Exam 1: An Overview of Marketing

ICT stands for information and customer technologies,which states Telekom's market orientation.

A market orientation assumes that sales depend on aggressive sales techniques.

In setting a corporate goal for itself in order to satisfy its broad constituency of stakeholders,which of the following is not explicitly stated?

Unlike a production-orientated firm,a firm embracing a sales orientation focuses on customer wants and needs so it can develop the best product at the lowest cost that will require very little selling effort.

Kellogg's gives consumers the chance to receive a free DVD.Consumers who buy five boxes of specially marked cereal can cut out the coupons and mail in their completed official form to get a free DVD.Kellogg's is engaging in:

Harley-Davidson According to Harley-Davidson management,the company does not sell motorcycles or riding gear.Instead,according to H-D's mission statement,the company is in the business of "fulfilling dreams." Over the years,H-D has developed a business culture that it describes as "Harleyness." Prospective employees are screened to determine if they have the cultural fit.The company encourages employees to own and use the same types of motorcycles used by customers.Harley people ride their bikes to work and spend vacations touring and attending rallies with fellow Harley riders.Maintaining a strong relationship with customers is engrained in H-D culture.When a person buys a Harley-Davidson motorcycle,he or she receives a free 1-year membership to the Harley Owners Group (HOG),which was developed in 1983 as a program to keep people active with their Harley.Simultaneously,it keeps the company close to its customer.Through HOG,the company supports rallies,club meetings,and weekend parties featuring free food and drink.H-D executives routinely attend bike rallies across the country to stay in touch with Harley-Davidson customers and enthusiasts.H-D employees want to hear first-hand from fellow riders about great riding experiences-or problems-they might have had.And they're able to tell those riders,"I know what you mean." Because those employees are riders too. -Refer to Harley-Davidson.A Harley-Davidson rider attending a bike rally in Sturgis,South Dakota approached an H-D employee with a complaint about a defective engine part.The H-D employee immediately made arrangements for the part to be shipped to the rally at no charge to the customer.The fact that H-D employees have the authority to solve customers' problems quickly illustrates that these employees are given:

From a marketing standpoint organizational focus,what did Nestlé do right in doing the wrong thing-by letting the social media disaster do more damage to its reputation than selling Twix candy bars?

Which of the following is not one of the essential skills that the Girl Scout cookie program seeks to develop in scouts?

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,allowing 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:

Harley-Davidson According to Harley-Davidson management,the company does not sell motorcycles or riding gear.Instead,according to H-D's mission statement,the company is in the business of "fulfilling dreams." Over the years,H-D has developed a business culture that it describes as "Harleyness." Prospective employees are screened to determine if they have the cultural fit.The company encourages employees to own and use the same types of motorcycles used by customers.Harley people ride their bikes to work and spend vacations touring and attending rallies with fellow Harley riders.Maintaining a strong relationship with customers is engrained in H-D culture.When a person buys a Harley-Davidson motorcycle,he or she receives a free 1-year membership to the Harley Owners Group (HOG),which was developed in 1983 as a program to keep people active with their Harley.Simultaneously,it keeps the company close to its customer.Through HOG,the company supports rallies,club meetings,and weekend parties featuring free food and drink.H-D executives routinely attend bike rallies across the country to stay in touch with Harley-Davidson customers and enthusiasts.H-D employees want to hear first-hand from fellow riders about great riding experiences-or problems-they might have had.And they're able to tell those riders,"I know what you mean." Because those employees are riders too. -Refer to Harley-Davidson.Harley-Davidson's customer-driven approach embodies an organization-wide commitment to service and support so that customers attain benefits relative to the price they pay for the product.Which element of an organization's focus is this commitment satisfying?

Discuss the elements needed to implement successful relationship marketing strategies.

Starbucks Loyalty Rewards The first Starbucks opened in 1970 in Seattle,Washington.The demand for its coffee grew,and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30-year history,Starbucks has never given out coupons for its coffee.Starbucks needed only to make its coffee and customers came.Recently,consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer response blog to learn more about what consumers expect from Starbucks.One of the most common requests was for a customer rewards program.In response,Starbucks started My Starbucks Rewards,which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization,and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping that these improvements will restore customers' loyalty and confidence. -Refer to Starbucks.The creation of a consumer response blog is an example of _____.

A homeowner called Handyman Direct to replace a noisy bathroom exhaust fan.When the repairman arrived at the home and examined the fan,he convinced the homeowner that the fan simply needed to be cleaned and oiled rather than replaced.This would fix the problem better than replacing the fan-with less trouble and less expense.This sort of discussion between employees and customers is commonplace at Handyman Direct and indicates the business has a(n)_____ orientation.

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

The societal marketing concept considers society's long-term best interests along with the satisfaction of customers' wants and needs.

All of the following are marketing management philosophies EXCEPT:

The _____ orientation assumes people will buy more if aggressive selling techniques are used.

In purchasing palm oil for its candy bars from a nonsustainable supplier,which level in the pyramid of corporate responsibility did Nestlé neglect?

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

Procter & Gamble (P&G)decided to address the fact that Hispanic 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 the supermarket,parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays.Tie-ins with local hospitals assured that women with suspicious films got follow-up care.P&G adopted a _____ orientation to achieve this goal.