Question41. During the “production era” a company focuses on pro

41. During the “production era” a company focuses on production–because few products are available in the market.

42. During the “sales era,” the firm tries to improve short-run marketing policy planning to tie together its activities.

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43. The “marketing department era” is a time when all marketing activities are brought under the control of one department.

44. During the “marketing company era,” the total company effort is guided by the idea that customers exist to buy the firm’s output.

45. The “marketing concept” means that a firm emphasizes attracting new customers above all other objectives.

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46. A firm that adopts the “marketing concept” will aim all its efforts at satisfying customers, while trying to make a profit.

47. A firm that makes products which are easy to produce and then tries to sell them has a production orientation.

48. A marketing-oriented firm would try to produce what customers want, while a production-oriented firm would try to get customers to buy what the firm has produced.

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49. The three basic ideas in the marketing concept are 1) putting the marketing manager in charge of the whole firm, 2) a competitive orientation, and 3) an emphasis on profit.

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50. When a firm makes a total company effort to satisfy its customers, and profit–not just sales–is an objective of the firm, the company is practicing the “marketing concept.”

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51. Adopting the marketing concept rarely requires any change in a firm’s attitudes, organization structure, or management methods and procedures.

52. Adopting the marketing concept requires that a business firm eliminate all functional departments.

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53. In a firm which practices the marketing concept, the efforts of each functional department are guided by what it does best.

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54. Service industries were initially slow to adopt the marketing concept, but this has changed dramatically.

55. Customer value is the difference that a customer sees between the benefits of a firm’s offering and the costs of obtaining those benefits.

56. Customer value is just another term for customer satisfaction.

57. Setting a low price for a firm’s offering is a sure way of creating high customer value.

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58. When it comes to customer value, it is the customer’s view that matters, not the view of the marketing manager.

59. Offering superior customer value is especially important when competition is intense.

60. Often the best way for a firm to beat the competition is to be first to satisfy a need that others have not even considered.

61. To develop lasting relationships with customers, marketing-oriented firms need to focus on customer satisfaction both before and after each sale.

62. When trying to build relationships with customers, salespeople must be particularly well-trained because they are usually the only employees whose actions influence customers directly.

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63. The text credits L.L. Bean’s marketing success to its great location.

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64. L.L. Bean has achieved success because its customers typically view the benefits of buying its products as greater than the costs.

65. The marketing concept applies to nonprofit organizations as well as to businesses.

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66. The marketing concept cannot be applied to nonprofit organizations because they are not profit-oriented.

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67. In nonprofit organizations, support may not come directly from satisfied customers.

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68. Gun control is an example of a micro-macro dilemma.

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69. The marketing concept says that it is a firm’s obligation to improve its positive effects on society and reduce its negative effects.

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70. Organizations that adopt the marketing concept should be concerned about marketing ethics as well as broader issues of social responsibility.

71. Marketing ethics are the moral standards that guide marketing decisions and actions.

72. Moral standards often vary from one person to another, from one society to another, and among different groups within a society, so there is likely to be disagreement about what opinion is correct when it comes to marketing ethics.

73. A manager shouldn’t be criticized for making an unethical marketing decision unless the ethical breach was intentional.

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74. The American Marketing Association has adopted a code of ethics that sets specific ethical standards for many aspects of the management job in marketing.

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