MKT 100 EXAMINATION TEST Q&A: 2026
STUDY GUIDE QUESTIONS AND SOLUTIONS
100% CORRECT
◍ production orientation. Answer: "if you build it, they will come",
focus on efficient production
not a lot of competition
eg: Ford
◍ sales orientation. Answer: when a company becomes successful
and there are competitors, all of them have to be aggressive and push
to sell products
customer choice exists
have to convince the customer to buy, focus is on the hard sell
eg: life insurance
◍ marketing company orientation. Answer: customers grouped into
segments, marketers work hard to understand the segments
,segments become the targets, persuasion and marketing are
intermixed
most popular, what most companies do
eg: targeting laptops to students or professionals specifically,
segmenting based on location, etc.
◍ societal marketing orientation. Answer: what if giving what the
consumer wants is actually not good for the consumer or
environment? preserving long-term individual and societal best
interests
led to movements like recycling, reduced waste, greater awareness of
dietary and safety issues with products
eg: fair-trade coffee, compostable and reusable cups, banning plastic
bags, equal safety levels for all cars regardless of price
◍ relationship marketing orientation. Answer: from interruption to
interaction
building relationships with customers
,eg: banks building relationships with students = they'll buy insurance
from them later, car dealership with great service = returning
customer
engagement and customer relationship management
◍ engagement. Answer: part of relationship marketing orientation
customer satisfaction (focus on delighting the customer, retention,
great ROI) and relationship marketing (keeping and improving
relationships with customers, customer preference, long-standing
relationships)
◍ customer relationship management. Answer: part of relationship
marketing orientation
listen to the customer + act upon customer desires + sharing stories =
building trust
◍ marketing mix. Answer: price, product, promo, place
◍ external marketing environment. Answer: changes in the external
environment that cause new consumers to come and current ones to
go
CREST model
, ◍ crest model. Answer: competition, economic, social, technological
◍ competitive environment. Answer: CREST model
forces of competition: direct, substitute, new entrants, suppliers,
buyers
◍ direct. Answer: part of competitive environment
eg: Nikon vs. Canon, always follow each other when they develop
new technology, Samsung vs. iPhone
◍ substitute. Answer: part of competitive environment
eg: cell phones replacing cameras, music players, GPS, flashlights,
calculators, radios, etc.
◍ new entrants. Answer: part of competitive environment
eg: Netflix introducing the streaming service, iPhone introducing the
first touchscreen phones
◍ suppliers. Answer: part of competitive environment
STUDY GUIDE QUESTIONS AND SOLUTIONS
100% CORRECT
◍ production orientation. Answer: "if you build it, they will come",
focus on efficient production
not a lot of competition
eg: Ford
◍ sales orientation. Answer: when a company becomes successful
and there are competitors, all of them have to be aggressive and push
to sell products
customer choice exists
have to convince the customer to buy, focus is on the hard sell
eg: life insurance
◍ marketing company orientation. Answer: customers grouped into
segments, marketers work hard to understand the segments
,segments become the targets, persuasion and marketing are
intermixed
most popular, what most companies do
eg: targeting laptops to students or professionals specifically,
segmenting based on location, etc.
◍ societal marketing orientation. Answer: what if giving what the
consumer wants is actually not good for the consumer or
environment? preserving long-term individual and societal best
interests
led to movements like recycling, reduced waste, greater awareness of
dietary and safety issues with products
eg: fair-trade coffee, compostable and reusable cups, banning plastic
bags, equal safety levels for all cars regardless of price
◍ relationship marketing orientation. Answer: from interruption to
interaction
building relationships with customers
,eg: banks building relationships with students = they'll buy insurance
from them later, car dealership with great service = returning
customer
engagement and customer relationship management
◍ engagement. Answer: part of relationship marketing orientation
customer satisfaction (focus on delighting the customer, retention,
great ROI) and relationship marketing (keeping and improving
relationships with customers, customer preference, long-standing
relationships)
◍ customer relationship management. Answer: part of relationship
marketing orientation
listen to the customer + act upon customer desires + sharing stories =
building trust
◍ marketing mix. Answer: price, product, promo, place
◍ external marketing environment. Answer: changes in the external
environment that cause new consumers to come and current ones to
go
CREST model
, ◍ crest model. Answer: competition, economic, social, technological
◍ competitive environment. Answer: CREST model
forces of competition: direct, substitute, new entrants, suppliers,
buyers
◍ direct. Answer: part of competitive environment
eg: Nikon vs. Canon, always follow each other when they develop
new technology, Samsung vs. iPhone
◍ substitute. Answer: part of competitive environment
eg: cell phones replacing cameras, music players, GPS, flashlights,
calculators, radios, etc.
◍ new entrants. Answer: part of competitive environment
eg: Netflix introducing the streaming service, iPhone introducing the
first touchscreen phones
◍ suppliers. Answer: part of competitive environment
