Exam 1: An Overview of Marketing

A company that sets its goals and strategies based on what the current plant equipment can produce,what products engineering can design,and what the company itself can do best,has a(n)_____ orientation.

Describe a real company that has a societal marketing orientation.

Jacques Torres Chocolate is a factory and retail store in Brooklyn.Its owner is willing to try to produce new products when his customers suggest them-such as chili-pepper laced chocolate candy.His only condition is that when he adds new products,his customers have the final say on whether the product is of any value.According to Torres,"If something doesn't move,that's the last time you see it." The primary goal of Jacques Torres Chocolate is to:

Jacques Torres Chocolate is a factory and retail store in Brooklyn.Its owner is willing to try to produce new products when his customers suggest them-such as chili-pepper laced chocolate candy.His only condition is that when he adds new products,his customers have the final say on whether the product is of any value.According to Torres,"If something doesn't move,that's the last time you see it." By focusing on customers' wants,the chocolate company exhibits a _____ orientation.

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.The aggressive promotions used by advance men indicate that the circuses two decades ago probably had a _____ orientation.

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction.

Which of the following statements about a typical sales-oriented business is true?

If a firm has a production orientation,what types of questions does management ask after assessing its resources? How would these questions differ for a service organization?

A problem facing the timber industry is the absence of any effective way to prove that rain forest timber was legally logged from places like Indonesia,where as much as 80 percent is the product of illegal logging.Companies like The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rain forests.Exchanges between Home Depot and companies that are selling illegally-logged timber will not occur because:

Jacques Torres Chocolate is a factory and retail store in Brooklyn.Its owner is willing to try to produce new products when his customers suggest them-such as chili-pepper laced chocolate candy.His only condition is that when he adds new products,his customers have the final say on whether the product is of any value.According to Torres,"If something doesn't move,that's the last time you see it." Apparently Jacques Torres Chocolate:

When planning a funeral,the most expensive item typically is the casket.Funeral homes commonly show customers only three caskets with people almost invariably choosing the middle-priced one,which tend to cost around $2,200.Many funeral directors describe the lowest-priced model as the "welfare" casket although it is just as serviceable as the more expensive ones.Some funeral directors who do NOT have a _____ orientation actually paint these less expensive caskets ugly colors to lessen the probability they will be purchased.

One way to identify the orientation of a firm is to examine its primary goal.If a firm sells to achieve profitability through sales volume,it would probably be:

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 Chrysler Minivans.The minivans were developed through an extensive investment in research and development to completely redesign the minivans and provide customers with new and updated features.This effort is designed to better meet consumer's wants and needs,and suggests that the company has adopted a _____ orientation.

Encyclopedia Britannica marketed full sets of encyclopedias that cost a minimum of $1,500,weighed 118 pounds and required four and a half feet of shelf space.For many years,the company had successfully sold its products door-to-door and defined its business as a book publisher.Encyclopedia Britannica had a market orientation.

How is marketing important to business?

One of the reasons given for the decline of the passenger rail industry in the United States is the fact the industry defined its mission as trains and not as transportation sources.The railroad industry failed to:

A _____ orientation assumes customers resist buying items that are not essential.It also assumes people will buy more goods and services if aggressive marketing techniques are used.

Indonesian logging companies harvest the rain forests for timber and assume that a market exists for their products.The typical Indonesian logging company has a(n)_____ orientation.

Dofasco,Inc.is a Canadian steel manufacturer.According to its CEO,"People can make a phenomenal difference if you stop telling them to come to work,put their brains in a box,and do whatever the supervisor says.We let our employees work in teams." This quote implies that by using teamwork,Dofasco,:

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 Chrysler Minivans.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 that the company had a _____ orientation.