DMK107V Gumtree Case Study

Which stage in the evolution of marketing mix and applies more to Gumtree case study?

• ‘Marketing mix’ - American Association Conference, 1949

• The ‘4Ps’ - Jerome McCarthy, 1960

• Service Mix: ‘7Ps’ - Booms & Bitner , 1981

• Digital Marketing Mix: ‘8Ps’ - Dave Chaffey, 2001

According to the case study; "...classified ads are either free or paid for..."

Which online purchase option is offered by Gumtree in the above example?

• Subscription

• Pay per view / transaction

• Bundling

• Ad-supported content

• Price transparency

According to the case study; "...Gumtree uses social media to communicate news and information about the brand."

Which two (2) communication tools are being integrated to online by Gumtree in the above example?

• Advertising

• Personal selling

• Sales promotion

• Public relations

• Direct mail

According to the case study; "...Gumtree has social media presence on Twitter and Facebook, with 35,000 and 471,000 followers, respectively."

Which communication tool is being integrated to online by Gumtree in the above example?

• Advertising

• Personal selling

• Sales promotion

• Public relations

• Direct mail

According to the case study; "...Gumtree uses social media to launch competitions and promotions."

Which communication tool is being integrated to online by Gumtree in the above example?

• Advertising

• Personal selling

• Sales promotion

• Public relations

• Direct mail

According to the case study; "...In 2010, the site began selling classified advertising packages to companies looking to post multiple job vacancies and properties."

Which online purchase option is offered by Gumtree in the above example?

• Subscription

• Pay per view / transaction

• Bundling

• Ad-supported content

• Price transparency

According to the case study; "...Gumtree's rebranded their website and respective apps with new features."

The 'place' in the above example is being integrated to online for transactions by offering which two (2) alternative locations?

• Transactions at supplier site

• Transactions at intermediary site

• Transactions at customer site

According to the case study; "...posting goods online is faster and requires mandatory registration and image uploads to improve the quality of listings found on the site."

Which component of the marketing mix is being integrated to online by Gumtree in the above example?

• Promotion

• Partnership

• Physical evidence

• Process

• People

According to the case study; "...the website also provides safety tips, technical support and contact form to assist customers or answering concerns."

Which component of the marketing mix is being integrated to online by Gumtree in the above example?

• Promotion

• Partnership

• Physical evidence

• Process

• People

TRUE/FALSE: The case study provides enough evidence showing collaboration or partnership between Gumtree and other digital alliances?

• TRUE

• FALSE