Question 1

Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers about a country's
A)society.
B)politics.
C)demographics.
D)macroenvironment.
E)culture.

Accepted Answer

Insight Guides provide information about people's beliefs, values, and customs, which are all aspects of a country's culture. Therefore, the best choice is E.

Question 2

Natalie is considering using a radio commercial in Italy that was designed for her company's U.S. markets. Which cultural aspect should she take into account when making this decision?
A)dress
B)symbols
C)demographics
D)language
E)social trends

Accepted Answer

Using a radio commercial designed for U.S. markets in Italy may not be effective if the language used in the commercial is not understood or considered appropriate in Italian culture. It is important to consider the language barrier and ensure that the commercial is translated and localized to appeal to the Italian market.

Question 3

Which statement accurately describes the current income distribution in the United States?
A)The purchasing power of lower-income groups has been steadily rising.
B)The middle class is outpacing all other income groups.
C)Wealthy households are outpacing both poor and middle-class households.
D)The income distribution among all households is becoming more equal.
E)Wealthy households are declining rapidly in purchasing power.

Accepted Answer

The current income distribution in the United States shows that wealthy households have been outpacing both poor and middle-class households. There has been a significant increase in income inequality, with the top 1% seeing their incomes rise faster than the rest of the population. The purchasing power of lower-income groups has not been rising steadily, and the middle class is not outpacing all other income groups. The income distribution among all households is not becoming more equal, and wealthy households are not declining rapidly in purchasing power.

Question 4

Renata has been assigned the task of learning which age groups and which gender typically buys the company's running shoes. What information should Renata review to obtain the most accurate result?
A)generational cohorts
B)income levels
C)regional culture
D)ethnicity
E)demographics

Accepted Answer

To determine which age groups and gender typically buy the company's running shoes, Renata should review demographic data such as age and gender breakdowns of the company's customer base. Demographics provide valuable insight into consumer behavior and can help identify patterns and trends in purchasing habits. Genrational cohorts, income levels, regional culture, and ethnicity may also offer some insight into these factors, but demographics are likely the most relevant and accurate data to review.

Question 5

When a company attempts to appeal to the same target market across countries, for example, by using the same images and copy on a specific product advertisement but changing only the language in which the copy is displayed, that company is considering
A)regional culture.
B)consumer culture.
C)geographic culture.
D)country culture.
E)marketing culture.

Accepted Answer

The company is considering country culture, which refers to the shared beliefs, values, customs, behaviors, and artifacts that characterize a country or region. By changing only the language in the advertisement, the company is assuming that the same images and copy will appeal to the target market in all countries, which may not be the case due to cultural differences. Therefore, it is important for companies to consider country culture when developing marketing strategies for different markets.

Question 6

Political candidates are notorious for appealing to the different beliefs and values 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.

Accepted Answer

Politicians often tailor their messaging and platforms to appeal to the different values and beliefs held by individuals in different regions of the country. This can include differences in cultural norms, traditions, and even political ideologies that are unique to certain regions.

Question 7

________ is distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security.
A)Baby Boomers
B)Generation W
C)Generation X
D)Generation Y
E)Generation Z

Accepted Answer

Baby Boomers are currently the oldest living generational cohort, with the youngest members being around 56 years old. This means that many Baby Boomers are now retired and collecting Social Security benefits. In contrast, Generation X is still decades away from reaching retirement age, while Generation Y and Generation Z are still in the early stages of their careers. There is no such thing as Generation W.

Question 8

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment
A)is external.
B)is easier to understand.
C)is easier to control.
D)has fewer components.
E)is internal.

Accepted Answer

The macroenvironment is external to the firm and includes factors such as the economy, demographics, technology, and culture, which are outside of the immediate control of the firm. The immediate marketing environment, on the other hand, includes factors such as the company's suppliers, competitors, intermediaries, customers, and publics, which are closer to the firm and can be influenced through marketing efforts.

Question 9

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 behaviors
E)cultural values

Accepted Answer

Generational cohorts often exhibit similar purchase behaviors due to shared experiences and life stages, influencing their consumer habits and preferences.

Question 10

Select a key trait that best describes Generation Y.
A)varies the most in age, ranging from teenagers to adults who have their own families
B)the largest population of 50-plus consumers
C)was born immediately after World War II
D)was the first generation of latchkey children
E)have had access to the Internet for their entire lives

Accepted Answer

The answer of Select a key trait that best describes...

Question 11

What is included in a firm's macroenvironment?
A)culture
B)competitors
C)geographic location
D)corporate partners
E)company capabilities

Accepted Answer

The macroenvironment includes external factors that affect a firm's operations, such as cultural, economic, and political conditions, rather than internal factors like competitors or corporate partners.

Question 12

Late in the day on September 11, 2001, the day of the World Trade Center attacks, customers purchased all the American flags Walmart stores had available, nationwide. These purchases exemplified displays of
A)regional culture.
B)the unification effect.
C)country culture.
D)acculturation.
E)the Walmart Effect.

Accepted Answer

The purchase of American flags after the 9/11 attacks is an example of country culture, as it reflects a national sentiment and patriotic response shared by people across the United States.

Question 13

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.

Accepted Answer

The use of different terminology for the same item depending on regional location is a characteristic of regional culture. This means that people within a certain geographic area share similar values and beliefs, leading to differences in language and traditions compared to those outside of the region. In this case, the use of "grinder" vs "sub" is specific to New England and is tied to the region's unique culture.

Question 14

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.

Accepted Answer

Income distribution in the United States has become more uneven over time, affecting how different income groups are targeted and understood by marketers. This trend impacts consumer purchasing power and preferences, necessitating tailored marketing strategies.

Question 15

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)micromarketing measures
E)scenario planning

Accepted Answer

Demographics refer to characteristics such as age, income, gender, and race, which are commonly used by marketers to determine whether a particular advertising medium will reach their target audience effectively. By comparing the audience demographics of a media outlet with their target audience, marketers can assess whether that media outlet is a good fit for their advertising agenda.

Question 16

Marketers wanting to use social media to reach consumers should understand that people in the ________ group were born into a world that was already full of digital technologies such as the Internet and social networks.
A)Baby Boomers
B)Generation W
C)Generation X
D)Generation Y
E)Generation Z

Accepted Answer

Generation Z, also known as the iGeneration, Centennials, or Post-Millennials, were born into a world already rich with digital technologies, including the Internet and social networks, making them the most technologically fluent generation thus far.

Question 17

Marketers will often decide which population segments to target based on income because income determines consumer
A)purchasing power.
B)education level.
C)marketing influence.
D)desirability.
E)occupational level.

Accepted Answer

Income determines a consumer's purchasing power, which is the ability to buy goods and services. Therefore, targeting population segments based on income can help marketers reach consumers who have the means to purchase their products.

Question 18

The first "latchkey" children belong to which generational cohort?
A)Baby Boomers
B)Generation W
C)Generation X
D)Generation Y
E)Generation Z

Accepted Answer

The term "Latchkey Children" was first used to describe children of the Generation X cohort who came home from school to an empty house because both parents were working. Baby Boomers were more likely to have a stay-at-home parent and therefore wouldn't have experienced being latchkey children as frequently. Generation W, Y, and Z were not yet born or were too young to navigate themselves home from school during the time when latchkey children became prevalent.

Question 19

After conducting some targeted research and learning that most of its customers were females, Kids Stuff International designed a new children's stroller that would appeal more to men: a high-tech, black-and-chrome version with dirt bike tires. This research was based on
A)cultural expectations.
B)generational cohorts.
C)demographic data.
D)marketers' general perceptions.
E)green marketing.

Accepted Answer

The research was based on demographic data, specifically the gender of the majority of the company's customers.

Question 20

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.

Accepted Answer

Culture refers to the shared beliefs, values, customs, and behaviors that exist within a social group. Social concerns, demographics, generational cohorts, and religion are all related concepts, but they do not capture the full scope of what is meant by culture.

Quiz 5: Analyzing the Marketing Environment

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

Natalie is considering using a radio commercial in Italy that was designed for her company's U.S. markets. Which cultural aspect should she take into account when making this decision?

Which statement accurately describes the current income distribution in the United States?

Renata has been assigned the task of learning which age groups and which gender typically buys the company's running shoes. What information should Renata review to obtain the most accurate result?

When a company attempts to appeal to the same target market across countries, for example, by using the same images and copy on a specific product advertisement but changing only the language in which the copy is displayed, that company is considering

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

________ is distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security.

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

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.

Select a key trait that best describes Generation Y.

What is included in a firm's macroenvironment?

Late in the day on September 11, 2001, the day of the World Trade Center attacks, customers purchased all the American flags Walmart stores had available, nationwide. These purchases exemplified displays of

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

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

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.

Marketers wanting to use social media to reach consumers should understand that people in the ________ group were born into a world that was already full of digital technologies such as the Internet and social networks.

Marketers will often decide which population segments to target based on income because income determines consumer

The first "latchkey" children belong to which generational cohort?

After conducting some targeted research and learning that most of its customers were females, Kids Stuff International designed a new children's stroller that would appeal more to men: a high-tech, black-and-chrome version with dirt bike tires. This research was based on

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