Filmin Inc. has decided to increase the production of its printers. Filmin does not conduct market research before making its marketing decisions
To ensure profits for the company, Filmin has instructed its marketing force to aggressively advertise and promote its printers. The CEO of Filmin believes that the market will absorb more products if powerful promotion strategies are used. After increasing production of printers, the company plans to reduce the prices of the printers to encourage customers to buy them. Filmin appears to have a _____ orientation.
a. task
b. production
c. sales
d. customer
ANSWER: c
Filmin is most likely to be a sales-oriented firm. A sales orientation is based on the belief that people will buy more goods and services if aggressive sales techniques are used.
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