MGMT 340 Chapter 10
In the marketing shift from the 4Ps to the 4Cs, price shifts to choice and promotion shifts to communities. T/F
False
The final critical factor in the marketing planning process is Select one: a. sales forecasting. b. evaluation. c. analysis. d. cost projection.
B
Marketing segmentation focuses on which of the following variables? Select one: a. profits b. market shares c. demographics d. consumer behaviors
C
There are _____ steps for an entrepreneur to consider when creating a structured approach to a market plan. Select one: a. seven b. three c. five d. four
C
When developing a survey, you should consider Select one: a. the personality of the respondents. b. giving concise but incomplete instructions. c. including only questions pertaining to the study. d. asking leading and biased questions.
C
Which of the following is a demographic variable? Select one: a. attitude b. weight c. income d. hair color
C
Which of the following survey methods is the most expensive to conduct? Select one: a. personal interviews b. group surveys c. phone surveys d. mail surveys
A
All of the following factors affect pricing strategies except Select one: a. degree of competitive pressure. b. government mandates. c. changes in demand. d. distribution costs
B
The key to marketing analysis is Select one: a. marketing response data. b. marketing research. c. secondary data. d. psychographic information.
B
The sales-driven philosophy Select one: a. relies on research to discover consumer preferences before production begins. b. focuses on personal selling and advertising to persuade customers to buy the company's output. c. is strictly cost-driven. d. is based on the belief that you must "produce efficiently and worry about sales later."
B
Inhibitors to marketing research include all of the following except Select one: a. complexity. b. cost. c. distribution. d. irrelevancy.
C
Which of the following is a psychological characteristic of consumers? Select one: a. family influence b. social class c. aspiration d. income
C
Which of the following parts of the marketing plan emphasizes the factors that contribute to a firm's competitive edge? Select one: a. development of marketing strategies b. setting of pricing structures c. appraisal of marketing strengths and weaknesses d. conducting market research
C
Which of the following survey methods has the lowest response rate? Select one: a. phone interviews b. Internet surveys c. mail surveys d. personal interviews, door to door
C
Which of the following influences the choice of marketing philosophy? Select one: a. cost of living index b. economic outlook c. stock market averages d. competitive pressure
D
Which of the following is not a method of collecting primary data? Select one: a. observation b. mail survey c. telephone d. review of government publications
D
Skimming is setting prices at such a low level that products are sold at a loss. T/F
False
The freemium model requires new and exciting content each month to build a long-term relationship with fee-paying customers. T/F
False
Mobile social media applications can be differentiated based on location-sensitivity as well as on time-sensitivity. T/F
True
Shopping goods are products that consumers take time to examine carefully and compare for quality and price. T/F
True
Social media marketing is the application of online collaborative media for marketing purposes. T/F
True
_____ is the use of portable wireless devices to connect to the Internet. Select one: a. Networking b. Entrepreneurial marketing c. Social media marketing d. Mobile computing
D
All of the following techniques are used in gathering primary data except Select one: a. experimentation. b. surveys. c. observational methods. d. analysis of financial records.
D
A consumer-driven marketing philosophy often relies on direct selling. T/F
False
A marketing information system compiles and organizes data according to a customer's sex, age, and geographic location. T/F
False
Most firms generally gather primary data and then see if there are secondary data to supplement it. T/F
False
Pricing procedures are the same for all types of ventures. T/F
False
Which of the following is the greatest marketing challenge facing the cannabis industry? Select one: a. establishing a clean image b. entry into trade shows c. competition from the alcohol industry d. distribution channel
A
A candy bar that is purchased at the checkout lane is an example of a _____ good. Select one: a. shopping b. specialty c. convenience d. generic
A
Which of the following is a marketing philosophy that focuses on research? Select one: a. consumer-driven philosophy b. cost-driven philosophy c. computer-driven philosophy d. sales-driven philosophy
A
