ch. 10 kuratko quiz

Which of the following influences the choice of marketing philosophy?

competitive pressure

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

true

T/F: Shopping goods are products that consumers take time to examine carefully and compare for quality and price.

true

The purpose of marketing research is to

identify customers

Which of the following statements about conventional marketing is not true?

in conventional marketing, the role of a marketer is that of internal and external change agent

Which of the following is not associated with entrepreneurial tactics in market research?

in person interviews

When developing a survey, you should consider

including questions only pertaining to the study

Which of the following pricing models is not indicative of pricing in the social media age?

growth stage model

According to the family life cycle, all of the following are identified as stages in consumer buying behavior except

family traditions

Which of the following statements about entrepreneurial marketing is not true?

In entrepreneurial marketing, actions are constrained by resources currently controlled.

The textbook discusses all of the following aspects that distinguish social media marketing from traditional marketing except

Relevancy

What is meant by product life cycle pricing?

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

T/F: Marketing planning is the process of determining a clear, comprehensive approach to the creation of customers.

True

T/F: Pricing for the product life cycle correlates with customer demand and sales volume.

True

Penetration pricing is setting the price to

be below competition

Promotion links to which of the 4Cs of marketing?

communities

The textbook recommends that social media marketers consider which of the following three aspects of social media when using those tools for marketing purposes?

creating, enabling, and encouraging

Marketing segmentation focuses on which of the following variables?

demographics

Inhibitors to marketing research include all of the following except

distribution

Which of the following is the greatest marketing challenge facing the cannabis industry?

establishing a clean image

Which of the following survey methods has the lowest response rate?

mail surveys

Which of the following survey methods typically has the lowest respondent cooperation?

mail surveys

T/F: Social media marketing is the application of online collaborative media for marketing purposes.

true

Which of the following does the textbook identify as critical to the marketing planning process?

marketing informations system

The key to marketing analysis is

marketing research

Skimming is setting the price to

maximize profit

_____ is the use of portable wireless devices to connect to the Internet.

mobile computing

Customizable links to which of the 4Ps of marketing?

price

Which of the following is not a method of collecting primary data?

review of governmental publications

T/F: Effective marketing is based on three key elements: marketing philosophy, market segmentation, and consumer philosophy.

False

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

False

T/F: The role of the customer in social media marketing is as an external source of intelligence and feedback.

False

Which of the following is a demographic variable?

income

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

analysis of financial records

Which of the following parts of the marketing plan emphasizes the factors that contribute to a firm's competitive edge?

appraisal of marketing strengths and weaknesses

Secondary data consist of

existing information

T/F: A consumer-driven marketing philosophy often relies on direct selling

false

T/F: A consumer-driven marketing philosophy often relies on direct selling.

false

T/F: A firm's pricing structure dictates almost no knowledge to customers.

false

T/F: A marketing information system compiles and organizes data according to a customer's sex, age, and geographic location.

false

T/F: Control versus communication is an important distinction between social media marketing and traditional marketing.

false

Which of the following is not a key factor affecting a marketing information system?

size of the system

Products or services that consumers make a special effort to find and purchase are _____ goods.

specialty

Market segmentation is

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

T/F: Babies and career are indicative of the priorities that shape the buying decisions of persons in the nest-building stage of the family life cycle.

true

T/F: Even after marketing research is done, many entrepreneurs are unsure of how to price their products or services.

true

T/F: Geographic flexibility is greater for telephone interviews than for in-person interviews.

true

T/F: Marketing information that has already been compiled is known as secondary data.

true

The purpose of loss-leader pricing is to

attract customers to new products

Sometimes consumers associate a higher price with

higher product quality

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

true

Which of the following is a psychological characteristic of consumers?

aspiration

The final critical factor in the marketing planning process is

evaluation

T/F: It is usually more expensive to gather secondary data than primary data.

false

T/F: Most firms generally gather primary data and then see if there are secondary data to supplement it.

false

T/F: Only major strategic decisions need to be supported through marketing research.

false

T/F: Pricing procedures are the same for all types of ventures.

false

T/F: Sales forecasting is a process of projecting future sales through educated guesses.

false

T/F: Skimming is setting prices at such a low level that products are sold at a loss.

false

T/F: The first step in marketing research is to gather primary data.

false

T/F: The freemium model requires new and exciting content each month to build a long-term relationship with fee-paying customers.

false

The first step in marketing research is to gather primary data.

false

The sales-driven philosophy

focuses on personal selling and advertising to persuade customers to buy the company's output

All of the following factors affect pricing strategies except

government mandates