Unit 1: Basic Principles of Marketing

All of the following are examples of primary market research EXCEPT

• Promotional e-mail campaigns

• Free product samples

• Focus groups

• Direct-mail surveys

Collegiate football merchandise associated with colleges in the SEC (South Eastern Conference) are more popular in Alabama than in Oregon because of their

• Image utility

• Place utility

• Form utility

• Time utility

E-mail marketing is typically performed

• at great expense to the company

• automatically

• randomly

• manually

A cosmetic company who intentionally uses keywords like “best eyeliner,” and “long-wearing lipstick” in their messaging is using which marketing strategy?

• Social media marketing

• Search engine optimization

• Brand marketing

• Content marketing

A company’s target market is the group of people less likely to buy its products.

• False

• True

All companies with a website use this online venue to directly sell their products to consumers.

• False

• True

The purpose of search engine optimization is to

• Conduct online market research

• Let readers know what topics a company will cover in their blog posts

• Increase the perceived value of a commodity

• Increase page rank on websites like Google and Bing

When an online company runs a special promotion on swimsuits during the summer, they are taking advantage of the concept of

• Image utility

• Place utility

• Form utility

• Time utility

Most major companies now have a website and a social media presence.

• True

• False

Perceived value affects an item’s price.

• False

• True