10/28/24, 4:51 PM HBR Exam 2 Marketing Management Flashcards | Quizlet
HBR Exam 2 Marketing Management
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Students also studied
Project Management Maturity Mode... Key Concepts in Operations and Su... Management Test chapter 14-18 POM - Final Review
11 terms 151 terms 56 terms 135 terms
Addi_Garcia Preview brittany_neuss Preview KrisM5391 Preview jaelyn799
Terms in this set (39)
-Every major industry starts as a growth industry
-Growth slows due to failure of management
Example:
Railroads should have defined themselves as being in the "transportation industry" not the
"railroad industry." The need for passengers and freight transportation did not decline, it grew. But
it was filled by cars, trucks, and planes
Some Truths about most industries
Example 2: Film companies should have defined themselves as being in the "entertainment
industry" not the "movie industry"
Exposes the major flaw that they SHOULD BE CUSTOMER-ORIENTED, NOT PRODUCT-
ORIENTED
, 10/28/24, 4:51 PM HBR Exam 2 Marketing Management Flashcards | Quizlet
There is not such thing as a growth industry, there are only companies organized and operated to
create and capitalize on growth opportunities
Dry cleaning suffered due to fabric and chemical changes, not competition. Will it become
Watch for Obsolescence
obsolete? What is on the horizon?
Electric utilities: will they be replaced by solar, batteries or fuel cells? What are the advantages
that other forms of power have?
An expanding market keeps the manufacturer from having to think very hard or imaginatively
-Petroleum industry is defined on efficiency of getting and making its product, not on improving
What happens when there is an expanding the product or its marketing
market?
-The industry is defined as "gasoline" rather than energy, fuel, or transportation
-This means they pay little to no attention to customer's basic needs or preferences
Mass production should not get in the way on a focus in marketing
-A marketing minded firm tries to create value-satisfying goods and services that customers will
want to buy
-Detroit makes cars is mainly product-oriented (and production-oriented) rather than customer-
oriented
A focus on Mass Production may get in the way
*The manufacturers don't own the retailing and services ends of the industry
*Missing profit opportunities such as servicing cars overnight
*Listen to customers, rather than simply focusing on production
*Mass production must follow hard thinking about the customer
HBR Exam 2 Marketing Management
Leave the first rating
Students also studied
Project Management Maturity Mode... Key Concepts in Operations and Su... Management Test chapter 14-18 POM - Final Review
11 terms 151 terms 56 terms 135 terms
Addi_Garcia Preview brittany_neuss Preview KrisM5391 Preview jaelyn799
Terms in this set (39)
-Every major industry starts as a growth industry
-Growth slows due to failure of management
Example:
Railroads should have defined themselves as being in the "transportation industry" not the
"railroad industry." The need for passengers and freight transportation did not decline, it grew. But
it was filled by cars, trucks, and planes
Some Truths about most industries
Example 2: Film companies should have defined themselves as being in the "entertainment
industry" not the "movie industry"
Exposes the major flaw that they SHOULD BE CUSTOMER-ORIENTED, NOT PRODUCT-
ORIENTED
, 10/28/24, 4:51 PM HBR Exam 2 Marketing Management Flashcards | Quizlet
There is not such thing as a growth industry, there are only companies organized and operated to
create and capitalize on growth opportunities
Dry cleaning suffered due to fabric and chemical changes, not competition. Will it become
Watch for Obsolescence
obsolete? What is on the horizon?
Electric utilities: will they be replaced by solar, batteries or fuel cells? What are the advantages
that other forms of power have?
An expanding market keeps the manufacturer from having to think very hard or imaginatively
-Petroleum industry is defined on efficiency of getting and making its product, not on improving
What happens when there is an expanding the product or its marketing
market?
-The industry is defined as "gasoline" rather than energy, fuel, or transportation
-This means they pay little to no attention to customer's basic needs or preferences
Mass production should not get in the way on a focus in marketing
-A marketing minded firm tries to create value-satisfying goods and services that customers will
want to buy
-Detroit makes cars is mainly product-oriented (and production-oriented) rather than customer-
oriented
A focus on Mass Production may get in the way
*The manufacturers don't own the retailing and services ends of the industry
*Missing profit opportunities such as servicing cars overnight
*Listen to customers, rather than simply focusing on production
*Mass production must follow hard thinking about the customer
