Question 1

There are several federal laws that affect marketing regarding the competitive environment,pricing practices,and false advertising.Name and briefly describe three of these federal laws.

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Question 2

Rovio Mobile,in its ongoing negotiations with Microsoft described in the case,was being courted by the software giant to sell Angry Birds to the users of its Windows Phone 7 platform.

Accepted Answer

The producer,Rovio,would not be conducting its own transactions with phone users.Microsoft would handle these.So neither would be a direct seller.

Question 3

At this writing,you cannot download Angry Birds for your BlackBerry phone.As yet Angry Birds can't achieve the kind of economies of scale it could producing the app.

Accepted Answer

Since BlackBerry cannot sell Angry Birds,it just means it cannot be part of its market channel.However,it can compete with its knockoff,Angry Farm.

Question 4

Describe the competitive environment for a locally owned coffeehouse in your college community.

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Question 5

What is the CPSC? How does it affect marketing?

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Question 6

Name and describe at least five approaches companies are now using to keep innovation strong.

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Question 7

Which of the following channel functions applies in the download delivery of Angry Birds?

Accepted Answer

Microsoft,in its premature advertisement of Angry Birds,was promoting the product.It also facilitates it in the information it gathers about who downloads the game,it performs the assorting function,too,and Windows Phone 7 servers and phones provide the logistics for getting the game to the consumer.

Question 8

What is a component lifestyle? Describe how a college student follows a component lifestyle.Use specific examples.

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Question 9

Compare and contrast Generation Y and Generation X.Which generation is of more interest to marketers? Why?

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Question 10

Describe some basic characteristics of the African American market.

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Question 11

An organization is not completely at the mercy of the external environment.Explain environmental management and give an example how a motorcycle helmet manufacturer might use it.

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Question 12

Online sales of apps should always be seen as a direct channel to consumers.

Accepted Answer

Online sales is often,indeed more often,done through middlemen.In this case,the middleman was Microsoft in a retailer channel.

Question 13

What Microsoft "jumped the gun" on in making it possible for users of its Windows Phone 7 to play Angry Birds can best be described as __________.

Accepted Answer

In the marketing channel for apps,Microsoft,like the Apple's App Store,would play the role of an intermediary in the transaction.

Question 14

Just like a company that manufacturers the smartphones on which users can play Angry Birds,Rovio Mobile benefits from the principle of __________ in distributing its product via Microsoft,the App Store,and Android Market?

Accepted Answer

The contact efficiency of having these online stores means that the producer,Rovio,is free from the costs of making its own transactions with end users.

Question 15

While managers can control the marketing mix,they cannot control the elements in the external environment that continually mold and reshape the target market.List six variables of the external environment that are not directly under the control of marketing managers.

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Question 16

Who are the baby boomers and why are they important to marketers?

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Question 17

None of the classic marketing discrepancies apply to the marketing channels for a downloadable product such as Angry Birds?

Accepted Answer

Classic marketing discrepancies such as distribution, shelf space, and product placement do not apply to downloadable products as they are easily accessible through digital channels such as app stores and websites.

Question 18

One component of the external environment marketing managers must understand and react to is the economic environment.Briefly describe the three economic areas of greatest concern to U.S.marketers and the marketing implications of trends in these three areas.

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Question 19

What is environmental scanning? Give an example of an opportunity and a threat that environmental scanning might identify for a suntan lotion company.

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Question 20

List and describe the four basic values that have strongly influenced American attitudes and lifestyles.

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Quiz 4: The Marketing Environment