Question 1

Levi Strauss has developed a line of jeans that does not use any chemical dyes to colour the pants. Consumers like the look of the jeans, and Levi's use of all-natural dyes is good for the environment. The production of this line would be consistent with which type of orientation?

Accepted Answer

The development of a line of jeans that uses all-natural dyes and is good for the environment embodies the principles of societal marketing orientation. This orientation focuses on meeting the needs of consumers while also considering the long-term well-being of society and the environment. Therefore, choice A is the best answer. The other options, such as supplier orientation, sales orientation, or production orientation, are not consistent with the focus on sustainability and meeting the needs of consumers in a socially responsible way.

Question 2

What does the marketing concept involve?

Accepted Answer

The marketing concept involves focusing on customers' wants to distinguish the organization's product from its competitors. It is about creating value for customers and building relationships with them, rather than just trying to sell as much as possible or focusing solely on production.

Question 3

Dofasco Inc. is a highly successful steel company in Ontario. They work together with the community to decide what projects will improve the local environment.This indicates that Dofasco has which type of orientation?

Accepted Answer

Dofasco's focus on working with the community to improve the local environment shows a societal marketing orientation, which prioritizes the needs and wants of the broader society, not just the company's profits or customers.

Question 4

Nessca Corp. manufactures electronic gadgets. It instructs its marketing team to competitively advertise and promote its gadgets. The company, instead of believing in market research, believes that the market will absorb more products if customers are made aware of the products. Which of the following best describes the workforce of Nessca Corp.?

Accepted Answer

The description of Nessca Corp.'s marketing strategy suggests that it is inward looking and focused on selling what the firm makes, rather than understanding and fulfilling the needs of customers through market research.

Question 5

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

Accepted Answer

The marketing concept emphasizes on the satisfaction of customer needs and wants. However, it also requires the organization's objectives to be met, which could be related to profitability, market share, or other strategic goals. Therefore, the correct choice is B - "meeting organization objectives." While producing goods or services at the lowest possible cost, constantly increasing sales volumes, and applying scientific management techniques to improve efficiency are important aspects of organizational performance, they are not the primary focus of the marketing concept.

Question 6

Shoppers at a supermarket can request Smart Partner cards. A percentage of the amount of money each shopper spends is given to a school of their choice. What type of orientation does the supermarket have?

Accepted Answer

A societal marketing orientation focuses on the well-being of society and considers social and environmental issues in addition to customer satisfaction and profitability. By allowing shoppers to support a school of their choice, the supermarket is showing a commitment to social responsibility and community involvement.

Question 7

Allied Inc., a beverage manufacturer, follows a societal marketing orientation. It now wants to revamp its existing containers as they were found to be harmful to its users. In this case, what will Allied Inc. most likely do?

Accepted Answer

As Allied Inc. follows a societal marketing orientation, they would prioritize the well-being of their customers and society over profits. Therefore, the best option for them would be to produce containers that are less toxic than their previous containers, as this would minimize harm to their users and the environment. Changing the label of the old containers and using them would not solve the problem of toxicity, and selling containers that leave high amounts of chemical waste when burned would harm the environment. Manufacturing containers that cannot be reused would also harm the environment by increasing waste.

Question 8

The marketing concept includes a goal orientation to remind managers of which of the following?

Accepted Answer

The marketing concept emphasizes the importance of satisfying customers while also achieving the long-term goals of the organization. It recognizes that without satisfying customers, long-term success is unlikely, but also stresses that the organization must remain profitable and focused on achieving its strategic objectives.

Question 9

Many of the lowest-priced diamonds are sold by African rebels who use the profits to engage in genocide. LeeBrant is one retail jewellery store that sells only diamonds that are certified to be from "conflict-free" countries. One could say that LeeBrant has which of the following types of orientation?

Accepted Answer

LeeBrant has a societal marketing orientation as it is focused on not only meeting customer needs but also taking into account ethical and societal concerns by selling only conflict-free diamonds.

Question 10

Which of the following strategies is most closely associated with the societal marketing orientation?

Accepted Answer

The societal marketing orientation involves a focus on meeting the needs of customers while also preserving or enhancing societal and environmental well-being. Using clean energy sources is a strategy that directly aligns with this orientation, as it demonstrates a commitment to both satisfying customer needs and promoting sustainability. Competing in the market and fostering opportunism may be associated with other marketing orientations, but not necessarily the societal marketing orientation. Increasing overhead production costs may or may not be a strategy associated with the societal marketing orientation, depending on how those costs are being used to promote societal or environmental welfare.

Question 11

How do personnel in sales-oriented firms differ from personnel in market-oriented firms?

Accepted Answer

Personnel in sales-oriented firms are typically more focused on selling what the company makes rather than making what the market wants, which leads them to be more inward looking. They prioritize achieving high sales volumes over meeting the specific needs or interests of the market or society.

Question 12

For years, Richard Branson, founder of the Virgin Group, has believed in customer service. He believes that good customer service stems from an environment founded on "a chain, one that is consistent from beginning to end." Which idea has Virgin Group captured in this short phrase?

Accepted Answer

The phrase "a chain, one that is consistent from beginning to end" refers to the marketing concept, which emphasizes the importance of providing value to customers and creating long-term relationships through effective customer satisfaction and service. Virgin Group's focus on customer service reflects this philosophy, as they aim to provide consistent, high-quality service across all aspects of their business.

Question 13

Kinko's copy shops use 27 square kilometres of forest to produce all of the paper needed by the corporation annually. While the company is committed to making a profit, it is also committed to preserving the environment. What type of orientation does Kinko's follow?

Accepted Answer

Kinko's prioritizes the preservation of the environment over maximizing profits, which aligns with a societal marketing orientation.

Question 14

An organization believes that it exists not only to satisfy customer wants and needs and meet organizational objectives, but also to preserve individuals' and society's long-term best interests. What type of orientation does the organization have?

Accepted Answer

The organization has a societal orientation because it takes into account the long-term best interests of individuals and society as a whole, in addition to satisfying customer wants and meeting organizational objectives. A market orientation is focused on satisfying customer wants and needs, while a sales orientation is focused on maximizing sales. An ethical business mission orientation is focused on promoting ethical behavior in the business, but it may not necessarily consider the long-term best interests of society.

Question 15

The statement "Marketing should be introduced at the beginning rather than the end of the production cycle and integrated into each phase of the business," is consistent with which type of orientation?

Accepted Answer

This statement aligns with a market orientation, which prioritizes understanding and satisfying customer needs and wants throughout the entire business process. By introducing marketing at the beginning and integrating it into each phase, the business is focusing on creating value for the customer rather than just producing and selling a product.

Question 16

If a firm extensively uses relationship marketing strategies, which of the following is it most likely to do?

Accepted Answer

Relationship marketing is focused on nurturing long-term customer relationships rather than just making quick sales. Encouraging teamwork among employees is one way to support this strategy because it helps ensure that everyone in the organization is working together to provide excellent service and build strong relationships with customers. A focus on the internal business environment may also be important, but it's not necessarily the defining characteristic of relationship marketing. Relying on aggressive sales strategies or focusing only on short-term goals would be counterproductive to effective relationship marketing.

Question 17

Which of the following strategies are put into place by a company that has a market orientation?

Accepted Answer

A market orientation is characterized by a focus on identifying and satisfying the needs and wants of customers. Integration of all activities of the firm is a key strategy in achieving this goal, as it enables the company to better understand and respond to customer needs. Focus on the company's own needs and wants (B) is a characteristic of a production orientation, while differentiation of products (C) is a possible strategy in any orientation, but does not necessarily indicate a market orientation. Sales growth fueled through aggressive sales techniques (D) is more typical of a sales orientation, which prioritizes selling over understanding customer needs.

Question 18

The manufacturer of Omega brand watches has a market orientation and follows the marketing concept. Which of the following describes the first action the company would most likely take if it learned its customers were dissatisfied with its watches?

Accepted Answer

If Omega brand watches has a market orientation and follows the marketing concept, their first action would be to conduct research to determine if its customers' needs had changed. This would help them identify the cause of dissatisfaction and make necessary changes to meet customer expectations. Hiring more salespeople, increasing advertising or increasing the number of stores carrying Omega watches may not necessarily address the source of customer dissatisfaction.

Question 19

Livin' Styles is a home décor company that is well known for its varieties of designs. The management of Livin' Styles collaborates with its customers and co-creates designs. What does this example illustrate?

Accepted Answer

Livin' Styles collaborating with customers in co-creating designs illustrates creating customer value. This approach involves creating a positive customer experience by focusing on the customer's needs and desires, ultimately leading to customer satisfaction and loyalty.

Question 20

Which of the following is a marketing management philosophy?

Accepted Answer

Marketing company orientation is a management philosophy focused on understanding and meeting the needs and wants of customers through a coordinated set of activities and decisions.

Quiz 1: An Introduction to Marketing