1. You are concerned with managing the exchange between the Red Cross and its blood donators. Which of
the following costs would you have to be concerned about to create the ideal exchange? D
A. The travel costs incurred by donators visiting the Red Cross blood donation sites.
B. The personal energy and time expended by the donator.
C. The opportunity costs lost by not engaging in some other activity.
D. All of the above are marketing costs that would be of concern to someone managing the exchange
2. Fred Stone, the owner of Neanderthal Products，Inc. is production-oriented. If you were in charge of his
marketing operations. which of the following statements might you use as a guiding principle if you wish to meet Mr. Stone's demand? D
A. “I'm a customer and everyone is like me. I buy on price; therefore, everyone does, as well. ”
B. “We need to buy the fastest production equipment as possible to raise productivity and
keep prices at the lowest possible level. ”
C. “We produce the best widgets in the market place.''
D. All of the above would be consistent with Mr. Stone's demands.
3. Peter's company does an excellent and efficient job of churning thousands of Nit-Pickers off the assembly
line every day. One problem with this ___D___ approach to marketing is the failure to consider whether Nit-Pickers also meet the needs of the marketplace.
A. customer orientation
B. sales orientation
C. marketing orientation
D. production orientation
4. Jack Chen's company markets golf club polish. Jack knows that buyers may consider the product
nonessential，and he assumes that if he hires a team of aggressive, persuasive salespeople. buyers will buy more of the polish. Jack has a __A___
A. sales orientation
B. production orientation
C. promotion orientation
D. marketing orientation
E. customer orientation
5. Beth has noticed the lack of specialty recycling centers in her community, although local neighborhood
clubs have repeatedly asked the city to provide such centers. Beth has decided to become certified in waste disposal and hopes to open a battery and motor oil recycling center next year. She hopes to
include the innovative service of home pickup and delivery of recyclables. This business philosophy
supports a( n ) __C___ orientation.
6. The Ajax Insurance Company tells its salespeople to try to sell life insurance to everyone they meet or
contact. In contrast, the Family Shelter Insurance Company concentrates on special insurance plans designed for single parents. Family Shelter is____ C____
A. missing out by not concentrating on the average customer
B. a selling-oriented company
C. recognizing that different customer groups have different needs and wants
D. aiming at a goal of profit through maximum sales volume
7. Which of the following is NOT a part of the marketing process? B
A. Understanding the organization's mission.
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