Deck 1: An Introduction to Marketing

Question 1

How would a firm benefit from production orientation?

A)competition is weak and demand exceeds supply
B)the market demand falls short of the firm's supply
C)the product it produces is not something that customers want
D)it wants to preserve society's long-term best interests

Answer 1

A

Question 2

Which of the following best described production-oriented firms?

A)They do not focus on their internal capabilities.
B)They lack an understanding of the needs and wants of the marketplace.
C)They focus on their customers and have quick cycle times.
D)They determine what products their customers want and then produce them.

Answer 2

B

Question 3

What is the definition of want?

A)product or service that is not a necessity
B)product or service that is a necessity
C)product or service a consumer needs
D)product or service that is built for the customer

Answer 3

A

Question 4

For many years, Procter & Gamble (P&G) viewed its Ivory soap as just plain old soap. P&G focused on how well it made Ivory soap and not on what customers wanted from a bar of soap. What type of orientation did the company have?

A)sales
B)production
C)market
D)customer

Question 5

Which of the following best describes marketing?

A)It is more of a philosophy rather than an organization function.
B)It is focused on just selling goods, services, and/or ideas.
C)It rewards the seller and not the buyer of a transaction.
D)It focuses on delivering value and benefits to customers.

Question 6

What type of orientation does a company have when their strategies are based on what its current equipment can produce, what products can be designed, and what the company can do best?

A)marketplace
B)sales
C)production
D)exchange

Question 7

Researchers at PPG Industries spent 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 better than the existing windshields. This suggests PPG most likely has which type of orientation?

A)exchange
B)production
C)sales
D)customer

Question 8

What is the definition of marketing?

A)understanding the wants of the consumer
B)understanding the needs of the consumer
C)developing the needs for the advertising
D)developing the wants of a marketing firm

Question 9

What is marketing's sole focus?

A)a control system
B)Marketing products
C)understanding the customer
D)profits

Question 10

Which of the following best describes marketing?

A)promotional activities
B)personal selling
C)advertising
D)customer satisfaction

Question 11

What is Saatchi & Saatchi?

A)a global communications and advertising company
B)an accounting company
C)a marketing company
D)a financial business

Question 12

Owens' Tools manufactures oil-drilling equipment. The firm has always focused on their internal mix as opposed to understanding the needs of customers. What orientation does this describe?

A)sales
B)production
C)market
D)customer

Question 13

What is the definition of customer needs?

A)a product or service that customers already possess
B)a product or service that fills the status quo
C)a product or service that the customer requires and does not possess
D)a product or service that customers want

Question 14

What type of orientation does a firm have if it doesn't take into consideration the needs of the marketplace?

A)customer
B)product
C)market
D)production

Question 15

Indonesian logging companies harvest rainforests for wood and assume that a market exists for their products. Which type of orientation does the Indonesian logging company have?

A)exchange
B)environmental
C)production
D)sales

Question 16

What is the most important part of marketing?

A)planning strategy
B)customer management
C)engaging with the customer
D)reciprocity

Question 17

Which of the following is a major shortcoming of production orientation?

A)There is no customer value.
B)Customer satisfaction is not considered.
C)Customers' opinions are neglected in the process.
D)Customers are presented with whatever has been developed.

Question 18

What is a need?

A)an itch
B)a desire for something
C)a want
D)a belief that makes the customer satisfied

Question 19

Which of the following best defines marketing?

A)creating processes within an organization
B)creating advertising and social media strategies
C)analyzing the market for the next big product or service
D)helping shape the products and services of a firm

Question 20

What does the term marketing refer to?

A)new product concepts and improvements
B)selling
C)advertising and promotional activities
D)understanding and focusing on customer needs

Question 21

Which of the following best describes a sales orientation?

A)Consumers can be convinced to buy goods or services even though they do not need them.
B)Sales-oriented firms understand the needs and wants of the marketplace.
C)Sales-oriented firms give maximum emphasis to society's long-term best interests.
D)Intermediaries are encouraged to push manufacturers' products aggressively.

Question 22

What do companies that have implemented a market orientation strategy recognize?

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)Selling and marketing are essentially the same thing.

Question 23

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

A)a less aggressive sales presentation
B)product reinvention
C)continuous market research
D)attempts to cut production costs

Question 24

Mimi fashion designers use computer-assisted design software to create what it thinks women should wear. The company regularly hires industry experts to examine its factories to find waste that can be eliminated. For the last two years Mimi has lost money. What should the company do?

A)hire more retail efficiency experts to trace down any production problems
B)increase its sales force to find more potential customers for the firm
C)focus on its target market to see what needs and wants should be met by Mimi
D)cut prices so that its prices will be at least 10 percent below those of its competitors

Question 25

Hanif is an account manager at The Curb, a furniture store. To make his quota, he will be quite aggressive in his customer pitch to the point where his customers might feel harassed. Which orientation is Hanif using?

A)market orientation
B)sales orientation
C)customer orientation
D)production orientation

Question 26

Minor League Baseball suffers from poor attendance. If salespeople for the teams try to push the sales of tickets onto local softball teams, what type of marketing management philosophy are they utilizing?

A)sales orientation
B)market orientation
C)production orientation
D)societal marketing orientation

Question 27

Which of the following is a similarity between a production orientation and a sales orientation?

A)Both ignore the importance of assessing a firm's internal capabilities.
B)Both lack an understanding of the needs and wants of the marketplace.
C)Both place little emphasis on the assessment of manufacturing plants and facilities.
D)Both fail in a market where demand exceeds supply.

Question 28

What is the primary tool used by a sales-oriented organization to achieve its corporate goals?

A)price
B)sales pitches
C)product design
D)place (distribution)

Question 29

One way to identify the orientation of a firm is to examine its primary goal. What type of marketing management philosophy does a firm practise if it seeks to achieve profitability through higher sales volume?

A)societal marketing orientation
B)market orientation
C)sales orientation
D)production orientation

Question 30

Lululemon has become one of the nation's largest specialty retailers by focusing on the customer's needs and wants. This philosophy is at the heart of which type of orientation?

A)sales
B)market company
C)retail
D)production

Question 31

Which of the following best describes a sales-oriented business?

A)The company develops its products to meet the needs of specific groups of people.
B)The company's primary goal is profit through customer satisfaction.
C)The company invests the majority of its resources in promoting its products and services.
D)The company is in business to satisfy customers' wants and needs and deliver superior value.

Question 32

The manufacturer of Country Kitchen Art bowls relies solely on promotion as the technique for attracting customers. They advertise in cooking magazines and offer coupons. From this information, what sort of orientation does Country Kitchen Art have?

A)market
B)societal
C)production
D)sales

Question 33

Jacques Torres Chocolate is a factory and retail store. Its owner is willing to try to produce new flavours when his customers suggest them-such as chili-pepper-laced chocolate candy. He believes his customers have the final say on whether the product is of any value. He states, "If something doesn't move, that's the last time you see it." How does Jacques Torres Chocolate keep its customers coming back?

A)It directs its chocolates to the "average customer."
B)It seeks its goals primarily through the use of intensive promotion.
C)It has an inward focus on the organization's needs.
D)It profits through customer satisfaction.

Question 34

Which of the following is primarily used by a market-oriented organization to achieve its goals?

A)advertising, sales, and public relations
B)price
C)product design
D)place (distribution)

Question 35

Innovative Silversmiths creates and markets silver and turquoise jewellery, which it sells to retailers. The company's management believes its retail customers will stock more jewellery if its salespeople use aggressive marketing techniques. Which type of orientation does the company have?

A)customer orientation
B)production orientation
C)sales orientation
D)market orientation

Question 36

What type of company assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product?

A)an exchange-oriented company
B)a market-oriented company
C)a sales-oriented company
D)a production-oriented company

Question 37

Canon Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. Canon projects a production increase of 25 percent and has instructed its sales force to distribute the product. What type of marketing management orientation is Canon practising?

A)sales orientation
B)production orientation
C)market orientation
D)societal marketing orientation

Question 38

Tata Motors has improved the productivity of its plant. For the new financial year, the company projects a production increase of 30 percent. It has instructed its sales force to aggressively distribute and promote its trucks. The company believes the market will absorb more products if the sales force is aggressive. What sort of orientation does Tata have?

A)market
B)production
C)sales
D)customer

Question 39

Which of the following is a sales-oriented organization?

A)Fournotts Corp., which produces what the company management thinks should be produced
B)Magnira Corp., which understands the needs and wants of the marketplace
C)Fillets Inc., which believes in the philosophy that aggressive sales techniques can result in high sales
D)Laelle Inc., which believes that a sale is based on a customer's decision to purchase a product.

Question 40

Which of the following is a drawback of the sales-orientation philosophy?

A)It gives excessive importance to the needs and wants of the marketplace.
B)It cannot convince people to buy goods that are neither wanted nor needed.
C)It places little emphasis on the assessment of manufacturing plants and facilities.
D)It gives importance to the production function over other functions.

Question 41

Levi Strauss has developed a line of jeans that does not use any chemical dyes to colour the pants. Consumers like the look of the jeans, and Levi's use of all-natural dyes is good for the environment. The production of this line would be consistent with which type of orientation?

A)societal marketing orientation
B)supplier orientation
C)sales orientation
D)production orientation

Question 42

What does the marketing concept involve?

A)focusing on customers' wants so that the organization can distinguish its product (or products) from the competitors' products
B)selling products at the highest prices that the market will bear 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)focusing on production in order to increase product quality and lower prices

Question 43

Dofasco Inc. is a highly successful steel company in Ontario. They work together with the community to decide what projects will improve the local environment.This indicates that Dofasco has which type of orientation?

A)societal marketing orientation
B)sales orientation
C)product orientation
D)philanthropic orientation

Question 44

Nessca Corp. manufactures electronic gadgets. It instructs its marketing team to competitively advertise and promote its gadgets. The company, instead of believing in market research, believes that the market will absorb more products if customers are made aware of the products. Which of the following best describes the workforce of Nessca Corp.?

A)It is inward looking, focusing on selling what the firm makes.
B)It takes responsibility for its customers' well-being and interests.
C)It assumes that sales depend on a customer's decision to purchase a product.
D)It focuses on determining the needs of its customers rather than selling aggressively.

Question 45

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

A)producing a good or service at the lowest possible cost
B)meeting organization objectives
C)constantly increasing sales volumes
D)applying scientific management techniques to improve efficiency

Question 46

Shoppers at a supermarket can request Smart Partner cards. A percentage of the amount of money each shopper spends is given to a school of their choice. What type of orientation does the supermarket have?

A)societal marketing orientation
B)supplier orientation
C)sales orientation
D)philanthropic orientation

Question 47

Allied Inc., a beverage manufacturer, follows a societal marketing orientation. It now wants to revamp its existing containers as they were found to be harmful to its users. In this case, what will Allied Inc. most likely do?

A)change the label of the old containers and use them
B)sell containers that will leave high amounts of chemical wastes when burned
C)produce containers that are less toxic than its previous containers
D)manufacture containers that cannot be reused

Question 48

The marketing concept includes a goal orientation to remind managers of which of the following?

A)Satisfying customers is as important as achieving long-term organizational goals.
B)Customers must be satisfied no matter what the long-term effect on the firm.
C)The only reason for any business to exist is to make a profit.
D)The objective is to find a target market that differs from that of the competition.

Question 49

Many of the lowest-priced diamonds are sold by African rebels who use the profits to engage in genocide. LeeBrant is one retail jewellery store that sells only diamonds that are certified to be from "conflict-free" countries. One could say that LeeBrant has which of the following types of orientation?

A)production orientation
B)sales orientation
C)societal marketing orientation
D)market orientation

Question 50

Which of the following strategies is most closely associated with the societal marketing orientation?

A)competing in the market
B)fostering opportunism
C)using clean energy sources
D)increasing overhead production costs

Question 51

How do personnel in sales-oriented firms differ from personnel in market-oriented firms?

A)Personnel in sales-oriented firms tend to be inward looking.
B)Personnel in sales-oriented firms focus on making what the market wants.
C)Personnel in sales-oriented firms enhance individuals' and society's long-term best interests.
D)Personnel in sales-oriented firms determine the needs of both the final buyer and intermediaries.

Question 52

For years, Richard Branson, founder of the Virgin Group, has believed in customer service. He believes that good customer service stems from an environment founded on "a chain, one that is consistent from beginning to end." Which idea has Virgin Group captured in this short phrase?

A)the societal concept
B)Maslow's hierarchy of needs
C)the marketing concept
D)the sales-orientation philosophy

Question 53

Kinko's copy shops use 27 square kilometres of forest to produce all of the paper needed by the corporation annually. While the company is committed to making a profit, it is also committed to preserving the environment. What type of orientation does Kinko's follow?

A)societal marketing orientation
B)sales orientation
C)reciprocal orientation
D)production orientation

Question 54

An organization believes that it exists not only to satisfy customer wants and needs and meet organizational objectives, but also to preserve individuals' and society's long-term best interests. What type of orientation does the organization have?

A)sales orientation
B)market orientation
C)ethical business mission orientation
D)societal orientation

Question 55

The statement "Marketing should be introduced at the beginning rather than the end of the production cycle and integrated into each phase of the business," is consistent with which type of orientation?

A)production
B)market
C)retail
D)sales

Question 56

If a firm extensively uses relationship marketing strategies, which of the following is it most likely to do?

A)focus on the internal rather than the external business environment
B)rely on aggressive sales strategies
C)focus on short-term goals of increasing sales
D)encourage teamwork among employees

Question 57

Which of the following strategies are put into place by a company that has a market orientation?

A)integration of all the activities of the firm to satisfy customer wants
B)focus on company needs and wants
C)differentiation of the firm's products from other firms' products
D)sales growth fuelled through the application of aggressive sales techniques

Question 58

The manufacturer of Omega brand watches has a market orientation and follows the marketing concept. Which of the following describes the first action the company would most likely take if it learned its customers were dissatisfied with its watches?

A)hire more salespeople
B)conduct research to determine if its customers' needs had changed
C)increase its advertising to underserved markets
D)increase the number of jewellery stores that carry Omega watches

Question 59

Livin' Styles is a home décor company that is well known for its varieties of designs. The management of Livin' Styles collaborates with its customers and co-creates designs. What does this example illustrate?

A)following a sales orientation
B)focusing on environmental value
C)delegating authority
D)creating customer value

Question 60

Which of the following is a marketing management philosophy?

A)sales promotion orientation
B)societal change orientation
C)marketing company orientation
D)profitability orientation

Question 61

Which of the following best defines customer satisfaction?

A)the relationship between benefits and the sacrifice necessary to obtain those benefits
B)a good or service in terms of whether it has met customers' needs and expectations
C)a customer's value of purchases that are of the quality he expects and are sold at prices he is willing to pay
D)a purchase that helps obtain a benefit

Question 62

Fresh Looks is a beauty salon that uses organic products to minimize the environmental impact of chemical-based products. It uses natural soaps and shampoos and other vegan beauty products such as vegan moisturizers, nail polishes, and spa treatments. What type of business orientation has this eco-friendly beauty business adopted?

A)market orientation
B)sales orientation
C)societal marketing orientation
D)production orientation

Question 63

What is customer satisfaction?

A)the relationship between benefits and the sacrifice necessary to obtain those benefits
B)a good or service in terms of whether it has met customers' needs and expectations
C)a customer who wants to purchase something
D)the relationship between benefits and opportunity necessary to obtain those benefits

Question 64

Jojo is a bath and body product manufacturer. This company produces handmade soaps and other products that are made of organic ingredients such as natural, herbal, and fruit extracts. It purchases its raw materials from local farmers and businesses. In this scenario, what type of orientation has Jojo adopted?

A)market orientation
B)production orientation
C)sales orientation
D)societal marketing orientation

Question 65

Which of the following best describes customer relationship management?

A)It involves linking all processes of a company from its customers through its suppliers.
B)It tries to convince potential customers to buy, even if the seller knows that the customer and the product are mismatched.
C)It is used more by sales-oriented firms than market-oriented firms.
D)It is most extensively used by production-oriented firms.

Question 66

Which of the following best describes customer relationship management?

A)It involves targeting the average customer or everybody.
B)It involves establishing and tracking customer interactions with the company.
C)It considers all customers as one large group that should be targeted with a single promotional strategy.
D)It is used by sales-oriented firms to convince customers to buy their products.

Question 67

Canadian Smoked Turkey Inc. is mail-order business that doesn't accept credit cards and doesn't have a toll-free number for customers to call. It may be old-fashioned but has a very loyal following. What does Canadian Smoked Turkey probably use to maintain these long-term ties to its customers?

A)reactive marketing
B)synergistic management
C)relationship marketing
D)promotional marketing

Question 68

When a company replaces at its own expense any dissatisfied customer's purchases. What type of strategy is the company utilizing?

A)management empowerment
B)management-customer synergy
C)customer satisfaction
D)transactional marketing

Question 69

Happy Eating is a catering company that offers organic food. It serves eatables that are made from organic and locally grown fresh ingredients at private events and corporate functions. The company avoids using plastic and paper products for packaging. It also promotes awareness of the environmental benefits of choosing chemical free, organic food. In this scenario, what kind of orientation has Happy Eating adopted?

A)market orientation
B)societal marketing orientation
C)sales orientation
D)production orientation

Question 70

Shoppers at a supermarket can request Smart Partner cards. A percentage of the amount of money each shopper spends is given to a school the customer has chosen. How is the store using the Smart Partner cards?

A)as a part of its commitment selling
B)as a part of its transaction marketing
C)as a part of its retailer-customer synergy
D)as a part of its relationship marketing

Question 71

A company's interaction with a customer can be evaluated by which of the following?

A)satisfaction, relationship, and place
B)value, retention, and pricing
C)value, satisfaction, and relationship
D)satisfaction, relationship, and promotion

Question 72

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing support. After flying a certain number of miles, the frequent-flyer program participant earns a free flight. What are airlines that use frequent-flyer programs practising?

A)one-to-one marketing
B)transaction marketing
C)transformational marketing
D)relationship marketing

Question 73

In 2016, McDonald's introduced a "Step-It." It is a fitness tracker for kids. What type of orientation is McDonald's trying to follow?

A)societal marketing orientation
B)sales orientation
C)reciprocal orientation
D)production orientation

Question 74

Sky High Builders is a sustainable construction company that uses eco-friendly materials to repair or construct infrastructure in the city. The company's products are made from recycled plastic. What type of orientation does Sky High Builders have?

A)market orientation
B)sales orientation
C)production orientation
D)societal marketing orientation

Question 75

Adorn is a fashion brand that uses recycled materials to create its products. It produces eco-friendly dress materials, handbags, and other accessories from organic cotton, reused fabric pieces, and recycled plastic bottles. Adorn's policies clearly reflect its aim to protect the environment. What type of business orientation does Adorn have?

A)market orientation
B)sales orientation
C)production orientation
D)societal marketing orientation

Question 76

Which of the following best describes customer relationship management?

A)It involves targeting the average customer or everybody.
B)It involves establishing and tracking customer interactions with the company.
C)It considers all customers as one large group that should be targeted with a single promotional strategy.
D)It is used by sales-oriented firms to convince customers to buy their products.

Question 77

Surj went to Second Cup and ordered a vanilla latte on a Monday. He ordered the same drink from the same barista every day. A week later the barista, Jane, asked him if he would like his "usual." What this an example of?

A)commitment selling
B)relationship marketing
C)transactional marketing
D)market engineering

Question 78

Domino's Pizza is offering racing fans a chance to earn points toward NASCAR-branded merchandise via the NASCAR RacePoints loyalty program. What is Domino's engaging in?

A)transactional marketing
B)sports-distribution marketing
C)relationship marketing
D)one-to-one marketing

Question 79

What is created when customer expectations regarding product quality, service quality, and value-based price are met or exceeded?

A)a value line
B)quality products
C)dissonance excellence
D)customer satisfaction

Question 80

Nurture-U is an organic and natural beauty brand. It manufactures a varied stock of skin and environment-friendly products. It believes that the environment should be protected for future generations. The company is against the use of animal products and uses plant extracts. What type of orientation does Nurture-U have?

A)market orientation
B)sales orientation
C)production orientation
D)societal marketing orientation