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Unformatted text preview: t philosophy?
The societal marketing orientation is the idea 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 interests.
KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Application 93. Refer to Ritz-Carlton Hotels. Ritz-Carlton embodies an organization-wide commitment to service
and support so that customers attain benefits relative to the price they pay for this service. Which
element of an organization’s focus is this commitment satisfying?
Primary goal making
Customer value is the relationship between benefits and the sacrifice necessary to obtain those
KEY: CB&E Model Customer OBJ: 01-3
TOP: AACSB Analytic
MSC: BLOOMS Application 94. Refer to Ritz-Carlton Hotels. Customer-oriented personnel, effective training programs,
employees with authority to make decisions and solve problems, and teamwork all work together
at Ritz-Carlton to implement which type of strategy?
relationship marketing b.
e. social marketing
empowered marketing ANS: A
Most successful relationship marketing strategies depend on customer-oriented personnel,
effective training programs, employees with authority to make decisions and solve problems, and
KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application 95. Refer to Ritz-Carlton Hotels. A guest’s suitcase was lost while in the care of hotel employees, and
that guest needed his suit for an important business meeting. The desk clerk took the guest to a
local mall to purchase clothing and shoes totaling $850. The fact that Ritz-Carlton employees
have the authority to solve customers’ problems quickly illustrates that these employees are
customer value giving
Empowerment is the delegation of authority to employees to solve customers’ problems quickly,
usually by the first person the customer notifies regarding a problem.
KEY: CB&E Model Strategy OBJ: 01-3 TOP: AACSB Reflective MSC: BLOOMS Application Circuses
As recently as 20 years ago, circuses came to town with tents, animals, clowns, and other
performers. An advance man arrived about two weeks before the circus actually arrived, covered
the community with posters, and gave out free tickets to schoolchildren. If the advance man had
done a good job, when the circus arrived and opened its tent doors, 300 to 600 people would fill
its seats. When the largest circus organizations merged, the newly formed Ringling Bros. and
Barnum & Bailey’s Greatest Show on Earth began performing in 4,000-seat arenas. Attendance,
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- Fall '13