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 Chrysler Minivans.Chrysler set up a team of special customer-service representatives to assist minivan buyers and who are authorized to solve problems immediately.This employees were given:

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.By introducing sporty,value-priced,and upscale minivans,Chrysler hoped to forge a long-term relationship with customers as they replace their older minivan.Chrysler engaged in:

In which of the following situations is a firm with a production orientation most likely to survive?

World Wrestling Entertainment (formerly the World Wrestling Federation)is very focused on what its fans want in terms of product licensing and more importantly in terms of plot lines and character development.All of the company's activities are integrated so that no employee ever loses sight of the company's desire to satisfy its fans.World Wrestling Entertainment has a _____ orientation.

You are in charge of the marketing program at Cedarstream,a manufacturer of recreational vehicles,and have been asked to create a company that acts in compliance with the marketing concept and has a market orientation.As your first action,you will most likely:

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization.Name and briefly describe each of these four philosophies.

Which of the following measures would be the best indicator of whether your organization's personnel have a customer orientation?

Marketing has two components or facets.Name and describe each of these two facets.

Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer's equipment within a period of three years after purchase.

Taxi companies in many large metropolitan areas are requiring that newly licensed taxi drivers to undergo a two-day training seminar during which they learn basic etiquette and acquire a familiarity with common landmarks and street names.The purpose of this training is to:

Exchange is the key concept in the definition of marketing.What is the concept of exchange? What are the five conditions of exchange that must be satisfied for marketing to occur?

Greenberg Smoked Turkey,Inc.,is a nationwide mail-order business that operates without any advertising.It does not accept credit cards and has no toll-free number for customers to call.The company that is hopelessly old-fashioned is also a very profitably company with thousands of devoutly loyal customers-some of whom have ordered Greenberg smoked turkeys every year for the last fifty years.Greenberg more than likely uses _____ to maintain these long-term ties to its customers.

Which of the following is NOT a viable method a company can use to become more marketing-oriented?

Fujifilm Computer Products has improved the efficiency and productivity of its plant,which manufactures printing technology.For the new fiscal year,the company projects a production increase of 25 percent,and has instructed its sales force to aggressively distribute and promote the product.The CEO is sure that the market will absorb more product if the sales force is determined and assertive.Apparently FujiFilm:

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." How would teamwork benefit 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 Wartime Cartoons.The purchase of a movie ticket in the 1940s to see a cartoon and a feature film was an example of:

Retailers who have give their sales clerks the authority to handle customer complaints without having to get approval from a supervisor are using empowerment.

Jamie owns a small moving company in New York City.She has decided to take a few night school business courses because her company is growing fast and there are many things she does not understand.Should Jamie enroll in a marketing course?

For an exchange to take place:

What is the marketing concept? On what is this philosophy based?