Basic Marketing Research, 3e (Burns)
Chapter 1 An Introduction to Marketing Research
1) Which of the following is the best definition for marketing?
A) Marketing is an organizational function and a set of business activities designed to
make profits.
B) Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.
C) Marketing is a business function and a process for determining the value customers
desire in order to gain profit for business organizations and to seek societal benefits
through nonprofit marketing.
D) Marketing is finding a hole and filling it while earning profitable dollars.
E) Marketing is the result of the equilibrium of supply, demand, marginal cost, and
marginal revenue.
Answer: B
Diff: 1 Page Ref: 4
AACSB: Analytic Skills
Objective: LO 1
2) Which of the following is most accurate?
A) Marketing is an attempt to create an exchange.
B) Marketing is an attempt to create long-term customer relationships.
C) Marketing is an attempt to create long-term customer relationships which will then
likely satisfy the organization's objectives.
D) Marketing is an attempt to earn profitable dollars.
E) Marketing is an attempt to gain customers from competitors while at least breaking
even profitwise.
,Answer: C
Diff: 1 Page Ref: 4
AACSB: Reflective Thinking Skills
Objective: LO 1
3) According to the AMA definition of marketing, which of the following is true of
marketing?
A) "Making the sale" should be considered the end of marketing.
B) Marketing is carried out for the benefit of the customer.
C) Marketing is carried out for the benefit of the stakeholders.
D) Marketing should not be considered an organizational function.
E) all of the above
Answer: C
Diff: 2 Page Ref: 4
AACSB: Reflective Thinking Skills
Objective: LO 1
,4) What does the phrase "hearing the voice of the consumer" mean?
A) Companies have the information they need to effectively satisfy wants and needs in
the marketplace.
B) Companies specifically use telemarketing to hear their customers' opinions.
C) Marketing is carried out for the benefit of the customers.
D) Marketing managers should take the time to listen in on focus groups.
E) Market trials are necessary for certain products.
Answer: A
Diff: 2 Page Ref: 5
AACSB: Reflective Thinking Skills
Objective: LO 1
5) The key reason that the marketing concept has been recognized as the "right
philosophy" is that it:
A) is well established in the marketing literature
B) has been recommended by successful marketing executives
C) does not rely on high-pressure selling
D) stresses understanding the competition
E) always puts the customer first
Answer: E
Diff: 2 Page Ref: 7
AACSB: Reflective Thinking Skills
Objective: LO 1
6) What would a strategy "that allows a firm to truly meet the wants and needs of the
consumers within the market segment that is chosen" be called?
, A) the "niche" strategy
B) the "incentivized" strategy
C) the information strategy
D) the "right" strategy
E) the recommended strategy
Answer: D
Diff: 1 Page Ref: 7
AACSB: Analytic Skills
Objective: LO 1
Chapter 1 An Introduction to Marketing Research
1) Which of the following is the best definition for marketing?
A) Marketing is an organizational function and a set of business activities designed to
make profits.
B) Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.
C) Marketing is a business function and a process for determining the value customers
desire in order to gain profit for business organizations and to seek societal benefits
through nonprofit marketing.
D) Marketing is finding a hole and filling it while earning profitable dollars.
E) Marketing is the result of the equilibrium of supply, demand, marginal cost, and
marginal revenue.
Answer: B
Diff: 1 Page Ref: 4
AACSB: Analytic Skills
Objective: LO 1
2) Which of the following is most accurate?
A) Marketing is an attempt to create an exchange.
B) Marketing is an attempt to create long-term customer relationships.
C) Marketing is an attempt to create long-term customer relationships which will then
likely satisfy the organization's objectives.
D) Marketing is an attempt to earn profitable dollars.
E) Marketing is an attempt to gain customers from competitors while at least breaking
even profitwise.
,Answer: C
Diff: 1 Page Ref: 4
AACSB: Reflective Thinking Skills
Objective: LO 1
3) According to the AMA definition of marketing, which of the following is true of
marketing?
A) "Making the sale" should be considered the end of marketing.
B) Marketing is carried out for the benefit of the customer.
C) Marketing is carried out for the benefit of the stakeholders.
D) Marketing should not be considered an organizational function.
E) all of the above
Answer: C
Diff: 2 Page Ref: 4
AACSB: Reflective Thinking Skills
Objective: LO 1
,4) What does the phrase "hearing the voice of the consumer" mean?
A) Companies have the information they need to effectively satisfy wants and needs in
the marketplace.
B) Companies specifically use telemarketing to hear their customers' opinions.
C) Marketing is carried out for the benefit of the customers.
D) Marketing managers should take the time to listen in on focus groups.
E) Market trials are necessary for certain products.
Answer: A
Diff: 2 Page Ref: 5
AACSB: Reflective Thinking Skills
Objective: LO 1
5) The key reason that the marketing concept has been recognized as the "right
philosophy" is that it:
A) is well established in the marketing literature
B) has been recommended by successful marketing executives
C) does not rely on high-pressure selling
D) stresses understanding the competition
E) always puts the customer first
Answer: E
Diff: 2 Page Ref: 7
AACSB: Reflective Thinking Skills
Objective: LO 1
6) What would a strategy "that allows a firm to truly meet the wants and needs of the
consumers within the market segment that is chosen" be called?
, A) the "niche" strategy
B) the "incentivized" strategy
C) the information strategy
D) the "right" strategy
E) the recommended strategy
Answer: D
Diff: 1 Page Ref: 7
AACSB: Analytic Skills
Objective: LO 1
