Question 1

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.
A)sales
B)market
C)retail
D)production
E)exchange

Accepted Answer

A market-oriented philosophy is based on the consumers' wants and needs,and the organization will focus its activities on satisfying these customers by listening to them and revising strategies as necessary.

Question 2

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?
A)Reorganizing the company and making marketing its most important department
B)Hiring new salespeople to find new customers
C)Expanding the advertising budget to make potential customers more aware of its product offerings
D)Creating cross-functional teams and instructing them to focus on creating greater customer value
E)Hiring a new product development manager

Accepted Answer

Market-oriented companies are successful in getting all business functions working together to deliver customer value.

Question 3

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

Accepted Answer

LeeBrant has a societal marketing orientation because it is not only trying to satisfy customers' wants but also is 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 4

The sales and market orientations differ on all of the following characteristics EXCEPT:
A)those to whom the product is directed.
B)the firm's performance.
C)the firm's business.
D)the firm's primary goal.
E)the tools to achieve goals.

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 5

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:
A)hire more retail efficiency experts to trace down any production problems.
B)increase its sales force to find more potential customers for the firm.
C)have someone study its target market to see what needs and wants should be met by Mimi Couturier.
D)cut prices so that its prices will be at least 10 percent below those of its competitors.
E)design more sophisticated products that use the latest computer-aided techniques.

Accepted Answer

Mimi Couturier has been production-oriented.It should develop a market orientation,which means the firm will produce only those items needed by its target market.

Question 6

Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome,which is 100 percent recyclable.This is an example of a _____ orientation.
A)societal marketing
B)sales
C)reciprocal exchange
D)production
E)product

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 7

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.
A)societal
B)market
C)sales
D)production
E)one-to-one

Accepted Answer

A market-oriented philosophy is based on the consumers' wants and needs,and the dealer satisfies these needs by providing excellent customer service.Building a relationship with these customers is an important key.

Question 8

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.
A)transaction
B)sales
C)product
D)society
E)market

Accepted Answer

A market-oriented philosophy is based on consumers' wants and needs,and the organization will focus its activities on satisfying these customers by listening to them and revising strategies as necessary.

Question 9

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.

Accepted Answer

The marketing concept justifies a company's existence by its ability to satisfy customers.

Question 10

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.
A)exchange
B)product
C)production
D)sales
E)market

Accepted Answer

A market orientation focuses on the consumer's wants and needs.Torres understands that a sale occurs because a customer makes a decision to buy.

Question 11

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.

Accepted Answer

These are all options that make up a successful marketing orientation.

Question 12

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.
A)societal marketing
B)sales
C)reciprocal exchange
D)production
E)product

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 13

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 marketing orientation

Accepted Answer

The societal marketing orientation 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 14

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,as 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.

Accepted Answer

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

Question 15

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.
A)promotional
B)societal marketing
C)customer
D)marketing
E)product

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 16

The marketing concept stresses that the social and economic justification for an organization's existence 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.

Accepted Answer

The marketing concept holds that the needs and wants of both the customer and the firm be served.

Question 17

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.
A)sales
B)market
C)product
D)societal
E)production

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 18

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

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 in the best interests of society as a whole.

Question 19

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.
A)societal marketing
B)supplier
C)sales
D)production
E)philanthropic

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 20

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.
A)societal marketing
B)supplier
C)sales
D)production
E)philanthropic

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

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.

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?

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

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

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.

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

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.

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

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

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.

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

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.