Marketing Management 11th Edition Peter Test Bank
Marketing Management 11th Edition Peter Test Bank
Marketing Management 11th Edition Peter Test Bank
Chapter 02
Marketing Research: Process and Systems for Decision Making
1. The process by which information about the environment is generated, analyzed and
interpreted for use in marketing decision making is defined as _____.
a. marketing orientation
b. marketing research
c. test marketing
d. market capitalization
Answer: b
Topic: The Role of Marketing Research
Blooms: Remember
AACSB: Analytic
Level of Difficulty: Easy
Explanation: Marketing research is the process by which information about the environment
is generated, analyzed and interpreted for use in marketing decision making. Marketing
research does not make decisions, but it can substantially increase the chances that good
decisions are made.
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© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 02 - Marketing Research: Process And Systems For Decision Making
6. As a marketing manager, which of the following points about marketing research should
you keep in mind?
a. To make decisions in light of your own knowledge and experience
b. To consider marketing research to be inclusive of all factors that could influence the
success of a strategy
c. To consider research to be the endpoint of strategic-decision making
d. To use marketing research as a substitute for decision-making
Answer: a
Topic: The Role of Marketing Research
Blooms: Understand
AACSB: Analytic
Level of Difficulty: Medium
Explanation: Marketing managers should recognize that they should make decisions in light
of their own knowledge and experience, since no marketing research study includes all of the
factors that could influence the success of a strategy.
8. Although marketing research does not make decisions, an organization should conduct
marketing research to:
a. make marketing strategies error-free.
b. forecast with certainty what will happen in the future.
c. reduce the risks associated with managing marketing strategies.
d. directly translate into solutions for potential marketing problems.
Answer: c
Topic: The Role of Marketing Research
Blooms: Understand
AACSB: Analytic
Level of Difficulty: Medium
Explanation: Although marketing research does not make decisions, it can reduce the risks
associated with managing marketing strategies.
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© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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