mobile social media applications can be differentiated based on location-sensitivity as well as on time-sensitivity. a. True b. False

a

Pricing in the social media age is sometimes based on a model that offers basic levels of service for free. a. True b. False

a

Social media marketing is the application of online collaborative media for marketing purposes. a. True b. False

a

A market is a. a group of known purchasers. b. a group of consumers who have purchasing power and unsatisfied needs. c. a segment of the economy. d. a way of gaining consumer data

b

It is usually more expensive to gather secondary data than primary data. a. True b. False

b

Market segmentation is a. heavily psychographic in nature b. the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest c. the process of segmenting the sales force d. the process of categorizing products into different segments

b

Of the following, which is not associated with entrepreneurial tactics in market research? a. guerrilla marketing b. in-person interviews c. blog monitoring d. lead user research

b

Secondary data consists of a. newly developed primary research. b. existing information. c. external data only. d. internal data only

b

Skimming is setting prices at such a low level that products are sold at a loss. a. True b. False

b

The 4Ps of marketing include all the following except: a. product b. principle c. promotion d. price

b

What is meant by pricing for the life cycle? a. that pricing needs to be increased at each stage in a product's life cycle b. that pricing needs to be adjusted at each stage in a product's life cycle c. that pricing of new products needs to start out high and end low d. that pricing of new products needs to start out low and end high

b

What is penetration pricing? a. setting price to switch customers to new product lines b. setting price to maximize market share c. setting price to match the competition d. setting price to maximize profit

b

When developing a survey, you should consider a. giving concise but incomplete instructions. b. including questions only pertaining to the study. c. ask leading and biased questions. d. the personality of the respondents.

b

Of the following, which does the textbook identify as critical to the marketing planning process? a. market niche b. market segmentation c. marketing myopia d. marketing research

d

Of the following pricing models, which is not indicative of pricing in the social media age? a. the freemium model b. the subscription model c. the growth stage model d. the affiliate model

c

The 4Cs of marketing include all the following except: a. communities b. co-creation c. continuity d. choice

c

The textbook recommends that social media marketers consider three aspects of social media when using social media tools for marketing purposes. What are they? a. resource management, context, and content b. control, contribution, and distribution c. cost, complexity, and relevancy d. creating something of value, enabling customer promotion, and encouraging participation

d

What is skimming? a. setting price to maximize market share b. setting price to switch customers to new product lines c. setting price to match the competition d. setting price to maximize profit

d