Exam 1: An Overview of Marketing

A company that sets its goals and strategies based on what its current equipment can manufacture,what its engineering can design,and what the company itself can do best has a(n)_____orientation.​

A sales-oriented firm:

Relationship marketing assumes that many consumers and business customers prefer to have an ongoing relationship with one organization rather than switch continually among providers in their search for value.

The societal marketing orientation extends the marketing concept by acknowledging that some products that customers want may not really be in their best interests or the best interests of society as a whole.

Which of these statements is true about customer relationship management?

Discuss the elements needed to implement successful relationship marketing strategies.

A company that sets its goals and strategies based on what its current equipment can manufacture,what its engineering can design,and what the company itself can do best has a(n)__________orientation.

Which of the following statements is true of customer relationship management?

Which of the following is a difference between a market-oriented firm and a sales-oriented firm?

Consumer's expectations of doing new things with varied kinds of information in ways that create value have resulted in the emergence of _____.​

A market-oriented firm:

A market-oriented organization targets its products at "everybody" or "the average customer."

Filmin Inc.has decided to increase the production of its printers.Filmin does not conduct market research before making its marketing decisions.To ensure profits for the company,Filmin has instructed its marketing force to aggressively advertise and promote its printers.The CEO of Filmin believes that the market will absorb more products if powerful promotion strategies are used.After increasing production of printers,the company plans to reduce the prices of the printers to encourage customers to buy them.Filmin appears to have a__________orientation.

Relationship-management strategies depend on:

Discuss the concept of customer relationship management.

Researchers at PPG Industries Inc.spent considerable time,effort,and money developing a bluish windshield that would let in filtered sunlight but block out heat.PPG had not conducted market research before deciding to design the windshield.Moreover,the windshield is priced higher compared to the other brands.The company has now introduced the windshield in the market and is hoping that the customers will like it.PPG most likely has a(n)_____orientation.​

Which of the following questions which companies consider is best aligned with the production orientation philosophy?

A production-oriented firm focuses on its internal capabilities.

What is customer value? What are the six ways marketers can make sure customers perceive their companies/products as sources of value?

A local grocer groups his customers into specific groups based on what they buy and when they shop.The grocer then schedules shipments of specific items based on these customer segments and offers different promotions to different customer groups.This is an example of customer relationship management.