Question 1

Forces close to the organisation that affect its ability to develop and maintain successful transactions with its target customers is known as:

Accepted Answer

The microenvironment refers to the close forces that affect the ability of an organization to develop and maintain successful transactions with its target customers. This includes suppliers, intermediaries, competitors, customers, and publics. The other options are not specific to the close forces in the organization's environment.

Question 2

Members of the group of people known as Generation X were born between which years?

Accepted Answer

Generation X is generally defined as the group of people born between 1965 and 1976.

Question 3

In light of the demographic changes occurring in Australia, many organisations are abandoning "shotgun" approaches aimed at the mythical "average consumer" and are instead designing products and marketing programmes targeting specific:

Accepted Answer

D

Question 4

A new youth segment has been observed by some demographers. Aged between 10 and 14, this segment is perceived as maturing much more quickly and seeking the goods and services previously reserved for the 19- 21- year- old markets. This segment is known as:

Accepted Answer

Tweens is the term used to describe the youth segment aged between 10 and 14 who are perceived to be maturing quickly and seeking goods and services previously reserved for older teenagers and young adults. Millenials typically refer to the generation born between the early 1980s and mid-1990s, while teens generally refer to the 13-19 age group. Cruisers and treens are not commonly recognized terms in this context.

Question 5

The tourism industry has felt the impact of the global recession more than many other industries. Yet, many consumers still find the means to take annual holidays. Tourism operators have noticed that many travellers have switched to short breaks, typically holidays of 2- 4 days duration rather than the longer holidays of the past. Prospective travellers are MOST likely to be responding to changes in which environment?

Accepted Answer

The question mentions that the tourism industry has been impacted by the global recession. Therefore, the most likely environment that prospective travelers are responding to is economic.

Question 6

Which of the following would NOT be considered to be a member of the microenvironment?

Accepted Answer

Government agencies are considered part of the macroenvironment, which includes factors outside of the immediate environment of the organization. The microenvironment includes factors within the immediate environment that can directly impact the organization, such as suppliers, the public, marketing intermediaries, and competitors.

Question 7

In Australia, the Marriage Act currently defines marriage as a union between a man and a woman. Gay rights activists are currently lobbying Parliament to change this definition to include same- sex partners. These activists are seeking to change:

Accepted Answer

Gay rights activists are seeking to change core values, as they are challenging the traditional definition of marriage as a union between a man and a woman.

Question 8

The most important demographic trend in Australia and New Zealand is the:

Accepted Answer

The changing age structure of the population is the most important demographic trend in both Australia and New Zealand. Both countries have an aging population due to declining fertility rates and increasing life expectancy. This trend has significant implications for the economy, healthcare, and social policies in these countries.

Question 9

Suppliers, intermediaries, competitors and publics are all members of which environment?

Accepted Answer

Suppliers, intermediaries, competitors and publics are all part of the microenvironment, which refers to the specific and immediate environment with which a company interacts in order to accomplish its goals. The microenvironment includes stakeholders that are close to the company, such as suppliers, intermediaries, competitors, customers, and publics.

Question 10

The observation that as family income rises, the percentage spent on food declines, the percentage spent on housing remains constant and both the percentage spent on other categories and that devoted to savings increase is known as:

Accepted Answer

Engel's law states that as family income increases, the percentage spent on food decreases, the percentage spent on housing remains constant, and the proportion of income spent on other categories such as savings and discretionary items increases. This observation was first made by Ernst Engel, a German statistician, in the mid-19th century.

Question 11

Marketing analysts working in the wine industry have observed that Australians are drinking less wine in terms of volume, but are actually spending more on wine on an annual basis. This phenomenon has been widely interpreted as a shift to premium. That is, people are drinking less, but when they chose to drink they prefer to drink superior quality wines. This observation concerns changes in which environment?

Accepted Answer

This observation concerns changes in the cultural environment, as it reflects a shift in consumer preferences and behaviors towards valuing quality over quantity in wine consumption.

Question 12

A society's core beliefs and values have a high degree of:

Accepted Answer

A society's core beliefs and values are deeply ingrained and tend to persist over time, even as other aspects of the society may change.

Question 13

The study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics is known as:

Accepted Answer

The study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics is known as demography. Sociology is the study of society, not just population statistics. Socioeconomics combines economic and social factors in the study of a population. Population trend analysis is a part of demography. Culture studies focus on the beliefs, traditions and practices of a society.

Question 14

A marketer is considering which of the elements in the macroenvironment best help to understand consumers' beliefs, values, and views of the world. The marketer is thinking about the ________environment.

Accepted Answer

The cultural environment encompasses the beliefs, values, and customs that influence consumer behavior. It includes factors such as language, religion, education, and social organizations. Therefore, the cultural environment is the best choice for understanding consumers' beliefs, values, and views of the world.

Question 15

Empty- nesters are defined as those:

Accepted Answer

Empty-nesters are parents whose youngest child has left home.

Question 16

In Australia, the law that has the greatest impact on marketers is known as:

Accepted Answer

The Competition and Consumer Act, 2010 is the key legislation regulating marketing in Australia as it covers a wide range of areas including misleading and deceptive conduct, unfair contract terms, consumer guarantees, and anti-competitive behavior. It also includes the Australian Consumer Law, which is designed to protect consumers from unfair practices and provide a clear framework for businesses to operate within.

Question 17

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 client's firm takes a(n)  ________approach to the marketing environment.

Accepted Answer

A proactive approach to the marketing environment involves actively attempting to shape the environment to the firm's advantage. Hiring lobbyists to influence legislation is an example of a proactive approach. An adversarial or aggressive approach implies confrontation or conflict with competitors, consumers, or the regulatory environment, which is not necessarily the case in this scenario. A teamwork approach may be beneficial for internal collaboration, but it doesn't necessarily relate to the firm's external approach to the marketing environment. A reactive approach would involve responding to changes in the environment after they have already occurred, rather than actively attempting to shape it to the firm's advantage.

Question 18

In Australia, legislation affecting business serves a number of purposes. Which of the following is the primary purpose of such legislation?

Accepted Answer

The primary purpose of business legislation in Australia encompasses protecting consumers from unscrupulous businesses, safeguarding organizations from each other, and preventing unfair competition. These aspects collectively aim to ensure a fair, competitive, and ethical business environment.

Question 19

Larger societal forces that affect the organisation, including demographic, cultural, technological, political and natural forces are known as:

Accepted Answer

The larger societal forces that affect the organization are collectively known as the macroenvironment. This includes demographic changes in the population, cultural trends, technological advancements, political and legal factors, and environmental/natural forces. These factors are outside the control of the organization but can have a significant impact on its operations and strategy. Option A refers specifically to the marketing environment, which includes the microenvironment and other factors that affect the organization's ability to reach its target market. Option C and D are too broad to be the best answer. Option E, the microenvironment, refers to the specific actors and factors that directly affect the organization, such as customers, suppliers, competitors, and stakeholders.

Question 20

Consumer rights organizations and environmental action groups are examples of  ________ publics.

Accepted Answer

Consumer rights organizations and environmental action groups are both examples of citizen-action publics, which are groups of individuals who come together to address a particular issue or problem. They are not media, general, government, or local publics.

Quiz 5: The Global Marketing Environment