________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to
the elements of the marketing mix.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
Question 2____ needs are defined as those that reflect self-enhancement, role position, group membership, or ego identification.
a. Social
b. Functional
c. Nonsocial
d. Symbolic
e. Hedonic
Question 3Marketing research used for _______ deals largely with determining which marketing opportunities are worthwhile
and which are not promising for the firm.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
Question 4Helma needed to find a lawn mower to cut her grass, which was growing rapidly after recent rains. Her need is best classified as a(n) ____ need.
a. self-actualization
b. social
c. hedonic
d. functional
e. egoistic
Question 5Marketing research is involved with which of these phases of the information management process?
a. The specification of what information is needed.
b. The collection and analysis of the information.
c. The interpretation of that information with respect to the objectives that motivated the study in the first place.
d. All of the above.
e. Only A and B.
Question 6Needs for sleep, novelty, control, uniqueness, and understanding are all examples of ____ needs.
a. safety
b. social
c. nonsocial
d. functional
e. egoistic
Question 7Marketing 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.
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