1. Jorge recently interviewed with a business machine company for a sales position marketing copiers and printers to businesses. He was surprised to find that the company's emphasis was purely on sales and using aggressive sales tactics to convince buyers to purchase its line of photocopiers and printers. Which of the following is true about this company related to its marketing management philosophy? a. The company uses a targeted marketing strategy to ensure its products are best suited to the needs of the market. b. The company is focused on its customers' needs rather than its own goods, services, or making a profit. c. The company has an inward-looking focus on selling what the organization makes. d. The company values its customers and seeks to create customer value by offering high quality products at a fair price. 2. Several factors differentiate between those companies that use a sales orientation and those that use a market orientation. One factor relates to how a company defines its business. Which of the following business definitions or mission statements best characterizes an organization pursuing a sales orientation? a. JetBlue: To inspire humanity—both in the air and on the ground. b. American Express: We work hard every day to make American Express the world's most utilized credit card. c. Workday: To put people at the center of enterprise software. d. Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. 3. Many businesses today offer loyalty programs to customers, because gaining customers for life is a goal that enables firms to be more profitable. The Marriott hotel chain's loyalty programs are popular since customers can accumulate points that can be redeemed for upgrades or free room stays. Marriott also encourages members to complete their profiles by indicating the size of bed they prefer (double or king), type of pillow (foam or feather), handicap accessible needs, or other preferences. The profile information enables each hotel to utilize this information and provide the right type of room amenities for each guest. The loyalty program is an example of _______. a. empowerment b. teamwork c. customer relationship management d. customer partnership
1. Jorge recently interviewed with a business machine company for a sales position marketing copiers and printers to businesses. He was surprised to find that the company's emphasis was purely on sales and using aggressive sales tactics to convince buyers to purchase its line of photocopiers and printers. Which of the following is true about this company related to its marketing management philosophy?
a. The company uses a targeted marketing strategy to ensure its products are best suited to the needs of the market.
b. The company is focused on its customers' needs rather than its own goods, services, or making a profit.
c. The company has an inward-looking focus on selling what the organization makes.
d. The company values its customers and seeks to create customer value by offering high quality products at a fair price.
2. Several factors differentiate between those companies that use a sales orientation and those that use a market orientation. One factor relates to how a company defines its business. Which of the following business definitions or mission statements best characterizes an organization pursuing a sales orientation?
a. JetBlue: To inspire humanity—both in the air and on the ground.
b. American Express: We work hard every day to make American Express the world's most utilized credit card.
c. Workday: To put people at the center of enterprise software.
d. Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
3. Many businesses today offer loyalty programs to customers, because gaining customers for life is a goal that enables firms to be more profitable. The Marriott hotel chain's loyalty programs are popular since customers can accumulate points that can be redeemed for upgrades or free room stays. Marriott also encourages members to complete their profiles by indicating the size of bed they prefer (double or king), type of pillow (foam or feather), handicap accessible needs, or other preferences. The profile information enables each hotel to utilize this information and provide the right type of room amenities for each guest. The loyalty program is an example of _______.
a. empowerment
b. teamwork
c. customer relationship management
d. customer
4. Alliance Life Insurance promotes its term life insurance products through commissioned sales representatives, who use aggressive sales tactics to acquire new customers who make monthly premium payments. Alliance is driven to earn profits and instructs its sales representatives to sell, sell, sell, and it trains them that "Everyone needs life insurance." This highlights one of the key differences between sales-oriented firms and marketing-oriented firms, which is _______.
a. the organization's use of target marketing to sell its products to those with true needs
b. the organization's external, market-oriented focus
c. the organization's primary goal to achieve profitability through sales volume
d. the organization's mission to satisfy customers by providing products with many benefits to meet their needs
5. Huggies is a popular brand of diapers that offers a variety of sizes and styles to fit babies based on weight, gender, and activity, such as swim diapers. Huggies devotes significant resources to conduct
a. the organization's primary goal to achieve profitability through sales volume
b. the organization's mission to produce the highest volume of products in a cost-efficient manner
c. the organization's approach to marketing its products to specific customer segments rather than "everyone" or the average customer
d. the organization's internal, sales-oriented focus
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