Influencing Practice For Service Improvement In Primary Care Nursing Essay

Influencing Practice For Service Improvement In Primary Care Nursing Essay Innovation and change are currently seen as an integral part of the NHS, and nurses have an increasing responsibility in the delivery of healthcare (DOH 2004). With the introduction of clinical governance many NHS Trusts are examining the standard of care being given and are implementing new initiatives to bring the care up to standard. This essay will aim to discuss and explore the implementation of an initiative to change practice in a clinical area of a primary care setting within an NHS trust. The proposed change is that of an orientation pack for new staff. This change can be linked to one aspect of clinical governance, staff and staff management, as it was felt that this was an area that needed developing. It will explore the reasoning for the change and the leadership style that was utilised for to implement a change. It will analyse the change theory developed by Kurt Lewin (1951) and how it will influence the implementation. Key strategies for effective clinical governance involves effective teamwork, leadership, ownership, openness and, most importantly, communication. The additional recurring theme is that the public and patients need to be involved in all aspects of the planning, organisation and environment of care. Since 1999, it has been at the top of the agenda for the NHS (Sale 2005). Scally and Donaldson (1998) define clinical governance as: A system through which NHS organisations are accountable for continually improving the quality of their services and safeguarding high standards of care by creating an environment in which excellence in clinical care will flourish (p61). There are many key elements in clinical governance these have divided into seven pillars. The pillar that will be focussed on in this particular instance will be pillar 4: Staff and staff managing, it has many crucial elements essential to the structure of a trust, specifically workforce planning. Without planning there will be a lack of staff skills, knowledge and empowerment which could threaten the provision of quality clinical care (Sale 2005). An orientation pack is vital in any organisation setting. It can be overwhelming when starting a new role, and people can experience many emotions therefore there needs to be a structure in place to aid with this transition. Ward (2009) explains an orientation pack may impact retention within the nursing profession as well as increasing self confidence it will also impact staff with greater productivity and sense of direction in the work group. This is due to new employees getting to know the alignment between their role and the organisation expectations of them (Brown 2000). The primary care trust was having difficulty in retaining their staff, and had been experiencing a high turnover; there had also been some difficulties in filling the vacancies. Recruitment is ongoing, and costly the official cost is 32% of nurses annual salary, but including the building up of new staff and productivity deficit in the process it can be four times this (Foster cited by Agnew 2004). He goes on to explain in the first year if the new employee has a sense of belonging by being effectively bonded to the setting then this significantly reduces turnover. Despite these obvious advantages, it was found that there was only a general induction to the trust which every employee has within the first three months of their new employment; however no formal structure had been developed in the specific clinical area. By not having a formal orientation to the clinical area made it makes it difficult to establish the roles of the already existing team. The team is split into clusters; these clusters cover different general practices around the area, however trying to establish which cluster covered which practice was confusing. There was also found to be a lack of clarity when it came to the caseload, it was difficult to identify client groups and information was limited, this in turn was also putting possible risk to patient care. Furthermore there was no opportunity for new staff to ident ity their objectives and how to develop themselves within their role. When an initiative is being introduced to staff, they need to be aware of the reasons for the implementation. To enable successful integration into a new work place there needs to be a structured form of induction to alleviate barriers in communication and to enable a smooth transition. The proposed idea of a staff orientation pack (appendix 1) was the result of planned change. Planned change is a deliberate application of knowledge and skills by a leader, to bring about a change requires the leader to have the skills of problem solving, decision making and interpersonal and communication skills (Marquis and Huston 2006). Warrilow (2009) and Oliver (2006) both recognise that transformational leadership is focussed on, and embraces change, as it involves both the leaders and followers engaging on a common aim. They also recognise the leader to be a key element of successful strategies for managing change. Transformational leadership would be the most appropriate style to utilise when introducing the orientation pack as the underlying goal of transformational leadership is to bring about some type of change (Grimm, 2010, p76). The leaders who use this style are also regarded as change agents. A change agent should be a person skilled in the theory and implementation of planned change to be able to deal appropriately with the very real human emotions, including resistance that planned change can bring about (Marquis and Huston 2006). They can achieve this by using qualities such as charisma to motivate their followers to be able to achieve their goals, share visions and empower them (Grimm 2010). Change can be an intricate process which can have barriers which can threaten a successful implementation (McCrery and Pearce 2002). Sullivan and Decker recognise that Nurse Leaders must initiate the changes they believe are necessary to strengthen nursing practice, provide quality care, and create a better system (2005, p.217). In an organisation, to implement change they would need to follow a change theory.   There are many theorists who have developed processes of change, but Lewins theory is perhaps the one that is most recognised, user friendly and uncomplicated. The aid of a change model can be beneficial in overcoming certain obstacles. His theory of change provides the structure for understanding nurses behaviour during times of change and ways to improve the behaviour when introducing change into the workplace (Bozak 2003 p83). The model encompasses a three strep process this can be found in appendix 2. Lewins normative model of change is based on team participation, including all staff that will be affected by this change. This then increases their approval and implementation of change through a bottom-up method (Murphy 2006), furthermore identifying that achieving durable and efficient change entails the collaboration and involvement of the whole team not isolated individuals. Nevertheless, before any change is considered a plan is required that identifies the need. Baulcomb (2003) suggests guidance from Lewins (1951) force field analysis (FFA) demonstrates the complexities of the change process and how driving and resisting forces were incorporated within the planning and implementation phases'(p275). It is pertinent that the driving and restraining forces must be analyzed before implementing a planned change. Cork (2005) further explains that when implementing any change there are a number of factors that help to achieve change, this would be the driving concept for example the aim to improve orientation to the work place. Conversely, a restraining factor could be unwillingness to change or poor staff morale. Change can then only occur when one force outweighs the other, ideally for positive change the drivers must outweigh the restraining forces. The FFA for the proposed change can be found in appendix 3. The focus of the unfreeze stage is to change the status quo of the existing practice. The change agent needs to prepare the staff by identifying and challenging the need for change. The identification is necessary because changing for the sake of changes sake can cause unnecessary stress and the feel of manipulation (Marquis and Huston 2006). Involvement of colleagues from the very beginning empowers staff and makes them feel more valued. Sale (2005) identifies that staff are empowered when an environment has been created which encourages them to be actively involved in the decision making processes. However it is inevitable that there will be resistance when trying to implement a change especially when involving humans. Emotions can run high and change can be held as threatening. Conflict can also arise as it is making something different to what was (Sullivan and Decker 2005). To be able to start to overcome resistance the change agent needs to start to utilise their qualities as a leader and focus on valuing creativity and innovation form their staff (Marquis and Huston 2006). Informal discussions took place with different members of staff at various levels to explain problem had been identified and that there was a need for change. This allowed for the change agent to find common ground and start having a sense of connection with the staff (Tyrrell 1994). Staff appeared quite unsatisfied with the current status quo, however it was found that time was a resisting factor due to busy workloads. An issue that the change agent could bring to the attention of the staff is that the in the current climate workloads would not improve if there is low retention in staff, which in turn can be caused by not feeling integrated into the team properly. Part of this stage may involve making people feel uncomfortable. Another factor that would need to be considered would be a possible cost implication and who would carry it, management may feel reluctant to participate in fu nding. In the clinical setting the change agent could start to communicate their desired change via email which all staff have access to. This can give the staff the opportunity to convey their opinions on the change, which can then be reinforced with a formal team meeting which will allow the change agent to convey their purpose for change and give the staff a sense of direction, and also allowed for them to be open and honest within the team (Grimm 2010). It can also give the change agent an idea of how change may be perceived by the whole team, and possible resistance. Once the need for change has been perceived by others and the status quo has been disrupted then the change agent can go on to the next stage in the change model (Marquis and Huston 2006). Marquis and Huston (2006) states that In movement, the change agent identifies, plan and implements appropriate strategies, ensuring that driving forces exceed restraining forces (p173). It also allows for problems to be undertaken and for goals and objectives to be set, and opportunity to scope out for alternative solutions. This stage can take time as there are many factors to take into account. In appendix 2 the FFA for the proposed change identifies that restraining forces appear to have an undercurrent of human behaviour. This can be extremely difficult to overcome especially when nurses have always done something in a particular way and are reluctant to make change. As previously mentioned communication is the key to successful change and the change agent needs to keep an open line of communication when implementing the plan. A transformational leader uses effective communication to increase the motivation, morale and performance of their staff members as opposed to the usual c ommand and control staff supervision style (Lorraine 2010). Trust is also a key issue; it arises from a mutual understanding that the change would not be detrimental to the staff (Hein 1995). Hence the change agent will require the ability to communicate effectively and encourage motivation amongst the staff. According to Clark (2009) a leader needs to develop a high degree of emotional intelligence. This allows for an understanding of the emotions of their staff and manages them in a positive way to achieve the best possible outcome. Hein (2007) then continues and says it enforces the problem solving and decision making skills of the change agent allowing for staff to become more relaxed, less stressed and more open for change. If there is a continuation of motivational struggles and unwillingness to change motivational interviewing would be a preference to over overcome this. This looks at encouraging and supporting people in adopting new behaviours. The change agent would support the staff member whom is struggling with ambivalence about change. Encouragement is used so that there is recognition of the alternatives to the status quo (Bundy 2004). However, Bundy (2004) does go on to say this can be seen as quite challenging and can have elements of being confrontational. This process needs to be executed wisely. For a successful implementation education would also be a key factor. The change agent would need to educate staff on the new pack and clarify the expectations of the staff for the pack to continually be used and developed. Spencer (2001) suggests that this will give staff the confidence that they are doing the right thing and that practice is successful and sustainable. Once the plan has been established and implemented into practice, leaders need to ensure that there is maintained equilibrium. By including staff in the change, the change agent has invited them to become more attached to organisation, which leads to greater commitment, willingness and motivation (Hein 1995). Additionally it is imperative that continual support and guidance is given so that acknowledgments that all staff has embrace and understood it. Nevertheless no change should ever be frozen solid there needs to be scope for re-thawing to allow for continual changes to improve practice, however initially stabilization needs to occur for staff to reap the benefits. Refreezing actions include defining standards, documentation, training, processes and so on. The change agent would need to continue to monitor over a period of time as it can take three to six months for a change to be to be accepted (Marquis and Huston 2006). There will also be the need to make sure that people are no t pulled back to the previous stage. Ways of doing this is removing any method by which people can return, so there is nothing to return to (Straker 2010). The change agent can try to do this is by making it part of everyday practice. Once a norm is developed and there have been significant signs that it has had a positive impact such as greater staff retention then people are more inclined to use it. If the change was found to be successful then a possible scope for development would be to start to look on a wider scale and try to implement the pack into other clinical practices within the PCT. Again there will be barriers to overcome, although from the experience that the change agent had encountered in the clinical area, these barriers could seem less daunting. There would have also been greater development in their leadership skills allowing for the growth of confidence in implementing change. Change is an essential dynamic in positive growth and development; although some may be resistant to it others may embrace it and feel empowered. A recurrent theme that has appeared through the here may change process is that of communication. Excellent communication skills allow those affected by change to have their say, thus allowing barriers and resistance to be overcome. Although it may not be possible to fully eliminate barriers there may be ways to move the barriers to make them a positive. Saver (2009) also states that constant communication helps new and current staff feel valued (p19). In conclusion nurses in the present working climate have to accept necessary changes with an open mind and motivation arms. Not only should they accept changes as they take place, but should also be constantly reviewing working practices and being proactive in implementing changes as and when necessary. Change is not always welcomed, however it will allow for eradication of stagnation within the working environment (Ootim, 1997). References Agnew, T (2004) Support for staff reduces cost of recruitment. Nursing Standard. May 2004 18(35) p7 [online]: Available from Ovid URL [Accessed 11th November 2010]. Baulcomb, J (2003) Management of change through force field analysis. Journal of nursing management. Jul 2003 11(4) 275-80 [online]: Available from: EBSCO URL [Accessed 10th November 2010]. Bozak, M (2003) Using Lewins Force Field Analysis in Implementing a Nursing Information System. CIN: Computers, Informatics, Nursing. 21(2):80-85, Mar-Apr 2003. [online] Available from: Ovid URL [Accessed 30 October 2010] Brown, J. (2000) Employee Orientation: Keeping New Employees on Board. [online] Available from: http://humanresources.about.com/lr/new_employee_orientation/189518/1/. [Accessed on 30th October 2010] Bundy, C. (2004) Changing behaviour: using motivational interviewing techniques. Journal of The Royal Society of Medicine. 97 (44):43-47, 2004. [online] Available from: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1308798/pdf/15239293.pdf [Accessed 30 October 2010] Clark Chambers, C (2009) Creative nursing leadership and management. London: Jones and Barttlett Publishers International. Cork, A. (2005) A model for successful change management Nursing Standard Mar 2-8 19(25):40-42 [online]: Available from EBSCO URL [Accessed on 30th October 2010]. Department of Health (2004) Standards For a Better Health. London: DOH Grimm, J. (2010) Effective Leadership: Making the Difference. Journal of Emergency Nursing. January 2010 36(1):74-77, [online]. Available from: Ovid URL [Accessed 29 October 2010] Hein, E. (1995) Contemporary leadership behaviour. 5th ed Philadelphia: Lippincott Company. Hein, S. (2007) Emotional Intelligence. [online] Available from: www.http://eqi.org. [Accessed 14th November 2010] Lorraine, C (2010). Nurse Leaders Effective Communication. [online] Available from: Nurse Leaders Effective Communication | eHow.co.uk http://www.ehow.co.uk/about_6677338_nurse-leaders-effective-communication.html#ixzz15Cdizzvg. [Accessed on 14th November 2010] Marquis, B and Huston, C (2006) Leadership roles and management functions in nursing: theory and application. 5th ed. Philadelphia, Lippincott Williams Wilkins. Mullins, J (2007) Management and organisational behaviour. UK: Pearson Education Murphy F (2006) Using change in practice: a case study approach. Nursing Management. May 2006 13(2): 22-25. [online]. Available from: Ovid URL [Accessed on 30th October 2010] Oliver, S (2006) Leadership in health care. Musculoskeletal Care. 2006 4(1): 38-47 [online] Available from: www.interscience.wiley.com. [Accessed on 30th October 2010] Ootim, B (1997) Effective change. Nursing Management. May  1997 4(2):10. [online] Available from: Ovid URL [Accessed on 30th October 2010] Sale, D. (2005) Understanding Clinical Governance and Quality Assurance: making it happen. Basingstoke: Palgrave: Macmillan. Saver, C (2009) Closing the revolving door for OR staff. OR Manager. Mar 2009 25(3):18-19 [online] Available from: EBSCO URL [Accessed on 30th October 2010] Scally G and Donaldson LJ. (1998) Clinical governance and the drive for quality improvement in the new NHS in England. British Medical Journal 317(7150) 4 July pp.61-65 [online]. Available from: Ovid [Accessed 29 October 2010]. Spencer, S, (2001). Education for change, in: Spencer, S, Unsworth, J and Burke, W. (eds) Developing community nursing practice. Buckingham: Open University Press, pp.116-113. Straker, D. (2010). Lewin Push and Pull. [online] Available from http://www.syque.com/quality_tools/tools/Tools54.htm [Accessed 14th November 2010] Sullivan, E Decker, P (2005) Effective leadership management in nursing. 6th ed. New Jersey: Pearson Prentice Hall. Tyrrell, R (1994) Visioning: an important management tool. Nursing economics. Mar-Apr 1994 12(2): 93-94. [online]. Available from: EBSCO URL [Accessed on 10th November 2010] Unsworth, J (2001). Managing the development of practice, in: Spencer, S, Unsworth, J and Burke, W. (eds) Developing community nursing practice. Buckingham: Open University Press, pp. 69-92. Ward, CW (2009) Enhancing orientation and retention: one units success story. Journal of continuing education in nursing. Feb 2009 40(2):87-90 [online]. Available from: EBSCO URL [Accessed on 30th October 2010] Warrilow, S. (2009) Transformational Leadership Theory The 4 Key Components in Leading Change Managing Change. [online] Available from: http://ezinearticles.com/?Transformational-Leadership-TheoryThe-4-Key-Components-in-Leading-Change-and-Managing-Changeid=2755277. [Accessed on 5th November 2010]. Appendix 1 Proposed Induction pack guidelines Appendix 2 Kurt Lewins Change theory Unfreezing reducing those forces which maintain behaviour in its present form, recognition of the need for change and improvement to occur Movement development of new attitudes or behaviour and the implementation of change Refreeze stabilising change at the new level and reinforcement through supporting mechanisms, for example policies, structures or norms Mullins (2007 p736)

angiogenesis blood vessel growth :: essays research papers

PDFG induces proliferation of fibroblasts, microglia, and smooth muscle. It is stored in platelet granules and is released following platelet aggregation. PDGF may also serve as a chemotactic agent for inflammatory cells. Platelets circulate in the blood and are derived from megakaryocytic in the marrow. Like erythrocytes, they are anucleate. However, unlike erythrocytes, they contain numerous intracytoplasmic granules and are the source of numerous proinflammatory mediators. In fact, they are quantitatively the greatest single source of vasoactive amines in the body. They also are a rich source of thromboxane A2. It is their activation that, in part, initiates the vascular phase of the acute inflammatory response (see Fig. 2-13 in text). To have them play this role makes imminently good sense, because they are present in large numbers throughout the circulation, i.e., some are always in close proximity to an inciting stimulus. Vasoactive Literally translated, this adjective means that a substance has the capacity to alter the physiologic state, especially the tone and caliber, of a vessel. Platelet-Derived Growth Factor (PDGF), a dimeric glycoprotein composed of two A and/or B chains, is the principal mitogen in serum for mesenchymal cells. Applications include culture of various cell types derived from connective tissue. It can also be used to study chemotaxis, wound healing, and bone repair. Another member of the PDGF family is the Vascular Endothelial Growth Factor (VEGF) with endothelial cell-specific activities (e.g., angiogenic and mitogenic factor). Platelet-derived growth factor (PDGF) [1-3 reviews], a factor released from platelets upon clotting, is responsible for stimulating the proliferation of fibroblasts in vitro [4-6]. PDGF is also produced by a number of cell types besides platelets and is mitogen for vascular smooth muscle cells, bone cells, cartilage cells, connective tissue cells and some blood cells [7-9]. PDGF is stored in platelet alpha granules and released upon platelet activation. PDGFs are disulfide-linked dimers. The subunits of the PDGF dimers are homologous polypeptides designated PDGF-A and PDGF-B chains. Natural PDGFs can exist either as homodimers (PDGF-AA, PDGF-BB) or heterodimers (PDGF-AB). Two splice variants exist for the A-chain (211AA for the long isoform, 196AA for the most abundant short isoform), and C-terminal proteolytic processing apparently occurs for the B-chain (and possibly the A-chain) [10-12]. A-chain long isoform and B-chain contain a cell retention signal at the C-term end, which must be removed in order to release a freely circulating PDGF [13-16]. Two distinct human PDGF receptor transmembrane binding proteins have been identified [17,18].

Managing Profitable Customer Relationship

Chapter 1 Marketing: Managing Profitable Customer Relationships GENERAL CONTENT: Multiple-Choice Questions 1. Central to any definition of marketing is _____. a. demand management b. transactions c. customer relationships d. making a sale e. making a profit (Answer: c; p. 5; Easy) 2. All of the following are accurate descriptions of modern marketing today, except which one? a. Marketing is creation of value for customers. b. Marketing is customer satisfaction at a profit. c. Selling and advertising are synonymous with marketing. d. Marketing involves building and managing profitable customer relationships. e. None of the above statements is true. (Answer: c; p. 5; Easy)3. Like NASCAR, successful companies recognize a crucial dimension of an outstanding marketing company to be _____. a. a strong customer focus b. a relentless pursuit of customer needs c. customer relationships built by everyone in the organization d. all of the above e. none of the above (Answer: d; p. 5; Moderate)4. _____ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation. a. Selling b. Advertising c. Barter d. Marketing e. None of the above is correct. Answer: d; p. 5; Challenging)5. Society and culture sh ape the basic form of human needs called _____. a. needs b. wants c. demands d. value e. an exchange (Answer: b; p. 6; Moderate)6. When backed by buying power, wants become _____. a. social needs b. demands c. physical needs d. self-esteem needs e. exchanges (Answer: b; p. 6; Easy)7. The fundamental reason America’s most admired firms, including Southwest Airlines and Harley-Davidson, conduct extensive research is to _____. a. maximize profits b. increase market share c. increase sales d. understand customers’ needs, wants, and demands e. undermine competitors Answer: d; p. 6; Moderate)8. _____ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs. a. Selling myopia b. Marketing c. Selling d. Marketing myopia e. Share of customer (Answer: d; p. 7; Moderate)9. American brand icons, including Harley-Davidson, Coca-Cola, and Nike, create deep brand meanings for consumers and do not suffer from _____. a. short-term losses b. long-term losses c. competitive threats d. marketing myopia e. planning problems (Answer: d; p. 7; Moderate)10. _____ are key building blocks for developing and managing customer relationships. a.Consumer expectations and customer satisfaction b. Customer choices and product offers c. Product performance and customer value d. Customer value and customer satisfaction e. Strategic plans (Answer: d; p. 8; Challenging)11. NASCAR’s primary obsession is to deliver a special _____ to every customer. a. assortment of products b. book store c. experience d. set of recommendations e. car (Answer: c; p. 7; Moderate)12. All of the following phrases reflect the marketing concept, except which one? a. We don’t have a Marketing Department, we have a Customer Department. b. We make it happen for you. c. We stay close to customers. d. Putting profits ahead of customer needs is critical to the health of the firm. e. Customers are important. (Answer: d; p. 11; Easy)13. An example of a(n) _____ is when a customer pays Circuit City $250 and receives a television set in return. a. exchange b. transaction c. market d. segment e. scam (Answer: b; p. 9; Easy)14. _____ is the set of actual and potential buyers of a product. a. A market b. An audience c. A group d. A segment e. An exchange (Answer: a; p. 8; Moderate)15. Which of the following phrases reflects the marketing concept? a. The supplier is king. b. Marketing should be viewed as hunting and not gardening. . This is what I make, won’t you please buy it? d. This is what I want, won’t you please make it? e. None of the above. (Answer: d; p. 11; Challenging)16. The art and science of choosing target markets and building profitable relationships with them is called _____. a. marketing management b. positioning c. segmentation d. selling e. managing the marketing effort (Answer: a; p. 9; Moderate)17. _____ is(are) the set of benefits a company promises to deliver its consumers to satisfy their needs. a. A money-back guarantee b. Low prices c. Good customer service d. A value proposition e. An attribute (Answer: d; p. 9; Moderate)18. All of the following phrases reflect a firm’s value proposition, except which one? a. Altoids is positioned as â€Å"the curiously strong mint. † b. Porsche promises driving performance and excitement. c. Cheer laundry detergent promises powerful cleaning at all temperatures. d. All of the above are correct. e. None of the above is correct. (Answer: d; p. 9; Moderate)19. The _____ is a useful philosophy in situations when the product’s cost is too high and marketers look for ways to bring it down. a. selling concept b. product concept c. production concept d. marketing concept e. A and D (Answer: c; p. 10; Challenging)20. Henry Ford’s philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the _____. a. product concept b. marketing concept c. marke ting mix d. production concept e. selling concept (Answer: d; p. 10; Moderate)21. To avoid traffic gridlock in large metro areas, _____ is undertaken to encourage commuters to carpool and use mass transit. a. target marketing b. market segmentation c. demarketing d. marketing e. the production concept (Answer: c; p. 9; Challenging)22. Selecting which segments to serve is called _____. a. market segmentation b. positioning c. customization . target marketing e. managing the marketing effort (Answer: d; p. 9; Moderate)23. When Wal-Mart profitably targets buyers who value savings, it is an example of _____. a. convenience b. value pricing c. market segmentation d. target marketing e. value packing (Answer: d; p. 9; Easy)24. All of the following phrases reflect the definition of target marketing, except which one? a. Disney targets persons in all stages of the life cycle. b. Porsche profitably targets affluent professionals. c. Dollar Stores profitably target families with modest means. d. The Book of the Month Club customizes offers based on a member’s previous selections. . Charlie Cheese Pizza Factory targets children. (Answer: a; p. 9; Moderate)25. â€Å"Build a better mousetrap and the world will beat a path to your door† reflects the _____. a. production concept b. marketing concept c. selling concept d. product concept e. target marketing (Answer: d; p. 10; Challenging)26. Which operating philosophy is practiced by the American Red Cross to solicit blood donations? a. The marketing concept. b. The product concept. c. The production concept. d. The selling concept. e. None of the above. (Answer: d; p. 10; Challenging)27. Firms follow the _____ when they face overcapacity. a. product concept b. elling concept c. production concept d. marketing concept e. A and C (Answer: b; p. 10; Challenging)28. Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of tra nsportation. This reflects the _____. a. product concept b. production concept c. selling concept d. marketing concept e. none of the above (Answer: a; p. 10; Moderate)29. According to the authors of your text, _____ is viewed not as â€Å"hunting,† but as â€Å"gardening. † That is, a firm has to find the right products for its customers. a. selling b. production c. marketing d. retailing e. dvertising (Answer: c; p. 11; Moderate)30. The _____ starts with the factory, focusing on the company’s existing products; it calls for heavy selling and promotion to obtain profitable sales. a. marketing concept b. production concept c. product concept d. selling concept e. company advertising (Answer: d; p. 10; Moderate)31. According to the authors of your text, fast-food restaurants offer tasty and convenient food at affordable prices; they contribute to a national obesity epidemic that harms consumer health and causes environmental problems in the long run. This stateme nt reflects that they often overlook the _____ business philosophy. . marketing concept b. product concept c. production concept d. societal marketing concept e. new-idea (Answer: d; p. 11; Moderate)32. The set of marketing tools a firm uses to implement its marketing strategy is called the _____. a. promotion mix b. product mix c. marketing mix d. TQM e. marketing effort (Answer: c; p. 13; Moderate)33. _____ is defined as the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. a. Customer relationship management b. Customer satisfaction c. TQM d. Customer perceived value e. Marketing myopia (Answer: d; p. 4; Easy)34. Building, keeping, and growing profitable value-laden relationships with all customers of a company is called _____. a. customer lifetime value b. customer perceived value c. customer relationship management d. database marketing e. societal marketing (Answer: c; p. 14; Ea sy)35. Delivering superior customer value and customer satisfaction are the two keys to building lasting _____. a. customer satisfaction b. customer databases c. market share d. customer relationships e. profits (Answer: d; p. 14; Moderate)36. All of the statements below reflect the definition of customer-perceived value, except which one? . Alex brought home his Lexus for $45,000; he luxuriated in the handling and smell of the leather interior. b. FedEx offers reliable package delivery at a reasonable price. c. The benefits of undergraduate tuition at state schools are judged to be reasonable and fair in comparison to competing private schools. d. The benefits of diet soft drinks are judged to be reasonable and fair in comparison to other types of soft drinks. e. All of the above are correct. (Answer: e; p. 14; Moderate)37. FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these aforementioned benefits against the monetary and psychic costs o f using the service, they are acting upon _____. a. loyalty b. relationship marketing c. perceived customer value d. social relationships e. a societal marketing campaign (Answer: c; p. 14; Challenging)38. Airlines offer frequent flier marketing programs to build value and satisfaction into the customer relationship. Using this approach, airlines add _____ to the customer relationship. a. social benefits b. structural benefits c. financial benefits d. excitement e. add-ons (Answer: c; p. 15; Challenging)39.Many banks are leading the way in using customer profitability analysis to weed out losing customers and target winning ones for pampering. This is called _____. a. customer relationship management b. positioning c. database marketing d. selective relationship management e. prospecting (Answer: d; p. 16; Challenging)40. Through _____, many companies today are strengthening their connections to partners all along the channel, from raw materials to components to final products that are carried to final buyers. a. supply chain management b. direct marketing c. partnership relationship marketing d. customized marketing e. deviated marketing Answer: a; p. 19; Easy)41. Pooling resources with other firms in order to succeed beyond managing the supply chain illustrates the _____ partnership. a. management contracting b. licensing c. supply chain management d. strategic alliance e. exporting (Answer: d; p. 19; Challenging)42. Stew Leonard, owner/operator of supermarkets, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he/she remains in the area. This is an illustration of _____. a. share of customer b. market share c. profitability d. customer lifetime value . market share maintenance (Answer: d; p. 20; Challenging)43. Amazon. com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other product items. Based on previous purchase history, the company recommends related CDs, books, or videos that might be of interest. This helps Amazon. com capture a greater _____. a. market share b. customer lifetime value c. share of customer d. profitability e. customer base (Answer: c; p. 21; Challenging)44. _____ is the total combined customer lifetime values of all the company’s customers. . Share of customer b. Customer lifetime value c. Customer equity d. Profitability e. Share of market (Answer: c; p. 21; Challenging)45. Current sales and market share reflect a firm’s past performance while _____ reflects the future. a. customer lifetime value b. share of customer c. profitability d. customer equity e. growth rate (Answer: d; p. 21; Moderate)46. Banks classify customers into one of four relationship groups, according to their potential profitability and projected loyalty. JPMorgan Chase Bank wishes to examine its database and identif y customers who are profitable but not loyal. According to the authors of the text, it plans to use promotional blitzes to attract the group called _____. a. barnacles b. true friends c. strangers d. butterflies e. fools (Answer: d; p. 23; Challenging)47. The ultimate aim of customer relationship management is to produce _____. a. customer equity b. market share c. sales volume d. a reliable database e. profits (Answer: a; p. 21; Moderate)48. Which of the following statements about how the Internet is impacting lives everywhere is most accurate? a. Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike. . The Internet is still in its infancy with few consumers buying products/services online. c. The Internet allows anytime, anywhere connections to information, entertainment, and communication. d. If consumer e-commerce looks promising, business-to-business e-commerce is just plain declining. e. A and B (Answer: c; p. 26; Easy)49. The rapid pace of _____ has allowed companies to greatly expand their geographical market coverage, purchasing, and manufacturing. a. technology b. change c. travel d. globalization e. none of the above (Answer: d; p. 26; Moderate)50. Perhaps the most dramatic new technology today is _____. a. Microsoft Windows XP b. AOL c. the Internet d. all of the above e. none of the above (Answer: c; p. 26; Easy)51. Ben & Jerry’s challenges all stakeholders, including employees, top management, and even ice cream scoopers in their stores, to include concern for individual and community welfare in their day-to-day decisions. Actions by companies to do well by doing good reflects _____. a. ethics b. social responsibility c. profit marketing d. marketing e. myopia (Answer: b; p. 28; Moderate)52. When a church targets different demographic groups to increase attendance, it is an example of _____. a. for-profit marketing b. ot-for-profit marketing c. mindless marketing d. ethics in marketing e. societal marketing (Answer: b; p. 28; Moderate)53. The goal of customer relationship management is to produce _____. a. revenues b. profits c. customer equity d. a database of customers e. all of the above (Answer: c; p. 21; Moderate)54. To create customer value and build strong customer relationships, marketers know they cannot go it alone. Hence, in order to succeed in the long run, they practice _____. a. partner relationship management b. database marketing c. designing attractive websites d. customer equity e. all of the above (Answer: a; p. 19; Challenging)55. The success of a firm hinges upon the performance of the entire _____. a. marketing department’s effort b. supply chain c. product mix offerings d. organizational structure e. industry (Answer: b; p. 19; Moderate)56. The authors of your text classify customers into one of four relationship groups, according to their profitability and projected loyalty. _____ characterize the group with the highest pro fit potential and strong loyalty. a. Barnacles b. Strangers c. Butterflies d. True believers e. Best friends (Answer: d; p. 23; Easy)57. _____ is the act of obtaining a desired object from someone by offering something in return. . A transaction b. Exchanging c. Bribing d. Valuing e. Donating (Answer: b; p. 8; Easy)58. In the case of excess demand, _____ may be required to reduce the number of customers or to shift demand temporarily or permanently. a. marketing b. demarketing c. value marketing d. surplusing e. all of the above (Answer: b; p. 9; Easy)59. The _____ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. a. product b. production c. selling d. equity e. marketing (Answer: e; p. 11; Easy)60.The _____ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer’s and society’s wel l being. a. marketing b. selling c. product d. societal marketing e. equity (Answer: d; p. 11; Easy)61. The _____ of a Taco Bell customer exceeds $12,000. a. market share b. CRM c. customer lifetime value d. share of stomach e. salary (Answer: c; p. 21; Moderate)62. For which of the following reasons are marketers everywhere using the Internet? a. To build closer relationships. b. To access new marketspaces. c. To attract new customers. d. To show off their technological skills. . A, B, and C (Answer: e; p. 26; Easy)63. You have learned at work that today’s successful companies at all levels have one thing in common: they are strongly customer focused and heavily committed to _____. a. obtaining the best CEOs b. increasing wealth to stockholders c. marketing d. employee motivation e. earning profits (Answer: c; p. 5; Moderate)64. The twofold goal of marketing is to attract new customers by promising superior value and to _____. a. keep and grow current customers by delivering satisfaction b. keep and grow current customers by delivering competitive pricing c. eep and grow current customers by delivering friendly service d. keep and grow current customers by delivering vast product assortment e. all of the above (Answer: a; p. 5; Moderate)65. You have learned from experience as well as from this course that the most basic concept underlying marketing is that of _____. a. selling and advertising b. customer satisfaction c. retaining customers d. human needs e. fulfilling consumer wants (Answer: d; p. 6; Easy)66. As a new assistant marketing manager trainee, you learn in an orientation meeting that _____ are the form human needs take as they are shaped by culture and individual personality. . wants b. demands c. self-concepts d. desires e. icons (Answer: a; p. 6; Easy)67. What do companies call a set of benefits that they promise to consumers to satisfy their needs? a. marketing offer b. value proposition c. demand satisfaction d. need proposition e. evoke d set (Answer: b; p. 9; Moderate)68. Most firms practice the selling concept when they face _____. a. a crisis b. a recession c. fierce competition d. overcapacity e. marketing myopia (Answer: d; p. 10; Moderate)69. Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization.His perspective of having a customer department uses a(n) _____ perspective. a. outside-in b. external c. inside-out d. modern e. traditional (Answer: a; p. 11; Challenging)70. Customer-driven marketing usually works well when _____ and when customers _____. a. a clear need exists; are easy to identify b. customers know what they want; can afford it c. a firm can deliver the goods desired; are thoroughly researched d. a clear need exists; know what they want e. a want exists; cannot afford it (Answer: d; p. 11; Challenging)71. The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer _____. . short-run costs and profits b. short-ru n ethics c. long-run welfare d. health e. value propositions (Answer: c; p. 12; Moderate)72. _____ is an important concept when we realize that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. a. Heuristics b. Net profit c. Customer lifetime value d. Relationship marketing e. Market share (Answer: c; p. 20; Moderate)73. Customers buy from stores and firms that offer the highest _____. a. value for the dollar b. customer perceived value c. level of customer satisfaction . company image e. A and C (Answer: b; p. 14; Challenging)74. Is the following statement true? Clearly, the more loyal the firm’s customers, the higher the firm’s customer equity. a. No. b. Yes. c. Maybe. d. Cannot tell accurately. e. Only if the value proposition is understood. (Answer: b; p. 21; Easy)75. Many not-for-profit organizations are facing huge operating deficits that they must cove r by more aggressive _____. a. volunteer service b. customer service c. advertising d. donor marketing e. social marketing campaigns (Answer: d; p. 29; Moderate) True/False76. Selling is managing profitable customer relationships. Answer: False; p. 5; Moderate)77. Product, price, place, and promotion make up the elements of a firm’s marketing mix. (Answer: True; p. 13; Easy)78. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. (Answer: True; p. 5; Challenging)79. Human needs are shaped by culture and individual personality. (Answer: False; p. 6; Moderate)80. When backed by buying power, wants become demands. (Answer: True; p. 6; Moderate)81. When backed by buying power, needs become demands. (Answer: False; p. 6; Moderate)82. Marketing offers are limited to physical products. (Answer: False; p. 7; Moderate)83. Marketing offers include products, services, information, or expe riences offered to a market to satisfy a need or want. (Answer: False; p. 7; Moderate)84. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. (Answer: False; p. 7; Challenging)85. An exchange is the core concept of marketing, whereas a transaction is marketing’s unit of measurement. (Answer: True; p. 8; Moderate)86. Marketers of products, services, and ideas only practice marketing, whereas buyers do not. Answer: False; p. 8; Moderate)87. Who is our target market and what’s our value proposition are two important questions underlying marketing strategy. (Answer: True; p. 9; Moderate)88. Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization only. (Answer: False; p. 9; Challenging)89. Demarketing is a marketing philosophy focused upon product differentiation and positioning. (Answer: False; p. 9; Moderate)90. The production concept and product concept are t wo philosophies that can both lead to marketing myopia. (Answer: True; p. 10; Challenging)91. When railroad companies thought that users wanted trains rather than transportation and overlooked the growing challenge of other modes of transportation they were following the selling concept. (Answer: False; p. 10; Moderate)92. Most firms follow the production concept when they face overcapacity. (Answer: False; p. 10; Challenging)93. The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society’s interest. (Answer: True; p. 12; Moderate)94. Customer Relationship Management (CRM) is nothing more than a customer data management activity. (Answer: False; p. 14; Moderate)95. Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships. (Answer: True; p. 14; Moderate)96. Customer value is defined as the customer’s evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. (Answer: True; p. 14; Moderate)97. Customer-perceived value depends on the product’s perceived performance relative to a buyer’s expectations. (Answer: False; p. 14; Moderate)98. The simplest definition of modern marketing is managing profitable customer relationships. (Answer: True; p. 5; Easy)99.The difference between human needs and wants is that needs are states of felt deprivation. (Answer: True; p. 6; Easy)100. Smart marketers look beyond the attributes of the products and services they sell. They create brand experiences for consumers. (Answer: True; p. 7; Moderate)101. Marketing management is interested in serving all customers in every way to remain competitive in today’s markets. (Answer: False; p. 9; Moderate)102. At times it becomes necessary to reduce demand for some products and services. When the government tries to reduce smoking of tobacco products, it ad ds more tax to the products and is practicing demarketing. Answer: True; p. 9; Easy)103. Amy’s law office has developed a new format and wording for wills. The staff believes they offer the most in quality, performance, and innovative features. Her law office is practicing the production concept. (Answer: False; p. 10; Moderate)104. The selling concept holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. (Answer: True; p. 10; Easy)105. The major difference between customer-driving marketing and customer-driven marketing is that the former considers only existing needs. Answer: False; p. 11; Easy) Essay106. Explain the five marketplace concepts. The core marketplace concepts are: needs, wants, and demands; marketing offers; value and satisfaction; exchanges, transactions, and relationships; and markets. Addressing customer needs and want is at the very heart of the marketing concept. The four el ements of the marketing mix help firms meet the challenges of value creation, customer satisfaction, and to establish meaningful and profitable relationships. (p. 6; Moderate)107. Explain how marketers create brand experiences beyond selling products/services. Strategic thinking underlies creating meaningful and purposeful experiences and relationships for customers. In creating brand experiences, marketers have successfully demonstrated that to differentiate their offer from their competitors, they have to connect with their customers at various levels. (p. 7; Moderate)108. Compare the selling and marketing concepts under which organizations carry out their marketing strategies. List the key components of each philosophy. The selling concept reflects an inside-out philosophy and the marketing concept takes an outside-in perspective. The selling concept is practiced when firms face overcapacity. When consumers do not buy enough products on their own, companies coerce them into buyin g more by undertaking a large-scale selling and promotion effort. The marketing concept, on the other hand, is a three-pronged philosophy based upon: satisfaction of customer needs and wants, integration of resources both within and outside the firm,, and profit maximization. (p. 10; Easy)109. What is the societal marketing concept? Explain. According to this concept, firms today and in the future will survive if they take underlying consumer needs and society’s well being into account over the long term. In setting their marketing strategies, marketers today need to balance company profits, consumer wants, and society’s interests. From day one, when marketing decisions are made, firms need to put people and society before profits. (p. 11; Easy)110. One of the major developments in marketing can be summed up on one buzzword: relationships. Define customer relationship management and its associated strategies for building long-term relationships. Customer Relationship M anagement (CRM) is the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.Companies develop customer relationships with target markets at multiple levels. The most basic form of a relationship for mass-marketed products/services is through a Web site, sales promotion offer, or a 1-800 customer-response number. At the other end of the spectrum, companies like Amazon. com create full partnerships with key customers. Other marketers work closely with retailers, for example. Some marketers use tools such as financial benefits like rewards based on frequency of purchase. Other tools include social benefits, like offering key customers the opportunity to network and create communities.Another approach adds structural ties to the aforementioned financial and social benefits. Hence, to retain current customers and remain profitable, companies today are going beyond transactional marketing to customer relationship mana gement. The key is to create and sustain relationships for the long term. (p. 14; Moderate)111. The aim of customer relationship management is to create not just customer satisfaction, but customer delight. Explain. Customer satisfaction cannot be taken for granted. Because brand loyalty is dependent upon strong customer satisfaction, companies strive to retain current customers.Losing a customer once might mean losing the customer for life. Firms like Taco Bell and Home Depot, for example, look at a stream of purchases a customer is likely to make over his/her lifetime. Therefore each sale is critical to the long-term success of a relationship. Because the ultimate aim of customer lifetime value is to create share of customer, firms today create customer delight by over delivering and creating emotional relationships with key customers. (p. 15; Moderate)112. Define customer equity. Customer equity is the sum of the lifetime values of all the company’s customers. Customer equ ity is dependent upon customer loyalty by a firm’s profitable customers. Because customer equity is a reflection of a company’s future, companies must manage it carefully. (p. 21; Easy)113. Explain how the Internet has transformed the way in which we do business today. The Internet links individuals and businesses of all types to each other. â€Å"Bricks and Mortar† companies of the past are now â€Å"clicks and mortar† companies today. Manufacturing firms today are linked to their suppliers and customers to build closer relationships. The Internet allows firms access to exciting new marketspaces. The Internet has spawned an entirely new breed of â€Å"click only† companies—the so-called â€Å"dot-coms. † The post-Internet frenzy of the late 1990s has introduced companies that are both savvy and face promising futures. (p. 26; Easy)114. Describe the impact of globalization on marketing today. Marketers everywhere have been surrounded by global competition for over two decades now. Regional trade agreements, such as NAFTA, have transformed competition and economic cooperation today. Geographical and cultural distances, in addition, have shrunk with the advent of technology, the Internet and new product introduction. Domestic firms in countries such as India have had to contend and compete with U. S. multinational firms for market share, revenues, and profits. Firms worldwide are sourcing their products from different corners of the globe. (p. 26; Moderate)115. Analyze the major challenges facing marketers heading into the new â€Å"connected† millennium. Marketers must connect faster and better with customers. The latest technologies must be used to ensure delivery of time-based competition. Web sites and e-commerce must be fine-tuned to connect with more carefully selected customers.Many companies are connecting directly with customers to customize their mix of products and services. Partnership relations hip and supply chain management must be built with strategic alliances to make those domestic and global challenges. (p. 28; Moderate)APPLICATION CONTENT: Multiple-Choice Questions116. Shawn McCork has an interesting job. He is involved in getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. What is Shawn’s job? a. General manager. b. Supervisor. c. Marketing manager. d. Sales manager. e. Top manager. (Answer: c; p. ; Challenging)117. The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is _____. a. customer relationship management b. e-mail advertising c. a quality Web site d. properly trained sales people e. low prices (Answer: a; p. 9; Moderate)118. Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg’s want now has become a _____. a. need b. necessity c. demand d. satisfier e. none of the above (Answer: c; p. 7; Easy)119. After surveying all 3,500 customers by e-mail, Best Value Stores learned that its customers favor high quality, performance, and innovative features. Best Value’s customers were surveyed about _____. a. product concept b. production concept c. customer satisfaction d. marketing concept e. promotion concept (Answer: a; p. 10; Challenging)120. Jolene’s firm believes that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____. a. production concept b. marketing concept c. selling concept d. relationship concept . social advertising campaign (Answer: c; p. 10; Easy)121. Jonathan Nash works in sales for a telemarketing firm. His firm uses the selling concept, which take a(n) _____ approach. a. outside-in b. myopic c. inside-out d. marketing concept e. customer servi ce (Answer: c; p. 11; Easy)122. Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands customer needs even better than customers themselves do and creates products and services that will meet existing and latent needs, now and in the future. Marie’s firm practices _____ marketing. a. customer-driven b. customer-driving c. elationship d. donor e. none of the above (Answer: b; p. 11; Challenging)123. You find yourself in a new job. Your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Your manager is concerned with which one of the following? a. Database management. b. Web site hits. c. Relationship management. d. Donor marketing. e. Customer relationship management. (Answer: e; p. 14; Moderate)124. Tommy Gray attempts to deliver customer satisfaction every day in his Audio Expressions installation business. He is a smart operat or who knows that the key to this goal is to match _____ with _____. a. customer expectations; competitive prices b. company performance; competition c. customer expectations; company performance d. company performance; unique products e. relationship building; promotional tools (Answer: c; p. 14; Moderate)125. You have just read a report that alarms you. According to the American Customer Satisfaction Index, which of the following conditions exists relative to overall customer satisfaction with U. S. manufacturing and service industries? a. It has increased slightly. b. It has increased very much. c. It has remained steady. d. It has decreased slightly. e. It has decreased dramatically. (Answer: d; p. 20; Easy)126. Shania works hard with her Internet customers to create an emotional relationship for her customers with the products and services that she and her staff sell. She and her staff have created _____ by going beyond the expected. a. customer delight b. customer satisfaction c. customer equity d. customer value e. customer loyalty (Answer: a; p. 14; Challenging)127. Karrie Romanov wants to capture the full essence of customer relationship management. Which of the following will Karrie take into consideration? a. Own the customers for life. b. Capture their lifetime value. c. Building overall customer equity. d. All of the above. e. None of the above. (Answer: d; p. 14; Moderate)128. Some firms find themselves in markets with many low-margin customers. As assistant marketing director, what type of relationship would you develop with these customers? a. Full partnerships. b. Basic relationships. c. Relationship marketing. d. Key customer marketing. e. Lifetime value. (Answer: b; p. 15; Moderate)129. You have just read a report in a leading business magazine. It stated that the major marketing developments as we enter the new millennium can be summed up in what single theme? a. Relationship marketing. b. Connecting. c. Partnering. d. Networking. e. Custom er equity. (Answer: b; p. 23; Challenging)130. You have just been told by your supervisor at work that a new economy has emerged. What is the technology behind this new force? a. The Internet. b. Web sites. c. Voice mail. d. Cell phones. e. Simultaneous engineering. (Answer: a; p. 26; Easy)131. Pete Sanchez has just realized something that he needs to tell his marketing manager at work. Pete knows that today few firms still practice rue _____. a. production orientation b. sales orientation c. mass marketing d. quality orientation e. marketing segmenting (Answer: c; p. 16; Moderate)132. Suzie Chan strengthens her company’s connections with partners all along the supply chain. What type of management is she using? a. Outside partnering. b. Supplier connecting. c. Mentoring. d. Supply chain. e. Channeling. (Answer: d; p. 19; Easy)133. ABC Corporation realizes that they need partners to go beyond supply chain management. What do we call this association? a. Strategic alliances. b . strategic planning. c. Partnering. d. Mutual reciprocity. e. Reengineering. Answer: a; p. 19; Moderate)134. Sally purchased Brand X lotion. In analyzing the product’s perceived performance against her expectations, Sally was measuring her level of _____. a. customer perceived value b. customer satisfaction c. exchange d. demand e. customer lifetime value (Answer: b; p. 14; Moderate)135. Members of the sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insulated wire per year. Dekko is using _____. a. selective relationship management b. a frequency marketing program c. a club marketing program d. demarketing e. a value proposition (Answer: a; p. 6; Easy) Short Answer136. What is the twofold goal of marketing? The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. (p. 5; Easy)137. Culture and individual personality shape human needs into wants. What transforms wants into demands? Wants become demands when backed by purchasing power. (p. 6; Moderate)138. How might a seller avoid marketing myopia? Sellers should consider the particular benefits and experiences produced by their products, not just pay attention to the specific products they offer. (p. 7; Moderate)139. How might a manufacturer of tents and camping equipment, for example, create brand experiences for consumers? Such manufacturers might produce tents, sleeping bags, cooking equipment, and so forth that allow consumers to benefit from the numerous products available to campers. (p. 7; Easy)140. The main elements of a modern marketing system relies on profitable relationships all along the way. Considering this, what might Wal-Mart rely on in order to offer low prices? Wal-Mart must rely on suppliers that will provide merchandise at low costs. (p. 8; Moderate)141. How might a marketer define its value proposition? In considering its value propos ition, a marketer will look at how the firm can best serve the customers and how it can differentiate itself in the marketplace. (p. 9; Easy)142. When demand for Beanie Babies was at its highest, manufacturers purposefully maintained strong demand by limiting supply that drove price up. Explain how such manufacturers were not carrying out the production concept. The production concept holds that consumers favor products that are available and affordable. With this concept, manufacturers work to increase production and improve manufacturing efficiency. (p. 10; Challenging)143. Company X carries a vast surplus of office supplies; thus, the company follows the selling concept. Explain how customer relationships may be lost in the process. The company’s aim is to sell the supplies rather than make what the market wants; such a strategy creates sales transactions but not long-term relationships. (p. 10; Challenging)144. Many companies, such as Southwest Airlines, take an outside-i n perspective. How do such companies address their customers’ desires? Outside-in companies are customer driven; they find the right products for their customers rather than the right customers for their products. (p. 11; Moderate)145. A nineteenth-century street vendor in London sang, â€Å"Who will buy my fresh, red roses? † Did the vendor take an outside-in or inside-out perspective? Explain. The vendor’s approach was inside-out. The roses were picked and available. The vendor’s job was then to attract willing buyers. (p. 11; Challenging)146. When a vendor has product available and needs to find customers who are willing to buy, is a production concept, product concept, or selling concept being practiced? Explain. A selling concept is used when the vendor has available product and needs to find customers who are willing to buy. (p. 10; Moderate)147. Explain why electronics and pharmaceuticals manufacturers may use customer-driving marketing. In such in dustries, consumers do not know exactly what new products are available; therefore, consumers rely on such firms to tell them what they need. (p. 11; Moderate)148. Company ABC implements its marketing strategy through a well-defined marketing mix. What elements are being addressed in the marketing mix? Company ABC has created a marketing offer (product), determined a selling price, decided how to distribute (place) the offer, and communicated with the target customer about the offer (promotion). (p. 13; Easy)149. Explain how storing customer information in a database might better prepare Saturn in customer relationship management (CRM). Managing detailed information about customers may allow Saturn to design new models around customer demographics and desires for specific features. These â€Å"touchpoints† can be the key to long-term customer loyalty. (p. 14; Moderate)150. What determines whether sellers create basic relationships or full partnerships with customers? A compan y with many low-margin customers develops basic relationships; a company with just a few high-margin customers relies on full partnerships. (p. 15; Challenging)151. Explain how a supermarket owner might consider customer lifetime value when a disgruntled customer leaves the store dissatisfied. The owner may view the situation as a $50,000 loss if, for example, each customer spends about $100 per week, shops 50 weeks per year, and remains in the area for about 10 years. Customer lifetime value includes the long-term value of the customer. (p. 20; Easy)152. How can a marketer increase â€Å"share of customer†? The marketer can offer greater variety to customers; in addition, the marketer can train employees to cross-sell and up-sell in order to market more products and services to existing customers. p. 21; Easy)153. In classifying customers into relationship groups, explain what marketers can expect from â€Å"butterflies. † â€Å"Butterflies† are profitable but not loyal. Marketers should enjoy â€Å"butterflies† â€Å"for the moment† because they soon flutter off. Marketers should create profitable and satisfying transactions with â€Å"butterflies,† then cease investing in them until the next time around. (p. 23; Moderate)154. If a firm practices â€Å"caring capitalism† in its social responsibility efforts, as does Ben & Jerry’s and Saturn, where does the firm place its focus? Such firms distinguish themselves by being more civic-minded and caring; they may build social responsibility into their company value and mission statements. (p. 28; Challenging)155. How is marketing being applied in the not-for-profit sector? Firms in the not-for-profit sector use marketing to enhance their images, to encourage donor marketing to attract memberships and donors, and to design social marketing campaigns to encourage specific causes. (p. 28; Moderate) Scenario Carol Veldt, owner of Seagull Terrace, watched her inv estment grow from a small, seaside motel to a thriving year-round resort in just a few years.Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. â€Å"But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland,† Carol added, â€Å"I couldn’t understand why seasonality had to hit Seagull Terrace so hard! † So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round.Carol’s plan, then, involved a seasonal promotional gimmick—to be implemented from late winter to late spring—that would attract the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests w ho had been snagged by her promotional appeals. â€Å"We still have a long way to go,† Carol Veldt admitted. â€Å"Our delicatessen offers delicious entrees, but we’d like to expand that. We provide health club privileges off-site, but we’d like to eventually provide our own. These are goals I hope to achieve in a few years.Our first project, however, included a renovation of our guest rooms and I’m quite proud of the results. † Carol then added, â€Å"Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend get-aways throughout winter. †156. Based on the marketing process, what are Carol Veldt’s strengths? Carol was able to understand her customers’ needs and wants. She was able to deliver superior value through her marketing program, which created customer delight. (p. 6; Easy)157. What is included in the marketing offering at Seagull Terrace? Seagull Terrace provides activities and amenities that make a night’s stay more satisfying; these various activities and amenities are sought by two targeted groups— seasonal visitors and year-round business travelers. (p. 7; Moderate)158. How is Carol Veldt attempting to create brand experiences for her visitors? Carol is attempting to include numerous services and amenities for her visitors. Eventually, everything the visitors want or need will be offered at Seagull Terrace. (p. 7; Moderate)159. How has Carol Veldt taken on the role of marketing manager? Carol is attempting to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value. (p. 8; Moderate)160. Define the target market at Seagull Terrace. Two types of guest are being lured: seasonal visitors during the summer and year-round business travelers. (p. 9; Easy)161. In what ways might Carol Veldt be implementing the product concept? Carol understands that guests will favor services that offer the most in quality and innovative features; Carol’s strategy currently focuses on making continuous improvements. (p. 10; Challenging)162. In what ways might Carol Veldt be implementing the selling concept? Carol understands that the success of Seagull Terrace, as she views it, requires a large-scale promotional effort. (p. 10; Challenging)163. How might the marketing mix at Seagull Terrace differ between its two target markets? Business travelers may be offered a discount business rate; obviously, the promotional tactic will differ for these guests. Summer guests may pay higher rates, but the beauty of Maine’s coast and the beach, as well as Seagull Terrace’s variety of services, will be the main attractions. (p. 3; Easy)164. How will Carol Veldt guarantee customer satisfaction? Carol will attempt to create services and amenities that exceed buyer expectations. (p. 14; Easy)165. Explain how Carol Veldt is engaging in partner relationship management. Explain how t his could be enhanced. Guests at Seagull Terrace currently receive health club privileges at a nearby health facility. Guests during the summer could receive sailboat rentals through such arrangements; year-round business travelers could be given meal discounts at local restaurants, dry cleaning services, and so forth. (p. 19; Challenging)

Capital Punishment Should Be Abolished Essay - 2429 Words

Capital punishment has been being practiced since about 1608, when William the Conqueror was in command. In the past, capital punishment was only used when a person had murdered another person. Today, capital punishment is one of the most controversial topics in the nation. People argue that it should be abolished because it is an inhumane way to die, although, it does not apply to everyone it s extremely expensive to execute a person. If we abolish the death penalty psychologist wouldn t have the opportunity to discover why they commit these crimes. On the other hand, people argue that it should still be practiced because it gives families closure when someone is murdered and they want to see the killer die so they know they wouldn t be able to hurt anyone else. Capital punishment has many pros and cons to the practice, but in the end the cons outweigh the pros. The usage of the death penalty should be stopped immediately for many reasons. One reason is that the death penalty costs taxpayers a tremendous amount of money. â€Å"The Legislative Auditor estimated the cost of a murder trial in which the death penalty was sought cost $1.03 to $1.3 million, whereas cases without the death penalty cost $775,000.† (Lochhead, 1) In Nevada some court cases that have death penalty as a possible solution cost approximately $250,000 taxpayer dollars more than just regular cases without the death penalty as a solution. â€Å"Florida spent an average of $3.2 million per execution.† (Herald, 1)Show MoreRelatedCapital Punishment Should Be Abolished965 Words   |  4 PagesHaesemeyer Advanced Studies English 9 7 April 2017 Capital Punishment Over the centuries, capital punishment has fallen in and out of public support. In several countries, the practice has been overruled by law. In others, it is simply not exercised. More than half of U.S. states still practice capital punishment for capital crimes. Often, innocent people are sentenced to death because of circumstantial evidence. Capital punishment should be abolished in all fifty U.S. states because of the severalRead MoreCapital Punishment Should Not Be Abolished1541 Words   |  7 Pagestime, if a person committed a severe crime, like murder or rape, they were executed to maintain peace in the community and to bring comfort to those who knew the victim. Capital punishment has been used in almost every part of the world, but in the last few decades many countries have abolished it. The issue of capital punishment has been a sensitive topic for nations attempting a careful balancing act between prisoner’s rights and legal defense teams and society’s la ws on cases of extreme gravityRead MoreCapital Punishment Should Not Be Abolished901 Words   |  4 Pagesgovernment (â€Å"Capital Punishment in the United States†). Capital punishment is being debated all over the world whether it is murder or justice for the crime they have committed. 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The number one goal of the constitution is to protect the life of an individual and the death penalty passes by this. The death penalty is an easy way out of the crime, it is expensive, philosophers and even psychologists disagree with capital punishment and most important itRead MoreCapital Punishment Should Be Abolished Essay1293 Words   |  6 PagesApproaching the topic of capital punishment is difficult when looking at society as a whole. In the opinion stated by my class group, capital punishment should be entirely abolished due to the possibility of mistakes while sentencing. This idea relies on the basis that capital punishment has absolutely no purpose or benefit. Members of my group mistakenly used a utilitarianist point of view to argue their case, even though this view can be stretched to fit almost any argument. This paper will explore