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Chapter 1 Exercise ANSWERS

____ 9. Dominos Pizza is offering racing fans a chance to earn points toward NASCAR-
branded merchandise ia the NASCAR RacePoints !o"a!t" program. Cons#mers
who b#" $%& worth of Dominos Pizza wi!! receie '&& NASCAR RacePoints.
NASCAR RacePoints wi!! be credited to members acco#nts. Racing fans can
co!!ect points to earn NASCAR merchandise( inc!#ding appare! and hats or one-of-
a-)ind e*periences( s#ch as driing a rea! race car. A+n, _____ wi!! occ#r when a
NASCAR fan trades in his or her points for a m#g a#tographed b" a fao#rite
drier.
a. s"nerg"
b. s#b!imation
c. -*change C
d. reciprocit"
____%&. A firm that adopts a+n, _____ orientation to mar)eting wi!! fai! to consider whether
what the firm prod#ces most efficient!" a!so meets the needs of the mar)etp!ace.
a. c#stomer
b. prod#ct
c. mar)et
d. Prod#ction D
____... /ost companies become sensitized to comm#nit" iss#es on!" after the"e done
eno#gh damage to draw the !oca!s anger. Dofasco( 0nc.( a high!" s#ccessf#! stee!
compan" in 1ntario( tries to get ahead of b#siness and comm#nit" iss#es b"
ann#a!!" bringing together representaties from the !oca! area and deciding what
pro2ects to improe the !oca! enironment wi!! be imp!emented. 3his ann#a!
comm#nit"-wide meeting indicates Dofasco has a _____ orientation.
a. societa! mar)eting A
b. sa!es
c. prod#ct
d. phi!anthropic
____4.. 5hen c#stomer e*pectations regarding prod#ct 6#a!it"( serice 6#a!it"( and a!#e-
based price are met or e*ceeded( _____ is created.
a. a a!#e !ine
b. a 6#a!it" rift
c. p!anning e*ce!!ence
d. c#stomer satisfaction D
____77. 3he management at 8airmont 9ote!s has a#thorized its hote! staff to proide
whateer amenit":s#ch as a specia! magazine or a h"poa!!ergenic pi!!ow:their
fre6#ent sta"ers re6#est as 6#ic)!" as possib!e. 8airmont management #ses _____
to proide c#stomer a!#e.
a. training
b. dereg#!ation
c. -mpowerment C
d. commissioning
____;.. _____ is the primar" too! #sed b" a sa!es-oriented organization to achiee its
corporate goa!s.
a. Price
b. Promotion <
c. Prod#ct design
d. P!ace +distrib#tion,
Chrysler Minivans
0n '99.( Chr"s!er Corporation !a#nched the first comp!ete rema)e of its minian
categor" since the firm inented the ehic!e categor" in '9;=. 3he minians were
redesigned with more c#res on the o#tside and more space on the inside. 1ne of
Chr"s!ers goa!s was to broaden the minians appea! be"ond the traditiona! b#"er
base of practica! fami!ies. Adertising showed minians being #sed to cart
eer"thing from senior citizens to canoes. >A minian is for an" time( an" p!ace(
eer"one(? was one of the promotiona! s!ogans #sed. 3o reach other c#stomer
gro#ps( Chr"s!er dee!oped a sports ersion and a short-whee!-base ersion of the
#psca!e 3own and Co#ntr" mode! for sophisticated b#"ers. Chr"s!er hoped the $%.4
bi!!ion ehic!e dee!opment cost wo#!d pa" off as the mar)et e*panded. 9oweer(
competitors a!so began to offer a wider range of sophisticated mode!s( and
competition has become fierce.
____9%. Refer to Chr"s!er /inians. 5hen Chr"s!er first !a#nched the minian( the
compan" offered on!" one ersion and was foc#sed on generating sa!es o!#me
thro#gh intensie adertising. 3his approach s#ggests the compan" had a _____
orientation.
a. Sa!es A
b. mar)et
c. prod#ction
d. societa!
____9@. Refer to Chr"s!er /inians. 3he minians were dee!oped thro#gh an e*tensie
inestment in research and dee!opment to comp!ete!" redesign the minians and
proide c#stomers with new and #pdated feat#res. 3his effort is designed to better
meet cons#mers wants and needs( and s#ggests the compan" has adopted a _____
orientation.
a. societa!
b. sa!es
c. prod#ction
d. /ar)et D
____9=. Refer to Chr"s!er /inians. <" introd#cing sport"( a!#e-priced( and #psca!e
minians( Chr"s!er hoped to forge a !ong-term re!ationship with c#stomers as the"
rep!ace their o!der minian. Chr"s!er engaged in
a. empowerment.
b. c#stomer a!#ation.
c. relationship marketing. C
d. o#tward foc#s management.
____9.. Refer to Chr"s!er /inians. Chr"s!er set #p a team of specia! c#stomer-serice
representaties who assist minian b#"ers and who are a#thorized to so!e
prob!ems immediate!". 3hese emp!o"ees were gien
a. a#thorit" training.
b. c#stomer a!#e giing.
c. cross-#ti!ization.
d. empowerment. D
'@4. 9ow is mar)eting important to b#sinessA Bie % reasons.
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