Identify and describe three major marketing orientations in the last century
What will be an ideal response?
In the early part of the twentieth century, the production orientation was prevalent, with a focus on efficient production and distribution. Little attention was paid to marketing strategies. During the Great Depression, firms moved to a sales orientation, focusing on advertising and personal selling to create demand and move product inventory. Beginning in the 1950s, firms began to develop a consumer orientation, focusing on meeting consumer needs and wants. By the 1980s, this consumer orientation had progressed to a relationship orientation, with businesses focusing on creating value-added relationships with both suppliers and customers. Social responsibility is the most recent trend in marketing orientations, with a focus on making money by being socially responsible and following high ethical standards.
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The Gain on Disposal of Trading Securities is reported in the ________
A) other revenues and expenses section of the income statement B) stockholders' equity section of the income statement C) current assets section of the balance sheet D) fixed assets section of the balance sheet
Which brand positioning level is most likely to create a relationship with a customer that engenders brand loyalty, commitment, and strong consumer equity?
A) benefits B) service attributes C) status D) values E) personality