Question 1

The graying of the population is affected by another trend, the widespread fall in fertility rates.

Accepted Answer

A) True 
 B)False

Question 2

As the manager of an organization that is attempting to build a Marketing Information System (MIS), you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research.

Accepted Answer

A)  external records and documents 
B)  databases found on the Internet 
C)  consultant reports 
D)  internal company records 
E)  secondary data from government sources such as the Better Business Bureau 
A)  external records and documents 
B)  databases found on the Internet 
C)  consultant reports 
D)  internal company records 
E)  secondary data from government sources such as the Better Business Bureau

Question 3

When a company is said to have engaged in "greenwashing," it means that ________.

Accepted Answer

A)  the company has significantly changed its business processes to incorporate a greener, more environmentally friendly philosophy 
B)  the company has moved its production facilities to countries where environmental laws and regulations are less rigorous 
C)  the company has changed its "green" image in order to appeal to a different, usually older, demographic 
D)  the company's products are not nearly as green and environmentally beneficial as its marketing might suggest 
E)  the company has undertaken a campaign to lobby for tougher environmental regulations for the industry 
A)  the company has significantly changed its business processes to incorporate a greener, more environmentally friendly philosophy 
B)  the company has moved its production facilities to countries where environmental laws and regulations are less rigorous 
C)  the company has changed its "green" image in order to appeal to a different, usually older, demographic 
D)  the company's products are not nearly as green and environmentally beneficial as its marketing might suggest 
E)  the company has undertaken a campaign to lobby for tougher environmental regulations for the industry

Question 4

Environmental regulations enforced by the government adversely affect automobile and steel manufacturing companies.

Accepted Answer

A) True 
 B)False

Question 5

The desire for Asians to upgrade their knowledge and skills spell a high demand for quality books, magazines, and educational programs in the region.

Accepted Answer

A) True 
 B)False

Question 6

Future Asian retirees are envisaged to be more affluent, active, cosmopolitan, and youthful than their parents. This implies good prospects for marketers of _____________________ and beauty care offerings.

Accepted Answer

A)  travel, child care, wealth management 
B)  pet care, entertainment, health care, wealth management. 
C)  entertainment, health care 
D)  travel, wealth management 
E)  travel, entertainment, health care, wealth management 
A)  travel, child care, wealth management 
B)  pet care, entertainment, health care, wealth management. 
C)  entertainment, health care 
D)  travel, wealth management 
E)  travel, entertainment, health care, wealth management

Question 7

________ is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period.

Accepted Answer

A)  Sales budget 
B)  Market demand 
C)  Company demand 
D)  Company sales potential 
E)  Market potential 
A)  Sales budget 
B)  Market demand 
C)  Company demand 
D)  Company sales potential 
E)  Market potential

Question 8

Few consumers actually delete cookies frequently. When customers do not delete cookies, they expect customized marketing appeals and deals.

Accepted Answer

A) True 
 B)False

Question 9

Explain "non-traditional" households.

Accepted Answer

In some countries, there may be "non-tra

Question 10

List and briefly describe the five main ways in which marketers can find relevant online information on competitors' strengths and weaknesses.

Accepted Answer

The five ways are: (1) independent custo

Question 11

What can you infer if the market-penetration index is low?

Accepted Answer

A low index indicate

Question 12

An important force affecting business is the ________ movement, a movement of citizens and government organized to strengthen the rights and powers of buyers in relation to sellers.

Accepted Answer

A)  human rights 
B)  consumerist 
C)  environmental 
D)  self-determination 
E)  materialistic 
A)  human rights 
B)  consumerist 
C)  environmental 
D)  self-determination 
E)  materialistic

Question 13

Companies can practice targeted marketing by using ________ records of Web site usage stored on personal browsers.

Accepted Answer

A)  plug-ins 
B)  black swans 
C)  cookies 
D)  trolls 
E)  honey-pots 
A)  plug-ins 
B)  black swans 
C)  cookies 
D)  trolls 
E)  honey-pots

Question 14

An expansible market is unlikely to be affected by the level of industry marketing expenditures.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is likely to occur during economic downturns?

Accepted Answer

A)  People tend to spend more on luxury goods 
B)  Consumption of necessary goods decline 
C)  Long term credit is available at concessional rates of interest 
D)  The purchasing power of the people declines 
E)  The level of investment in the economy rises 
A)  People tend to spend more on luxury goods 
B)  Consumption of necessary goods decline 
C)  Long term credit is available at concessional rates of interest 
D)  The purchasing power of the people declines 
E)  The level of investment in the economy rises

Question 16

By 2010, projections indicate that the largest category of households will be composed of ________.

Accepted Answer

A)  childless married couples and empty nesters 
B)  single-parent families 
C)  single live-alones 
D)  singles living with nonrelatives 
E)  married couples with children 
A)  childless married couples and empty nesters 
B)  single-parent families 
C)  single live-alones 
D)  singles living with nonrelatives 
E)  married couples with children

Question 17

For which of the following categories of products will demand forecasting be easiest?

Accepted Answer

A)  commodities which are in the initial stage of their product life cycles 
B)  products which have many close substitutes in the market 
C)  goods which are produced in an oligopoly market 
D)  products whose sales fluctuate widely 
E)  products whose consumers are highly sensitive to change in price 
A)  commodities which are in the initial stage of their product life cycles 
B)  products which have many close substitutes in the market 
C)  goods which are produced in an oligopoly market 
D)  products whose sales fluctuate widely 
E)  products whose consumers are highly sensitive to change in price

Question 18

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Korean pop fashion influence" in Asia. Explain "megatrend" and indicate why it might be important to your company.

Accepted Answer

Megatrends have been described as large

Question 19

A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.

Accepted Answer

A)  sales-force surrogates 
B)  intermediaries 
C)  external networks 
D)  advisory panels 
E)  customer feedback systems 
A)  sales-force surrogates 
B)  intermediaries 
C)  external networks 
D)  advisory panels 
E)  customer feedback systems

Question 20

Within each ethnic group are consumers who are quite different from each other.

Accepted Answer

A) True 
 B)False

Exam 3: Gathering Information and Scanning the Environment

The graying of the population is affected by another trend, the widespread fall in fertility rates.

As the manager of an organization that is attempting to build a Marketing Information System (MIS), you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research.

When a company is said to have engaged in "greenwashing," it means that ________.

Environmental regulations enforced by the government adversely affect automobile and steel manufacturing companies.

The desire for Asians to upgrade their knowledge and skills spell a high demand for quality books, magazines, and educational programs in the region.

Future Asian retirees are envisaged to be more affluent, active, cosmopolitan, and youthful than their parents. This implies good prospects for marketers of _____________________ and beauty care offerings.

________ is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period.

Few consumers actually delete cookies frequently. When customers do not delete cookies, they expect customized marketing appeals and deals.

Explain "non-traditional" households.

List and briefly describe the five main ways in which marketers can find relevant online information on competitors' strengths and weaknesses.

What can you infer if the market-penetration index is low?

An important force affecting business is the ________ movement, a movement of citizens and government organized to strengthen the rights and powers of buyers in relation to sellers.

Companies can practice targeted marketing by using ________ records of Web site usage stored on personal browsers.

An expansible market is unlikely to be affected by the level of industry marketing expenditures.

Which of the following is likely to occur during economic downturns?

By 2010, projections indicate that the largest category of households will be composed of ________.

For which of the following categories of products will demand forecasting be easiest?

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Korean pop fashion influence" in Asia. Explain "megatrend" and indicate why it might be important to your company.

Within each ethnic group are consumers who are quite different from each other.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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