Question 31. Companies that rely on the marketing concept and that have implemented a market

31. Companies that rely on the marketing concept and that have implemented a market
orientation strategy recognize that:
a. price is the most important variable for customers
b. sales depend predominantly on an aggressive sales force
c. what the customer thinks he or she is buying is what is important
d. a company has to apply scientific management techniques to survive
e. selling and marketing are essentially the same thing
32. A company that has a market orientation and adheres to the marketing concept does NOT:
a. integrate all the activities of the firm to satisfy customer wants
b. focus on consumer needs and wants
c. differentiate the firm’s products from its competitor’s products
d. fuel sales growth through the application of aggressive sales techniques
e. concentrate on long-term goal achievement (such as profits and growth) for the firm
.
33. Minor League Baseball (MiLB) suffers from sluggish attendance. To attract more fans to MiLB games,
owners often resort to gimmicks–free hot dog nights, events designed to get into the Guinness Book of
Records, and celebrity visits. Since baseball fans are seldom asked what would make them want to attend
more games, this suggests most MiLB teams do not have a(n) _____ orientation.
a. sales
b. empowerment
c. community
d. societal
e. market
.
34. A company adhering to the marketing concept will likely take which of the following steps if it
learned that its customers were dissatisfied with its product?
a. hire more salespeople
b. decrease its organizational overhead
c. increase its advertising to underserved markets
d. increase the number of outlets in which the product is sold
e. conduct research to determine if its customers’ needs have changed
35. At the Lands End web site a customer can chat on-line with customer service representatives
while shopping. This live help allows customers to have questions answered before placing
an order. This fo-cus on meeting customer needs illustrate a(n) _____ orientation.
a. societal
b. market
c. sales
d. production
e. one-to-one
36. The marketing concept involves:
a. focusing on customers’ wants and needs so that the organization can distinguish
its product (or products) from competitors’ products
b. satisfying management’s needs and wants with the idea of maximizing profits in
the short run
c. selling as much product as possible under the assumption people will buy more
goods and services if aggressive selling techniques are used
d. selling as much as possible under the assumption consumers will buy more at lower prices
e. focusing on production in order to increase product quality and lower prices
37. The marketing concept stresses that the social and economic justification for an
organization’s exis-tence is the satisfaction of customer needs and wants while:
a. producing a good or service at the lowest possible cost
b. improving the general standard of living
c. constantly increasing sales volumes
d. applying scientific management techniques to improve efficiency
e. simultaneously meeting organization objectives
38. After hearing his company criticized for its failure to respond to consumer needs, the CEO of a
bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy. Which of the following actions would be the best approach to achieving this goal?
a. reorganize the company and make marketing its most important department
b. hire new salespeople to find new customers
c. expand the advertising budget to make potential customers more aware of its
product of-ferings
d. create cross-functional teams and instruct them to focus on creating greater customer value
e. hire a new product development manager
.
39. Jacques Torres Chocolate is a factory and retail store in Brooklyn. Its owner is willing to try to pro-duce new products when his customers suggest them–such as chili-pepper-laced chocolate candy.
His only condition is that when he adds new products, his customers have the final say on whether
the product is of any value. According to Torres, “If something doesn’t move, that’s the last time you
see it.” By focusing on customers’ wants, the chocolate company exhibits a(n)_____ orientation.
a. exchange
b. product
c. production
d. sales
e. market
40. SAP, the world’s largest business software company, has pledged to put the “customer at
the center” of their universe. SAP has captured the idea of:
a. the 80/20 rule
b. Maslow’s hierarchy of needs
c. the marketing concept
d. the sales orientation philosophy
e. the societal concept
41. When a homeowner visited The Home Depot to buy what he thought he needed to fix a leaking toilet,
he gathered up materials totaling almost $70. One his way to checkout, an employee asked him what
was he trying to fix. After some discussion, the employee convinced the homeowner that a $5.99 re-placement part would fix the problem better than the materials he thought he needed and with less
trouble. This sort of discussion between employees and customers is commonplace at The Home
De-pot and indicates the retail store has a(n) _____ orientation.
a. sales

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