Marketing Final Exam

Cbe model strategy obj 01 3 top aacsb reflective msc

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Unformatted text preview: mp;E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 84. One way to identify the orientation of a firm is to examine its primary goal. If a firm seeks to achieve profitability through sales volume, it would probably be: a. promotion oriented b. price oriented c. sales oriented d. production oriented e. retail oriented ANS: C A sales-oriented organization seeks to achieve profitability through sales volume and tries to convince potential customers to buy. PTS: 1 REF: 11 Thinking KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 85. All of the following are basic marketing mix decisions EXCEPT: a. sales b. price c. product design d. place (distribution) e. promotion ANS: A The four marketing mix decisions include product decisions, place (or distribution) decisions, promotion decisions, and pricing decisions. PTS: 1 REF: 12 OBJ: 01-3 TOP: AACSB Reflective Thinking KEY: CB&E Model Distribution | CB&E Model Pricing | CB&E Model Product | CB&E Model Promotion MSC: BLOOMS Evaluation 86. The owner of Maine Kitchen Art bowls, spoons, and cutting boards knows marketing can make his company a success. He wants to rely solely on promotion as the technique for attracting customers. He advertises extensively in cooking magazines and provides retailers who carry his product with attractive displays. From this information, you know that Maine Kitchen Art has a _____ orientation. a. b. c. d. e. market societal production sales product ANS: D A sales-oriented organization views promotions as the primary tool used to achieve its goals. PTS: 1 REF: 12 Thinking KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 87. Fujifilm Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. For the new fiscal year, the company projects a production increase of 25 percent and has instructed its sales force to aggressively distribute and promote the product. The CEO is sure the market will absorb more product if the sales force is determined and assertive. Apparently Fujifilm: a. has an outward organizational focus on its customers wants and preferences b. seeks its goals primarily through the use of intensive promotion c. directs its products to specific groups of people d. is in the business of satisfying customers e. profits through customer satisfaction ANS: B Fujifilm definitely has a sales orientation. PTS: 1 REF: 12 Thinking KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 88. _____ is the primary tool used by a sales-oriented organization to achieve its corporate goals. a. Price b. Promotion c. Product design d. Place (distribution) e. Production ANS: B A sales-oriented organization seeks to generate sales volume based upon intensive promotional activities. PTS: 1 REF: 12 Thinking KEY: CB&E Model Promotion OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 89....
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