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Marketing Research 8th Edition by Burns - Test Bank
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,Marketing Research, 8e (Burns/Bush)Chapter 1 Introduction to Marketing Research
1) Which of the following is a short definition of marketing?
A) Meeting needs profitably
B) Meeting wants profitably
C) Meeting consumer demands profitably
D) Meeting business-to-business wants profitably
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classification: Application
AACSB: Application of knowledge
2) Over the years, marketing thought has evolved to a service-centered view. Which of the
following statements best illustrates this view?
A) Marketers must identify their companies' core competencies.
B) Marketers must know how to precisely measure service satisfaction.
C) Internal service levels are more important than external service levels.
D) Service delivery and product quality are now two different concepts.
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classification: Application
AACSB: Application of knowledge
3) The service-oriented logic as a marketing philosophy implies:
A) That to successfully practice marketing in today's environment, marketers require more and
better access to information.
B) The advantage in the marketplace will default to third world countries specializing in
services.
C) To quickly increase profitability, more companies should try to create short-term customer
relationships.
D) That because of social media, less collaboration with customers is required for decision-
making.
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classification: Application
AACSB: Application of knowledge
,4) Modern marketing thought holds that firms should:
A) Separate product-orientation from service-orientation.
B) Focus on service-orientation at the expense of product-orientation.
C) Collaborate with and learn from customers.
D) Collaborate with and learn from competitors.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classification: Application
AACSB: Application of knowledge
5) To successfully minimize product and service failures companies should:
A) Develop better project management systems.
B) Motivate employees to reduce high failure rates.
C) Focus on defining the best set of product dimensions to match core competencies.
D) Determine how to create, communicate, and deliver value by "hearing the voice" of the
consumer.
Answer: D
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classification: Application
AACSB: Application of knowledge
6) The marketing concept is an important philosophy for marketing managers because:
A) It sets the amount of quarterly profits a firm will earn.
B) It dictates the market share a firm will earn.
C) It guides day-to-day decisions managers will make.
D) It sets an adequate rate of internal ROI.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classification: Application
AACSB: Application of knowledge
, 7) For many years, the marketing concept has been recognized as the "right philosophy" because:
A) It is well established in marketing literature.
B) It recognizes that profits are a result of sales volume.
C) It always focuses on the consumer.
D) It does not rely on high-pressure selling.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classification: Application
AACSB: Application of knowledge
8) Creating the proper mix of product/service, price, promotion, and distribution for a market
begins with:
A) Selecting the global market strategies and targets.
B) Selecting the segment of the market as a company's target.
C) Creating promotion for the target market..
D) Incentives to allow a large percentage of the target market to purchase goods and services
from the company.
Answer: B
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classification: Application
AACSB: Application of knowledge
9) In order to create the right strategies for decision-making, managers must have objective,
accurate, and timely:
A) Reports about the competition's products.
B) Reports about customers' wants and needs.
C) Evidence of the number and sizes of market segments.
D) Information.
Answer: D
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classification: Application
AACSB: Application of knowledge
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