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KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB MSC: BLOOMS Synthesis 7. Consider the following statement: “Relationship marketing is not possible in a firm embracing a
production orientation.” Do you agree or disagree with this statement? Explain your answer.
A company with a production orientation concentrates on what it can do best––its internal
capabilities. Sometimes what the company produces is exactly what the customer wants, so it
could be possible for a company to engage in relationship marketing (a strategy that entails
forging long-term partnerships with customers) and still have a production orientation. However,
the most successful relationship marketing strategies depend on customer-oriented personnel,
effective training programs, employees with authority to make decisions and solve problems, and
REF: 5 | 9
KEY: CB&E Model Strategy OBJ: 01-2 | 01-3 TOP: AACSB MSC: BLOOMS Synthesis 8. What is the marketing concept? According to the marketing concept, what determines if a sale
will actually occur?
ANS: The marketing concept is a simple and intuitively appealing philosophy that articulates a
marketing orientation. It states that the social and economic justification for an organization’s
existence is the satisfaction of customer wants and needs while meeting organizational objectives.
It is based on an understanding that a sale does not depend on an aggressive sales force but rather
on a customer’s decision to purchase a product.
KEY: CB&E Model Strategy OBJ: 01-2
TOP: AACSB Analytic
MSC: BLOOMS Synthesis 9. Explain the marketing concept and market orientation. What three requirements are included in
the marketing concept?
The philosophy of the marketing concept states that the social and economic justification for an
organization’s existence is the satisfaction of customer wants and needs while meeting
organizational objectives. Market orientation involves obtaining information about customers,
competitors, and markets; examining the information from a total business perspective;
determining how to deliver superior customer value; and implementing actions to provide value
to customers. The marketing concept includes:
focusing on consumer wants so the
organization can distinguish its product(s)
from competitors’ offerings
integrating all the organization’s activities,
including production, to satisfy these wants
achieving long-term goals of the organization
by satisfying customer wants and needs
legally and responsibly
KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB MSC: BLOOMS Synthesis 10. Explain the societal marketing orientation, and give an example of a company implementing this
The societal marketing orientation is the idea that an organization exists not only to satisfy
customer wants and needs and to meet organizational objectives but also to preserve or enhance
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- Fall '13