单选题 Managers cannot always wait for information to arrive in bits and pieces from the marketing intelligence system. They often require formal studies of specific situations. For example, Toshiba wants to know how many and what kinds of people or companies will buy its new superfast laptop computer. Or Burnt College in Lake Forest, Illinois, needs to know what percentage of its target market has heard of Burnt, how they heard, what they know, and how they feel about Barat. In such situations, the marketing intelligence system will not provide the detailed information needed. Managers will need marketing research.
We define marketing research as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing an organization. Every marketer needs research. Marketing researchers engage in a wide variety of activities, ranging from market potential and market share studies, to assessments of customer satisfaction and purchase behavior, to studies of pricing, distribution, and promotion activities:
A company can conduct marketing research in its own research department or have some or all of it done outside. Although most large companies have their own marketing research departments, they often use outside firms to do special research tasks or studies. A company with no research department has to buy the services of research firms.

单选题 According to the first paragraph, what managers want is ______.
A. pieces of information B. formal studies of certain cases
C. some special situations D. the marketing intelligence system
【正确答案】 B
【答案解析】该题见文章的第1段的前面两句。作者认为经理们需要对特别情况进行的正式研究。A项的意思是一条条的信息。这不是作者表达的含义。C项指的是特别的情况，表达片面，没有完全说明作者的含义。D项是营销智能体系，这是公司的机构，而非经理们需要的特别情况。 B项是正确答案，关键词是require“需要，要求”，意思与want“要”的意义相同。
单选题 The example of Toshiba shows that managers are concerned about ______.
A. the potential buyers of its products B. its new superfast laptop computers
C. what people want to buy D. their products
【正确答案】 A
【答案解析】该题见文章的第1段。作者用例子说明经理们关心产品的购买者有多少，是什么样的人。也就是关注他们潜在的客户。根据原文中的句子，可以看到Toshiba wants to know“日本东芝公司想知道”的是两个内容，即：how many和what kind，一为人数，一为种类，都说明了是可能的购买者。
单选题 Which of the following is NOT included in marketing researchers work?
A. Market potential and market share studies.
B. Assessments of customer satisfaction and purchase behavior.
C. Studies of pricing; distribution, and promotion activities.
D. A specific marketing situation.
【正确答案】 D
【答案解析】该题是寻找文章中的具体信息。A、B和C这三项都包括在第二段range from...to的结构中。可以判断，在这个范围内的内容包括在 A、B和C这三项中。而D项没有被包括在这些内容中。
单选题 Where does a company make their own marketing research?
A. In their research system. B. In their office.
C. In its own research department. D. In their daily work.
【正确答案】 C
【答案解析】该题是要寻找文章中的信息。做这一题时，应该仔细阅读相关的内容。文章第三段的第一句是对这个问题的直接陈诉。可以从其中找到正确的答案。
单选题 What can a company do, when it needs the result of the market research?
A.They use their research department.
B.They use outside firms.
C.They laptop computers.
D.Both A and B.
【正确答案】 D
【答案解析】在这个方面，公司有两种选择：一是用自己的研究部门，二是用外面的公司。这样，A和B两项都是正确的。在这种情况下，确定D为正确答案。