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Teamwork entails collaborative efforts of people to accomplish common objectives.

A) True
B) False

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Researchers at Fresnas Inc. invented a new form of glass that filters harmful rays of sunlight and blocks heat. Without researching the market conditions, Fresnas Inc. manufactured windshields with the new glass. It hopes that customers will like its new product. In this scenario, Fresnas Inc. has adopted a _____.


A) sales orientation
B) production orientation
C) market orientation
D) societal marketing orientation

E) A) and D)
F) B) and C)

Correct Answer

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Which of the following statements is true of marketing?


A) It makes products inaccessible to low-income customers.
B) It offers great career opportunities in business and nonbusiness organizations.
C) It is an unnecessary luxury in food business.
D) It is limited to the people of the marketing department of a firm.

E) A) and B)
F) A) and C)

Correct Answer

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Which of the following is a sales-oriented organization?


A) Fournotts Corp., which produces what the company management thinks it can produce best
B) Magnira Corp., which understands the needs and wants of the marketplace
C) Fillets Inc., which believes that aggressive promotion techniques can result in high sales
D) Laelle Inc., which believes that a sale is based on a customer's decision to purchase a product

E) B) and C)
F) A) and D)

Correct Answer

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A local grocer groups his customers into specific groups based on what products they buy and when they buy them. The grocer then schedules shipments of specific items based on these customer segments and offers different kinds of promotions to different customer groups. This is an example of customer relationship management.

A) True
B) False

Correct Answer

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A market-oriented organization believes that the social and economic justification for an organization's existence is the satisfaction of customer wants and needs while meeting organizational objectives.

A) True
B) False

Correct Answer

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Which of the following is a similarity between a production orientation and a sales orientation?


A) Both ignore the importance of assessing a firm's internal capabilities.
B) Both lack an understanding of the needs and wants of the marketplace.
C) Both place little emphasis on the assessment of manufacturing plants and facilities.
D) Both fail in a market where demand exceeds supply.

E) B) and C)
F) A) and D)

Correct Answer

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Define customer value, and discuss ways to provide customer value.

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Answers will vary. Customer value is the...

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The sales 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.

A) True
B) False

Correct Answer

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Marketing career opportunities do not exist in nonbusiness organizations.

A) True
B) False

Correct Answer

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Which of the following statements is true of market-oriented personnel?


A) They tend to be inward looking and are internally focused.
B) They focus on selling what the organization makes.
C) They build short-term relationships with customers.
D) They derive their profits from an external focus.

E) None of the above
F) A) and B)

Correct Answer

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Which of the following statements is true of market-oriented firms?


A) They focus on their internal capabilities rather than on the desires and needs of the customers.
B) They believe that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
C) They assume that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product.
D) They claim that people must give up something in order to receive something else they would rather have.

E) All of the above
F) None of the above

Correct Answer

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In the context of marketing, an exchange refers to people giving up something in order to receive something else they would rather have.

A) True
B) False

Correct Answer

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Which of the following statements is true of production-oriented firms?


A) They do not focus on their internal capabilities.
B) They do not understand the needs and wants of the marketplace.
C) They focus on their customers and have quick cycle times.
D) They determine what products their customers want and then produce them.

E) A) and D)
F) B) and C)

Correct Answer

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Allied Inc., a beverage manufacturer, follows a societal marketing orientation. It wants to revamp its existing containers as they were found to be harmful to its users. In this case, Allied Inc. should:


A) change the label of the old containers and use them.
B) sell containers that will leave high amounts of chemical wastes when burned.
C) produce containers that are less toxic than its previous containers.
D) manufacture containers that cannot be reused.

E) All of the above
F) B) and D)

Correct Answer

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Why should people study marketing?

Correct Answer

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Answers will vary. There are several imp...

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A market-oriented organization targets its products at "everybody" or "the average customer."

A) True
B) False

Correct Answer

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Which of the following statements is true of customer relationship management?


A) It involves linking all processes of a company from its customers through its suppliers.
B) It tries to convince potential customers to buy, even if the seller knows that the customer and the product are mismatched.
C) It is used more by sales-oriented firms than market-oriented firms.
D) It is most extensively used by production-oriented firms.

E) B) and D)
F) None of the above

Correct Answer

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Which of the following statements is true of customer relationship management?


A) It involves targeting the average customer or everybody.
B) It involves establishing and tracking customer interactions with the company.
C) It considers all customers as one large group that should be targeted with a single promotional strategy.
D) It is used by sales-oriented firms to convince customers to buy their products.

E) B) and C)
F) B) and D)

Correct Answer

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Briefly discuss the concept of marketing.

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Answers will vary. Marketing has two fac...

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