Marketing Management Study Set 4
Quiz 1: Marketing in Todays Business Milieu
A Firm with a Production Orientation Assumes That "If You
A firm with a production orientation assumes that "if you build it,they will come." Value and exchange are not considered to be core marketing concepts.
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Dell Computers employs one-to-one marketing by allowing a customer essentially to customize the product features that he or she desires.When Henry Ford said "People can have the Model T in any color-so long that it's black," he was reflecting a selling focus.
Don Peppers and Martha Rogers popularized the term one-to-one marketing.Some firms come close to one-to-one marketing by combining flexible manufacturing with flexible marketing to enhance customer choices.
Fred Wiersema's book The New Market Leaders states that marketers will continue to have more power than customers in both B2B and B2C markets.
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