GB 350 FINAL EXAM 2026 COMPREHENSIVE
STUDY GUIDE SOLUTIONS VERIFIED
◉ Types of marketing orientations. Answer: - Production
Orientation
- Sales Orientation
- Market Orientation
- Societal Marketing Orientation
◉ Production Orientation. Answer: - Focuses on the internal
capabilities of the firm rather than on the desires and needs of the
marketplace
- the organization looks at what it does best
- it is very inwardly focused; they are focused so much on what you
do well that you are missing opportunities when it comes to
capitalizing on customers
Example: A bakery knows they make good CC cookies when it comes
time to revamp the menu, they never make a change and keep the CC
cookies. If your target customer wants something else than you are
missing opportunity
- This is what happened to cable companies, they didn't pay
attention to changes in the marketplace
,◉ Times when it is okay for an organization to have a production
orientation:. Answer: - the competition is weak
- when demand is higher than supply
◉ Sales Orientation. Answer: - the company focuses on the short
term and just want to get the sale. They do not look at the customer
relationships overtime
- they rely heavily on aggressive promotion
- focus on the average customer
- believe that short term exchanges will be sufficient for long-term
success
Example: at the beginning of the pandemic, a home security
company reached out to her and offered a 3 year contract and said
the prices would soon increase, she signed it but if you look at the
moment in time where the entire country was locked down, there
was a high degree of uncertainty. This company was worried about
loosing revenue so they wanted to lock as many people in now.
- car sales and fast food restaurants
◉ Problem with production and sales orientation:. Answer:
Marketing Myopia (Theofore Leavitt)
- means the organization thinks about its marketing strategy in
terms of selling products and services, they focus on the
characteristics or features of the product
,◉ Market Orientation. Answer: - focusing on the customer wants
and needs so that the organization can distinguish its products from
competitors
- EMBRACES the customer relationship
- a market oriented company wants to create mutually beneficial
exchanges
- have long term goals by optimizing customer relationships
◉ Stages of customer relationships with market oriented firms:
(consumer decision making process comes after the purchase).
Answer: Stage 1: Adoption
Stage 2: Retention
Stage 3: Expansion
Stage 4: Advocacy
◉ Adoption. Answer: - "onboarding"
- how the customer actually uses and derives value from the product
- Organizations realize that achieving the sale is not enough create a
customer relationship
◉ Retention. Answer: - delivering such a great experience that the
customer comes back when the need arises again
, ◉ Expansion. Answer: - offering other products/services that
existing customers might need because you have established trust
with them
◉ Advocacy. Answer: - In order to encourage advocacy, they have a
mechanism set in place that will mobilize their happy customers to
let other people know just how happy they are
- Example: Product reviews
- a store offers 2 reward points for reviewing a product
- good reviews are beneficial to organizations and new customers
because it creates trust and drives them in
- helps maintain and retain new customers
◉ How do organizations develop market orientation?. Answer: -
obtaining information about customers, competitors and markets
- Examining this information from a total business perspective
- determine how to deliver superior customer value and optimize
the customer experience
- find out what really matters to the customers and deliver on it:
return policies, 24/7 customer service
- Then you need to implement these actions to provide value to
customers
- make sure that your employees are capable of optimizing the
customer experience
STUDY GUIDE SOLUTIONS VERIFIED
◉ Types of marketing orientations. Answer: - Production
Orientation
- Sales Orientation
- Market Orientation
- Societal Marketing Orientation
◉ Production Orientation. Answer: - Focuses on the internal
capabilities of the firm rather than on the desires and needs of the
marketplace
- the organization looks at what it does best
- it is very inwardly focused; they are focused so much on what you
do well that you are missing opportunities when it comes to
capitalizing on customers
Example: A bakery knows they make good CC cookies when it comes
time to revamp the menu, they never make a change and keep the CC
cookies. If your target customer wants something else than you are
missing opportunity
- This is what happened to cable companies, they didn't pay
attention to changes in the marketplace
,◉ Times when it is okay for an organization to have a production
orientation:. Answer: - the competition is weak
- when demand is higher than supply
◉ Sales Orientation. Answer: - the company focuses on the short
term and just want to get the sale. They do not look at the customer
relationships overtime
- they rely heavily on aggressive promotion
- focus on the average customer
- believe that short term exchanges will be sufficient for long-term
success
Example: at the beginning of the pandemic, a home security
company reached out to her and offered a 3 year contract and said
the prices would soon increase, she signed it but if you look at the
moment in time where the entire country was locked down, there
was a high degree of uncertainty. This company was worried about
loosing revenue so they wanted to lock as many people in now.
- car sales and fast food restaurants
◉ Problem with production and sales orientation:. Answer:
Marketing Myopia (Theofore Leavitt)
- means the organization thinks about its marketing strategy in
terms of selling products and services, they focus on the
characteristics or features of the product
,◉ Market Orientation. Answer: - focusing on the customer wants
and needs so that the organization can distinguish its products from
competitors
- EMBRACES the customer relationship
- a market oriented company wants to create mutually beneficial
exchanges
- have long term goals by optimizing customer relationships
◉ Stages of customer relationships with market oriented firms:
(consumer decision making process comes after the purchase).
Answer: Stage 1: Adoption
Stage 2: Retention
Stage 3: Expansion
Stage 4: Advocacy
◉ Adoption. Answer: - "onboarding"
- how the customer actually uses and derives value from the product
- Organizations realize that achieving the sale is not enough create a
customer relationship
◉ Retention. Answer: - delivering such a great experience that the
customer comes back when the need arises again
, ◉ Expansion. Answer: - offering other products/services that
existing customers might need because you have established trust
with them
◉ Advocacy. Answer: - In order to encourage advocacy, they have a
mechanism set in place that will mobilize their happy customers to
let other people know just how happy they are
- Example: Product reviews
- a store offers 2 reward points for reviewing a product
- good reviews are beneficial to organizations and new customers
because it creates trust and drives them in
- helps maintain and retain new customers
◉ How do organizations develop market orientation?. Answer: -
obtaining information about customers, competitors and markets
- Examining this information from a total business perspective
- determine how to deliver superior customer value and optimize
the customer experience
- find out what really matters to the customers and deliver on it:
return policies, 24/7 customer service
- Then you need to implement these actions to provide value to
customers
- make sure that your employees are capable of optimizing the
customer experience
