Deck 1: An Overview of Marketing

Question 1

A firm that extensively uses relationship-marketing strategies is most likely to:

A)focus on the internal rather than the external business environment.
B)rely on aggressive sales strategies.
C)be highly centralized.
D)encourage teamwork among employees.

Answer 1

D

Question 2

A sales-oriented firm places minimal emphasis on:

A)promotional strategies.
B)building long-term customer relationships.
C)pricing strategies.
D)personal selling and direct selling activities.

Answer 2

B

Question 3

A production-oriented firm focuses on its internal capabilities.

Answer 3

True

Question 4

Nonprofit organizations should adopt a sales orientation rather than a market orientation.

Question 5

Which of the following strategies illustrates a market orientation?

A)Targeting the average consumer
B)Implementing centralization
C)Increasing overhead production costs
D)Creating customer value

Question 6

Relationship marketing assumes that many consumers and business customers prefer to have an ongoing relationship with one organization rather than switch continually among providers in their search for value.

Question 7

Which of the following is a drawback of the production-orientation philosophy?

A)It ignores the importance of assessing a firm's internal capabilities.
B)It overlooks the importance of market research.
C)It places little emphasis on the assessment of manufacturing plants and facilities.
D)It gives importance to the sales function over other functions.

Question 8

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 9

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

A)Using greenwashing techniques
B)Fostering opportunism
C)Using clean energy sources
D)Increasing overhead production costs

Question 10

A local grocer groups his customers into specific groups based on what they buy and when they shop.The grocer then schedules shipments of specific items based on these customer segments and offers different promotions to different customer groups.This is an example of customer relationship management.

Question 11

A market-oriented organization recognizes that different customer groups want different features or benefits.

Question 12

Which of the following is a difference between a market-oriented firm and a sales-oriented firm?

A)Unlike a market-oriented firm,a sales-oriented firm puts customers at the center of its business.
B)Unlike a market-oriented firm,a sales-oriented firm uses relationship-marketing strategies.
C)Unlike a market-oriented firm,a sales-oriented firm gives little emphasis to promotion activities.
D)Unlike a market-oriented firm,a sales-oriented firm targets its products at the average customer.

Question 13

Which of the following statements is true about on-demand marketing?

A)It requires firms to focus on the internal rather than the external business environment.
B)It gives maximum emphasis to aggressive personal selling strategies.
C)It is aimed at enhancing customer relationships.
D)It is used by sales-oriented firms.

Question 14

Which of the following opinions is a critic of the sales-orientation philosophy most likely to hold?

A)Reducing prices is the most effective technique that helps increase product sales.
B)Customers do not buy products unless the products are adequately promoted.
C)Business firms should give maximum emphasis to advertising strategies.
D)Business firms need to have a good understanding of the needs of the marketplace.

Question 15

Which of these statements is true about customer relationship management?

A)It involves linking all processes of the company from its customers through its suppliers.
B)It tries to convince potential customers to buy,even if the seller knows that the customer and product are mismatched.
C)It is used more by sales-oriented firms than market-oriented firms.
D)It is most extensively used by production-oriented firms.

Question 16

The fundamental problem with a sales orientation is a lack of understanding of the needs and wants of the marketplace.

Question 17

A market-oriented organization targets its products at "everybody" or "the average customer."

Question 18

Relationship-management strategies depend on:

A)centralization.
B)employee empowerment.
C)deregulation.
D)greenwashing techniques.

Question 19

Which of the following statements is true of customer relationship management?

A)It involves targeting the average customer or everybody.
B)It involves establishing and tracking customer interactions with the company.
C)It considers all the customers of the firm as one large group that should be targeted with a single promotional strategy.
D)It is used by sales-oriented firms to convince customers to buy their products.

Question 20

A market-oriented firm:

A)defines its mission in terms of the benefits its customers seek.
B)targets the average customer.
C)is highly centralized.
D)defines its business in terms of the goods and services it produces.

Question 21

Researchers at PPG Industries Inc.spent considerable time,effort,and money developing a bluish windshield that would let in filtered sunlight but block out heat.PPG had not conducted market research before deciding to design the windshield.Moreover,the windshield is priced higher compared to the other brands.The company has now introduced the windshield in the market and is hoping that the customers will like it.PPG most likely has a(n)__________orientation.

Question 22

Consumer's expectations of doing new things with varied kinds of information in ways that create value have resulted in the emergence of__________.

Question 23

Libra Electronic Inc.has launched a new range of light-weight vacuum cleaners with enhanced features.Before developing the product,Libra Electronic conducted a thorough study about customer requirements.The company also studied the quality of its competitors' vacuum cleaners.Based on insights about customer wants and competitor strengths and weaknesses,Libra Electronic has designed vacuum cleaners that can be clearly distinguished from other brands.Libra Electronic most likely has a _____ orientation.​

A)promotion
B)​market
C)​sales
D)production

Question 24

Consumer's expectations of doing new things with varied kinds of information in ways that create value have resulted in the emergence of _____.​

A)the sales-orientation philosophy
B)​the production-oriented philosophy
C)​communicator valence 
D)on-demand marketing

Question 25

Libra Electronic Inc.has launched a new range of light-weight vacuum cleaners with enhanced features.Before developing the product,Libra Electronic conducted a thorough study about customer requirements.The company also studied the quality of its competitors' vacuum cleaners.Based on insights about customer wants and competitor strengths and weaknesses,Libra Electronic has designed vacuum cleaners that can be clearly distinguished from other brands.Libra Electronic most likely has a__________orientation.

Question 26

Discuss the concept of customer relationship management.

Question 27

A sales-oriented firm:

A)carefully identifies market segments.
B)extensively uses relationship-marketing strategies.
C)extensively uses personal selling and advertising.
D)increases sales by creating customer value and satisfaction.

Question 28

A company that sets its goals and strategies based on what its current equipment can manufacture,what its engineering can design,and what the company itself can do best has a(n)_____orientation.​

A)marketplace
B)​sales
C)​exchange
D)production

Question 29

What is customer value? What are the six ways marketers can make sure customers perceive their companies/products as sources of value?

Question 30

Companies that rely on the marketing concept and have implemented a market orientation strategy recognize that:

A)price is the most important variable for customers.
B)products should be targeted at everybody or the average customer.
C)customer wants can be satisfied by integrating activities of the firm.
D)good promotion and advertising strategies can save a bad product.

Question 31

Researchers at PPG Industries Inc.spent considerable time,effort,and money developing a bluish windshield that would let in filtered sunlight but block out heat.PPG had not conducted market research before deciding to design the windshield.Moreover,the windshield is priced higher compared to the other brands.The company has now introduced the windshield in the market and is hoping that the customers will like it.PPG most likely has a(n)_____orientation.​

A)exchange
B)​production
C)​sales
D)promotion

Question 32

Which of the following questions which companies consider is best aligned with the production orientation philosophy?

A)What are the product preferences of our customers?
B)How can we sell our products more aggressively?
C)What can our engineers design?
D)How can we gather more information about customer needs?

Question 33

Discuss the elements needed to implement successful relationship marketing strategies.

Question 34

Filmin Inc.has decided to increase the production of its printers.Filmin does not conduct market research before making its marketing decisions.To ensure profits for the company,Filmin has instructed its marketing force to aggressively advertise and promote its printers.The CEO of Filmin believes that the market will absorb more products if powerful promotion strategies are used.After increasing production of printers,the company plans to reduce the prices of the printers to encourage customers to buy them.Filmin appears to have a__________orientation.

A)task
B)production
C)sales
D)customer

Question 35

A company that sets its goals and strategies based on what its current equipment can manufacture,what its engineering can design,and what the company itself can do best has a(n)__________orientation.

Question 36

Filmin Inc.has decided to increase the production of its printers.Filmin does not conduct market research before making its marketing decisions.To ensure profits for the company,Filmin has instructed its marketing force to aggressively advertise and promote its printers.The CEO of Filmin believes that the market will absorb more products if powerful promotion strategies are used.After increasing production of printers,the company plans to reduce the prices of the printers to encourage customers to buy them.Filmin appears to have a _____ orientation.​

A)task
B)​production
C)​sales
D)customer