Exam 3: Analyzing the Marketing Environment

Marketing intermediaries supply resources needed by a company to produce its goods and services.

Technology is a way of life for ________, the largest generational group.

Which of the following is most likely a true statement about diversity in the United States?

In a marketer's macroenvironment, the ________ environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.

People's orientation to their society does not impact their consumption patterns and attitudes toward the marketplace.

Which generational group is most comfortable using digital technologies?

A customer buys a can of Pepsi from a Walmart store. In this scenario, Walmart is a supplier in Pepsi's value delivery network.

________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

A company that adopts a reactive marketing stance would most likely view the marketing environment as an uncontrollable element to which it must adapt.

Ursa Martin, a book publisher, has decided to work with Hope in Children, a charity foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of revenue from every book it sells will go to the charity. The books are marketed by conveying this message to customers. Which of the following marketing techniques describes Ursa Martin's association with Hope in Children?

Which of the following is most likely a characteristic of firms that adopt a reactive approach toward the marketing environment?

The boom in online, mobile, and social media has created a new set of social and ethical issues for companies. Their greatest concern involves ________.

Which of the following is part of the microenvironment of a company's marketing environment?

Companies have responded to consumers' back-to-basics sensibility in their lifestyle and spending patterns through ________.

Recyclable or biodegradable packaging, recycled materials and components, and better pollution controls are ways that marketers have responded to the ________.

Markwin Electronics is a company that only sells products online. Orders are taken through an interactive Web site, and goods are shipped out through a small warehouse the company owns. Markwin employees also handle the shipment of goods to desired destinations. How could marketing intermediaries help Markwin expand its business?

Diversity goes beyond ethnic heritage. Discuss the factors that have influenced the emergence of the lesbian, gay, bisexual, or transgender (LGBT)community and how marketers have responded. Provide examples to illustrate your response.

Cause-related marketing techniques are typically unprofitable for businesses, which is why it is a rarely used form of corporate giving.

Many companies have started to target the LGBT market segment which has significant buying power.

The most important actors in a company's microenvironment are its competitors.