Exam 1: An Overview of Marketing

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(n)_____ orientation.

The focus of a production-oriented firm is on what it can make or do best.

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,dealers can better engage in:

Marketers interested in offering customer value can:

_____ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management.

NARRBEGIN: Ritz-Carlton Hotels Ritz-Carlton Hotels Cesar Ritz,the founder of the original Ritz-Carlton,Boston,was known as the "king of hoteliers and the hotelier to kings." Today,there are more than 70 Ritz-Carlton hotels spanning 24 countries with 38,000 employees.These are not typical employees,though.They are described as "Ladies and Gentlemen serving Ladies and Gentlemen." Each employee participates in an intensive orientation program and recertification programs throughout their careers with the company,and many are allowed $2,000 to fix a guest's problem on the spot without managerial approval.So renowned is the Ritz way of doing business that the company offers a Leadership Center for executives and managers of other companies to learn and implement the Ritz way of customer service.It doesn't stop with employees,though.Ritz-Carlton hotels recently launched "Give Back Getaways" in 2008 that allow guests to volunteer in locales where they are vacationing.The hotel also offers "Vow to Help Others" which is a program that donates a portion of a wedding couple's reception costs to those in need.The chief operating officer's words sum up Ritz-Carlton's philosophy best when he stated,"If we really do our job,we really don't need sales anymore.Satisfied guests are your advertising." -Refer to Ritz-Carlton Hotels.Customer-oriented personnel,effective training programs,employees with authority to make decisions and solve problems,and teamwork all work together at Ritz-Carlton to implement which type of strategy?

List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

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

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

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.

Greenberg Smoked Turkey,Inc.,is a nationwide mail-order business that operates without any advertising.It does not accept credit cards,has no toll-free number for customers to call,and does not have a Web site.This hopelessly old-fashioned company is also very profitable with thousands of devoutly loyal customers--some of whom have ordered Greenberg smoked turkeys every year for the last fifty years.Greenberg more than likely uses _____ to maintain these long-term ties to its customers.

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

Only a firm's salespeople need to be customer-oriented.

The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customers' wants and needs while meeting organizational objectives.

Market-oriented firms primarily focus their efforts upon:

Walker Farms has heard from many of its customers that they would like organic produce.As a result Walker Farms became a certified organic farm.Walker realizes that,while not all consumers are willing to pay the higher prices for organic produce,his customers want the organic produce.Walker realized:

The marketing concept involves:

Which of the following occurs when people give up something in order to receive something that they would rather have?

What is the American Marketing Association's (AMA)definition of marketing and what does marketing entail?

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