Question 1

Describe the three marketing orientations

Accepted Answer

.Product orientation (Build a better mousetrap and customers will beat a path to your door)
.Sales orientation (persuasion)
.Target audience-centered orientation (based on the needs and wants of the target audience)

Question 2

Describe the organization-centered philosophy and the clues to identifying it

Accepted Answer

.The offering is inherently desirable
.Customer ignorance and lack of motivation cause lack of organizational success
.There is a only a minor role for research
.Marketing is defined as only promotion and communication
.Only one marketing strategy is being used
.Generic Competition is ignored.

Question 3

Describe the target audience-centered approach to marketing management

Accepted Answer

.Uses a behavioral bottom line
.Begins and ends with target audience needs and wants
.Relies on research
.Uses market segmentation to design separate marketing programs
.Defines competition as whatever competes for the target audience's time, energy and money
.Uses the whole marketing mix of product, place, price and promotion

Question 4

How can an organization introduce a target audience-centered mindset?

Accepted Answer

The answer of How can an organization introduce a target...

Question 5

Describe how marketing fits into the management of an organization

Accepted Answer

The answer of Describe how marketing fits into the management...

Question 6

The ultimate objective of marketing is to
A) promote goods and services
B) influence behavior
C) educate 
D) change values or attitude
E) communicate

Accepted Answer

The ultimate objective of marketing is to influence consumer behavior, leading to the purchase of goods or services.

Question 7

Organizations which offer goods and services that they decide are good for the public are called
A) consumer oriented
B) sales oriented
C) product oriented
D) promotion oriented
E) marketing oriented

Accepted Answer

Product oriented organizations focus on creating goods and services they believe are beneficial for the public, rather than responding to consumer demands.

Question 8

Organizations are often NOT target audience-centered because they
A) pursue their mission and goals
B) consider the needs and wants of the target audience
C) concentrate on products, services and ideas
D) focus substantially on research
E) segment their target audiences

Accepted Answer

The answer of Organizations are often NOT target audience-centered because...

Question 9

Which of following is NOT an example of a marketing mindset?
A) We are dependent on our target audiences
B) We want the transaction at any cost
C) Customers do not necessarily control our mission definition
D) We focus substantially on research
E) Marketing is used to maximize our revenues

Accepted Answer

A marketing mindset focuses on understanding and meeting customer needs, building relationships, and creating value, rather than prioritizing transactions at any cost.

Question 10

An organization-centered orientation holds that
A) Customer research is very important
B) Advertising and promotion need not be the most important activities
C) several marketing strategies are necessary
D) Our competition is anyone that competes for our customer's time, energy or money
E) customer ignorance and lack or motivation cause programs to fail

Accepted Answer

The answer of An organization-centered orientation holds that
A) Customer research...

Question 11

A target audience-centered orientation considers
A) The perceptions, needs and wants of the customer
B) The best Advertising strategy
C) The satisfaction of the target audience
D) a and c  
E) a, b and c

Accepted Answer

A target audience-centered orientation focuses on understanding and addressing the perceptions, needs, and wants of the customer (A) and ensuring the satisfaction of the target audience (C).

Question 12

Research can
A) clarify the perceptions, needs and wants of the customer
B) anticipate changes in the perceptions, needs and wants of the customer
C) indicate how and why people behave
D) what audiences are potential targets for the organization
E) all of the above

Accepted Answer

Research can serve multiple purposes, including understanding customer perceptions, anticipating changes, analyzing behavior, and identifying target audiences, making all options correct.

Question 13

Generic competition for museum attendance would NOT include
A) an exhibit at another museum 
B) a football game
C) thunderstorms
D) failure to take risks and change the status quo
E) symphony concerts

Accepted Answer

The answer of Generic competition for museum attendance would NOT...

Question 14

The authors believe that the most serious competition nonprofits often face is
A) the growth of other nonprofits
B) the status quo
C) generating funding
D) enlisting volunteers
E) identifying generic competition

Accepted Answer

The authors suggest that the most serious competition nonprofits face is the status quo, as it represents the existing state of affairs that nonprofits must challenge to create change.

Question 15

Target audience-centered marketing means that the organization might undertake
A) a change in the value proposition (product, service or idea itself)
B) a change in organizational goals
C) increase use of multiple advertising or communication strategies to reach its audiences
D) focusing more advertising on the organization's single primary audience
E) a reduction in research to allow more money in promotion

Accepted Answer

The answer of Target audience-centered marketing means that the organization...

Question 16

Marketing should
A) replace management's organizational goals with those that are target audience focused
B) support management
C) change the mission statement
D) modify organizational objectives
E) challenge any organizational decision that isn't target audience focused

Accepted Answer

Marketing should support management by aligning its strategies with the organization's goals and objectives, ensuring that the target audience's needs are met while also fulfilling the company's mission.

Quiz 2: Developing a Customer-Centered Mindset

Describe the three marketing orientations

Describe the organization-centered philosophy and the clues to identifying it

Describe the target audience-centered approach to marketing management

How can an organization introduce a target audience-centered mindset?

Describe how marketing fits into the management of an organization

The ultimate objective of marketing is to

Organizations which offer goods and services that they decide are good for the public are called

Organizations are often NOT target audience-centered because they

Which of following is NOT an example of a marketing mindset?

An organization-centered orientation holds that

A target audience-centered orientation considers

Research can

Generic competition for museum attendance would NOT include

The authors believe that the most serious competition nonprofits often face is

Target audience-centered marketing means that the organization might undertake

Marketing should