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Chapter 3 Analyzing the Marketing Environment

GENERAL CONTENT: Multiple-Choice Questions 1. Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management s ability to build and maintain successful relationships with target customers? a. the marketing environment b. strategic planning c. target markets d. the marketing mix e. none of the above 2. You are directed to study the actors close to the company that affect its ability to serve its customers departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the green movement e. the global environment 3. You are directed to study the factors that are larger societal forces that affect your company demographic, economic, natural, technological, political, and cultural. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the marketing mix e. the global environment 4. Which of the following is not a type of factor in a company s macroenvironment? a. demographic b. economic c. technological d. competitors e. political 5. All of the groups within a company are called the ________. a. culture b. diversity c. internal environment d. climate e. range 6. Which type of organization helps companies to stock and move goods from their points of origin to their destination? a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers e. suppliers 1

consumer e. business b. reseller c. What is her market? a. an organizations ability to achieve its objectives. markets d. Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. wholesalers 8. or impact on. wholesale d.Part 2: Understanding the Marketplace and Consumers 7. and editorial opinions about your area is which type of public? a. retail 10. marketing service agencies d. Rachel Patino works for a wholesale company called Distributors Unlimited. marketing department 13. financial intermediaries b. Which of the following is not an example of a public that is part of a company s marketing environment? a. intermediaries 12. reseller c. publics e. financial 2 . resellers e. a. insurance companies. She is responsible for buying and selling goods at a profit to small retailers. business b. and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. physical distribution firms c. marketing intermediary 9. business b. credit companies. media c. wholesale d. What type of market does Percy Original cater to? a. a. consumer e. A radio station that carries news. A companys marketing environment includes various ________ that are made up of groups that have an actual or potential interest in. citizen-action e. financial b. features. government d. retail 11. Which type of market buys goods and services for further processing or for use in the production process? a. consumer e. teams b. reseller c. audiences c. government d. Banks.

tweens e. government d. Which environment is being researched? a. the baby boomers c. teens d. seniors b. general b. The most commercially influential American demographic group today is ________. age.Chapter 3: Analyzing the Marketing Environment b. A consumer organization. This is the ________ pu blic. e. managers. a. toddlers 18. Generation X b. psychographic c. local public d. location. or minority group has challenged your firms stand on a local issue. a. media citizen-action local regional 14. citizen-action e. mobility of people c. The three largest age groups in America are the baby boomers. demographic b. environmental group. the infants 19. the seniors e. local c. density. Research has shown that the most important demographic trend in the United States is the ________. and members of the board of directors are all part of a company s ________. market public 16. a. Generation Xers. increase in professional jobs e. economic d. Millennials c. internal public c. aging population 3 . general public b. c. Your marketing department is currently researching the size. media 15. slowing birth rate d. a. a. cultural 17. Workers. geographic e. the Millennials d. and ________. and occupations of your target market. intermediary public e. d. changing age structure of the population b.

Part 2: Understanding the Marketplace and Consumers 20. and responds favorably to socially responsible companies? a. the elderly 26. baby boomers e. 22. There are more Gen Xers than Millennials. 1960 c. d. Which of the following descriptions most accurately characterizes Millennials? a. b. b. d. baby busters d. 1980 21. They have graduated from college and are taking over positions of power in the business world. Millennials c. They are uninterested in adapting new technologies. They have reached their peak earning and spending years. 24. Baby boomers e. e. Baby busters 25. b. Which demographic group has created large tween and teen markets? a. 1970 e. teenagers 23. They are aging and slowing down. 1964 d. They hold 75% of the countrys financial assets. They are less ethnically diverse than Gen Xers. Which of the following descriptions most accurately characterizes the baby boomers? a. Which demographic group is also referred to as the echo boomers? a. They were once labeled the MTV generation. Generation X b. Millennials c. They are past their peak earning and spending years. e. Millennials c. They grew up during times of great economic growth. Generation Y d. They are a shrinking market for new housing and home remodeling. c. Which of the following descriptions most accurately characterizes Gen Xers? a. They are more interested in acquiring goods than having experiences. They are children of baby boomers. c. c. e. They rarely research a product before purchasing it. baby boomers e. Generation X b. Baby boomers were born between the years 1946 and _____. 4 . a. cares about the environment. They were the first generation of latchkey kids. Generation X b. Generation Z d. d. Which demographic group has a relatively cautious economic outlook. 1954 b.

40 percent c. women working outside of the home 30. women staying at home with their children b. female-dominant 31. digital. Millennials c. and Internet technology? a. Large. 59 percent 32. Over the past two decades. traditional e. population has shifted toward the ________ states. nontraditional b. baby boomers 28. life stage e. suburbs c. Western c. lifestyle. 46 percent e. Defining people by their birth date may be less effective than segmenting them by their ________ or ________. micropolitan areas b. Traditional. Midwestern b. income. gender. Which demographic group is characterized by a total fluency and comfort with computer. the West d. 43 percent d. _____ households are now growing faster than ________ households. a. lifestyle.S. Which of the following demographic groups has not seen a percentage increase in the past 50 years? a. nontraditional households d. Americans are very mobile. smaller d. a. Which of the following geographical areas has not seen a recent population increase? a. Northeastern 33. sexual preference 29. Nontraditional. the elderly d. Generation Z e. a.Chapter 3: Analyzing the Marketing Environment 27. life stage d. traditional c. Nontraditional. 35 percent b. Male-dominant. a. occupation b. nonfamily households e. women made up 30 percent of the workforce. occupation c. the U. Generation X b. Sunbelt d. occupation. In 1950. men staying at home with their children c. now they make up ________. Southeastern e. the Northeast 5 .

restaurant employees 39. relax c. Because of increasing ________. Over the past 50 years. a. coastal towns 35. SOHO c. levels of education d. and Internet services. which of the following groups of workers has become smaller? a. 6 . family size c. service d. rural populations will offer an expanding market c. a. farming communities b. geographic segmentation may be less critical b. white collar b. and fax machines. income b. buy d. magazines. social class awareness e. the South 34. Which of the following is an accurate statement about the diversity of the American population? a. Americans will demand higher quality products. crime rates in metropolitan areas will increase 36. Internet access. African Americans represent the largest non-white segment of the population. travel. contract 38. a. telecommuters e. a. personal computers. blue collar c. mobile d. communicate 37. a. eat b. Nearly 10 percent of American workers are working out of their homes with technological conveniences such as PCs. In the 1950s the American population began moving from large cities to ________. These workers are referred to as the ________ market. ethnic diversity 40. micropolitan areas may offer the same advantages as metropolitan areas d. marketers can most reasonably assume that ________. Population shifts interest marketers because people in different regions ________ differently. foreign countries d. books. rural areas c. suburbs e. congested areas may become more ensnarled e.Part 2: Understanding the Marketplace and Consumers e. As more and more Americans are moving to micropolitan areas. work-at-home e. act e. telecommuter b.

natural 46. Gen Xers b. own a notebook computer. American ethnic populations are expected to slowly increase in the next few decades. political c. gay. adults with disabilities b. Sunbelt states residents e. TV commercials. mainstream advertising e. promotions d. d. Members of which of the following groups are more likely than the general population to have professional jobs. In terms of ethnic diversity. targeted advertising messages c. bisexual. products. promotions c. mass marketing d. the United States is about average in comparison to other countries with populations of a comparable size. services b. marketers are likely to place a greater emphasis on ________. the LGBT (lesbian. e. A country with a(n) ________ economy consumes most of is own agricultural and industrial outputs and offers few market opportunities. The ________ environment consists of factors that affect consumer purchasing power and spending patterns. c. 41. services. a. labeling e. technological d. geographic segmentation b. With an expected increase in ethnic populations. More than 12 percent of people living in the United States were born in another country. markets 42. services. cause-related marketing 43. baby boomers d. own a vacation home. a. gays and lesbians c. industrial b. The diversity segment of ________ is expected to grow as a result of the aging baby boomer population.Chapter 3: Analyzing the Marketing Environment b. echo boomers e. a. environmentalists 44. cultural b. Many large companies now target specially designed ________ and ________ to ethnic groups in the United States. technological d. and own individual stocks? a. The Asian American percentage of the population is expected to remain steady in the next 50 years. a. service c. economic e. a. advertising. Hispanics c. subsistence 7 . and transgender) community 45. Asians d.

reasonable quality at a fair price e. housing. green movement e. The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. high quality at a high price b. food. Value marketing is the strategy of offering consumers ________. luxury quality at a high price c. transportation e. middle class c. clothing b. increasing household expenses d. Ernst Engels laws generally have been supported by recent studies. the percentage spent on ________ declines and the percentage spent on ________ remains about constant. a. food. savings 52. taxes. the Environmental Protection Agency (EPA) 8 . taxes c. food. recreation/entertainment c. Which of the following factors has not contributed to todays age of the squeezed consumer ? a.Part 2: Understanding the Marketplace and Consumers e. travel. factors of production 53. debt repayment c. natural environment c. raw material market b. rising incomes in the upper class b. food. endangered environment d. food. upper class b. insurance. a. lesser quality at a low price d. underclass 50. little quality at a low price 49. Which economic group is somewhat careful about its spending but can afford services and goods seen as part of the good life some of the time? a. clothing. food. working class d. retirement planning b. Which of the following American government agencies is charged with setting and enforcing pollution standards? a. rural 47. recreation/entertainment. housing e. savings for retirement 48. savings for college tuition e. transportation d. He discovered that as family income rises. Which of the following groups of expenses uses up most household income? a. housing. housing. a. lower class e. savings 51. housing. transportation d.

Companies that do not keep up to date with the ________ environment may miss new product and market opportunities and find their current products outdated. deregulation e. the Federal Trade Commission (FTC) the Food and Drug Administration (FDA) the Consumer Product Safety Commission the Federal Energy Regulatory Commission 54. This is the ________ environment. the green movement d.Chapter 3: Analyzing the Marketing Environment b. the United States 58. socio-legal b. economic 59. the EPA b. minimal regulation b. political c. Sweden d. Germany c. e. maximum regulation c. cultural c. at least some regulation e. Which of the following represents the most dramatic force shaping a modern marketer s destiny? a. partnership marketing 56. intermittent regulation d. the black market c. and pressure groups that influence or limit various organizations and individuals in a given society. England b. the political environment d. demographic 57. Japan e. political d. deregulation e. Which country leads the world in research and development spending? a. Even the most liberal advocates of free-market economies agree that the system works best with ________. What movement has encouraged marketers to pursue environmentally sustainable strategies? a. Marketers should be aware of laws. d. the natural environment c. legal-technological e. the technological environment b. government agencies. a. a. economic e. a. no regulation 9 . c. natural b. technological d. green intervention 55.

and to ________. privacy policy e. a. false advertising c. privacy d. Child Protection Act c. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ________ and ________. management ethics. a. protect the interests of society b. threaten the American domestic economy 61. ethics. a response to customer needs 10 . theft 66. ethics. you should be aware that legislation affecting business around the world will continue to ________. exist b. decrease e. ethics e. promotion. core value system 65. promote social responsibility 63. Commercial Product Act d. a. pricing 64. Childrens Television Act e. a. Cause-related marketing is ________. discretion in enforcing regulations d.Part 2: Understanding the Marketplace and Consumers 60. pornography b. As marketing manager for Laser Industries. employee discrimination d. a. Childrens Online Privacy Protection Act b. The primary concern with the boom in e-commerce and Internet marketing is ________. increase world trade d. finances. regulate prices c. remain steady d. A company or associations ________ is designed to help guide responses to complex social responsibility issues. a. The legislation created to limit the number of commercials aired during childrens programming is called the ________. code of ethics b. Consumer Product Safety Act 62. social responsibility c. to protect consumers. cause-related marketing c. insider trading e. regulate monopolies e. Business legislation has been created for three basic reasons: to protect companies from each other. increase c. a. promotion responsibility b.

and behaviors are all part of its ________ environment. persistence b. ashamed d. nature. a primary form of environmental awareness a primary form of corporate giving a response to corporate political problems an attempt to influence customers core beliefs 67. adventurous experiences 71. a. Watching the cultural trends of how people view organizations. trustful e. e. a. cultural c. ethnocentrism e. similarity d. observers have noted that todays employees tend to be less loyal to and ________ of employers. and the universe. A and B 72. entertaining at home instead of going out c. loyalty b. Since September 11. A societys ________ are expressed in how people view themselves. observers have noted an increased interest in ________. a. confident b. public policies e. A societys basic values. distrust d. d. social b. socializing with co-workers b. conformity 69.Chapter 3: Analyzing the Marketing Environment b. rigidity c. organizations. a. demographics d. marketers have capitalized on the increased ________ of Americans. belligerence 11 . Marketers should understand that a societys core beliefs and values have a high degree of ________. political d. foreign intolerance e. respectful c. natural 68. social codes b. cultural-economic e. do-it-yourself projects e. perceptions. Watching the cultural trends of how people view others. cultural values c. preferences. a. society. economies 70. patriotism d. patriotism c. a. c.

advertising agencies. and marketing consulting firms are all referred to as marketing services agencies. such as demographic. 79. Levels of patriotism fluctuate rapidly. environmental perspective b. economic. such as suppliers. natural perspective d. she is talking about the external marketing concept.Part 2: Understanding the Marketplace and Consumers 73. political. tracking trends and seeking opportunities. Trudie works for a reseller. the fine arts c. relationship building perspective True/False 75. and publics. Todays marketers must successfully build relationships to connect effectively with customers. Few marketers currently use this technique. Some cultural forecasters have noted a renewed American interest in ________. Todays marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as full-fledged partners. others in the company. Which of the following is a potential downside to using patriotic themes in marketing programs? a. c. Marketers. 82. The microenvironment consists of larger societal forces that affect a company. The macroenvironment consists of the factors close to the company that affect its ability to service its customers. 78. spirituality e. customer markets. must be aware of the microenvironment and macroenvironment. 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. 81. Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. 76. Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their marketing environments. competitors. Patriotism has been on the decline in the past decade. b. media firms. reforming society 74. and cultural forces. more than any other group in the company. a. 12 . d. a. 77. natural management perspective e. proactive stance c. and external partners. Such promotions can be viewed as attempts to gain from others triumph or tragedy. dominating and taming nature b. 80. Marketing research firms. Americans are less confident in political organizations. e. work as a source of satisfaction and self-definition d.

As baby boomers reach their peak earning and spending years. 84. 95. and decreased government intervention. Brianna s customer market is a business market. and people make up markets. Environmental concerns have been on the decline in the past decade. 100. Gen Xers are now displacing the lifestyles. Millennials comprise the most commercially influential demographic group in American history. increased pollution. The demographic environment is of major interest to marketers because it involves people. Most household income is used up in purchasing food.Chapter 3: Analyzing the Marketing Environment 83. The introduction of new technologies is beneficial to all industries. and transportation. they become markets for high-ticket items. 94. 92. Brianna Jones markets wild and crazy games for teens to play at parties. Companies in several industries are now waking up to the needs and potential of the gay and lesbian segment of the population. 88. more government legislation and the green movement may be the cause of this trend. Diversity in America is increasing. 86. 99. 97. Marketers must increasingly consider the needs of traditional households because this segment of the population is growing more rapidly than nontraditional households. 13 . housing. The American workforce today is better educated and more white-collar than it was a generation ago. Once thought of as slackers. as new markets and opportunities are created. 91. and successful marketers are increasingly diversifying their marketing programs to appeal to different segments of the population. consumers tend to spend a larger percentage of income on savings as income rises. and materialistic values of the baby boomers. culture. No single competitive marketing strategy is best for all companies. 98. 89. 90. 93. 87. 85. According to Engels laws. Millennials represent a larger demographic segment than the baby boomers or Gen Xers. As an employee of Bonkers Enterprises. Consumer organizations such as environmental and minority groups that may question a company s marketing decisions are referred to as local publics. Recent shifts in where people live have led to shifts in where people work. The single most important demographic trend in the United States that marketers should understand is the changing family structure. 101. Significant trends in the natural environment include shortages of raw materials. 96.

a marketing service agency d. resellers b. and Millennials on todays marketing strategies. The two businesses are examples of ________. LandPort Transportation and Omega Warehousing move and store the products your company sells. Why is the technological environment such a dramatic force in todays market? 112. In a short essay. 107. Who are the major players in a companys microenvironment? What roles do they play? 106. Essay 105. a financial intermediary b. 103. marketing intermediaries d. When a company hires lobbyists to influence legislation affecting its industry. Currently. 104. Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. Generation X. it is taking a reactive approach to the marketing environment. Cause-related marketing is a slowing trend as companies have abused the practice. 109. Who is Diegos employer? a. 114. In the cultural environment. a physical distribution firm c. What are the major trends in todays natural environment? How do these trends affect companies? 111. using it more to increase sales than to support worthwhile causes. Explain the impact of the baby boomers. a. What is the cultural trend in how people view nature? How does this affect marketers? APPLICATION CONTENT: Multiple-Choice Questions 115. core values and beliefs and secondary values and beliefs differ in that the former are more open to change. marketing services agencies c. What is cause-related marketing? Give two examples of the practice and explain why companies participate in cause-related marketing. Describe the consumer segments based on income distribution in the United States. differentiate between the basic marketing intermediaries. geographic segments 116. a reseller 14 . 110.Part 2: Understanding the Marketplace and Consumers 102. 113. How can marketers use information about the demographic environment? 108. physical distribution firms e. Describe the three main reasons that business legislation is enacted.

cause-related marketing d. c. Millennials c. Geographic shifts in population. 122. to perform in the overall value delivery system e. the lesbian. Changing lifestyles. to help finance operations c. _____ may impact product demand at McDonalds more than ________. micropolitan populations e. recognizing an increasing Asian market b. the apparel industry e. A marketing program promoting small/home business and technological support services would most likely target which growing demographic segment? a. blue-collar workers 120. which of the following are marketers likely to consider the least important? a. telecommuters c. An increased white-collar population. the increasing gay and lesbian market c. gay. a. a better educated population 121. In considering the changing American family. and transgender community d. adults with disabilities e. increased demands will most likely be evident in ________ in th e coming years. The program involves emphasizing the environmentally and socially responsible actions of the company. Noora Delange is helping her company develop a marketing program for a new product line. Baby boomers are hitting retirement age. The green movement. If baby boomers are predictors of where product and service demand will be. More people are having only one child. university enrollment b. all of the above 118. to assist with promotional efforts d. Millennials b. Traditional households are growing rapidly. Married couples with children make up less than 25% of the nations households. In what way(s) might the Florida Citrus Growers rely on marketing intermediaries? a. The number of stay-at-home fathers has increased in the past 20 years. financial services d. to provide speed in delivering products to consumers b. Gen Xers b. nontraditional households d. the automobile industry 119. d. beer and wine c. e. baby boomers 15 . The marketing program is most likely to designed to appeal to which of the following demographic groups? a. b. a. a green marketer 117. geographic shifts in population e.Chapter 3: Analyzing the Marketing Environment e. bisexual. Recognizing people with disabilities.

marketers may place a greater emphasis on ________. laws enforced by the Federal Trade Commission d. 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? a. environmentally sustainable strategies c. the Fair Packaging and Labeling Act e. recycling programs b. gay. Chet Hoffmans chain of travel agencies has identified the lesbian. shortages of raw materials b. chemical pollutants in the food supply 126. and transgender community as a growing market that spends an increasing percentage of its income on travel. persistence of cultural values e. As indicated in the chapter opener. develop a presence on social networking sites b. social responsibility d. increased pollution c. the National Traffic and Safety Act 128. tiered markets 125. political 16 . increased government intervention d. place specially-targeted ads in gay-themed publications e. geographic segmentation b. sponsor social events in metropolitan areas 124. With an expected increase in ethnic diversity. economic d. you should be concerned about all of the following natural environment trends mentioned in your text except ________. Internet usage e. cultural e. approval from the Food and Drug Administration (FDA) b. natural c. Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma. technological b.Part 2: Understanding the Marketplace and Consumers 123. bisexual. change in the ________ environment has impacted the marketing strategy at McDonalds the most. state laws regulating advertising of pharmaceuticals c. differing advertising messages c. us and them paradigms e. As a marketer of pesticides. Which of the following would be the least effective component of a marketing plan for Chet to take advantage of this opportunity? a. a. biodegradability 127. implement a mass marketing campaign d. The green movement will likely spark the least interest in which of the following? a. a. mass marketing d. position his agency as focused on specialized experiences c. a.

a. b. core e. media consultants 134. income distribution d. The fragility of nature should be admired. core cultural values c. a. traveling to Asia 132. nature 133. primary d. Consumers undertaking which of the following would be least likely to be identified as Adventurers by the Yankelovich Monitor? a. taking a cruise b. what would it be? 17 . Marriage is important. hiking the Grand Canyon e. Assume that you are a manager at a firm that takes a proactive approach to the marketing environment. having a home entertainment center installed d. none of the above 130. a. You discovered that ________ beliefs and values are open to change in this country. Professionals should wear business clothes to work.Chapter 3: Analyzing the Marketing Environment 129. lawyers c. Increased marketing of home amenities such as high-end barbeques. others c. simple b. themselves b. Americans should display their patriotism. mediators b. c. If there is one overall lesson to be learned in the opening McDonalds scenario. Your company is making negotiations to enter a market in Lower Albania. e. public relations specialists e. lobbyists d. society d. 131. media publics Short Answer 135. Which of the following forces would marketers be most likely able to influence? a. hot tubs. You would hire ________ to influence legislation affecting the firms industry to its advantage. d. The comforts of hearth and home are more important than entertainment outside of the home. geographic population shifts b. taking up a new sport c. and home entertainment centers has most likely been spurred by Americans changing views of ________. organizations e. secondary c. increasing ethnic diversity e. Which of the following is an example of a core belief? a.

List two areas in which this may occur. why is the United States today more accurately characterized as a salad bowl than a melting pot? 145. Briefly explain the following statement: The distribution of income has created a tiered market. 142. Based on your textbooks description of Toyotas marketing approach for Scion. 148. 151. How have Chinas regulations over the past generation limiting family size to one child per couple affected businesses? 138. In terms of ethnic and racial makeup. How have large retailers such as Wal-Mart changed the dynamics behind partnering with resellers? 137. How do baby boomers today differ from previous generations as they neared and reached their sixties? 139. Why have companies such as IBM and Levis targeted the lesbian. What is the difference between a core belief and a secondary belief? 154. bisexual and transgender community with specifically tailored marketing efforts? 146. such as increased pollution and shortages of raw material? 149. What are two potential drawbacks of creating separate products and marketing programs for each generation? 141. Why might marketers want to target segments of the population based on lifestyles rather than age groups? Give two characteristics of the American family that depict its nontraditional nature. How might geographic shifts in population impact marketers? 144. 147. Explain the controversy surrounding cause-related marketing. 153. what are some components of a successful marketing program aimed at Millennials? 140. How might a marketer act in a socially responsible way toward the general public? 152.Part 2: Understanding the Marketplace and Consumers 136. Why has a growing portion of the American population shifted to micropolitan areas? 143. Briefly explain why Americans amassed record amounts of debt in the 1990s and why the free-spending trend has ended. What is meant by the green movement? 150. gay. Why might it be beneficial for marketers to help develop solutions to problems facing the natural environment. One purpose of government regulation is to protect consumers from unfair business practices. Why is it important for marketers to understand peoples views of themselves? 18 .

are evident in this scenario? 159. skiing and fast speed boats became all the rage. Casey said. As time passed. but we couldnt survive a whole year on four months of profit. The Landing was an immediate hit with weekend lake visitors and local residents alike. the aura surrounding Witmer Lake and the neighboring lakes became upscale. What demographic forces have likely influenced the recent upscale aura of the area surrounding Witmer Lake? 161. What are two examples of social responsibility that Casey could embrace in an effort to offset that negativity? 162. soft drinksat The Landing. however. which were built as cottages in the 1950s and 1960s. Casey started to realize that the grocery area in The Landing could not compete with larger local retailers. What macroeconomic forces have impacted The Landing the most in the long run? 157. were being remodeled into year-round homes. What political forces. Casey converted the diner atmosphere of The Landing into a bar with a lounge area. How has the baby boom population impacted business at The Landing in the past four decades? 160. Many of the cottages were being inherited by children and grandchildren of the original owners. but it was the only way we could maintain a strong. transforming the bait shop and grocery into a restaurant with a full menu typical of any diner. snacks. the days of small motor boats and 10 mile-per-hour speed limits were gone. bait. Casey said. And The Landing continued to attract flocks of patrons. snowmobilers and ice fishermen were lured to The Landing for a snack and hot coffee or hot chocolate. He eventually enlarged the sandwich counter. At this point. fishing licenses. As the 1990s approached. What possible shifts in cultural values may once again impact Caseys mission at The Landing? 163. In the 1980s. I still had a summer crowd that relied on us for their fishing needs. Even during the winter months. Some of the older patrons of The Landing have spoken negatively about the conversion of the diner into a bar.Chapter 3: Analyzing the Marketing Environment Scenario Casey Brickly opened The Landing on the north shore of Witmer Lake in 1962. business wasnt growing. boaters parked at the piers and bought all their lake needsrods and reels. the business changed and grew tremendously. What microeconomic forces have impacted The Landing the most? 156. if any. Once again. Casey admitted. The change might have been too drastic. Getting rid of the bait shop was hard to do. a vast number of the current owners could afford to live closer to their jobs while maintaining lake homes. Which macroeconomic force may be most responsible for The Landings 43-year survival? 158. In the summer. As local competition continued to increase. 155. I could see that people were spending more on their speed boats than what they had originally paid for their cottages! Casey exclaimed. the scene started to change as many of the lake houses were used only as weekend lake homes. By the end of the 1970s. With a sandwich counter on one side and a bait shop and grocery on the other. year-round business in spite of the population shifts and competitive forces. Unlike the previous generation. What was formerly a weekend tourist area gradually became a year-round residential area. What might allow Casey Brickly to now take a more proactive stance in responding to the marketing environment? 19 . Many of the houses.