ch.10
The 4Cs of marketing include all the following except:
continuity
The 4Ps of marketing include all the following except:
principle
Pricing in the social media age is sometimes based on a model that offers basic levels of service for free.
True
Marketing information that has already been compiled is known as secondary data.
a. True
Marketing research involves the gathering of information about a particular market, followed by analysis of the information.
a. True
Mobile social media applications can be differentiated based on location-sensitivity as well as on time-sensitivity.
a. True
Social media marketing is the application of online collaborative media for marketing purposes.
a. True
All of the following techniques are used in gathering primary data except
a. analysis of financial records
Only major strategic decisions need to be supported through marketing research.
b. False
A market is
b. a group of consumers who have purchasing power and unsatisfied needs.
Secondary data consists of
a. existing information.
When developing a survey, you should consider
d. including questions only pertaining to the study.
Pricing procedures are the same for all types of ventures.
False
Skimming is setting prices at such a low level that products are sold at a loss.
False
In the marketing shift from the 4Ps to the 4Cs, price shifts to choice and promotion shifts to communities.
a. True
It is usually more expensive to gather secondary data than primary data.
b. False
The textbook recommends that social media marketers consider three aspects of social media when using social media tools for marketing purposes. What are they?
b. creating something of value, enabling customer promotion, and encouraging participation
What is meant by pricing for the life cycle?
b. that pricing needs to be adjusted at each stage in a product's life cycle
Of the following, which is not associated with entrepreneurial tactics in market research?
c. in-person interviews
Market segmentation is
c. the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest
Of the following, which does the textbook identify as critical to the marketing planning process?
d. marketing research
What is penetration pricing?
d. setting price to maximize market share
What is skimming?
d. setting price to maximize profit
Of the following pricing models, which is not indicative of pricing in the social media age?
d. the growth stage model
Inhibitors to marketing research include all of the following except:
distribution