Question 1

A firm that adopts a(n)_____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

Accepted Answer

A) customer 
B) exchange 
C) product 
D) market 
E) production 
A) customer 
B) exchange 
C) product 
D) market 
E) production

Question 2

The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customers' wants and needs while meeting organizational objectives.

Accepted Answer

A) True 
 B)False

Question 3

A firm with a production orientation is most likely to survive if:

Accepted Answer

A) there are many small competitors in the marketplace. 
B) demand for the product it produces exceeds supply. 
C) the needs of the marketplace are constantly shifting. 
D) supply for the product it produces exceeds demand. 
E) any of these conditions exist. 
A) there are many small competitors in the marketplace. 
B) demand for the product it produces exceeds supply. 
C) the needs of the marketplace are constantly shifting. 
D) supply for the product it produces exceeds demand. 
E) any of these conditions exist.

Question 4

Mimi Couturier is a design company that specializes in formalwear for women.The company is known for challenging fashion mores.The company's fashion designers use computer-assisted design software to create what it thinks women should wear.The company regularly hires industry experts to examine its factories to find waste and inefficiencies that can be eliminated.The company has expanded the number of products it offers for sale many times.However,for the last two years Mimi Couturier has lost money,and it has had to lay off some of its workforce.To avoid this occurrence in the future,Mimi Couturier should:

Accepted Answer

A) hire more retail efficiency experts to trace down any production problems. 
B) increase its sales force to find more potential customers for the firm. 
C) have someone study its target market to see what needs and wants should be met by Mimi Couturier. 
D) cut prices so that its prices will be at least 10 percent below those of its competitors. 
E) design more sophisticated products that use the latest computer-aided techniques. 
A) hire more retail efficiency experts to trace down any production problems. 
B) increase its sales force to find more potential customers for the firm. 
C) have someone study its target market to see what needs and wants should be met by Mimi Couturier. 
D) cut prices so that its prices will be at least 10 percent below those of its competitors. 
E) design more sophisticated products that use the latest computer-aided techniques.

Question 5

Even if the Twix commercial parody infringed on its copyright,Nestlé should have allowed it to remain because that would be doing the "right thing"-that is,it would show corporate social responsibility.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following would you expect to read in Telekom's mission statement?

Accepted Answer

A) Telekom is above all a green company. 
B) Telekom means sustainability. 
C) Telekom seeks to integrate all its resources into the welfare of his customers. 
D) Telekom desires to be the most innovative and efficient telecommunications provider in its market. 
E) Telekom is an environmentally friendly company that serves its investors. 
A) Telekom is above all a green company. 
B) Telekom means sustainability. 
C) Telekom seeks to integrate all its resources into the welfare of his customers. 
D) Telekom desires to be the most innovative and efficient telecommunications provider in its market. 
E) Telekom is an environmentally friendly company that serves its investors.

Question 7

Otis places an ad in the local newspaper stating that his used Chevrolet is for sale for $4000.Unfortunately,no one purchased Otis's used car.Therefore,he did not engage in marketing.

Accepted Answer

A) True 
 B)False

Question 8

Girl Scouts in Atlanta used demographics to identify residential areas with the right discretionary income to spend on cookies.This is an example of a sales-market orientation.

Accepted Answer

A) True 
 B)False

Question 9

By creating cookies geared toward specific markets,such as Dulce de Leche,the Girl Scouts tried to provide a good that people did not want.

Accepted Answer

A) True 
 B)False

Question 10

Once accused by Greenpeace,Nestlé chose not to exercise any ethical responsibility.

Accepted Answer

A) True 
 B)False

Question 11

The concept of exchange is important to marketing because:

Accepted Answer

A) if all the conditions for an exchange are in place,then the exchange will be completed. 
B) exchange provides money to marketers. 
C) marketing activities help to create exchange. 
D) marketing activities are a requirement for exchange to take place. 
E) money is the only medium of exchange for business marketers. 
A) if all the conditions for an exchange are in place,then the exchange will be completed. 
B) exchange provides money to marketers. 
C) marketing activities help to create exchange. 
D) marketing activities are a requirement for exchange to take place. 
E) money is the only medium of exchange for business marketers.

Question 12

Some market-oriented firms give employees expanded authority to solve customer problems on the spot.This is known as:

Accepted Answer

A) training. 
B) deregulation. 
C) empowerment. 
D) commissioning. 
E) mediating. 
A) training. 
B) deregulation. 
C) empowerment. 
D) commissioning. 
E) mediating.

Question 13

Telekom's commitment to sustainability can be translated into bottom line performance.

Accepted Answer

A) True 
 B)False

Question 14

Consider the following statement: "Relationship marketing is not possible in a firm embracing a production orientation." Do you agree or disagree with this statement? Explain your answer.

Accepted Answer

A company with a production orientation

Question 15

One way to identify the orientation of a firm is to examine its primary goal.If a firm seeks to achieve profitability through sales volume,it would probably be:

Accepted Answer

A) promotion-oriented 
B) price-oriented 
C) sales-oriented 
D) production-oriented 
E) retail-oriented 
A) promotion-oriented 
B) price-oriented 
C) sales-oriented 
D) production-oriented 
E) retail-oriented

Question 16

A company that has a market orientation and adheres to the marketing concept does NOT:

Accepted Answer

A) integrate all the activities of the firm to satisfy customer wants. 
B) focus on consumer needs and wants. 
C) differentiate the firm's products from its competitor's products. 
D) fuel sales growth through the application of aggressive sales techniques. 
E) concentrate on long-term goal achievement (such as profits and growth)for the firm. 
A) integrate all the activities of the firm to satisfy customer wants. 
B) focus on consumer needs and wants. 
C) differentiate the firm's products from its competitor's products. 
D) fuel sales growth through the application of aggressive sales techniques. 
E) concentrate on long-term goal achievement (such as profits and growth)for the firm.

Question 17

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.Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction.They have adopted a _____ orientation.

Accepted Answer

A) societal 
B) selling 
C) production 
D) market 
E) retail 
A) societal 
B) selling 
C) production 
D) market 
E) retail

Question 18

Explain how marketing is both a philosophy and a set of activities.

Accepted Answer

The first facet of marketing is its phil

Question 19

When the Girl Scouts of Nassau County,New York,enlisted the advice of professional sales trainer Jeff Goldberg,he emphasized __________ ,the same thing he tells adult sales forces when he teaches them.

Accepted Answer

A) market orientation 
B) professionalism 
C) brand focus 
D) goal setting 
E) all of the above 
A) market orientation 
B) professionalism 
C) brand focus 
D) goal setting 
E) all of the above

Question 20

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction.

Accepted Answer

A) Planning strategy 
B) Customer management 
C) Marketing 
D) A control system 
E) Reciprocity 
A) Planning strategy 
B) Customer management 
C) Marketing 
D) A control system 
E) Reciprocity

A firm that adopts a(n)_____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customers' wants and needs while meeting organizational objectives.

A firm with a production orientation is most likely to survive if:

Even if the Twix commercial parody infringed on its copyright,Nestlé should have allowed it to remain because that would be doing the "right thing"-that is,it would show corporate social responsibility.

Which of the following would you expect to read in Telekom's mission statement?

Otis places an ad in the local newspaper stating that his used Chevrolet is for sale for $4000.Unfortunately,no one purchased Otis's used car.Therefore,he did not engage in marketing.

Girl Scouts in Atlanta used demographics to identify residential areas with the right discretionary income to spend on cookies.This is an example of a sales-market orientation.

By creating cookies geared toward specific markets,such as Dulce de Leche,the Girl Scouts tried to provide a good that people did not want.

Once accused by Greenpeace,Nestlé chose not to exercise any ethical responsibility.

The concept of exchange is important to marketing because:

Some market-oriented firms give employees expanded authority to solve customer problems on the spot.This is known as:

Telekom's commitment to sustainability can be translated into bottom line performance.

Consider the following statement: "Relationship marketing is not possible in a firm embracing a production orientation." Do you agree or disagree with this statement? Explain your answer.

One way to identify the orientation of a firm is to examine its primary goal.If a firm seeks to achieve profitability through sales volume,it would probably be:

A company that has a market orientation and adheres to the marketing concept does NOT:

Explain how marketing is both a philosophy and a set of activities.

When the Girl Scouts of Nassau County,New York,enlisted the advice of professional sales trainer Jeff Goldberg,he emphasized __________ ,the same thing he tells adult sales forces when he teaches them.

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction.

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters

Exam 1: An Overview of Marketing

A firm that adopts a(n)_____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customers' wants and needs while meeting organizational objectives.

A firm with a production orientation is most likely to survive if:

Even if the Twix commercial parody infringed on its copyright,Nestlé should have allowed it to remain because that would be doing the "right thing"-that is,it would show corporate social responsibility.

Which of the following would you expect to read in Telekom's mission statement?

Otis places an ad in the local newspaper stating that his used Chevrolet is for sale for $4000.Unfortunately,no one purchased Otis's used car.Therefore,he did not engage in marketing.

Girl Scouts in Atlanta used demographics to identify residential areas with the right discretionary income to spend on cookies.This is an example of a sales-market orientation.

By creating cookies geared toward specific markets,such as Dulce de Leche,the Girl Scouts tried to provide a good that people did not want.

Once accused by Greenpeace,Nestlé chose not to exercise any ethical responsibility.

The concept of exchange is important to marketing because:

Some market-oriented firms give employees expanded authority to solve customer problems on the spot.This is known as:

Telekom's commitment to sustainability can be translated into bottom line performance.

Consider the following statement: "Relationship marketing is not possible in a firm embracing a production orientation." Do you agree or disagree with this statement? Explain your answer.

One way to identify the orientation of a firm is to examine its primary goal.If a firm seeks to achieve profitability through sales volume,it would probably be:

A company that has a market orientation and adheres to the marketing concept does NOT:

Explain how marketing is both a philosophy and a set of activities.

When the Girl Scouts of Nassau County,New York,enlisted the advice of professional sales trainer Jeff Goldberg,he emphasized __________ ,the same thing he tells adult sales forces when he teaches them.

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction.

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters