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Marketing Research, 8e (Burns/Bush)Chapter 1 Introduction to Marketing Research1) Which of the following is a short definition of marketing?A) Meeting needs profitablyB) Meeting wants profitablyC) Meeting consumer demands profitablyD) Meeting business-to-business wants profitablyAnswer: ALO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge2) Over the years, marketing thought has evolved to a service-centered view. Which of thefollowing 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: ALO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge3) The service-oriented logic as a marketing philosophy implies:A) That to successfully practice marketing in today's environment, marketers require more andbetter 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 customerrelationships.D) That because of social media, less collaboration with customers is required for decisionmaking.Answer: ALO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge1Copyright © 2017 Pearson Education, Inc.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: CLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge5) 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 theconsumer.Answer: DLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge6) 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: CLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge2Copyright © 2017 Pearson Education, Inc.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: CLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge8) Creating the proper mix of product/service, price, promotion, and distribution for a marketbegins 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 servicesfrom the company.Answer: BLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge9) 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: DLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge3Copyright © 2017 Pearson Education, Inc.10) When firms make the right decisions, they produce products and services that their targetmarkets perceive as having value. That value translates into:A) Sales, profits, and a positive ROI.B) Product success and profits.C) A profitable bottom-line.D) Global as well as domestic market success.Answer: ALO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge11) Firms have strategies in many areas other than marketing. Financial strategy, productionstrategy, and technology strategy, for example, may be key components of a firm's overallstrategic plan. Strategy is another name for:A) Marketing.B) Planning.C) Forecasting.D) Tactics.Answer: BLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge12) As environments change, what should be revised on an ongoing basis to produce the rightstrategy for the new environment?A) Market plan decisionsB) Product development decisionsC) Business decisionsD) Financial decisionsAnswer: CLO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge4Copyright © 2017 Pearson Education, Inc.13) What is the definition of marketing research?A) The process of analyzing secondary information and providing executives with timely reportsto solve a marketing problem.B) The process of designing experiments that provides decision makers with causal information.C) The process of analyzing existing information so decision makers can make better decisions.D) The process of designing, gathering, analyzing, and reporting information that may be used tosolve a specific marketing problem.Answer: DLO: 1:2: How to define marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge14) Applying marketing research to a specific geographical marketing area is referred to as:A) Geocentric research.B) Market research.C) Area marketing research.D) Geographical zone research.Answer: BLO: 1:2: How to define marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge15) According to the American Marketing Association (AMA), what is the function of marketingresearch?A) To link the consumer to the marketerB) To link the marketer to global marketsC) To link consumers and customersD) To link consumers, customers, and marketsAnswer: ALO: 1:2: How to define marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge16) According to the American Marketing Association, which of the following is the primary useof marketing research?A) To identify and define marketing opportunities and problemsB) To solve general, not specific, marketing problemsC) To generate, refine, and evaluate marketing actionsD) To monitor marketing performanceAnswer: ALO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge5Copyright © 2017 Pearson Education, Inc.17) Marketing research can also be used to generate, refine, and evaluate a potential marketingaction. In this context, actions may be thought of as:A) Social media, campaigns, programs, or tactics.B) Controls, campaigns, programs, or tactics.C) Market analytics, controls, tactics, or advertising.D) Strategies, campaigns, programs, or tactics.Answer: DLO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge18) The purpose of market research is best described by which of the following statements?A) To provide consumers with information they need to evaluate products and services at a profitB) To link external environments to the firmC) To link target markets to specific decision makers at all levels within firmsD) To link the consumer to the marketer by providing information that can be used in makingmarketing decisionsAnswer: DLO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge19) Tracking variables on how well products are performing in the marketplace is an example ofwhat use of marketing research?A) Market monitoringB) Marketing metricsC) Marketing analyticsD) Marketing performanceAnswer: ALO: 1:3: The function and uses of marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge20) Marketing research can also be used to do which of the following?A) Generate, refine, and evaluate a potential marketing actionB) Generate, modify, and evaluate a potential marketing actionC) Hypothesize, refine, and evaluate a potential marketing actionD) Generate, refine, and execute a potential marketing actionAnswer: ALO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge6Copyright © 2017 Pearson Education, Inc.21) High gasoline prices and concerns about fossil emissions bothered consumers, so Toyotadeveloped the Prius. This is an example of what use of marketing research?A) Generating potential marketing actionsB) Identifying potential marketing segmentsC) Identifying marketing opportunities and problemsD) Identifying market problems and marketing actionsAnswer: CLO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge22) In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet agrowing demand by consumers to have access to organic and natural foods. The company usedmarketing research to identify ways to grow the brand, promote it, and evaluated plans to marketit. This is an example of what use of marketing research?A) Generating and identifying potential marketing actionsB) Generating, refining, and evaluating potential marketing actionsC) Identifying marketing opportunities and problemsD) Identifying market problems and generating marketing actionsAnswer: BLO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge23) If we think of actions as strategies, what actions are required to satisfy the wants and needsof a market?A) Selecting a target market and designing a marketing mixB) Selecting a target market and designing a promotion mixC) Selecting global and domestic markets and distribution strategiesD) Selecting global markets and designing promotional strategiesAnswer: ALO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge7Copyright © 2017 Pearson Education, Inc.24) Improving our understanding of ________ entails conducting research to expand ourknowledge of marketing.A) the marketing conceptB) the marketing planning processC) the market mix processD) the marketing processAnswer: DLO: 1:3: The function and uses of marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge25) The difference between basic research and applied research is that applied research isconducted to:A) Understand the basic desires and motives of consumers.B) Expand our knowledge to solve a specific problem.C) Expand our knowledge, rather than solve a specific problem.D) Determine the most basic desired features in new products.Answer: BLO: 1:3: The function and uses of marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge26) An example of basic research is:A) A winery needs to solve a specific pricing issue relative to its competitors.B) A winery needs to respond to issues related to its distribution network.C) A winery needs to understand more about exporting wine.D) A winery needs to solve a problem it is having exporting wine.Answer: CLO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge8Copyright © 2017 Pearson Education, Inc.27) A great deal of marketing research is conducted to determine the size of various marketsegments. Not only are managers interested in knowing the size of a market segment but also:A) If that segment is shrinking and why competitors did not fulfill the wants and needs of thatsegment.B) If that segment is growing and how well competitors are fulfilling the needs of that segment.C) If that segment is growing and how well competitors are fulfilling the wants and needs of thatsegment.D) If that segment is growing or shrinking and how well competitors are fulfilling the wants andneeds of that segment.Answer: DLO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge28) Maritz Research's New Vehicle Customer Study includes data collected over several years,and in recent years it has studied hybrids. Its market analysts know why drivers purchasehybrids, what makes them satisfied, what their expectations are for gas mileage, and preferencesfor alternative fuels. The main use of this type of research would be related to:A) Product research.B) Pricing research.C) Promotion research.D) Distribution research.Answer: ALO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge29) When a revolutionary new product is created, marketers use research to determine the"value" consumers perceive in the new product. The main use of this type of research would berelated to:A) Product research.B) Pricing research.C) Promotion research.D) Distribution research.Answer: BLO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge9Copyright © 2017 Pearson Education, Inc.30) Chobani launched a campaign, called "The Break You Make," in 2015 to increase awarenessof the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was verysuccessful, with sales of Chobani Flip up 300% over the previous year. The main use of this typeof research would be related to:A) Product research.B) Pricing research.C) Promotion research.D) Distribution researchAnswer: CLO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge31) A winery wants to know more about sales channels, product outlets, and even whether thesechannels are motivated. What type of research would the winery use to answer these questions?A) Product researchB) Pricing researchC) Promotion researchD) Distribution researchAnswer: DLO: 1:3: The function and uses of marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge32) General Motors did research on what became the minivan-a small van suitable for families.The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravanand Plymouth Voyager minivans, which turned out to be among the most successful models inautomotive history. This example most closely demonstrates that:A) Marketing research does not always provide management with the right answer.B) Marketing research does not provide correct answers most of the time.C) Management should question the methods used to conduct product market research.D) Marketing research is not as reliable as management's intuition.Answer: ALO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge10Copyright © 2017 Pearson Education, Inc.33) A ________ is a structure consisting of people, equipment, and procedures to gather, sort,analyze, evaluate, and distribute needed, timely, and accurate information to marketing decisionmakers.A) customer relationship management systemB) sales information management systemC) marketing relationship management systemD) marketing information systemAnswer: DLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge34) The components of the marketing information system does not include:A) A consumer information support system.B) A marketing intelligence system.C) A marketing decision support system.D) An internal reports system.Answer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge35) The ________ that gathers data generated from information such as orders, billing,receivables, and inventory levels, etc., is called the:A) consumer information support systemB) internal reports systemC) marketing research systemD) decision support systemAnswer: BLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge11Copyright © 2017 Pearson Education, Inc.36) The role of the MIS is to ________ to the decision makers in a form and at a time when theycan use it for decision making.A) determine decision makers' information needs and distribute that informationB) deterimine decision makers' information needs, analyze the information, and distribute thatinformationC) determine decision makers' information needs, acquire the needed information, and distributethat informationD) analyze decision makers' information needs, distribute the needed information, and provideguidance on that informationAnswer: CLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: DifficultClassification: ApplicationAACSB: Application of knowledge37) The ________ is defined as a set of procedures and sources used by managers to obtaineveryday information about pertinent developments in the environment.A) external environment reporting systemB) internal reports systemC) consumer information support systemD) marketing intelligence systemAnswer: DLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge38) Which of the MIS systems uses both informal and formal information-gathering procedures?Informal information-gathering procedures involve activities such as scanning newspapers,magazines, and trade publications.A) Marketing intelligence systemB) External environment reports systemC) Internal reports systemD) Consumer information support systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge12Copyright © 2017 Pearson Education, Inc.39) The ________ is the marketing information system component that provides studiesconducted for specific situations facing the company.A) marketing research systemB) marketing intelligence systemC) consumer information support systemD) decision support systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge40) Collected data that may be accessed and analyzed using tools and techniques that assistmanagers in decision-making is the:A) Marketing research system.B) Decision support system.C) Marketing intelligence system.D) Consumer information support system.Answer: BLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge41) The ________ goes on continuously and searches a broad range of information sources tobring pertinent information to decision makers.A) consumer information support systemB) marketing research systemC) marketing intelligence systemD) decision support systemAnswer: CLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge13Copyright © 2017 Pearson Education, Inc.42) Which of the following components of the MIS contains information that is generallyinsufficient for many marketing decisions, but is a source of extreme detail on both revenues andcosts that can be invaluable in making decisions?A) Internal reporting systemB) Marketing research systemC) Marketing intelligence systemD) Decision support systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge43) Which of the following MIS components uses tools such as break-even analysis, regressionmodels, and linear programming?A) Internal reporting systemB) Marketing research systemC) Marketing intelligence systemD) Decision support systemAnswer: DLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge44) Which of the following is NOT a subsystem of a management information system?A) Manufacturing information systemB) Accounting information systemC) Financial information systemD) Marketing information systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge14Copyright © 2017 Pearson Education, Inc.45) Determiniing decision makers' information needs, acquiring the needed information, anddistributing that information to the decision makers in a form, and at a time when they can use itfor decision-making describes:A) The role of internal reporting systems.B) The role of marketing information systems.C) The role of market research systems.D) The role of market intelligence systems.Answer: BLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: DifficultClassification: ApplicationAACSB: Application of knowledge46) The best system that can tell a manager a great deal of information about what has happenedin the past is the:A) Marketing research system.B) Marketing intelligence system.C) Internal reporting system.D) Decision support system.Answer: CLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge47) Marketing research provides managers with new information to help them make decisions.Answer: TRUELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge48) New technologies continue to change the competitive landscape with less frequency thanbefore.Answer: FALSELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge15Copyright © 2017 Pearson Education, Inc.49) Managers must determine what products to make or what services to offer, which methods ofadvertising are most effective, which prices will help their firm realize its target return oninvestment (ROI), and which distribution system will add the greatest value to the supply chain.Answer: TRUELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge50) The American Marketing Association defines marketing as the activity, set of institutions,and processes for creating, communicating, delivering, and exchanging offerings that have valuefor customers, clients, partners, and society at large.Answer: TRUELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge51) Because of new methods of market research, modern marketing thought holds that firmsshould not collaborate and learn from consumers.Answer: FALSELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge52) Outsourcing is the practice of obtaining services or ideas by asking for assistance from largegroups of people, generally online communities.Answer: FALSELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge53) A short definition of marketing is "meeting needs effectively."Answer: FALSELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge16Copyright © 2017 Pearson Education, Inc.54) Marketing research is part of marketing.Answer: TRUELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: EasyClassification: ApplicationAACSB: Application of knowledge55) When firms make the right decisions, they produce products and services that their targetmarkets perceive as having value. That value translates into sales, profits, and a negative ROI.Answer: FALSELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge56) In many examples of failed products and services, managers could have avoided theassociated losses if they had conducted proper marketing research.Answer: TRUELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge57) The marketing mix is a business philosophy that holds that the key to achievingorganizational goals consists of the company being more effective than competitors in creating,delivering, and communicating customer value to its chosen target markets.Answer: FALSELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge58) A marketing strategy consists of selecting a segment of the market as the company's targetmarket and designing the proper "mix" of product/service, price, promotion, and distributionsystem to meet the wants and needs of the consumers within the target market.Answer: TRUELO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge17Copyright © 2017 Pearson Education, Inc.59) Marketing research is the process of designing, gathering, analyzing, and reportinginformation that may be used to increase investor's returns.Answer: FALSELO: 1:2: How to define marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge60) The American Marketing Association's definition of marketing research outlines a twelvestep approach to marketing research.Answer: FALSELO: 1:2: How to define marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge61) Some people define market research as a subset of marketing research, using this term torefer to applying marketing research to a specific market area.Answer: TRUELO: 1:2: How to define marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge62) Marketing research is defined as a process that reports information that can be used to solvea marketing problem, such as determining price or identifying the most effective advertisingmedia.Answer: TRUELO: 1:2: How to define marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge63) Linking the consumer to the marketers by providing information that can be used in makingfinancial decisions is the purpose of marketing research.Answer: FALSELO: 1:2: How to define marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge18Copyright © 2017 Pearson Education, Inc.64) Only information collected on consumers is considered marketing research. Researchcollected on other groups or topics such as distribution channels, competitors, pricing, orproducts is not considered marketing research.Answer: FALSELO: 1:2: How to define marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge65) Consumers now have more power to speak to others in the marketplace because ofglobalization, online shopping, and social media.Answer: TRUELO: 1:2: How to define marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge66) The three uses are (1) identifying market opportunities (2) generating and refining potentialmarket actions, and (3) monitoring marketing performance.Answer: FALSELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge67) Consumers wanted increasingly large TV screens to hang on their walls, so Samsungdeveloped an ultra-thin, LED, large-screen TV. This is an example of using market research toidentify market opportunities and problems.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge68) Some marketing research studies are designed to find out what consumers' problems are andto assess the suitability of different proposed methods of resolving those problems.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge19Copyright © 2017 Pearson Education, Inc.69) Marketing research can also be used to refine and evaluate a potential marketing action suchas strategies, campaigns, programs, or tactics.Answer: FALSELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge70) Marketers think of " actions" as strategies, and strategies involve selecting a target marketand designing a marketing mix to satisfy the wants and needs of that target market.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: ModerateClassification: ApplicationAACSB: Application of knowledge71) Most market research is conducted to determine market opportunities rather than determiningthe size of various market segments.Answer: FALSELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge72) Testing as a part of product research may begin with business case development andcontinues with idea generation that allows firms to quickly and inexpensively get consumers'reactions to the idea of a proposed new product.Answer: FALSELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge73) When a revolutionary new product is created, marketers use pricing research to determine the"value" consumers perceive in the new product.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge20Copyright © 2017 Pearson Education, Inc.74) Marketers who want to know how effective expenditures are for advertising, sales force,publicity/PR, and promotional offers use product research.Answer: FALSELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge75) Distribution research would be used by companies who want to know the best channels toget their product to consumers; the location of the best dealers for their product, or how toevaluate the service the dealer provides.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge76) The research firm MSR Group conducted a rolling tracking study measuring drivers of bankcustomer satisfaction. The nationwide study allows banks to identify factors that determineadvocates and loyal, at-risk, and critical customer relationships. This is an example of monitoringmarketing performance.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge77) Marketing professors at colleges and universities and other not-for- profit organizations, suchas the Marketing Science Institute, often conduct applied research and publish their results injournals such as the Journal of Marketing Research or the Journal of Marketing.Answer: FALSELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge78) For the most part, marketing research firms are conducting applied research to solve aspecific problem facing a company.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: DifficultClassification: ApplicationAACSB: Application of knowledge21Copyright © 2017 Pearson Education, Inc.79) Some product failures are a result of being brought to market without any research, whichincreased the probability of failure.Answer: TRUELO: 1:3: The function and uses of marketing researchDiff: EasyClassification: ApplicationAACSB: Application of knowledge80) Management information systems typically have subsystems to provide the informationnecessary for a functional area within an organization. Such subsystems are the accountinginformation system, financial information system, production information system, humanresources information system, and marketing information system.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge81) A structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate,and distribute needed, timely, and accurate information to marketing decision makers is amarketing information system.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge82) Internal information from orders, billing, receivables, inventory levels, stockouts, and so onmay be gathered by using a marketing intelligence system.Answer: FALSELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge83) Information is gathered and analyzed by the five systems of the MIS: internal reports,marketing intelligence, marketing decision support, information management, and marketingresearch.Answer: FALSELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge22Copyright © 2017 Pearson Education, Inc.84) When an item is purchased at a grocery store, a record is generated of the SKUs purchased,payment method, coupons or special promotions used, store location, and day of week and timeof day. The reports generated from these activities are an example of an external reports system.Answer: FALSELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge85) The marketing intelligence system gathers everyday information about pertinentdevelopments in the environment.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge86) Several online information service companies, such as Lexis-Nexis, provide marketingintelligence. The use of Lexis-Nexis focuses on bringing in information generated outside thefirm. This information would rest in the marketing intelligence system.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge87) A marketing decision support system is defined as collected data that may be accessed andanalyzed using tools and techniques that assist managers in decision-making.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge23Copyright © 2017 Pearson Education, Inc.88) The marketing research system aggregates information gathered by the other MIS componentsubsystems: Marketing research studies are conducted for all non-specific situations facing thecompany.Answer: FALSELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: DifficultClassification: ApplicationAACSB: Application of knowledge89) When Walmart was designing Walmart To Go, the retailer's online service that offers deliveryor pick-up services in select markets, management had several service options available to offercustomers and needed to know more about today's shopper. This is an example of using themarket research system to design a marketing research study to address a specific situationfacing the company.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: DifficultClassification: ApplicationAACSB: Application of knowledge90) Decision support systems eliminate the need for marketing research.Answer: FALSELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge91) Collected data that may be accessed and analyzed using tools and techniques that assistmanagers in decision making is representative of a decision support system.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: EasyClassification: ApplicationAACSB: Application of knowledge24Copyright © 2017 Pearson Education, Inc.92) A final characteristic of marketing research differentiates it from the other MIS components:Marketing research projects, unlike the other components, are not continuous-they have abeginning and an end.Answer: TRUELO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDiff: ModerateClassification: ApplicationAACSB: Application of knowledge93) To fully appreciate the role of marketing research, it is helpful to understand its role in andrelationship to marketing. Discuss the role of marketing research and its role in and relationshipto marketing.Answer: Answers should mention either the short definition of marketing ("meeting needsprofitably") or the lengthier version by the American Marketing Association. Discussion shouldfocus on the relationship of the objectives of marketing and the role of marketing research inhelping marketers make crucial decisions. To practice marketing well in today's environmentrequires access to more and better information. Answers should note that not only is marketingresearch part of marketing. but also provides information to decision makers.LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge94) A philosophy may be thought of as a system of values or principles by which you live. Whatis the connection between philosophies and the business decisions that managers make? Why arephilosophies important?Answer: The answers should elaborate on the definition of philosophy(ies) and whyphilosophies are so important: They dictate day-to-day activities. Answers should mention thatone of the most important philosophies managers have is that which determines how they viewtheir company's role in terms of what it provides the market. Advanced answers will mention theconnection between sales orientation philosophies and the marketing concept, which is a muchmore effective philosophy and generally considered "the right philosophy."LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, andmarketing strategy isDiff: ModerateClassification: ApplicationAACSB: Application of knowledge25Copyright © 2017 Pearson Education, Inc. |
Which of the following statements best illustrates the view of marketing as service-centered
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