Deck 4: Analyzing the Marketing Environment

Question 1

Seniors,the fastest growing demographic cohort,spend nearly all of their money on basic necessities such as drugs,plain food and services of caregivers.

Answer 1

False

Question 2

Tweens rarely use any type of technology.

Answer 2

False

Question 3

A firm's macroenvironment includes all of the following EXCEPT:

A)competition.
B)culture.
C)demographics.
D)economics.
E)political / legal issues.

Answer 3

A

Question 4

In the Immediate Environment,the competition has no effect on consumers.

Question 5

The immediate factors affecting consumers include the actions of the:

A)company.
B)company's competitors.
C)company's corporate partners.
D)all of these.
E)none of these.

Question 6

Macroenvironmental factors include the company,competition,and corporate partners.

Question 7

Demographics are transmitted by words,literature,and institutions from generation to generation.

Question 8

DVRs have facilitated marketers' access to their target markets.

Question 9

Demographic profiles of customers provide an easily understood "snapshot" of the typical consumer in target markets.

Question 10

By paying close attention to customer needs and continuously monitoring the environment in which it operates,a good marketer can:

A)avoid cognitive dissonance.
B)identify potential opportunities.
C)implement just-in-time marketing promotions.
D)create new demographic groups.
E)all of these.

Question 11

Members of Generation Y share a strong emphasis on balancing work and life.

Question 12

When analyzing the immediate environment and the macroenvironment,marketers must be careful to keep the firm at the center of all analyses.

Question 13

By paying close attention to customer needs and continuously monitoring the environment in which it operates,a good marketer can identify potential opportunities.

Question 14

When senior citizens or recent immigrants are pressured to take out loans they cannot pay back (often containing high fees,hidden costs,and higher rates of interest),these are referred to as:

A)predatory loans.
B)opportunistic financing.
C)consolidated loans.
D)low yield loans.
E)prime rate loans.

Question 15

As the Euro becomes more expensive relative to the dollar,Americans are likely to purchase more European wines.

Question 16

The global spread of technology has eliminated all differences between cultures.

Question 17

Successful firms focus their efforts on satisfying customer needs that match their core competencies.

Question 18

As a retail clothing store manager,Randy frequently asks his staff what customers are saying and what they are asking for.He also attends the quarterly clothing show at the regional merchandise mart.Randy's efforts will likely help him to:

A)avoid cognitive dissonance.
B)implement just-in-time marketing promotions.
C)identify potential opportunities.
D)avoid the need to understand regional culture.
E)all of these.

Question 19

The centerpiece of the Marketing Environment Analysis Framework is:

A)green marketing.
B)corporate partners.
C)culture.
D)competitive intelligence.
E)consumers.

Question 20

The three elements of the consumer's immediate environment are the company,competition,and corporate partners.

Question 21

When studying culture,the challenge for marketers is to determine whether culture:

A)can help to identify a particular group that might be interested in the marketer's products.
B)is regional or sub-regional.
C)reinforces stereotypes.
D)is related to educational achievement.
E)offers opportunities for competitors.

Question 22

The Mayo Clinic in Minnesota is known for top-quality medical care.For decades,even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services.The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville,Florida and elsewhere.This is an example of a firm focusing its efforts on satisfying customer needs that:

A)are easiest to satisfy.
B)provide minimal core value.
C)are important to all generational cohorts.
D)competitors have tried and failed to satisfy.
E)match its core competencies.

Question 23

The firms that work along with the focal firm to provide goods and services to consumers are viewed as:

A)cultural cohorts.
B)corporate partners.
C)cartels.
D)cooperatives.
E)customers.

Question 24

Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different regions of the country.These politicians are appealing to differences in:

A)social concerns.
B)regional culture.
C)demographics.
D)generational cohorts.
E)country culture.

Question 25

In the immediate environment,a key factor that affects the consumer is:

A)demographics.
B)cultural values.
C)social trends.
D)the firm itself.
E)technological advances.

Question 26

Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors.Before initiating the promotional campaign,Yuri will likely assess his competitors' strengths,weaknesses,and:

A)likely reaction to Yuri's promotional activities.
B)demographics.
C)just-in-time processes.
D)satisfaction quotient as perceived by customers.
E)ethical values.

Question 27

When you register your telephone number with the Do Not Call Registry you are responding to a need for:

A)privacy.
B)enhanced information flow.
C)lower phone bills.
D)marketing contact.
E)tactical communication skills.

Question 28

One of the goals of value-based marketing is:

A)to provide the greatest value for the least profit.
B)to sell products for the highest possible price.
C)to offer greater value than competitors offer.
D)to determine the value of the brand.
E)to sell to all consumers,regardless of their needs.

Question 29

Firms that provide materials,transportation,advertising,accounting and other goods and services,helping a firm create value for its customers are called:

A)cultural cohorts.
B)corporate partners.
C)cartels.
D)cooperatives.
E)customers.

Question 30

The center of all marketing efforts is:

A)profits.
B)the consumer.
C)corporate social responsibility.
D)top management.
E)the firm.

Question 31

The shared meanings,beliefs,morals,values,and customs of a group of people are their:

A)social concerns.
B)culture.
C)demographics.
D)generational cohorts.
E)religion.

Question 32

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment is:

A)external.
B)easier to understand.
C)easier to control.
D)the same as the immediate environment.
E)fundamental to creating core competency.

Question 33

Successful firms focus their efforts on satisfying customer needs that:

A)are easiest to satisfy.
B)provide minimal core value.
C)are important to all generational cohorts.
D)competitors have tried and failed to satisfy.
E)match their core competencies.

Question 34

When an office supply store offers self-check-out,extended hours at its stores,and online shopping with next day delivery,it is trying to address what type of concern?

A)Time Poor Society
B)Greener Consumption
C)Health and Wellness
D)Privacy concerns
E)Tech Savvy

Question 35

As director of a small art gallery,one of Frederica's major concerns is the preferences of the people who buy her artists' work.Frederica recognizes that the center of her marketing efforts is:

A)profits.
B)her target customers.
C)artistic social responsibility.
D)competing art galleries.
E)the arts movement.

Question 36

Yvonne knows her firm must look at everything they do from a consumer's point of view.One major difficulty is that a consumer's ___________________________ change(s)over time.

A)ethnic background
B)needs,wants,and ability to purchase
C)job
D)just-in-time processes
E)all of these

Question 37

Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer.To accomplish this goal,Ryan's firm must look at everything it does:

A)in order to value each person in the organization.
B)for each generational cohort.
C)to avoid cultural clashes.
D)from a customer's point of view.
E)to sensitize organization members to ethical values.

Question 38

When evaluating competitors,marketers need to assess competitors':

A)strengths.
B)weaknesses.
C)likely reaction to marketer's activities.
D)all of these.
E)none of these.

Question 39

Select the statement that best describes the key traits of Generation Y:

A)This generation puts a strong emphasis on work / life balance and are experts at using various media forms.
B)This generation mostly uses the Internet for the purposes of checking email,the news and the weather.
C)This generation focuses on healthcare and wellness services.
D)This generation was the first generation of latchkey children.
E)This generation--including its oldest members--have had access to the Internet for their entire lives.

Question 40

Insight Guides,a line of travel books,provide travelers with background information about the peoples' beliefs,values,and customs.Insight Guides educate travelers about a country's:

A)social concerns.
B)political parties.
C)demographics.
D)generational cohorts.
E)culture.

Question 41

Generational cohorts are groups of people of the same generation who have similar ___________________ because they have shared experiences and are in the same stage of life.

A)regional cultures
B)inflationary expectations
C)political affiliations
D)purchase behavior
E)cultural values

Question 42

Marketers selling to the _________________ generational cohort need to recognize that these consumers are not too interested in shopping,are cynical,and are less likely to believe advertising claims than the generation(s)before them.

A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y

Question 43

Julie is an experienced shopper.She has been doing the family's weekly shopping since she was twelve.She is not very interested in status items,and questions advertising claims.Julie is most likely to be in the __________________ generational cohort.

A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y

Question 44

In New England foot-long sandwiches are called "grinders" while in many other parts of the country they are called "subs." This is an example of the impact of:

A)regional culture.
B)country culture.
C)generational factors.
D)social trends.
E)regulatory factors.

Question 45

The United States has often been called the "melting pot" society,integrating people from many different cultures into the social fabric of the country.The challenge for marketers is to determine whether a group's culture:

A)is socially important.
B)is passed from generation to generation orally or by written guides.
C)competes with or complements U.S.traditional culture.
D)can be used as a relevant identifier for a particular target group.
E)is an important immediate marketing environment variable.

Question 46

Baby Boomers popularized personal fitness equipment,but as they age,they are becoming interested in products that address other areas of concern.Which of the following is NOT one of these potential interests?

A)Computer programs that claim to rejuvenate the mind through problem-solving exercise.
B)Financial innovations that address the failure to save enough money to last through retirement.
C)New music that is far less energetic than rock & roll.
D)Wellness services.
E)All of these are interests of Baby Boomers.

Question 47

Generational cohorts are groups of people of the same generation who have similar purchase behavior because they have:

A)the same number of children.
B)similar income levels and levels of educational attainment.
C)shared experiences,and are in the same stage of life.
D)shared country culture and ethnic backgrounds.
E)similar income levels.

Question 48

The shift of population from the "Rust Belt" in the North to the "Sun Belt" in the South and Southwest will likely:

A)increase national cultural identity.
B)reduce regional cultural differences.
C)make it difficult to collect demographic information.
D)create a demand for a new generational cohort.
E)all of these

Question 49

Identifiable elements of a country's culture include:

A)dress
B)symbols
C)ceremonies
D)language differences
E)all of these

Question 50

Viewers of the baseball World Series are likely to see ads for beer and cars,and viewers of the Academy Awards broadcast (the "Oscars")are likely to see ads for clothing and hair care products,due to:

A)cultural expectations.
B)male domination in corporate boardrooms.
C)demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers.
D)marketers' perceptions that women don't like beer and men don't care about their hair.
E)multi-year advertising contracts that cannot be broken.

Question 51

Marketers have learned that culture influences ________ consumers buy.

A)what
B)how
C)where
D)when
E)all of these

Question 52

Compared to other groups,the _______________ generational cohort is more likely to complain,need special attention,and take time browsing before making a purchase decision.

A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y

Question 53

The _________________ generational cohort is characterized by the question,"Why shop at Neiman Marcus when Kohl's and Target are just as good,cheaper,and more convenient?"

A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y

Question 54

Hillary always looks for the "Made in U.S.A" label,prefers easily recognized brand names but not always designer labels,and wants value,quality,and classic styles.Hillary is most likely to be part of the ________ generational cohort.

A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y

Question 55

Late in the day on September 11,2001,the day of the World Trade Center attacks,Americans purchased all the American flags Wal-Mart stores had available,nationwide.These purchases were indicative of:

A)regional culture.
B)generational cohort characteristics.
C)country culture.
D)a red / blue marketing campaign.
E)urban demographics.

Question 56

Typical demographic data include:

A)gender
B)income
C)race
D)geographic region
E)all of these

Question 57

When considering the use of a radio commercial in England that was designed for U.S.markets,a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries?

A)dress
B)symbols
C)demographics
D)language
E)social trends

Question 58

When marketers look at advertising media they often begin with viewer or listener profiles such as,age,income,gender,and race.They then compare the media profile with their target audience.These marketers are using _____________ to see if the media "fits" with their advertising agenda.

A)country culture
B)regional culture
C)demographics
D)macromarketing measures
E)scenario planning

Question 59

The ______________ generational cohort is likely to spend money on travel,second homes,luxury cars,and investments.They are typically loyal and willing to spend but are extremely quality conscious.

A)Seniors
B)Baby Boom
C)Generation W
D)Generation X
E)Generation Y

Question 60

From a marketing perspective,what separates ______________ from the generation before them is that they are individualistic,value leisure time as a high priority,and are trying to maintain their youth.

A)Seniors
B)Baby Boomers
C)Generation W
D)Generation X
E)Generation Y

Question 61

Manufacturers of products like cars,appliances,and computers need to recognize that women:

A)allow men to make most of the purchase decisions.
B)who are Seniors influence purchase decisions more than their partners.
C)utilize product reviews in making decisions than men.
D)make many purchases of these products.
E)all of these.

Question 62

For some products,marketers can combine education level with other data like occupation and income to obtain:

A)a sense of consumers' regional culture.
B)consumers' value sensitivity quotient (VSQ).
C)the educational value equation.
D)complete profiles of individual consumers.
E)useful predictions of purchase behavior.

Question 63

Strategic efforts to supply consumers with environmentally friendly merchandise are called:

A)the uncommon truth.
B)green marketing.
C)the green generation.
D)the inconvenient truth.
E)earth marketing.

Question 64

Roddy walks away from salespeople who give him the "hard sell." He rarely watches television and spends more time on the Internet.Roddy is most likely to be a member of the ___________________ generational cohort.

A)Senior
B)Baby Boomer
C)Generation W
D)Generation X
E)Generation Y

Question 65

Compared to consumers in the United States,Europeans are:

A)less ethnically diverse.
B)a considerably older population.
C)more green-consumer conscious.
D)less sensitive to environmental concerns.
E)more demanding of just-in-time material delivery systems.

Question 66

Many American consumers are purchasing hybrid automobiles even though they are more expensive and sometimes less fuel efficient when compared to compact conventional autos.These consumers:

A)value contributing to a greener environment.
B)are economically irrational.
C)are responding to global corporate pressure for social responsibility.
D)would prefer an SUV.
E)all of these.

Question 67

Marketers to _______________ income groups attempt to create value by offering one-of-a-kind products and exclusive services.

A)upper
B)middle
C)lower
D)lower-middle
E)all

Question 68

The U.S.Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations.Which of the following was NOT one of the results?

A)Honest telemarketers found it easier to reach customers.
B)Dishonest telemarketers found it relatively easier to get through.
C)Consumers received fewer telephone calls.
D)Companies were forced to move away from telemarketing approaches.
E)All of these were results.

Question 69

When considering income as a demographic variable affecting marketing efforts,marketers need to recognize that:

A)everyone is equal.
B)income in the U.S.has become more unevenly distributed.
C)everyone has been equally affected by the recession.
D)there is increasing purchasing power among lower income groups.
E)middle-income consumers are quickly becoming upper-income consumers.

Question 70

Gender roles:

A)are a constant cultural norm.
B)require firms to produce gender neutral advertising for 100% of their products.
C)have been blurred in the past several years.
D)are important,and gender boundaries should never be crossed.
E)are unimportant to marketers.

Question 71

Marketers know that,compared to high school graduates who are working full-time,college students:

A)will earn less over their working lifetime.
B)spend their disposable income differently.
C)are less likely to buy textbooks.
D)have almost identical spending patterns.
E)are more likely to drink beer and less likely to drink wine.

Question 72

Since the late 1970s,most American families have seen their income growth stagnate,with income rising only slightly more than inflation.This has changed many Americans consumers' concept of:

A)culture.
B)demographics.
C)scenario planning.
D)value.
E)green marketing.

Question 73

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in:

A)Duluth,Montpelier,and Augusta.
B)smaller states.
C)New York,Los Angeles,and Chicago.
D)coastal resort areas.
E)Great Lakes agricultural areas.

Question 74

Marketers should not assume that they can target all Asian consumers in the United States with one strategy because:

A)they speak different languages and come from different cultures.
B)Asians do not respond to marketing efforts.
C)there are not enough Asians in the United States to effectively target.
D)each major city tends to have only one group of Asians in large numbers.
E)one strategy is likely to be more expensive than multiple strategies.

Question 75

Astute marketers recognize that the increasing disparity of income between upper and lower-income groups:

A)will create inflationary expectations.
B)will disappear as ethnicity becomes a stronger cultural determinant.
C)creates opportunities to provide value to each group.
D)will vanish once the recession ends.
E)is attributable to technological expertise of immigrant groups.

Question 76

Marketers in the United States are paying increasing attention to ethnic groups because:

A)they represent a majority of the population in non-urban areas of the country.
B)approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
C)they are more susceptible to marketing messages.
D)government subsidies assist marketers attempting to communicate value to these groups.
E)country culture is replacing regional culture as a key marketing consideration.

Question 77

By offering environmentally responsible products,green marketers:

A)undercut prices of non-environmentally responsible marketers.
B)keep costs much lower than those of competitors.
C)make consumers feel guilty for buying other products.
D)add value that other products do not have.
E)all of these

Question 78

Though Asian Americans comprise only 3 percent of the U.S.population,they represent:

A)the fastest growing minority population.
B)the easiest minority group to access.
C)a large proportion of the minorities in the Midwest.
D)a uniform group of consumers with a common language and cultural background.
E)all of these.

Question 79

Recently,Jason,one of the few Americans who has not registered with the Do Not Call Registry,received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs.Jason was shocked and very concerned about:

A)his financial situation.
B)his lack of privacy.
C)the marketer's lack of cultural awareness.
D)his telephone bill.
E)his technological comfort.

Question 80

"Tweens" are part of which generational cohort?

A)Senior
B)Baby Boomer
C)Generation W
D)Generation X
E)Generation Y