Exam 1: An Overview of Marketing

The engineer entrepreneur that has set up a company to manufacture and market all-terrain vehicles has decided that a sales orientation would suit his new company the best.What are important considerations for this firm when it adopts this orientation? What are potential pitfalls of this orientation?

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

The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customer's wants and needs while meeting organizational objectives.

Is the following statement true? "A production-orientation is always harmful to relationship marketing." Explain your answer.

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

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

Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars.The device beams signals to dealers who can remotely diagnose or spot trouble.The device allows car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car.With the device dealers can better engage in:

The concept of exchange is important to marketing because:

The key term in the American Marketing Association's definition of marketing is:

Which of the following statements about the societal orientation is true?

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.Airlines that use frequent-flyer programs are practicing:

The marketing concept and market orientation recognize that:

Kaj Heche wants to sell a Model T Ford that he inherited from his grandfather.A preliminary investigation has shown many people would be interested in this type of automobile.He has taken out an advertisement in his local trade paper and provided customers with a toll-free number to make an appointment to drive the car.He has also read in the auto trade papers that similar cars to the one that he owns are selling for about $4,000.Before selling his Model T,what else should Heche find out?

Both production and sales orientations are focused inward on the organization's needs.

Sara Lee Industries spent considerable money and time developing a crustless bread.The company has not conducted market research among its customers,but it was confident that its science and technology department had produced a successful new product.Based on this example,Sara Lee is a good example of a production oriented company.

If the local chapter of the American Red Cross sponsors a free lifesaving course,city residents will not have to pay to take the class.An exchange will take place because:

The manufacturer of Rossignol brand skis has a market orientation and adheres to the marketing concept.Most likely,the company would react to consumer dissatisfaction by first:

A marketing-oriented firm defines its business in terms of the benefits it offers to its customers.

Only a firm's salespeople need to be customer-oriented.

The manufacturer of MaMa Haman's peach salsa knows marketing can make her company a success.She wants to rely solely on promotion as the technique for attracting customers.She advertises extensively in cooking magazines,offers coupons,and provides retailers who carry her product with attractive displays.From this information,you know that the business has a _____ orientation.