MKTG Ch1

Which of the following strategies is most closely associated with a societal marketing orientation?
Using clean energy sources
Consumer’s expectations of doing new things with varied kinds of information in ways that create value have resulted in the emergence of _____.
on-demand marketing
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(n)_____orientation.
production
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.
sales
Relationship-management strategies depend on:
employee empowerment.
Which of the following strategies illustrates a market orientation?
Creating customer value
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(n)_____orientation.
production
Which of the following is a drawback of the production-orientation philosophy?
It overlooks the importance of market research.
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.
market
A market-oriented firm:
defines its mission in terms of the benefits its customers seek.
Which of the following is a difference between a market-oriented firm and a sales-oriented firm?
Unlike a market-oriented firm, a sales-oriented firm targets its products at the average customer.
Which of these statements is true about customer relationship management?
It involves linking all processes of the company from its customers through its suppliers.
A sales-oriented firm:
extensively uses personal selling and advertising.
Which of the following questions which companies consider is best aligned with the production orientation philosophy?
What can our engineers design?
Which of the following opinions is a critic of the sales-orientation philosophy most likely to hold?
Business firms need to have a good understanding of the needs of the marketplace.
Which of the following statements is true about on-demand marketing?
It is aimed at enhancing customer relationships.
A sales-oriented firm places minimal emphasis on:
building long-term customer relationships.
Companies that rely on the marketing concept and have implemented a market orientation strategy recognize that:
customer wants can be satisfied by integrating activities of the firm.
A firm that extensively uses relationship-marketing strategies is most likely to:
encourage teamwork among employees.
Which of the following statements is true of customer relationship management?
It involves establishing and tracking customer interactions with the company.