Exam 1: An Overview of Marketing

Chrysler set up a team of special customer-service representatives who assist minivan buyers and who are authorized to solve problems immediately.What were these employees given?

Canon Computer Products has improved the efficiency and productivity of its plant,which manufactures printing technology.For the new fiscal year,the company projects a production increase of 25 percent.It has instructed its sales force to aggressively distribute and promote its printers.The CEO is sure the market will absorb more product if the sales force is determined and assertive.What sort of orientation does Canon appear to have?

Which of the following strategies entails forging long-term partnerships with customers?

Canon Computer Products has improved the efficiency and productivity of its plant,which manufactures printing technology.For the new fiscal year,the company projects a production increase of 25 percent,and has instructed its sales force to aggressively distribute the product.What type of marketing management philosophy is Canon practicing?

Which of the following statements best describes the importance of studying marketing?

The manufacturer of Omega brand watches has a market orientation and adheres to the marketing concept.Which of the following describes the first action the company would most likely take if it learned its customers were dissatisfied with its watches?

Describe a real company that has a societal marketing orientation.

The marketing concept stresses that the social and economic justification for an organization's existence is the satisfaction of customer needs and wants while doing which of the following?

3D Systems is a company that uses computers to generate new product prototypes.It has generated loyal business clients by providing the best customer support in the industry.The company also provides direct sales consultations that give its salespeople intimate knowledge about exactly what its customers want.This partnership between 3D Systems and its customers would be considered relationship marketing.

The management at Fairmont Hotels has authorized its hotel staff to provide whatever amenity-such as a special magazine or a hypoallergenic pillow-their frequent stayers request as quickly as possible.What is Fairmont management using to provide customer value?

Which of the following statements best describes a sales-oriented business?

What must occur for an exchange to take place?

What is customer value? How can marketers make sure customers perceive their companies/products as sources of value?

An expert in library science stated in Library Journal,"It should be fairly clear that librarians do not market and that they never have marketed." He concludes,"What librarians need to tell people is not how wonderful our public libraries are but rather how wonderful they could be." If librarians were to use the marketing concept they would do which of the following?

A market-oriented organization may choose not to deliver the benefits sought by customers because these benefits are not in the best interests of the individual or society.This is termed the societal orientation.What does this concept mean in terms of organizational justification? List three current issues where the societal orientation concept may need to be applied.

The manufacturer of Country Kitchen Art bowls,spoons,and cutting boards knows marketing can make his company a success.He wants to rely solely on promotion as the technique for attracting customers.He advertises extensively in cooking magazines,offers coupons,and provides retailers who carry his product with attractive displays.From this information,what sort of orientation does Country Kitchen Art have?

Marketing is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

A problem facing the timber industry is the absence of any effective way to prove that rainforest timber was legally harvested.In places like Indonesia,as much as 80 percent of timber available for sale was illegally cut.Companies such as The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rainforests.Which of the following conditions required for an exchange to occur is missing when a company tries to sell illegally acquired logs to The Home Depot?

Why is the concept of exchange important to marketing?

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