Exam 1: An Overview of Marketing

Target shoppers can enroll in the Take Charge of Education® program so that Target will donate 1 percent of purchases made with a consumer's REDcard,a Target credit card.The more money customers spend,the larger the donation to the consumer's school of choice.By instituting the Take Charge of Education® program to help local schools,Target has shown a _____ orientation.

Why does Telekom follow guidelines issued by the Global Reporting Initiative (the GRI is an NGO based in Amsterdam)in auditing its sustainability performance?

If we think of the Girl Scouts,a nonprofit organization,as a sales-oriented organization,what is its primary goal in selling cookies?

What percentage of the civilian workforce in the United States performs marketing activities?

Explain how marketing affects consumers' everyday life.How will the study of marketing enable you to be a better consumer?

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

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

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 fact that management realized that coffee drinkers had different needs,whether it be using coupons,wanting a milder brew of coffee,or watching free Wi-Fi,shows that Starbucks is now using a _____-oriented approach.

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.To exhibit a societal marketing orientation,circuses could:

Redefining the business mission of a mattress manufacturer as "a good night's sleep" rather than stating the mission as "the manufacture of high-quality mattresses" will:

In the early 1920s,Ford promised its customers any color vehicle they wanted as long as it was black.Ford's management assumed anyone buying a car would accept the color black,so it made products affordable by offering only one variety in large quantities.Ford is an example of a market-oriented firm.

Every cup of Dannon Yogurt contains a letter under the lid seal.Customers who collect lids and spell certain words win a prize if they send the letters and the official order form back to Dannon.Within 90 days,these customers will receive the prize of their choice.A(n)_____ will occur when a customer mails in his or her lid seals for a prize.

A sales-oriented organization seeks to achieve profitability through:

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 color than the current models on the market.This scenario suggests PPG most likely has a(n)_____ orientation.

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.For more than 30 years,Starbucks held the orientation of "If we build it,they will come." This philosophy is most in line with a _____ orientation.

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

There are several important reasons to study marketing.Name three of these reasons.

TUFF SHED,Inc.is one of the leading suppliers of installed storage buildings and garages in the United States.TUFF SHED mandates that sales,management,and construction teams work together to anticipate and eliminate potential problems.They make sure customers get the right buildings for their needs,and they all are built well and in a timely manner.By using teamwork,TUFF SHED:

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.One of the tent venues is called Barnum's Kaleidoscope,and it is in a permanent location with the hopes that people who see the show will want to return and see it again as well as bring their friends and relatives to the production.Which of the following techniques would most likely advance this strategy of referrals and repeat business?

_____ is the collaborative efforts of people to achieve common objectives.