Marketing Research, 9e (Burns/Veeck) Chapter 1 Introduction to Marketing Research 1) ________ 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 Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 2) Which of the following statements best illustrates the view of marketing as service-centered? A) The service-centered view identifies companies' core competencies. B) The service-centered view means that marketers must know how to precisely measure service satisfaction. C) The service-centered view sees internal service levels as more important than external service levels. D) The service-centered view stresses that service delivery and product quality are now two different concepts. Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) What does the phrase "service-centered view of marketing" imply? A) Firms must be more than customer oriented (making and selling what firms think customers want and need). 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 decisionmaking. Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge
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