Deck 5: Analyzing the Marketing Environment

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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

Question 5

Burger King no longer uses SpongeBob SquarePants to promote burgers and fries because the character is no longer popular with young children.

Question 6

The term "time-poor society" refers to the lack of leisure time people have today.

Question 7

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

Question 8

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

Question 9

Socially responsible marketing is defined as a strategic effort by firms to supply customers with environmentally friendly merchandise.

Question 10

Tweens rarely use any type of technology.

Question 11

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

Question 12

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

Question 13

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

Question 14

One of the social trends discussed in the text that is shaping consumer values in the U.S.and around the world is a concern about the vast disparity in income.

Question 15

The members of Generation X are also referred to as Digital Natives.

Question 16

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

Question 17

When Marcia decided she couldn't afford to take a vacation this year,she went to the mall and bought herself a bottle of her favorite expensive perfume instead.This behavior is referred to as the "lipstick effect."

Question 18

In the immediate environment,the competition has no effect on consumers.

Question 19

By 2015,people will access the web more often through smartphones than through laptops and desktops combined.

Question 20

Inflation refers to the cost of borrowing money.

Question 21

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 22

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 23

The center of all marketing efforts is

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

Question 24

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 25

The centerpiece of the Marketing Environment Analysis Framework is

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

Question 26

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 27

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-has had access to the Internet for their entire lives.

Question 28

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 29

The 1890 Sherman Antitrust Act prohibited monopolies and other activities that would restrain trade or competition.

Question 30

The factors in the immediate marketing environment 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 31

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 32

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 33

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 34

A firm's macroenvironment includes all of the following EXCEPT

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

Question 35

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 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) culture
D) just-in-time processes
E) all of these

Question 37

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 38

In the immediate marketing environment,one key factor that affects the consumer is

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

Question 39

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 40

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 41

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 42

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 43

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) multiyear advertising contracts that cannot be broken.

Question 44

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 45

Identifiable elements of a country's culture include

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

Question 46

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 subregional.
C) reinforces stereotypes.
D) is related to educational achievement.
E) offers opportunities for competitors.

Question 47

Marketers have learned that culture influences __________ consumers buy.

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

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) decrease 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

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

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

Question 50

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) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z

Question 51

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 52

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) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z

Question 53

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 "fit" with their advertising agenda.

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

Question 54

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 55

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 56

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

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

Question 57

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) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z

Question 58

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

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

Question 59

Typical demographic data include

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

Question 60

Late in the day on September 11,2001,the day of the World Trade Center attacks,Americans purchased all the American flags Walmart 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 61

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 62

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 63

ABC Company knew that its customers were interested in environmentally friendly business practices,so it began marking all of their products as environmentally friendly because they were made with all natural ingredients,even though ABC's plant was one of the worst polluters in town.The new term for this practice is

A) deceptive advertising.
B) greenwashing.
C) environmental exploitation.
D) virtual greening
E) enviromarketing.

Question 64

Gender roles

A) are a constant cultural norm.
B) require firms to produce gender neutral advertising for 100 percent 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 65

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) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z

Question 66

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

A) everyone is equal.
B) income in the United States 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 67

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 68

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 69

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 70

"Tweens" are part of which generational cohort?

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

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

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 73

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 74

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 75

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 76

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 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

The many demands on consumers today have made it more difficult for marketers to

A) grab consumers' attention.
B) decide what to offer.
C) deliver products just-in-time.
D) differentiate between the needs of seniors and Baby Boomers.
E) offer green marketing solutions.

Question 79

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 80

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.