A firm with a production orientation is most likely

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18. A firm with a production orientation is most likely to survive if: a. there are many small competitors in the marketplace b. demand for the product it produces exceeds supply c. the needs of the marketplace are constantly shifting 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 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 19. A firm that adopts a(n) _____ orientation to marketing will fail to consider whether what the firm pro- duces most efficiently also meets the needs of the marketplace.
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PTS: 1 REF: 4 OBJ: 01-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 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 and not on what customers wanted from a vehicle. GM had more of a _____ orient- ation. PTS: 1 REF: 4-5 OBJ: 01-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 21. The _____ orientation assumes people will buy more if aggressive selling techniques are used. PTS: 1 REF: 5 OBJ: 01-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 22. Mimi Couturier is a design company that specializes in formalwear for women. The company is known for challenging fashion mores. The company's fashion designers use computer-assisted design software to create what it thinks women should wear. The company regularly hires industry experts to examine its factories to find waste and inefficiencies that can be eliminated. The company has expan- ded the number of products it offers for sale many times. However, for the last two years Mimi Cou- turier has lost money, and it has had to lay off some of its work force. To avoid this occurrence in the future, Mimi Couturier should: a. hire more retail efficiency experts to trace down any production problems b. increase its sales force to find more potential customers for the firm c. have someone study its target market to see what needs and wants should be met by Mimi Couturier d. cut prices so that its prices will be at least 10 percent below those of its competitors
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e. design more sophisticated products that use the latest computer-aided techniques ANS: C Mimi Couturier has been production-oriented. It should develop a market orientation, which means the firm will produce only those items needed by its target market.
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