Marketing mix：练习题

Which of the following is considered a primary method of market research for a new enterprise?

Why might a small enterprise choose to use secondary research rather than primary research when investigating a new market?

A business reports that sales revenue has increased by \( 20\% \), but the number of customer complaints has also increased by \( 50\% \). What does this suggest about the effectiveness of their marketing mix?

Which of the following is an example of a marketing communication method?

An enterprise discovers that its target market is increasingly using social media. Which factor is most important when the enterprise selects this as a marketing communication method?

Define the term Unique Selling Point (USP).

Explain one way an enterprise can evaluate the effectiveness of its marketing communications.

An enterprise faces intense competition and declining sales for its main product. Evaluate whether investing in sponsorship of a local high-profile sporting event is a more effective marketing communication method than increasing online social media advertising to defend its market share.

A new enterprise plans to sell handmade soaps at a local craft market.
(a) List the four elements of the marketing mix.
(b) Briefly explain why the 'Place' element of the marketing mix is important for this specific enterprise.

An entrepreneur is choosing between using social media advertising and leaflets to promote a new dog-walking service.
(a) Compare these two methods of marketing communication in terms of cost and suitability for the target market.