CH 10

The 4C's of marketing include all of the following except:

Continuity (includes: cocreation, choice, and communities)

It is usually more expensive to gather secondary data than primary data.

F

Only major strategic decisions need to be supported through marketing research.

F

Pricing procedures are the same for all types of ventures.

F

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

F

The 4P's of marketing include all of the following except:

Principle (includes: price, product, place, and promotion)

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

T

Marketing information that has already been compiled is known as secondary data.

T

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

T

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

T

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

T

Social media marketing is the application of online collaborative media for marketing purposes.

T

The textbook recommends that social media marketers consider three aspects of social media when using social media tools for marketing purposes. What are they?

creating something of value, enabling customer promotion, and encouraging participation

Of the following, which is not associated with entrepreneurial tactics in market research?

in-person interviews (lead user research, guerilla marketing, and blog monitoring are)

When developing a survey, you should consider:

including questions only pertaining to the study.

Of the following, which does the textbook identify as critical to the marketing planning process?

marketing research

What is penetration pricing?

setting price to maximize market share

What is skimming?

setting price to maximize profit

What is meant by pricing for the life cycle?

that pricing needs to be adjusted at each stage in a product's life cycle

A market is

a group of consumers who have purchasing power and unsatisfied needs.

All of the following techniques are used in gathering primary data except:

analysis of financial records (observational methods, experiementation, and surveys are)

Inhibitors to marketing research include all of the following except:

distribution (includes: irrelevancy, cost, and complexity)

Secondary data consists of:

existing information

Of the following pricing models, which is not indicative of pricing in the social media age?

the growth stage model . (b. the subscription model c. the affiliate model d. the freemium model are )

Market segmentation is:

the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest