GB 350 CASCIO FINAL EXAM CERTIFICATION
EVALUATION SCRIPT 2026 FULL SOLUTION
◉ what does good marketing do? Answer: Entails processes that
focus on delivering value and benefits to customers, not just selling
products and services
◉ good marketing avoids Answer: "Marketing Myopia": the
perspective of marketing as selling products and services
◉ exchange Answer: people giving up something in order to receive
something else they would rather have
◉ An exchange can take place only if the following five conditions
exist: Answer: 1. There must be at least two parties.
2. Each party has something that might be of value to the other
party.
3. Terms of the exchange are appropriately communicated and
received by each party.*
4. Each party is free to accept or reject the exchange offer.
5. Each party believes it is appropriate or desirable to deal with the
other party.
,◉ philosophy Answer: basic beliefs, concepts, and attitudes of an
individual or group
◉ Marketing Management Philosophies Answer: 1. Production
2. Sales
3. Market
4. Societal Marketing
◉ Production oriented marketing management philosophy focus
Answer: focuses on Internal capabilities of the firm rather than on
the desires and needs of the marketplace
◉ production-oriented firms can survive if Answer: Competition is
weak and demand exceeds supply
◉ production orientation is not typically viable: Answer: long term
◉ Sales oriented marketing management philosophy focus Answer:
The belief that aggressive promotion techniques result in high sales,
which result in high profits; short-term exchanges will be sufficient
for long-term success
◉ Primary tool for exchanging value in sales orientation: Answer:
promotion
,◉ fundamental problems with sales-oriented firms Answer: - Using
persuasion to create a need when the need/market doesn't exist
- Lack of focus on long-term, mutually beneficial customer
relationships
◉ Market oriented marketing management philosophy focus
Answer: Focusing on customer wants and needs (a.k.a., benefits
instead of product features) so that the organization can distinguish
its product(s) from competitors' offerings
◉ The goal of a market orientation is to ______. Answer: build long-
term customer relationships
◉ Societal marketing oriented management philosophy focus
Answer: Satisfying customer wants and needs while enhancing
individual and societal well-being
◉ adoption Answer: "onboarding" new customers by educating
them about how to use the product/service; offering an easy return
process for dissatisfied customers
◉ retention Answer: delivering such a great experience that the
customer comes back when the need arises again; making it easy to
come back
, ◉ expansion Answer: offering other products/services that existing
customers might need
◉ advocacy Answer: having a mechanism in place that allows happy
customers to sing your praises (e.g., product reviews)
◉ market orientation involves Answer: - Obtaining information
about customers (micro), competitors (micro), and markets (macro)
- Examining the information from a total business perspective (see
next slide)
- Determining how to deliver superior customer value and optimize
the customer experience
- Implementing actions to provide value to customers
◉ Goal of societal marketing orientation Answer: - Satisfy customer
wants
- Preserve or enhance individuals' and society's long-term best
interests
◉ Two obstacles that may face the societal marketing-oriented firm:
Answer: - meeting customer performance expectations
-justifying premium prices
EVALUATION SCRIPT 2026 FULL SOLUTION
◉ what does good marketing do? Answer: Entails processes that
focus on delivering value and benefits to customers, not just selling
products and services
◉ good marketing avoids Answer: "Marketing Myopia": the
perspective of marketing as selling products and services
◉ exchange Answer: people giving up something in order to receive
something else they would rather have
◉ An exchange can take place only if the following five conditions
exist: Answer: 1. There must be at least two parties.
2. Each party has something that might be of value to the other
party.
3. Terms of the exchange are appropriately communicated and
received by each party.*
4. Each party is free to accept or reject the exchange offer.
5. Each party believes it is appropriate or desirable to deal with the
other party.
,◉ philosophy Answer: basic beliefs, concepts, and attitudes of an
individual or group
◉ Marketing Management Philosophies Answer: 1. Production
2. Sales
3. Market
4. Societal Marketing
◉ Production oriented marketing management philosophy focus
Answer: focuses on Internal capabilities of the firm rather than on
the desires and needs of the marketplace
◉ production-oriented firms can survive if Answer: Competition is
weak and demand exceeds supply
◉ production orientation is not typically viable: Answer: long term
◉ Sales oriented marketing management philosophy focus Answer:
The belief that aggressive promotion techniques result in high sales,
which result in high profits; short-term exchanges will be sufficient
for long-term success
◉ Primary tool for exchanging value in sales orientation: Answer:
promotion
,◉ fundamental problems with sales-oriented firms Answer: - Using
persuasion to create a need when the need/market doesn't exist
- Lack of focus on long-term, mutually beneficial customer
relationships
◉ Market oriented marketing management philosophy focus
Answer: Focusing on customer wants and needs (a.k.a., benefits
instead of product features) so that the organization can distinguish
its product(s) from competitors' offerings
◉ The goal of a market orientation is to ______. Answer: build long-
term customer relationships
◉ Societal marketing oriented management philosophy focus
Answer: Satisfying customer wants and needs while enhancing
individual and societal well-being
◉ adoption Answer: "onboarding" new customers by educating
them about how to use the product/service; offering an easy return
process for dissatisfied customers
◉ retention Answer: delivering such a great experience that the
customer comes back when the need arises again; making it easy to
come back
, ◉ expansion Answer: offering other products/services that existing
customers might need
◉ advocacy Answer: having a mechanism in place that allows happy
customers to sing your praises (e.g., product reviews)
◉ market orientation involves Answer: - Obtaining information
about customers (micro), competitors (micro), and markets (macro)
- Examining the information from a total business perspective (see
next slide)
- Determining how to deliver superior customer value and optimize
the customer experience
- Implementing actions to provide value to customers
◉ Goal of societal marketing orientation Answer: - Satisfy customer
wants
- Preserve or enhance individuals' and society's long-term best
interests
◉ Two obstacles that may face the societal marketing-oriented firm:
Answer: - meeting customer performance expectations
-justifying premium prices
