mrkting ch.1

A sales-oriented firm: Select one: a. extensively uses personal selling and advertising. b. extensively uses relationship-marketing strategies. c. carefully identifies market segments. d. increases sales by creating customer value and satisfaction.

A

Consumer's expectations of doing new things with varied kinds of information in ways that create value have resulted in the emergence of _____.​ Select one: a. ​on-demand marketing b. ​the sales-orientation philosophy c. ​communicator valence d. ​the production-oriented philosophy

A

Filmin Inc. has decided to increase the production of its printers. Filmin does not conduct market research before making its marketing decisions. To ensure profits for the company, Filmin has instructed its marketing force to aggressively advertise and promote its printers. The CEO of Filmin believes that the market will absorb more products if powerful promotion strategies are used. After increasing production of printers, the company plans to reduce the prices of the printers to encourage customers to buy them. Filmin appears to have a _____ orientation.​ Select one: a. ​sales b. ​production c. ​customer d. ​task

A

Libra Electronic Inc. has launched a new range of light-weight vacuum cleaners with enhanced features. Before developing the product, Libra Electronic conducted a thorough study about customer requirements. The company also studied the quality of its competitors' vacuum cleaners. Based on insights about customer wants and competitor strengths and weaknesses, Libra Electronic has designed vacuum cleaners that can be clearly distinguished from other brands. Libra Electronic most likely has a _____ orientation.​ Select one: a. ​market b. ​promotion c. ​production d. ​sale

A

Which of the following statements is true of customer relationship management? Select one: a. It involves targeting the average customer or everybody. b. It is used by sales-oriented firms to convince customers to buy their products. c. It involves establishing and tracking customer interactions with the company. d. It considers all the customers of the firm as one large group that should be targeted with a single promotional strategy.

A

A company that sets its goals and strategies based on what its current equipment can manufacture, what its engineering can design, and what the company itself can do best has a _____ orientation.​ a. ​sales b. ​production c. ​marketplace d. ​exchange

B

Relationship-management strategies depend on: Select one: a. centralization. b. employee empowerment. c. deregulation. d. greenwashing techniques.

B

Which of the following is a drawback of the production-orientation philosophy? Select one: a. It places little emphasis on the assessment of manufacturing plants and facilities. b. It overlooks the importance of market research. c. It gives importance to the sales function over other functions. d. It ignores the importance of assessing a firm's internal capabilities.

B

Which of the following questions which companies consider is best aligned with the production orientation philosophy? Select one: a. How can we gather more information about customer needs? b. What can our engineers design? c. How can we sell our products more aggressively? d. What are the product preferences of our customers?

B

Which of the following strategies illustrates a market orientation? Select one: a. Targeting the average consumer b. Creating customer value c. Implementing centralization d. Increasing overhead production costs

B

A sales-oriented firm places minimal emphasis on: Select one: a. personal selling and direct selling activities. b. promotional strategies. c. building long-term customer relationships. d. pricing strategies.

C

Researchers at PPG Industries Inc. spent considerable time, effort, and money developing a bluish windshield that would let in filtered sunlight but block out heat. PPG had not conducted market research before deciding to design the windshield. Moreover, the windshield is priced higher compared to the other brands. The company has now introduced the windshield in the market and is hoping that the customers will like it. PPG most likely has a _____ orientation.​ Select one: a. ​exchange b. ​promotion c. ​production d. ​sales

C

Which of these statements is true about customer relationship management? Select one: a. It is used more by sales-oriented firms than market-oriented firms. b. It tries to convince potential customers to buy, even if the seller knows that the customer and product are mismatched. c. It involves linking all processes of the company from its customers through its suppliers. d. It is most extensively used by production-oriented firms.

C

Companies that rely on the marketing concept and have implemented a market orientation strategy recognize that: Select one: a. price is the most important variable for customers. b. good promotion and advertising strategies can save a bad product. c. products should be targeted at everybody or the average customer. d. customer wants can be satisfied by integrating activities of the firm.

D

Which of the following is a difference between a market-oriented firm and a sales-oriented firm? Select one: a. Unlike a market-oriented firm, a sales-oriented firm uses relationship-marketing strategies. b. Unlike a market-oriented firm, a sales-oriented firm gives little emphasis to promotion activities. c. Unlike a market-oriented firm, a sales-oriented firm puts customers at the center of its business. d. Unlike a market-oriented firm, a sales-oriented firm targets its products at the average customer.

D

Which of the following opinions is a critic of the sales-orientation philosophy most likely to hold? Select one: a. Business firms should give maximum emphasis to advertising strategies. b. Reducing prices is the most effective technique that helps increase product sales. c. Customers do not buy products unless the products are adequately promoted. d. Business firms need to have a good understanding of the needs of the marketplace.

D

Which of the following statements is true about on-demand marketing? Select one: a. It is used by sales-oriented firms. b. It gives maximum emphasis to aggressive personal selling strategies. c. It requires firms to focus on the internal rather than the external business environment. d. It is aimed at enhancing customer relationships.

D

Which of the following strategies is most closely associated with a societal marketing orientation? Select one: a. Increasing overhead production costs b. Fostering opportunism c. Using greenwashing techniques d. Using clean energy sources

D

A firm that extensively uses relationship-marketing strategies is most likely to: a. encourage teamwork among employees. b. focus on the internal rather than the external business environment. c. rely on aggressive sales strategies. d. be highly centralized.

a

A market-oriented firm: Select one: a. defines its mission in terms of the benefits its customers seek. b. is highly centralized. c. targets the average customer. d. defines its business in terms of the goods and services it produces.

a

A market-oriented organization targets its products at "everybody" or "the average customer." Select one: True False

false

Nonprofit organizations should adopt a sales orientation rather than a market orientation. Select one: True False

false

A local grocer groups his customers into specific groups based on what they buy and when they shop. The grocer then schedules shipments of specific items based on these customer segments and offers different promotions to different customer groups. This is an example of customer relationship management. Select one: True False

true

A market-oriented organization recognizes that different customer groups want different features or benefits. Select one: True False

true

A production-oriented firm focuses on its internal capabilities. Select one: True False

true

Relationship marketing assumes that many consumers and business customers prefer to have an ongoing relationship with one organization rather than switch continually among providers in their search for value. Select one: True False

true

The fundamental problem with a sales orientation is a lack of understanding of the needs and wants of the marketplace. Select one: True False

true

The societal marketing orientation extends the marketing concept by acknowledging that some products that customers want may not really be in their best interests or the best interests of society as a whole. Select one: True False

true