Q&A Hero

Q: NARRBEGIN: DeFeet InternationalDeFeet InternationalDeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.NARRENDRefer to DeFeet. DeFeet's _____ includes retailers and online retailers throughout the world.a. product strategyb. place strategyc. price strategyd. promotion strategye. positioning strategy

Q: NARRBEGIN: DeFeet InternationalDeFeet InternationalDeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.NARRENDRefer to DeFeet. DeFeet's _____ is high-tech apparel, the packaging it comes in, the brand name, company image and value.a. productb. placec. priced. promotione. position

Q: NARRBEGIN: DeFeet InternationalDeFeet InternationalDeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.NARRENDRefer to DeFeet. What is DeFeet's most likely target market strategy?a. Appeal to the entire marketb. Concentrate on one segment of the marketc. Appeal to multiple segmentsd. Appeal to athletese. Appeal to the world

Q: NARRBEGIN: DeFeet InternationalDeFeet InternationalDeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.NARRENDRefer to DeFeet. DeFeet branched from making socks for cyclists to making apparel for skiing, hiking, corporate sponsors, and kids. This is an example of which of Ansoff's strategic alternatives?a. Market penetrationb. Market developmentc. Product developmentd. Diversificatione. Concentration

Q: NARRBEGIN: DeFeet InternationalDeFeet InternationalDeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.NARRENDRefer to DeFeet. What kind of competitive advantage would you say DeFeet has?a. Low costb. Nichec. Product/service differentiationd. Product Developmente. Diversification

Q: NARRBEGIN: DeFeet InternationalDeFeet InternationalDeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says "DeFeet is Made for Driven Soles." Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the serious athlete. They also have a custom department where socks, armskins, and gloves can be customized with any motif including sponsor types of logos like Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy DeFeet's high quality socks. DeFeet's products can be found in retailers across the world, in more than twenty countries, like Israel, Australia, Belgium and the United States. More than two-dozen online retailers also carry their products.NARRENDRefer to DeFeet. If you were to define DeFeet's mission which would be most appropriate?a. DeFeet makes socks.b. DeFeet makes clothes for athletes.c. DeFeet creates high-tech products for the serious athlete.d. DeFeet provides the highest quality apparel for customers who demand the best.e. DeFeet covers the world.

Q: What is the most critical element in effective strategic planning?a. creativityb. top management support and participationc. continual attentiond. the use of a BCG portfolio matrixe. a stringent and narrow mission statement

Q: Which of the following statements about marketing audits is true? a. Marketing audits only need to be performed once. b. The main purpose of the marketing audit is to develop a full profile of a company's marketing effort. c. Marketing audits are only necessary after a major crisis. d. Marketing audits simply examine the external environment in which a company operates. e. The marketing audit should only be performed by outside accounting firms.

Q: A planning manager visiting a company's health and beauty aids division discovers the division has no effective method for allocating resources, nor for evaluating actual results against planned results. He suggestion to the division would likely be to prepare a: a. marketing audit b. contingency plan c. service audit d. market share analysis e. series of tactical evaluations

Q: Le Feast is a catering company that has developed a marketing plan designed to make it the largest caterer in the country within the next two decades. Which of the following will be useful to the company to evaluate how successful its efforts have been at the end of the first decade? a. SWOT analysis b. environmental scan c. competitive analysis d. marketing audit e. comprehensive sales analysis

Q: A marketing audit is a(n): a. thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization b. financial examination of the firm's marketing performance c. financial examination of the firm's accounting records performed by outside consultants d. evaluation of the effectiveness of advertising e. evaluation of pricing strategies across all the relevant competitors in an industry

Q: All of the following are common reasons why companies fail to achieve a marketing objective EXCEPT: a. unrealistic marketing objectives b. poor implementation c. plan not formalized d. inappropriate marketing strategy e. changes in the environment after the objective was specified and the strategy implemented

Q: An international company that needs to develop a way to compare its actual marketing results with planned results must engage in: a. external market research b. implementation c. comparative analyses d. planning e. control

Q: _____ provides the mechanism for evaluating marketing results in light of the marketing plan's goals and for correcting actions that do not help the marketing organization reach these objectives within the budget guidelines. a. Control b. Implementation c. Reengineering d. Planning e. Budgeting

Q: _____ is the process of gauging the extent to which marketing objectives have been achieved during a specified time period. a. Implementation b. Control c. Heuristic measurement d. Evaluation e. Mechanistic compliance

Q: Compass is a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. As part of its marketing _____, it has already begun serving meals on trains that run between Shanghai and Beijing. a. policy b. implementation c. evaluation d. control e. strategy

Q: General Motors Corporation has a goal of launching an electric vehicle soon. The car has been in test drives and they are in the process of working out any bugs that may occur. GM is in the process of working toward mass production of the vehicle. They are in what stage of the marketing plan? a. product planning b. mechanistic organization c. synergistic control d. strategic diversification e. implementation

Q: _____ is the process that turns marketing plans into action assignments and ensures these assignments are executed in a way that accomplishes the plan's objectives.a. Mechanistic controlb. Strategic analysisc. Implementationd. Strategic planninge. Strategic design

Q: There is an overabundance of apartments in Atlanta. Post Properties, the owner of many of the metropolitan area's largest apartment complexes, has reduced its rent so it can fill vacant apartments. Which marketing mix element did Post Properties change to create more demand for its apartments? a. production b. personnel c. distribution d. product e. price

Q: Apple's iPhone can only be purchased through AT&T cell phone distributors and the Apple retail store. This limitation on the _____ element of its marketing mix supports the product's competitive advantage. a. planning b. product c. promotion d. distribution e. production

Q: Which of the marketing mix elements is the most flexible? a. product b. promotion c. publicity d. place e. pricing

Q: SoBe nutritional beverages uses twin lizards on every bottle of its products and in all of its promotion efforts. It even has its own Team Lizard made up of skateboarders, mountain bike riders, and inline skaters that it sponsors. The lizard is used to remind consumers of the product and its benefits. To which of the four Ps does this represent? a. promotion b. price c. publicity d. place e. product

Q: InBev bought Anheuser Busch. How will this purchase affect InBev's marketing mix? a. It will only affect the product element of InBev's marketing mix. b. It will only affect InBev's four Ps--not its marketing mix. c. It will affect all of InBev's marketing mix elements, either directly or indirectly. d. It will not affect the promotion or distribution elements of the InBev marketing mix. e. It will have no affect on InBev's marketing mix.

Q: Making sure products are available when and where customers want them is the job of which element of the marketing mix? a. advertising strategies b. production strategies c. product strategies d. promotion strategies e. distribution strategies

Q: Golden Valley Microwave Foods, Inc. is the manufacturer of ACT II popcorn. In its early years, the company had trouble financing the development and marketing of products for the microwave, so it chose to participate in a financial arrangement in which it agreed that it would not sell ACT II popcorn in supermarkets or grocery stores. Which element of the marketing mix was most influenced by this arrangement? a. product b. place c. price d. public relations e. promotion

Q: Lands End guarantees their products for as long as you own them. They would seem most concerned with which element of the marketing mix? a. price b. distribution c. personalization d. promotion e. product

Q: The starting point of any firm's marketing mix is the: a. analysis of what production equipment is available and owned by the company b. design of the promotion campaign to be used for the product c. selection of the places through which the good or service will be sold d. determination of the product's price, enabling future revenues and budgets to be estimated e. development of the good or service to be sold

Q: Apple Inc. is now offering the iPhone 3G for half its original price. This new strategy reflects a change in the _____ element of its marketing mix.a. priceb. productionc. productd. distributione. target market

Q: Ocean Spray's development of Craisins sweetened dried cranberries to compete against raisins most directly affected the _____ element of the company's marketing mix.a. placeb. productionc. productd. distributione. target market

Q: Explain how marketing is important to business and society.

Q: There are several important reasons to study marketing. Name three of these reasons.

Q: List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

Q: Discuss the elements needed to implement successful relationship marketing strategies.

Q: Consider the following statement: "Relationship marketing is not possible in a firm embracing a production orientation." Do you agree or disagree with this statement? Explain your answer.

Q: 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.

Q: What is customer value? What are the six ways marketers can make sure customers perceive their companies/products as sources of value?

Q: Explain the societal marketing orientation and describe an example of a company implementing this orientation.

Q: Explain the marketing concept and market orientation. What three requirements are necessary to implement a market orientation?

Q: An entrepreneur has set up a company to manufacture and market GPS systems for hunters. He has decided a sales orientation would best suit his new company. What are important considerations for this firm when it adopts this orientation? What are potential pitfalls of this orientation the owner needs to understand?

Q: If a firm has a production orientation, what types of questions does management ask after assessing its resources?

Q: Name and describe the four marketing management philosophies.

Q: What is the marketing concept? According to the marketing concept, what determines if a sale will actually occur?

Q: Describe the concept of exchange and list the five conditions that must be satisfied for exchange to occur. If all conditions are met, does that guarantee exchange will occur? Explain why or why not.

Q: What is the American Marketing Association's (AMA) definition of marketing and what does marketing entail?

Q: Explain how marketing is both a philosophy and a set of activities.

Q: NARRBEGIN: Starbucks Loyalty RewardsStarbucks Loyalty RewardsThe 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 frequent requests was for a customer rewards program. In response Starbucks has started the Starbuckscard 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.NARRENDRefer to Starbucks. The fact that management realized that coffee drinkers had different needs whether be using coupons, wanting a milder brew of coffee or free Wi-Fi shows that Starbucks is now using a _____ oriented approach.a. salesb. marketc. productiond. societale. product

Q: NARRBEGIN: Starbucks Loyalty RewardsStarbucks Loyalty RewardsThe 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 frequent requests was for a customer rewards program. In response Starbucks has started the Starbuckscard 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.NARRENDRefer to Starbucks. Starbucks customers wanted more value from their coffee. Starbucks management responded to customers through the Starbuckscard rewards program. Which element of value was Starbucks management working to increase?a. Products that performb. Earning trustc. Avoiding unrealistic pricingd. Giving the buyer factse. Co-creation

Q: NARRBEGIN: Starbucks Loyalty RewardsStarbucks Loyalty RewardsThe 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 frequent requests was for a customer rewards program. In response Starbucks has started the Starbuckscard 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.NARRENDRefer to Starbucks. The creation of a consumer-response blog is an example of _____.a. how to increase salesb. technology at its bestc. relationship marketingd. good traininge. product improvements

Q: NARRBEGIN: Starbucks Loyalty RewardsStarbucks Loyalty RewardsThe 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 frequent requests was for a customer rewards program. In response Starbucks has started the Starbuckscard 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.NARRENDRefer to Starbucks. Which of the four conditions did NOT exist in the minds of the Starbucks consumer, resulting in declining sales?a. Each party has something of value to the other partyb. Each party is capable of communication and deliveryc. Each party is free to accept or reject the exchange offerd. Each party believes it is appropriate or desirable to deal with the other partye. There must be at least two parties for exchange to occur

Q: NARRBEGIN: Starbucks Loyalty RewardsStarbucks Loyalty RewardsThe 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 frequent requests was for a customer rewards program. In response Starbucks has started the Starbuckscard 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.NARRENDRefer 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. salesb. marketc. productiond. societale. product

Q: NARRBEGIN: CircusesCircusesAs recently as twenty years ago circuses came to town with tents, animals, clowns, and other performers. An advance man arrived about two weeks before the circus actually arrived, covered the community with posters, and gave out free tickets to schoolchildren. If the advance man had done a good job, when the circus arrived and opened its tent doors, three hundred to six hundred people would fill its seats. When the largest circus organizations merged, the newly formed Ringling Bros. and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance, however, has stagnated in recent years. People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created. The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago. Antique circus wagons, calliope music, and cotton candy are replacing the exotic animals and the prima donna performers. To satisfy the needs of this new audience, the tent circus now sells lattes and wine.NARRENDRefer to Circuses. The circus's goal of redesigning the circus experience is being completed through the coordination of many marketing activities, such as value pricing, a product that includes exciting performances, tent venue locations, and promotion. These activities make up the _____ for the circuses.a. opportunity analysisb. value of marketingc. marketing environmentd. target markete. marketing mix

Q: NARRBEGIN: CircusesCircusesAs recently as twenty years ago circuses came to town with tents, animals, clowns, and other performers. An advance man arrived about two weeks before the circus actually arrived, covered the community with posters, and gave out free tickets to schoolchildren. If the advance man had done a good job, when the circus arrived and opened its tent doors, three hundred to six hundred people would fill its seats. When the largest circus organizations merged, the newly formed Ringling Bros. and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance, however, has stagnated in recent years. People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created. The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago. Antique circus wagons, calliope music, and cotton candy are replacing the exotic animals and the prima donna performers. To satisfy the needs of this new audience, the tent circus now sells lattes and wine.NARRENDRefer to Circuses. One of the tent venues is called Barnum's Kaleidoscope, and it is in a permanent location with the hopes that people who see the show will want to return and see it again as well as bring their friends and relatives to the production. Which of the following techniques would most likely advance this strategy of referrals and repeat business?a. relationship marketingb. empowermentc. a sales orientationd. authority to delegatee. transactional marketing

Q: NARRBEGIN: CircusesCircusesAs recently as twenty years ago circuses came to town with tents, animals, clowns, and other performers. An advance man arrived about two weeks before the circus actually arrived, covered the community with posters, and gave out free tickets to schoolchildren. If the advance man had done a good job, when the circus arrived and opened its tent doors, three hundred to six hundred people would fill its seats. When the largest circus organizations merged, the newly formed Ringling Bros. and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance, however, has stagnated in recent years. People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created. The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago. Antique circus wagons, calliope music, and cotton candy are replacing the exotic animals and the prima donna performers. To satisfy the needs of this new audience, the tent circus now sells lattes and wine.NARRENDRefer to Circuses. To exhibit a societal marketing orientation, circuses could:a. rely on publicity and avoid any promotionsb. empower their employees to satisfy customer wantsc. donate a percentage of their profits to local educational institutionsd. use relationship marketinge. emphasize customer value

Q: NARRBEGIN: CircusesCircusesAs recently as twenty years ago circuses came to town with tents, animals, clowns, and other performers. An advance man arrived about two weeks before the circus actually arrived, covered the community with posters, and gave out free tickets to schoolchildren. If the advance man had done a good job, when the circus arrived and opened its tent doors, three hundred to six hundred people would fill its seats. When the largest circus organizations merged, the newly formed Ringling Bros. and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance, however, has stagnated in recent years. People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created. The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago. Antique circus wagons, calliope music, and cotton candy are replacing the exotic animals and the prima donna performers. To satisfy the needs of this new audience, the tent circus now sells lattes and wine.NARRENDRefer to Circuses. Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction. They have adopted a _____ orientation.a. societalb. sellingc. productiond. markete. retail

Q: NARRBEGIN: CircusesCircusesAs recently as twenty years ago circuses came to town with tents, animals, clowns, and other performers. An advance man arrived about two weeks before the circus actually arrived, covered the community with posters, and gave out free tickets to schoolchildren. If the advance man had done a good job, when the circus arrived and opened its tent doors, three hundred to six hundred people would fill its seats. When the largest circus organizations merged, the newly formed Ringling Bros. and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance, however, has stagnated in recent years. People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created. The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago. Antique circus wagons, calliope music, and cotton candy are replacing the exotic animals and the prima donna performers. To satisfy the needs of this new audience, the tent circus now sells lattes and wine.NARRENDRefer to Circuses. The aggressive promotions used by advance men indicate that decades ago the circuses probably had a _____ orientation.a. salesb. marketc. productiond. societale. product

Q: Refer to Ritz-Carlton Hotels. Customer-oriented personnel, effective training programs, employees with authority to make decisions and solve problems, and teamwork all work together at Ritz-Carlton to implement which type of strategy?a. relationship marketingb. social marketingc. internal marketingd. external marketinge. empowered marketing

Q: Refer to Ritz-Carlton Hotels. A guest's suitcase was lost while in the care of hotel employees, and that guest needed his suit for an important business meeting. The desk clerk took the guest to a local mall to purchase clothing and shoes totaling $850. The fact that Ritz-Carlton employees have the authority to solve customers' problems quickly illustrates that these employees are given: a. authority training b. customer value giving c. cross-utilization d. teamwork e. empowerment

Q: Refer to Ritz-Carlton Hotels. Ritz-Carlton embodies an organization-wide commitment in service and support so that customers attain benefits relative to the price they pay for this service. Which element of an organization's focus is this commitment satisfying? a. empowerment b. customer value c. customer acquisition d. creativity e. primary goal making

Q: Refer to Ritz-Carlton Hotels. The "Give Back Getaways" and "Vow to Help Others" programs offered by Ritz-Carlton hotels are applications of which marketing management philosophy? a. societal b. sales c. production d. market e. retail

Q: NARRBEGIN: Ritz-Carlton HotelsRitz-Carlton HotelsCesar Ritz, the founder of the original Ritz-Carlton, Boston, was known as the "king of hoteliers and the hotelier to kings." Today, there are more than 70 Ritz-Carlton hotels spanning 24 countries with 38,000 employees. These are not typical employees, though. They are described as "Ladies and Gentlemen serving Ladies and Gentlemen." Each employee participates in an intensive orientation program and recertification programs throughout their careers with the company, and many are allowed $2,000 to fix a guest's problem on the spot without managerial approval. So renowned is the Ritz way of doing business that the company offers a Leadership Center for executives and managers of other companies to learn and implement the Ritz way of customer service. It doesn"t stop with employees, though. Ritz-Carlton hotels recently launched "Give Back Getaways" in 2008 that allow guests to volunteer in locales where they are vacationing. The hotel also offers "Vow to Help Others" which is a program that donates a portion of a wedding couple's reception costs to those in need. The chief operating officer's words sum up Ritz-Carlton's philosophy best when he stated, "If we really do our job, we really don"t need sales anymore. Satisfied guests are your advertising."NARRENDRefer to Ritz-Carlton Hotels. The chief operating officer's statement regarding sales and advertising illustrates which marketing management philosophy embraced by this company?a. salesb. marketc. productiond. societale. promotional

Q: What is the fundamental objective of most businesses?a. employee empowerment, teamwork, and relationship marketingb. satisfied stakeholdersc. low costs and high qualityd. customer loyalty and retentione. survival, profits, and growth

Q: All of the following are good reasons to study marketing EXCEPT: a. Marketing creates consumer needs. b. Marketing plays an important role in society, coordinating the huge numbers of transactions needed to provide goods and services. c. Marketing is a key function in business. d. Marketing offers outstanding career opportunities. e. Marketing affects your day-to-day life as a consumer.

Q: _____ is the primary tool used by a sales-oriented organization to achieve its corporate goals. a. Price b. Promotion c. Product design d. Place (distribution) e. Production

Q: 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. has an outward organizational focus on its customers wants and preferences b. seeks its goals primarily through the use of intensive promotion c. directs its products to specific groups of people d. is in the business of satisfying customers e. profits through customer satisfaction

Q: The manufacturer of Maine Kitchen Art bowls, spoons, and cutting boards knows marketing can make his company a success. He wants to rely solely on promotion as the technique for attracting customers. He advertises extensively in cooking magazines, offers coupons, and provides retailers who carry his product with attractive displays. From this information, you know that Maine Kitchen Art has a _____ orientation.a. marketb. societalc. productiond. salese. product

Q: One way to identify the orientation of a firm is to examine its primary goal. If a firm seeks to achieve profitability through sales volume, it would probably be: a. promotion-oriented b. price-oriented c. sales-oriented d. production-oriented e. retail-oriented

Q: All of the following are basic marketing mix decisions EXCEPT: a. sales b. price c. product design d. place (distribution) e. promotion

Q: Walker Farms has heard from many of its customers that they would like organic produce. As a result Walker Farms became a certified organic farm. Walker realizes that, while not all consumers are willing to pay the higher prices for organic produce, his customers want the organic produce. Walker realized: a. he missed sales by not concentrating on the average customer b. different customer groups have different needs and wants c. he is a sales-oriented farm d. his business is about selling the cheapest vegetables e. his aim is a goal of profit through maximum sales volume

Q: One of the reasons given for the decline of the passenger rail industry in the United States is that the industry defined its mission as trains and not as transportation sources. The railroad industry failed to:a. define its mission in terms of the benefits its customers seekb. ignore the marketing concept of serving customer needs and wantsc. realize "customers only want what they know"d. have a sales orientatione. empower the consumer

Q: Redefining the business mission of a mattress manufacturer as "a good night's sleep," rather than stating the mission as "the manufacture of high-quality mattresses," will: a. not stimulate an awareness of changes in consumer desires b. be too broad a statement to be of any real use in serving customers c. stifle creativity in discovering opportunities to serve customers d. help ensure the firm retains its focus on consumers e. ensure the core products will be retained

Q: A market-oriented firm defines its business in terms of: a. goods and services b. the benefits its customers seek c. employee empowerment d. competitive position e. customer satisfaction

Q: A sales-oriented firm defines its business (or mission) in terms of: a. employees b. goods and services c. customers d. competitors e. benefits

Q: TUFF SHED, Inc. is one of the leading suppliers of installed storage buildings and garages in the United States. TUFF SHED mandates that sales, management and construction teams work together to anticipate and eliminate potential problems. They make sure customers get the right buildings for their needs, and they all are built well and in a timely manner. By using teamwork TUFF SHED: a. operates successfully using a production orientation b. provides its customer with a high level of satisfaction c. has a high employee turnover rate d. does not deliver superior customer service e. has a sales orientation

Q: _____ is the collaborative efforts of people to achieve common objectives. a. Effort training b. Teamwork c. Empowerment d. OJT training e. Mediation

Q: As part of instituting an empowerment program, a marketing director should: a. hire college graduates who have the latest training in marketing management techniques b. create a customer-service department and place a key staff person in charge of the department c. train the company's staff to judge the quality of the products the firm produces d. allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors e. conduct a survey of the company's marketing staff to learn about employee morale

Q: The Ritz Carlton has Service Values which guide employees in providing its Gold Standard service. One of the service values states "I own and immediately resolve guest problems." The Ritz Carlton management uses _____ to provide customer service. a. training b. deregulation c. empowerment d. commissioning e. mediating

Q: _____ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management. a. Management-employee synergy b. Organizational entropy c. Managerial reciprocity d. Empowerment e. Delegation

Q: Some market-oriented firms give employees expanded authority to solve customer problems on the spot. This is known as: a. training b. deregulation c. empowerment d. commissioning e. mediating

Q: The Geek Squad is a tech support station located inside every Best Buy electronics retail store. Best Buy gives intensive training to the Geeks. The purpose of this training is to: a. improve customer service b. give higher education benefits to employees c. promote the company image by increasing public awareness d. reduce the need of empowerment e. increase employment levels

Q: Greenberg Smoked Turkey, Inc., is a nationwide mail-order business that operates without any advertising. It does not accept credit cards, has no toll-free number for customers to call, and does not have a Web site. This hopelessly old-fashioned company is also very profitable 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. a. reactive marketing b. synergistic management c. relationship marketing d. a sales orientation e. management empowerment