Exam 5: Analyzing the Marketing Environment

Suppose that you work in the marketing department at AARP, an organization and interest group for individuals aged 50 and over. The new marketing manager, who is in her late 20s, doesn't think the website is important because older people don't use the Internet. Is she right or wrong, and why?

Yellow Trucking provides transportation services for Dan's Delicious Donuts so that Dan's stores always have fresh stock. Yellow Trucking is an example of a

Macroenvironmental factors include the company, competition, and corporate partners.

Choose one generational cohort and describe it in detail. Then explain how a marketer would use this information to market a specific product, such as laundry detergent.

The center of all marketing efforts is

By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can identify potential opportunities.

Lisle Hair Company keeps track of the gender and age of its customers so it can target e-mails to them and be sure to have the right hair products in stock when they visit. This is an example of the use of demographics in marketing.

Marketers should not assume that they can target all Asian consumers in the United States with one strategy because

Many American consumers are purchasing hybrid automobiles even though they are more expensive than compact conventional autos. These consumers

What is the lipstick effect?

How is the balance of ethnicities in the U.S. population changing, and what implications does this have for marketers?

In recent decades, how has income distribution changed in the United States?

Name the various social trends that affect marketing, and give one example that demonstrates how each one influences marketing practices.

In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso / dollar exchange rate almost constant. For Mexican consumers

From a firm's perspective, the biggest advantage of RFID is

Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. Related to this, the text notes the increasing popularity of

Every year Pam reassesses the economic situation in the target markets her company serves. What factors will Pam likely assess?

Yvonne knows her firm must look at everything it does from a consumer's point of view. One major difficulty is that consumers' __________ change(s) over time.

Insight Guides, a line of travel books, provides travelers with background information about the people's beliefs, values, and customs. Insight's books educate travelers about a country's

Marketers in the United States are paying increasing attention to ethnic groups because