Exam 1: An Overview of Marketing

What is the fundamental objective of most businesses?

A problem facing the timber industry is the absence of any effective way to prove that rain forest timber has been legally harvested.In places like Indonesia,as much as 80 percent of timber available for sale is illegally cut.Companies like The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rain forests.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?

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

Girl Scout cookies are sold to benefit a not-for-profit.So,no marketing is really involved.

The Ritz-Carlton has Service Values that 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.

Explain the career opportunities offered by marketing.

Life is good® developed the "Good Karma" line of environmentally friendly 100% organic cotton apparel.The production of the Good Karma line is consistent with a _____ orientation.

Until it was accused by Green Peace of deforestation,Nestlé had no prior controversies surrounding its corporate ethical behavior.

Fujifilm 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.Fujifilm appears to have a _____ orientation.

Name and describe the four marketing management philosophies.

As part of its customer service,Telekom is a full-service green company so that customers can effortlessly participate without changing their own personal behaviors.

A company that 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,has a(n)_____ orientation.

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.

Sales-oriented firms tend to focus on long-term relationships,whereas market-oriented firms focus primarily on short-term relationships.

Circuses As recently as 20 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,300 to 600 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 intimate atmosphere it created.The newest trend 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.The circus's goal of redesigning the circus experience is being completed through the coordination of many marketing activities,such as value pricing,a product that includes exciting performances,tent venue locations,and promotion.These activities make up the _____ for the circuses.

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.Customer-oriented personnel who ride the products they make and sell,sponsorship of motorcycle clubs and parties,and employee attendance at bike rallies all work together at Harley-Davidson to implement which type of strategy?

Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome,which is 100 percent recyclable.This is an example of a _____ 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.

When Girl Scout councils shifted their focus onto better business approaches and skill development in selling their cookies,even enlisting consultants and hosting sales training seminars,which market philosophy would you say this represents first?

A market-oriented firm defines its business in terms of: