21. a. b. "All I have to do is to make a great product. It will sell itself" is typical of a: production orientation sales orientation C. marketing orientation d. value-based orientation 22. Match the marketing mix component with its corresponding value function, in the AMA definition of marketing: A. Product 1. Delivering value B. Price 2. Creating value C. Place 3. Capturing value D. Promotion 4. Communicating value a. A-4, B-2, C-3, D-1 b. A-3, B-1, C-4, D-2 C. A-1, 3-4, C-2, D-3 d. A-2, B-3, C-1, D-4 23 a. This course is called "Principles of Marketing" - what do we mean by "principle"? the rules for how to market using appropriate technologies b. a fundamental, general, truth c. the product, price, place, and the people involved in marketing d. the most successful marketing practices, which can be copied by other firms 24. Starbucks views you NOT as someone who spends $2 for a cup of coffee, but as someone who spends $25 a week, 50 weeks a year, for 10+ years: they see you as a $12,500+ customer over your lifetime. This perspective is called a: a. Profit orientation b. Transactional orientation c. Relational orientation d. Production orientation 25. Seventh Generation, a "green" marketing company, uses CDSTEP to analyze the environment. In this analysis, they find that their loyal customer base is generally high-income. Which part of CDSTEP would classify "high-income" under? a. The "D" in CDSTEP b. The "C" and "S" in CDSTEP C. The "T" in CDSTEP d. The "EP" in CDSTEP 26. a. Which of the following is NOT an aspect of the micro- (or immediate) environment? Company b. Culture c. Competition d. Corporate partners 27. a. "The shared meanings, beliefs, values, morals, customs, and behaviors of a group of people," is a definition of this macro environmental factor: demographics b. Social trend C. generational cohort culture Page 6 of 8