CHA Review Questions/Applications 1-1. What is marketing? What is the relationship of mar- keting research to marketing? 1-2. Why is it important for decision makers to have phi- losophies? What is the marketing concept and what is its relationship to marketing research? 1-3. What factors go into developing the "right" marketing strategy? How might the "right" marketing strategy change over time? 1-4. Define marketing research. What is the difference between marketing research and market research? 1-5. What is the difference between consumers and cus- tomers? Why might the link to consumers be more important today?