Question 1

Screening criteria should be in quantitative form--based on factors such as profit and expected sales--so that they are objective and not subject to qualitative judgments and interpretations by different managers.

Accepted Answer

The product-market screening criteria include both quantitative and qualitative components. Screening criteria summarize in one place what the firm wants to accomplish, thus, marketing decisions are not just made or accepted based on intuition and gut feel.

Question 2

California is the state with the largest population, and Texas is a distant second.

Accepted Answer

As stated in Exhibit 3-5, California is the state with the largest population, and Texas is a distant second.

Question 3

Managers are now applying a new screening criteria, sustainability, that reinforces the importance of meeting present needs without compromising the ability of future generations to meet their own needs.

Accepted Answer

Many organizations now screen opportunities on sustainability, the idea that it's important to meet present needs without compromising the ability of future generations to meet their own needs.

Question 4

The median age in the United States increased from 30 in 1980 to 37 in 2010.

Accepted Answer

In 1980, the median age of the U.S. population was 30, but by 2010 the median age rose to 37.

Question 5

In the United States, the West and the South are growing faster than the Northeast and the North Central areas.

Accepted Answer

As stated in Exhibit 3-5, in the United States, the West and the South are growing faster than the Northeast and the North Central areas.

Question 6

Areas with small populations may still be attractive target markets for some firms--because there may be less competition.

Accepted Answer

There may be less competition in areas with small populations because larger companies won't locate in those areas.

Question 7

Because the cultural and social environment tends to change slowly, firms should try to identify and work with cultural attitudes rather than trying to encourage big changes in the short run.

Accepted Answer

Since changes in related cultural values and social attitudes come slowly, firms should monitor and anticipate such big changes and identify potential constraints and opportunities.

Question 8

In 1980, the median age of the U.S. population was 37.

Accepted Answer

In 1980, the median age of the U.S. population was 30.

Question 9

When evaluating opportunities, quantitative screening criteria help a manager decide what kind of opportunities to pursue.

Accepted Answer

The product-market screening criteria include both quantitative and qualitative components. The quantitative components summarize the firm's objectives: sales, profit, and return on investment (ROI) targets thus help a manager decide what kind of opportunities to pursue.

Question 10

Product-market screening criteria should be mainly quantitative in nature, because qualitative criteria are too subjective.

Accepted Answer

The product-market screening criteria include both quantitative and qualitative components.

Question 11

New York is the state with the largest population, and California is a distant second.

Accepted Answer

As stated in Exhibit 3-5, California is the state with the largest population, and Texas is a distant second.

Question 12

Because almost all of the world's population can read and write, international marketers have no problems in communicating with potential customers no matter where they live.

Accepted Answer

The Census Bureau estimates that 18 percent of adults (age 15 or older) in the world cannot read and write.

Question 13

Gen X's smaller size (compared to the baby boomer group) is a result of the baby bust.

Accepted Answer

The Gen X group fell mostly in the 30-44 age group and the 6.1 percent decline in its numbers between 2000 and 2010 was the result of the baby bust.

Question 14

Adoption of the Internet and cell phones is having its greatest impact in developing countries.

Accepted Answer

Adoption of cell phone and Internet usage varies across the globe. While penetration is still low in many of the poorest nations, those countries are experiencing very fast adoption rates.

Question 15

Changes in the cultural and social environment tend to come about quickly.

Accepted Answer

The demographic data show that changes in related cultural values and social attitudes come slowly.

Question 16

Gen Y is the result of the echo boom and its members are more techno-savvy than any other group.

Accepted Answer

Gen Y refers to those born from 1978 to 1994; this group emerged from the echo boom and grew up with technology.

Question 17

Countries where gross national income (GNI) per capita is low do not offer any opportunities for marketers.

Accepted Answer

Many managers, however, see great potential and less competition where GNI per capita is low.

Question 18

The baby bust helped make Gen X less educated than previous generations.

Accepted Answer

When the Gen X group reached college age, colleges were left with excess capacity and lost revenue. This helped make Gen X better educated than previous generations.

Question 19

Even though the more developed industrial nations don't have the largest populations, they do have the biggest share of the world's GDP.

Accepted Answer

The more developed industrial nations, including the United States, Japan, and Germany which do not have the largest populations, account for the biggest share of the world's GDP.

Question 20

Most changes in the cultural and social environment come slowly.

Accepted Answer