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Principles of Marketing: The marketing concept and its evolution · Production, Product and Selling Orientations

How the production, product and selling orientations work, when each makes sense, and why each falls short of a customer-centered approach.

Principles of Marketing · 24 questions

Try 3 questions

1. Under the production concept, what does a firm assume consumers mainly want?

  1. Products with the most advanced features
  2. Products that are widely available and affordable
  3. Products backed by heavy advertising
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Answer: Products that are widely available and affordable

The production concept holds that buyers favor products that are easy to find and cheap, so management concentrates on efficient production and wide distribution.

2. Henry Ford's quip that buyers could have a Model T in any color "so long as it is black" illustrates which orientation?

  1. The selling concept
  2. The product concept
  3. The production concept
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Answer: The production concept

Ford offered one standardized car so the assembly line could run at maximum efficiency and keep prices low, the essence of a production orientation.

3. A firm pours its effort into better quality and performance, trusting that customers will seek out the best product. Which concept guides it?

  1. The selling concept
  2. The production concept
  3. The product concept
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Answer: The product concept

The product concept assumes buyers favor the products with the most quality, performance and features, so the firm focuses on continual product improvement.

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