Exam 1: An Overview of Marketing

Lawler Landscaping Company sells all kinds of ornamental plants.Lawler's management believes that its customers will buy more plants if its salespeople use aggressive marketing techniques because ornamental plants are nonessential items for most homeowners.In other words,the company has 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.Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction.They have adopted a _____ orientation.

As part of instituting an empowerment program,a marketing director should:

Levi Strauss has developed Naturals line of jeans that do not use any chemical dyes to color the pants.Consumers liked the look of the pants,and Levi's use of all-natural dyes is good for the environment.The production of the Naturals line would be consistent with 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.One of the tent venues is called Barnum's Kaleidoscape,and it is in a permanent location with the hopes that people who see the show will want to return and see it again as well as bring their friends and relatives to the production.Which of the following techniques would most likely advance this strategy of referrals and repeat business?

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.In an established organization like Chrysler,recognizing minivan buyer needs and wants and switching to a customer-driven corporate culture probably required:

Wilson is an agriculture and dairy science major at a state university.After graduation,he hopes to modernize and expand his family's dairy farm in a scientific and efficient manner.His advisor at school has suggested that he take a marketing course in the school of business as an elective.Wilson thinks this is an absurd idea.You are his friend and a marketing major.You advise that:

_____ is the ratio of benefits to the sacrifice necessary to obtain those benefits.

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.

Many companies are jazzing up plant tours and making store visits more exciting to increase customer loyalty.For example,at the Crayola Factory,kids watch how crayons are made and then play with their favorite colors in a 20,000 square-foot discovery center._____ would be necessary for a visit to the Crayola Factory to increase customer loyalty.

A market-oriented organization may choose NOT to deliver the benefits sought by customers because these benefits are not in the best interest of the individual or society.This is termed the societal orientation.What does this concept mean in terms of organizational justification? List three current issues where the societal orientation concept may need to be applied.

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.The wartime cartoon industry:

A business is concerned with many day-to-day activities.Some of the most important are the planning and conception of the product or service,its pricing policy,and the distribution strategy.These activities are all a part of:

Customer value is calculated as the ratio of company profits to company costs

When a homeowner visited The Home Depot to buy what he thought he needed to fix a leaking toilet,he gathered up materials totaling almost $70.One his way to checkout,an employee asked him what was he trying to fix.After some discussion,the employee convinced the homeowner that a $5.99 replacement part would fix the problem better than the materials he thought he needed and with less trouble.This sort of discussion between employees and customers is commonplace at The Home Depot and indicates the retail store has a(n)_____ 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 Wartime Cartoons.Since the cartoonists were authorized by the production companies they worked for to do what they did best,it is obvious that the movie cartoon industry acted as if it had a _____ orientation.

Most companies become sensitized to community issues after they've done enough damage to draw the locals' anger.Dofasco,Inc.,a highly successful steel company in Ontario,tries to get ahead of business and community issues by annually bringing together representatives from the local area and deciding what projects to improve the local environment will be implemented.This annual community-wide meeting indicates Dofasco has a _____ orientation.

What types of marketing careers are available? What is the current percentage of marketing employees in the U.S.civilian work force and what is the future forecast for marketing employment?

What is customer value? How can marketers make sure customers perceive them as sources of value?

Rose is a telephone order taker for Brylane,a catalog retailer of furnishings for bedrooms and baths.When 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.The most likely result of Rose's efforts was: