Deck 4: The Marketing Environment

Question 1

The hotel industry in general has a ________ barrier to entry.

A) Low
B) Moderately low
C) Moderately high
D) High

Answer 1

C

Question 2

________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

A) Demography
B) Demagoguery
C) Relative Statistics
D) General Statistics

Answer 2

A

Question 3

A ________ is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.

A) People
B) Public
C) Profile
D) Pro-association

Answer 3

B

Question 4

The most dramatic force shaping our destiny is:

A) Political
B) Natural
C) Environmental
D) Technological

Question 5

Which of the following is NOT a type of micro-environment?

A) The company
B) Marketing channel
C) Demographics
D) Broad range of public

Question 6

The competitive environment in the hospitality industry is ________.

A) Predictable
B) Unpredictable
C) Both predictable and unpredictable
D) Neither predictable nor unpredictable

Question 7

Which of the following are NOT an example of a marketing intermediary?

A) Public relations agencies
B) Next day delivery providers
C) Advertising agencies
D) Direct mail houses

Question 8

The ________ consists of the forces close to the company that affect its ability to serve its customers.

A) Legal environment
B) Microenvironment
C) Macroenvironment
D) Marketing environment

Question 9

The restaurant industry is characterized by a ________ barrier to entry.

A) Low
B) Moderate
C) High
D) Does not apply

Question 10

When analyzing the competition, a question put to customers might be "Name the company from whom you would prefer to buy the product." In this case you are looking for:

A) Share of mind
B) Share of market
C) Share of heart
D) Share of belief

Question 11

Two forces that affect the competition are the ability of companies to ________ and ________ markets.

A) Enter, exit
B) Plan, enter
C) Plan, control
D) Control, exit

Question 12

At the core or first level of competition, Hyatt Hotels would consider as their competition:

A) Best Western, Holiday Inn and Ramada
B) Your apartment
C) KOA campgrounds
D) Marriott, Intercontinental and Westin

Question 13

The Internet has created both ________ transparency.

A) Disintermediation and pricing
B) Mediation and pricing
C) Intermediation and pricing
D) Disintermediation and supply

Question 14

Which of the following is NOT a general trend in the United States?

A) More attention being paid to both the disabled and gay and lesbian markets
B) Population getting older
C) College graduation rates staying roughly the same
D) More women in the workforce

Question 15

The ________ environment includes institutions that affect society's basic values, perceptions, preferences and behaviors.

A) Political
B) Technological
C) Cultural
D) Legislative

Question 16

The first stage of the environmental scanning process is:

A) Determining how information will be collected
B) Determining the areas that need to be monitored
C) Implementing the plan
D) Collecting data

Question 17

Which of the following is NOT a type of macro-environmental impact?

A) Competitive
B) Monopolistic
C) Natural
D) Technological

Question 18

Which of the following can be cited as an example of microenvironment as well as macroenvironment?

A) Competitors
B) Demographics
C) The company
D) Cultural forces

Question 19

The hotel industry characteristically has a ________ barrier to exit.

A) Low
B) Moderately low
C) Moderately high
D) High

Question 20

Which of the following are NOT an example of a financial intermediary?

A) Banks
B) Credit companies
C) Departmental stores
D) Insurance companies

Question 21

Today's baby boomers account for nearly ________ percent of the population.

A) 15
B) 20
C) 25
D) 30

Question 22

One component of the marketing microenvironment are groups both within and external to the company. Who are these major players in a company's microenvironment?

Question 23

One of the outcomes of currency devaluations in a destination country such as Argentina is that such country ________ as a destination of conventions and meetings.

A) Starts losing
B) Starts gaining
C) Remains unaffected
D) None of the above

Question 24

Hotel developers generally have lower barriers to entry than restaurant developers.

Question 25

There is no underclass in the United States.

Question 26

Describe important factors in the marketing macroenvironment.

Question 27

Today's baby boomers spend about $________ trillion annually.

A) 1
B) 2
C) 2.5
D) 3

Question 28

Marketing services agencies include banks and credit companies that help hospitality companies finance their transactions.

Question 29

MADD (Mothers Against Drunk Driving) has had a considerable impact on the hospitality industry's approach to serving alcohol.

Question 30

Differentiate between the basic marketing intermediaries.

Question 31

Why is the study of customer demographics important to marketers?

Question 32

Good marketers have two methods - marketing intelligence and marketing research - for collecting information about the environment.

Question 33

Distinguish among the five types of customer markets.

Question 34

Existing laws concerning marketing abuses are often difficult to enforce.

Question 35

The number of women in the American workforce is approaching 30 percent.

Question 36

Each society contains ________, groups of people with shared value systems based on common life experiences or situations.

A) Elements
B) Character sets
C) Clicks
D) Subcultures

Question 37

A company could see its competition as all other companies that compete for the consumer dollar.

Question 38

Gen Xers look for something different, which means they spend:

A) More than boomers
B) More than Millennials
C) More than boomers and Millennials
D) Less than boomers

Question 39

Defining people by their birthrate may be less valuable to marketers than defining them by their life stage or lifestyle.

Question 40

Hotel marketers could see the accounting department as a part of their microenvironment.