One of the reasons given for the decline of the

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82. One of the reasons given for the decline of the passenger rail industry in the United States is that the industry defined its mission as trains and not as transportation sources. The railroad industry failed to: a. define its mission in terms of the benefits its customers seek b. ignore the marketing concept of serving customer needs and wants c. realize "customers only want what they know" d. have a sales orientation e. empower the consumer ANS: A A market-oriented firm defines its business in terms of the benefits its customers seek. Because of the limited way the railroad industry defined its business, it missed an opportunity to define itself in terms of the benefits customers were seeking. PTS: 1 REF: 10-11 OBJ: 01-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 83. Walker Farms has heard from many of its customers that they would like organic produce. As a result Walker Farms became a certified organic farm. Walker realizes that, while not all consumers are will- ing to pay the higher prices for organic produce, his customers want the organic produce. Walker real- ized:
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PTS: 1 REF: 10-11 OBJ: 01-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 84. All of the following are basic marketing mix decisions EXCEPT: PTS: 1 REF: 11 OBJ: 01-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Distribution | TB&E Model Pricing | TB&E Mod- el Product | TB&E Model Promotion 85. One way to identify the orientation of a firm is to examine its primary goal. If a firm seeks to achieve profitability through sales volume, it would probably be: PTS: 1 REF: 1 OBJ: 01-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
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