1. A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to
a. a narrow conception of the research.
b. uneven caliber of researchers.
c. poor problem definition.
d. late and occasional erroneous findings.
e...
,1. One of the most important roles for the marketing function within any organization is
a. streamlining manufacturing efficiency.
b. developing new products.
c. recruiting new employees.
d. understanding customers and their needs.
e. managing customer satisfaction.
ANSWER: d
RATIONALE: Understanding customers and their needs is vital for any marketing function. See 1-0:
Introduction.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Understand
QUESTION TYPE: Multiple Response
HAS VARIABLES: False
LEARNING OBJECTIV 01.01 - Defining Marketing Research
ES:
DATE CREATED: 7/18/2017 9:44 AM
DATE MODIFIED: 7/18/2017 9:45 AM
2. All businesses or organizations share a common problem:
a. They need information to develop and deliver products or services that satisfy customer needs.
b. They need a capable and creative marketing staff.
c. They need to invest sufficiently in marketing and marketing research.
d. All of these are correct.
e. None of these are correct.
ANSWER: a
RATIONALE: All businesses or organizations need information to develop and deliver the products that satiate
customers’ needs. See 1-1: The Problem: Marketers Need Information.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Understand
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 1.01 - Define marketing research.
TIVES:
DATE CREATED: 7/19/2017 12:10 AM
DATE MODIFIED: 7/19/2017 12:21 AM
3. The basic function of marketing research is
a. to conduct surveys and analyze results.
b. to gather information needed to help managers make better decisions.
c. to monitor market trends and developments.
d. to gather intelligence on competitors.
e. All of these are correct.
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 1
,RATIONALE: At the most basic level, marketing research exists to gather information that enables managers to
make better decisions. See 1-1: The Problem: Marketers Need Information.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 1.01 - Define marketing research.
TIVES:
DATE CREATED: 7/19/2017 12:34 AM
DATE MODIFIED: 7/19/2017 12:36 AM
4. Marketing managers have an urgent need for information—the function traditionally responsible for providing it is
a. marketing communications.
b. accounting.
c. marketing research.
d. manufacturing and development.
e. the Federal Government.
ANSWER: c
RATIONALE: Due to the multitude of external factors that affect a manager’s marketing environment, market
research is necessary to provide urgent information to allow managers to make better decisions.
See 1-1: The Problem: Marketers Need Information.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Understand
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 1.01 - Define marketing research.
TIVES:
DATE CREATED: 7/19/2017 12:44 AM
DATE MODIFIED: 7/19/2017 12:47 AM
5. Marketing research is the process of gathering and interpreting data for use in
a. increasing sales volumes.
b. improving corporate profitability.
c. decreasing manufacturing defects.
d. developing more competitive products and services.
e. developing, implementing, and monitoring the firm’s marketing plans.
ANSWER: e
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 1.01 - Define marketing research.
DATE CREATED: 7/19/2017 12:48 AM
Copyright Cengage Learning. Powered by Cognero. Page 2
, DATE MODIFIED: 7/19/2017 4:59 AM
6. Marketing research is involved with which of these phases of the information management process?
a. The specification of what information is needed
b. The collection and analysis of the information
c. The interpretation of that information with respect to the objectives that motivated the study in the first
place
d. All of these are correct.
e. None of these are correct.
ANSWER: d
RATIONALE: All of these are components of the information management process, which is enabled by
marketing research. See 1-1: The Problem: Marketers Need Information.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJEC 1.01 - Define marketing research.
TIVES:
DATE CREATED: 7/19/2017 12:53 AM
DATE MODIFIED: 9/20/2017 3:23 PM
7. Marketing research used for _______ deals largely with determining which marketing opportunities are worthwhile
and which are not promising for the firm.
a. planning
b. decision making
c. problem solving
d. performance monitoring
e. control
ANSWER: a
RATIONALE: Marketing research that is used for planning largely determines which marketing opportunities are
worthwhile. See 1-1: The Problem: Marketers Need Information.
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPEMultiple Choice
:
HAS VARIABLES False
:
LEARNING OBJE 1.01 - Define marketing research.
CTIVES:
DATE CREATED: 7/19/2017 12:56 AM
DATE MODIFIED:7/19/2017 12:59 AM
8. ________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to
Copyright Cengage Learning. Powered by Cognero. Page 3
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