Question_CHAP01_9Dec_2nd

Question # 00004957 Posted By: smartwriter Updated on: 12/08/2013 02:14 PM Due on: 12/31/2013
Subject Business Topic General Business Tutorials:
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31. Companies that rely on the marketing concept and that have implemented a market
orientation strategy recognize that:
a. price is the most important variable for customers
b. sales depend predominantly on an aggressive sales force
c. what the customer thinks he or she is buying is what is important
d. a company has to apply scientific management techniques to survive
e. selling and marketing are essentially the same thing
32. A company that has a market orientation and adheres to the marketing concept does NOT:
a. integrate all the activities of the firm to satisfy customer wants
b. focus on consumer needs and wants
c. differentiate the firm's products from its competitor's products
d. fuel sales growth through the application of aggressive sales techniques
e. concentrate on long-term goal achievement (such as profits and growth) for the firm
.
33. Minor League Baseball (MiLB) suffers from sluggish attendance. To attract more fans to MiLB games,
owners often resort to gimmicks--free hot dog nights, events designed to get into the Guinness Book of
Records, and celebrity visits. Since baseball fans are seldom asked what would make them want to attend
more games, this suggests most MiLB teams do not have a(n) _____ orientation.
a. sales
b. empowerment
c. community
d. societal
e. market
.
34. 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?
a. hire more salespeople
b. decrease its organizational overhead
c. increase its advertising to underserved markets
d. increase the number of outlets in which the product is sold
e. conduct research to determine if its customers' needs have changed
35. At the Lands End web site a customer can chat on-line with customer service representatives
while shopping. This live help allows customers to have questions answered before placing
an order. This fo-cus on meeting customer needs illustrate a(n) _____ orientation.
a. societal
b. market
c. sales
d. production
e. one-to-one
36. The marketing concept involves:
a. focusing on customers' wants and needs so that the organization can distinguish
its product (or products) from competitors' products
b. satisfying management's needs and wants with the idea of maximizing profits in
the short run
c. selling as much product as possible under the assumption people will buy more
goods and services if aggressive selling techniques are used
d. selling as much as possible under the assumption consumers will buy more at lower prices
e. focusing on production in order to increase product quality and lower prices
37. The marketing concept stresses that the social and economic justification for an
organization's exis-tence is the satisfaction of customer needs and wants while:
a. producing a good or service at the lowest possible cost
b. improving the general standard of living
c. constantly increasing sales volumes
d. applying scientific management techniques to improve efficiency
e. simultaneously meeting organization objectives
38. 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 to achieving this goal?
a. reorganize the company and make marketing its most important department
b. hire new salespeople to find new customers
c. expand the advertising budget to make potential customers more aware of its
product of-ferings
d. create cross-functional teams and instruct them to focus on creating greater customer value
e. hire a new product development manager
.
39. Jacques Torres Chocolate is a factory and retail store in Brooklyn. Its owner is willing to try to pro-duce 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 customers' wants, the chocolate company exhibits a(n)_____ orientation.
a. exchange
b. product
c. production
d. sales
e. market
40. 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:
a. the 80/20 rule
b. Maslow's hierarchy of needs
c. the marketing concept
d. the sales orientation philosophy
e. the societal concept
41. When a homeowner visited The Home Depot to buy what he thought he needed to fix a leaking toilet,
he gathered up materials totaling almost $70. One his way to checkout, an employee asked him what
was he trying to fix. After some discussion, the employee convinced the homeowner that a $5.99 re-placement part would fix the problem better than the materials he thought he needed and with less
trouble. This sort of discussion between employees and customers is commonplace at The Home
De-pot and indicates the retail store has a(n) _____ orientation.
a. sales
b. market
c. product
d. exchange
e. production
42. 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(n) _____ orientation.
a. sales
b. market
c. product
d. societal
e. production
43. A company that wants to implement a market orientation would need to:
a. do research on its customers, competitors, and markets
b. determine how to deliver superior customer value
c. establish and maintain mutually satisfying relationships with customers
d. implement actions that provide value to customers
e. do all of the activities listed
44. 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.
a. sales orientation
b. market orientation
c. ethical business mission
d. focused target market strategy
e. societal orientation
ANS: E
The societal marketing concept extends the marketing concept by acknowledging that some products that
customers want may not really be in their best interests or the best interests of society as a whole.
45. 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 what projects to improve the local environment will be implemented. This
annual community-wide meeting indicates Dofasco has a _____ orientation.
a. societal marketing
b. sales
c. reciprocal exchange
d. production
e. product
46. Life is good ® no longer encloses its apparel in individual poly-bags when shipping to customers be-cause the management feels it harms the environment. This is an example of a _____ orientation.
a. societal marketing
b. sales
c. reciprocal exchange
d. production
e. product
47. Procter & Gamble 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.
a. promotional
b. societal marketing
c. customer
d. marketing
e. product
48. Which of the following statements about the societal orientation is FALSE?
a. Companies that protect the environment by using all-natural materials in their
products are showing a societal marketing orientation.
b. Marketers cannot deliver all benefits sought by customers because these
benefits may not be in the long-term best interests of the customers.
c. The societal marketing concept is an important refinement of the market concept.
d. Organizations have both a social and economic justification for their existence.
e. The majority of consumers support environmentally-friendly companies and
willingly paying more for these products.
49. Life is good® developed the “Good Karma” line of environmentally friendly 100% organic cotton
ap-parel. The production of the Good Karma line is be consistent with a _____ orientation.
a. societal marketing
b. supplier
c. sales
d. production
e. philanthropic
.
50. Target shoppers can enroll in the Take Charge of Education® program so that Target will donate
one percent of purchases made with a consumer’s REDcard, a Target credit card. The more money
cus-tomers 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.
a. societal marketing
b. supplier
c. sales
d. production
e. philanthropic
.
51. 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?
a. production
b. sales
c. societal marketing
d. direct
e. omnipotent
52. Which marketing management philosophy focuses on the question, “What can we make or do best?”
a. production
b. marketing
c. sales
d. societal
e. internal
53. Which marketing management philosophy focuses on the question, “How can we sell
more aggres-sively?”
a. production
b. marketing
c. sales
d. external
e. internal
54. Which marketing management philosophy focuses on the question, “What do customers
want and need?”
a. sales
b. production
c. product
d. market
e. internal
55. Which marketing management philosophy focuses on the question, “What do customers
want and need, and how can we benefit society?”
a. internal
b. external
c. sales
d. societal marketing
e. production
The societal marketing concept extends the marketing concept by acknowledging that some products that
customers want may not really be in their best interests or the best interests of society as a whole.
56. The sales and market orientations differ on all of the following characteristics EXCEPT:
a. those to whom the product is directed
b. firm’s performance
c. firm’s business
d. firm’s primary goal
e. tools to achieve goals
57. Market-oriented firms primarily focus their efforts upon:
a. improving the technological skills and competitive advantages of the firm
b. satisfying the organization's needs for low overhead
c. achieving the company’s societal responsibilities inexpensively
d. distributing goods and services
e. satisfying the wants and needs of their customers
58. Which of the following statements about a typical sales-oriented business is true?
a. The company develops its products to meet the needs of specific groups of people.
b. The primary goal of the company is profit through customer satisfaction.
c. The company invests the majority of its resources in promoting its products and services.
d. The company is in business to satisfy customers' wants and needs and
deliver superior value.
e. All of these statements about a typical sales-oriented business are true.
59. _____ is defined as the relationship between benefits and the sacrifice necessary to obtain
those bene-fits.
a. Opportunity cost
b. Marketing utility
c. Market quality
d. Satisfaction percentage
e. Customer value
60. 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?
a. The USPS is perceived as offering greater customer value.
b. FedEx is perceived as offering greater customer value.
c. FedEx and the USPS offer the same customer value.
d. Customer value is not an issue in deciding which express-delivery service to use.
e. The USPS should lower its prices even further to increase market share.
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Tutorials for this Question
  1. Tutorial # 00004746 Posted By: smartwriter Posted on: 12/08/2013 02:15 PM
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