Chapter 1

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.

*a. Marketers must identify their companies' core competencies.* Over recent years marketing thought has evolved to a service-centered view that (a) identifies core competencies, (b) identifies potential customers who can benefit from these core competencies, (c) cultivates relationships with these customers by creating value that meets their specific needs, and (d) collects feedback from the market, learns from the feedback, and improves the values offered to the public. Note that this view of marketing implies that firms must be more than customer oriented (making and selling what firms think customers want and need). In addition, they must collaborate with and learn from customers, adapting to their changing needs. A second implication is that firms do not view products as separate from services.

12. As environments change, what should be revised on an ongoing basis to produce the right strategy for the new environment? A) Market plan decisions B) Product development decisions C) Business decisions D) Financial decisions

C) Business decisions As environments change, business decisions must be revised on an ongoing basis to produce the right strategy for the new environment.

48) *T/F* New technologies continue to change the competitive landscape with less frequency than before.

FALSE

64) *T/F* Only information collected on consumers is considered marketing research. Research collected on other groups or topics such as distribution channels, competitors, pricing, or products is not considered marketing research.

FALSE

90) *T/F* Decision support systems eliminate the need for marketing research.

FALSE

84) *T/F* 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 time of day. The reports generated from these activities are an example of an external reports system.

FALSE 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 time of day. The reports generated from these activities are an example of an *INTERNAL* reports system.

52) *T/F* Outsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities.

FALSE *CROWDsourcing* is a business model in which products or services are developed by soliciting contributions from a large group of people rather than from traditional employees or suppliers. Crowdsourcing typically integrates the efforts of many self-identified volunteers or part-time workers. Each contributor, acting on his or her own initiative, contributes to a small piece that can be synthesized into a larger whole to achieve a greater result. Crowdsourcing is different from outsourcing in that a task is accomplished by an undefined public rather than being commissioned from a specific, named group or an established business supply chain.

74) *T/F* Marketers who want to know how effective expenditures are for advertising, sales force, publicity/PR, and promotional offers use product research.

FALSE *T/F* Marketers who want to know how effective expenditures are for advertising, sales force, publicity/PR, and promotional offers use *PROMOTIONAL* research.

63) *T/F* Linking the consumer to the marketers by providing information that can be used in making financial decisions is the purpose of marketing research.

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

71) *T/F* Most market research is conducted to determine market opportunities rather than determining the size of various market segments.

FALSE A great deal of marketing research is conducted to determine the size of various market segments

53) *T/F* A short definition of marketing is "meeting needs effectively."

FALSE A short definition of marketing is "meeting needs profitably."

83) *T/F* Information is gathered and analyzed by the five systems of the MIS: internal reports, marketing intelligence, marketing decision support, information management, and marketing

FALSE Information is gathered and analyzed by the *FOUR* subsystems of the MIS: internal reports, marketing intelligence, marketing decision support, and marketing research.

77) *T/F* Marketing professors at colleges and universities and other not-for- profit organizations, such as the Marketing Science Institute, often conduct applied research and publish their results in journals such as the Journal of Marketing Research or the Journal of Marketing.

FALSE Marketing professors at colleges and universities and other not-for- profit organizations, such as the Marketing Science Institute, often conduct basic research and publish their results in journals such as the Journal

59) *T/F* Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to increase investor's returns.

FALSE Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to *SOLVE A SPECIFIC PROBLEM.*

60) *T/F* The American Marketing Association's definition of marketing research outlines a twelve-step approach to marketing research.

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

51) *T/F* Because of new methods of market research, modern marketing thought holds that firms should not collaborate and learn from consumers.

FALSE Over recent years marketing thought has evolved to a service-centered view that (a) identifies core competencies, (b) identifies potential customers who can benefit from these core competencies, (c) cultivates relationships with these customers by creating value that meets their specific needs, and (d) collects feedback from the market, learns from the feedback, and improves the values offered to the public. Note that this view of marketing implies that firms must be more than customer oriented (making and selling what firms think customers want and need). In addition, they *MUSTcollaborate with and learn from customers,* adapting to their changing needs

72) *T/F* Testing as a part of product research may begin with business case development and continues with idea generation that allows firms to quickly and inexpensively get consumers' reactions to the idea of a proposed new product.

FALSE Testing may begin with *IDEA GENERATION and continues with CONCEPT TESTS* that allow firms to quickly and inexpensively get consumers' reactions to the concept of a proposed new product.

82) *T/F* Internal information from orders, billing, receivables, inventory levels, stockouts, and so on may be gathered by using a marketing intelligence system.

FALSE The *internal reports system* gathers information generated within a firm, including orders, billing, receivables, inventory levels, stockouts, and so on.

57) *T/F* The marketing mix is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.

FALSE The *marketing CONCEPT* is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets

88) *T/F* The marketing research system aggregates information gathered by the other MIS component subsystems: Marketing research studies are conducted for all non-specific situations facing the company.

FALSE The marketing research system gathers information *NOT gathered* by the other MIS component subsystems: Marketing research studies are conducted for a *specific situation* facing the company.

66) *T/F* The three uses are (1) identifying market opportunities (2) generating and refining potential market actions, and (3) monitoring marketing performance.

FALSE The three uses of are (1) identifying market opportunities and problems, (2) generating, refining, and evaluating potential market actions, and (3) monitoring marketing performance.

55) *T/F* When firms make the right decisions, they produce products and services that their target markets perceive as having value. That value translates into sales, profits, and a negative ROI.

FALSE When firms make the right decisions, they produce products and services that their target markets perceive as having value. That value translates into sales, profits, and a *positive* ROI.

49) *T/F* Managers must determine what products to make or what services to offer, which methods of advertising are most effective, which prices will help their firm realize its target return on investment (ROI), and which distribution system will add the greatest value to the supply chain.

TRUE

50) *T/F* The American Marketing Association defines marketing as 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.

TRUE

54) *T/F* Marketing research is part of marketing.

TRUE

56) *T/F* In many examples of failed products and services, managers could have avoided the associated losses if they had conducted proper marketing research.

TRUE

58) *T/F* A marketing strategy 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.

TRUE

61) *T/F* Some people define market research as a subset of marketing research, using this term to refer to applying marketing research to a specific market area.

TRUE

62) *T/F* Marketing research is defined as a process that reports information that can be used to solve a marketing problem, such as determining price or identifying the most effective advertising media.

TRUE

65) *T/F* Consumers now have more power to speak to others in the marketplace because of globalization, online shopping, and social media.

TRUE

67) *T/F* Consumers wanted increasingly large TV screens to hang on their walls, so Samsung developed an ultra-thin, LED, large-screen TV. This is an example of using market research to identify market opportunities and problems.

TRUE

68) *T/F* Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

TRUE

70) *T/F* Marketers think of " actions" as strategies, and strategies involve selecting a target market and designing a marketing mix to satisfy the wants and needs of that target market.

TRUE

73) *T/F* When a revolutionary new product is created, marketers use pricing research to determine the "value" consumers perceive in the new product.

TRUE

75) *T/F* Distribution research would be used by companies who want to know the best channels to get their product to consumers; the location of the best dealers for their product, or how to evaluate the service the dealer provides.

TRUE

76) *T/F* The research firm MSR Group conducted a rolling tracking study measuring drivers of bank customer satisfaction. The nationwide study allows banks to identify factors that determine advocates and loyal, at-risk, and critical customer relationships. This is an example of monitoring marketing performance.

TRUE

78) *T/F* For the most part, marketing research firms are conducting applied research to solve a specific problem facing a company.

TRUE

79) *T/F* Some product failures are a result of being brought to market without any research, which increased the probability of failure.

TRUE

80) *T/F* Management information systems typically have subsystems to provide the information necessary for a functional area within an organization. Such subsystems are the accounting information system, financial information system, production information system, human resources information system, and marketing information system.

TRUE

81) *T/F* 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 a marketing information system.

TRUE

85) *T/F* The marketing intelligence system gathers everyday information about pertinent developments in the environment.

TRUE

86) *T/F* Several online information service companies, such as Lexis-Nexis, provide marketing intelligence. The use of Lexis-Nexis focuses on bringing in information generated outside the firm. This information would rest in the marketing intelligence system.

TRUE

87) *T/F* A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making.

TRUE

89) *T/F* When Walmart was designing Walmart To Go, the retailer's online service that offers delivery or pick-up services in select markets, management had several service options available to offer customers and needed to know more about today's shopper. This is an example of using the market research system to design a marketing research study to address a specific situation facing the company.

TRUE

91) *T/F* Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making is representative of a decision support system.

TRUE

92) *T/F* 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 a beginning and an end.

TRUE

69) *T/F* Marketing research can also be used to refine and evaluate a potential marketing action such as strategies, campaigns, programs, or tactics.

TRUE Marketing research can also be used to generate, refine, and evaluate a potential marketing action. Here "actions" may be thought of as strategies, campaigns, programs, or tactics.

47) *T/F* Marketing research provides managers with new information to help them make decisions.

TRUE Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. The marketing research system gathers information not gathered by the other MIS component subsystems. It is unlikely that other components of an MIS have generated the particular information needed for the specific situation. When Walmart was designing Walmart To Go, the retailer's online service that offers delivery or pick-up services in select markets, management had several service options available to offer customers. Could managers get information about what today's shopper will most prefer from the internal reports system? No. Could they get useful information from their intelligence system? No. Could they get information from their DSS? Not really. Marketing research can provide information to help Walmart understand what grocery delivery and pick-up services will be most appealing to today's consumers.

34. 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.

a. A consumer information support system.

20. Marketing research can also be used to do which of the following? a. Generate, refine, and evaluate a potential marketing action b. Generate, modify, and evaluate a potential marketing action c. Hypothesize, refine, and evaluate a potential marketing action d. Generate, refine, and execute a potential marketing action

a. Generate, refine, and evaluate a potential marketing action

42. Which of the following components of the MIS contains information that is generally insufficient for many marketing decisions, but is a source of extreme detail on both revenues and costs that can be invaluable in making decisions? a. Internal reporting system b. Marketing research system c. Marketing intelligence system d. Decision support system

a. Internal reporting system

44. Which of the following is NOT a subsystem of a management information system? a. Manufacturing information system b. Accounting information system c. Financial information system d. Marketing information system

a. Manufacturing information system

19. Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research? a. Market monitoring b. Marketing metrics c. Marketing analytics d. Marketing performance

a. Market monitoring

38. Which of the MIS systems uses both informal and formal information-gathering procedures? a. Marketing intelligence system b. External environment reports system c. Internal reports system d. Consumer information support system

a. Marketing intelligence system

32. 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 Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive 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.

a. Marketing research does not always provide management with the right answer.

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

a. Meeting needs profitably

28. 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 purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for 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.

a. Product research. Successful companies are constantly looking for new products and services. They know the lesson of the product life cycle: Products will eventually die. As a result, they must have a process in place to identify and test new products. Testing may begin with idea generation and continues with concept tests that allow firms to quickly and inexpensively get consumers' reactions to the concept of a proposed new product. Research studies are conducted on the proposed brand names and package designs of products before commercialization.

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.

a. Sales, profits, and a positive ROI.

23. If we think of actions as strategies, what actions are required to satisfy the wants and needs of a market? a. Selecting a target market and designing a marketing mix b. Selecting a target market and designing a promotion mix c. Selecting global and domestic markets and distribution strategies d. Selecting global markets and designing promotional strategies

a. Selecting a target market and designing a marketing mix

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.

a. That to successfully practice marketing in today's environment, marketers require more and better access to information.

16. According to the American Marketing Association, which of the following is the primary use of marketing research? a. To identify and define marketing opportunities and problems b. To solve general, not specific, marketing problems c. To generate, refine, and evaluate marketing actions d. To monitor marketing performance

a. To identify and define marketing opportunities and problems

15. According to the American Marketing Association (AMA), what is the function of marketing research? a. To link the consumer to the marketer b. To link the marketer to global markets c. To link consumers and customers d. To link consumers, customers, and markets

a. To link the consumer to the marketer The AMA definition states that the function of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decisions. Having that link with consumers is crucial if firms are to provide them with the value they expect in the marketplace.

39. The ________ is the marketing information system component that provides studies conducted for specific situations facing the company. a. marketing research system b. marketing intelligence system c. consumer information support system d. decision support system

a. marketing research system The marketing research system gathers information for a *specific* situation facing the company - information not gathered by the other MIS component subsystems. By providing information for a specific problem, marketing research provides information not provided by other components of the MIS. This is why marketing research studies are sometimes referred to as "ad hoc studies." Ad hoc is Latin for "with respect to a specific purpose."

40. Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the: a. Marketing research system. b. Decision support system. c. Marketing intelligence system. d. Consumer information support system.

b. Decision support system. A marketing decision support system (DSS) is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making. Once companies collect large amounts of information, they store this information in huge databases that, when accessed with decision-making tools and techniques (such as break-even analysis, regression models, and linear programming), allow companies to ask "what if" questions. Answers to these questions are then immediately available for decision making.

25. The difference between basic research and applied research is that applied research is conducted 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.

b. Expand our knowledge to solve a specific problem. The aim of *basic research* is to expand our knowledge rather than to solve a specific problem. This research is not conducted for any specific company problem but rather to increase our understanding of how to satisfy consumers of services. *Applied research* is research that is conducted to solve specific problems.

22. In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research? a. Generating and identifying potential marketing actions b. Generating, refining, and evaluating potential marketing actions c. Identifying marketing opportunities and problems d. Identifying market problems and generating marketing actions

b. Generating, refining, and evaluating potential marketing actions

14. 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.

b. Market research.

11. Firms have strategies in many areas other than marketing. Financial strategy, production strategy, and technology strategy, for example, may be key components of a firm's overall strategic plan. Strategy is another name for: a. Marketing. b. Planning. c. Forecasting. d. Tactics.

b. Planning.

29. 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 be related to: a. Product research. b. Pricing research. c. Promotion research. d. Distribution research.

b. Pricing research. When a revolutionary new product is created, marketers use research to determine the "value" consumers perceive in the new product. Marketing research is also conducted to determine how consumers will react to different types of pricing tactics such as "buy one, get one free" versus a "one-half-off" price offer.

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.

b. Selecting the segment of the market as a company's target.

45. Determining decision makers' information needs, acquiring the needed information, and distributing that information to the decision makers in a form, and at a time when they can use it for 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.

b. The role of marketing information systems.

35. The ________ that gathers data generated from information such as orders, billing, receivables, and inventory levels, etc., is called the: a. consumer information support system b. internal reports system c. marketing research system d. decision support system

b. internal reports system

26. 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

c. A winery needs to understand more about exporting wine. The aim of basic research is to expand our knowledge rather than to solve a specific problem. This research is not conducted for any specific company problem but rather to increase our understanding of how to satisfy consumers of services.

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.

c. Collaborate with and learn from customers.

21. High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research? a. Generating potential marketing actions b. Identifying potential marketing segments c. Identifying marketing opportunities and problems d. Identifying market problems and marketing actions

c. Identifying marketing opportunities and problems

46. The best system that can tell a manager a great deal of information about what has happened in the past is the: a. Marketing research system. b. Marketing intelligence system. c. Internal reporting system. d. Decision support system.

c. Internal reporting system.

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.

c. It always focuses on the consumer.

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.

c. It guides day-to-day decisions managers will make.

30. Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to: a. Product research. b. Pricing research. c. Promotion research. d. Distribution research

c. Promotion research. As firms spend dollars on promotion, they want to know how effective those expenditures are for the advertising, sales force, publicity/PR, and promotional offers. Firms also conduct research on the effectiveness of different media.

36. The role of the MIS is to ________ to the decision makers in a form and at a time when they can use it for decision making. a. determine decision makers' information needs and distribute that information b. determine decision makers' information needs, analyze the information, and distribute that information c. determine decision makers' information needs, acquire the needed information, and distribute that information d. analyze decision makers' information needs, distribute the needed information, and provide guidance on that information

c. determine decision makers' information needs, acquire the needed information, and distribute that information

41. The ________ goes on continuously and searches a broad range of information sources to bring pertinent information to decision makers. a. consumer information support system b. marketing research system c. marketing intelligence system d. decision support system

c. marketing intelligence system

43. Which of the following MIS components uses tools such as break-even analysis, regression models, and linear programming? a. Internal reporting system b. Marketing research system c. Marketing intelligence system d. Decision support system

d. Decision support system

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.

d. Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer. Marketers must "hear the voice of the consumer" to determine how to create, communicate, and deliver value that will result in long-lasting relationships with customers. Some firms "listen" to their customers and have success; others do not and experience product and service failures

31. A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions? a. Product research b. Pricing research c. Promotion research d. Distribution research

d. Distribution research What are the best channels to get our product to consumers? Where are the best dealers for our product, and how can we evaluate the service they provide? How satisfied are our dealers? Are our dealers motivated? Should we use multichannel distribution? How many distributors should we have? These are but a few of the crucial questions managers may answer through marketing research.

27. A great deal of marketing research is conducted to determine the size of various market segments. 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 that segment. 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 that segment. d. If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.

d. If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment. A great deal of marketing research is conducted to determine the size of various market segments. Not only are managers interested in knowing the size of the market segment that wants an all-electric vehicle but also they want to know if that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment. If research shows that a significantly large segment of the market has identifiable needs, the segment is growing; if its needs are either not being met or being met poorly by competition, this segment becomes an ideal candidate for a target market. Now the company must determine how well its core competencies will allow it to satisfy that segment's demand.

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.

d. Information

17. Marketing research can also be used to generate, refine, and evaluate a potential marketing action. 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.

d. Strategies, campaigns, programs, or tactics.

13. What is the definition of marketing research? a. The process of analyzing secondary information and providing executives with timely reports to 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 to solve a specific marketing problem.

d. The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

18. 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 profit b. To link external environments to the firm c. To link target markets to specific decision makers at all levels within firms d. To link the consumer to the marketer by providing information that can be used in making marketing decisions

d. To link the consumer to the marketer by providing information that can be used in making marketing decisions

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 decision makers. a. customer relationship management system b. sales information management system c. marketing relationship management system d. marketing information system

d. marketing information system The marketing information system (MIS) is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. The role of the MIS is to determine decision makers' information needs, acquire the needed information, and distribute that information to the decision makers in a form and at a time when they can use it for decision making.

37. The ________ is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment. a. external environment reporting system b. internal reports system c. consumer information support system d. marketing intelligence system

d. marketing intelligence system The marketing intelligence system is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment. Consequently, the intelligence system focuses on bringing in information generated outside the firm. Such systems include both informal information-gathering procedures (activities such as scanning newspapers, magazines, and trade publications) and formal information-gathering procedures.

24. Improving our understanding of ________ entails conducting research to expand our knowledge of marketing. a. the marketing concept b. the marketing planning process c. the market mix process d. the marketing process

d. the marketing process Improving our understanding of the marketing process entails conducting research to expand our knowledge of marketing. Typical of such basic research would be attempts to define and classify marketing phenomena and to develop theories that describe, explain, and predict marketing phenomena.