Exam 1: An Overview of Marketing

SCENARIOS Chrysler Minivans In 1995,the Chrysler Corporation launched the first complete remake of its minivan category since the firm invented the vehicle category in 1984.The minivans were designed with more curves on the outside and more space on the inside.One of Chrysler's goals for remaking the minivan 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. -Refer to Circuses.To exhibit a societal marketing orientation,circuses could:

_____ is the primary tool used by a sales-oriented organization to achieve its corporate goals.

Approximately three-fourths of the U.S.civilian work force performs marketing activities.

The owner of a company that produces copy paper once said,"People buy whatever copy paper is the cheapest,so I spend my time trying to find ways I can cut my price." This owner has a _____ orientation towards marketing.

If a company uses a sales orientation,consumer complaints would most likely result in:

Discuss the differences between sales and market orientations using the following five characteristics as guidelines: (1)organization's focus,(2)business the organization is in,(3)people to whom the product is directed,(4)the organization's primary goal,and (5)tools used to achieve that goal.

An exchange cannot take place unless each party in the exchange has something that the other party values.

Shoppers at an Ingles supermarket can request Smart Partner cards.Before their purchases are rung up at the checkout,customers give the cards to the checkout person who swipes the cards.Then a percentage of the amount of money each shopper spent is given to a school the customer has chosen.The more money customers spend,the larger the donation to local educational institutions.Ingles uses the Smart Partner cards as a part of its:

For years,the slogan used in all the advertising done by British Airways was "Putting people first." In this short phase,British Airways has captured the idea of:

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

There are five conditions that must be satisfied for an exchange to take place.However,even if all of these conditions are met,exchange may not necessarily take place.Give an example of a situation in which all conditions are met,but exchange does not take place.Can marketing occur,even if an exchange does not take place? Why or why not?

Marketing is a job that should be handled by marketers.People in management,accounting,and finance should focus on their own specialties.

A key ingredient in the philosophy of marketing is _____,or the idea that people give up something in order to receive something that they would rather have.

SCENARIOS Chrysler Minivans In 1995,the Chrysler Corporation launched the first complete remake of its minivan category since the firm invented the vehicle category in 1984.The minivans were designed with more curves on the outside and more space on the inside.One of Chrysler's goals for remaking the minivan 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. -Refer to Wartime Cartoons.Wartime cartoons have been described as positive propaganda because they created a spirit of cohesiveness and the message that all Americans could participate in the war effort.By enhancing the long-term best interests of the United States,the wartime cartoonists actually showed a _____ orientation.

The marketing concept includes a goal orientation to remind managers that:

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

One-to-one marketing is a form of:.

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

Marketing is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Firms with a _____ orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.