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Chapter 05

Analyzing the Marketing Environment

True / False Questions

1. By paying close attention to customer needs and continuously monitoring the environment in
which it operates, a good marketer can identify potential opportunities.

True False

2. When analyzing the immediate environment and the macroenvironment, marketers must be
careful to keep the firm at the center of all analyses.

True False

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3. Successful firms focus their efforts on satisfying customer needs that match their core
competencies.

True False

4. In the immediate environment, the competition has no effect on consumers.

True False

5. The three elements of the consumer's immediate environment are the company, competition,
and corporate partners.

True False

6. Demographics are transmitted by words, literature, and institutions from generation to

generation.

True False

7. Demographic profiles of customers provide an easily understood "snapshot" of the typical

consumer in target markets.

True False

8. As the euro becomes more expensive relative to the dollar, Americans are likely to purchase
more European wines.

True False

9. Macroenvironmental factors include the company, competition, and corporate partners.

True False

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10. The global spread of technology has eliminated all differences between cultures.

True False

11. Members of Generation Y share a strong emphasis on balancing work and life.

True False

12. Tweens rarely use any type of technology.

True False

13. The members of Generation X are also referred to as Digital Natives.

True False

14. One of the social trends discussed in the text that is shaping consumer values in the U.S. and
around the world is a concern about the vast disparity in income.

True False

15. When Marcia decided she couldn't afford to take a vacation this year, she went to the mall
and bought herself a bottle of her favorite expensive perfume instead. This behavior is
referred to as the "lipstick effect."

True False

16. Burger King no longer uses SpongeBob SquarePants to promote burgers and fries because
the character is no longer popular with young children.

True False

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17. Socially responsible marketing is defined as a strategic effort by firms to supply customers
with environmentally friendly merchandise.

True False

18. The term "time-poor society" refers to the lack of leisure time people have today.

True False

19. By 2015, people will access the web more often through smartphones than through laptops
and desktops combined.

True False

20. Inflation refers to the cost of borrowing money.

True False

21. The 1890 Sherman Antitrust Act prohibited monopolies and other activities that would
restrain trade or competition.

True False

Multiple Choice Questions

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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
22. By paying close attention to customer needs and continuously monitoring the environment in
which it operates, a good marketer can

A. avoid cognitive dissonance.

B. identify potential opportunities.

C. implement just-in-time marketing promotions.

D. create new demographic groups.

E. all of these

23. As a retail clothing store manager, Randy frequently asks his staff what customers are saying
and what they are asking for. He also attends the quarterly clothing show at the regional
merchandise mart. Randy's efforts will likely help him to

A. avoid cognitive dissonance.

B. implement just-in-time marketing promotions.

C. identify potential opportunities.

D. avoid the need to understand regional culture.

E. all of these.

24. The factors in the immediate marketing environment include the actions of the

A. company.

B. company's competitors.

C. company's corporate partners.

D. all of these

E. none of these

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25. The centerpiece of the Marketing Environment Analysis Framework is

A. green marketing.

B. corporate partners.

C. culture.

D. competitive intelligence.

E. consumers.

26. A firm's macroenvironment includes all of the following EXCEPT

A. competition.

B. culture.

C. demographics.

D. economics.

E. political/legal issues.

27. The center of all marketing efforts is

A. profits.

B. the consumer.

C. corporate social responsibility.

D. top management.

E. the firm.

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28. As director of a small art gallery, one of Frederica's major concerns is the preferences of the
people who buy her artists' work. Frederica recognizes that the center of her marketing
efforts is

A. profits.

B. her target customers.

C. artistic social responsibility.

D. competing art galleries.

E. the arts movement.

29. One of the goals of value-based marketing is

A. to provide the greatest value for the least profit.

B. to sell products for the highest possible price.

C. to offer greater value than competitors offer.

D. to determine the value of the brand.

E. to sell to all consumers, regardless of their needs.

30. Ryan knows that one of the goals of value-based marketing is to provide greater value to
consumers than competitors offer. To accomplish this goal, Ryan's firm must look at
everything it does

A. in order to value each person in the organization.

B. for each generational cohort.

C. to avoid cultural clashes.

D. from a customer's point of view.

E. to sensitize organization members to ethical values.

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31. Yvonne knows her firm must look at everything they do from a consumer's point of view. One
major difficulty is that a consumer's __________ change(s) over time.

A. ethnic background

B. needs, wants, and ability to purchase

C. culture

D. just-in-time processes

E. all of these

32. Select the statement that best describes the key traits of Generation Y.

A. This generation puts a strong emphasis on work/life balance and are experts at using
various media forms.

B. This generation mostly uses the Internet for the purposes of checking email, the news, and
the weather.

C. This generation focuses on healthcare and wellness services.

D. This generation was the first generation of latchkey children.

E. This generation—including its oldest members—has had access to the Internet for their
entire lives.

33. When an office supply store offers self-check-out, extended hours at its stores, and online
shopping with next day delivery, it is trying to address what type of concern?

A. Time-poor society

B. Greener consumption

C. Health and wellness

D. Privacy concerns

E. Tech savvy

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34. When you register your telephone number with the Do Not Call Registry, you are responding
to a need for

A. privacy.

B. enhanced information flow.

C. lower phone bills.

D. marketing contact.

E. tactical communication skills.

35. In the immediate marketing environment, one key factor that affects the consumer is

A. demographics.

B. cultural values.

C. social trends.

D. the firm itself.

E. technological advances.

36. Successful firms focus their efforts on satisfying customer needs that

A. are easiest to satisfy.

B. provide minimal core value.

C. are important to all generational cohorts.

D. competitors have tried and failed to satisfy.

E. match their core competencies.

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37. The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even
presidents and dictators from around the world flew to the Mayo Clinic to utilize its services.
The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville,
Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying
customer needs that

A. are easiest to satisfy.

B. provide minimal core value.

C. are important to all generational cohorts.

D. competitors have tried and failed to satisfy.

E. match its core competencies.

38. When evaluating competitors, marketers need to assess competitors'

A. strengths.

B. weaknesses.

C. likely reaction to marketer's activities.

D. all of these

E. none of these

39. Yuri is considering a new promotional campaign in which he will compare his products to
those of his competitors. Before initiating the promotional campaign, Yuri will likely assess
his competitors' strengths, weaknesses, and

A. likely reaction to Yuri's promotional activities.

B. demographics.

C. just-in-time processes.

D. satisfaction quotient as perceived by customers.

E. ethical values.

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40. The firms that work along with the focal firm to provide goods and services to consumers are
viewed as

A. cultural cohorts.

B. corporate partners.

C. cartels.

D. cooperatives.

E. customers.

41. Firms that provide materials, transportation, advertising, accounting, and other goods and
services, helping a firm create value for its customers, are called

A. cultural cohorts.

B. corporate partners.

C. cartels.

D. cooperatives.

E. customers.

42. The difference between a firm's immediate marketing environment and its macroenvironment
is that the macroenvironment is

A. external.

B. easier to understand.

C. easier to control.

D. the same as the immediate environment.

E. fundamental to creating core competency.

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43. The shared meanings, beliefs, morals, values, and customs of a group of people constitute
their

A. social concerns.

B. culture.

C. demographics.

D. generational cohorts.

E. religion.

44. Political candidates are notorious for appealing to the different beliefs and values of groups
of potential voters in different areas of the country. These politicians are appealing to
differences in

A. popular culture.

B. regional culture.

C. demographics.

D. generational cohorts.

E. country culture.

45. Insight Guides, a line of travel books, provides travelers with background information about
the people's beliefs, values, and customs. Insight's books educate travelers about a country's

A. social concerns.

B. political parties.

C. demographics.

D. generational cohorts.

E. culture.

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46. When studying culture, the challenge for marketers is to determine whether culture

A. can help to identify a particular group that might be interested in the marketer's products.

B. is regional or subregional.

C. reinforces stereotypes.

D. is related to educational achievement.

E. offers opportunities for competitors.

47. Marketers have learned that culture influences __________ consumers buy.

A. what

B. how

C. where

D. when

E. all of these

48. Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans
purchased all the American flags Walmart stores had available, nationwide. These purchases
were indicative of

A. regional culture.

B. generational cohort characteristics.

C. country culture.

D. a red/blue marketing campaign.

E. urban demographics.

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49. The United States has often been called the "melting pot" society, integrating people from
many different cultures into the social fabric of the country. The challenge for marketers is to
determine whether a group's culture

A. is socially important.

B. is passed from generation to generation orally or by written guides.

C. competes with or complements U.S. traditional culture.

D. can be used as a relevant identifier for a particular target group.

E. is an important immediate marketing environment variable.

50. Identifiable elements of a country's culture include

A. dress.

B. symbols.

C. ceremonies.

D. language differences.

E. all of these.

51. When considering the use of a radio commercial in England that was designed for U.S.
markets, a marketer would likely need to consider which of the following aspects of culture
that might be different between the two countries?

A. dress

B. symbols

C. demographics

D. language

E. social trends

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52. In New England foot-long sandwiches are called "grinders" while in many other parts of the
country they are called "subs." This is an example of the impact of

A. regional culture.

B. country culture.

C. generational factors.

D. social trends.

E. regulatory factors.

53. The shift of population from the "Rust Belt" in the North to the "Sun Belt" in the South and
Southwest will likely

A. decrease national cultural identity.

B. reduce regional cultural differences.

C. make it difficult to collect demographic information.

D. create a demand for a new generational cohort.

E. all of these

54. Typical demographic data include

A. gender.

B. income.

C. race.

D. geographic region.

E. all of these.

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