Test Bank For
Marketing Research, Global Edition, 9th edition Alvin C. Burns Ann Veeck
Chapters 1-16
Chapter 1 Introduction to Marketing Research
1) ________ 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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Which of the following statements best illustrates the view of marketing as service-centered?
A) The service-centered view identifies companies' core competencies.
B) The service-centered view means that marketers must know how to precisely measure service
satisfaction.
C) The service-centered view sees internal service levels as more important than external service
levels.
D) The service-centered view stresses that service delivery and product quality are now two
different concepts.
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) What does the phrase "service-centered view of marketing" imply?
A) Firms must be more than customer oriented (making and selling what firms think customers
want and need).
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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: 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 consumers
D) collaborate with and learn from competitors
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) Social media and other advances in technology enable companies to ________.
A) develop better customer relationship management tools
B) motivate employees to reduce high product and service 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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
6) Why is the marketing concept an important philosophy for marketers?
A) It sets the sales and revenue projects.
B) It dictates the market share a firm will earn and who they will target.
C) It determines how marketers view their company's role in terms of what it provides to the
market.
D) It determines marketing objectives and ROI.
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
,7) Adopting the marketing concept means that ________.
A) we have adopted the "right strategy"
B) our focus should be on the "right price" at the "right place"
C) marketers cannot use just any strategy, but have to develop the "right" strategy
D) we need to develop "right pricing," "right promotion," and "right distribution"
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: 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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) What do marketers need in order to create the right strategies for decision-making?
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) Objective, accurate, and timely information
Answer: D
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
, 10) When firms make the right decisions, they produce products and services that their target
markets 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: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) A ________ consists of selecting a segment of the market as the company's target market
and designing the proper "mix" of product/service, price, promotion, and distribution system to
meet the wants and needs of the consumers within the target market.
A) market strategy
B) strategic plan
C) differentiation strategy
D) positioning strategy
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) Which of the following should be revised on an ongoing basis to produce the right strategy
as environments change?
A) Market plan decisions
B) Product development decisions
C) Business decisions
D) Financial decisions
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
Marketing Research, Global Edition, 9th edition Alvin C. Burns Ann Veeck
Chapters 1-16
Chapter 1 Introduction to Marketing Research
1) ________ 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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Which of the following statements best illustrates the view of marketing as service-centered?
A) The service-centered view identifies companies' core competencies.
B) The service-centered view means that marketers must know how to precisely measure service
satisfaction.
C) The service-centered view sees internal service levels as more important than external service
levels.
D) The service-centered view stresses that service delivery and product quality are now two
different concepts.
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) What does the phrase "service-centered view of marketing" imply?
A) Firms must be more than customer oriented (making and selling what firms think customers
want and need).
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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: 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 consumers
D) collaborate with and learn from competitors
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) Social media and other advances in technology enable companies to ________.
A) develop better customer relationship management tools
B) motivate employees to reduce high product and service 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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
6) Why is the marketing concept an important philosophy for marketers?
A) It sets the sales and revenue projects.
B) It dictates the market share a firm will earn and who they will target.
C) It determines how marketers view their company's role in terms of what it provides to the
market.
D) It determines marketing objectives and ROI.
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
,7) Adopting the marketing concept means that ________.
A) we have adopted the "right strategy"
B) our focus should be on the "right price" at the "right place"
C) marketers cannot use just any strategy, but have to develop the "right" strategy
D) we need to develop "right pricing," "right promotion," and "right distribution"
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: 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: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) What do marketers need in order to create the right strategies for decision-making?
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) Objective, accurate, and timely information
Answer: D
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
, 10) When firms make the right decisions, they produce products and services that their target
markets 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: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) A ________ consists of selecting a segment of the market as the company's target market
and designing the proper "mix" of product/service, price, promotion, and distribution system to
meet the wants and needs of the consumers within the target market.
A) market strategy
B) strategic plan
C) differentiation strategy
D) positioning strategy
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) Which of the following should be revised on an ongoing basis to produce the right strategy
as environments change?
A) Market plan decisions
B) Product development decisions
C) Business decisions
D) Financial decisions
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
