Exam 1: An Overview of Marketing

An entrepreneur has set up a company to manufacture and market GPS systems for hunters.He has decided a sales orientation would best suit his new company.What are important considerations for this firm when it adopts this orientation? What are potential pitfalls of this orientation the owner needs to understand?

The fundamental objectives of most businesses are survival,profits,and growth.

After hearing his company criticized for its failure to respond to consumer needs,the CEO of a bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy.Which of the following actions would be the best approach in achieving this goal?

If Nestlé's supply-chain and/or marketing managers had performed a SWOT analysis of its supply sources for palm oil,it could have foreseen that Greenpeace might have taken the action it did.

Telekom,in finding ways to benefit its stakeholders,exercises __________ as a guiding principle.

The Geek Squad is a tech support station located inside every Best Buy electronics retail store.Best Buy gives intensive training to the Geeks.The purpose of this training is to:

One of the reasons given for the decline of Britannica is that the firm defined its business as publishing books instead of providing information.Britannica failed to:

Salespeople who work for market-oriented organizations are generally perceived by their customers as problem solvers and important links to supply sources and new products.

A marketing consultant hired by the Girl Scouts suggests they justify the smaller boxes of cookies as "portion control" packaging to combat obesity.Would this be in keeping with the Girl Scouts strategies of selling more cookies and its broader purpose of teaching scouts?

Indonesian logging companies harvest the rain forests for timber and assume that a market exists for their products.The typical Indonesian logging company has a(n)_____ orientation.

Current trends indicate that more customers are becoming concerned about the environment each year and are trying to buy environmentally friendly products.

Which of the following statements about the societal orientation is FALSE?

Explain how marketing is important to business and society.

How could Nestlé have better anticipated its mistake with social media in triggering a more widespread boycott?

Which of the following is the customers' evaluation of a good or service in terms of whether that good or service has met their needs and expectations?

Greenberg Smoked Turkey,Inc.is a nationwide mail-order business that operates without any advertising.It does not accept credit cards,has no toll-free number for customers to call,and does not have a Web site.This hopelessly old-fashioned company is also very profitable with thousands of devoutly loyal customers--some of whom have ordered Greenberg smoked turkeys every year for the last 50 years.Greenberg more than likely uses _____ to maintain these long-term ties to its customers.

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

The focus of a production-oriented firm is on what it can make or do best.

Most successful relationship marketing strategies depend on:

The marketing concept involves: