Exam 1: The Role of Marketing Research

When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture,we say that this fact ____________________ the hypothesis that the two cultures are similar to one another.

According to the marketing concept,the ____________________ is the central focus of the activities of the organization.

Which of the following are the two types of marketing research based on the specificity of its purpose?

Marketing research is restricted to for-profit organizations and should not be used by non-profit organizations.

Which of the following is the first step in developing a marketing strategy?

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization.

The way researchers go about using knowledge and evidence to reach objective conclusions about the real world is known as the ____________________.

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n):

Explain why marketing research,like all business activity,continues to change.

Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.

Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?

The two types of marketing research based on the specificity of its purpose are called ____________________ and ____________________.

The most common forms of performance-monitoring research are sales performance and profit analyses.

Developing and implementing a marketing strategy involves six stages.

All of the following are important aspects of the marketing research process EXCEPT:

When AT&T discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services,this was an example of which type of research?

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed,this is an example of which aspect in the determination of the need for marketing research?

When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features,this company is said to be ____________________- oriented.

_____ is the communication function of the firm responsible for informing and persuading buyers.

Explain the differences among a product-oriented firm,a production-oriented firm,and a marketing-oriented firm and the role marketing research plays in each.