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