Question 1

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 replacement 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 Depot and indicates the retail store has a(n)_____ orientation.

Accepted Answer

The marketing concept,the foundation of a market orientation,holds that the needs and wants of both the customer and the firm be served.

Question 2

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

Accepted Answer

A market orientation is based on the marketing concept,which is the idea that the social and economic justification for an organization's existence is the satisfaction of customer wants and needs while meeting organizational objective.

Question 3

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

Accepted Answer

While a majority of consumers report that environmental issues are important,they are not willing to make tradeoffs for higher costs or lower performance.

Question 4

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.

Accepted Answer

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.

Question 5

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.

Accepted Answer

Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals' and society's long-term best interests.

Question 6

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?

Accepted Answer

LeeBrant has a societal marketing orientation because it is not only trying to satisfy customers' wants but also trying to enhance society's long-term best interests.The other jewelers that continue to sell diamonds purchased from the rebels are more interested in satisfying their customers desire for lower prices than in serving society.

Question 7

Life is good  no longer encloses its apparel in individual poly-bags when shipping to customers because the management feels it harms the environment.This is an example of a _____ orientation.

Accepted Answer

Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals' and society's long-term best interests.

Question 8

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

Accepted Answer

A sales orientation is based on the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.

Question 9

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.

Accepted Answer

Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals' and society's long-term best interests.

Question 10

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

Accepted Answer

See Review Learning Outcome 3.

Question 11

Market-oriented firms primarily focus their efforts upon:

Accepted Answer

Market-oriented firms are focused outward toward their customers.

Question 12

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

Accepted Answer

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.

Question 13

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

Accepted Answer

Customer value is the relationship between the benefits a customer receives from a product or service and the cost, both monetary and non-monetary, required to obtain those benefits. It takes into account the perceived benefits and the perceived sacrifices of the customer, and it is an important concept in marketing as it directly affects customer satisfaction and loyalty. The other options are either unrelated or do not fully capture the concept of customer value.

Question 14

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?

Accepted Answer

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

Question 15

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

Accepted Answer

These two orientations differ with respect to the organization's focus,the firm's business,those to whom the product is directed,the firm's primary goal,and the tools used to achieve those goals.

Question 16

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 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.

Accepted Answer

Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals' and society's long-term best interests.

Question 17

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

Accepted Answer

implementing a market orientation requires a comprehensive approach that includes researching customers, competitors, and markets, determining how to deliver superior customer value, establishing and maintaining mutually satisfying relationships with customers, and implementing actions that provide value to customers. Therefore, all of the activities listed are necessary for implementing a market orientation.

Question 18

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.

Accepted Answer

The marketing concept,the foundation of a market orientation,holds that the needs and wants of both the customer and the firm be served.

Question 19

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

Accepted Answer

A production orientation focuses on the internal capabilities of the firm rather than on the desires an needs of the marketplace.

Question 20

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.

Accepted Answer

Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals' and society's long-term best interests.

Quiz 1: An Overview of Marketing

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

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

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.

Life is good no longer encloses its apparel in individual poly-bags when shipping to customers because the management feels it harms the environment.This is an example of a _____ orientation.

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

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.

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

Market-oriented firms primarily focus their efforts upon:

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

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

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?

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

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

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.

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