Chapter_1 1 Relationship marketing assumes that many consumers and business customers prefer to have an ongoing relationship with one organization rather than switch continually among providers in their search for value. True False 2 The fundamental problem with a sales orientation is a lack of understanding of the needs and wants of the marketplace. True False 3 A local grocer groups his customers into specific groups based on what they buy and when they shop. The grocer then schedules shipments of specific items based on these customer segments and offers different promotions to different customer groups. This is an example of customer relationship management. True False 4 A marketoriented organization targets its products at "everybody" or "the average customer." True False 5 Nonprofit organizations should adopt a sales orientation rather than a market orientation. True False 6 A marketoriented organization recognizes that different customer groups want different features or benefits. True False 7 A productionoriented firm focuses on its internal capabilities.
True False 8 The societal marketing orientation extends the marketing concept by acknowledging that some products that customers want may not really be in their best interests or the best interests of society as a whole. True False 9 Which of the following opinions is a critic of the salesorientation philosophy most likely to hold? Reducing prices is the most effective technique that helps increase product sales. Customers do not buy products unless the products are adequately promoted. Business firms should give maximum emphasis to advertising strategies. Business firms need to have a good understanding of the needs of the marketplace. 10 A firm that extensively uses relationshipmarketing strategies is most likely to: focus on the internal rather than the external business environment. rely on aggressive sales strategies. be highly centralized. encourage teamwork among employees. 11 Which of the following statements is true about ondemand marketing? It requires firms to focus on the internal rather than the external business environment. It gives maximum emphasis to aggressive personal selling strategies. It is aimed at enhancing customer relationships. It is used by salesoriented firms. 12 Which of the following is a difference between a marketoriented firm and a salesoriented firm? Unlike a marketoriented firm, a salesoriented firm puts customers at the center of its business. Unlike a marketoriented firm, a salesoriented firm uses relationshipmarketing strategies. Unlike a marketoriented firm, a salesoriented firm gives little emphasis to promotion activities. Unlike a marketoriented firm, a salesoriented firm
targets its products at the average customer.
- Fall '09
- Marketing, salesoriented firm, Filmin