Question 1

What is the main demographic force monitored by marketers? Why?

Accepted Answer

The main demographic force monitored by

Question 2

What four trends in technology should marketers monitor?

Accepted Answer

The four trends are: (1)the pa

Question 3

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 4

Marketers need to be aware of threats and opportunities associated with four trends in the natural environment,including all of the following EXCEPT ________.

Accepted Answer

A) the shortage of raw materials 
B) the increased cost of energy 
C) near 90% corporate support for "green causes" 
D) increased pollution levels 
E) the changing role of governments 
A) the shortage of raw materials 
B) the increased cost of energy 
C) near 90% corporate support for "green causes" 
D) increased pollution levels 
E) the changing role of governments

Question 5

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

Accepted Answer

A) lobbyist movement 
B) consumerist movement 
C) environmental movement 
D) self-rights movement 
E) ethical reform movement 
A) lobbyist movement 
B) consumerist movement 
C) environmental movement 
D) self-rights movement 
E) ethical reform movement

Question 6

The heart of the internal records system is the bar code.

Accepted Answer

A) True 
 B)False

Question 7

One of the ways to find relevant online information on competitors' strengths and weaknesses might be to frequent distributor or sales agent feedback sites.

Accepted Answer

A) True 
 B)False

Question 8

Competitive intelligence gathering is inherently illegal and unethical.

Accepted Answer

A) True 
 B)False

Question 9

Marketing managers tend to us internal records systems to supply ________ data,whereas marketing intelligence system are used to supply happenings data.

Accepted Answer

A) demand 
B) logistical 
C) psychographic 
D) results 
E) primary 
A) demand 
B) logistical 
C) psychographic 
D) results 
E) primary

Question 10

People absorb,almost unconsciously,a worldview that defines their relationships.List and describe the "views" that assist or retard this relationship development process.

Accepted Answer

The views are: (1)views of themselves; (

Question 11

A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

Accepted Answer

A) marketing research system 
B) marketing information system 
C) product management system 
D) marketing intelligence system 
E) vertical system 
A) marketing research system 
B) marketing information system 
C) product management system 
D) marketing intelligence system 
E) vertical system

Question 12

The main demographic force that marketers monitor is ________.

Accepted Answer

A) suppliers 
B) competitors 
C) communication (such as advertising) 
D) government reports dealing with birth rates 
E) population 
A) suppliers 
B) competitors 
C) communication (such as advertising) 
D) government reports dealing with birth rates 
E) population

Question 13

________ made up half of all new workers in the past decade and will make up 25% of all workers in the United States within two generations.

Accepted Answer

A) Asian Americans 
B) African Americans 
C) Hispanic Americans 
D) European Americans 
E) Native Americans 
A) Asian Americans 
B) African Americans 
C) Hispanic Americans 
D) European Americans 
E) Native Americans

Question 14

Describe the differences between a core belief and a secondary belief.List the primary core beliefs of Americans as revealed by the text.

Accepted Answer

The people living in a particular societ

Question 15

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Hispanic influence" in the United States.Explain this megatrend and indicate why it might be important to your company and industry.

Accepted Answer

Although Hispanic households represented

Question 16

Many business schools have _____ made up of alumni and recruiters who provide valuable feedback on the curriculum.

Accepted Answer

A) government data sources 
B) advisory panels 
C) trends 
D) order-to-payment cycles 
E) green marketing initiatives 
A) government data sources 
B) advisory panels 
C) trends 
D) order-to-payment cycles 
E) green marketing initiatives

Question 17

Which of the following best describes the practice used by McDonald's when it hired mystery shoppers to assess stores' internal speed standards?

Accepted Answer

A) Training and motivating the sales force to spot and report new developments 
B) Motivating intermediaries to pass along important intelligence 
C) Networking externally 
D) Setting up an advisory panel 
E) Taking advantage of government data sources 
A) Training and motivating the sales force to spot and report new developments 
B) Motivating intermediaries to pass along important intelligence 
C) Networking externally 
D) Setting up an advisory panel 
E) Taking advantage of government data sources

Question 18

A ________ is a direction or sequence of events that has some momentum and durability;the shape of the future is revealed and many opportunities are provided.

Accepted Answer

A) fad 
B) fashion 
C) trend 
D) megatrend 
E) style 
A) fad 
B) fashion 
C) trend 
D) megatrend 
E) style

Question 19

________ consists of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

Accepted Answer

A) A marketing information system 
B) A marketing research system 
C) A marketing intelligence system 
D) A promotional campaign 
E) A marketing database 
A) A marketing information system 
B) A marketing research system 
C) A marketing intelligence system 
D) A promotional campaign 
E) A marketing database

Question 20

High debt-to-income ratios among U.S.consumers can slow down their expenditures on housing and large-ticket items.

Accepted Answer

A) True 
 B)False

Exam 3: Gathering Information and Scanning the Environment

What is the main demographic force monitored by marketers? Why?

What four trends in technology should marketers monitor?

Marketers need to be aware of threats and opportunities associated with four trends in the natural environment,including all of the following EXCEPT ________.

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

The heart of the internal records system is the bar code.

One of the ways to find relevant online information on competitors' strengths and weaknesses might be to frequent distributor or sales agent feedback sites.

Competitive intelligence gathering is inherently illegal and unethical.

Marketing managers tend to us internal records systems to supply ________ data,whereas marketing intelligence system are used to supply happenings data.

People absorb,almost unconsciously,a worldview that defines their relationships.List and describe the "views" that assist or retard this relationship development process.

A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

The main demographic force that marketers monitor is ________.

________ made up half of all new workers in the past decade and will make up 25% of all workers in the United States within two generations.

Describe the differences between a core belief and a secondary belief.List the primary core beliefs of Americans as revealed by the text.

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Hispanic influence" in the United States.Explain this megatrend and indicate why it might be important to your company and industry.

Many business schools have _____ made up of alumni and recruiters who provide valuable feedback on the curriculum.

Which of the following best describes the practice used by McDonald's when it hired mystery shoppers to assess stores' internal speed standards?

A ________ is a direction or sequence of events that has some momentum and durability;the shape of the future is revealed and many opportunities are provided.

________ consists of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

High debt-to-income ratios among U.S.consumers can slow down their expenditures on housing and large-ticket items.

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

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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