Entrepreneurship - Chapter 11

There are three key areas of marketing: market orientation, strategy and the marketing mix.
1. True
2. False
A market orientation is
1. Street map of trade fairs
2. Training the market place to buy your product
3. Marketing philosophy focusing on the customer
Which of the following is NOT part of the entrepreneurial marketing process?
1. Intuitive innovation
2. Bottom up identification of target markets
3. Interactive marketing methods
4. Informal information gathering
5. The four Ps
Modern marketing techniques were applied first to which type of products or services?
1. Industrial products
2. Consumer services
3. Consumer goods
4. Charities
Which of the following is NOT one of the 4Ps?
1. Product
2. Promotion
3. Process
4. Place
5. Price
The number one source of new customers quoted by most small business owners is:
1. advertising
2. business directories
3. word of mouth recommendations
4. telephone selling
Which one of the following factors do 'opinion leaders' NOT owe their influence to?
1. Who they know
2. How much they get paid
3. What they know
4. Who they are
What is a ‘seeding trial’?
1. Experiments with marketing food products
2. Involving opinion leaders in the development of a new product
3. Market test on top ranked tennis players
What is viral marketing?
1. Marketing communications that create exponential growth
2. Selling new medical drugs
3. Marketing very simple organisms
What is buzz marketing?
1. Marketing honey and other bee products
2. Using actual events to spread marketing messages
3. Using noise to spread marketing messages

Entrepreneurship - Chapter 11

Quiz