Basic Marketing Research 8th Edition by Tom – Test Bank

ISBN: 9781133188544 ISBN-10: 1133188540

1. One of the most important roles for the marketing function within any organization is:
a. Streamline manufacturing efficiency.
b. Develop new products.
c. Recruit new employees.
d. Understand customers and their needs.
e. Manage customer satisfaction.
ANSWER: d
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States – BUSPROG: Analytic

2. All businesses or organizations share a common problem:
a. They need information to develop and deliver products or services that satisfy customer needs.
b. They need a capable and creative marketing staff.
c. They need to invest sufficiently in marketing and marketing research.
d. All of the above.
e. None of the above.
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States – BUSPROG: Analytic

3. The basic function of marketing research is:
a. To conduct surveys and analyze results.
b. To gather information needed to help managers make better decisions.
c. To monitor market trends and developments.
d. To gather intelligence on competitors.
e. All of the above are basic marketing research functions.
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States – BUSPROG: Analytic

4. Marketing managers have an urgent need for information – the function traditionally responsible for providing it is:
a. Marketing communications.
b. Accounting.
c. Marketing research.
d. Manufacturing and development.
e. The federal government.
ANSWER: c
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States – BUSPROG: Analytic

5. Marketing research is the process of gathering and interpreting data for use in:
a. Increasing sales volumes.
b. Improving corporate profitability.
c. Decreasing manufacturing defects.
d. Developing more competitive products and services.
e. Developing, implementing and monitoring the firm’s marketing plans.
ANSWER: e
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States – BUSPROG: Analytic