GB 350 CERTIFICATION EXAM QUESTIONS
AND VERIFIED ANSWERS 2026
▶ Production Orientation. Answer: - Focuses on the firm's internal
capabilities rather than customer preferences and other external market
factors
- Only succeeds if
− Market demand is higher than value supplied (customers want more
than the industry produces)
− Competition is low (customers prefer us over the current alternatives)
- Overlooks trends and changes in customer needs and preferences
- Overly relies on the firm's capabilities or past successes when making
important marketing decisions
▶ Sales Orientation. Answer: - Prioritizes generating sales revenues over
profit
- Assumes a short-term perspective: closing enough deals today will
ultimately lead to profitability
- Uses aggressive promotion as the primary marketing tool to attract
customers
- Overlooks long-term customer relationship value
- Targets the "average customer" instead of considering potential
differences among market segments
- Cannot succeed long-term when− Competitors offer a better, more
supportive, customer experience
− Sales are not high enough to generate profitability
− Ethical and regulatory actions threaten continued tactics (in some cases,
but not always)
▶ Market Orientation. Answer: - Focuses on customer benefits (instead of
product/service features) to distinguish from competitors in meaningful way
- Integrates all strategic marketing elements to offer superior customer
value
− Assesses differences among potential customer segments to identify the
best fit(s)
, − Seeks long-term success by optimizing customer relationships at each
stage of the journey and beyond first-time exchange (legally and
responsibly)
▶ Customer Relationship Stages. Answer: 1.) Adoption - "onboarding"
new customers by educating about how to get the most value; offering an
easy return process for dissatisfied customers
2.) Retention - delivering great experiences and support to bring the
customer back when the need arises again
3.) Expansion - offering other products/services that existing customers
might need
4.) Advocacy - giving customers/promoters a reason and way to sing the
firm's praises
▶ Societal Marketing Orientation. Answer: - Assumes an organization can
enhance societal outcomes through embracing the marketing concept
− Optimize customer relationships to meet long-term organizational
objectives
− Preserve or enhance relevant a societal stake holders' best interests
- Seeks customer buy-in on societal and individual needs levels
▶ Ansoff's Matrix. Answer: Helps businesses determine their product and
market growth strategy
- Market penetration, market development, product development, and
diversification
▶ Market Penetration. Answer: (present product, present market)
Goal: Increase wallet/market share of existing offerings among existing
customers
▶ Product Development. Answer: (new product, present market)
Goal: Develop new offerings to create value for existing customers
▶ Market Development. Answer: (present product, new market)
Goal: Attract new customers to existing offerings
▶ Diversification. Answer: (new product, new market)
Goal: Develop new offerings to create value for new markets
AND VERIFIED ANSWERS 2026
▶ Production Orientation. Answer: - Focuses on the firm's internal
capabilities rather than customer preferences and other external market
factors
- Only succeeds if
− Market demand is higher than value supplied (customers want more
than the industry produces)
− Competition is low (customers prefer us over the current alternatives)
- Overlooks trends and changes in customer needs and preferences
- Overly relies on the firm's capabilities or past successes when making
important marketing decisions
▶ Sales Orientation. Answer: - Prioritizes generating sales revenues over
profit
- Assumes a short-term perspective: closing enough deals today will
ultimately lead to profitability
- Uses aggressive promotion as the primary marketing tool to attract
customers
- Overlooks long-term customer relationship value
- Targets the "average customer" instead of considering potential
differences among market segments
- Cannot succeed long-term when− Competitors offer a better, more
supportive, customer experience
− Sales are not high enough to generate profitability
− Ethical and regulatory actions threaten continued tactics (in some cases,
but not always)
▶ Market Orientation. Answer: - Focuses on customer benefits (instead of
product/service features) to distinguish from competitors in meaningful way
- Integrates all strategic marketing elements to offer superior customer
value
− Assesses differences among potential customer segments to identify the
best fit(s)
, − Seeks long-term success by optimizing customer relationships at each
stage of the journey and beyond first-time exchange (legally and
responsibly)
▶ Customer Relationship Stages. Answer: 1.) Adoption - "onboarding"
new customers by educating about how to get the most value; offering an
easy return process for dissatisfied customers
2.) Retention - delivering great experiences and support to bring the
customer back when the need arises again
3.) Expansion - offering other products/services that existing customers
might need
4.) Advocacy - giving customers/promoters a reason and way to sing the
firm's praises
▶ Societal Marketing Orientation. Answer: - Assumes an organization can
enhance societal outcomes through embracing the marketing concept
− Optimize customer relationships to meet long-term organizational
objectives
− Preserve or enhance relevant a societal stake holders' best interests
- Seeks customer buy-in on societal and individual needs levels
▶ Ansoff's Matrix. Answer: Helps businesses determine their product and
market growth strategy
- Market penetration, market development, product development, and
diversification
▶ Market Penetration. Answer: (present product, present market)
Goal: Increase wallet/market share of existing offerings among existing
customers
▶ Product Development. Answer: (new product, present market)
Goal: Develop new offerings to create value for existing customers
▶ Market Development. Answer: (present product, new market)
Goal: Attract new customers to existing offerings
▶ Diversification. Answer: (new product, new market)
Goal: Develop new offerings to create value for new markets
