Marketing Research, 8th
Edition Alvin C. Burns, Quiz
Answers, Chapter 1 8th EDITION
WWW.TOP20MBA.COM / 12 DECEMBER 2016
MARKETING, MARKETING MANAGEMENT, E-MARKETING, INTERNATIONAL
AND GLOBAL MARKETING
MARKETING RESEARCH
Marketing Research, 8th Edition
Alvin C. Burns, Louisiana State University
Ann F. Veeck, Western Michigan University
Ronald F. Bush, University of West Florida
Power Point - LINK FREE DOWNLOAD
Marketing Research, 8e (Burns/Bush)
Chapter 1 Introduction to Marketing Research
1) Which of the following is a short de5nition of marketing?
, 1. A) Meeting needs pro5tably
2. B) Meeting wants pro5tably
3. C) Meeting consumer demands pro5tably
4. D) Meeting business-to-business wants pro5tably
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classi5cation: Application
AACSB: Application of knowledge
2) Over the years, marketing thought has evolved to a service-centered view. Which of the
following statements best illustrates this view?
1. A) Marketers must identify their companies' core competencies.
2. B) Marketers must know how to precisely measure service satisfaction.
3. C) Internal service levels are more important than external service levels.
4. D) Service delivery and product quality are now two different concepts.
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
3) The service-oriented logic as a marketing philosophy implies:
1. A) That to successfully practice marketing in today's environment, marketers require more
, and better access to information.
2. B) The advantage in the marketplace will default to third world countries specializing in
services.
3. C) To quickly increase pro5tability, more companies should try to create short-term
customer relationships.
4. D) That because of social media, less collaboration with customers is required for decision-
making.
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
4) Modern marketing thought holds that 5rms should:
1. A) Separate product-orientation from service-orientation.
2. B) Focus on service-orientation at the expense of product-orientation.
3. C) Collaborate with and learn from customers.
4. D) Collaborate with and learn from competitors.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
5) To successfully minimize product and service failures companies should:
, 1. A) Develop better project management systems.
2. B) Motivate employees to reduce high failure rates.
3. C) Focus on de5ning the best set of product dimensions to match core competencies.
4. D) Determine how to create, communicate, and deliver value by "hearing the voice" of the
consumer.
Answer: D
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
6) The marketing concept is an important philosophy for marketing managers because:
1. A) It sets the amount of quarterly pro5ts a 5rm will earn.
2. B) It dictates the market share a 5rm will earn.
3. C) It guides day-to-day decisions managers will make.
4. D) It sets an adequate rate of internal ROI.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classi5cation: Application
AACSB: Application of knowledge
7) For many years, the marketing concept has been recognized as the "right philosophy" because:
Edition Alvin C. Burns, Quiz
Answers, Chapter 1 8th EDITION
WWW.TOP20MBA.COM / 12 DECEMBER 2016
MARKETING, MARKETING MANAGEMENT, E-MARKETING, INTERNATIONAL
AND GLOBAL MARKETING
MARKETING RESEARCH
Marketing Research, 8th Edition
Alvin C. Burns, Louisiana State University
Ann F. Veeck, Western Michigan University
Ronald F. Bush, University of West Florida
Power Point - LINK FREE DOWNLOAD
Marketing Research, 8e (Burns/Bush)
Chapter 1 Introduction to Marketing Research
1) Which of the following is a short de5nition of marketing?
, 1. A) Meeting needs pro5tably
2. B) Meeting wants pro5tably
3. C) Meeting consumer demands pro5tably
4. D) Meeting business-to-business wants pro5tably
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classi5cation: Application
AACSB: Application of knowledge
2) Over the years, marketing thought has evolved to a service-centered view. Which of the
following statements best illustrates this view?
1. A) Marketers must identify their companies' core competencies.
2. B) Marketers must know how to precisely measure service satisfaction.
3. C) Internal service levels are more important than external service levels.
4. D) Service delivery and product quality are now two different concepts.
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
3) The service-oriented logic as a marketing philosophy implies:
1. A) That to successfully practice marketing in today's environment, marketers require more
, and better access to information.
2. B) The advantage in the marketplace will default to third world countries specializing in
services.
3. C) To quickly increase pro5tability, more companies should try to create short-term
customer relationships.
4. D) That because of social media, less collaboration with customers is required for decision-
making.
Answer: A
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
4) Modern marketing thought holds that 5rms should:
1. A) Separate product-orientation from service-orientation.
2. B) Focus on service-orientation at the expense of product-orientation.
3. C) Collaborate with and learn from customers.
4. D) Collaborate with and learn from competitors.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
5) To successfully minimize product and service failures companies should:
, 1. A) Develop better project management systems.
2. B) Motivate employees to reduce high failure rates.
3. C) Focus on de5ning the best set of product dimensions to match core competencies.
4. D) Determine how to create, communicate, and deliver value by "hearing the voice" of the
consumer.
Answer: D
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Moderate
Classi5cation: Application
AACSB: Application of knowledge
6) The marketing concept is an important philosophy for marketing managers because:
1. A) It sets the amount of quarterly pro5ts a 5rm will earn.
2. B) It dictates the market share a 5rm will earn.
3. C) It guides day-to-day decisions managers will make.
4. D) It sets an adequate rate of internal ROI.
Answer: C
LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is
Diff: Easy
Classi5cation: Application
AACSB: Application of knowledge
7) For many years, the marketing concept has been recognized as the "right philosophy" because:
