Transcript The percent of married couples with children is increasing. More

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
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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.
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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
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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.
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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
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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.
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To sell this furnace equipment more effectively,
your team might seek the assistance of all of
the following marketing intermediaries EXCEPT:
1.
2.
3.
4.
Resellers
Financial institutions
Physical distribution firms
Suppliers
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3-8
To sell this furnace equipment more effectively,
your team might seek the assistance of all of
the following marketing intermediaries EXCEPT:
1.
2.
3.
4.
Resellers
Financial institutions
Physical distribution firms
Suppliers
Suppliers provide the resources needed by the company
to produce its goods and services, but do not help
resell, distribute, or finance transactions.
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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.
2.
3.
4.
Generation Y
Generation X
Baby Boomers
All of the above
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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.
2.
3.
4.
Generation Y
Generation X
Baby Boomers
All of the above
The shared experiences of Generation Xers have shaped their
economic outlook and response to marketing messages.
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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.
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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.
2.
3.
4.
The South
The Northeast
The Midwest
Canada
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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.
2.
3.
4.
The South
The Northeast
The Midwest
Canada
The U.S. population has been migrating towards the
Southern and Western states for the past two decades.
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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.
2.
3.
4.
The working class
The upper-class
The underclass
The middle class
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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.
2.
3.
4.
The working class
The upper-class
The underclass
The middle class
With limited income to make basic purchases, the
underclass is the least likely group to be able to afford
hotel accommodations.
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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.
2.
3.
4.
becoming more ethnically diverse.
growing older.
more inclined toward citizen action.
becoming better educated.
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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.
2.
3.
4.
becoming more ethnically diverse.
growing older.
more inclined toward citizen action.
becoming better educated.
The growing number of educated people will increase
demand for personal computers and Internet service.
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