Review Questions

1. What is marketing? What is the relationship of marketing research to marketing?

2. Why is it important for decision makers to have philosophies? What is the marketing concept
and what is its relationship to marketing research?

3. What is a marketing strategy, and why is marketing research important to strategy makers?

4. Define marketing research. What is the difference between marketing research and market
research?

5. What is the function of marketing research?

6. What are the steps in the marketing research process?

7. Are all 11 steps in the marketing research process used at all times? Why or why not?

8. Explain why firms may not have a need for marketing research.

9. Why is defining the problem the most important step in the marketing research process?

10. Discuss why defining the problem is really stating the decision alternatives.