1. Target shoppers can enroll in the Take Charge of Education program so that Target will donate one percent of purchases made with a consumer’s REDcard, a Target credit card. The more money customers spend, the larger the donation to the consumer’s school of choice. By instituting the Take Charge of Education® program to help local schools, Target has shown a _____ orientation.

2. Refer to Harley-Davidson. Based on the description of the company, Harley-Davidson most likely does all of the following EXCEPT:

3. Refer to Harley-Davidson. Harley-Davidson’s customer-driven approach embodies an organization-wide commitment to service and support so that customers attain benefits relative to the price they pay for the product. Which element of an organization’s focus is this commitment satisfying?

4. A market-oriented firm defines its business in terms of:

5. One way to identify the orientation of a firm is to examine its primary goal. If a firm seeks to achieve profitability through sales volume, it would probably be:

6. Which marketing management philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product?

7. Walker Farms has heard from many of its customers that they would like organic produce. As a result, Walker Farms became a certified organic farm. Walker realizes that, while not all consumers are willing to pay the higher prices for organic produce, his customers want the organic produce. Walker realized.

8. Fujifilm Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. For the new fiscal year, the company projects a production increase of 25 percent. It has instructed its sales force to aggressively distribute and promote its printers. The CEO is sure the market will absorb more product if the sales force is determined and assertive. Fujifilm appears to have a _____ orientation.

9. Most successful relationship marketing strategies depend on:

10. Refer to Starbucks. The fact that management realized that coffee drinkers had different needs whether be using coupons, wanting a milder brew of coffee or free Wi-Fi shows that Starbucks is now using a _____-oriented approach.

11. A company that sets its goals and strategies based on what its current equipment can produce, what products engineering can design, and what the company itself can do best, has a(n) _____ orientation.

12. The American Marketing Association's definition of marketing:

13. One of the reasons given for the decline of Britannica is that the firm defined its business as publishing books instead of providing information. Britannica failed to:

14. Refer to Starbucks. Which of the four conditions did NOT exist in the minds of the Starbucks consumer, resulting in declining sales?

15. At www.mystarbucksidea.com customers are encouraged to share their ideas and thoughts about how Starbucks can better serve their customers. Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee. So Starbucks instituted the Starbucks Reward program with money saving benefits to their Starbuck card-holders. Starbucks is an example of a company with a _____-oriented philosophy.

16. What percentage of the civilian workforce in the United States performs marketing activities?

17. _____ is the collaborative efforts of people to achieve common objectives.

18. A sales-oriented organization seeks to achieve profitability through:

19. Some market-oriented firms give employees expanded authority to solve customer problems on the spot. This is known as:

20. Refer to Starbucks. Starbucks customers wanted more value from their coffee. Starbucks management responded to customers through the Starbucks card rewards program. Which element of value was Starbucks management working to increase?

21. Best Buy has become the nation's largest specialty retailer by focusing on the customer's needs and wants. This philosophy is at the heart of a(n) _____ orientation.

22. The _____ orientation assumes people will buy more if aggressive selling techniques are used.

23. A firm that adopts a(n) _____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

24. Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome, which is 100 percent recyclable. This is an example of a _____ orientation.

25. Which of the following is the customer’s evaluation of a good or service in terms of whether that good or service has met his or her needs and expectations?