Exam 1: An Overview of Marketing

StoryBlox creates and markets handmade wooden toys,which it sells to retailers in the Midwest.The company's management believes its retail customers will stock more toys if its salespeople use aggressive marketing techniques,so the company provides strong incentives for salespeople and promotional allowances to resellers to get distribution for its toys.In other words,the company has a _____ orientation.

Marketers interested in offering customer value can:

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage.After flying a certain number of miles or flying a specified number of times,the frequent-flyer program participant earns a free flight or some other award such as free lodging.Airlines that use frequent-flyer programs are practicing:

A company adhering to the marketing concept will likely take which of the following steps if it learned that its customers were dissatisfied with its product?

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 which projects to improve the local environment will be implemented.This annual community-wide meeting indicates Dofasco has a _____ 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.Which of the four conditions did NOT exist in the minds of the Starbucks consumer,resulting in declining sales?

Jewelry stores want to provide their customers with the highest quality of diamonds available at the lowest possible prices.Unfortunately,the lowest priced diamonds these days are sold by African rebels who use the profits to engage in genocide.Human rights organization have asked jewelers to buy diamonds that are "conflict free"--that is,from South Africa,Australia,or Canada.LeeBrant is one retail jewelry store that sells only diamonds that are certified to be from these countries.LeeBrant is exhibiting which marketing management orientation?

Which marketing management philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product?

Girl Scouts selling cookies doesn't teach real marketing because Girl Scout cookies aren't something people really need.

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

At the Sears web site,customers can chat on-line with customer service representatives while shopping.This live help allows customers to have questions answered before placing an order.This focus on meeting customer needs illustrates that Sears has a(n)_____ orientation.

Because Charlene works the late shift,she really loves TiVo because it allows her to watch her favorite TV shows on her own schedule.TiVo provides what element of value to Charlene?

Martina spent $30 at the grocery store this afternoon.About how much of that sum paid for marketing costs?

Sales-oriented firms usually rely more heavily on promotion alone than do market-oriented firms.

A sustainable behavior that Telekom encourages in its customers might mean paying more for an environmentally friendly phone that has its recycle fee built into its cost.

SAP,the world's largest business software company,has pledged to put the "customer at the center" of their universe.SAP has captured the idea of:

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 _____ orientation.

Toyota found that consumers wanted cars to last longer and be more environmentally friendly.GM,however,enjoyed being the top U.S.car producer and focused more on how many cars and trucks it could manufacture,not on what customers wanted from a vehicle.GM had more of a _____ orientation.

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

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.Based on the description of the company,Harley-Davidson most likely does all of the following EXCEPT: