Question 1

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 a _____ orientation.
A) production
B) market
C) retail
D) sales
E) enterprise

Accepted Answer

A market orientation means putting the customer's needs and wants at the center of business decision-making, which involves introducing marketing at the beginning and integrating it into each phase of the business to ensure that the final product meets customer needs and desires. The other orientations (production, retail, sales, and enterprise) do not necessarily prioritize the customer's perspective and needs.

Question 2

Wal-Mart has become the leading discount retailer in the United States and the world by focusing on the customer's needs and wants.This philosophy is at the heart of a _____ orientation.
A) sales
B) market
C) retail
D) production
E) exchange

Accepted Answer

A market orientation focuses on understanding and meeting the needs and wants of customers in order to create customer value and achieve organizational goals. Wal-Mart's success is largely attributed to its market orientation, which involves gathering and analyzing customer data, conducting research on consumer preferences, and developing products and services that meet those needs.

Question 3

The marketing concept and market orientation recognize that:
A) price is the most important variable for customers
B) sales depend predominantly on an aggressive sales force
C) what the customer thinks he or she is buying is what is important
D) a company has to apply scientific management techniques to survive
E) selling and marketing are essentially the same thing

Accepted Answer

The marketing concept and market orientation focus on identifying and satisfying customer needs and wants. This means that what the customer thinks he or she is buying is important in creating products and services that meet their demands. Therefore, option C is the correct choice. The other options are incorrect because they do not align with the principles of a customer-centric approach to marketing.

Question 4

The _____ orientation assumes that people are resistant to buying products that are not absolutely necessary.
A) marketing
B) sales
C) customer
D) production
E) exchange

Accepted Answer

The sales orientation assumes that people need to be persuaded or convinced to buy a product, suggesting that they may be resistant to buying products that are not absolutely necessary. The other orientations (marketing, customer, production, and exchange) do not necessarily assume this resistance.

Question 5

The manufacturer of Rossignol brand skis has a market orientation and adheres to the marketing concept.Most likely,the company would react to consumer dissatisfaction by first:
A) hiring more salespeople
B) decreasing its organizational overhead
C) increasing its advertising to underserved markets
D) increasing the number of sporting goods stores that carry Rossignol skis
E) conducting research to determine if its customers' needs have changed

Accepted Answer

As a company with a market orientation and commitment to the marketing concept, Rossignol is likely to prioritize understanding and meeting the needs of its customers. Therefore, the company is most likely to first conduct research to determine if its customers' needs have changed when faced with consumer dissatisfaction. This information can help the company make informed decisions about how to address areas of dissatisfaction and improve its product and overall customer experience. Hiring more salespeople, decreasing organizational overhead, increasing advertising, and increasing the number of sporting goods stores that carry Rossignol skis may be appropriate strategies in certain situations, but they are unlikely to be the first priority in a market-oriented approach.

Question 6

Rose is a telephone order taker for Brylane,a catalog retailer of furnishings for bedrooms and baths.A customer called and asked if the sea green in a bedspread that she had purchased matched the green in a lamp that was being offered in the newest Brylane catalog.Rose got the potential customer's phone number,went out to the warehouse,located the items,determined they did not match,and called the potential customer to tell her that information.Rose showed a(n)_____ orientation.
A) societal
B) market
C) sales
D) sales.
E) one-to-one

Accepted Answer

The answer of Rose is a telephone order taker for...

Question 7

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) marketing orientation
C) ethical business mission
D) focused target market strategy
E) societal orientation

Accepted Answer

A societal orientation is characterized by a business's belief that it should not only satisfy customer wants and needs and meet organizational objectives but also preserve or enhance individuals' and society's long-term best interests. This orientation goes beyond simply meeting the needs of customers and focuses on creating a positive impact on society as a whole. It recognizes that businesses have a responsibility to act in the best interests of society, not just their own bottom line.

Question 8

Lawler Landscaping Company sells all kinds of ornamental plants.Lawler's management believes that its customers will buy more plants if its salespeople use aggressive marketing techniques because ornamental plants are nonessential items for most homeowners.In other words,the company has a _____ orientation.
A) promotion
B) production
C) sales
D) marketing
E) customer

Accepted Answer

The company's belief that aggressive marketing will result in higher sales because ornamental plants are nonessential suggests that it has a sales orientation, where the focus is on persuasion and selling rather than on customer needs and wants.

Question 9

You are in charge of the marketing program at Cedarstream,a manufacturer of recreational vehicles,and have been asked to create a company that acts in compliance with the marketing concept and has a market orientation.As your first action,you will most likely:
A) reorganize the company and make marketing the most important department
B) hire new salespeople to find new customers for Cedarstream vehicles
C) expand the advertising budget so that potential customers will be more aware of Cedarstream's products
D) create cross-functional entrepreneurial teams to overcome the difficulty of getting people from different functional areas to work together in developing new products.
E) hire a new product development manager and establish a marketing research department

Accepted Answer

Creating cross-functional entrepreneurial teams aligns with the marketing concept and market orientation by fostering collaboration across departments to better understand and meet customer needs through innovative product development.

Question 10

Fujifilm Computer Products has improved the efficiency and productivity of its plant,which manufactures printing technology.For the new fiscal year,the company projects a production increase of 25 percent,and has instructed its sales force to aggressively distribute and promote the product.The CEO is sure that the market will absorb more product if the sales force is determined and assertive.Fujifilm appears to have a _____ orientation.
A) marketing
B) production
C) sales
D) customer
E) marketplace

Accepted Answer

Fujifilm's focus on instructing its sales force to aggressively distribute and promote the product indicates a sales orientation.

Question 11

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 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 what 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

Dofasco's approach of proactively involving the local community and addressing environmental concerns aligns with the principles of societal marketing orientation, which focuses on satisfying consumer needs while also enhancing the wellbeing of society as a whole. This approach goes beyond traditional marketing approaches that mainly focus on profit-making and sales.

Question 13

The marketing concept involves:
A) focusing on customers' wants so that the organization can distinguish its product (or products)from the competitors' products
B) satisfying management's needs and wants with the idea of maximizing profits in the short run
C) selling as much product as possible under the assumption that people will buy more goods and services if aggressive selling techniques are used
D) selling as much as possible under the assumption that consumers will buy more at lower prices
E) focusing on production in order to increase product quality and lower prices

Accepted Answer

The marketing concept involves focusing on customers' wants and needs in order to distinguish the organization's products from its competitors, ultimately leading to customer satisfaction and profit for the organization.

Question 14

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 customers' wants,the chocolate company exhibits a _____ orientation.
A) exchange
B) product
C) production
D) sales
E) market

Accepted Answer

The company's focus on producing new products based on customer suggestions and their willingness to allow customers to determine the value of a product indicates a market orientation, where the company is focused on meeting the wants and needs of their customers.

Question 15

A _____ orientation assumes customers resist buying items that are not essential.It also assumes people will buy more goods and services if aggressive marketing techniques are used.
A) sales
B) production
C) marketing
D) customer
E) marketplace

Accepted Answer

The given orientation assumes that customers need to be persuaded to buy through aggressive marketing techniques, which aligns with the sales orientation. The production orientation focuses on producing goods efficiently and may not consider customer wants and needs. The marketing orientation focuses on identifying and satisfying customer wants and needs, and the customer orientation focuses on consistently meeting and exceeding customer expectations. The marketplace orientation considers the broader competitive environment and adapts to changing trends and customer preferences.

Question 16

Kinko's copy shops use the equivalent of 10.5 square miles 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.In 1997,Kinko's wrote an environmental vision in which it committed the company to conserving natural resources.With this 1997 environmental vision,Kinko's adopted a _____ orientation.
A) societal marketing
B) sales
C) reciprocal exchange
D) production
E) product

Accepted Answer

Societal marketing orientation considers the long-term welfare of society as a whole, including both the company's profits and its impact on society and the environment. Kinko's adoption of an environmental vision in 1997 demonstrates its commitment to preserving natural resources and therefore, aligns with the principles of societal marketing orientation.

Question 17

The marketing concept includes a goal orientation to remind managers that:
A) achieving long-term organizational goals is as important as satisfying customers
B) customers must be satisfied no matter what the organizational costs
C) the only reason for any business to exist is to make a profit
D) the objective is to find a target market that differs from that of the competition
E) functional integration of all departments is useful but not essential

Accepted Answer

The marketing concept is centered around satisfying customer needs and wants but also recognizes the importance of achieving long-term organizational goals. Therefore, choice A is the best answer. Choices B, C, D, and E do not accurately reflect the marketing concept.

Question 18

Which of the following statements about the societal orientation is true?
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 because 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) All of these statements about the societal orientation are true.

Accepted Answer

A) This statement is true as using all-natural materials shows a concern for the environment and society.
B) This statement is partially true, as there may be some benefits that a company cannot deliver due to ethical or moral concerns, but they should still strive to meet the long-term interests of their customers.
C) This statement is true as the societal marketing concept recognizes the importance of considering the long-term impact of marketing on society and the environment.
D) This statement is true as organizations must balance their economic goals with their social responsibilities to maintain a positive image and reputation in society.
Therefore, all of the statements are true about the societal orientation.

Question 19

A company that has a market orientation and adheres to the marketing concept does NOT:
A) integrate all the activities of the firm to satisfy customer wants
B) focus on consumer needs and wants
C) differentiate a firm's products from its competitor's products
D) fuel sales growth through the application of aggressive sales techniques
E) concentrate on long-term goal achievement (such as profits and growth)for the firm

Accepted Answer

A company that has a market orientation and adheres to the marketing concept would focus on understanding and satisfying customer needs and wants, integrating all activities of the firm to deliver value to the customer, differentiating its products to create a competitive advantage, and concentrating on achieving long-term goals such as profits and growth. Using aggressive sales techniques is not aligned with this approach and would not be considered part of a market orientation.

Question 20

If a company uses a sales orientation,consumer complaints would most likely result in:
A) a modification of the sales presentation
B) product reinvention
C) continuous market research
D) philanthropy
E) attempts to cut production costs

Accepted Answer

A company that uses a sales orientation focuses on promoting and selling their products to customers. If a customer complains, the company is likely to modify their sales presentation to address the issue and continue promoting their product. This approach is more focused on meeting the company's sales goals than on customer satisfaction or product improvement.

Quiz 1: An Overview of Marketing

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 a _____ orientation.

Wal-Mart has become the leading discount retailer in the United States and the world by focusing on the customer's needs and wants.This philosophy is at the heart of a _____ orientation.

The marketing concept and market orientation recognize that:

The _____ orientation assumes that people are resistant to buying products that are not absolutely necessary.

The manufacturer of Rossignol brand skis has a market orientation and adheres to the marketing concept.Most likely,the company would react to consumer dissatisfaction by first:

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.

You are in charge of the marketing program at Cedarstream,a manufacturer of recreational vehicles,and have been asked to create a company that acts in compliance with the marketing concept and has a market orientation.As your first action,you will most likely:

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

The marketing concept involves:

A _____ orientation assumes customers resist buying items that are not essential.It also assumes people will buy more goods and services if aggressive marketing techniques are used.

The marketing concept includes a goal orientation to remind managers that:

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

A company that has a market orientation and adheres to the marketing concept does NOT:

If a company uses a sales orientation,consumer complaints would most likely result in: