14 Aug 101)Mission statements should be realistic and general in nature. 102) ABC Fortu

101)Mission statements should be realistic and general in
nature.
102) ABC Fortunes has just developed a formal statement of
its purpose. This firm has put together a mission statement.
103)Mission statements should both emphasize the company’s
strengths in the marketplace and be motivating.
104)A firm’s mission statement should be the basis for both
its business and marketing objectives.

105)The major activity in strategic planning is strategic
business unit planning, whereby management evaluates the products and
businesses making up the company.
106)When designing business portfolios, most companies are
well advised to add a broad range of products and businesses to their
organization.
107)The purpose of strategic planning is to find ways in
which your company can best use its strengths to take advantage of attractive
opportunities in the environment.

108)In the BCG matrix, “dogs”
are low-growth businesses and products that do not generate enough
cash to maintain themselves.
109)The growth strategy of diversification involves offering
modified or new products to current markets.
110)When an organization identifies and develops new markets
for its current products and services, it is engaged in market development.
111)When a firm finds products or businesses that no longer
fit its overall strategy, it should carefully milk, harvest, or better develop
them.
112)In today’s marketplace, competition increasingly takes
place between entire value delivery networks rather than between individual
competitors.
113)The image of a product in the minds of consumers is
called market segmentation. Answer: FALSE
114)A market segment consists of consumers who respond in
different ways to a given set of marketing efforts.
115)When a company positions its product, it should first
identify possible customer value differences within a market segment that could
be the basis of a competitive advantage for the product.
116)The marketing mix consists of product, price, place,
positioning, and promotion. Answer: FALSE
117)Guided by marketing strategy, the company designs a
marketing mix made up of factors under its control: product, price, place, and
promotion.
118)One valid criticism of the four Ps concept is that
services are not considered.
119)The four Cs concept takes the buyer’s view of the
market. Answer: TRUE
120)Four marketing management functions are analysis,
planning, implementation, and control. 121)”At Joe’s Diner, we serve great
burgers” is a product-oriented business definition.
122)At Trader Joe’s, “our mission is to bring all our
customers the best food and beverage values to be found anywhere, and the
information to make informed buying decisions.” This is
a product-orientedbusiness definition.
123)To improve its value delivery network, a company needs
to examine the value chains of its suppliers and distributors.
124)Mandros International Foods evaluates each market
segment’s attractiveness and selects one or more segments to enter when
considering adding new lines of imported foods. Mandros is engaged in
positioned marketing.
125)Holiday Inn has divided the total customer market into
smaller segments and selected the most promising segments. Deciding what
position it wants to occupy in these segments is called targeting.
126) Define strategic planning. Discuss the steps involved.
127)What is business portfolio planning? Discuss how a
company might use the Boston Consulting Group’s product portfolio analysis
method.
128)Describe some of the problems with matrix approaches.
129)The BCG is a useful approach to
evaluate current businesses. Describe a method that a firm could use
to identify future growth opportunities.
130)What does the term value delivery
network mean? Explain.
131) Define marketing strategy. Discuss the steps in
formulating marketing strategy.
132)Explain why, according to the authors of your text, the
four Ps concept of the marketing mix takes a seller’s view of the market, not
the buyer’s view. How should marketers consider the buyer’s view?
Objective: 2-4
133)Define marketing planning. Briefly outline the major
components in a marketing plan. 134)Marketing departments are organized in
several ways. Compare the most common forms of marketing organizations.

135)Briefly discuss how marketers measure return on
marketing investment, explaining why this figure can be difficult to assess.
136)Why should a mission statement be market oriented
instead of product or technology oriented?
137)Why should a mission statement be “motivating”
instead of stated in terms of sales or profits?

138)What is a strategic business unit (SBU) and how is it
involved in a business portfolio analysis?
139)Into what BCG quadrant does
a high-share, high-growth SBU fall?
140) What type of strategy should a company use to manage
its cash cows?
141) How might the BCG matrix represent a life cycle?
.
.
142)How might Party Planning Paradise, a company that sells
a wide range of party supplies for all occasions, implement a market
development strategy?
143)According to the product/market expansion grid, what
strategy would a fast-foodhamburger restaurant follow if it offered a
salad bar option during lunch hours?
144)Into what quadrant of the product/market expansion grid
would a “new and improved” product fall?
145)How are partner relationship management and the value
chain related?

146) Explain how a marketer of baking soda may attempt to
attract more than one market segment.
147)How might a marketer of pens alter the
“product” portion of the marketing mix when targeting female college
students versus male college students?
148)What role does the marketing mix play in positioning?
.
149) Why is marketing analysis such an important part of
marketing management?
150) Why are many marketers today
using customer-centered measures of marketing ROI?
Principles of Marketing, 14e (Kotler)
Chapter 3 Analyzing the Marketing Environment
1) You are directed to study the actors close to the company
that affect its ability to serve itscustomers-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 demographic environment

E) the global environment
2)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) the cultural environment C)
strategic planning
D) target markets
E) the marketing mix 3)You are directed to study the
demographic, economic, natural, technological, political, and cultural factors
that are larger societal forces affecting your company. What are you studying?
A) the macroenvironment
B) the microenvironment C) the internal 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) competitive E) political
Answer: D
5)All of the groups within a company are called the
________.
A)cultural environment
B)local public
C)internal environment
D)corporate culture
E)general public
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 services agencies D) resellers
E) suppliers
7)Banks, credit companies, insurance companies, 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
________.
A) financial intermediaries B) physical distribution firms
C) marketing services agencies D) resellers
E) wholesalers
8)Currently, Diego Calabresa is employed by a firm that
conducts marketing research and creates ads for other companies that target and
promote their products to the right markets. Who is Diego’s employer?
A) a financial intermediary B) a physical distribution firm
C) a marketing service agency D) a reseller
E) a green marketer 9)A(n) ________ is defined as any group
that has an actual or potential interest in, or impact on, an organization’s
ability to achieve its objectives.
A) team
B) competitor C) market D) public
E) intermediary
10)Which of the following is NOT an example of the type of
public that is part of a company’s marketing environment?
A) financial B) media
C) government D) citizen-action
E) marketing department
11)A radio station that carries news, features, and
editorial opinions about your area is which type of public?
A) financial B) media
C) citizen-actionD) general
E) government:
12)A consumer organization, environmental group, or minority
group has challenged your firm’s stand on a local issue. Your firm is being
challenged by a ________ public.
A) local B) general
C) government D) citizen-actionE) media
13)Workers, managers, and members of the board are all part
of a company’s ________ public. A) general
B) internal C) local
D) intermediary E) market:
14)Percy Original caters to a market of individuals and
households that buys goods and services for personal consumption. Percy
Original caters to a ________ market.
A) business B) reseller
C) government D) consumer
E) marketing intermediary 15)Which type of market buys goods
and services for further processing or for use in the production process?
A) business B) reseller C) wholesale D) consumer E) retail
16)Which type of market buys goods and services to produce
public services or to transfer them to others who need them?
A) government B) reseller
C) wholesale D) consumer E) retail

17)Rachel Patino works for a wholesale company called
Distributors Unlimited. She is responsible for buying and selling goods at a
profit to small retailers. What is her market? A) business
B) reseller C) wholesale D) consumer E) retail
18)Your marketing department is currently researching the
size, density, location, age, and occupations of your target market. Which
environment is being researched?
A) demographic B) psychographic C) economic
D) geographic E) cultural
19)The three largest generational groups in America are the
baby boomers, Generation X, and
________. A) seniors
B) Millennials C) teens
D) tweens E) toddlers
20)Research has shown that the most important demographic
trend in the United States is the
________.
A) changing age structure of the population B) mobility of
families
C) slowing birth rate
D) increasing number of professional jobs E) aging
population
21)As a generational group, ________ are the most affluent
Americans.
A)baby boomers
B)Generation Xers
C)the Millennials
D)echo boomers
E)seniors.
22)The youngest of the baby boomers are now in their
________. A) late 20s
B) mid-20sC) mid-40sD) early 50s E) early 60s
23)Which of the following descriptions most accurately
characterizes the baby boomers? A) They are increasingly likely to retire
early.
B) They are a shrinking market for new housing and home
remodeling. C) They are past their peak earning and spending years.
D) They hold 75% of the country’s assets.
E) They are uninterested in adapting new technologies.
24)Which of the following descriptions most accurately
characterizes Gen Xers?
A)There are more Gen Xers than Millennials.
B)They were the first generation of latchkey kids.
C)They are less educated than the boomers.
D)They are more interested in acquiring goods than having experiences.
E)They rarely research a product before purchasing it.
25) Which demographic group is also referred to as the echo
boomers?
A)Generation X
B)Millennials
C)Generation Z
D)baby boomers
E)baby busters
26)Large tween and teen markets belong to which demographic
group? A) Generation X
B) Millennials C) baby busters D) baby boomers E) Generation
Z
27)Which of the following descriptions most accurately
characterizes Millennials? A) They are children of baby boomers.
B) They are less ethnically diverse than Gen Xers.
C) They have reached their peak earning and spending years.
D) They were once labeled “the MTV generation.”
E) They are less immersed in technology than Gen Xers are.
28)Which demographic group is characterized by a total
fluency and comfort with computer, digital, and Internet technology?
A) Generation X B) Millennials C) the elderly D) Generation
Z E) baby boomers
29)Which of the following demographic groups has NOT seen a
percentage increase in the past 50 years?
A) women staying at home with their children B) men staying
at home with their children C) nontraditional households
D) nonfamily households
E) women working outside of the home
30)In 1950, women made up under 40 percent of the workforce;
now they make up ________
percent. A) 35 B) 40 C) 43 D) 46 E) 59
31)Which of the following is a trend that depicts the
increasingly nontraditional nature of today’s American family?
A) working women making up a smaller percentage of the
workforce B) the falling percentage of married couples with children
C) dual-income families declining in number
D)stay-at-home dads declining in number
E) the declining reliance on convenience foods and services
32)Over the past two decades, the U.S. population has
shifted most heavily toward the
________ states. A) Midwestern B) Northern
C) Sunbelt
D) Southeastern E) Northeastern
33)Which of the following geographical areas has NOT seen a
recent population increase? A) micropolitan areas
B) suburbs C) the West
D) the Northeast E) the South
34)In the 1950s, the American population began shifting from
large cities to ________. A) farming communities
B) rural areas
C) foreign countries D) suburbs
E) coastal towns
35)An increasing number of American workers currently work
out of their homes with technological conveniences such as PCs, Internet
access, and fax machines. These workers are referred to as the ________ market.
A) micropolitan B) SOHO
C) mobile
D) independent E) contract
36)Which of the following groups of workers is projected to
become smaller over the next ten years?
A) white collar workers B) manufacturing workers C) managers
D) telecommuters
E) professional workers
37)Which of the following most accurately reflects the
popularity of telecommuting?
A)Almost all American businesses are expected to offer
telecommuting options within the next decade.
B)More than half of American businesses currently offer
telecommuting programs for their employees.
C)About 40% of American businesses currently offer
telecommuting programs for their employees.
D)About 25% of American businesses currently offer
telecommuting programs for their employees.
E)The percentage of American businesses offering
telecommuting programs is expected to decline within the next decade.
38)Because of increasing ________, Americans will demand
higher quality products, books, magazines, travel, personal computers, and
Internet services.
A) numbers of nontraditional families B) family size
C) levels of education D) social class awareness E) ethnic
diversity
39)Which of the following is an accurate statement about the
diversity of the American population?
A) African Americans represent the
largest non-white segment of the population.
B) More than 12 percent of people living in the United
States were born in another country.
C) The Asian American percentage of the population is
expected to remain steady in the next 50 years.
D) In terms of ethnic diversity, the United States is about
average in comparison to other countries with populations of a comparable size.
E) American ethnic populations are expected to slowly
increase in the next few decades.
40)Of the following, which ethnic minority is expected to be
nearly 25% of the U.S. population by 2050?
A) African Americans B) Asian Americans C) Hispanics
D) Native Americans E) Arab Americans
41)With an expected increase in ethnic populations,
marketers are likely to place a greater emphasis on ________.
A) geographic segmentation
B) targeted advertising messages C) mass marketing
D) mainstream advertising
E) cause-related marketing
42)Of the following diversity segments in the American
population, which is currently the largest?
A) adults with disabilities B) Hispanics
C) African Americans D) telecommuters
E) Asian Americans
43)The ________ environment consists of factors that affect
consumer purchasing power and spending patterns.
A) cultural B) political
C) technological D) economic E) natural
:
44)A country with a(n) ________ economy consumes most of its
own agricultural and industrial outputs and offers few market opportunities.
A) industrial B) service
C) technological D) subsistence E) developing
Objective: 3-2
45)A country with a(n) ________ economy has rich markets for
many different kinds of goods. A) industrial
B) service
C) developing D) subsistence E) multicultural
46)As a response to the Great Recession, most consumers have
________.
A)amassed record levels of debt
B)adopted back-to-basics spending patterns
C)increased their investments in the stock market
D)seen their home values increase
E)abandoned value marketing

47) Value marketing is the strategy of offering consumers
________.
A)high quality at a high price
B)luxury quality at a high price
C)lesser quality at a low price
D)reasonable quality at a fair price
E)little quality at a low price
48)Which of the following statements about income
distribution in the United States is NOT true?
A) In recent decades, the rich have gotten richer. B) In
recent decades, the middle class has grown. C) In recent decades, the poor have
remained poor.
D) The top 20 percent of American earners account for almost
half of all American income. E) The top five percent of American earners
receive a higher percentage of the nation’s total income than do the bottom 40
percent of American earners.

49)The natural resources that are needed as inputs by
marketers or that are affected by marketing activities are referred to as the
________.
A) raw material market B) natural environment
C) endangered environment D) green movement
E) factors of production
50)Which of the following American government agencies is
charged with setting and enforcing pollution standards?
A) the Environmental Protection Agency (EPA) B) the Federal
Trade Commission (FTC)
C) the Food and Drug Administration (FDA) D) the Consumer
Product Safety Commission E) the Federal Energy Regulatory Commission
51)Which of the following has encouraged marketers to go
beyond what is required by law and pursue environmentally sustainable
strategies?
A) the EPA
B) the black market C) the green movement D) deregulation
E) green intervention
52)Many firms today use RFID technology to ________.
A)identify new target markets
B)analyze threats and opportunities in the macroenvironment
C)move toward environmental sustainability
D)track products through various points in the distribution channel
E)track patterns of consumer online behavior
53) Which country leads the world in research and
development spending?
A)England
B)Germany
C)Sweden
D)Japan
E)the United States
54)Which of the following is a result of regulations set up
by the Food and Drug Administration and the Consumer Product Safety Commission?
A) The time between new product ideas and their introduction
to the market has decreased. B) Spending on research and development has
decreased.
C) Research costs for companies have grown.
D) More companies have failed to meet safety standards.
E) Companies are more focused on making practical,
affordable versions of products.
55)Marketers should be aware of laws, government agencies,
and pressure groups that influence or limit various organizations and
individuals in a given society. This is most accurately described as the
________ environment.
A) socio-legalB) cultural C) political
D) legal-technologicalE) economic
56)Even the most liberal advocates
of free-market economies agree that the system works best with
________ regulation.
A) private B) maximum
C) intermittent D) at least some E) no
57)Legislation affecting business around the world will
continue to ________. A) become standardized
B) increase
C) remain steady D) decrease
E) threaten the American domestic economy
58)The legislation created to limit the number of
commercials aired during children’s programming is called the ________
A) Children’s Online Privacy Protection Act B) Child
Protection Act
C) Fair Packaging and Labeling Act D) Children’s Television
Act
E) Consumer Product Safety Act
59)Business legislation has been created for three basic
reasons: to protect companies from each other, to protect consumers, and to
________.
A) protect the interests of society B) regulate prices
C) increase world trade D) regulate monopolies
E) promote social responsibility
60)The recent rash of business scandals and increased
concerns about the environment have created fresh interest in the issues of
________ and ________.
A) ethics; promotion responsibility B) ethics; social
responsibility
C) finances; employee discrimination D) management ethics;
insider trading E) promotion; pricing
61)A company or association’s ________ is designed to help
guide responses to complex social responsibility issues.
A) code of ethics
B) cause-related marketing
C) discretion in enforcing regulations D) privacy policy
E) core value system
62)The primary concern for consumers with the boom in
Internet marketing is ________.
A)accessibility
B)false advertising
C)privacy
D)sustainability
E)social responsibility
63)Cause-related marketing is a(n) ________. A)
response to customer needs
B) primary form of environmental awareness C) primary form
of corporate giving
D) lobbying response to corporate legislative problems E)
attempt to influence consumers’ core beliefs 64)A society’s basic values,
perceptions, preferences, and behaviors are all part of its ________
environment. A) social
B) cultural C) political
D) cultural-economicE) natural
65)Marketers should understand that a society’s core beliefs
and values have a high degree of
________. A) persistence B) flexibility C) similarity
D) ethnocentrism E) conformity
66)Your company is making negotiations to enter a market in
Lower Albania. You would most likely discover that ________ beliefs and values
are open to change in this country.
A) inherited B) secondary C) primary D) core
E) traditional
67)A society’s ________ are expressed in how people view
themselves, organizations, society, nature, and the universe.
A) social codes B) cultural values C) demographics D) public
policies E) economies
68)Watching the cultural trends of how people view others,
observers have noted an increased interest in ________.
A) socializing with co-workers
B) going out less and staying home more C) patriotism
D) do-it-yourself projects E) adventurous
experiences

69)Trends in people’s views of organizations indicate that
which of the following has increased in the past twenty years?
A) employees’ loyalty to their employers
B) confidence in American political organizations C)
distrust in big American businesses
D) confidence in the American education system
E) employees’ view of work as a source of satisfaction
70)Watching the cultural trends of how people view society,
observers have noted that since September 11, 2001, marketers responded to the
increased ________ of Americans with special products and promotions.
A) loyalty B) patriotism C) distrust
D) foreign intolerance E) belligerence
71)Which of the following is a potential downside to using
patriotic themes in marketing programs?
A) Patriotism has been on the decline in the past decade. B)
Levels of patriotism fluctuate rapidly.
C) Such promotions can be viewed as attempts to gain from
others’ triumph or tragedy. D) Americans are less confident in political
organizations.
E) Few marketers currently use this technique.
72)The LOHAS market is most closely associated with which of
the following cultural trends? A) environmental sustainability
B) increased patriotism
C) distrust of political systems D) organized religion
E) thriftiness
73)Cultural forecasters have noted a renewed American
interest in ________. A) dominating and taming nature
B) the fine arts
C) work as a source of satisfaction and self-definition D)
spirituality
E) reforming social classes
74)Marketers can take a(n) ________ by taking aggressive
action to affect the publics and forces in their marketing environments.
A) environmental stance B) proactive stance
C) natural perspective
D) natural-management perspective
E) relationship-building perspective
75)Which of the following explains why few companies have
been successful in shutting down critics who post complaints on the Web?
A) The criticism is usually interpreted as protected speech.
B) The courts have typically refused to hear any cases
against individual critics.
C) Web sites using “I hate” or “sucks”
in the title along with a company’s name can be easily confused with the
company’s actual Web site.
D) Registering domain names to prevent critical Web sites is
a lengthy process.
E) Companies have found that it is more effective to respond
in kind with attacks against critics.
.
76)LandPort Transportation and Omega Warehousing move and
store the products your company sells. The two businesses are examples of
________.
A) resellers
B) marketing services agencies C) marketing intermediaries
D) physical distribution firms E) geographic segments
77)Innovations is a producer of electronic circuits that
power a variety of technological devices produced by other companies.
Innovations sells its products to ________ markets.
A) business B) government C) consumer D) internal
E) financial
78)ING, an international insurance and financial services
company, is the primary sponsor of the annual New York City Marathon, which is
attended by over one million fans and watched by approximately 300 million
viewers worldwide. The ING logo and name appear throughout the race course. ING
most likely sponsors the event in order to appeal to which type of public?
A) financial
B) citizen-actionC) government D) general
E) internal

79)Noora DeLange is helping her company develop a marketing
program for a new product line. The program involves emphasizing experience
over acquisition and uses a marketing pitch that is less overt than the
company’s previous programs. The marketing program is most likely designed to
appeal to which of the following demographic groups?
A) Gen Xers
B) nontraditional households C) “micropolitan”
populations D) baby boomers
E) manufacturing workers Answer: 80)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?
A) baby boomers B) seniors
C) Gen Xers D) Millennials
E) the SOHO market
81)Which of the following demographic trends is likely the
most responsible for the increasing number of people who telecommute?
A) the migration toward micropolitan and suburban areas B)
the move from rural to metropolitan areas
C) the increasing number of nontraditional households
D) the growing percentage of married couples who do not have
children E) the declining number of manufacturing workers
82)Chet Hoffman’s chain of travel agencies has identified
the lesbian, gay, bisexual, and transgender community as a growing market that
spends an increasing percentage of its income on travel. Which of the following
would be the LEAST effective component of a marketing plan for Chet to take
advantage of this opportunity?
A) develop a presence on LGBT-oriented social
networking sites B) position his agency as focused on specialized experiences
C) implement a mass marketing campaign
D) place specially-targeted ads
in gay-themed publications E) advertise on LOGO
83)With an expected increase in ethnic diversity within the
American population, marketers are most likely to place a greater emphasis on
which of the following?
A) geographic segmentation
B) differing advertising messages C) mass marketing
D) “us and them” paradigms E) tiered markets

Objective: 3-2
84)The green movement will likely spark the LEAST interest
in which of the following?
A)recycling programs
B)environmentally sustainable strategies
C)social responsibility
D)Internet usage
E)biodegradability
85)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?
A) approval from the Food and Drug Administration (FDA) B)
state laws regulating advertising of pharmaceuticals
C) laws enforced by the Federal Trade Commission D) the Fair
Packaging and Labeling Act
E) the Nutrition Labeling and Education Act
86)A regional supermarket chain runs print, radio, and
television advertisements announcing that 1% of each of its sales is donated to
local after-school programs for underprivileged youth. This is an
example of ________ marketing.
A) cause-relatedB) generational C) sustainable D)
tiered
E) cultural
87)Which of the following is an example of a core belief?
A)Marriage is important.
B)Americans should display their patriotism.
C)The comforts of home are more important than entertainment
outside of the home.
D)Extended warranties are never worth the money consumers
pay for them.
E)Professionals should wear business clothes to work.
88)Consumers undertaking which of the following would be
most likely to be identified as “cocooning” or “nesting”?
A) taking a cruise
B) taking up a new sport
C) having a home entertainment center installed D) hiking
the Grand Canyon
E) traveling to Asia
89)Toyota’s Prius was the
first mass-produced hybrid vehicle, known for its fuel efficiency and
environmental friendliness. The Prius was initially most likely marketed to
which of the following groups?
A) the SOHO market B) the LOHAS market C) the LGBT market
D) the Asian American market E) the Millennials market
90)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.
A) reactive B) proactive C) adversarial D) passive E) team
work Answer: B
91)Which of the following forces would marketers be MOST
likely able to influence? A) geographic population shifts
B) core cultural values C) income distribution
D) increasing ethnic diversity E) media publics

92)If baby boomers are predictors of where product and
service demand will be, increased demands will most likely be evident in
________ in the upcoming years.
A) university enrollment B) beer and wine
C) financial services D) the apparel industry
E) the automobile industry
93)Which of the following best explains why Gen Xers who are
parents tend to put family before career?
A) Gen Xers were the first generation of latchkey kids.
B) Gen Xers were minimally affected by the recent economic
downturn.
C) Gen Xers are more skeptical about marketing than members
of other generations are. D) Gen Xers are not as educated as members of other
generations are.
E) Gen Xers do not face as many economic pressures as
members of other generations do.
94)In considering the changing American family, which of the
following are marketers likely to consider the LEAST important?
A) The number of traditional households has increased. B)
Baby boomers are hitting retirement age.
C) The number of married couples with both partners working
outside of the home has increased. D) Married couples with children make up
less than 25% of the nation’s households.
E) The number of stay-at-home fathers has
increased in the past 20 years.
95)Which of the following is the most reasonable to assume
as more and more Americans move to “micropolitan areas”?
A) Geographic segmentation may be less critical to
marketers. B) Rural populations will offer an expanding market.
C) Micropolitan areas are likely to offer the same
advantages as metropolitan areas. D) Congested areas are likely to become more
ensnarled.
E) Crime rates in metropolitan areas will increase.
96)As a marketer of pesticides, which of the following
should give you the LEAST amount of concern?
A) shortages of raw materials B) increased pollution
C) increased government intervention D) persistence of
cultural values
E) chemical pollutants in the food supply
Refer to the scenario below to answer the following
questions.
Casey Brickly opened The Landing on the north shore of
Witmer Lake in 1962. With a sandwich counter on one side and a bait shop and
grocery on the other, The Landing was an immediate hit with weekend lake
visitors and local residents alike. In the summer, boaters parked at the piers
and bought all their lake needs rods and reels, bait, fishing licenses,
snacks, soft drinks at The
Landing. Even during the winter months, snowmobilers and ice
fishermen were lured to The Landing for a snack and hot coffee or hot
chocolate.
As time passed, the business changed and grew tremendously.
What was formerly a weekend tourist area gradually became a year-round residential
area. Many of the houses, which were built as cottages in the 1950s and 1960s,
were remodeled into year-round homes. By the end of the 1970s, the
days of small motor boats and 10 mile-per-hour speed limits were
gone; skiing and fast speed boats became all the rage. Through it all, The
Landing continued to attract flocks of patrons.
In the 1980s, however, Casey started to realize that the
grocery area in The Landing could not compete with larger local retailers. He
eventually enlarged the sandwich counter, transforming the bait shop and
grocery into a restaurant with a full menu typical of any diner.
“Getting rid of the bait shop was hard to do,”
Casey admitted. “I still had a summer crowd that relied on us for their
fishing needs, but we couldn’t survive a whole year on four months of
profit.”
In the early 2000s, the atmosphere of Witmer Lake and the
neighboring lakes became upscale. “I could see that people were spending
more on their speed boats than what they had originally paid for their cottages!”
Casey exclaimed. Many of the cottages were inherited by children and
grandchildren of the original owners. Once again, the scene started to change
as many of the lake houses were used only as weekend lake homes. Unlike the
previous generation, a vast number of the current owners could afford to live
closer to their jobs while maintaining lake homes. “At this point,
business wasn’t growing,” Casey said.
As local competition continued to increase, Casey converted
the diner atmosphere of The Landing into a bar with a lounge area. “The
change might have been too drastic,” Casey said, “but it was the only
way we could maintain a strong, year-round business in spite of the
population shifts and competitive forces.”
97) Which microenvironment actors have affected The Landing
the most?
A)competitors
B)suppliers
C)intermediaries
D)natural environment
E)economic environment
98)Which of the following macroenvironmental forces has had
the greatest effect on The Landing?
A) the demographic environment B) the technological
environment C) the sustainable environment D) the political environment
E) the social responsibility environment
99)Which macroenvironmental force has benefitted The Landing
the most?
A)the legal environment
B)the natural environment
C)the economic environment
D)the political environment
E)the technological environment
100)Which of the following demographic forces has most
likely influenced the recent upscale atmosphere of the area surrounding Witmer
Lake?
A) baby boomers reaching their peak earning and spending
years B) Gen Xers displacing the lifestyles of baby boomers
C) Millennials beginning to assert their buying power D) the
changing structure of the American family
E) the growing ethnic diversity of the country 101)Mission statements should be realistic and general in
nature.102) ABC Fortunes has just developed a formal statement of
its purpose. This firm has put together a mission statement.103)Mission statements should both emphasize the company’s
strengths in the marketplace and be motivating.104)A firm’s mission statement should be the basis for both
its business and marketing objectives.105)The major activity in strategic planning is strategic
business unit planning, whereby management evaluates the products and
businesses making up the company.106)When designing business portfolios, most companies are
well advised to add a broad range of products and businesses to their
organization.107)The purpose of strategic planning is to find ways in
which your company can best use its strengths to take advantage of attractive
opportunities in the environment.108)In the BCG matrix, “dogs”
are low-growth businesses and products that do not generate enough
cash to maintain themselves.109)The growth strategy of diversification involves offering
modified or new products to current markets.110)When an organization identifies and develops new markets
for its current products and services, it is engaged in market development.111)When a firm finds products or businesses that no longer
fit its overall strategy, it should carefully milk, harvest, or better develop
them.112)In today’s marketplace, competition increasingly takes
place between entire value delivery networks rather than between individual
competitors.113)The image of a product in the minds of consumers is
called market segmentation. Answer: FALSE114)A market segment consists of consumers who respond in
different ways to a given set of marketing efforts.115)When a company positions its product, it should first
identify possible customer value differences within a market segment that could
be the basis of a competitive advantage for the product.116)The marketing mix consists of product, price, place,
positioning, and promotion. Answer: FALSE117)Guided by marketing strategy, the company designs a
marketing mix made up of factors under its control: product, price, place, and
promotion.118)One valid criticism of the four Ps concept is that
services are not considered.119)The four Cs concept takes the buyer’s view of the
market. Answer: TRUE120)Four marketing management functions are analysis,
planning, implementation, and control. 121)”At Joe’s Diner, we serve great
burgers” is a product-oriented business definition.122)At Trader Joe’s, “our mission is to bring all our
customers the best food and beverage values to be found anywhere, and the
information to make informed buying decisions.” This is
a product-orientedbusiness definition.123)To improve its value delivery network, a company needs
to examine the value chains of its suppliers and distributors.124)Mandros International Foods evaluates each market
segment’s attractiveness and selects one or more segments to enter when
considering adding new lines of imported foods. Mandros is engaged in
positioned marketing.125)Holiday Inn has divided the total customer market into
smaller segments and selected the most promising segments. Deciding what
position it wants to occupy in these segments is called targeting.126) Define strategic planning. Discuss the steps involved.127)What is business portfolio planning? Discuss how a
company might use the Boston Consulting Group’s product portfolio analysis
method.128)Describe some of the problems with matrix approaches.129)The BCG is a useful approach to
evaluate current businesses. Describe a method that a firm could use
to identify future growth opportunities.130)What does the term value delivery
network mean? Explain.131) Define marketing strategy. Discuss the steps in
formulating marketing strategy.132)Explain why, according to the authors of your text, the
four Ps concept of the marketing mix takes a seller’s view of the market, not
the buyer’s view. How should marketers consider the buyer’s view?Objective: 2-4133)Define marketing planning. Briefly outline the major
components in a marketing plan. 134)Marketing departments are organized in
several ways. Compare the most common forms of marketing organizations.135)Briefly discuss how marketers measure return on
marketing investment, explaining why this figure can be difficult to assess.136)Why should a mission statement be market oriented
instead of product or technology oriented?137)Why should a mission statement be “motivating”
instead of stated in terms of sales or profits?138)What is a strategic business unit (SBU) and how is it
involved in a business portfolio analysis?139)Into what BCG quadrant does
a high-share, high-growth SBU fall?140) What type of strategy should a company use to manage
its cash cows?141) How might the BCG matrix represent a life cycle?..142)How might Party Planning Paradise, a company that sells
a wide range of party supplies for all occasions, implement a market
development strategy?143)According to the product/market expansion grid, what
strategy would a fast-foodhamburger restaurant follow if it offered a
salad bar option during lunch hours?144)Into what quadrant of the product/market expansion grid
would a “new and improved” product fall?145)How are partner relationship management and the value
chain related?146) Explain how a marketer of baking soda may attempt to
attract more than one market segment.147)How might a marketer of pens alter the
“product” portion of the marketing mix when targeting female college
students versus male college students?148)What role does the marketing mix play in positioning?.149) Why is marketing analysis such an important part of
marketing management?150) Why are many marketers today
using customer-centered measures of marketing ROI?Principles of Marketing, 14e (Kotler)Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company
that affect its ability to serve itscustomers-departments within the
company, suppliers, marketing intermediaries, customer markets, competitors,
and publics. What are you studying?A)the macroenvironmentB)the microenvironmentC)the marketing environmentD)the demographic environmentE) the global environment2)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) the cultural environment C)
strategic planningD) target marketsE) the marketing mix 3)You are directed to study the
demographic, economic, natural, technological, political, and cultural factors
that are larger societal forces affecting your company. What are you studying?
A) the macroenvironmentB) the microenvironment C) the internal environment D) the
marketing mixE) the global environment:4)Which of the following is NOT a type of factor in a
company’s macroenvironment? A) demographicB) economic C) technological D) competitive E) political
Answer: D5)All of the groups within a company are called the
________.A)cultural environmentB)local publicC)internal environmentD)corporate cultureE)general public6)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 firmsC) marketing services agencies D) resellersE) suppliers7)Banks, credit companies, insurance companies, 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
________.A) financial intermediaries B) physical distribution firmsC) marketing services agencies D) resellersE) wholesalers8)Currently, Diego Calabresa is employed by a firm that
conducts marketing research and creates ads for other companies that target and
promote their products to the right markets. Who is Diego’s employer?A) a financial intermediary B) a physical distribution firm
C) a marketing service agency D) a resellerE) a green marketer 9)A(n) ________ is defined as any group
that has an actual or potential interest in, or impact on, an organization’s
ability to achieve its objectives.A) teamB) competitor C) market D) publicE) intermediary10)Which of the following is NOT an example of the type of
public that is part of a company’s marketing environment?A) financial B) mediaC) government D) citizen-actionE) marketing department11)A radio station that carries news, features, and
editorial opinions about your area is which type of public?A) financial B) mediaC) citizen-actionD) generalE) government:12)A consumer organization, environmental group, or minority
group has challenged your firm’s stand on a local issue. Your firm is being
challenged by a ________ public.A) local B) generalC) government D) citizen-actionE) media13)Workers, managers, and members of the board are all part
of a company’s ________ public. A) generalB) internal C) localD) intermediary E) market:14)Percy Original caters to a market of individuals and
households that buys goods and services for personal consumption. Percy
Original caters to a ________ market.A) business B) resellerC) government D) consumerE) marketing intermediary 15)Which type of market buys goods
and services for further processing or for use in the production process?A) business B) reseller C) wholesale D) consumer E) retail16)Which type of market buys goods and services to produce
public services or to transfer them to others who need them?A) government B) resellerC) wholesale D) consumer E) retail17)Rachel Patino works for a wholesale company called
Distributors Unlimited. She is responsible for buying and selling goods at a
profit to small retailers. What is her market? A) businessB) reseller C) wholesale D) consumer E) retail18)Your marketing department is currently researching the
size, density, location, age, and occupations of your target market. Which
environment is being researched?A) demographic B) psychographic C) economicD) geographic E) cultural19)The three largest generational groups in America are the
baby boomers, Generation X, and________. A) seniorsB) Millennials C) teensD) tweens E) toddlers20)Research has shown that the most important demographic
trend in the United States is the________.A) changing age structure of the population B) mobility of
familiesC) slowing birth rateD) increasing number of professional jobs E) aging
population21)As a generational group, ________ are the most affluent
Americans.A)baby boomersB)Generation XersC)the MillennialsD)echo boomersE)seniors.22)The youngest of the baby boomers are now in their
________. A) late 20sB) mid-20sC) mid-40sD) early 50s E) early 60s23)Which of the following descriptions most accurately
characterizes the baby boomers? A) They are increasingly likely to retire
early.B) They are a shrinking market for new housing and home
remodeling. C) They are past their peak earning and spending years.D) They hold 75% of the country’s assets.E) They are uninterested in adapting new technologies.24)Which of the following descriptions most accurately
characterizes Gen Xers?A)There are more Gen Xers than Millennials.B)They were the first generation of latchkey kids.C)They are less educated than the boomers.D)They are more interested in acquiring goods than having experiences.E)They rarely research a product before purchasing it.25) Which demographic group is also referred to as the echo
boomers?A)Generation XB)MillennialsC)Generation ZD)baby boomersE)baby busters26)Large tween and teen markets belong to which demographic
group? A) Generation XB) Millennials C) baby busters D) baby boomers E) Generation
Z27)Which of the following descriptions most accurately
characterizes Millennials? A) They are children of baby boomers.B) They are less ethnically diverse than Gen Xers.C) They have reached their peak earning and spending years.
D) They were once labeled “the MTV generation.”E) They are less immersed in technology than Gen Xers are.28)Which demographic group is characterized by a total
fluency and comfort with computer, digital, and Internet technology?A) Generation X B) Millennials C) the elderly D) Generation
Z E) baby boomers29)Which of the following demographic groups has NOT seen a
percentage increase in the past 50 years?A) women staying at home with their children B) men staying
at home with their children C) nontraditional householdsD) nonfamily householdsE) women working outside of the home30)In 1950, women made up under 40 percent of the workforce;
now they make up ________percent. A) 35 B) 40 C) 43 D) 46 E) 5931)Which of the following is a trend that depicts the
increasingly nontraditional nature of today’s American family?A) working women making up a smaller percentage of the
workforce B) the falling percentage of married couples with childrenC) dual-income families declining in number
D)stay-at-home dads declining in numberE) the declining reliance on convenience foods and services32)Over the past two decades, the U.S. population has
shifted most heavily toward the________ states. A) Midwestern B) NorthernC) SunbeltD) Southeastern E) Northeastern33)Which of the following geographical areas has NOT seen a
recent population increase? A) micropolitan areasB) suburbs C) the WestD) the Northeast E) the South34)In the 1950s, the American population began shifting from
large cities to ________. A) farming communitiesB) rural areasC) foreign countries D) suburbsE) coastal towns35)An increasing number of American workers currently work
out of their homes with technological conveniences such as PCs, Internet
access, and fax machines. These workers are referred to as the ________ market.A) micropolitan B) SOHOC) mobileD) independent E) contract36)Which of the following groups of workers is projected to
become smaller over the next ten years?A) white collar workers B) manufacturing workers C) managersD) telecommutersE) professional workers37)Which of the following most accurately reflects the
popularity of telecommuting?A)Almost all American businesses are expected to offer
telecommuting options within the next decade.B)More than half of American businesses currently offer
telecommuting programs for their employees.C)About 40% of American businesses currently offer
telecommuting programs for their employees.D)About 25% of American businesses currently offer
telecommuting programs for their employees.E)The percentage of American businesses offering
telecommuting programs is expected to decline within the next decade.38)Because of increasing ________, Americans will demand
higher quality products, books, magazines, travel, personal computers, and
Internet services.A) numbers of nontraditional families B) family sizeC) levels of education D) social class awareness E) ethnic
diversity39)Which of the following is an accurate statement about the
diversity of the American population?A) African Americans represent the
largest non-white segment of the population.B) More than 12 percent of people living in the United
States were born in another country.C) The Asian American percentage of the population is
expected to remain steady in the next 50 years.D) In terms of ethnic diversity, the United States is about
average in comparison to other countries with populations of a comparable size.E) American ethnic populations are expected to slowly
increase in the next few decades. 40)Of the following, which ethnic minority is expected to be
nearly 25% of the U.S. population by 2050?A) African Americans B) Asian Americans C) HispanicsD) Native Americans E) Arab Americans 41)With an expected increase in ethnic populations,
marketers are likely to place a greater emphasis on ________.A) geographic segmentationB) targeted advertising messages C) mass marketingD) mainstream advertising
E) cause-related marketing 42)Of the following diversity segments in the American
population, which is currently the largest?A) adults with disabilities B) HispanicsC) African Americans D) telecommutersE) Asian Americans 43)The ________ environment consists of factors that affect
consumer purchasing power and spending patterns.A) cultural B) politicalC) technological D) economic E) natural :44)A country with a(n) ________ economy consumes most of its
own agricultural and industrial outputs and offers few market opportunities.A) industrial B) serviceC) technological D) subsistence E) developing Objective: 3-245)A country with a(n) ________ economy has rich markets for
many different kinds of goods. A) industrialB) serviceC) developing D) subsistence E) multicultural 46)As a response to the Great Recession, most consumers have
________.A)amassed record levels of debtB)adopted back-to-basics spending patternsC)increased their investments in the stock marketD)seen their home values increaseE)abandoned value marketing47) Value marketing is the strategy of offering consumers
________.A)high quality at a high priceB)luxury quality at a high priceC)lesser quality at a low priceD)reasonable quality at a fair priceE)little quality at a low price 48)Which of the following statements about income
distribution in the United States is NOT true?A) In recent decades, the rich have gotten richer. B) In
recent decades, the middle class has grown. C) In recent decades, the poor have
remained poor.D) The top 20 percent of American earners account for almost
half of all American income. E) The top five percent of American earners
receive a higher percentage of the nation’s total income than do the bottom 40
percent of American earners.49)The natural resources that are needed as inputs by
marketers or that are affected by marketing activities are referred to as the
________.A) raw material market B) natural environmentC) endangered environment D) green movementE) factors of production50)Which of the following American government agencies is
charged with setting and enforcing pollution standards?A) the Environmental Protection Agency (EPA) B) the Federal
Trade Commission (FTC)C) the Food and Drug Administration (FDA) D) the Consumer
Product Safety Commission E) the Federal Energy Regulatory Commission51)Which of the following has encouraged marketers to go
beyond what is required by law and pursue environmentally sustainable
strategies?A) the EPAB) the black market C) the green movement D) deregulationE) green intervention52)Many firms today use RFID technology to ________.A)identify new target marketsB)analyze threats and opportunities in the macroenvironmentC)move toward environmental sustainabilityD)track products through various points in the distribution channelE)track patterns of consumer online behavior53) Which country leads the world in research and
development spending?A)EnglandB)GermanyC)SwedenD)JapanE)the United States54)Which of the following is a result of regulations set up
by the Food and Drug Administration and the Consumer Product Safety Commission?A) The time between new product ideas and their introduction
to the market has decreased. B) Spending on research and development has
decreased.C) Research costs for companies have grown.D) More companies have failed to meet safety standards.E) Companies are more focused on making practical,
affordable versions of products.55)Marketers should be aware of laws, government agencies,
and pressure groups that influence or limit various organizations and
individuals in a given society. This is most accurately described as the
________ environment.A) socio-legalB) cultural C) politicalD) legal-technologicalE) economic56)Even the most liberal advocates
of free-market economies agree that the system works best with
________ regulation.A) private B) maximumC) intermittent D) at least some E) no57)Legislation affecting business around the world will
continue to ________. A) become standardizedB) increaseC) remain steady D) decreaseE) threaten the American domestic economy58)The legislation created to limit the number of
commercials aired during children’s programming is called the ________A) Children’s Online Privacy Protection Act B) Child
Protection ActC) Fair Packaging and Labeling Act D) Children’s Television
ActE) Consumer Product Safety Act59)Business legislation has been created for three basic
reasons: to protect companies from each other, to protect consumers, and to
________.A) protect the interests of society B) regulate pricesC) increase world trade D) regulate monopoliesE) promote social responsibility60)The recent rash of business scandals and increased
concerns about the environment have created fresh interest in the issues of
________ and ________.A) ethics; promotion responsibility B) ethics; social
responsibilityC) finances; employee discrimination D) management ethics;
insider trading E) promotion; pricing61)A company or association’s ________ is designed to help
guide responses to complex social responsibility issues.A) code of ethicsB) cause-related marketingC) discretion in enforcing regulations D) privacy policyE) core value system62)The primary concern for consumers with the boom in
Internet marketing is ________.A)accessibilityB)false advertisingC)privacyD)sustainabilityE)social responsibility63)Cause-related marketing is a(n) ________. A)
response to customer needsB) primary form of environmental awareness C) primary form
of corporate givingD) lobbying response to corporate legislative problems E)
attempt to influence consumers’ core beliefs 64)A society’s basic values,
perceptions, preferences, and behaviors are all part of its ________environment. A) socialB) cultural C) politicalD) cultural-economicE) natural65)Marketers should understand that a society’s core beliefs
and values have a high degree of________. A) persistence B) flexibility C) similarityD) ethnocentrism E) conformity66)Your company is making negotiations to enter a market in
Lower Albania. You would most likely discover that ________ beliefs and values
are open to change in this country.A) inherited B) secondary C) primary D) coreE) traditional67)A society’s ________ are expressed in how people view
themselves, organizations, society, nature, and the universe.A) social codes B) cultural values C) demographics D) public
policies E) economies68)Watching the cultural trends of how people view others,
observers have noted an increased interest in ________.A) socializing with co-workersB) going out less and staying home more C) patriotismD) do-it-yourself projects E) adventurous
experiences69)Trends in people’s views of organizations indicate that
which of the following has increased in the past twenty years?A) employees’ loyalty to their employersB) confidence in American political organizations C)
distrust in big American businessesD) confidence in the American education systemE) employees’ view of work as a source of satisfaction70)Watching the cultural trends of how people view society,
observers have noted that since September 11, 2001, marketers responded to the
increased ________ of Americans with special products and promotions.A) loyalty B) patriotism C) distrustD) foreign intolerance E) belligerence71)Which of the following is a potential downside to using
patriotic themes in marketing programs?A) Patriotism has been on the decline in the past decade. B)
Levels of patriotism fluctuate rapidly.C) Such promotions can be viewed as attempts to gain from
others’ triumph or tragedy. D) Americans are less confident in political
organizations.E) Few marketers currently use this technique.72)The LOHAS market is most closely associated with which of
the following cultural trends? A) environmental sustainabilityB) increased patriotismC) distrust of political systems D) organized religionE) thriftiness73)Cultural forecasters have noted a renewed American
interest in ________. A) dominating and taming natureB) the fine artsC) work as a source of satisfaction and self-definition D)
spiritualityE) reforming social classes74)Marketers can take a(n) ________ by taking aggressive
action to affect the publics and forces in their marketing environments.A) environmental stance B) proactive stanceC) natural perspectiveD) natural-management perspective
E) relationship-building perspective75)Which of the following explains why few companies have
been successful in shutting down critics who post complaints on the Web?A) The criticism is usually interpreted as protected speech.B) The courts have typically refused to hear any cases
against individual critics.C) Web sites using “I hate” or “sucks”
in the title along with a company’s name can be easily confused with the
company’s actual Web site.D) Registering domain names to prevent critical Web sites is
a lengthy process.E) Companies have found that it is more effective to respond
in kind with attacks against critics..76)LandPort Transportation and Omega Warehousing move and
store the products your company sells. The two businesses are examples of
________.A) resellersB) marketing services agencies C) marketing intermediaries
D) physical distribution firms E) geographic segments77)Innovations is a producer of electronic circuits that
power a variety of technological devices produced by other companies.
Innovations sells its products to ________ markets.A) business B) government C) consumer D) internalE) financial78)ING, an international insurance and financial services
company, is the primary sponsor of the annual New York City Marathon, which is
attended by over one million fans and watched by approximately 300 million
viewers worldwide. The ING logo and name appear throughout the race course. ING
most likely sponsors the event in order to appeal to which type of public?A) financialB) citizen-actionC) government D) generalE) internal79)Noora DeLange is helping her company develop a marketing
program for a new product line. The program involves emphasizing experience
over acquisition and uses a marketing pitch that is less overt than the
company’s previous programs. The marketing program is most likely designed to
appeal to which of the following demographic groups?A) Gen XersB) nontraditional households C) “micropolitan”
populations D) baby boomersE) manufacturing workers Answer: 80)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?A) baby boomers B) seniorsC) Gen Xers D) MillennialsE) the SOHO market81)Which of the following demographic trends is likely the
most responsible for the increasing number of people who telecommute?A) the migration toward micropolitan and suburban areas B)
the move from rural to metropolitan areasC) the increasing number of nontraditional householdsD) the growing percentage of married couples who do not have
children E) the declining number of manufacturing workers82)Chet Hoffman’s chain of travel agencies has identified
the lesbian, gay, bisexual, and transgender community as a growing market that
spends an increasing percentage of its income on travel. Which of the following
would be the LEAST effective component of a marketing plan for Chet to take
advantage of this opportunity?A) develop a presence on LGBT-oriented social
networking sites B) position his agency as focused on specialized experiencesC) implement a mass marketing campaignD) place specially-targeted ads
in gay-themed publications E) advertise on LOGO83)With an expected increase in ethnic diversity within the
American population, marketers are most likely to place a greater emphasis on
which of the following?A) geographic segmentationB) differing advertising messages C) mass marketingD) “us and them” paradigms E) tiered marketsObjective: 3-284)The green movement will likely spark the LEAST interest
in which of the following?A)recycling programsB)environmentally sustainable strategiesC)social responsibilityD)Internet usageE)biodegradability85)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?A) approval from the Food and Drug Administration (FDA) B)
state laws regulating advertising of pharmaceuticalsC) laws enforced by the Federal Trade Commission D) the Fair
Packaging and Labeling ActE) the Nutrition Labeling and Education Act86)A regional supermarket chain runs print, radio, and
television advertisements announcing that 1% of each of its sales is donated to
local after-school programs for underprivileged youth. This is an
example of ________ marketing.A) cause-relatedB) generational C) sustainable D)
tieredE) cultural87)Which of the following is an example of a core belief?A)Marriage is important.B)Americans should display their patriotism.C)The comforts of home are more important than entertainment
outside of the home.D)Extended warranties are never worth the money consumers
pay for them.E)Professionals should wear business clothes to work.88)Consumers undertaking which of the following would be
most likely to be identified as “cocooning” or “nesting”?A) taking a cruiseB) taking up a new sportC) having a home entertainment center installed D) hiking
the Grand CanyonE) traveling to Asia89)Toyota’s Prius was the
first mass-produced hybrid vehicle, known for its fuel efficiency and
environmental friendliness. The Prius was initially most likely marketed to
which of the following groups?A) the SOHO market B) the LOHAS market C) the LGBT marketD) the Asian American market E) the Millennials market90)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.A) reactive B) proactive C) adversarial D) passive E) team
work Answer: B91)Which of the following forces would marketers be MOST
likely able to influence? A) geographic population shiftsB) core cultural values C) income distributionD) increasing ethnic diversity E) media publics 92)If baby boomers are predictors of where product and
service demand will be, increased demands will most likely be evident in
________ in the upcoming years.A) university enrollment B) beer and wineC) financial services D) the apparel industryE) the automobile industry93)Which of the following best explains why Gen Xers who are
parents tend to put family before career?A) Gen Xers were the first generation of latchkey kids.B) Gen Xers were minimally affected by the recent economic
downturn.C) Gen Xers are more skeptical about marketing than members
of other generations are. D) Gen Xers are not as educated as members of other
generations are.E) Gen Xers do not face as many economic pressures as
members of other generations do.94)In considering the changing American family, which of the
following are marketers likely to consider the LEAST important?A) The number of traditional households has increased. B)
Baby boomers are hitting retirement age.C) The number of married couples with both partners working
outside of the home has increased. D) Married couples with children make up
less than 25% of the nation’s households.E) The number of stay-at-home fathers has
increased in the past 20 years.95)Which of the following is the most reasonable to assume
as more and more Americans move to “micropolitan areas”?A) Geographic segmentation may be less critical to
marketers. B) Rural populations will offer an expanding market.C) Micropolitan areas are likely to offer the same
advantages as metropolitan areas. D) Congested areas are likely to become more
ensnarled.E) Crime rates in metropolitan areas will increase.96)As a marketer of pesticides, which of the following
should give you the LEAST amount of concern?A) shortages of raw materials B) increased pollutionC) increased government intervention D) persistence of
cultural valuesE) chemical pollutants in the food supplyRefer to the scenario below to answer the following
questions.Casey Brickly opened The Landing on the north shore of
Witmer Lake in 1962. With a sandwich counter on one side and a bait shop and
grocery on the other, The Landing was an immediate hit with weekend lake
visitors and local residents alike. In the summer, boaters parked at the piers
and bought all their lake needs rods and reels, bait, fishing licenses,
snacks, soft drinks at TheLanding. Even during the winter months, snowmobilers and ice
fishermen were lured to The Landing for a snack and hot coffee or hot
chocolate.As time passed, the business changed and grew tremendously.
What was formerly a weekend tourist area gradually became a year-round residential
area. Many of the houses, which were built as cottages in the 1950s and 1960s,
were remodeled into year-round homes. By the end of the 1970s, the
days of small motor boats and 10 mile-per-hour speed limits were
gone; skiing and fast speed boats became all the rage. Through it all, The
Landing continued to attract flocks of patrons.In the 1980s, however, Casey started to realize that the
grocery area in The Landing could not compete with larger local retailers. He
eventually enlarged the sandwich counter, transforming the bait shop and
grocery into a restaurant with a full menu typical of any diner.”Getting rid of the bait shop was hard to do,”
Casey admitted. “I still had a summer crowd that relied on us for their
fishing needs, but we couldn’t survive a whole year on four months of
profit.”In the early 2000s, the atmosphere of Witmer Lake and the
neighboring lakes became upscale. “I could see that people were spending
more on their speed boats than what they had originally paid for their cottages!”
Casey exclaimed. Many of the cottages were inherited by children and
grandchildren of the original owners. Once again, the scene started to change
as many of the lake houses were used only as weekend lake homes. Unlike the
previous generation, a vast number of the current owners could afford to live
closer to their jobs while maintaining lake homes. “At this point,
business wasn’t growing,” Casey said.As local competition continued to increase, Casey converted
the diner atmosphere of The Landing into a bar with a lounge area. “The
change might have been too drastic,” Casey said, “but it was the only
way we could maintain a strong, year-round business in spite of the
population shifts and competitive forces.”97) Which microenvironment actors have affected The Landing
the most?A)competitorsB)suppliersC)intermediariesD)natural environmentE)economic environment98)Which of the following macroenvironmental forces has had
the greatest effect on The Landing?A) the demographic environment B) the technological
environment C) the sustainable environment D) the political environmentE) the social responsibility environment99)Which macroenvironmental force has benefitted The Landing
the most?A)the legal environmentB)the natural environmentC)the economic environmentD)the political environmentE)the technological environment100)Which of the following demographic forces has most
likely influenced the recent upscale atmosphere of the area surrounding Witmer
Lake?A) baby boomers reaching their peak earning and spending
years B) Gen Xers displacing the lifestyles of baby boomersC) Millennials beginning to assert their buying power D) the
changing structure of the American familyE) the growing ethnic diversity of the country

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