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Exam 1: An Overview of Marketing

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Question 1

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Harley-Davidson The First Starbucks opened in 1970 in Seattle Washington.The demand for its coffee grew and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30 year history,Starbucks has never given out coupons for its coffee.Starbucks had only to make its coffee and customers came.Recently consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer-response blog to learn more about what consumers expect from Starbucks.One of the most requests was for a customer rewards program.In response Starbucks has started the My Starbucks Rewards,which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping with these improvements will restore customers' loyalty and confidence. -Refer to Starbucks.For more than thirty years Starbucks held the orientation of "If we build it,they will come." This philosophy is most in line with a _____ orientation.

A) sales
B) market
C) production
D) societal marketing
E) product

F) B) and E)
G) B) and D)

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Question 2

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Which marketing orientation assumes people will buy more goods and services if aggressive marketing techniques are used?

A) Sales
B) Production
C) Market
D) Customer
E) Marketplace

F) C) and D)
G) C) and E)

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Question 3

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StoryBlox creates and markets handmade wooden toys,which it sells to retailers in the Midwest.The company's management believes its retail customers will stock more toys if its salespeople use aggressive marketing techniques,so the company provides strong incentives for salespeople and promotional allowances to resellers to get distribution for its toys.In other words,the company has a _____ orientation.

A newspaper ad for a hospital that states,"We have the most modern delivery rooms and state-of-the art medical equipment," is an indication of which marketing management philosophy?

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.

If a company uses a sales orientation,consumer complaints would most likely result in:

Unlike a production orientated firm,a firm embracing a sales orientation focuses on customer wants and needs so it can develop the best product at the lowest cost that will require very little selling effort.

An exchange cannot take place unless each party in the exchange has something that the other party values.

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 the market will absorb more product if the sales force is determined and assertive.Apparently FujiFilm:

A problem facing the timber industry is the absence of any effective way to prove that rain forest timber was legally harvested.In places like Indonesia as much as 80 percent of timber available for sale was illegally cut.Companies like The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rain forests.Which of the following conditions required for an exchange to occur is missing when a company tries to sell illegally acquired logs to The Home Depot?

The societal marketing concept considers society's long-term best interests along with the satisfaction of customers' wants and needs.

Researchers at PPG Industries spent considerable time,effort,and money developing a bluish windshield that would let in filtered sunlight but block out the heat.Little market research was done,but the scientists were convinced this new product would be significantly better than existing windshields even though it was more expensive and of a different color than the current models on the market.This scenario suggests PPG most likely has a(n) _____ orientation.

The marketing concept stresses that the social and economic justification for an organization's existence is the satisfaction of customer needs and wants while:

Discuss the elements needed to implement successful relationship marketing strategies.

Western Union failed to define its competitive arena as telecommunications,concentrating instead on telegraph services,and was eventually outflanked by fax technology.Had Western Union been a _____-oriented company,its management might have better understood the changes taking place and developed strategies to counter the threat.

Compare and contrast the sales and market orientations using the following five characteristics as guidelines: (1)organization's focus, (2)business the organization is in, (3)people to whom the product is directed, (4)the organization's primary goal,and (5)tools used to achieve that goal.

Harley-Davidson According to Harley-Davidson management,the company does not sell motorcycles or riding gear.Instead,according to H-D's mission statement,the company is in the business of "fulfilling dreams." Over the years,H-D has developed a business culture that it describes as "Harleyness." Prospective employees are screened to determine if they have the cultural fit.The company encourages employees to own and use the same types of motorcycles used by customers.Harley people ride their bikes to work and spend vacations touring and attending rallies with fellow Harley riders.Maintaining a strong relationship with customers is engrained in H-D culture.When a person buys a Harley-Davidson motorcycle,he or she receives a free 1-year membership to the Harley Owners Group (HOG) ,which was developed in 1983 as a program to keep people active with their Harley.Simultaneously,it keeps the company close to its customer.Through HOG,the company supports rallies,club meetings,and weekend parties featuring free food and drink.H-D executives routinely attend bike rallies across the country to stay in touch with Harley-Davidson customers and enthusiasts.H-D employees want to hear first-hand from fellow riders about great riding experiences-or problems-they might have had.And they're able to tell those riders,"I know what you mean." Because those employees are riders too. -Refer to Harley-Davidson.Based on the description of the company,Harley-Davidson most likely does all of the following EXCEPT:

Harley-Davidson According to Harley-Davidson management,the company does not sell motorcycles or riding gear.Instead,according to H-D's mission statement,the company is in the business of "fulfilling dreams." Over the years,H-D has developed a business culture that it describes as "Harleyness." Prospective employees are screened to determine if they have the cultural fit.The company encourages employees to own and use the same types of motorcycles used by customers.Harley people ride their bikes to work and spend vacations touring and attending rallies with fellow Harley riders.Maintaining a strong relationship with customers is engrained in H-D culture.When a person buys a Harley-Davidson motorcycle,he or she receives a free 1-year membership to the Harley Owners Group (HOG) ,which was developed in 1983 as a program to keep people active with their Harley.Simultaneously,it keeps the company close to its customer.Through HOG,the company supports rallies,club meetings,and weekend parties featuring free food and drink.H-D executives routinely attend bike rallies across the country to stay in touch with Harley-Davidson customers and enthusiasts.H-D employees want to hear first-hand from fellow riders about great riding experiences-or problems-they might have had.And they're able to tell those riders,"I know what you mean." Because those employees are riders too. -Refer to Harley-Davidson.A Harley-Davidson rider attending a bike rally in Sturgis,South Dakota approached an H-D employee with a complaint about a defective engine part.The H-D employee immediately made arrangements for the part to be shipped to the rally at no charge to the customer.The fact that H-D employees have the authority to solve customers' problems quickly illustrates that these employees are given:

The U.S.Postal Service (USPS) argues that its express service is comparable to what is offered by FedEx and that its prices are much lower.Yet,FedEx dominates with more than a 45 percent share of the express-delivery market.Which of the following statements describes this situation?

Only a firm's salespeople need to be customer-oriented.