Copyright Cengage Learning. Powered by Cognero. Page 1

Copyright Cengage Learning. Powered by Cognero. Page 1

Chapter 1

• One of the most important roles for the marketing function within any organization is
• streamlining manufacturing efficiency.
• developing new products.
• recruiting new employees.
• understanding customers and their needs.
• 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 OBJECTIVES: 01.01 - Defining Marketing Research

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:

• They need information to develop and deliver products or services that satisfy customer needs.
• They need a capable and creative marketing staff.
• They need to invest sufficiently in marketing and marketing research.
• All of these are correct.
• 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 OBJECTIVES: 1.01 - Define marketing research.

DATE CREATED: 7/19/2017 12:10 AM

DATE MODIFIED: 7/19/2017 12:21 AM

• The basic function of marketing research is
• to conduct surveys and analyze results.
• to gather information needed to help managers make better decisions.
• to monitor market trends and developments.
• to gather intelligence on competitors.
• All of these are correct. 1 / 3

Copyright Cengage Learning. Powered by Cognero. Page 2

ANSWER: b

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 OBJECTIVES: 1.01 - Define marketing research.

DATE CREATED: 7/19/2017 12:34 AM

DATE MODIFIED: 7/19/2017 12:36 AM

• Marketing managers have an urgent need for information—the function traditionally responsible for providing it is
• marketing communications.
• accounting.
• marketing research.
• manufacturing and development.
• 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 OBJECTIVES: 1.01 - Define marketing research.

DATE CREATED: 7/19/2017 12:44 AM

DATE MODIFIED: 7/19/2017 12:47 AM

• Marketing research is the process of gathering and interpreting data for use in
• increasing sales volumes.
• improving corporate profitability.
• decreasing manufacturing defects.
• developing more competitive products and services.
• 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

DATE MODIFIED: 7/19/2017 4:59 AM

• / 3

Copyright Cengage Learning. Powered by Cognero. Page 3

• Marketing research is involved with which of these phases of the information management process?
• The specification of what information is needed
• The collection and analysis of the information
• The interpretation of that information with respect to the objectives that motivated the study in the first

place

• All of these are correct.
• 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 OBJECTIVES: 1.01 - Define marketing research.

DATE CREATED: 7/19/2017 12:53 AM

DATE MODIFIED: 9/20/2017 3:23 PM

• Marketing research used for _______ deals largely with determining which marketing opportunities are worthwhile

and which are not promising for the firm.

• planning
• decision making
• problem solving
• performance monitoring
• 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 TYPE: Multiple Choice

HAS VARIABLES: False

LEARNING OBJECTIVES: 1.01 - Define marketing research.

DATE CREATED: 7/19/2017 12:56 AM

DATE MODIFIED: 7/19/2017 12:59 AM

• ________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to

the elements of the marketing mix.

• Planning
• Decision-making
• Problem-solving
• Performance-monitoring
• Control
• / 3