Transcript Question: What is a market orientation?

Welcome to
Created for MKTG, 1st CDN Ed.,
by Lamb, Hair, McDaniel, Kapoor, Klaise, and Appleby
Nelson Education
Chapter 1 - An Overview of Marketing
Created by John T. Drea, Western Illinois University
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Who Wants to Be a Marketer?
Chapter 1 – An Overview of Marketing
Basic
Terms
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300
400
500
Welcome to Make Your
“Mark”
Orientation!
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200
300
400
500
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200
300
400
500
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Final Challenge!
Sales v.
Market
Potpourri
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200
300
400
500
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400
500
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Basic Terms - 100 points
• 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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Basic Terms - 200 points
• Answer: It is the name of the strategy that
focuses on creating long-term partnerships
with customers.
• Question:
What is relationship
marketing?
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Basic Terms - 300 points
• 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?
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Basic Terms - 400 points
• 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?
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Basic Terms - 500 points
• Answer: It is the term used to describe
collaborative efforts of people to
accomplish common objectives.
• Question:
What is teamwork?
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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.
• Question:
What is a sales orientation?
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Welcome to Orientation! - 200 points
(answers/questions concerning marketing management philosophies)
• 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?
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Welcome to Orientation! - 300 points
(answers/questions concerning marketing management philosophies)
• 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?
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Welcome to Orientation! - 400 points
(answers/questions concerning marketing management philosophies)
• 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?
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Welcome to Orientation! - 500 points
(answers/questions concerning marketing management philosophies)
• 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?
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Make Your “Mark”- 100 points
• Answer: Even if an exchange doesn’t occur,
this can still take place.
• Question:
What is marketing?
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Make Your “Mark”- 200 points
• 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?
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Make Your “Mark”- 300 points
• 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.
• Question:
What is a societal
marketing orientation?
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Make Your “Mark”- 400 points
• 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?
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Make Your “Mark”- 500 points
• Answer: An example of this orientation
would be Duracell’s and Eveready’s
reduction of levels of mercury in their
batteries.
• Question:
What is a societal
marketing orientation?
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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.
• Question:
What is a market
orientation?
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Sales v. Market - 200 points
(answers/questions comparing a sales and a market orientation)
• Answer: Rather than direct marketing
activities at targeted groups of people, this
orientation directs marketing activities at
everyone.
• Question:
What is a sales orientation?
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Sales v. Market - 300 points
(answers/questions comparing a sales and a market
orientation)
• Answer: When asked “what business are
you in,” someone with this orientation
would likely reply “we sell goods and
services to our customers.”
• Question:
What is a sales orientation?
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Sales v. Market - 400 points
(answers/questions comparing a sales and a market orientation)
• Answer: Marketing managers with this
orientation seek to achieve profit through
maximum sales volume.
• Question:
What is a sales orientation?
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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.
• Question:
What is a sales orientation?
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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)
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–
Marketing plays an important role in society
Marketing is important to business
Marketing offers outstanding career opportunities
Marketing affects your life every day
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you want to wager, then click below.
Go to the
Open Challenge
Question!
Potpourri - Open Challenge
• Answer: To deliver this to customers,
marketers must do the following things:
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–
–
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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?
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Potpourri - 300 points
• 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?
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Potpourri - 400 points
• 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?
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Potpourri - 500 points
• Answer: Four strategies companies use to
build their relationship marketing programs.
• Question:
What are customeroriented personnel,
training, empowerment,
and teamwork
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And now, it’s time for
Directions:
•Get two pieces of paper.
•On one piece, write your team’s wager.
•Use the other piece of paper to write the
“question” for the final challenge “answer.”
Click here for the Final Challenge Answer
Final Challenge!
• Answer: How a market-oriented firm
defines its business.
• Question:
What is in terms of the
benefits customers seek?”