Question 1

Imagine that you have just been made the marketing manager for your university. Your first task is to assess your university's immediate environment. What questions will you likely ask?

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Question 2

The United States has often been called the "melting pot" society, integrating people from many different cultures into the social fabric of the country. What challenges do marketers face in assessing U.S. culture?

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Question 3

How can marketers identify potential opportunities?

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...

Question 4

Which ethnic group will marketers be paying more attention to because they are not only more affluent and suburban than previously thought, but also younger, with 47 percent between the ages of 18 and 49 years?
A) Caucasian
B) Pacific Islander
C) Hispanic
D) Asian
E) African American

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Question 5

International marketers new to the United States often struggle to define American culture. What would these international marketers need to study in order to define the term and what would they be likely to learn?

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Question 6

Baby Boomers represent a tremendous opportunity for today's marketers. Who are the Baby Boomers? Based on their age, what might be some products that they would be interested in?

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Question 7

Marketers in the United States are learning that Hispanic and other minority groups are not alike. How do cultural differences affect purchase decisions?

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Question 8

Describe the buying power and characteristics of the Hispanic consumer.

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Question 9

Which of the following is a social trend listed in the text?
A) thrift
B) health and wellness
C) environmental legislation
D) economic concerns
E) technological advances

Accepted Answer

The social trend listed in the text is health and wellness, as it is mentioned specifically. The other options listed are economic concerns, environmental legislation, thrift, and technological advances, but these are not explicitly stated as social trends in the text.

Question 10

Which ethnic group in the United States represents a marketing opportunity for firms because it tends to earn more, have more schooling, and be more likely to be professionally employed or own a business?
A) Northern European
B) Middle Eastern
C) Hispanic
D) Asian American
E) African American

Accepted Answer

According to demographic data, Asian Americans tend to earn more, have higher levels of education, and be more professionally employed or own businesses. Therefore, they represent a lucrative marketing opportunity for firms.

Question 11

Discuss how privacy concerns have become a current social issue. What technological invention has prompted the rise in concern over privacy?

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Question 12

"Income distribution in the United States has grown more polarized." What does this mean in general, and what does it mean especially to marketers in the United States?

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Question 13

As the marketing manager of the ABC company, how would you explain the significance of the Millennial market, and how would you target the company's advertising to this group?

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Question 14

Describe Digital Natives, and explain the impact of technological advances on this group.

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Question 15

A generational cohort is a group of people
A) who purchase only one brand of a product throughout their lifetime.
B) who grew up and went to school together.
C) with the same beliefs and values.
D) who are of the same generation.
E) who are not open to new things.

Accepted Answer

A generational cohort is a group of people who are of the same generation, typically defined by birth year range. While they may share some beliefs and values, there is still significant diversity within each generational cohort. The other choices listed do not accurately describe what a generational cohort is.

Question 16

Nearly 50 percent of U.S. adults now recycle their soda bottles and newspapers, compelling marketers to practice
A) healthy marketing.
B) wellness marketing.
C) green marketing.
D) greenwashing.
E) economic marketing.

Accepted Answer

The statistic shows that recycling has become a more common practice among U.S. adults, indicating a growing interest in environmental sustainability. Therefore, marketers should adopt green marketing strategies that promote eco-friendly practices and products.

Question 17

Gaetana is the new marketing director for a local theater. One of her major responsibilities is to monitor and manage aspects of the theater's immediate environment. What will Gaetana monitor and manage?

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Question 18

Mary Grace is studying the demographics of the students attending the local elementary school. What information will Mary Grace study?

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Question 19

At almost every major university, some group on campus pressures the university to become "greener." What does this mean? What does it usually involve? Why would a university want to become greener?

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Question 20

Irvina is a general practice physician. Her office includes a number of nurses, clerical assistants, and a physician's assistant. She runs a well-organized practice, but she depends on a variety of corporate partners to create value for her patients. Who are likely to be Irvina's corporate partners and how do they help or hinder her efforts to create value?

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Quiz 5: Analyzing the Marketing Environment