Ans the most important component for a sales

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ANS: The most important component for a sales orientation is an aggressive sales force. The sales force can push intermediaries to carry products, or push consumers to purchase. For the entrepreneur in question, this is important, as hunters rarely buy GPS equipment directly from the manufacturer. Instead, GPS equipment is offered through specialty resellers. An aggressive sales force could help the entrepreneur sell his product in more outlets. However, despite a high-quality sales force, even aggressive salespeople cannot convince people to buy goods and services that are neither wanted nor needed. PTS: 1 REF: 5 OBJ: 01-2 TOP: AACSB Communication | TB&E Model Strategy 8. Explain the marketing concept and market orientation. What three requirements are necessary to im- plement a market orientation? ANS: The philosophy of the marketing concept states that the social and economic justification for an organ- ization's existence is the satisfaction of customer wants and needs while meeting organizational object- ives. Market orientation requires top management leadership, a customer focus, competitive intelli- gence, and interfunctional coordination to meet customer wants and needs and deliver superior value. It also entails establishing and maintaining mutually rewarding relationships with customers. The marketing concept and market orientation involve: focusing on consumer wants so the organization can distinguish its product(s) from competit- ors' offerings integrating all the organization's activities, including production, to satisfy these wants achieving long-term organization goals by satisfying customer wants and needs legally and re- sponsibly PTS: 1 REF: 5-6 OBJ: 01-2 TOP: AACSB Communication | TB&E Model Strategy 9. Explain the societal marketing orientation and describe an example of a company implementing this orientation. ANS: 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 best interests. Students' examples will vary depending upon what commer- cials, advertisements, and publicity they have been exposed to. All should select a company that exists not only to satisfy customers' wants and needs and to meet organizational objectives but also to pre- serve or enhance individuals' or society's long-term best interests. PTS: 1 REF: 6 OBJ: 01-2 TOP: AACSB Communication | AACSB Ethics | TB&E Model Strategy 10. What is customer value? What are the six ways marketers can make sure customers perceive their companies/products as sources of value?
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ANS: Customer value is the relationship between benefits and the sacrifice necessary to obtain those bene- fits. Marketers who want to be perceived by their customers as offering value can (1) offer products that perform as they are expected to, (2) earn trust, (3) avoid unrealistic pricing, (4) give the buyer facts, (5) offer organization-wide commitment in service and after-sales support, and (6) co-creation.
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