Marketing Final Exam

Has stagnated in recent years people have stopped

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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 and wine. 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. a. societal b. c. d. e. selling production market retail ANS: D A market-oriented philosophy is based on consumers’ wants and needs PTS: 1 REF: 6 Thinking 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: a. rely on publicity and avoid any promotions b. empower their employees to satisfy customer wants c. donate a percentage of their profits to local educational institutions d. use relationship marketing e. emphasize customer value ANS: C 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. PTS: 1 REF: 6 Thinking 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? a. Relationship marketing b. Empowerment c. Sales orientation d. Authority to delegate e. Transactional marketing ANS: A Relationship marketing is a strategy that entails forging long-term partnerships with customers. PTS: 1 REF: 9 Thinking 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. a. sales b. c. d. e. market production societal product ANS: A Sales-oriented organizations achieve their sales goals primarily through intensive promotion. PTS: 1 REF: 12 Thinking 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 _____ for...
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This document was uploaded on 09/29/2013.

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