Which of the following opinions is a critic of the sales-orientation philosophy most likely to hold?

a. Reducing prices is the most effective technique that helps increase product sales.
b. Customers do not buy products unless the products are adequately promoted.
c. Business firms should give maximum emphasis to advertising strategies.
d. Business firms need to have a good understanding of the needs of the marketplace.

ANSWER: d

The fundamental problem with a sales orientation, as with a production orientation, is a lack of understanding of the needs and wants of the marketplace. Sales-oriented companies often find that, despite the quality of their sales force, they cannot convince people to buy goods or services that are neither wanted nor needed.