1. To fully appreciate the role of marketing research, it is helpful to understand its role in and relationship to marketing. Discuss the role of marketing research and its role in and relationship to marketing.

2. One of the most important philosophies managers have is that which determines how they view their company's role in terms of what it provides the market. The marketing concept is a much more effective philosophy than the sales orientation philosophy. Define the marketing concept and discuss its relationship to marketing research.