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Created for Marketing, 7th Ed.,by Lamb, Hair and McDaniel

South-Western/Thomson Learning

Chapter 1 - An Overview of Marketing

Created by John T. Drea, Western Illinois University

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Odds &Odds &EndsEnds

Welcome toWelcome toOrientation!Orientation!

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Who Wants to Be a Marketer? Round 1Chapter 1 – An Overview of Marketing

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Basic Terms - 100 points

• Answer: It is the feeling a customer has that a product has met or exceeded expectations.

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• Answer: It is the feeling a customer has that a product has met or exceeded expectations.

• Question: What is customer satisfaction?

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• Answer: It is the name of the strategy that focuses on creating long-term partnerships with customers.



• Answer: It is the name of the strategy that focuses on creating long-term partnerships with customers.

• Question: What is relationship marketing?



• Answer: It is defined as the ratio of benefits to the sacrifice necessary to achieve those benefits. An example can be found in the efforts of auto brands like Lexus.



• Answer: It is defined as the ratio of benefits to the sacrifice necessary to achieve those benefits. An example can be found in the efforts of auto brands like Lexus.

• Question: What is customer value?



• Answer: It is the delegation of authority to solve customer problems quickly - usually by the first person the customer notifies concerning a problem.



• Answer: It is the delegation of authority to solve customer problems quickly - usually by the first person the customer notifies concerning a problem.

• Question: What is empowerment?



• Answer: It is the term used to describe collaborative efforts of people to accomplish common objectives.



• Answer: It is the term used to describe collaborative efforts of people to accomplish common objectives.

• Question: What is teamwork?


Welcome to Orientation! - 100 points (answers/questions concerning marketing management philosophies)

• Answer: This “orientation” is based on the idea that people will buy more if aggressive sales techniques are used.



• Answer: This “orientation” is based on the idea that people will buy more if aggressive sales techniques are used.

• Question: What is a sales orientation?



• Answer: This “orientation” is based not on an aggressive sales force, but rather on a customer’s decision to purchase a product. Further, it states that perceived customer value defines a business.



• Answer: This “orientation” is based not on an aggressive sales force, but rather on a customer’s decision to purchase a product. Further, it states that perceived customer value defines a business.

• Question: What is a market orientation?



• Answer: Of the following, it is the one that is not one of the four marketing management orientations discussed.– Marketing orientation– Sales orientation– Management orientation



• Answer: Of the following, it is the one that is not one of the four marketing management orientations discussed.– Marketing orientation– Sales orientation– Management orientation

• Question: What is a management orientation?



• Answer: This “orientation” is a philosophy that focuses on the internal capabilities of the firm (as opposed to the needs and desires of consumers.)



• Answer: This “orientation” is a philosophy that focuses on the internal capabilities of the firm (as opposed to the needs and desires of consumers.)

• Question: What is a production orientation?



• Answer: This “orientation” is the idea that an organization exists not just to satisfy customer wants and needs and to meet organizational objectives - it should also benefit society’s long term best interests.



• Answer: This “orientation” is the idea that an organization exists not just to satisfy customer wants and needs and to meet organizational objectives - it should also benefit society’s long term best interests.

• Question: What is a societal marketing orientation?


Of the following… - 100 points• Answer: Of the following orientations, it is

the one most closely associated with questions like “What can our engineers design?” and “What is easy to produce, given our equipment?”– Market orientation– Production orientation– Sales orientation


Of the following… - 100 points• Answer: Of the following orientations, it is the

one most closely associated with questions like “What can our engineers design?” and “What is easy to produce, given our equipment?”– Market orientation

– Production orientation

– Sales orientation



Of the following… - 200 points

• Answer: Of the following orientations, it is the one most closely associated with a question like “What ad campaign will encourage more customers to buy our products?”– Market orientation





• Answer: Of the following orientations, it is the one most closely associated with a question like “What ad campaign will encourage more customers to buy our products?”– Market orientation






• Answer: Of the following orientations, it is the one most closely associated with a question like “What is in the long run best interests of society”– Market orientation– Social marketing orientation– Sales orientation



• Answer: Of the following orientations, it is the one most closely associated with a question like “What is in the long run best interests of society”– Market orientation

– Social marketing orientation


• Question: What is a social marketing orientation?



• Answer: Of the following, it is the kind of dilemma described in the text for Gerber’s use of nonrecyclable baby food jars.



• Answer: Of the following, it is the kind of dilemma described in the text for Gerber’s use of nonrecyclable baby food jars.

• Question: What is an ethical dilemma?


Of the following… - 500 points• Answer: Of the following, it is the stage in

the marketing process which directly follows understanding the mission and the role marketing plays.– setting marketing objectives– implementing marketing strategy– evaluating marketing efforts.


Of the following… - 500 points• Answer: Of the following, it is the stage in the

marketing process which directly follows understanding the mission and the role marketing plays.– setting marketing objectives

– implementing marketing strategy

– evaluating marketing efforts.

• Question: What is setting marketing objectives?


Relationships - 100 points (answers/questions concerning customer relations)

• Answer: Under this marketing strategy, costs frequently fall because serving existing customers is less expensive than attracting new customers.



• Answer: Under this marketing strategy, costs frequently fall because serving existing customers is less expensive than attracting new customers.

• Question: What is relationship marketing?



• Of the following, it is the one that is NOT associated with a successful relationship marketing strategy.– Customer-oriented personnel– Empowerment– Large advertising campaign



• Of the following, it is the one that is NOT associated with a successful relationship marketing strategy.– Customer-oriented personnel– Empowerment– Large advertising campaign

• Question: What is a large advertising campaign?



• Answer: This plays a large role in the relationship marketing strategies of companies on Fortune’s list of 100 best companies to work for.



• Answer: This plays a large role in the relationship marketing strategies of companies on Fortune’s list of 100 best companies to work for.

• Question: What is training?



• Answer: Four strategies companies use to build their relationship marketing programs.



• Answer: Four strategies companies use to build their relationship marketing programs.

• Question: What are customer-oriented personnel, training, empowerment, and teamwork



• Answer: How much more expensive it is to acquire a new customer than to keep a current customer (according to AMR Research, Inc.)



• Answer: How much more expensive it is to acquire a new customer than to keep a current customer (according to AMR Research, Inc.)

• Question: What is 10 times as expensive to acquire

a new customer?


Odds & Ends - 100 points

• Answer: It is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.


Odds & Ends - 100 points

• Answer: It is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

• Question: What is marketing?


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Odds & Ends - Open Challenge

• Answer: It is the concept which states that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives (such as profit.)


Odds & Ends - Open Challenge

• Answer: It is the concept which states that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives (such as profit.)

• Question: What is the marketing concept?


Odds and Ends - 300 points

• Answer: Between attracting new customers and retaining existing customers, it is the one that relationship marketing focuses on:



• Answer: Between attracting new customers and retaining existing customers, it is the one that relationship marketing focuses on:

• Question: What is retaining existing customers?



• Answer: Between a marketing orientation and a sales orientation, it is the one that would be most closely associated with the following statement: “The customer, not the seller, defines value.”



• Answer: Between a marketing orientation and a sales orientation, it is the one that would be most closely associated with the following statement: “The customer, not the seller, defines value.”

• Question: What is a marketing orientation?



• Answer: The first step in the marketing process:



• Answer: The first step in the marketing process:

• Question: What is understanding the organization’s mission?


ExchangeExchangeSales v.Sales v.MarketMarket

Customers Customers and Societyand Society PotpourriPotpourri

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Chapter 1 – An Overview of Marketing

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Exchange - 100 points

• Answer: It occurs when a person gives up something he/she has in order to get something he/she would rather have.



• Answer: It occurs when a person gives up something he/she has in order to get something he/she would rather have.

• Question: What is exchange?



• Answer: The number of parties in an exchange.



• Answer: The number of parties in an exchange.

• Question: What is at least two?



• Answer: The typical notion of exchange is that we give up this object of value in order to get the goods and services we want.



• Answer: The typical notion of exchange is that we give up this object of value in order to get the goods and services we want.

• Question: What is money?



• Answer: Each party must be capable of these for exchange to occur.



• Answer: Each party must be capable of these for exchange to occur.

• Question: What are communication and delivery?



• Answer: Even if an exchange doesn’t occur, this can still take place.



• Answer: Even if an exchange doesn’t occur, this can still take place.

• Question: What is marketing?


Go Team Go! - 100 points (answers/questions that concern teamwork and customer relations)

• Answer: Organizations like Disney are noted for encouraging this among employees, which entails assigning employees to teams and teaching them to work together to satisfy common objectives.



• Answer: Organizations like Disney are noted for encouraging this among employees, which entails assigning employees to teams and teaching them to work together to satisfy common objectives.




• Answer: An example of this practice would be allowing giving employees the authority and resources to solve many customer problems quickly and directly.



• Answer: An example of this practice would be allowing giving employees the authority and resources to solve many customer problems quickly and directly.

• Question: What is empowerment?



• Answer: An example of this practice linked to customer value can be found at Southwest Airlines, where pilots may tend to the boarding gate when their help is needed, and ticket agents may help move luggage.



• Answer: An example of this practice linked to customer value can be found at Southwest Airlines, where pilots may tend to the boarding gate when their help is needed, and ticket agents may help move luggage.




• Answer: Job performance, company performance, product value and customer satisfaction typically all improve when people in the same work area emphasize this, stressing cooperation instead of competition.



• Answer: Job performance, company performance, product value and customer satisfaction typically all improve when people in the same work area emphasize this, stressing cooperation instead of competition.




• Answer: Of the following, interfunctional coordination (using skills and resources from throughout the organization) is commonly associated with this type of organization.– Sales oriented– Market oriented– Production oriented



• Answer: Of the following, interfunctional coordination (using skills and resources from throughout the organization) is commonly associated with this type of organization.– Sales oriented– Market oriented– Production oriented

• Question: What is a market oriented organization?


Customers and Society - 100 points

• Answer: It is the difference between a market orientation and a societal marketing orientation.



• Answer: It is the difference between a market orientation and a societal marketing orientation.

• Question: What is a focus on the interests of individual

and/or society?


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Customers and Society - Open Challenge

• Answer: The four reasons cited as to “why study marketing” are 1) marketing is important to business, 2) marketing offers outstanding career opportunities, 3) marketing affects your every day life, and 4) this reason.


Customers and Society - Open Challenge

• Answer: The four reasons cited as to “why study marketing” are 1) marketing is important to business, 2) marketing offers outstanding career opportunities, 3) marketing affects your every day life, and 4) this reason.

• Question: What is marketing plays an important role in society?



• Answer: An example of this orientation would be Duracell’s and Eveready’s reduction of levels of mercury in their batteries.



• Answer: An example of this orientation would be Duracell’s and Eveready’s reduction of levels of mercury in their batteries.




• Answer: To deliver this to customers, marketers must do the following things:– offer products that perform

– give consumers more than they expected

– avoid unrealistic pricing

– give the buyer facts

– offer an organization-wide commitment in service



• Answer: To deliver this to customers, marketers must do the following things:– offer products that perform

– give consumers more than they expected

– avoid unrealistic pricing

– give the buyer facts

– offer an organization-wide commitment in service

• Question: What is customer value?



• Answer: It is the amount of every dollar spent by consumers that goes for marketing costs, such as marketing research, product development, packaging, transportation, storage advertising, and sales.



• Answer: It is the amount of every dollar spent by consumers that goes for marketing costs, such as marketing research, product development, packaging, transportation, storage advertising, and sales.

• Question: What is fifty cents of every dollar?


Sales v. Market - 100 points(answers/questions comparing a sales and a market

orientation)

• Answer: It is the orientation which focuses outward, on the wants and preferences of customers.



orientation)

• Answer: It is the orientation which focuses outward, on the wants and preferences of customers.




orientation)

• Answer: When asked “what business are you in,” someone with this orientation would likely reply “we sell goods and services to our customers.”



orientation)

• Answer: When asked “what business are you in,” someone with this orientation would likely reply “we sell goods and services to our customers.”




orientation)

• Answer: Rather than direct marketing activities at targeted groups of people, this orientation directs marketing activities at everyone.



orientation)

• Answer: Rather than direct marketing activities at targeted groups of people, this orientation directs marketing activities at everyone.




orientation)

• Answer: Marketing managers with this orientation seek to achieve profit through maximum sales volume.



orientation)

• Answer: Marketing managers with this orientation seek to achieve profit through maximum sales volume.



Sales v. Market - 500 points(answers/questions comparing a sales and a market orientation)

• Answer: Marketing managers with this orientation seek to achieve profits primarily through the use of intensive promotion.


Sales v. Market - 500 points(answers/questions comparing a sales and a market orientation)

• Answer: Marketing managers with this orientation seek to achieve profits primarily through the use of intensive promotion.



Potpourri - 100 points

• Answer: It is one of the reasons cited in the text for the question “Why study marketing?”

• Question: What is… (accept any one of the following)

– Marketing plays an important role in society– Marketing is important to business– Marketing offers outstanding career opportunities– Marketing affects your life every day



• Answer: It is one of the reasons cited in the text for the question “Why study marketing?”

• Question: What is… (accept any one of the following)

– Marketing plays an important role in society

– Marketing is important to business

– Marketing offers outstanding career opportunities

– Marketing affects your life every day



• Answer: This orientation suggests that satisfying consumer needs and organizational needs is not enough - companies should also work to help society’s long-term best interests.



• Answer: This orientation suggests that satisfying consumer needs and organizational needs is not enough - companies should also work to help society’s long-term best interests.




• Answer: This marketing term would describe a customer who purchased a sports drink to feel refreshed, only to discover the product that the product surpassed her expectation - it also tasted great and provided key nutrients.



• Answer: This marketing term would describe a customer who purchased a sports drink to feel refreshed, only to discover the product that the product surpassed her expectation - it also tasted great and provided key nutrients.

• Question: What is customer satisfaction?



• Answer: This orientation requires top-management leadership, a customer focus, competitor intelligence, and interfunctional coordination to meet customer wants and needs.



• Answer: This orientation requires top-management leadership, a customer focus, competitor intelligence, and interfunctional coordination to meet customer wants and needs.




• Answer: An example of this type of orientation was 3M’s development and patenting of the adhesive component of Post-It Notes a year before the commercial application was identified.



• Answer: An example of this type of orientation was 3M’s development and patenting of the adhesive component of Post-It Notes a year before the commercial application was identified.



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Final Challenge!

• Answer: It stimulates an awareness of changes in customer desires and preferences so that the product offerings remain relevant.


Final Challenge!

• Answer: It stimulates an awareness of changes in customer desires and preferences so that the product offerings remain relevant.

• Question: What is asking “What is the firm’s business?”

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