Professional Documents
Culture Documents
Chapter 1 ITM
Chapter 1 ITM
Chapter 1 ITM
Denise works as a direct seller for Avon. She is determined to sell as many products to as many
people as possible. Although she generally has a good relationship with customers, she has been
known to be overly aggressive in trying to sell products. She often convinces consumers to purchase
more expensive products even after they say they are not interested. As a result of Denise's high
sales, she has become a top performer.
Recently, however, Denise's sponsor has been informed of complaints that customers have levied
against Denise accusing her of "badgering" them into buying products. The sponsor meets with
Denise and tells her it is unacceptable to pressure consumers into purchasing items they do not
want.
Refer to Scenario 1.1. Which variable of the marketing mix does this issue involve?
A: Promotion
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Scenario 1.2.
Apple is known for its innovation. It conducts in-depth marketing research to determine what
customers want. Its electronic devices are constantly upgraded so customers can purchase the
newest models. The company creates buzz around its product offerings by discussing new product
months before they are launched. This anticipation builds up until the product is launched, resulting
in wide-scale sales that often result in stores selling out of the newest product.
Refer to Scenario 1.2. Apple's emphasis on marketing research is used to enhance
product
the variable of the marketing mix, while its skills at creating buzz for its newest
promotion
product offering months before its release is an example of the variable.
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customer satisfaction
What is the major focus of the marketing concept?
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relationship marketing
deepens the buyer's trust in the company, and as the
customer's confidence grows, this, in turn, increases the firm's understanding of the customer's
needs.
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Refer to Scenario 1.3. Jameson has asked you, a marketing consultant, to give him advice. He cannot
understand how a cell-phone company with the best product offering in the cell-phone service
industry could get such low satisfaction ratings simply because the customer service is not up to par.
You suggest that Jameson has a narrowly defined view of the company's product offering. You tell
Jameson that successful marketers should define their products as what they
___________________.
A: do to satisfy customers
Refer to Scenario 1.3. On your advice, Jameson decides to invest more in customer service training
and hiring. Satisfaction increases, but not to the level Jameson thinks it should be. He conducts a
marketing research study and found that while most consumers like the product, many would like
to see additional services available. However, what type of service customers want tends to vary by
customer. Jameson has come to believe that customers just do not know how to assess value
correctly. Jameson appears to believe that determining value is a (n) _______________
process, while in reality the process of assessing value is highly ______________.
A: objective subjective
Denise works as a direct seller for Avon. She is determined to sell as many products to as many
people as possible. Although she generally has a good relationship with customers, she has been
known to be overly aggressive in trying to sell products. She often convinces consumers to
purchase more expensive products even after they say they are not interested. As a result of
Denise's high sales, she has become a top performer.
Recently, however, Denise's sponsor has been informed of complaints that customers have levied
against Denise accusing her of "badgering" them into buying products. The sponsor meets with
Denise and tells her it is unacceptable to pressure consumers into purchasing items they do not
want.
Refer to Scenario 1.1. Denise's sponsor tells her that it is important for her to determine her
customer's needs and then find the product that best meets those needs, regardless of price. She
recommends that Denise adopt the ____________. In other words, Denise should move from a
_____________, where she is focused on using her aggressive direct selling talents to maximize
profits, toward embracing the more customer-centric ________________.
A: Marketing concept, sales orientation, market orientation
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Apple is known for its innovation. It conducts in-depth marketing research to determine what
customers want. Its electronic devices are constantly upgraded so customers can purchase the
newest models. The company creates buzz around its product offerings by discussing the product
months before it is launched. This anticipation builds up until the product is launched, resulting in
wide-scale sales that often result in stores selling out of the newest product.
Refer to Scenario 1.2. From the information provided about Apple and its marketing strategies,
Apple most likely embraces a _______________.
A: Market orientation
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Which of the following institutions would be most likely to market an idea as their main product?
A: Greenpeace
Which of the following marketing mix variables has Walmart generally emphasized in its marketing
activities?
b.) price
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Shannon is driving in downtown Santa Fe. She is not very familiar with the area and is running late
for her appointment. She heads to a nearby paid parking lot and is told that it costs $10 to park.
Shannon is irritated by the price. Although there are likely other paid parking lots that are less
expensive, Shannon pays the price to park there. Different cost considerations impacted Shannon's
decision, but clearly one stood out over all the others. Which cost exerted the most influence over
Shannon's decision to park in the $10 parking lot?