Exam 1: An Overview of Marketing

An organization with a(n)_____ believes that it exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

Researchers at PPG Industries spent considerable time,effort,and money developing a bluish windshield that would let in filtered sunlight but block out the heat.Little market research was done,but the scientists were convinced that this new product would be significantly better than existing windshields even though they were more expensive and of a different color than the current models on the market.PPG most likely has a(n)_____ orientation.

Achieving a market orientation involves:

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.In 1997,Kinko's wrote an environmental vision in which it committed the company to conserving natural resources.With this 1997 environmental vision,Kinko's adopted a _____ orientation.

The main focus of a marketing-oriented firm is:

_____ is the collaborative efforts of people to achieve common objectives.

What gives customers the feeling that their concerns are being addressed and gives employees the feeling that their expertise matters?

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.By instituting the Smart Partner program to help local schools,Ingles has shown a _____ orientation.

Organizations that sell unsought products like cemetery plots may find themselves adopting a _____ orientation because the companies are marketing products that most people do not want.

Redefining the business mission of a mattress manufacturer as "a good night's sleep," rather than stating the mission as "the manufacture of high-quality mattresses," will:

Rose is a telephone order taker for Brylane,a catalog retailer of furnishings for bedrooms and baths.A customer called and asked if the sea green in a bedspread that she had purchased matched the green in a lamp that was being offered in the newest Brylane catalog.Rose got the potential customer's phone number,went out to the warehouse,located the items,determined they did not match,and called the potential customer to tell her that information.Rose showed a(n)_____ orientation.

Mimi Couturier is a design company that specializes in formalwear for women.The company is known for challenging fashion mores.The company's fashion innovators use computer-assisted design software to create what they think women should wear.The company regularly hires industry experts to examine construction work areas to find waste and inefficiencies that can be eliminated.Its fashion innovators have 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 work force.To avoid this occurrence in the future,the company should:

For many years,Procter & Gamble (P&G)viewed its Ivory soap as just plain old soap-and not as a cleansing product that could provide other benefits as well.When it came to Ivory soap,P&G focused on how well it made the soap and not on what customers wanted from a bar of soap.It had a _____ orientation.

The objective of one-to-one marketing is to:

A market-oriented organization targets its products to the average customer.

Wal-Mart has become the leading discount retailer in the United States and the world by focusing on the customer's needs and wants.This philosophy is at the heart of a _____ orientation.

Salespeople who work for market-oriented organizations are generally perceived by their customers to be order takers.

In order for exchange to occur,:

The management at Canadian Pacific (CP)Hotels has authorized its hotels' staffs to provide whatever amenity--such as a special magazine or a hypoallergenic pillow--their frequent stayers request as quickly as possible.This is an example of:

In the early 1920's,Ford promised their customers any color that they wanted as long as it was black.Ford's management assumed that anyone buying a car would accept the color black,so it made products affordable by offering only one variety in large quantities.Ford is an example of a market-oriented firm.