Exam 1: An Overview of Marketing

In 1995,Chrysler Corporation launched the first complete remake of its minivan category since the firm invented the vehicle category in 1984.The minivans were redesigned with more curves on the outside and more space on the inside.One of Chrysler's goals was to broaden the minivan's appeal beyond the traditional buyer base of practical families.Advertising showed minivans being used to cart everything from senior citizens to canoes."A minivan is for any time,any place,everyone," was one of the promotional slogans used.To reach other customer groups,Chrysler developed a sports version and a short-wheel-base version of the upscale Town and Country model for sophisticated buyers.Chrysler hoped the $2.6 billion vehicle development cost would pay off as the market expanded.However,competitors also began to offer a wider range of sophisticated models,and competition has become fierce. -When Chrysler first launched the minivan,the company offered only one version and was focused on generating sales volume through intensive advertising.This approach suggests the company had which type of orientation?

While most marketing organizations rely on various forms of promotion to succeed,sales-oriented organizations make the most effective use of their entire marketing mix.

Shoppers at a supermarket can request Smart Partner cards.A percentage of the amount of money each shopper spends is given to a school the customer has chosen.What type of orientation has the store shown by instituting the Smart Partner program to help local schools?

Shoppers at a supermarket can request Smart Partner cards.A percentage of the amount of money each shopper spends is given to a school the customer has chosen.How is the store using the Smart Partner cards?

The marketing concept includes a goal orientation to remind managers of which of the following?

How does marketing affect your everyday life? How will the study of marketing enable you to be a better consumer?

The ultimate goal of most market-oriented firms is profitability,which results from satisfying the wants and needs of its consumers.

World Championship Wrestling (WCW),a one-time competitor of the World Wrestling Federation (now known as World Wrestling Entertainment),failed primarily because it set up its matches according to what its wrestlers wanted to do rather than what its fans wanted to see.WCW had a market orientation.

Firms try to achieve customer satisfaction and value by ensuring customer expectations are met or exceeded.

To increase interest in rodeos,the local chapter of the National Rodeo Cowboys Association (NRCA)is offering free roping lessons to students in grades 6 and 7.Which of the following best describes an exchange?

Minor League Baseball suffers from sluggish attendance.To attract more fans to their games,owners often resort to gimmicks-free hot dog nights,events designed to get into the Guinness Book of Records,and celebrity visits.Salesmen for the teams and sports store owners try to push the sales of tickets onto local softball teams,what type of marketing management philosophy are they practicing?

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 close intimate atmosphere it created.The newest thing 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. -The aggressive promotions used by advance men indicate that two decades ago the circuses probably had which type of orientation?

One of the reasons given for the decline of the passenger rail industry is that the industry defined its mission as trains and not as transportation sources.What did the railroad industry fail to do?

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.What are airlines that use frequent-flyer programs practising?

Kinko's copy shops use the equivalent of 10.5 square miles of forest to produce all of the paper needed by the corporation annually.While the company is committed to making a profit,it is also committed to preserving the environment.Recently,Kinko's wrote an environmental vision in which it committed the company to conserving natural resources.With this environmental vision,what type of orientation did Kinko's adopt?

Mimi Couturier'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,what should the company do?

What is the marketing concept? According to the marketing concept,what determines if a sale will actually occur?

Which of the following is a key ingredient in the philosophy of marketing that occurs when people give up something in order to receive something that they would rather have?

What type of orientation to marketing does a firm have if it fails to consider whether what the firm - manufactures most efficiently also meets the needs of the marketplace?

The societal marketing concept considers society's long-term best interests,along with the satisfaction of customers' wants and needs.