Question 1

In reacting to the marketing environment, what strategies do firms adopt in order to shift from a reactive to a more proactive stance?

Accepted Answer

Rather than assuming that strategic options are bounded by the current environment, firms keen on adopting a proactive stance toward the marketing environment develop strategies to change the environment.

Question 2

Cape Sky Inc., an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo and name are displayed throughout the racecourse. Cape Sky most likely sponsors this event in order to appeal to which of the following types of publics?

Accepted Answer

A)  financial publics 
B)  citizen-action publics 
C)  government publics 
D)  general publics 
E)  internal publics 
A)  financial publics 
B)  citizen-action publics 
C)  government publics 
D)  general publics 
E)  internal publics D

Question 3

How can marketers reach the Generation Zers effectively?

Accepted Answer

The social media will play a crucial marketing role as the kids and tweens grow into teens.
Today's kids are notoriously hard to pin down. The key is to engage these young consumers and let them help to define their brand experiences. Says one expert, "They love sensory overload-bright colors, music videos, a variety of merchandise, the tumult of all that."

Question 4

The demographic environment is of major interest to marketers because it involves people, and people make up markets.

Accepted Answer

A) True 
 B)False

Question 5

Rachel works for a furniture company in Ireland. She is responsible for buying and selling goods at a profit to small retailers. Rachel most likely operates in a ________ market.

Accepted Answer

A)  business 
B)  reseller 
C)  wholesale 
D)  consumer 
E)  retail 
A)  business 
B)  reseller 
C)  wholesale 
D)  consumer 
E)  retail

Question 6

Why is it important for marketers to understand cultural swings?

Accepted Answer

Marketers want to predict cultural shift

Question 7

Business markets buy goods and services for further processing or for use in their production processes.

Accepted Answer

A) True 
 B)False

Question 8

The economic environment consists of economic factors that affect ________.

Accepted Answer

A)  cultural patterns of communities 
B)  entrepreneurial orientation of a population 
C)  the quality of technological innovation 
D)  consumer purchasing power 
E)  the natural environment 
A)  cultural patterns of communities 
B)  entrepreneurial orientation of a population 
C)  the quality of technological innovation 
D)  consumer purchasing power 
E)  the natural environment

Question 9

________ include banks, credit companies, insurance companies, and other businesses that help insure against the risks associated with the buying and selling of goods.

Accepted Answer

A)  Financial intermediaries 
B)  Physical distribution firms 
C)  Resellers 
D)  Marketing services agencies 
E)  Wholesalers 
A)  Financial intermediaries 
B)  Physical distribution firms 
C)  Resellers 
D)  Marketing services agencies 
E)  Wholesalers

Question 10

The ________ prohibits monopolies and activities (price-fixing, predatory pricing) that restrain trade or competition in interstate commerce.

Accepted Answer

A)  Sherman Antitrust Act 
B)  Lanham Trademark Act 
C)  Fair Packaging and Labeling Act 
D)  CAN-SPAM Act 
E)  Magnuson-Moss Warranty Act 
A)  Sherman Antitrust Act 
B)  Lanham Trademark Act 
C)  Fair Packaging and Labeling Act 
D)  CAN-SPAM Act 
E)  Magnuson-Moss Warranty Act

Question 11

What structure can an American family have now, as the traditional family has changed?

Accepted Answer

The traditional household consists of a

Question 12

The boom in Internet marketing has created a new set of social and ethical issues. Critics worry most about ________.

Accepted Answer

A)  accessibility 
B)  puffery in advertising 
C)  online privacy issues 
D)  sustainability 
E)  issues pertaining to efficiency 
A)  accessibility 
B)  puffery in advertising 
C)  online privacy issues 
D)  sustainability 
E)  issues pertaining to efficiency

Question 13

Which of the following is most likely true with regard to people's views of organizations in contemporary America?

Accepted Answer

A)  In the American workplace, there has been an overall increase in organizational loyalty. 
B)  Most Americans are confident in their employers and are unlikely to switch jobs as frequently as in the past. 
C)  The past two decades have seen a sharp decrease in confidence in and loyalty toward America's business organizations. 
D)  Most U.S. workers view work as a source of personal satisfaction and organizational pride. 
E)  In the last decade, corporate scandals and layoffs had little impact on people's confidence in U.S. firms. 
A)  In the American workplace, there has been an overall increase in organizational loyalty. 
B)  Most Americans are confident in their employers and are unlikely to switch jobs as frequently as in the past. 
C)  The past two decades have seen a sharp decrease in confidence in and loyalty toward America's business organizations. 
D)  Most U.S. workers view work as a source of personal satisfaction and organizational pride. 
E)  In the last decade, corporate scandals and layoffs had little impact on people's confidence in U.S. firms.

Question 14

The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.

Accepted Answer

A) True 
 B)False

Question 15

A consumer organization in Ohio has challenged the marketing decision of a local firm alleging it to be against the larger social interest. In this instance, the firm is challenged by a(n) ________ public.

Accepted Answer

A)  internal 
B)  general 
C)  government 
D)  citizen-action 
E)  media 
A)  internal 
B)  general 
C)  government 
D)  citizen-action 
E)  media

Question 16

What is demography? Why is the demographic environment of major interest to marketers? Discuss the changing age structure of the U.S. population.

Accepted Answer

Demography is the study of human populat

Question 17

A company's marketing environment excludes the forces outside the marketing department that affect marketing management's ability to build and maintain successful relationships with target customers.

Accepted Answer

A) True 
 B)False

Question 18

Companies and their products often create ________.

Accepted Answer

A)  new consumers 
B)  new technologies 
C)  new industries and their structures 
D)  new advertising campaigns 
E)  new manufacturing methods 
A)  new consumers 
B)  new technologies 
C)  new industries and their structures 
D)  new advertising campaigns 
E)  new manufacturing methods

Question 19

The interrelated departments within a company that influence marketing decisions form the ________ environment.

Accepted Answer

A)  cultural 
B)  economic 
C)  company 
D)  political 
E)  technological 
A)  cultural 
B)  economic 
C)  company 
D)  political 
E)  technological

Question 20

Which is NOT part of the company environment that influences marketing decisions?

Accepted Answer

A)  accounting 
B)  engineering 
C)  manufacturing 
D)  sales 
E)  retailers 
A)  accounting 
B)  engineering 
C)  manufacturing 
D)  sales 
E)  retailers

In reacting to the marketing environment, what strategies do firms adopt in order to shift from a reactive to a more proactive stance?

How can marketers reach the Generation Zers effectively?

The demographic environment is of major interest to marketers because it involves people, and people make up markets.

Rachel works for a furniture company in Ireland. She is responsible for buying and selling goods at a profit to small retailers. Rachel most likely operates in a ________ market.

Why is it important for marketers to understand cultural swings?

Business markets buy goods and services for further processing or for use in their production processes.

The economic environment consists of economic factors that affect ________.

________ include banks, credit companies, insurance companies, and other businesses that help insure against the risks associated with the buying and selling of goods.

The ________ prohibits monopolies and activities (price-fixing, predatory pricing) that restrain trade or competition in interstate commerce.

What structure can an American family have now, as the traditional family has changed?

The boom in Internet marketing has created a new set of social and ethical issues. Critics worry most about ________.

Which of the following is most likely true with regard to people's views of organizations in contemporary America?

The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.

A consumer organization in Ohio has challenged the marketing decision of a local firm alleging it to be against the larger social interest. In this instance, the firm is challenged by a(n) ________ public.

What is demography? Why is the demographic environment of major interest to marketers? Discuss the changing age structure of the U.S. population.

A company's marketing environment excludes the forces outside the marketing department that affect marketing management's ability to build and maintain successful relationships with target customers.

Companies and their products often create ________.

The interrelated departments within a company that influence marketing decisions form the ________ environment.

Which is NOT part of the company environment that influences marketing decisions?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 3: Analyzing the Marketing Environment

In reacting to the marketing environment, what strategies do firms adopt in order to shift from a reactive to a more proactive stance?

How can marketers reach the Generation Zers effectively?

The demographic environment is of major interest to marketers because it involves people, and people make up markets.

Rachel works for a furniture company in Ireland. She is responsible for buying and selling goods at a profit to small retailers. Rachel most likely operates in a ________ market.

Why is it important for marketers to understand cultural swings?

Business markets buy goods and services for further processing or for use in their production processes.

The economic environment consists of economic factors that affect ________.

________ include banks, credit companies, insurance companies, and other businesses that help insure against the risks associated with the buying and selling of goods.

The ________ prohibits monopolies and activities (price-fixing, predatory pricing) that restrain trade or competition in interstate commerce.

What structure can an American family have now, as the traditional family has changed?

The boom in Internet marketing has created a new set of social and ethical issues. Critics worry most about ________.

Which of the following is most likely true with regard to people's views of organizations in contemporary America?

The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.

A consumer organization in Ohio has challenged the marketing decision of a local firm alleging it to be against the larger social interest. In this instance, the firm is challenged by a(n) ________ public.

What is demography? Why is the demographic environment of major interest to marketers? Discuss the changing age structure of the U.S. population.

A company's marketing environment excludes the forces outside the marketing department that affect marketing management's ability to build and maintain successful relationships with target customers.

Companies and their products often create ________.

The interrelated departments within a company that influence marketing decisions form the ________ environment.

Which is NOT part of the company environment that influences marketing decisions?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters