Marketing Research, 8th Edition Alvin C. Burns, Quiz Answers, Chapter 1

Marketing Research, 8th
Edition Alvin C. Burns, Quiz
Answers, Chapter 1

,Marketing Research, 8e (Burns/Bush)

Chapter 1 Introduction to Marketing Research



1) Which of the following is a short definition of marketing?

, 1. A) Meeting needs profitably
2. B) Meeting wants profitably
3. C) Meeting consumer demands profitably
4. D) Meeting business-to-business wants profitably

Answer: A

LO: 1:1: What the relationship of marketing research to marketing, the marketing concept, and
marketing strategy is

Diff: Easy

Classification: 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

Classification: 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 profitability, 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

Classification: Application

AACSB: Application of knowledge



4) Modern marketing thought holds that firms 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

Classification: Application

AACSB: Application of knowledge



5) To successfully minimize product and service failures companies should: