64. Which of the following statements would be LEAST descriptive of a firm that is (p. 46) marketing-oriented? A. The company's emphasis is on customers' wants. B. The company first makes the product, then figures out how to sell it. C. The management is profit and customer-oriented. D. The company encourages salespeople to be long-term allies of customers. E. The company is concerned with tomorrow's markets. Difficulty: Easy Learning Objective: A 65. A marketing-oriented firm: (p. 46) A. emphasizes the needs of the seller. B. first makes the product and then figures out how to sell it. C. has a profit-oriented management. D. uses short-term planning. E. does not financially support products that are in the decline stage of their product life cycle. Difficulty: Easy Learning Objective: A 66. In order for a business enterprise to realize the full benefits of the marketing concept, (p. 47) that philosophy must be translated into action. This means marketing activities must be fully coordinated, well managed, and: A. the mission statement must be time-sensitive. B. management must have a sales volume orientation. C. the company must rely on short-term strategic windows. the chief marketing executive must be given an important role in company planning. D. E. marketing goals must be customer-oriented, nonspecific, flexible, and quantitative. Difficulty: Medium Learning Objective: A
64. (p. 46) Which of the following statements would be LEAST descriptive of a firm that is marketing-oriented? A. The company's emphasis is on customers' wants. B. The company first makes the product, then figures out how to sell it. C. The management is profit and customer-oriented. D. The company encourages salespeople to be long-term allies of customers. E. The company is concerned with tomorrow's markets. Difficulty: Easy Learning Objective: A 65. (p. 46) A marketing-oriented firm: A. emphasizes the needs of the seller. B. first makes the product and then figures out how to sell it. C. has a profit-oriented management. D. uses short-term planning. E. does not financially support products that are in the decline stage of their product life cycle. Difficulty: Easy Learning Objective: A 66. (p. 47) In order for a business enterprise to realize the full benefits of the marketing concept, that philosophy must be translated into action. This means marketing activities must be fully coordinated, well managed, and: A. the mission statement must be time-sensitive. B. management must have a sales volume orientation. C. the company must rely on short-term strategic windows. D. the chief marketing executive must be given an important role in company planning. E. marketing goals must be customer-oriented, nonspecific, flexible, and quantitative. Difficulty: Medium Learning Objective: A
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