87) IBM manager Celia Moore coordinates IBM's long-standing "Reinventing Education" program that involves intensive research into how educational institutions can use the fruits of new technologies to transform what they do. In the process, the program is actually helping to shape a market of significant interest to IBM. "We see the program very much as an investment, rather than handing out money," says Moore. The existence of this program indicates that IBM has a(n) ________ orientation. A) environmentalB) financial bottom line C) selling D) production E) triple-bottom-line Answer: EDifficulty: ModerateLO: 1.2: Explain the evolution of the marketing conceptAACSB: Analytical thinking88) Today, it's most likely that companies selling unsought goods will use a selling orientation.Answer: TRUEDifficulty: ModerateLO: 1.2: Explain the evolution of the marketing concept
89) Green marketing and sustainability are interchangeable terms describing the same concept.Answer: FALSEDifficulty: ModerateLO: 1.2: Explain the evolution of the marketing conceptAACSB: Ethical understanding and reasoning90) The customer orientation maintains that marketers must satisfy customers' needs in ways thatalso benefit society. Answer: FALSEDifficulty: ModerateLO: 1.2: Explain the evolution of the marketing conceptAACSB: Ethical understanding and reasoning91) The acronym ROI stands for return on internet. Answer: FALSEDifficulty: EasyLO: 1.2: Explain the evolution of the marketing concept 92) Explain why and how a company would adopt a customer orientation. 93) Explain the concept of corporate citizenship and why it is important for companies today. 94) Explain why it is often difficult to measure the value of marketing activities.
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- Summer '17
- Prof Farshad Salman