question

One facet of marketing is that it is:

answer

a philosophy that stress customer satisfaction

question

A business is concerned with many day-to-day activities. Some of the most important of these activities are the planning and development of a product, its ability to communicate value, its pricing policy, and the distribution strategy. These activities are all a part of:

answer

marketing

question

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction.

answer

marketing

question

The American Marketing Association's definition of marketing:

answer

includes creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

question

Which of the following would be considered a stakeholder of Southwest Airlines?

answer

SW employees, SW stockholders, SW suppliers, SW customers

question

Bob collects baseball cards and decides to sell a few of them on eBay. Some of the cards he wants to sell are rare and very valuable. What condition is necessary for an exchange to occur between Barry and a buyer?

answer

potential buyers must be able to see the card and understand its qualities

question

Which of the following occurs when people give up something in order to receive something they would rather have?

answer

exchange

question

All of the following are necessary for exchange to occur EXCEPT:

answer

each party sings a contract before exchange occurs

question

A problem facing the timber industry is the absence of any effective way to prove that rain forest timber has been legally harvested. In places like Indonesia, as much as 80 percent of timber available for sale is illegally cut. Companies like The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rain forests. Which of the following conditions required for an exchange to occur is missing when a company tries to sell illegally acquired logs to The Home Depot?

answer

each party believes it is appropriate to deal with the other party

question

Every cup of Dannon Yogurt contains a letter under the lid seal. Customers who collect lids and spell certain words win a prize if they send the letters and the official order form back to Dannon. Within 90 days, these customers will receive the prize of their choice. A(n) _____ will occur when a customer mails in his or her lid seals for a prize.

answer

exchange

question

For an exchange to take place:

answer

there must be at least two parties involved

question

The concept of exchange is important to marketing because:

answer

marketing activités help to create exchange

question

All of the following are marketing management philosophies EXCEPT:

answer

profitability orientation

question

Indonesian logging companies harvest the rain forests for timber and assume that a market exists for their products. The typical Indonesian logging company has a(n) _____ orientation.

answer

production

question

Firms with a _____ orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.

answer

production

question

A company that sets its goals and strategies based on what its current equipment can produce, what products engineering can design, and what the company itself can do best, has a(n) _____ orientation.

answer

production

question

Researchers at PPG Industries spent considerable time, effort, and money developing a bluish windshield that would let in filtered sunlight but block out the heat. Little market research was done, but the scientists were convinced this new product would be significantly better than existing windshields even though it was more expensive and of a different color than the current models on the market. This scenario suggests PPG most likely has a(n) _____ orientation.

answer

production

question

A newspaper ad for a hospital that states, "We have the most modern delivery rooms and state-of-the art medical equipment," is an indication of which marketing management philosophy?

answer

production

question

A firm with a production orientation is most likely to survive if:

answer

demand for the product it produces exceeds supply

question

A firm that adopts a(n) _____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

answer

production

question

Toyota found that consumers wanted cars to last longer and be more environmentally friendly. GM, however, enjoyed being the top U.S. car producer and focused more on how many cars and trucks it could manufacture, not on what customers wanted from a vehicle. GM had more of a _____ orientation.

answer

production

question

Which marketing management philosophy focuses on the question, "What can we make or do best?"

answer

production

question

The _____ orientation assumes people will buy more if aggressive selling techniques are used.

answer

sales

question

Which marketing management philosophy is often adopted by organizations that sell unsought products such as life insurance, retirement plans, and preplanned funeral services?

answer

sales orientation

question

Which marketing orientation assumes people will buy more goods and services if aggressive marketing techniques are used?

answer

Sales

question

StoryBlox creates and markets handmade wooden toys, which it sells to retailers in the Midwest. The company's management believes its retail customers will stock more toys if its salespeople use aggressive marketing techniques, so the company provides strong incentives for salespeople and promotional allowances to resellers to get distribution for its toys. In other words, the company has a _____ orientation.

answer

sales

question

If a company uses a sales orientation, consumer complaints would most likely result in:

answer

a modification of the sales presentation

question

Fujifilm Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. For the new fiscal year, the company projects a production increase of 25 percent. It has instructed its sales force to aggressively distribute and promote its printers. The CEO is sure the market will absorb more product if the sales force is determined and assertive. Fujifilm appears to have a _____ orientation.

answer

sales

question

Which marketing management philosophy focuses on the question, "How can we sell more aggressively?"

answer

sales

question

Western Union failed to define its competitive arena as telecommunications, concentrating instead on telegraph services, and was eventually outflanked by fax technology. Had Western Union been a _____-oriented company, its management might have better understood the changes taking place and developed strategies to counter the threat.

answer

market

question

A homeowner called Handyman Direct to replace a noisy bathroom exhaust fan. When the repairman arrived at the home and examined the fan, he convinced the homeowner that the fan simply needed to be cleaned and oiled rather than replaced. This would fix the problem better than replacing the fan—with less trouble and less expense. This sort of discussion between employees and customers is commonplace at Handyman Direct and indicates the business has a(n) _____ orientation.

answer

market

question

Which marketing management philosophy focuses on the question, "What do customers want and need?

answer

market

question

Which marketing management philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product?

answer

Market

question

Companies that rely on the marketing concept and that have implemented a market orientation strategy recognize that:

answer

what the customer thinks he or she is buying is what is important

question

A company that has a market orientation and adheres to the marketing concept does NOT:

answer

fuel sales growth through the application of aggressive sales techniques

question

A company adhering to the marketing concept will likely take which of the following steps if it learned that its customers were dissatisfied with its product?

answer

conduct research to determine if its customers' needs have changed

question

At the Sears web site, customers can chat on-line with customer service representatives while shopping. This live help allows customers to have questions answered before placing an order. This focus on meeting customer needs illustrates that Sears has a(n) _____ orientation.

answer

market

question

The marketing concept involves:

answer

focusing on customers' wants and needs so that the organization can distinguish its product

question

The marketing concept stresses that the social and economic justification for an organization's existence is the satisfaction of customer needs and wants while:

answer

simultaneously meeting organization objectives

question

SAP, the world's largest business software company, has pledged to put the "customer at the center" of their universe. SAP has captured the idea of:

answer

the marketing concept

question

At The Container Store, every employee is trained to serve customers. Full-time salespeople receive 240 hours of training. The Container Store works to hire people who are self-motivated and have a passion for customer service. The Container Store has a _____ orientation.

answer

market

question

A company that wants to implement a market orientation would need to:

answer

do research on customers/competitors/markets, determine how to deliver superior value, establish mutually satisfying relationships, implant value adding actions

question

Mimi Couturier is a design company that specializes in formalwear for women. The company is known for challenging fashion mores. The company's fashion designers use computer-assisted design software to create what it thinks women should wear. The company regularly hires industry experts to examine its factories to find waste and inefficiencies that can be eliminated. The company has expanded the number of products it offers for sale many times. However, for the last two years Mimi Couturier has lost money, and it has had to lay off some of its workforce. To avoid this occurrence in the future, Mimi Couturier should:

answer

have someone study the target market to see what needs and wants should be met

question

Best Buy has become the nation's largest specialty retailer by focusing on the customer's needs and wants. This philosophy is at the heart of a(n) _____ orientation.

answer

market

question

At www.mystarbucksidea.com, customers are encouraged to share their ideas and thoughts about how Starbucks can better serve its customers. Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee. So Starbucks instituted the My Starbucks Reward program with money-saving benefits to their Starbuck cardholders. Starbucks is an example of a company with a _____-oriented philosophy.

answer

market

question

At the Lands' End Web site, a customer can chat online with customer service representatives while shopping. This live help allows the customer to have questions answered before placing an order. This focus on meeting customer needs illustrates a(n) _____ orientation.

answer

market

question

After hearing his company criticized for its failure to respond to consumer needs, the CEO of a bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy. Which of the following actions would be the best approach in achieving this goal?

answer

creating cross-functional teams and instructing them to focus on creating greater customer value

question

Jacques Torres Chocolate is a factory and retail store in Brooklyn. Its owner is willing to try to produce new products when his customers suggest them--such as chili-pepper-laced chocolate candy. His only condition is that when he adds new products, his customers have the final say on whether the product is of any value. According to Torres, "If something doesn't move, that's the last time you see it." By focusing on customer' wants, the chocolate company exhibits a(n)_____ orientation.

answer

market

question

An organization with a(n) _____ believes that it exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

answer

societal marketing orientation

question

Most companies become sensitized to community issues after they've done enough damage to draw the locals' anger. Dofasco, Inc., a highly successful steel company in Ontario, tries to get ahead of business and community issues by annually bringing together representatives from the local area and deciding which projects to improve the local environment will be implemented. This annual community-wide meeting indicates Dofasco has a _____ orientation.

answer

societal marketing

question

Procter & Gamble (P&G) decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening. So P&G brought screening to the supermarket, parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays. Tie-ins with local hospitals assured that women with suspicious films got follow-up care. P&G adopted a _____ orientation to achieve this goal.

answer

societal marketing

question

Life is good® developed the "Good Karma" line of environmentally friendly 100% organic cotton apparel. The production of the Good Karma line is consistent with a _____ orientation.

answer

societal marketing

question

Target shoppers can enroll in the Take Charge of Education® program so that Target will donate 1 percent of purchases made with a consumer's REDcard, a Target credit card. The more money customers spend, the larger the donation to the consumer's school of choice. By instituting the Take Charge of Education® program to help local schools, Target has shown a _____ orientation.

answer

societal marketing

question

Which of the following statements about the societal orientation is FALSE?

answer

majority of customers support environmentally friendly companies and willingly pay more for these products

question

Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome, which is 100 percent recyclable. This is an example of a _____ orientation.

answer

societal marketing

question

Jewelry stores want to provide their customers with the highest quality of diamonds available at the lowest possible prices. Unfortunately, the lowest priced diamonds these days are sold by African rebels who use the profits to engage in genocide. Human rights organization have asked jewelers to buy diamonds that are "conflict free"--that is, from South Africa, Australia, or Canada. LeeBrant is one retail jewelry store that sells only diamonds that are certified to be from these countries. LeeBrant is exhibiting which marketing management orientation?

answer

societal marketing

question

Which marketing management philosophy focuses on the question, "What do customers want and need, and how can we benefit society?"

answer

societal marketing

question

The sales and market orientations differ on all of the following characteristics EXCEPT:

answer

the firm's performance

question

Market-oriented firms primarily focus their efforts upon:

answer

satisfying the wants and needs of their customers

question

Which of the following statements about a typical sales-oriented business is TRUE?

answer

the company invests the majority of its resources in promoting its products and services

question

_____ is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits.

answer

customer value

question

The U.S. Postal Service (USPS) argues that its express service is comparable to what is offered by FedEx and that its prices are much lower. Yet, FedEx dominates with more than a 45 percent share of the express-delivery market. Which of the following statements describes this situation?

answer

FedEx is perceived as offering greater customer value

question

Marketers interested in offering customer value can:

answer

offer products that perform, give consumer facts, offer organization-wide commitment to service, avoid unrealistic pricing

question

Because Charlene works the late shift, she really loves TiVo because it allows her to watch her favorite TV shows on her own schedule. TiVo provides what element of value to Charlene?

answer

co-creation

question

Which of the following is the customers' evaluation of a good or service in terms of whether that good or service has met their needs and expectations?

answer

satisfaction

question

When customer expectations regarding product quality, service quality, and value-based price are met or exceeded, _____ is created.

answer

customer satisfaction

question

Ninety-six percent of USAA home insurance policy holders report that USAA representatives meet their commitment in calling back customers quickly about claims. The most likely result of USAA's efforts is:

answer

customer satisfaction

question

Nordstrom department store emphasizes _____ by accepting returns on items not purchased there.

answer

customer satisfaction

question

_____ is a strategy that focuses on keeping and improving relationships with current customers.

answer

relationship marketing

question

Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars. The device beams signals to dealers who can remotely diagnose or spot trouble, allowing car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car. With the device, dealers can better engage in:

answer

relationship marketing

question

Kellogg's gives consumers the chance to receive a free DVD. Consumers who buy five boxes of specially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD. Kellogg's is engaging in:

answer

relationship marketing

question

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage. After flying a certain number of miles or flying a specified number of times, the frequent-flyer program participant earns a free flight or some other award such as free lodging. Airlines that use frequent-flyer programs are practicing:

answer

relationship marketing

question

Greenberg Smoked Turkey, Inc. is a nationwide mail-order business that operates without any advertising. It does not accept credit cards, has no toll-free number for customers to call, and does not have a Web site. This hopelessly old-fashioned company is also very profitable with thousands of devoutly loyal customers--some of whom have ordered Greenberg smoked turkeys every year for the last 50 years. Greenberg more than likely uses _____ to maintain these long-term ties to its customers.

answer

relationship marketing

question

Most successful relationship marketing strategies depend on:

answer

customer-oreinted personnel, effective training, employees with authority to make problem solving decisions, teamwork

question

The Geek Squad is a tech support station located inside every Best Buy electronics retail store. Best Buy gives intensive training to the Geeks. The purpose of this training is to:

answer

improve customer service

question

Some market-oriented firms give employees expanded authority to solve customer problems on the spot. This is known as:

answer

empowerment

question

_____ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management.

answer

empowerment

question

The Ritz-Carlton has Service Values that guide employees in providing its Gold Standard service. One of the service values states, "I own and immediately resolve guest problems." The Ritz-Carlton management uses _____ to provide customer service.

answer

empowerment

question

As part of instituting an empowerment program, a marketing director should:

answer

allow non-management employees to resolve problems on their own without approval

question

_____ is the collaborative efforts of people to achieve common objectives.

answer

teamwork

question

TUFF SHED, Inc. is one of the leading suppliers of installed storage buildings and garages in the United States. TUFF SHED mandates that sales, management, and construction teams work together to anticipate and eliminate potential problems. They make sure customers get the right buildings for their needs, and they all are built well and in a timely manner. By using teamwork, TUFF SHED:

answer

provides its customer with a high level of satisfaction

question

A sales-oriented firm defines its business (or mission) in terms of:

answer

goods and services

question

A market-oriented firm defines its business in terms of:

answer

benefits of the customers it seeks

question

Redefining the business mission of a mattress manufacturer as "a good night's sleep" rather than stating the mission as "the manufacture of high-quality mattresses" will:

answer

help ensure the firm retains its focus on consumers

question

One of the reasons given for the decline of Britannica is that the firm defined its business as publishing books instead of providing information. Britannica failed to:

answer

define its mission in terms of the benefits its customer seeks

question

A market-oriented organization targets its products at:

answer

specific group of people

question

Walker Farms heard from many of its customers that they would like organic produce. As a result, Walker Farms became a certified organic farm. Walker realized that while not all consumers were willing to pay the higher prices for organic produce, his customers wanted the organic produce. Walker realized:

answer

different customer group have different needs and wants

question

One way to identify the orientation of a firm is to examine its primary goal. If a firm seeks to achieve profitability through sales volume, it would probably be:

answer

sales-oriented

question

All of the following are basic marketing mix decisions EXCEPT:

answer

sales

question

A manufacturer of bowls, spoons, and cutting boards knows marketing can make his company a success. He wants to rely solely on promotion as the technique for attracting customers. He advertises extensively in cooking magazines and provides retailers who carry his product with attractive displays. From this information, you know that the manufacturer has a _____ orientation.

answer

sales

question

Fujifilm Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. For the new fiscal year, the company projects a production increase of 25 percent and has instructed its sales force to aggressively distribute and promote the product. The CEO is sure the market will absorb more product if the sales force is determined and assertive. Apparently Fujifilm:

answer

weeks its goals primarily through the use of intensive promotion

question

A sales-oriented organization seeks to achieve profitability through:

answer

sales volume

question

What is the fundamental objective of most businesses?

answer

survival, profits, and growth

question

All of the following are good reasons to study marketing EXCEPT:

answer

marketing creates consumer needs

question

What percentage of the civilian workforce in the United States performs marketing activities?

answer

between 25 and 33%

question

Martina spent $30 at the grocery store this afternoon. About how much of that sum paid for marketing costs?

answer

$15.00

question

Refer to Harley-Davidson. Harley-Davidson's customer-driven approach embodies an organization-wide commitment to service and support so that customers attain benefits relative to the price they pay for the product. Which element of an organization's focus is this commitment satisfying?

answer

customer value

question

Refer to Harley-Davidson. A Harley-Davidson rider attending a bike rally in Sturgis, South Dakota approached an H-D employee with a complaint about a defective engine part. The H-D employee immediately made arrangements for the part to be shipped to the rally at no charge to the customer. The fact that H-D employees have the authority to solve customers' problems quickly illustrates that these employees are given:

answer

empowerment

question

Refer to Harley-Davidson. Customer-oriented personnel who ride the products they make and sell, sponsorship of motorcycle clubs and parties, and employee attendance at bike rallies all work together at Harley-Davidson to implement which type of strategy?

answer

relationship marketing

question

Refer to Harley-Davidson. Based on the description of the company, Harley-Davidson most likely does all of the following EXCEPT:

answer

seek to achieve profitability through sales volume

question

Refer to Circuses. Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction. They have adopted a _____ orientation.

answer

market

question

Refer to Circuses. To exhibit a societal marketing orientation, circuses could:

answer

donate a percentage of their profits to local education

question

Refer to Circuses. One of the tent venues is called Barnum's Kaleidoscope, and it is in a permanent location with the hopes that people who see the show will want to return and see it again as well as bring their friends and relatives to the production. Which of the following techniques would most likely advance this strategy of referrals and repeat business?

answer

relationship marketing

question

Refer to Circuses. The aggressive promotions used by advance men indicate that decades ago the circuses probably had a _____ orientation.

answer

sales

question

Refer to Circuses. The circus's goal of redesigning the circus experience is being completed through the coordination of many marketing activities, such as value pricing, a product that includes exciting performances, tent venue locations, and promotion. These activities make up the _____ for the circuses.

answer

marketing mix

question

Refer to Starbucks. Which of the four conditions did NOT exist in the minds of the Starbucks consumer, resulting in declining sales?

answer

each party having something of value to give to the other party

question

Refer to Starbucks. For more than 30 years, Starbucks held the orientation of "If we build it, they will come." This philosophy is most in line with a _____ orientation.

answer

production

question

Refer to Starbucks. Starbucks customers wanted more value from their coffee. Starbucks management responded to customers through the Starbucks card rewards program. Which element of value was Starbucks management working to increase?

answer

earning trust

question

Refer to Starbucks. The creation of a consumer response blog is an example of _____.

answer

relationship marketing

question

Refer to Starbucks. The fact that management realized that coffee drinkers had different needs, whether it be using coupons, wanting a milder brew of coffee, or watching free Wi-Fi, shows that Starbucks is now using a _____-oriented approach.

answer

market

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