Marketing Research Essentials 8th Edition by Carl McDaniel Jr - Test Bank

,Chapter 1: The Role of Marketing Research in Management
Decision Making

Multiple Choice

1) Which of the following is not part of the definition of marketing?
a. Planning and execution regarding the marketing mix
b. Creating exchange
c. Gauging production efficiency
d. Satisfying consumer needs as well as organizational objectives
e. All of the above are part of the definition of marketing.

Ans: C
Difficulty: Easy
Response: See page 2
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.


2) The fact that cell phones now come in a vast array of designs and colors relates to
which specific component of the marketing concept?
a. Production orientation
b. Systems orientation
c. Goal orientation
d. Consumer orientation
e. None of the above

Ans: D
Difficulty: Easy
Response: See page 2
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.

3) Who uses marketing research?

a. Developers
b. Managers
c. Boards of Directors
d. None of the Above
e. All of the Above

Ans: E
Difficulty: Easy
Response: See page 2
Ref: Nature of Marketing


1

,Learning Objective 1.1: To review the marketing concept and the marketing mix.


4) Target marketing most closely identifies with which of the following orientations?
a. Production orientation
b. Systems orientation
c. Goal orientation
d. Consumer orientation
e. All are part of the requirements for adopting the marketing concept.

Ans: D
Difficulty: Medium
Response: See page 2
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.

5) Which activity is included in marketing research?

a. Surveys
b. Market Saturation Point
c. Retail Demographics
d. Price Setting
e. None of the above

Ans: A
Difficulty: Easy
Response: See page 2
Ref: The Opportunistic Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.

6) Achieving a 15% rate of return on investment would identify with which of the
following orientations?
a. Production orientation
b. Systems orientation
c. Goal orientation
d. Consumer orientation
e. All are part of the requirements for adopting the marketing concept.

Ans: C
Difficulty: Medium
Response: See page 2
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.


7) Which of the following is under control of the marketer?



2

, a. The external environment
b. The marketing mix
c. Economic conditions
d. Political stability
e. None of the above is under marketers’ control.

Ans: B
Difficulty: Easy
Response: See page 3
Ref: Nature of Marketing
Learning Objective 1.2: To comprehend the marketing environment within which
managers must make decisions.


8) Which of the following is not done by marketing research?
a. Specifying information to address a marketing issue
b. Managing the data collection process
c. Analyzing data from the collection process
d. Based on the information deciding to terminate a product or service that is
not meeting organizational goals
e. All of the above are done by marketing research.

Ans: D
Difficulty: Medium
Response: See page 4
Ref: Marketing Research and Decision Making
Learning Objective 1.3: To define marketing research.


9) What information would a weight loss program need to sample to create an
effective marketing mix?
a. Value of taste
b. Value of cost
c. Customer goals
d. Brand trust
e. All of the above

Ans: E
Difficulty: Medium
Response: See page 4
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.


10) What is a wrong reason for doing marketing research?



3