Deck 2: Developing a Customer-Centered Mindset

Question 1

Describe the three marketing orientations

Answer 1

.Product orientation (Build a better mousetrap and customers will beat a path to your door)
.Sales orientation (persuasion)
.Target audience-centered orientation (based on the needs and wants of the target audience)

Question 2

Describe the organization-centered philosophy and the clues to identifying it

Answer 2

.The offering is inherently desirable
.Customer ignorance and lack of motivation cause lack of organizational success
.There is a only a minor role for research
.Marketing is defined as only promotion and communication
.Only one marketing strategy is being used
.Generic Competition is ignored.

Question 3

Describe the target audience-centered approach to marketing management

Answer 3

.Uses a behavioral bottom line
.Begins and ends with target audience needs and wants
.Relies on research
.Uses market segmentation to design separate marketing programs
.Defines competition as whatever competes for the target audience's time, energy and money
.Uses the whole marketing mix of product, place, price and promotion

Question 4

How can an organization introduce a target audience-centered mindset?

Question 5

Describe how marketing fits into the management of an organization

Question 6

The ultimate objective of marketing is to

A) promote goods and services
B) influence behavior
C) educate
D) change values or attitude
E) communicate

Question 7

Organizations which offer goods and services that they decide are good for the public are called

A) consumer oriented
B) sales oriented
C) product oriented
D) promotion oriented
E) marketing oriented

Question 8

Organizations are often NOT target audience-centered because they

A) pursue their mission and goals
B) consider the needs and wants of the target audience
C) concentrate on products, services and ideas
D) focus substantially on research
E) segment their target audiences

Question 9

Which of following is NOT an example of a marketing mindset?

A) We are dependent on our target audiences
B) We want the transaction at any cost
C) Customers do not necessarily control our mission definition
D) We focus substantially on research
E) Marketing is used to maximize our revenues

Question 10

An organization-centered orientation holds that

A) Customer research is very important
B) Advertising and promotion need not be the most important activities
C) several marketing strategies are necessary
D) Our competition is anyone that competes for our customer's time, energy or money
E) customer ignorance and lack or motivation cause programs to fail

Question 11

A target audience-centered orientation considers

A) The perceptions, needs and wants of the customer
B) The best Advertising strategy
C) The satisfaction of the target audience
D) a and c
E) a, b and c

Question 12

Research can

A) clarify the perceptions, needs and wants of the customer
B) anticipate changes in the perceptions, needs and wants of the customer
C) indicate how and why people behave
D) what audiences are potential targets for the organization
E) all of the above

Question 13

Generic competition for museum attendance would NOT include

A) an exhibit at another museum
B) a football game
C) thunderstorms
D) failure to take risks and change the status quo
E) symphony concerts

Question 14

The authors believe that the most serious competition nonprofits often face is

A) the growth of other nonprofits
B) the status quo
C) generating funding
D) enlisting volunteers
E) identifying generic competition

Question 15

Target audience-centered marketing means that the organization might undertake

A) a change in the value proposition (product, service or idea itself)
B) a change in organizational goals
C) increase use of multiple advertising or communication strategies to reach its audiences
D) focusing more advertising on the organization's single primary audience
E) a reduction in research to allow more money in promotion

Question 16

Marketing should

A) replace management's organizational goals with those that are target audience focused
B) support management
C) change the mission statement
D) modify organizational objectives
E) challenge any organizational decision that isn't target audience focused