Marketing Final Exam

Lowest possible prices unfortunately the lowest

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Unformatted text preview: ble at the lowest possible prices. Unfortunately, the lowest priced diamonds these days are sold by African rebels who use the profits to engage in genocide. Human rights organization have asked jewelers to buy diamonds that are “conflict free”––that is, from South Africa, Australia, or Canada. LeeBrant is one retail jewelry store that sells only diamonds that are certified to be from these countries. LeeBrant is exhibiting which marketing management orientation? a. Production b. Sales c. Societal marketing d. Direct e. Omnipotent ANS: C LeeBrant has a societal marketing orientation because it is not only trying to satisfy customers’ wants but also is trying to enhance society’s long-term best interests. The other jewelers that continue to sell diamonds purchased from the rebels are more interested in satisfying their customers’ desire for lower prices than in serving society. PTS: 1 REF: 6 KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Ethics MSC: BLOOMS Application 55. Which marketing management philosophy focuses on the question, “What do customers want and need, and how can we benefit society?” a. Internal b. External c. Sales d. Societal marketing e. Production ANS: D The societal marketing concept extends the marketing concept by acknowledging that some products that customers want may not really be in their best interests or in the best interests of society as a whole. PTS: 1 REF: 6 KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Ethics MSC: BLOOMS Comprehension 56. The sales and market orientations differ on all of the following characteristics EXCEPT: a. those to whom the product is directed b. the firm’s performance c. the firm’s business d. the firm’s primary goal e. the tools to achieve goals ANS: B These two orientations differ with respect to the organization’s focus, the firm’s business, those to whom the product is directed, the firm’s primary goal, and the tools used to achieve those goals. PTS: 1 REF: 7 Thinking KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 57. Market-oriented firms primarily focus their efforts upon: a. improving the technological skills and competitive advantages of the firm satisfying the organization’s needs for low overhead achieving the company’s societal responsibilities inexpensively distributing goods and services satisfying the wants and needs of their customers b. c. d. e. ANS: E Market-oriented firms are focused outward toward their customers. PTS: 1 REF: 7 Thinking KEY: CB&E Model Customer OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 58. Which of the following statements about a typical sales-oriented business is TRUE? a. The company develops its products to meet the needs of specific groups of people. b. The primary goal of the company is profit through customer satisfaction. c. The company invests the majority of its resources in promoting its products and services. d. The company is in business to satisfy custom...
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