1. Describe some of the characteristics of a firm that would follow a sales orientation.
The book’s definition of sales orientation is the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
Some of the characteristics of firm who are geared mostly at sales orientation are:
• Firm heavily relies on promoting and selling products and services the company makes.
• With heavy reliance comes aggressive selling tactics or strategies.
• In order to gain back customers or even attract new customers, firms use aggressive incentives to drive sales.
• Firms focus inward on the organization’s needs ...view middle of the document...
McDonald’s change as the market change. Back then, it started with catering to “quality, service, and cleanliness” (QSC) but as times changed, McDonald’s implemented the idea of “fast food” and included “breakfast menus, healthier choices and alternatives, and adult foods”. As for children, McDonald’s included toys and happy meals (complete with orange juice and/or chocolate milk) specifically for the little ones. The idea was affordable prices, fast food for a busy person and/or parent.
As for a societal marketing orientation, overtime, McDonald’s switched to “lighter excess weight paper in straws, paper bags and other items and recycled paper and cardboard packaging.” They also presented in-retailer flyers to “educate customers about the company’s environmental management practices, policies, philosophies, and positions on certain problems.” McDonald’s worked with quite a number of environmental and nonprofit businesses such as the Entire World Wildlife Fund and the Smithsonian Institute.
McDonald’s continues to try to reduce solid waste by efficient packaging and “by promoting the use of recycled-content materials.” McDonald’s efforts has been recognized by the U.S. Environmental Protection Agency.
4. Describe some important reasons to study marketing.
After reading the chapter, I realized how important marketing is, not just to society but to businesses and everyday life as well. The book laid it out simply:
Marketing plays an important role in society. We all need food and there are 300 million people living in the United States. We must get it from somewhere. This is where marketing plays a role. Marketing makes food available at accessible locations in how ever many we want in different forms!
Marketing in everyday life. As a consumer of goods and services, we are participating in marketing. What I buy, a little bit of what I pay for the goods and services goes toward marketing costs (ie marketing research, packaging, storage, advertising, etc). The more we understand about marketing the better we will be able to demand the satisfaction from the goods and services when it doesn’t meet the standards promised by the marketer or the business.
5. Visit the website for a four-year or two-year college and describe (don't cut and paste) the business related courses / and or degree tracts or options within the marketing degree. What are some of the required marketing courses? Which marketing courses are optional? I don't need a lot of detail, rather just a paragraph summary will work fine.
In University of Washington, some of the business related courses within the marketing degree are: