Deck 3: Scanning the Marketing Environment

Question 1

The social forces in the environment include the ________ of the population and its culture.

A) living standards
B) social classes
C) cohorts
D) ethics
E) demographic characteristics

Answer 1

E

Question 2

The U.S. government has threatened to increase tariffs on European luxury automobiles because of a trade imbalance between the United States and the European Union. For American automakers like GM and Ford, this action would reflect

A) a reactive strategy that would harm the technological environmental force.
B) a proactive maneuver to manipulate the social environmental force.
C) a positive result from regulatory environmental forces.
D) a positive response to a technological environmental force.
E) a negative impact as a result of adverse competitive, regulatory, and technological environmental forces.

Answer 2

C

Question 3

The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called

A) significant trend analysis.
B) organizational scanning.
C) environmental scanning.
D) a SWOT analysis.
E) marketing intelligence.

Answer 3

C

Question 4

The Kansas state legislature recently banned the use of tanning beds by anyone under the age of 18. This restriction would be an example of which environmental force?

A) social
B) economic
C) technological
D) competitive
E) regulatory

Question 5

Starbucks entered a partnership with Keurig Green Mountain to sell K-Cup single-serving coffee packs. Because Starbucks ________, it was prepared for this shift in its marketing environment.

A) optimized its distribution by adding local outlets in grocery stores
B) noticed the change in the demographics of coffee and tea drinkers in general
C) added more in-store displays
D) shifted funds from product development to advertising
E) tracked, as part of its ongoing environmental scanning activities, the percentage of households with single cup brewers

Question 6

Using smartphones, one can watch the news, shoot videos, browse the Internet, take pictures, and listen to music. Improved features are added with each smartphone introduced by Apple, Samsung, Google, and others. As a result, customers often want to replace their smartphones with new models or brands every couple of years, even if their current phones still work. This increase in demand is due mostly to changes in ________, an environmental force.

A) competition
B) social culture
C) technology
D) regulations
E) the economy

Question 7

Many large consulting firms are beginning to sponsor "women-only" networking events. The purpose of these events is to offer an opportunity for women in management to network with other businesswomen, either as clients, mentors, or protégés. This is an example of which environmental force?

A) social
B) economic
C) technological
D) competitive
E) regulatory

Question 8

Which of the following statements regarding environmental scanning is the most accurate?

A) Environmental scanning changes the marketing environment.
B) Environmental scanning identifies and interprets potential trends.
C) Environmental scanning should be done about every five years.
D) Environmental scanning focuses primarily on ecological factors.
E) It is too costly and there is too much information generated from environmental scanning to make it viable for small firms.

Question 9

Which of the following statements regarding social forces is most accurate?

A) Changes in social forces can have a dramatic impact on marketing strategy.
B) As a social force, consumer incomes have more impact on marketing strategy than demographics.
C) Social forces within an organization motivate employees to improve their productivity.
D) Social forces determine all of the other environmental forces that affect an organization.
E) Of all the environmental forces, social forces are the easiest for a marketer to manipulate.

Question 10

The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and accessories. The keys to its success include knowing customers' changing tastes and providing something different than other retailers. In addition, because of demanding clientele, The Lemon Tree's management is investing in the use of one-to-one marketing and artificial intelligence. The least important environmental force to The Lemon Tree at this time is likely to be

A) economic.
B) competitive.
C) technological.
D) social.
E) regulatory.

Question 11

A firm conducting an environmental scan of the marketplace might uncover key ________ such as the growing popularity of personalized marketing, to the increasing emphasis on reuse rather than disposal of products and resources, to the importance of visual search, artificial intelligence, and blockchain technologies.

A) profits
B) responsibilities
C) idealisms
D) codes
E) trends

Question 12

The U.S. Supreme Court issued a landmark ruling in South Dakota v. Wayfair Inc. allowing states and local governments to force online retailers to collect sales taxes even if they do not have a physical presence in the state. This would affect online sellers such as Virtual Vineyards, which now collects state sales taxes only from customers who reside in California, its home state. This ruling would be an example of which environmental force?

A) social
B) economic
C) technological
D) competitive
E) regulatory

Question 13

Environmental trends arise from all of the following forces except which?

A) competitive
B) economic
C) regulatory
D) behavioral
E) social

Question 14

The purpose of environmental scanning is to

A) uncover causes of trends in the marketplace.
B) uncover opportunities in the marketplace.
C) stop unhelpful trends in the marketplace, and speed helpful ones.
D) stop unhelpful trends in the workplace, and speed helpful ones.
E) identify and interpret trends in the marketplace.

Question 15

Local newspaper readership has declined significantly in recent years. Not only are traditional newspapers losing subscribers, they are also losing advertisers. To combat these trends, many newspaper publishers now offer online versions of their printed newspapers. This is most likely a response to which environmental force?

A) economic, since few can afford a newspaper today
B) competitive, resulting from new, smaller local newspapers that are flourishing
C) technological, since high-speed printing presses have become easier to use
D) social, resulting from changing consumer preferences for information delivered online
E) regulatory, since the government provides tax incentives for paper-based products

Question 16

The demographic characteristics of a population and its culture are types of environmental forces called

A) social forces.
B) economic forces.
C) consumer forces.
D) cultural forces.
E) market forces.

Question 17

Environmental scanning refers to

A) assessing any possible negative impact a firm's activities might have on the local ecology.
B) continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
C) setting up a regular schedule to assess the performance of different divisions within a firm.
D) initiating an internal talent search to identify employees who can think "outside the box" to generate solutions to marketing problems caused by changes in the marketing environment.
E) requiring all employees to spend time outside the office to avoid the "ivory tower" syndrome.

Question 18

Which of the following would be identified as a social force in an environmental scan?

A) a new consumer protection law
B) a delay in young couples marrying and having children
C) an introduction of advanced technology
D) a decrease in consumer incomes
E) a new international firm exporting to the United States

Question 19

As the director of marketing for a local hospital that specializes in caring for limited mobility patients and related health issues, you must conduct an environmental scan to help create a five-year marketing plan for the hospital. Which of the following environmental trends should you consider to be the most important?

A) The number of people in the geographic area who are 65 years or older will increase by 23 percent during the next five years.
B) Millennials are becoming increasingly important in the workplace.
C) The local community has seen a rise in dual-income households.
D) By the year 2025, robotics will play a major role in surgical procedures.
E) Twenty percent of the local population is of Hispanic origin, but that number is expected to grow during the next decade.

Question 20

All of the following statements about the environmental forces that have influenced Facebook are true except which?

A) The federal government has a laissez-faire policy of not interfering with the development and marketing of Facebook and other social media websites.
B) Technological advances include voice recognition software, GPS enabled apps, high resolution cameras, and cloud storage.
C) There are a variety of other social networks such as WhatsApp, WeChat, and Twitter, while Facebook also competes with Google and Amazon for digital advertising revenue.
D) The global standard of living has been improving and the cost of mobile devices and Internet access declining.
E) People increasingly expect delivery of information and real-time communication with simultaneous prevention of fake news and offensive content.

Question 21

The population explosion has occurred

A) primarily in the developing countries of Asia and Africa.
B) fairly evenly throughout the world.
C) primarily in the United States due to high birthrates and immigration.
D) primarily in the countries of the European Union due to high birthrates and immigration.
E) primarily in developed countries due to better economic, infrastructure, and health care conditions.

Question 22

An important social trend is the continued concern for health and well-being in the United States. This is most likely evidenced by

A) the increased sales of Cigar Aficionado magazine.
B) the introduction of Snickers Maple Almond Butter candy bar.
C) the opening of more Starbucks coffee boutiques in supermarkets.
D) the upsizing of menu items at fast-food restaurants.
E) the introduction of fitness trackers such as the Fitbit.

Question 23

Projections show that the population is

A) growing rapidly in North America.
B) declining sharply in Australia.
C) decreasing in most African nations.
D) increasing in India.
E) increasing in Eastern Europe.

Question 24

Studies of the ________ characteristics of the U.S. population suggest that it is becoming larger, older, and more diverse.

A) cultural
B) psychographic
C) geographic
D) demographic
E) economic

Question 25

Baby boomers can be defined as the generation born

A) between 1918 and 1945.
B) between 1946 and 1964.
C) between 1965 and 1980.
D) between 1981 and 1996.
E) between 1997 and 2010.

Question 26

Which of the following is a demographic trends that has significant implications to global marketers?

A) the declining populations in Latin American countries
B) the large and growing markets in India and China
C) the tripling of the population of consumers under 40 years old
D) the decreasing interest in entrepreneurship in developing countries
E) the lack of savings of elderly populations in developed countries

Question 27

The change in the growth of the world's population is called the

A) population contraction.
B) population inversion.
C) population migration.
D) population explosion.
E) population eruption.

Question 28

Generation X consumers indicate they want websites that are comprehensive, professional, and interactive; services such as self-checkout and curbside pick up; and advertising that is authentic, family-oriented, and unique. Generation X is also the largest segment of business travelers. In response, airlines are offering travelers in-flight Wi-Fi, entertainment on demand, and personal powerports. This is an example of how ________ forces impact the marketing environment.

A) economic
B) competitive
C) social
D) technological
E) regulatory

Question 29

By 2030, the U.S. population is expected to exceed

A) 173 million.
B) 224 million.
C) 293 million.
D) 355 million.
E) 414 million.

Question 30

All of the following factors contribute significantly to the rate of change of a country's population except which?

A) life expectancy (the average number of years a population lives from birth)
B) immigration (the number of people who enter a country for the purpose of permanent residence)
C) population density (the total number of people per square mile/kilometer)
D) birth rate (the number of births during a specified time period)
E) death rate (the number of deaths during a specified time period)

Question 31

The most recent estimates indicate that the population of the world today is about

A) 5.7 billion.
B) 6.3 billion.
C) 7.6 billion.
D) 8.8 billion.
E) 9.5 billion.

Question 32

Demographic characteristics that describe a population include all of the following except which?

A) income
B) age
C) occupation
D) density
E) ethnicity

Question 33

Generally, the U.S. population is becoming

A) smaller, younger, and more diverse.
B) smaller, older, and more diverse.
C) larger, younger, and less diverse.
D) larger, younger, and more diverse.
E) larger, older, and more diverse.

Question 34

Publishers were surprised by the dramatic success of the book Fifty Shades of Gray and believe that it would likely generate a fresh cycle of female-targeted romances packaged for the mainstream reader. This is an example of a(n) ________ force impacting the marketing environment.

A) economic
B) competitive
C) technological
D) social
E) regulatory

Question 35

The generation of children born between 1946 and 1964 is referred to as

A) the gray generation.
B) millennials.
C) Generation Y.
D) baby boomers.
E) Generation X.

Question 36

The country expected to have the largest population in 2050 is

A) the United States.
B) India.
C) China.
D) Russia.
E) Brazil.

Question 37

The description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation is referred to as

A) consumer group profiling.
B) demographics.
C) behavioral analysis.
D) psychographics.
E) statistical analysis.

Question 38

Demographics refer to

A) the depiction of a population according to its core values or cultural beliefs and their rate of change.
B) an objective measurement of a person's likelihood to purchase a product or service.
C) the psychological profile of prospective consumers.
D) the density of a population in a geographic area.
E) the description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation.

Question 39

Whereas the original printer version of More magazine was targeted at older, well-heeled women, a newer digital-only version of the brand is aimed at a much younger audience: "More is a collection of voices-from today's most influential bloggers and social media stars to the brands readers love and live by. It's content by Millennials, for Millennials." Demand for such magazines is an example of how changing ________ characteristics impact the marketing environment.

A) cultural
B) behavioral
C) psychographic
D) occupational
E) demographic

Question 40

By 2050, the world's population is expected to exceed

A) 2 billion.
B) 3 billion.
C) 5 billion.
D) 6 billion.
E) 9 billion.

Question 41

Generation Y is sometimes referred to as

A) the echo-boom.
B) baby boomers.
C) baby busters.
D) the revolution generation.
E) Generation Aught.

Question 42

Prudential, a financial planning firm, offers retirement plans and wealth management advice. These products are most likely targeted toward which generational cohort?

A) Generation Z
B) baby busters
C) Generation Y
D) the greatest generation
E) baby boomers

Question 43

Generation Y is defined as the generation of children born

A) between World War I and World War II.
B) between 1946 and 1964.
C) between 1965 and 1980.
D) between 1981 and 1996.
E) between 1997 and 2010.

Question 44

Members of Generation Y are likely to have the greatest amount of influence on which of the following product categories?

A) luxury travel
B) health care and insurance
C) retirement plans
D) sports
E) automobile design

Question 45

The generational cohort described as self-reliant, supportive of racial and ethnic diversity, better educated than previous generations, but having less net worth is

A) Generation Z.
B) Generation Y.
C) millennials.
D) Generation X.
E) baby boomers.

Question 46

Though definitions are inconsistent, Generation Y, and especially its younger members, are frequently associated with

A) the echo-bust.
B) baby boomers.
C) baby busters.
D) the revolution generation.
E) millennials.

Question 47

The 50 million people born between 1965 and 1980, a period also known as the baby bust, are referred to as

A) Generation X.
B) millennials.
C) Generation Y.
D) Generation Z.
E) baby boomers.

Question 48

In a recent issue of AARP The Magazine, a print ad for State Farm Insurance annuities advises readers that "The company has helped you enjoy your time with the kids and it can now help you enjoy your time without them." The ad is most likely targeted toward which generational cohort?

A) echo-boomers
B) Millennials
C) Generation Yers
D) baby boomers
E) baby busters

Question 49

Generation X consumers are

A) likely to rely on others.
B) authoritative decision makers.
C) very prone to extravagance.
D) generally supportive of racial and ethnic diversity.
E) poorly educated.

Question 50

________ expect brands and companies to embrace social change, corporate social responsibility, and environmental stewardship, as well as profits.

A) Members of Generation X
B) Baby boomers
C) Members of Generation Z
D) Baby busters
E) Millennials

Question 51

Olay, a personal care product firm, offers anti-aging and restoration products like its Total Effects cleansing cloths that are best targeted toward

A) echo-boomers.
B) Generation Z.
C) Generation Y.
D) baby boomers.
E) baby busters.

Question 52

Generation X is defined as the generation of children born

A) between 1946 and 1964.
B) between WWI and WWII.
C) between 1965 and 1980.
D) between 1981 and 1996.
E) around the millennium.

Question 53

The post-millennial generation that includes consumers born between 1997 and 2010 is known as

A) echo busters.
B) baby busters.
C) the lost generation.
D) the greatest generation.
E) Generation Z.

Question 54

According to population estimates, ________ have recently surpassed baby boomers as the largest living generation, with 75 million people.

A) the gray market
B) baby busters
C) Generation X
D) the baby boomerang
E) millennials

Question 55

Which of the following currently affects baby boomers, and thus those that market to them, in a significant way?

A) They are beginning to have children.
B) They are getting their high school and college educations.
C) They are currently retiring or nearing retirement age.
D) They are just being born.
E) They are beginning their primary school educations.

Question 56

________ consumers say they will pay more for a product or brand if promotes environmental issues, social justice, and gender equality, and they, more than any other generation, say that they find out about products and services through social media.

A) Generation X
B) Baby Boomers
C) Generation Z
D) the Greatest Generation
E) Generation Y

Question 57

Members of Generation Z are most likely to influence which of these?

A) furniture design
B) health care and insurance
C) retirement plans
D) e-textbooks
E) automobile design

Question 58

Generation X

A) is the least healthy generation since the 1940s.
B) accounts for the smallest percentage of consumer spending among the cohorts.
C) spends the most on online shopping.
D) is notable for its interest in distinctive, memorable, and personal experiences.
E) is a label often used synonymously with the term "millennials."

Question 59

In terms of business travel, which generational cohort are airline ads that highlight comfortable seats, USB outlets, and larger entertainment screens most likely trying to reach?

A) Generation X
B) baby boomers
C) Generation Z
D) baby busters
E) Generation Y

Question 60

Americans born between 1981 and 1996 are referred to as

A) Generation X.
B) baby boomers.
C) Generation Y.
D) baby busters.
E) Generation Z.

Question 61

A statistical area of at least one urbanized area of 50,000 or more people and adjacent territory that has a high degree of social and economic integration is referred to as a

A) micropolitan statistical area.
B) metropolitan statistical area.
C) downtown statistical area.
D) zip code.
E) combined statistical area.

Question 62

A family formed by merging two previously separated units into a single household is referred to as a

A) cohort.
B) blended family.
C) merged household.
D) reconstituted family.
E) multigenerational household.

Question 63

Remote suburbs are called

A) exurbs.
B) ruralia.
C) outstate residential.
D) subdivisions.
E) minor statistical areas.

Question 64

A micropolitan statistical area refers to

A) a statistical area of 2.5 million people or more.
B) a highly urbanized area with a centrally located population of at least 1,000,000 people.
C) a cluster of exurbs that function as a single unit due to the proximity of their geographic locations to an urbanized area.
D) a statistical area that has at least one urban cluster of at least 10,000 but less than 50,000 people and adjacent territory that has a high degree of social and economic integration.
E) a statistical area of at least one urbanized area of 50,000 or more people and adjacent territory that has a high degree of social and economic integration.

Question 65

Which of the following states experienced a decline in population as reported in the most recent Census Bureau estimate?

A) Utah
B) Florida
C) Nevada
D) Idaho
E) Illinois

Question 66

Exurbs are

A) statistical areas of at least 50,000 or more people.
B) remote suburbs.
C) statistical areas of at least 10,000 but less than 50,000 people.
D) statistical areas that contains a population of 2.5 million or more.
E) the combination of metropolitan statistical areas and micropolitan statistical areas.

Question 67

Increased longevity and increased economic independence may be causes of which trend pertaining to American households?

A) low levels of remarriage among divorcees
B) fewer households with unmarried partners
C) an increase in the number of children per household
D) the growth of gray divorce
E) a decrease in blended families

Question 68

All of the following statements are true except which?

A) LEED stands for Leadership in Energy and Environmental Design.
B) Today's college graduates now seek green jobs that involve some aspect of social responsibility.
C) Colleges of business have yet to establish sustainability course electives or environmental clubs.
D) Many students want to be involved with organizations such as Net Impact to use business to improve the world.
E) Millennials want to make a difference by making the world a better place.

Question 69

One population trend shows young professionals and active retirees moving to ________ communities that offer amenities such as equestrian centers, car clubs with race tracks, vineyards, and even "agrihoods" built around community-based farms.

A) exurban
B) rural
C) in-home residential
D) suburban
E) urban

Question 70

Millennials are technologically savvy, innovative, ambitious, and determined to make the world a better place. A major way they hope to achieve their goal is through

A) environmental responsibility.
B) political activism.
C) intergenerational dialogue.
D) fiscal conservatism.
E) educational reform.

Question 71

For millennials, "positive business" involvement means

A) engaging in free market economics with fair but limited regulations to manage exchange relationships.
B) being part of a movement that balances the interests of shareholders, employees, and society.
C) exploiting a nation's natural resources for the betterment of its society.
D) seeking advanced jobs in agriculture that emphasize economies of scale in farming and ranching.
E) executing an aggressive strategy regarding oil and natural gas exploration to make the United States energy independent.

Question 72

Today, 7 of the top 10 most populous cities in the United States are located

A) along the east coast.
B) near the Canadian border.
C) along the west coast.
D) in states that border Mexico.
E) within the central Midwest.

Question 73

Today, married households comprise ________ of the U.S. population.

A) 10 percent
B) 20 percent
C) 48 percent
D) 64 percent
E) 75 percent

Question 74

Which of the following statements about the American household is most accurate?

A) The structure of the American household has not changed significantly since 1960.
B) With a drop in the divorce rate, almost 58 percent of households today are married couples with children.
C) The number of households with working fathers and "stay-at-home" moms has recently begun to increase again and makes up almost 25 percent of all American households.
D) One of the fastest-growing types of households are those with an adult child who has moved back home with his or her parents.
E) The percentage of households with married couples has increased from 50 percent in 1960 to 75 percent today.

Question 75

A metropolitan statistical area refers to

A) a statistical area that has at least one urban cluster of at least 10,000 but less than 50,000 people and adjacent territory that has a high degree of social and economic integration.
B) a statistical area of 2.5 million people or more.
C) a cluster of exurbs that function as a single unit due to the proximity of their geographic locations to an urbanized area.
D) a highly urbanized area with a centrally located population of at least 1,000,000 people.
E) a statistical area of at least one urbanized area of 50,000 or more people and adjacent territory that has a high degree of social and economic integration.

Question 76

A statistical area that has at least one urban cluster of at least 10,000 but less than 50,000 people and adjacent territory that has a high degree of social and economic integration is referred to as a

A) micropolitan statistical area.
B) metropolitan statistical area.
C) consolidated metropolitan statistical area.
D) megapolitan statistical area.
E) metropolitan division.

Question 77

A blended family is

A) the result of the decline in divorce in recent years.
B) a household with unmarried partners.
C) a typical outcome of increased cohabitation.
D) a family formed by merging two previously separated units into a single household.
E) households formed with unrelated individuals.

Question 78

Approximately one in ________ U.S. residents is African American, Native American or Alaska Native, Asian American, or Native Hawaiian or Pacific Islander.

A) ten
B) seven
C) five
D) three
E) two

Question 79

A major regional shift in the U.S. population toward the ________ states is under way.

A) eastern
B) west coast
C) northern
D) midwestern
E) southern and western

Question 80

Of the following, which racial or ethnic group has the greatest economic impact in the United States in terms of their buying power?

A) Asian Americans
B) Hispanics
C) African Americans
D) Native American and other native populations
E) Indian immigrants (from India)