GB 350 Cascio Final Exam Review
Questions and Answers
(marketing philosophy/ch1) - ANSWER-Focus: aggressive sales techniques and the
belief that high sales result in high profits
Example: Unkept promises and misleading information make these the worst
timeshare companies, according to article (in slides)
Market in depth (focus/example)
(marketing philosophy/ch1) - ANSWER-Focus: satisfying customer wants and needs
while meeting organizational objectives
Example: Bama Beer Lines (slides)
Societal Marketing in depth (focus/example)
(marketing philosophy/ch1) - ANSWER-Focus: satisfying wants and needs while
enhancing individual and societal well-being
Example: Better Place Brands (collection of 12 companies) donates 20% of all
coffee/apparel sales to namesake breed rescues
Production Orientation
(marketing orientation/ch1) - ANSWER-A philosophy that focuses on the internal
capabilities of the firm rather than on the desires and needs of the marketplace.
Production-oriented firms can survive if:
-competition is weak
-demand exceeds supply
Not typically viable long-term
-over 60m consumers no longer use cable
Sales Orientation
(marketing orientation/ch1) - ANSWER-The belief that aggressive promotion
techniques result in high sales, which result in high profits; short-term exchanges will
be sufficient for long-term success.
Primary tool for exchanging value: Promotion.
Fundamental problems:
-using persuasion to create a need when the need/market doesn't exist
-lack of focus on long-term, mutually beneficial customer relationships
Questions and Answers
(marketing philosophy/ch1) - ANSWER-Focus: aggressive sales techniques and the
belief that high sales result in high profits
Example: Unkept promises and misleading information make these the worst
timeshare companies, according to article (in slides)
Market in depth (focus/example)
(marketing philosophy/ch1) - ANSWER-Focus: satisfying customer wants and needs
while meeting organizational objectives
Example: Bama Beer Lines (slides)
Societal Marketing in depth (focus/example)
(marketing philosophy/ch1) - ANSWER-Focus: satisfying wants and needs while
enhancing individual and societal well-being
Example: Better Place Brands (collection of 12 companies) donates 20% of all
coffee/apparel sales to namesake breed rescues
Production Orientation
(marketing orientation/ch1) - ANSWER-A philosophy that focuses on the internal
capabilities of the firm rather than on the desires and needs of the marketplace.
Production-oriented firms can survive if:
-competition is weak
-demand exceeds supply
Not typically viable long-term
-over 60m consumers no longer use cable
Sales Orientation
(marketing orientation/ch1) - ANSWER-The belief that aggressive promotion
techniques result in high sales, which result in high profits; short-term exchanges will
be sufficient for long-term success.
Primary tool for exchanging value: Promotion.
Fundamental problems:
-using persuasion to create a need when the need/market doesn't exist
-lack of focus on long-term, mutually beneficial customer relationships
