Question 1

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

Accepted Answer

The microenvironment consists of factors that are closer to the company and directly impact its ability to serve customers, such as suppliers, competitors, and customers themselves. The larger societal forces are part of the macroenvironment.

Question 2

Marketers, more than any other group in the company, must be aware of the microenvironment and macroenvironment, tracking trends and seeking opportunities.

Accepted Answer

Marketers need to keep a close eye on both micro and macro environments to identify trends and opportunities in the market. The microenvironment includes factors within the company's immediate industry or market, such as competitors, suppliers, and distributors. The macroenvironment, on the other hand, includes broader societal and economic factors, such as cultural trends, economic conditions, and government regulations.

Question 3

The green movement will likely spark the least interest in which of the following?
recycling programs
environmentally sustainable strategies
social responsibility
Internet usage
biodegradability

Accepted Answer

The answer of The green movement will likely spark the...

Question 4

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage.Your firm takes a(n) ________ approach to the marketing environment.
reactive
proactive
adversarial
passive
team work

Accepted Answer

The answer of Assume that you are a manager at...

Question 5

Which of the following is an example of a core belief?
Marriage is important.
Canadians should display their patriotism.
The comforts of home are more important than entertainment outside of the home.
Extended warranties are never worth the money consumers pay for them.
Professionals should wear business clothes to work.

Accepted Answer

The answer of Which of the following is an example...

Question 6

A marketer of pesticides should be the least concerned about which of the following?
shortages of raw materials
increased pollution
increased government intervention
persistence of cultural values
chemical pollutants in the food supply

Accepted Answer

The answer of A marketer of pesticides should be the...

Question 7

Which of the following best explains why Gen-Xers who are parents tend to put family before career?
Gen-Xers were the first generation of latchkey kids.
Gen-Xers were minimally affected by the recent economic downturn.
Gen-Xers are more skeptical about marketing than members of other generations are.
Gen-Xers are not as educated as members of other generations are.
Gen-Xers do not face as many economic pressures as members of other generations do.

Accepted Answer

The answer of Which of the following best explains why...

Question 8

When the marketing manager Suzie Kwan discusses factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.

Accepted Answer

Suzie Kwan is discussing the marketing environment, which includes the external factors and forces that affect a company's ability to develop and maintain successful transactions and relationships with its target customers. The external marketing concept is not a recognized term in marketing; the correct term is the marketing environment.

Question 9

No single competitive marketing strategy is suitable for every company.

Accepted Answer

Every company has its own unique target market, product offerings, brand image, and competitive environment, which requires a specific marketing strategy tailored to its individual needs. There is no one-size-fits-all solution for every company.

Question 10

Consumer organizations such as environmental and minority groups that may question a company's marketing decisions are referred to as local publics.

Accepted Answer

Consumer organizations such as environmental and minority groups that may question a company's marketing decisions are referred to as general publics, not local publics.

Question 11

With an expected increase in ethnic diversity, marketers are likely to place a greater emphasis on ________.
geographic segmentation
differing advertising messages
mass marketing
"us and them" paradigms
tiered markets

Accepted Answer

The answer of With an expected increase in ethnic diversity,...

Question 12

Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma.Which of the following components of the political environment should Norma be least concerned with as her company begins to develop a marketing plan for the new product?
the department of Justice
the department of Agriculture
the Hazardous Products Act
the Fair Packaging and Labeling Act
the Food and Drug Act

Accepted Answer

The answer of Norma Bernanke is a marketer at a...

Question 13

Omar Kahn works for a distribution channel firm that helps several electronics companies find customers or make sales to them.Omar works for a reseller.

Accepted Answer

Omar works for a distribution channel firm that helps electronics companies find customers or make sales to them. This implies that he is a reseller who is part of the distribution channel that helps in the selling of electronics products.

Question 14

As an employee of Bonkers Enterprises, Brianna Chan markets wild and crazy games for teens to play at parties.Brianna's customer market is a business market.

Accepted Answer

Brianna's customer market is not a business market, but rather a consumer market (specifically, targeting teenagers who may purchase games for parties).

Question 15

Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies.

Accepted Answer

Marketing research firms, advertising agencies, media firms, and marketing consulting firms all provide various marketing services, and are collectively known as marketing services agencies.

Question 16

The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics.

Accepted Answer

The macroenvironment consists of external factors that are beyond the company's control, such as economic, demographic, technological, political, and cultural factors. The factors close to the company that affect its ability to service its customers are part of the microenvironment. These factors include suppliers, intermediaries, customers, competitors, and publics.

Question 17

Today's marketers should view their intermediaries as channels through which they sell their products rather than as full-fledged partners.

Accepted Answer

Today's marketers recognize the importance of intermediaries not just as channels for selling products but as partners in the distribution process, contributing to the overall value delivery network and enhancing the customer experience.

Question 18

Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute?
the migration toward urban and suburban areas
the move from rural to metropolitan areas
the increasing number of nontraditional households
the growing percentage of married couples who do not have children
the declining number of manufacturing workers

Accepted Answer

The answer of Which of the following demographic trends is...

Question 19

Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go.Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks.Wholesome Soups' new marketing campaign is most likely aimed at which of the following?
Baby boomers
Seniors
Gen Xers
Millennials
the SOHO market

Accepted Answer

The answer of Wholesome Soups, a maker of organic soups,...

Question 20

Which of the following forces would marketers most likely be able to influence?
geographic population shifts
core cultural values
income distribution
increasing ethnic diversity
media publics

Accepted Answer

The answer of Which of the following forces would marketers...

Quiz 4: Analyzing the Marketing Environment

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

Marketers, more than any other group in the company, must be aware of the microenvironment and macroenvironment, tracking trends and seeking opportunities.

The green movement will likely spark the least interest in which of the following? recycling programs environmentally sustainable strategies social responsibility Internet usage biodegradability

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage.Your firm takes a(n) ________ approach to the marketing environment. reactive proactive adversarial passive team work

A marketer of pesticides should be the least concerned about which of the following? shortages of raw materials increased pollution increased government intervention persistence of cultural values chemical pollutants in the food supply