Question_Chap1_15Dec_5th

161. Because of increased competition during the ___________ era, firms put new effort into winning customers.

A) simple trade

B) sales

C) production

D) marketing company

E) marketing department

162. During the ______________ era, concern about increased competition lead firms to focus on selling to attract customers.

A) sales

B) simple trade

C) marketing department

D) production

E) marketing company

163. The president of a company that produces cardboard boxes is concerned about the large number of competitors with extra capacity. As he put it, "our best shot is in the hands of our sales manager--she makes all of our marketing decisions and is creative enough to figure out how to sell more boxes." It seems that this company is run as if it were in the:

A) production era.

B) marketing company era.

C) simple trade era.

D) sales era.

E) marketing department era.

164. The owner of a company that produces electronic circuit boards sees many competitors with extra capacity and says the "only hope is that our sales manager, who makes all of our marketing decisions, will find a way to sell more boards." It seems that this company is run as if it were in the:

A) production era.

B) sales era.

C) excess capacity era.

D) marketing company era.

E) marketing department era.

165. Which of the following statements regarding the "sales era" is true?

A) The emphasis was on selling.

B) A business problem was to beat the competition.

C) More production capability was available than ever before.

D) All of the above.

E) None of the above.

166. Asa Meyer was just named FireFly Products sales manager, with responsibilities for all marketing planning. FireFly's president told him that his job is to "outsell the competition." Apparently, FireFly is operating in the ______________ era.

A) market-oriented

B) production

C) sales

D) marketing company

E) marketing department

167. The ______________ era is a time when all marketing activities are brought under the control of one department to improve short-run planning.

A) production

B) marketing department

C) sales

D) simple trade

E) marketing company

168. As a firm moves from the sales era to the marketing department era it is likely to:

A) have marketing people who develop long range plans--sometimes 5 or more years ahead.

B) begin to integrate all the firm's marketing activities.

C) place less emphasis on earning a profit and more emphasis on what customers will buy.

D) adopt a more narrow view of marketing.

E) be more concerned with its ability to produce enough to meet demand.

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169. Myra Martinez was just named Treasure Island, Inc.'s "marketing manager"--with responsibilities for short-run policy planning of the firm's advertising, sales, marketing research, purchasing, and distribution efforts. Apparently, Treasure Island is operating in the ______________ era.

A) market-oriented

B) production

C) marketing department

D) marketing company

E) sales

170. The main difference between the "marketing department era" and the "marketing company era" is:

A) more emphasis on selling and advertising in the marketing department era.

B) whether the president of the firm has a background in marketing.

C) more emphasis on short-run planning in the marketing company era.

D) whether the whole company is customer-oriented.

E) There is no difference.

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171. When marketing people do long-range planning and the whole company is guided by the "marketing concept," the company has entered the ______________ era.

A) production

B) customer satisfaction

C) marketing company

D) consumerism

E) marketing department

172. A company where the marketing people do both short-run and long-range planning is operating in the

A) marketing company era.

B) sales era.

C) simple trade era.

D) marketing department era.

E) production era.

173. The president of a financial services company says that her new marketing manager has changed things a lot--making long-range plans about where the firm should focus its effort, and coordinating the decisions about what services to offer and how they should be promoted and priced. It seems that this company is just moving into the:

A) marketing company era.

B) sales era.

C) production era.

D) marketing department era.

E) simple trade era.

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174. Which of the following would be relevant in the marketing company era?

A) Concentrating on satisfying customers.

B) Planning for five or more years ahead.

C) Involving the whole company in the marketing effort.

D) Making a profit.

E) All of the above.

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175. SouthFace Corporation just named Chloe Perry to a marketing management position. One of the reasons she accepted a position with this company was its reputation for market-oriented long-range planning. SouthFace Corp. is probably operating in the ______________ era.

A) planning.

B) marketing company.

C) marketing research.

D) marketing department.

E) none of the above.

176. Based on the following company statements, which company is most likely to be in the marketing company era?

A) "Our sales force was able to sell middlemen more of our new product than they can resell in all of this year."

B) "Our marketing manager is coordinating pricing, product decisions, promotion and distribution to help us show a profit at the end of this year."

C) "The whole company is in good shape--demand exceeds what we can produce."

D) "Our long range plan--developed by our marketing manager--is to expand so that we can profitably meet the long-term needs of our customers."

E) "Our new President previously led our marketing effort as Vice President of Sales."

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177. A "production-oriented" firm typically:

A) views customer credit as a customer service.

B) sets inventory requirements with customer needs in mind.

C) tries to sell the products it can make easily.

D) focuses advertising on need-satisfying product benefits.

E) operates as an integrated unit.

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178. A manager with a "production orientation" is likely to think that:

A) customers exist to buy the firm's output.

B) customers' needs should guide decisions about what the firm produces.

C) the company should find out what product customers want to buy, and then produce that product.

D) production managers should handle all marketing activities.

E) people in the production department should work closely with people from all the firm's other departments.

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179. Which of the following is MOST LIKELY to be found in a production-oriented firm?

A) agreements among departments about how to improve customer satisfaction.

B) making products that are easy to produce.

C) producing goods that exactly meet the customer's needs.

D) a focus on profit rather than sales.

E) none of the above.

180. Which of the following is LEAST LIKELY to be found in a production-oriented firm?

A) disagreements among departments about how to improve the company's product.

B) making products that are easy to produce.

C) producing goods that exactly meet the customer's needs.

D) a mass marketing approach.

E) none of the above.

181. MetroTech Corporation has been experiencing declining profits. MetroTech's salespeople blame the production people for making inferior products, and the production people complain that the salesmen are just not getting enough orders. MetroTech seems to have

A) implemented the marketing concept.

B) a production orientation.

C) a customer orientation.

D) a sales orientation.

E) a marketing orientation.

182. MetroTech Corporation has been experiencing declining profits. The accounting department blames the MetroTech marketing staff for "out of control" sales costs. The salespeople blame the warehouse for being slow to fill orders. And the warehouse manager says that the production department can't meet its schedule. MetroTech seems to have

A) implemented the marketing concept.

B) a customer orientation.

C) a marketing orientation.

D) a sales orientation.

E) a production orientation.

183. Accepting the "marketing concept" means that a firm should have a ______________ orientation.

A) production

B) sales

C) marketing

D) All of the above.

E) None of the above.

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184. Accepting the "marketing concept" means that a firm should have a ____________ orientation.

A) marketing.

B) research.

C) production.

D) sales.

E) planning.

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185. A firm with a marketing orientation:

A) has little need for salespeople.

B) sells what it can make easily.

C) tries to determine customers' needs before developing its product.

D) focuses advertising on product features.

E) all of the above.

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186. The difference between "production orientation" and "marketing orientation" is best explained as follows:

A) there are no separate functional departments in a marketing-oriented firm.

B) in a marketing-oriented firm, the total system's effort is guided by what individual departments would like to do.

C) production-oriented firms usually do not have a marketing manager.

D) in a marketing-oriented firm, every department's activities are guided by what customers need and what the firm can deliver at a profit.

E) all major decisions are based on extensive marketing research studies in marketing-oriented firms.

187. The three basic ideas in the "marketing concept" are:

A) customer satisfaction, resource efficiency, sales maximization.

B) customer satisfaction, total company effort, sales growth.

C) resource efficiency, sales growth, profit maximization.

D) customer satisfaction, marketing manager as chief executive, profit.

E) customer satisfaction, total company effort, profit.

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188. Which of the following is one of the three basic ideas in the "marketing concept?"

A) resource efficiency.

B) total company effort.

C) obtain economies of scale.

D) maximize sales.

E) the president has a marketing background.

189. Which of the following is one of the three basic ideas in the "marketing concept?"

A) resource efficiency.

B) obtain economies of scale.

C) profit as an objective.

D) maximize sales.

E) the president has a marketing background.

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190. Which of the following is one of the three basic ideas in the "marketing concept?"

A) resource efficiency.

B) customer satisfaction.

C) obtain economies of scale.

D) maximize sales.

E) the president has a marketing background.

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191. An important step in applying the marketing concept is:

A) changing the firm's organizational structure.

B) changing the firm's management methods and procedures.

C) appointing someone with a marketing management background to be the firm's president.

D) hiring a marketing consultant.

E) committing to customer satisfaction.

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192. The "marketing concept" says that a business firm should aim all of its efforts at:

A) doing more advertising and selling than competitors.

B) selling what the company produces.

C) satisfying customers--regardless of profitability.

D) satisfying its customers--at a profit.

E) producing those products which it can make at lowest cost.

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193. The "marketing concept" says that a business firm should:

A) Aim all its efforts at meeting society's needs--regardless of profitability.

B) Aim all its efforts at satisfying its customers--at a profit.

C) Sell those products which it can make at lowest cost.

D) Place heavy emphasis on developing new products.

E) Treat advertising and selling as its priority.

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194. Which of the following best explains what the "marketing concept" means?

A) Firms should spend more money on marketing than they have in the past.

B) A firm's main emphasis should be on the efficient utilization of its resources.

C) All of a firm's activities and resources should be organized to satisfy the needs of its customers--at a profit.

D) A company's chief executive should previously have been a marketing manager.

E) A firm should always attempt to give customers what they need regardless of the cost involved.

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195. Complete acceptance of the "marketing concept" would require:

A) making sure that all departments focus their efforts on satisfying customer needs.

B) having all production, finance, accounting, and personnel managers report directly to the marketing manager.

C) placing less emphasis on profit as the objective of the firm.

D) trying to satisfy the needs of each and every customer.

E) All of the above.

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196. "Production orientation" refers to the attitudes of:

A) sales managers.

B) accountants.

C) financial managers.

D) production managers.

E) anyone who doesn't practice the marketing concept.

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197. In a firm operating as a total "system" to implement the marketing concept:

A) the whole company is customer-oriented.

B) there are no departments.

C) product planning is under the control of the production or engineering departments.

D) the marketing manager directs and controls all company activities.

E) None of the above are true.

198. The total system view of the marketing concept builds on the idea that

A) sales should be the firm's high-level objective.

B) a company should not have specialized departments.

C) each department in an organization should do what it does best.

D) all departments--not just marketing--should be guided by customer needs.

E) Both B and D are correct.

199. Which of the following organizations would most likely be the first to adopt the marketing concept?

A) A producer of industrial chemicals.

B) A producer of bar soap.

C) A hardware store.

D) A community theater.

E) A doctor's office.

200. Which of the following organizations would most likely be the first to adopt the marketing concept?

A) A producer of industrial plastics.

B) A discount store.

C) A large urban hospital.

D) A local post office.

E) A producer of health and beauty aids.