Deck 3: Gathering Information and Scanning the Environment

Question 1

The company's marketing information system should be a cross between what managers think they need,what managers really need,and ________.

A)what the marketing research department is able to do
B)what consumers are willing to share
C)what the competition is doing
D)what is acceptable industry practice
E)what is economically feasible

Answer 1

E

Question 2

The internal records system supplies results data,but the marketing intelligence system supplies ________ data.

A)concurrent
B)secondary
C)research
D)happenings
E)premium

Answer 2

D

Question 3

The beginning of the new century brought a series of new challenges.All of the following would be considered to be among those challenges EXCEPT ________.

A)a deterioration of innovative ideas
B)the steep decline of the stock market
C)increasing unemployment
D)corporate scandals
E)the rise of terrorism

Answer 3

A

Question 4

The major responsibility for identifying significant marketplace changes falls to the ________.

A)U.S.Department of Labor
B)company's marketers
C)American Marketing Association
D)industry lobby groups found in Washington D.C.
E)marketing research industry

Question 5

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

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

Question 6

One of the difficulties of using chat rooms and blogs to collect competitive intelligence is that ________.

A)their unstructured nature makes it difficult for marketers to find relevant messages
B)people are generally unwilling to share their perspective on products and services without being paid for them
C)they constitute a very expensive form of market research
D)it is difficult to access chat rooms and blogs because of privacy issues
E)All of the above are difficulties experienced when using chat rooms and blogs to collect competitive intelligence.

Question 7

________ have been described as "large social,economic,political and technological changes [that] are slow to form,and once in place,they influence us for some time-between seven and ten years,or longer.

A)Fads
B)Fashions
C)Trends
D)Megatrends
E)Styles

Question 8

A significant fact about population growth and population shifts is that in 2005,________.

A)the youth market exceeded that of the adult market
B)people over the age of 60 outnumbered those under five years of age
C)baby boomers were eclipsed by Gen X young adults
D)most age group segments were about equal
E)N Generation young adults surpassed the baby boomers as the largest age segment

Question 9

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.

A)sales-force surrogates
B)intermediaries
C)external networks
D)advisory panels
E)customer feedback systems

Question 10

When a marketer "mines" his or her company's database,fresh insights can be gained into neglected customer segments,________,and other useful information.

A)recent customer trends
B)long-term competitive trends
C)possible new inventions
D)possible new technologies
E)new primary data possibilities

Question 11

The main demographic force that marketers monitor is ________.

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

Question 12

There are several ways marketers can find relevant online information on competitors' products and weaknesses,summary comments,and overall performance rating of a product,service,or supplier.________ is(are)a type of site that is concentrated in financial services and high-tech products that require professional knowledge.

A)Independent customer goods and service reviews
B)Distributor or sales agent feedback sites
C)Combo sites offering customer reviews and expert opinions
D)Customer complaint sites
E)Shopping bot service sites

Question 13

The heart of the internal records system is the ________.

A)database
B)asset acquisition process
C)order-to-payment cycle
D)service consideration
E)information liquidity ratio

Question 14

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

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

Question 15

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.

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

Question 16

A ________ is "unpredictable,short-lived,and without social,economic,and political significance."

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

Question 17

The 2000 U.S.census provides an in-depth look at the population swings,demographic groups,regional migrations,and changing family structure of 281+ million people.Which of the following steps to improve the quality of a company marketing intelligence system would be most closely associated with this illustration?

A)A company can purchase information from outside suppliers.
B)A company can take advantage of government data sources.
C)A company can use online customer feedback systems to collect data.
D)A company can network externally.
E)A company can use its sales force to collect and report data.

Question 18

All of the following would be considered to be steps to improve the quality of marketing intelligence in a company EXCEPT ________.

A)training and motivating the sales force to spot and report new developments
B)using guerrilla tactics such as going through a competitor's trash
C)motivating intermediaries to pass along important information
D)networking externally
E)purchasing information from outside suppliers

Question 19

With the rapidly changing global picture,the firm must monitor six major forces.All of the following would be among those forces EXCEPT ________.

A)demographic
B)economic
C)social-cultural
D)natural
E)promotional

Question 20

All of the following questions EXCEPT one would be considered to be forms of information needs probes.Which one?

A)What decisions do you regularly make?
B)What information do you need to make decisions?
C)What data analysis programs would you want?
D)What magazines and trade reports would you like to see on a regular basis?
E)What products would be most closely matched to consumer needs?

Question 21

Although still a work in progress,the ________ cohort is more idealistic and social-cause oriented,without the cynical,what's-in-it-for-me mindset of other cohorts.

A)N Generation
B)postwar
C)leading-edge baby boomer
D)Depression
E)Generation X

Question 22

According to information presented in the text,which of the following countries is surprisingly a very good market for Lamborghini automobiles (costing more than $150,000)because of the number of wealthy families that can afford expensive cars.

A)Greece
B)Switzerland
C)Holland
D)Russia
E)Portugal

Question 23

Which of the following groups is most vulnerable to recent income distribution trends in the United States?

A)Makers of high-end sports cars
B)Large discount chains
C)Pharmaceutical firms
D)Conventional retailers offering medium-priced goods
E)Expensive and exclusive restaurants

Question 24

________ are groups of individuals who are born during the same time period and travel through life together.

A)Cohorts
B)Populations
C)Demographics
D)Societies
E)Markets

Question 25

According to the 2000 census,the U.S.population of 276.2 million was 72% white and ________ % African American.The remainder consisted of Hispanic Americans and other minorities.

A)20
B)18
C)15
D)13
E)11

Question 26

More than any other group,the ________ cohort accepts cultural diversity and puts personal life ahead of work life.

A)World War II
B)postwar
C)leading-edge baby boomer
D)trailing-edge baby boomer
E)Generation X

Question 27

According to the information found in the social-cultural environment,with respect to views of others,________ are considered to be things that allow people who are alone to feel they are not (e.g. ,television,home video games,and Internet chat rooms).

A)social surrogates
B)subliminal fantasies
C)relationship avoidance
D)primary products
E)secondary products

Question 28

Diversity goes beyond ethnic and racial markets.More than ________ million Americans have disabilities,and they constitute a market for home delivery companies (and others).

A)50
B)40
C)30
D)20
E)10

Question 29

The ________ household consists of a husband,wife,and children (and sometimes grandparents).

A)"traditional"
B)"extended"
C)"diversity"
D)"modern"
E)"revised"

Question 30

Two-thirds of all illiterate adults are ________.

A)Chinese
B)middle-class
C)women
D)living in industrialized countries
E)none of the above

Question 31

Over the past three decades in the United States,the rich have grown richer and the middle class has ________.

A)stayed about the same
B)shrunk
C)increased slightly
D)matched the rich in terms of relative growth
E)been ignored because of problems with the poorer classes

Question 32

The movement by the U.S.population to the ________ has lessened the demand for warm clothing and home heating equipment and increased demand for air conditioning.

A)Sunbelt
B)Pacific Northwest
C)Northeast
D)Mid-Coastal areas
E)Heartland

Question 33

In which of the following economies would we expect to find the fewest opportunities for marketers?

A)Industrializing economies
B)Land-locked economies
C)Raw-material-exporting economies
D)Industrial economies
E)Subsistence economies

Question 34

The ________ regions of the world currently account for 76% of the world population and are growing almost four times faster than the populations of ________ regions.

A)industrialized;service-based
B)less-developed;more developed
C)Western;Eastern
D)wealthier;poorer
E)Democratic;Socialist

Question 35

Almost one in ________ people over the age of five (120 million)moved at least one time between 1995 and 2000,according to a Census 2000 brief,with an emphasis away from the Midwest and Northeast.

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

Question 36

Consumer expenditures are affected by ________.

A)savings
B)debt
C)credit availability
D)all of the above
E)none of the above

Question 37

The 21st century saw ________ markets grow more rapidly again due to a higher birth rate,a lower death rate,and rapid growth from foreign immigration.

A)suburban
B)urban
C)rural
D)coastal
E)secondary

Question 38

________ shapes the beliefs,values,and norms that largely define tastes and preferences.

A)Marketing
B)The mass media
C)Government
D)Production innovation and engineering
E)Society

Question 39

Frequently noted as a megatrend,the increasing percentage of _____ in the total population represents a major shift in cultural center of gravity in the United States.

A)African Americans
B)European Americans
C)Asian Americans
D)Hispanic Americans
E)Middle Eastern Americans

Question 40

By 2010,projections indicate that the largest category of households will be composed of ________.

A)childless married couples and empty nesters
B)single-parent families
C)single live-alones
D)singles living with nonrelatives
E)married couples with children

Question 41

From a branding perspective,"green marketing" programs have not been entirely successful.________ must be overcome for "green marketing" programs to be more successful.

A)Perceived inferior quality and lack of credibility
B)High cost
C)Poor promotions
D)Resistance by the youth segment in the marketplace
E)Lack of support by governmental agencies and concerns

Question 42

Firms making products that require ________face substantial cost increases as these become increasingly scarce.

A)infinite
B)near finite
C)finite renewable
D)finite nonrenewable
E)absolute

Question 43

People vary in their attitudes toward their society.________ usually live more frugally,drive smaller cars,and wear simpler clothing.

A)Makers
B)Escapers
C)Seekers
D)Changers
E)Developers

Question 44

Which of the following would be the best illustration of a secondary belief or value?

A)Belief in work
B)Belief in giving to charity
C)Belief in getting married
D)Belief in getting married early
E)Belief in being honest

Question 45

Each society contains ________,groups with shared values emerging from their special life experiences or circumstances.

A)demographic segments
B)cliques
C)consumer bundles
D)subcultures
E)behavioral niches

Question 46

Which of the following would be the best illustration of a subculture?

A)A softball team
B)A university alumni association
C)Teenagers
D)A Boy Scout troop
E)Frequent flyers

Question 47

Today,corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' ________.

A)views of others
B)views of organizations
C)views of themselves
D)views of the universe
E)views of society

Question 48

With respect to the shortage of raw materials,air and water are classified as ________ resources.However,as we know,problems are beginning to plague both our air and water quality.

A)infinite
B)near finite
C)finite renewable
D)finite nonrenewable
E)absolute

Question 49

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

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 50

The largest consumer environmental segment is the True Blue Greens,who are characterized by ________.

A)a strong knowledge of environmental issues and a higher likelihood to engage in environmentally conscious behavior
B)the belief that their individual behavior cannot improve environmental conditions
C)their belief that environmental indifference is mainstream
D)a lack of time or inclination to behave entirely green
E)the purchase of environmentally conscious products,but only if those products meet their needs

Question 51

Marketers are particularly interested in the consumption of ________,as developing brand loyalty in this age group is likely to lead to the highest consumer lifetime value.

A)infants
B)young children
C)teens
D)parents
E)retirees

Question 52

The marketer should monitor the following trends in technology,EXCEPT ________,if progress is to be made in business.

A)the pace of change
B)the difficulties found in sharing information
C)the opportunities for innovation
D)varying R&D budgets
E)increased regulation

Question 53

The ________ environment consists of laws,government agencies,and pressure groups that influence and limit various organizations and individuals.

A)natural
B)technological
C)social-cultural
D)economic
E)political-legal

Question 54

________ is the recognition for the importance of environmental issues facing the firm and the integration of those issues into the firm's strategic plans.

A)Nonrenewable resource
B)Corporate environmentalism
C)Multicultural awareness
D)Bipartisanism
E)Secondary belief

Question 55

The purpose of ________ legislation is to protect companies from unfair competition,to protect consumers from unfair business practices,and to protect the interests of society from unbridled business behavior.

A)business
B)consumer
C)bipartisan
D)activist
E)global

Question 56

All of the following have been cited by the text as being among Americans' core values EXCEPT ________.

A)belief in work
B)belief in getting married
C)belief in giving to charity
D)belief in being honest
E)belief in sexual permissiveness

Question 57

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.

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

Question 58

"Green marketing myopia" is a term used to describe the tendency to ________.

A)completely ignore environmental issues
B)regard environmental issues as too abstract to provide customer value
C)balance environmental concerns with other forms of customer value
D)overly focus on a product's greenness
E)none of the above

Question 59

Although core values are fairly persistent,cultural swings do take place.________ caused such a swing in the 1960s.

A)Ford Motor Company
B)George McGovern
C)G.I.Joe action characters
D)The infomercial
E)The Beatles

Question 60

People vary in their attitudes toward society and react accordingly.________ are a major market for movies,music,surfing,and camping.

A)Makers
B)Preservers
C)Escapers
D)Changers
E)Developers

Question 61

In marketing to ethnic groups,African Americans should be treated as a uniform group because of their shared heritage and homogeneous consumption patterns.

Question 62

Sales data are always unambiguous and clearly interpreted.

Question 63

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

Question 64

Companies with superior information enjoy a competitive advantage.

Question 65

According to the 2000 census,Latinos make up the largest minority in the United States with 13% of the total population.

Question 66

A marketing information system is developed from internal company records,marketing intelligence,and promotional models supplied by the marketing department.

Question 67

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

Question 68

Today,most firms are rather sophisticated about gathering information.

Question 69

According to principles found in database construction and usage,a "carpet bombing" mailing of a new offer is usually the most successful strategy.

Question 70

A megatrend has been described as being what follows all fads that stay on the market at least one year.

Question 71

Microenvironmental forces have been labeled as being "uncontrollable."

Question 72

Few consumers actually delete cookies frequently.When customers accept cookies,they expect customized marketing appeals and deals.

Question 73

Japan has one of the world's oldest populations.

Question 74

A growing population always means a growing market.

Question 75

One of the 10 significant megatrends that will impact marketing efforts in the future is increasing scrutiny on the role and behavior of big business.

Question 76

If a company were pursuing a policy of networking externally,it might collect competitors' ads or look up news stories about competitors.

Question 77

A style is unpredictable,short-lived,and without social or economic significance.

Question 78

The basis of cohort segmentation is that the occurrence of key defining moments while a person comes of age imprints core values that remain largely intact throughout life.

Question 79

Competitive intelligence gathering is inherently illegal and unethical.

Question 80

Population growth is highest in countries and communities that can least afford it.