Question 1

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n)________ approach to the marketing environment.
A)reactive
B)proactive
C)adversarial
D)passive
E)team work

Accepted Answer

Hiring lobbyists to influence legislation shows that the firm is taking a proactive approach to the marketing environment, seeking to shape the environment to its advantage.

Question 2

Omar Kahn works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Omar works for a reseller.

Accepted Answer

Omar's job as a reseller in a distribution channel firm involves helping electronics companies find customers or make sales to them.

Question 3

Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies.

Accepted Answer

Marketing services agencies include marketing research firms, advertising agencies, media firms, and marketing consulting firms.

Question 4

The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.

Accepted Answer

The microenvironment consists of factors that directly influence a company, such as suppliers, customers, competitors, and publics, while the larger societal forces are part of the macroenvironment.

Question 5

With an expected increase in ethnic diversity, marketers are likely to place a greater emphasis on ________.
A)geographic segmentation
B)differing advertising messages
C)mass marketing
D)"us and them" paradigms
E)tiered markets

Accepted Answer

With an increase in ethnic diversity, marketers are likely to place a greater emphasis on differing advertising messages tailored to specific ethnic or cultural groups. This allows for more effective targeting of these groups and is a more personalized approach than mass marketing. Geographic segmentation and tiered markets may come into play as well, but the emphasis on differing advertising messages is likely to be more significant. "Us and them" paradigms should be avoided as they can result in exclusion and discrimination rather than effective marketing.

Question 6

A marketer of pesticides should be the least concerned about which of the following?
A)shortages of raw materials
B)increased pollution
C)increased government intervention
D)persistence of cultural values
E)chemical pollutants in the food supply

Accepted Answer

The marketer of pesticides would be least concerned about the persistence of cultural values because this factor is less directly related to the production, regulation, and environmental impact of pesticides compared to the other options. Issues like raw material shortages, pollution, government intervention, and chemical pollutants directly affect the production, sale, and use of pesticides. Cultural values, while important in shaping consumer behavior and societal norms, have a more indirect impact on the business operations and regulatory environment of pesticides.

Question 7

Which of the following is an example of a core belief?
A)Marriage is important.
B)Canadians should display their patriotism.
C)The comforts of home are more important than entertainment outside of the home.
D)Extended warranties are never worth the money consumers pay for them.
E)Professionals should wear business clothes to work.

Accepted Answer

A core belief is a fundamental belief or value that shapes a person's worldview and decision-making. "Marriage is important" is a value that can influence many decisions and attitudes, making it an example of a core belief.

Question 8

The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics.

Accepted Answer

The macroenvironment consists of the larger societal forces that affect the whole market, including demographics, technology, economic conditions, political/legal factors, and sociocultural factors. The factors listed in the statement are components of the microenvironment.

Question 9

Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma. Which of the following components of the political environment should Norma be most concerned with as her company begins to develop a marketing plan for the new product?
A)the department of Justice
B)the department of Agriculture
C)the Hazardous Products Act
D)the Fair Packaging and Labeling Act
E)the Food and Drug Act

Accepted Answer

The Food and Drug Act is the most relevant component of the political environment that Norma should be concerned about when developing a marketing plan for a new medication. This act regulates the testing, manufacturing, and labeling of all drugs sold in the United States. It requires pharmaceutical companies to obtain approval from the Food and Drug Administration (FDA) before marketing any new drug or medical device. Therefore, it is essential for Norma to ensure that her company complies with all FDA regulations and guidelines when developing a marketing plan for the new asthma medication.

Question 10

Marketers, more than any other group in the company, must be aware of the microenvironment and macroenvironment, tracking trends and seeking opportunities.

Accepted Answer

Marketers have to constantly monitor and analyze the micro and macroenvironment for opportunities and threats that affect their products, pricing, promotion, and distribution decisions. They also need to forecast trends and adapt to changes in the marketing environment to remain competitive and meet customer needs.

Question 11

When the marketing manager Suzie Kwan discusses factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.

Accepted Answer

Suzie Kwan is discussing the marketing environment, which includes the external factors and forces that affect a company's ability to develop and maintain successful transactions and relationships with its target customers. The external marketing concept is not a recognized term in marketing; the correct term is the marketing environment.

Question 12

Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute?
A)the migration toward urban and suburban areas
B)the move from rural to metropolitan areas
C)the increasing number of nontraditional households
D)the growing percentage of married couples who do not have children
E)the declining number of manufacturing workers

Accepted Answer

The migration toward urban and suburban areas is most responsible for the increasing number of people who telecommute, as this trend often leads to longer commutes and more traffic congestion, making telecommuting a more attractive option.

Question 13

As an employee of Bonkers Enterprises, Brianna Chan markets wild and crazy games for teens to play at parties. Brianna's customer market is a business market.

Accepted Answer

Brianna's customer market is actually a consumer market, as she is selling games directly to the end-users (teens) to play and enjoy at parties.

Question 14

Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following?
A)Baby boomers
B)Seniors
C)Gen Xers
D)Millennials
E)the SOHO market

Accepted Answer

The marketing campaign specifically features college-aged students, which falls under the millennial generation. Therefore, the campaign is most likely aimed at targeting millennials.

Question 15

No single competitive marketing strategy is suitable for every company.

Accepted Answer

Every company has unique goals, products/services, target audience, and resources. Therefore, their marketing strategies should be tailored to their specific needs and circumstances. A one-size-fits-all approach would not be effective for every company.

Question 16

Which of the following forces would marketers most likely be able to influence?
A)geographic population shifts
B)core cultural values
C)income distribution
D)increasing ethnic diversity
E)media publics

Accepted Answer

Marketers can most likely influence media publics, which refer to groups that form around certain media (e.g. social media followers, blog readers, TV viewers). Marketers can use various strategies to target and influence these groups, such as producing engaging content, using influencers or running ads on specific media platforms. The other choices (geographic population shifts, core cultural values, income distribution, and ethnic diversity) are macro-level factors that are more difficult for marketers to control or influence directly.

Question 17

Consumer organizations such as environmental and minority groups that may question a company's marketing decisions are referred to as local publics.

Accepted Answer

Local publics refer to groups within a company's immediate geographical area, such as neighbors or local government officials, and may not necessarily include consumer organizations. Consumer organizations are more commonly referred to as pressure groups.

Question 18

Which of the following best explains why Gen Xers who are parents tend to put family before career?
A)Gen Xers value experiences more than acquisitions.
B)Gen Xers were minimally affected by the recent economic downturn.
C)Gen Xers are more skeptical about marketing than members of other generations are.
D)Gen Xers are not as educated as members of other generations are.
E)Gen Xers do not face as many economic pressures as members of other generations do.

Accepted Answer

Gen Xers value experiences and relationships, and prioritize family over career advancement. They are also known for seeking work-life balance and flexibility in their careers.

Question 19

Today's marketers should view their intermediaries as channels through which they sell their products rather than as full-fledged partners.

Accepted Answer

Today's marketers are encouraged to view their intermediaries as partners in order to create a more integrated and effective supply chain, enhancing the overall value delivered to the end customer.

Question 20

The green movement will likely spark the least interest in which of the following?
A)recycling programs
B)environmentally sustainable strategies
C)social responsibility
D)Internet usage
E)biodegradability

Accepted Answer

While all of the choices listed are related to environmentalism and sustainability, Internet usage is not directly tied to the green movement for many people. While some may consider the energy usage and environmental impact of their online activities, it is not generally seen as a core aspect of the green movement.

Quiz 4: Analyzing the Marketing Environment

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment.

Omar Kahn works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Omar works for a reseller.

Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies.

The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.

With an expected increase in ethnic diversity, marketers are likely to place a greater emphasis on ________.

A marketer of pesticides should be the least concerned about which of the following?

Which of the following is an example of a core belief?

The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics.

Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma. Which of the following components of the political environment should Norma be most concerned with as her company begins to develop a marketing plan for the new product?

Marketers, more than any other group in the company, must be aware of the microenvironment and macroenvironment, tracking trends and seeking opportunities.

When the marketing manager Suzie Kwan discusses factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.

Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute?

As an employee of Bonkers Enterprises, Brianna Chan markets wild and crazy games for teens to play at parties. Brianna's customer market is a business market.

No single competitive marketing strategy is suitable for every company.

Which of the following forces would marketers most likely be able to influence?

Consumer organizations such as environmental and minority groups that may question a company's marketing decisions are referred to as local publics.

Which of the following best explains why Gen Xers who are parents tend to put family before career?

Today's marketers should view their intermediaries as channels through which they sell their products rather than as full-fledged partners.

The green movement will likely spark the least interest in which of the following?