Marketing Final Exam

The product it produces exceeds demand e any of these

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Unformatted text preview: d. supply for the product it produces exceeds demand e. any of these conditions exist ANS: B The production orientation can survive in the short term under a variety of conditions; however, if market needs change, long-term survival is difficult. PTS: 1 REF: 5 OBJ: 01-2 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy MSC: BLOOMS Comprehension 19. A firm that adopts a(n) _____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace. a. customer b. exchange c. product d. market e. production ANS: E The production orientation forces a company to build whatever it builds best––that is, whatever it has the experience and expertise in doing. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 20. Toyota found that consumers wanted cars to last longer and be more environmentally friendly. GM, however, enjoyed being the top U.S. car producer and focused more on how many cars and trucks it could manufacture, not on what customers wanted from a vehicle. GM had more of a _____ orientation. a. sales b. production c. market d. product e. customer ANS: B The production orientation forces a company to build whatever it builds best––that is, whatever it has the experience and expertise in doing. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Application 21. The _____ orientation assumes people will buy more if aggressive selling techniques are used. a. market b. sales c. customer d. production e. exchange ANS: B The sales orientation assumes aggressive selling is what is needed to increase demand. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 22. Which marketing management philosophy is often adopted by organizations that sell unsought products such as life insurance, retirement plans, and preplanned funeral services? a. Sales orientation b. Production orientation c. Marketing orientation d. Product orientation e. Customer orientation ANS: A Aggressive selling is sometimes used by companies that sell products their customers do not want to buy. PTS: 1 REF: 5 Thinking KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 23. Which marketing orientation assumes people will buy more goods and services if aggressive marketing techniques are used? a. Sales b. Production c. Market d. Customer e. Marketplace ANS: A 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 24. Colorado Silversmith creates and markets silver and turquoise jewelry, which it sells to retailers in the western United States. The company’s management believes its retail customers will...
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This document was uploaded on 09/29/2013.

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