Question 1

Managers use philosophies that guide them in their decision making.

Accepted Answer

Managers often develop and rely on certain philosophies, principles, or values to guide their decisions and lead their teams effectively.

Question 2

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.

Accepted Answer

The American Marketing Association's definition of marketing states that marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. While generating high profits is certainly a goal of marketing, it is not the only or primary goal. The AMA's definition emphasizes creating value for customers and society as well.

Question 3

Sometimes marketing research studies lead to the wrong decisions.

Accepted Answer

Marketing research studies can sometimes yield incorrect conclusions or data that leads to poor decision-making, which can have negative consequences for a business or organization. It is important to carefully design and execute research studies, analyze the data thoroughly, and interpret the results critically to ensure that any decisions made based on the research are accurate and effective.

Question 4

According to the AMA definition of marketing research,solving general,not specific,marketing problems is one of the uses of marketing research.

Accepted Answer

The AMA (American Marketing Association) definition of marketing research emphasizes solving specific, not general, marketing problems by identifying and defining them, generating, refining, and evaluating marketing actions; monitoring marketing performance; and improving understanding of marketing as a process.

Question 5

"Consumer packaged goods" firms,like Wal-Mart,want to monitor the sales of their brands and are not concerned about the sales of their competitor's brands.

Accepted Answer

Consumer packaged goods firms, including those like Wal-Mart, are very interested in monitoring the sales of their competitors' brands as well as their own. This helps them understand market trends, consumer preferences, and competitive positioning.

Question 6

Which of the following marketing information subsystems is NOT continuous?

Accepted Answer

The marketing research system is not continuous because it involves specific research projects conducted at certain points in time rather than ongoing data collection and analysis. The other systems listed involve ongoing information gathering and analysis.

Question 7

Ad hoc is a Latin word,meaning ________.

Accepted Answer

The correct definition of ad hoc is "with respect to a specific purpose," which is best represented by choice D. The other options are not accurate definitions of ad hoc.

Question 8

One of the uses of marketing research is to identify market opportunities; however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

Accepted Answer

The identification of problems is also a use of marketing research, as it helps companies to understand issues or challenges that their target audience may be facing, and tailor their products or services accordingly to address those problems.

Question 9

"Making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.

Accepted Answer

Repeat buying and positive word-of-mouth promotion require continued efforts from marketers to maintain customer satisfaction and loyalty. Therefore, "making the sale" is just a part of the overall marketing process.

Question 10

Marketing research is a part of marketing.

Accepted Answer

Marketing research is a crucial component of marketing, as it involves conducting research to aid in the development, promotion, and distribution of products and services, as well as identifying and understanding consumer needs and preferences. Therefore, marketing research is an integral part of a company's overall marketing strategy.

Question 11

Which MIS subsystem is also called a DSS?

Accepted Answer

MIS subsystems often include decision support systems (DSS) that assists in analyzing data and making better decisions. A marketing decision support system is an example of a MIS subsystem that is also considered a DSS.

Question 12

Marketing research conducted on the popular TV program Seinfeld,starring Jerry Seinfeld,was used to illustrate:

Accepted Answer

Marketing research conducted on Seinfeld predicted that the show would fail due to its unconventional format and lack of traditional plotlines. However, the show became a huge success and continued for nine seasons. This illustrates that marketing research may not always accurately predict the success or failure of a product or service.

Question 13

Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

Accepted Answer

This statement accurately defines what marketing research entails.

Question 14

The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.

Accepted Answer

The AMA's definition of marketing research encompasses the function of marketing research in addition to its uses, making its definition longer than that of the authors.

Question 15

Marketing research is synonymous with market research.

Accepted Answer

Marketing research is broader, encompassing all research activities related to marketing processes, while market research focuses specifically on the analysis of markets and consumers within those markets.

Question 16

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would not be considered marketing research.

Accepted Answer

Marketing research can also provide information on other entities such as employees, members of distribution channels, or competitors.

Question 17

When a product fails,you can tell marketing research was not conducted.

Accepted Answer

Marketing research can be conducted thoroughly, but a product can still fail due to various other factors such as poor product quality, incorrect pricing, inadequate distribution channels, or changing market conditions.

Question 18

The purpose of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decisions.

Accepted Answer

Marketing research helps to identify the needs and preferences of consumers, providing valuable insights that can inform marketing strategies and decisions. By understanding the consumer, marketers can develop products, services, and campaigns that are tailored to their target audience, improving the likelihood of success.

Question 19

The goal of environmental analysis studies is to find opportunities or to identify problems with an existing strategy.

Accepted Answer

Environmental analysis studies aim to evaluate the external factors that can impact an organization's business operations, identifying opportunities for growth or identifying potential issues that may need to be addressed. Therefore, the goal of environmental analysis studies is to find opportunities or to identify problems with an existing strategy.

Question 20

Another use of marketing research is to monitor marketing performance,which takes place prior to implementing marketing strategies.

Accepted Answer

Monitoring marketing performance is typically conducted after implementing marketing strategies to assess their effectiveness and make necessary adjustments, not prior.

Quiz 1: An Introduction to Marketing Research