17 Questions
What is the focus of normative marketing?
Prescribing what should be done
According to Hunt (1983), what do positive marketing attempts seek to explain?
Exchange relationships
What has marketing as an academic discipline undergone over the years?
Increased specialization
What is the job of a marketer and a health care professional according to the text?
To help consumers understand and respond to their latent needs
According to Narver, Slater, and MacLachlan (2004), what is defined as a 'proactive market orientation'?
Creating needs for consumers
What is a common misconception among pharmacists, as noted by McDonough and colleagues (1998a)?
Patients are willing to pay for pharmaceutical care without understanding their needs
Why do marketers not create needs, according to the text?
They help consumers understand and translate their latent needs into wants
What does the societal marketing concept propose?
To determine the needs, wants, and interests of target markets and deliver desired satisfactions while preserving or enhancing consumer and society well-being
Why did Kotler and Keller (2006) propose the holistic marketing concept?
To combine features of the marketing concept, customer concept, and societal marketing concept to address changes in business practices
In the context of marketing orientations, what do companies guided by previous concepts often do?
Act in ways that may not be in the best interests of society or consumers
What has prompted the proposal of a sixth orientation with respect to marketing thought and organizational philosophy?
Changes in the surroundings such as deterioration of the environment, resource shortages, poverty, and neglected social services
What is the main focus of the marketing concept?
The needs of the buyer
According to Smith (2002), what does the marketing concept emphasize for a company?
Changing the products and activities of the individual manufacturer to fit the market
What does a company guided by the marketing concept focus on when selecting target markets?
Selecting appropriate target markets based on distinct groups of buyers
What does a company with a marketing orientation attempt to integrate into all segments of the company?
Customer interests
According to Kotler (2003), what is the key to achieving organizational goals according to the marketing concept?
Being effective in generating profits through customer value creation
What is a distinct characteristic of a company guided by the marketing concept?
Attempting to integrate customer interests into all segments of the company
This quiz explores the concept of a sixth orientation in marketing thought, which emphasizes societal interests in response to environmental deterioration, resource shortages, poverty, and neglected social services. It discusses how companies can align their actions with the best interests of society.
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