111. Which of the following statements is the primary reason
that explains why Japanese and Asian businesses moved from the production era
to the sales era?
a) The population was moving away from urban areas
b) There were too many customers to serve
c) Competition grew and the production of goods increased
d) Advertising was becoming a major marketing force
e) Technology was in a dormant stage

112. Imagine a confectionary company has introduced a new
nutty candy bar during the 1930s. Which of the following statements would you
most likely expect management to make if sales of this new candy bar were much
lower than expected?
a) We’d better do some market testing to determine why
people are dissatisfied
b) Perhaps we should make candy bars with raisins
c) Let’s put more aggressive salespeople in the field
d) Let’s forget the whole thing
e) Don’t worry about it; we’re the largest candy
manufacturer in the area. Sooner or later they’ll get hungry enough that
they’ll come to us

113. The period of Japanese business history when firms
could produce more than they could sell and the focus was on hiring more
salespeople to seek out new markets and customers was the __________ era.
a) marketing concept
b) production
c) sales
d) societal marketing concept
e) consumerism

114. The __________ is the idea that an organization should
(1) strive to satisfy the needs of consumers (2) while also trying to achieve
the organization’s goals.
a) concept of synergy
b) marketing concept
c) principle of consumerism
d) societal marketing concept
e) consumer-organizational concept

115. “We are in the business of satisfying needs and
wants of consumers” is a statement that exemplifies what has come to be
known as the __________.
a) hard-sell strategy
b) soft-sell strategy
c) sales concept
d) marketing concept
e) marketing mix

116. In 1952, General Electric’s annual report contained
this statement: “The concept introduces¼marketing¼at
the beginning rather than the end of the production cycle and integrates
marketing into each phase of the business”. This is a brief statement of
what has come to be known as the __________.
a) hard-sell strategy
b) soft-sell strategy
c) sales concept
d) marketing concept
e) marketing mix

117. Many companies subscribe to being “green”
because they feel that this is valued by the consumer. Yet often in these same
firms office computers are left on 24 hours a day, office paper is not recycled
and, employees are not encouraged to take public transportation to work. This
example indicates it is not always easy for firms to act in accordance with the
__________.
a) marketing concept
b) marketing mix
c) organizational strategy
d) environmental strategy
e) green strategy

118. Which of the following statements about the marketing
concept era is true?
a) During the marketing concept era, companies tried to
satisfy the needs of consumers while also achieving the organization’s goals
b) During the marketing concept era, companies tried to
satisfy the wants of the consumer no matter what
c) During the marketing concept era, companies believed if
you produced as much as you can, at the highest quality level, for the lowest
price, the product will sell itself
d) All Asian firms are now operating with a marketing
concept era philosophy
e) The marketing concept era can actually trace its roots to
early Greek culture

119. Which of the following terms best describes the
marketing concept era?
a) Production oriented
b) Sales oriented
c) Society oriented
d) Consumer oriented
e) Competition oriented

120. The Asian business period that attempts to satisfy
consumer needs while achieving organizational goals is called the __________
era.
a) sales
b) production
c) marketing concept
d) societal marketing concept
e) consumerism