CHAPTER 3

CRS Questions & Answers

THE MARKETING
ENVIRONMENT
 Which of the following is NOT an actor within the
microenvironment?
1. Cultural forces
2. The company
3. Suppliers
4. Marketing intermediaries

Copyright 2007, Prentice-Hall Inc. 3-2

 Which of the following is NOT an actor within the
microenvironment?
1. Cultural forces
2. The company
3. Suppliers
4. Marketing intermediaries

Microenvironmental actors are close to the company and

affect the firm’s ability to serve its customers. Cultural
forces influence the macroenvironment.

Copyright 2007, Prentice-Hall Inc. 3-3

 Your firm receives a letter from the NAACP that
expresses the organization's concern over the
failure of consumer-products firms to market
actively to African Americans. To which of the
following publics should your company respond?
1. Local 
2. Financial 
3. Citizen action 
4. Government

Copyright 2007, Prentice-Hall Inc. 3-4

 Your firm receives a letter from the NAACP that
expresses the organization's concern over the
failure of consumer-products firms to market
actively to African Americans. To which of the
following publics should your company respond?
1. Local 
2. Financial 
3. Citizen action 
4. Government

The NAACP is one of many citizen action groups

which may question a firm’s marketing efforts.

Copyright 2007, Prentice-Hall Inc. 3-5

 You and your marketing team must develop a
plan to sell new furnace equipment to steel
manufacturers. This plan targets which of the
following customer markets?
1. Business market 
2. Consumer market 
3. International market 
4. Government market

Copyright 2007, Prentice-Hall Inc. 3-6

 You and your marketing team must develop a
plan to sell new furnace equipment to steel
manufacturers. This plan targets which of the
following customer markets?
1. Business market 
2. Consumer market 
3. International market 
4. Government market

Business markets buy goods and services for further

processing or for use in their production process.

Copyright 2007, Prentice-Hall Inc. 3-7

 To sell this furnace equipment more effectively,
your team might seek the assistance of all of
the following marketing intermediaries EXCEPT:
1. Resellers
2. Financial institutions
3. Physical distribution firms
4. Suppliers

Copyright 2007, Prentice-Hall Inc. 3-8

 To sell this furnace equipment more effectively,
your team might seek the assistance of all of
the following marketing intermediaries EXCEPT:
1. Resellers
2. Financial institutions
3. Physical distribution firms
4. Suppliers

Suppliers provide the resources needed by the company to

produce its goods and services, but do not help resell,
distribute, or finance transactions.

Copyright 2007, Prentice-Hall Inc. 3-9

 Which of the following consumer groups values
experience over the accumulation of wealth,
seeks out the best value, and is typically
skeptical of marketing messages?
1. Generation Y
2. Generation X
3. Baby Boomers
4. All of the above

Copyright 2007, Prentice-Hall Inc. 3-10

 Which of the following consumer groups values
experience over the accumulation of wealth,
seeks out the best value, and is typically
skeptical of marketing messages?
1. Generation Y
2. Generation X
3. Baby Boomers
4. All of the above

The shared experiences of Generation Xers have shaped their

economic outlook and response to marketing messages.

Copyright 2007, Prentice-Hall Inc. 3-11

 Which of the following is NOT a current trend
associated with the changing American
household?
1. The percent of married couples with children is
increasing.
2. More people are divorcing, separating, and choosing
not to marry.
3. The number of working women is increasing.
4. The number of nontraditional households are
growing more rapidly.

Copyright 2007, Prentice-Hall Inc. 3-12

 Which of the following is NOT a current trend
associated with the changing American
household?
1. The percent of married couples with children is
increasing.
2. More people are divorcing, separating, and
choosing not to marry.
3. The number of working women is increasing.
4. The number of nontraditional households are
growing more rapidly.

The percent of married couples with children is decreasing.

Copyright 2007, Prentice-Hall Inc. 3-13

 Based on recent geographic shifts in population,
you would most likely open your new branch of
a sporting goods company in which of the
following areas?
1. The South
2. The Northeast
3. The Midwest
4. Canada

Copyright 2007, Prentice-Hall Inc. 3-14

 Based on recent geographic shifts in population,
you would most likely open your new branch of
a sporting goods company in which of the
following areas?
1. The South
2. The Northeast
3. The Midwest
4. Canada

The U.S. population has been migrating towards the

Southern and Western states for the past two decades.

Copyright 2007, Prentice-Hall Inc. 3-15

 Hotel conglomerates such as Marriott often
market multiple hotel brands to consumers with
different needs or incomes. Which group would
Marriott be least likely to market towards?
1. The working class
2. The upper-class
3. The underclass
4. The middle class

Copyright 2007, Prentice-Hall Inc. 3-16

 Hotel conglomerates such as Marriott often
market multiple hotel brands to consumers with
different needs or incomes. Which group would
Marriott be least likely to market towards?
1. The working class
2. The upper-class
3. The underclass
4. The middle class

With limited income to make basic purchases, the

underclass is the least likely group to be able to afford hotel
accommodations.

Copyright 2007, Prentice-Hall Inc. 3-17

 From a demographic point of view, your new
Internet-service company stands a good chance
of succeeding because the U.S. population is:

1. becoming more ethnically diverse.

2. growing older.
3. more inclined toward citizen action. 
4. becoming better educated.

Copyright 2007, Prentice-Hall Inc. 3-18

 From a demographic point of view, your new
Internet-service company stands a good chance
of succeeding because the U.S. population is:

1. becoming more ethnically diverse.

2. growing older.
3. more inclined toward citizen action. 
4. becoming better educated.

The growing number of educated people will increase

demand for personal computers and Internet service.

Copyright 2007, Prentice-Hall Inc. 3-19