This preview shows page 1. Sign up to view the full content.
Unformatted text preview: er, has stagnated in recent years. People have stopped going to the circus because they miss
the circus tent and the intimate atmosphere it created. The newest thing in circuses is a return to
the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.
Antique circus wagons, calliope music, and cotton candy are replacing the exotic animals and the
prima donna performers. To satisfy the needs of this new audience, the tent circus now sells lattes
96. Refer to Circuses. Now circuses are trying to satisfy customers’ needs and wants and to profit
through customer satisfaction. They have adopted a _____ orientation.
retail ANS: D
A market-oriented philosophy is based on consumers’ wants and needs
KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Application 97. Refer to Circuses. To exhibit a societal marketing orientation, circuses could:
rely on publicity and avoid any promotions
empower their employees to satisfy customer
donate a percentage of their profits to local
use relationship marketing
emphasize customer value
The philosophy called the societal marketing orientation states that an organization exists not only
to satisfy customer wants and needs and to meet organizational objectives but also to preserve or
enhance individuals’ and society’s long-term best interests.
KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Application 98. Refer to Circuses. One of the tent venues is called Barnum’s Kaleidoscope, and it is in a
permanent location with the hopes that people who see the show will want to return and see it
again as well as bring their friends and relatives to the production. Which of the following
techniques would most likely advance this strategy of referrals and repeat business?
Authority to delegate
Relationship marketing is a strategy that entails forging long-term partnerships with customers.
KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 99. Refer to Circuses. The aggressive promotions used by advance men indicate that decades ago the
circuses probably had a _____ orientation.
product ANS: A
Sales-oriented organizations achieve their sales goals primarily through intensive promotion.
KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 100. Refer to Circuses. The circus’s goal of redesigning the circus experience is being completed
through the coordination of many marketing activities, such as value pricing, a product that
includes exciting performances, tent venue locations, and promotion. These activities make up the
View Full Document
This document was uploaded on 09/29/2013.
- Fall '13