Marketing Final Exam

Jewelry if its salespeople use aggressive marketing

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Unformatted text preview: stock more jewelry if its salespeople use aggressive marketing techniques, so the company provides strong incentives for salespeople and promotional allowances to resellers to get distribution for its jewelry. In other words, the company has a _____ orientation. a. promotion b. production c. sales d. market e. customer ANS: C The sales orientation assumes aggressive sales techniques will sell more product, regardless of customer desires and needs. PTS: 1 Thinking REF: 5 OBJ: 01-2 TOP: AACSB Reflective KEY: CB&E Model Strategy MSC: BLOOMS Application 25. If a company uses a sales orientation, consumer complaints would most likely result in: a. a modification of the sales presentation b. product reinvention c. continuous market research d. philanthropy e. attempts to cut production costs ANS: A The sales orientation relies on aggressive sales techniques to fuel business. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 26. 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. It has instructed its sales force to aggressively distribute and promote its printers. The CEO is sure the market will absorb more product if the sales force is determined and assertive. Fujifilm appears to have a _____ orientation. a. market b. production c. sales d. customer e. marketplace ANS: C A sales orientation is based on the belief that people will buy more goods and services if aggressive sales techniques are used. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Application 27. Which marketing management philosophy focuses on the question, “What can we make or do best?” a. Production b. Marketing c. Sales d. Societal e. Internal ANS: A A production orientation focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 28. Which marketing management philosophy focuses on the question, “How can we sell more aggressively?” a. Production b. Marketing c. Sales d. External e. Internal ANS: C A sales orientation is based on the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 29. Which marketing management philosophy focuses on the question, “What do customers want and need?” a. Sales b. Production c. Product d. Market e. Internal ANS: D A market orientation is based on the marketing concept, which is the idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives...
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