Deck 1: An Overview of Marketing

Question 1

What type of orientation do firms have when they focus on the internal capabilities of the firm,rather than on the desires and needs of the marketplace?

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

Answer 1

B

Question 2

Which of the following is a philosophy,an attitude,a perspective,or a management orientation that stresses customer satisfaction?

A)planning strategy
B)customer management
C)marketing
D)reciprocity

Answer 2

C

Question 3

What does the term marketing refer to?

A)new product concepts and improvements
B)selling
C)advertising and promotion activities
D)a philosophy that stresses customer satisfaction

Answer 3

D

Question 4

To increase interest in rodeos,the local chapter of the National Rodeo Cowboys Association (NRCA)is offering free roping lessons to students in grades 6 and 7.Which of the following best describes an exchange?

A)Students and their parents can decide for themselves if the lessons have any value.
B)The students want to take the lessons but are unaware that they are being offered for free.
C)The parents of the students are unsure whether the NRCA is a legitimate organization.
D)Both the NRCA and the students taking the lessons will trade something of value.

Question 5

What type of orientation to marketing does a firm have if it fails to consider whether what the firm - manufactures most efficiently also meets the needs of the marketplace?

A)customer
B)product
C)market
D)production

Question 6

What must occur for an exchange to take place?

A)There must be at least two parties involved.
B)Money must be used in the transaction.
C)Each party must feel obligated to accept the offer.
D)At least one party must have something of value that the other party desires.

Question 7

Which of the following is a key ingredient in the philosophy of marketing that occurs when people give up something in order to receive something that they would rather have?

A)exchange
B)synergy
C)leverage
D)reciprocity

Question 8

A problem facing the timber industry is the absence of any effective way to prove that rainforest timber was legally harvested.In places like Indonesia,as much as 80 percent of timber available for sale was illegally cut.Companies such as The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rainforests.Which of the following conditions required for an exchange to occur is missing when a company tries to sell illegally acquired logs to The Home Depot?

A)There are more than two parties involved.
B)Each party has something of value to bring to the exchange.
C)One party is free to accept the exchange offer.
D)Each party believes it is appropriate to deal with the other party.

Question 9

Indonesian logging companies harvest rainforests for timber and assume that a market exists for their products.Which type of orientation does the typical Indonesian logging company have?

A)exchange
B)environmental
C)production
D)sales

Question 10

What must happen in order for exchange to occur?

A)Organized marketing activities must also take place.
B)A profit-oriented organization must be involved in the process.
C)Money or other legal tender is required.
D)Each party must have something the other party considers to be valuable.

Question 11

When is a firm with a production orientation most likely to survive?

A)if there are many small competitors in the marketplace
B)if demand for the product it produces exceeds supply
C)if the needs of the marketplace are constantly shifting
D)if supply for the product it produces exceeds demand

Question 12

A business is concerned with many day-to-day activities.Some of the most important of these activities are the planning and development of a product,its pricing policy,and the distribution strategy.What are all these activities part of?

A)a control system
B)marketing
C)accounting
D)production

Question 13

Domino's Pizza is offering racing fans a chance to earn points toward NASCAR-branded merchandise via the NASCAR RacePoints loyalty program.Consumers who buy $20 worth of Domino's Pizza will receive 100 NASCAR RacePoints.NASCAR RacePoints will be credited to members' accounts.Racing fans can collect points to earn NASCAR merchandise,including apparel and hats or one-of-a-kind experiences,such as driving a real race car.What will occur when a NASCAR fan trades in his or her points for a mug autographed by a favourite driver?

A)synergy
B)sublimation
C)exchange
D)reciprocity

Question 14

Which of the following best characterizes marketing?

A)promotional activities.
B)personal selling.
C)advertising.
D)customer satisfaction.

Question 15

What type of orientation does a company have when it sets its goals and strategies based on what its current equipment can produce,what products engineering can design,and what the company itself can do best?

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

Question 16

For many years,Procter & Gamble (P&G)viewed its Ivory soap as just plain old soap-and not as a cleansing product that could provide other benefits as well.When it came to Ivory soap,P&G focused on how well it made the soap and not on what customers wanted from a bar of soap.What type of orientation did the company have?

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

Question 17

Which of the following is a marketing management philosophy?

A)sales promotion orientation
B)societal change orientation
C)market orientation
D)profitability orientation

Question 18

Andi Littleton has inherited a Featherlite brand horse trailer from her recently deceased grandfather.A preliminary investigation has shown many people would be interested in owning a Featherlite brand horse trailer.She is considering placing an advertisement in a newspaper targeted to horse owners.She has been told similar horse trailers are selling for about $14,000.Which of the following conditions is necessary for an exchange to occur between Littleton and a buyer?

A)Her trailer should carry a low price.
B)The trailer should be on display somewhere that people will see it.
C)She needs to practise negotiating.
D)Littleton and her buyer must be able to walk away from the deal if desired.

Question 19

Why is the concept of exchange important to marketing?

A)Money is the only medium of exchange for business marketers.
B)Exchange provides money to marketers.
C)Marketing activities help to create exchange.
D)Marketing activities are a requirement for exchange to take place.

Question 20

Researchers at PPG Industries spent considerable time,effort,and money developing a bluish windshield that would let in filtered sunlight but block out the heat.Little market research was done,but the scientists were convinced this new product would be significantly better than existing windshields,even though it was more expensive and of a different colour than the current models on the market.This scenario suggests PPG most likely has which type of orientation?

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

Question 21

Canon 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 the product.What type of marketing management philosophy is Canon practicing?

A)sales orientation
B)production orientation
C)market orientation
D)societal marketing orientation

Question 22

Jacques Torres Chocolate is a factory and retail store.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."
How does Jacques Torres Chocolate keep its customers coming back?

A)directs its chocolates to the "average customer"
B)seeks its goals primarily through the use of intensive promotion
C)has an inward focus on the organization's needs
D)profits through customer satisfaction

Question 23

Minor League Baseball suffers from sluggish attendance.To attract more fans to their games,owners often resort to gimmicks-free hot dog nights,events designed to get into the Guinness Book of Records,and celebrity visits.Salesmen for the teams and sports store owners try to push the sales of tickets onto local softball teams,what type of marketing management philosophy are they practicing?

A)sales orientation
B)market orientation
C)production orientation
D)societal marketing orientation

Question 24

An expert in library science stated in Library Journal,"It should be fairly clear that librarians do not market and that they never have marketed." He concludes,"What librarians need to tell people is not how wonderful our public libraries are but rather how wonderful they could be." If librarians were to use the marketing concept they would do which of the following?

A)focus on satisfying the needs of their customers.
B)order more books.
C)promote their existing collections better.
D)have more celebrity authors do readingsa customer orientation.

Question 25

Innovative Silversmiths creates and markets silver and turquoise jewellery,which it sells to retailers.The company's management believes its retail customers will stock more jewellery if its salespeople use aggressive marketing techniques.Which type of orientation does the company have?

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

Question 26

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?

A)production
B)market
C)retail
D)sales

Question 27

Which orientation assumes people will buy more if aggressive selling techniques are used?

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

Question 28

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

A)the societal concept
B)Maslow's hierarchy of needs
C)the marketing concept
D)the sales orientation philosophy

Question 29

What do companies that rely on the marketing concept and that have implemented a market orientation strategy recognize?

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)Selling and marketing are essentially the same thing.

Question 30

Canon 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.It has instructed its sales force to aggressively distribute and promote its printers.The CEO is sure the market will absorb more product if the sales force is determined and assertive.What sort of orientation does Canon appear to have?

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

Question 31

One way to identify the orientation of a firm is to examine its primary goal.What type of marketing management philosophy does a firm practice that seeks to achieve profitability through sales volume?

A)societal marketing orientation
B)market orientation
C)sales orientation
D)production orientation

Question 32

Which of the following is done by a company that has a market orientation and adheres to the marketing concept?

A)integrates all the activities of the firm to satisfy customer wants
B)focuses on company needs and wants
C)differentiates the firm's products from its other products
D)fuels sales growth through the application of aggressive sales techniques

Question 33

The manufacturer of Country Kitchen Art bowls,spoons,and cutting boards knows marketing can make his company a success.He wants to rely solely on promotion as the technique for attracting customers.He advertises extensively in cooking magazines,offers coupons,and provides retailers who carry his product with attractive displays.From this information,what sort of orientation does Country Kitchen Art have?

A)market
B)societal
C)production
D)sales

Question 34

As it evolves from a credit-card company to one with greater emphasis on electronic payments,Visa is launching its first major rebranding campaign in 20 years.The company's new promotional slogan is "Life Takes Visa." Through the use of this slogan,Visa shows how much it wants to become an integral part of its customers' everyday lives.Which type of orientation is Visa using?

A)market
B)sales
C)product
D)societal

Question 35

Mimi Couturier'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,what should the company do?

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

Question 36

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

A)a modification of the sales presentation
B)product reinvention
C)continuous market research
D)attempts to cut production costs

Question 37

Organizations that sell products that are often unsought (such as life insurance and retirement plans)may find themselves adopting which type of orientation?

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

Question 38

Lululemon has become one of the nation's largest specialty retailers by focusing on the customer's needs and wants.This philosophy is at the heart of which type of orientation?

A)sales
B)market
C)retail
D)production

Question 39

Which of the following statements best describes a sales-oriented business?

A)The company develops its products to meet the needs of specific groups of people.
B)The company's primary goal is profit through customer satisfaction.
C)The company invests the majority of its resources in promoting its products and services.
D)The company is in business to satisfy customers' wants and needs and deliver superior value.

Question 40

When light bulbs were first introduced,manufacturers offered one size for all light fixtures.Today you can buy light bulbs in different shapes,wattages,and colours.Light bulbs also differ as to how much electricity they use and how many hours of illumination they will provide before failing.Which of the following demonstrates how light bulb manufacturers practice the marketing concept?

A)They target only the largest customers.
B)They recognize different customer groups have different needs and wants.
C)They are sales-oriented companies instead of production-oriented companies.
D)They are companies that would state they are in the business of selling all light bulbs.

Question 41

Jewellery 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 organizations have asked jewellers to buy diamonds that are "conflict-free," that is,from South Africa,Australia,or Canada.LeeBrant is one retail jewellery store that sells only diamonds that are certified to be from these countries.One could say that LeeBrant has which of the following type of orientation?

A)production
B)sales
C)societal marketing
D)market

Question 42

Most companies become sensitized to community issues only 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 that Dofasco has which type of orientation?

A)societal marketing
B)sales
C)product
D)philanthropic

Question 43

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

A)Achieving long-term organizational goals is as important as satisfying customers.
B)Customers must be satisfied no matter what the long-term effect on the firm.
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.

Question 44

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

A)sales
B)market
C)ethical business mission
D)societal

Question 45

Shoppers at a supermarket can request Smart Partner cards.A percentage of the amount of money each shopper spends is given to a school the customer has chosen.What type of orientation has the store shown by instituting the Smart Partner program to help local schools?

A)societal marketing
B)supplier
C)sales
D)philanthropic

Question 46

There is no effective way to prove the legality of wood from places like Indonesia,where as much as 80 percent is cut illegally.Retailers like The Home Depot do not want to sell timber from illegally logged forests,even though the demand is great for timber from rainforests.To prove an interest in preserving rainforests,two Indonesian logging companies have developed a bar coding system,which proves the timber was legally acquired.What type of orientation is indicated by this focus on customers' needs?

A)market
B)supplier
C)sales
D)production

Question 47

An expert in library science stated in Library Journal,"What librarians need to tell people is not how wonderful our public libraries are but rather how wonderful they could be." What is the library science expert saying that libraries need to do?

A)be concerned with creating customer value
B)assess what services are most convenient for libraries to offer
C)determine where their talents and abilities lie
D)better promote the libraries books and services

Question 48

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.Recently,Kinko's wrote an environmental vision in which it committed the company to conserving natural resources.With this environmental vision,what type of orientation did Kinko's adopt?

A)societal marketing
B)sales
C)reciprocal exchange
D)production

Question 49

Procter & Gamble decided to address the fact that Chinese Canadian 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 supermarkets,parking mobile mammography vehicles in grocery store parking lots and inviting shoppers in for free X-rays.Tie-ins with local hospitals assured that women with suspicious films got follow-up care.What type of orientation did P&G adopt to achieve this goal?

A)promotional
B)societal marketing
C)customer
D)marketing

Question 50

What does the marketing concept involve?

A)focusing on customers' wants so that the organization can distinguish its product (or products)from the competitors' products
B)selling books at the highest prices that the market will bear with the idea of maximizing profits in the short run
C)selling as much product as possible under the assumption people will buy more goods and services if aggressive selling techniques are used
D)focusing on production in order to increase product quality and lower prices

Question 51

After hearing his company criticized for aggressive selling,the CEO of a company that manufactures products used to care for horses has determined that his company needs to adhere to the marketing concept and implement a market-oriented strategy.Which of the following is the first action the company should take in order to achieve this goal?

A)reorganize the company and make marketing its most important department
B)hire new salespeople to find new customers for its horse care products
C)expand the advertising budget to make potential customers more aware of its products and how they benefit horses
D)create cross-functional teams and instruct them to focus on creating greater customer value

Question 52

What is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits?

A)opportunity cost
B)marketing utility
C)market quality
D)customer value

Question 53

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?

A)producing a good or service at the lowest possible cost
B)simultaneously meeting organization objectives
C)constantly increasing sales volumes
D)applying scientific management techniques to improve efficiency

Question 54

World Wrestling Entertainment (formerly the World Wrestling Federation)is very focused on what its fans want,in terms of product licensing and,more importantly,in terms of plot lines and character development.All of the company's activities are integrated so that no employee ever loses sight of the company's desire to satisfy its fans.What type of orientation does World Wrestling Entertainment have?

A)sales
B)market
C)product
D)societal

Question 55

The manufacturer of Omega brand watches has a market orientation and adheres to 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?

A)hire more salespeople
B)conduct research to determine if its customers' needs have changed
C)increase its advertising to underserved markets
D)increase the number of jewellery stores that carry Omega watches

Question 56

What do market-oriented firms primarily focus their efforts upon?

A)improving the technological skills and competitive advantages of the firm
B)satisfying the wants and needs of their customers
C)achieving the company's societal responsibilities inexpensively
D)distributing goods and services

Question 57

Levi Strauss has developed the Naturals line of jeans that do 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 the Naturals line would be consistent with which type of orientation?

A)societal marketing
B)supplier
C)sales
D)production

Question 58

Rose is a telephone order taker for Brylane,a catalogue retailer of furnishings for bedrooms and baths.A customer called and asked if the sea green in a bedspread she had purchased matched the green in a lamp offered in the newest Brylane catalogue.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.Which type of orientation is illustrated by Rose's actions?

A)societal
B)market
C)sales
D)production

Question 59

Due to consumer concerns about skin cancer and other negative outcomes associated with sun exposure,the trend in sun-care products throughout most of the 1990s was in favour of higher-SPF sunscreens.This seems to be changing now,at least for some target segments.In response to the latest trends of teenagers using baby oil,Crisco,and even motor oil to enhance tanning effects,Coppertone and Hawaiian Tropic have introduced new low-UV-protection products.Giving customers what they want demonstrates which of the following types of orientation?

A)sales
B)sales
C)societal marketing
D)market

Question 60

When a homeowner visited The Home Depot to buy what he thought he needed to fix a leaking toilet,he gathered up materials totalling almost $70.On his way to checkout,an employee asked him what he was 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 which type of orientation?

A)sales
B)market
C)product
D)exchange

Question 61

What should a marketing director do as part of instituting an empowerment program?

A)Put employees through simulation situations in their training
B)Create a customer-service department and place a key staff person in charge of the department.
C)Train the company's staff to judge the quality of the products the firm produces.
D)Allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors.

Question 62

Which of the following strategies entails forging long-term partnerships with customers?

A)commitment selling
B)relationship marketing
C)transactional marketing
D)market engineering

Question 63

Domino's Pizza is offering racing fans a chance to earn points toward NASCAR-branded merchandise via the NASCAR RacePoints loyalty program.Consumers who buy $20 worth of Domino's Pizza will receive 100 NASCAR RacePoints.NASCAR RacePoints will be credited to members' accounts.Racing fans can collect points to earn NASCAR merchandise,including apparel and hats or one-of-a-kind experiences,such as driving a real race car.What is Domino's engaging in?

A)transactional marketing
B)sports distribution- marketing
C)relationship marketing
D)one-to-one marketing

Question 64

The management at Fairmont Hotels has authorized its hotel staff to provide whatever amenity-such as a special magazine or a hypoallergenic pillow-their frequent stayers request as quickly as possible.What is Fairmont management using to provide customer value?

A)relationship selling
B)deregulation
C)empowerment
D)commissioning

Question 65

Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars.The device beams signals to dealers who can remotely diagnose or spot trouble.The device allows car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car.With the device,what can dealers better engage in?

A)management empowerment
B)management-customer synergy
C)relationship marketing
D)transactional marketing

Question 66

Rose is a telephone order taker for Brylane,a catalogue retailer of furnishings for bedrooms and baths.When a customer called and asked if the sea green in a bedspread she had purchased matched the green in a lamp offered in the newest Brylane catalogue,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.What was the most likely result of Rose's efforts?

A)management empowerment
B)retailer-customer synergy
C)customer satisfaction
D)transactional marketing

Question 67

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage.After flying a certain number of miles or flying a specified number of times,the frequent-flyer program participant earns a free flight or some other award such as free lodging.What are airlines that use frequent-flyer programs practising?

A)one-to-one marketing
B)transaction marketing
C)transformational marketing
D)relationship marketing

Question 68

What does Xerox emphasize by replacing at its own expense any dissatisfied customer's equipment within a period of three years after purchase?

A)management empowerment
B)management-customer synergy
C)customer satisfaction
D)transactional marketing

Question 69

What should a retail casket outlet do if it wishes to offer customer value?

A)give the customers more choice in which casket to choose
B)charge $300 for a pine casket instead of the inflated price of $1,000 charged by many funeral homes
C)offer free services to go along with the casket
D)provide customers with only a few casket choices

Question 70

What is created when customer expectations regarding product quality,service quality,and value-based price are met or exceeded?

A)a value line
B)quality products
C)planning excellence
D)customer satisfaction

Question 71

Taxi companies in many large metropolitan areas are requiring newly licensed taxi drivers to undergo a two-day training seminar during which they learn basic etiquette in addition to a familiarity with common landmarks and street names.What is the purpose of this training?

A)to improve customer service
B)to give higher education benefits to employees
C)to promote the company image by increasing public awareness
D)to improve employee satisfaction

Question 72

What gives customers the feeling their concerns are being addressed and,at the same time,gives employees the feeling their expertise matters to management?

A)management-employee synergy
B)positive feedback
C)managerial reciprocity
D)empowerment

Question 73

What is the term for the collaborative efforts of people to achieve common objectives?

A)synergy
B)teamwork
C)empowerment
D)OJT training

Question 74

Many companies are improving plant tours and making store visits more exciting to increase customer loyalty.For example,at the Crayola Factory,kids watch how crayons are made and then play with their favourite colours in a 20,000 square-foot discovery centre.Employees circulate to ensure visitors have a wonderful time.What plays a key role in Crayola's implementation of the marketing concept?

A)customer-oriented personnel
B)a sales orientation
C)a societal marketing orientation
D)customer outreach

Question 75

Some market-oriented firms give employees expanded authority to solve customer problems on the spot.What is this known as?

A)relationship selling
B)deregulation
C)empowerment
D)commissioning

Question 76

Dofasco,Inc.is a Canadian steel manufacturer.According to its CEO,"People can make a phenomenal difference if you stop telling them to come to work,put their brains in a box,and do whatever the supervisor says.We let our employees work in teams."
Refer to Dofasco.This quote implies that as a direct result of employees using more teamwork,Dofascowill be able to do which of the following?

A)operate successfully using a production orientation.
B)provide its customer with a higher level of satisfaction.
C)have lower levels of employee turnover.
D)have higher levels of employee satisfaction.

Question 77

Canada Post 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.Why does FedEx have a higher market share?

A)Canada Post is perceived as offering greater customer value.
B)FedEx is perceived as offering greater customer value.
C)FedEx and Canada Post offer the same customer value.
D)Customer value is not an issue in deciding between FedEx and Canada Post.

Question 78

Canadian Smoked Turkey,Inc.is mail-order business that operates without any advertising.It does not accept credit cards and has no toll-free number for customers to call.It may be old-fashioned but it is also a very profitable company with thousands of loyal customers-some of whom have ordered from Canadian Smoked Turkey every year for the last 50 years.What does Canadian Smoked Turkey probably use to maintain these long-term ties to its customers?

A)reactive marketing
B)synergistic management
C)relationship marketing
D)promotional marketing

Question 79

Which of the following measures would be the best indicator of whether your organization's personnel have a customer orientation?

A)Ask each employee's boss if that person is customer oriented.
B)Assess each employee's impact on the profitability of the firm.
C)Survey customers on how oriented the organization's employees are to customer needs and desires.
D)Assess how well each employee has contributed to the marketing success of the firm by examining every financial statement created by the organization.

Question 80

Shoppers at a supermarket can request Smart Partner cards.A percentage of the amount of money each shopper spends is given to a school the customer has chosen.How is the store using the Smart Partner cards?

A)as a part of its commitment selling
B)as a part of its transaction marketing
C)as a part of its retailer-customer synergy
D)as a part of its relationship marketing