Exam 1: An Overview of Marketing

At www.mystarbucksidea.com customers are encouraged to share their ideas and thoughts about how Starbucks can better serve their customers.Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee.So Starbucks instituted the Starbucks Reward program with money saving benefits to their Starbuck card-holders.Starbucks is an example of a company with a _____ oriented philosophy.

One of the reasons given for the decline of the passenger rail industry in the United States is that the industry defined its mission as trains and not as transportation sources.The railroad industry failed to:

Explain the societal marketing orientation and describe an example of a company implementing this orientation.

Describe the concept of exchange and list the five conditions that must be satisfied for exchange to occur.If all conditions are met,does that guarantee exchange will occur? Explain why or why not.

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction.

The sales and market orientations differ on all of the following characteristics EXCEPT:

Marketing is defined as producing,promoting,and selling products.

Which marketing management philosophy focuses on the question,"How can we sell more aggressively?"

The Ritz Carlton has Service Values which guide employees in providing its Gold Standard service.One of the service values states "I own and immediately resolve guest problems." The Ritz Carlton management uses _____ to provide customer service.

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.

Sara Lee Industries spent considerable money and time developing a crustless bread.Prior to the introduction,the company had not conducted market research among its customers,but it was confident that its science and technology department had produced a successful new product.Based on this example,Sara Lee is a good example of a production-oriented company.

The concept of exchange is important to marketing because:

NARRBEGIN: Circuses Circuses As recently as twenty years ago circuses came to town with tents,animals,clowns,and other performers.An advance man arrived about two weeks before the circus actually arrived,covered the community with posters,and gave out free tickets to schoolchildren.If the advance man had done a good job,when the circus arrived and opened its tent doors,three hundred to six hundred people would fill its seats.When the largest circus organizations merged,the newly formed Ringling Bros.and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas. Attendance,however,has stagnated in recent years.People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created.The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.Antique circus wagons,calliope music,and cotton candy are replacing the exotic animals and the prima donna performers.To satisfy the needs of this new audience,the tent circus now sells lattes and wine. -Refer to Circuses.Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction.They have adopted a _____ orientation.

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

As part of instituting an empowerment program,a marketing director should:

According to the American Marketing Association,marketing is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

_____ is the primary tool used by a sales-oriented organization to achieve its corporate goals.

Which marketing management philosophy focuses on the question,"What can we make or do best?"

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.

The American Marketing Association's definition of marketing: