图书封面

习题答案

ANSWERS TO END-OF-CHAPTER QUESTIONS

1.    What is marketing? Explain the role of marketing research in the process of marketingmanagement.

Reviewquestion.  This question requiresstudents to review the definition and role of marketing research.

The American MarketingAssociation has defined marketing as the activity, set of institutions, and processes forcreating, communicating, delivering, and exchanging offerings that have valuefor customers, clients, partners, and society at large.

Themain role of marketing research is to provide the necessary information thatenables managers to market ideas, goods, and services <ITAL>properly</ITAL>.

2.    Give examples of products that have failed.

Reviewquestion.  Students must find the namesof these products identified in the chapter.

Twoproducts described are: General Motors, Soft Batch Cookies.

3.    Why are philosophies important to decision makers?  What is the marketing concept?

Review question. Students mustrelate the concept of a philosophy and the marketing concept.

      A philosophy may be thought of as a system of values, orprinciples, by which you live.  Thereare many different philosophies that managers may use to guide them in theirdaily decision making.

      The marketingconcept is a business philosophy thatholds that the key to achiev-ing organizational goals consists of the companybeing more effective than com-petitors in creating, delivering, andcommunicating customer value to its chosen target markets.

4.    What is strategy and why is marketing research important tostrategy makers?

      Review question:Students must relate what is strategy and why marketing research is importantto strategy makers.   

      A marketingstrategyconsists of selecting asegment of the market as the company's target market and designing the proper"mix" of product/service, price, promotion, and distribution systemto meet the wants and needs of the consumers within the target market.

      Marketingresearch is a process that results inreporting information and that information can be used to solve a marketingprob-lem such as determining price, deciding how to advertise, and so on.  That is, marketing research is the basis of marketingstrategy.

5.    Define marketing research.

      

      Review question.Students should repeat the two definitions provided in the chapter.     

      The textbookdefinition: Marketing research is the process of designing, gathering,analyzing, and reporting information that may be used to solve a specificmarketing problem.

      The AMAdefinition: Marketing research is the function that links the consumer,customer, and public to the marketer through information-information used toidentify and define marketing opportunities and problems; generate, refine, andevaluate marketing actions; monitor marketing performance; and improve theunderstanding of marketing as a process.

Market researchrefers to applying marketing research to a specific market area.  One definition of market research is: Thesystematic gathering, recording, and analyzing of data with respect to a particularmarket, where market refers to a specific customer group in a specificgeographic area.