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IK 06 Marketing-Mix und Marktforschung (EN)
IK 06 Marketing-Mix and Market Research
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Knowledge Check
Four questions for self-assessment. Click on each question to see the correct answer and explanation.
Which of the following pillars of the marketing mix refers to the determination of the price for a product or service?
- A) Product
- B) Price
- C) Distribution
- D) Communication
Correct Answer: B. Price is one of the four classic pillars of the marketing mix and directly refers to the determination of the selling price. The other pillars refer to other aspects of marketing.
Which research instrument is most suitable for systematically collecting the satisfaction of existing customers?
- A) Focus group
- B) Observation
- C) Customer survey
- D) Experiment
Correct Answer: C. Customer surveys are specifically designed to systematically collect opinions and experiences from customers. Focus groups are more suitable for exploratory purposes, observation for behavioral analysis, and experiments for causal investigations.
Which of the following marketing measures belongs to the area of product policy?
- A) Pricing
- B) Warranty conditions
- C) Distribution channels
- D) Advertising
Correct Answer: B. Warranty conditions are part of product policy as they directly relate to the product. Pricing falls under price policy, distribution channels under distribution policy, and advertising under communication policy.
What is the primary goal of market research in the marketing context?
- A) Maximizing revenue
- B) Minimizing costs
- C) Reducing competition
- D) Decision support
Correct Answer: D. The main goal of market research is to provide information that serves as a basis for marketing-related decisions. Revenue maximization, cost reduction, and competition reduction are possible goals that can be achieved through good decisions.