Chapter 3 the Marketing Environment

GENERAL CONTENT:

Multiple-Choice

Questions 1. The most commercially influential demographic group in history is _____.

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• Generation X
• baby boomers
• Generation Y
• seniors e. infants (Answer: b; p. 70; Easy)

All of the groups within a company are called the _____.

1. culture
2. diversity c. internal environment
3. climate
4. range (Answer: c; p. 66; Moderate)

Which of the following do suppliers not provide marketers within your firm?

• Resources to produce products and services.
• Insight into trends and competitors.
• Partners in creating and delivering customer value. .
• The funding for your paychecks.
• B and C (Answer: d; p. 67; Moderate)

Which of these firms help companies to stock and move goods from their points of origin to their destination?

• Financial intermediaries.
• Physical distribution firms.
• Marketing service firms.
• Resellers.
• Modified rebuyers. (Answer: b; p. 67; Easy)

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 _____.

• financial intermediaries
• physical distribution firms
• arketing service agencies
• resellers
• wholesalers (Answer: a; p. 67; Moderate)

Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. What do we call this market?

• Business.
• Reseller.
• Government.
• Consumer.
• Marketing intermediary. (Answer: d; p. 67; Easy)

What is the name of the market that buys goods and services for further processing or for use in the production process?

• Business.
• Reseller.
• Wholesale.
• Consumer.
• Retail. (Answer: a; p. 67; Easy)

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?

1. Business.
2. Reseller.
3. Wholesale.
4. Consumer.
5. Retail. (Answer: b; p. 67; Moderate)

A company’s marketing environment includes various _____ that consists of any group that has an actual or potential interest in, or impact on, an organization’s ability to achieve its objectives.

• teams
• audiences
• markets
• publics
• intermediaries (Answer: d; p. 68; Moderate)

This type of public is a radio station that carries news, features, and editorial opinions about your area. What is it?

• Financial.
•  Media.
• Citizen-action. . Local.
• Regional. (Answer: b; p. 68; Easy)

They are _____.

• Generation X . Generation Y
• baby busters
• baby boomers
• teenagers (Answer: d; p. 71; Easy)

Which group includes urban professionals that likely prefer an apartment to a house in the suburbs?

• Generation X.
• Generation Y.
• Baby boomers.
• Baby busters.
• All of the above. (Answer: a; pp. 71–72; Easy)

This group shares new cultural concerns, cares about the environment, and responds favorably to socially responsible companies. Who are they?

1. Generation X.
2. Generation Y.
3. Generation Z.
4. Baby boomers.
5. Teenagers. (Answer: a; p. 71; Challenging)

Who are the echo boomers?

• Generation X.
• Generation Y.

Marketers would do well to take heed of the fact that this group is somewhat careful about its spending but can still afford the good life some of the time. Who are they?

1. Lower class.
2. Lower-middle class.
3. Middle class.
4. Upper class.
5. Lower-upper class. (Answer: c; pp. 78–79; Easy)

 One of the major concerns for marketers about the natural environment is the _____.

• number of protestors against misuse
• shortages of raw materials
•  increases in recycling
• offshore oil exploration
• none of the above (Answer: b; p. 80; Easy)

The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the _____.

• raw material market
• natural environment
• endangered environment
• green movement
• factors of production (Answer: b; p. 0; Easy)

As a marketer of pesticides, you should be concerned about all of the following natural environment trends mentioned in your text except _____.

• shortages of raw materials
• increased pollution
• increased government intervention
• government subsidies
• increased acid rain (Answer: d; p. 81; Challenging)

What movement has spawned the marketer’s awareness of environmentally sustainable strategies?

1. EPA.
2. Black market.
3. Green movement.
4. Deregulation.
5. Green intervention. (Answer: c; p. 81; Moderate)

Not only are the baby boomers wealthier, which has likely influenced trends in the lake area, but the population is better educated that has allowed people to demand more from the market. (p. 70; Moderate)

Among some of the older patrons of The Landing was negative talk about Casey’s converting his business into a bar. What are two examples of social responsibility that Casey could embrace in an effort to offset that negativity? Casey could sponsor local ball teams, for example, or he could contribute to or help with the Witmer Lake Enhancement Committee. p. 85; Moderate)

What possible shifts in cultural values may once again impact Casey’s mission at The Landing? Casey will likely continue to track preferences of the baby boomers because this population group has been the primary driver of his business. As more baby boomers retire and age and choose to spend more time with grandchildren, life at the lake may again become a focal point in the baby boomers’ lives. (p. 87; Challenging)

What current characteristics of Casey’s business indicate that we have moved from a “me society” to a “we society”?

The Landing is now merely surviving as a bar indicates that more people want to “be with others,” as the text indicates. (p. 88; Challenging)

What might allow Casey Brickly to now take a more proactive stance in responding to the marketing environment? Casey has owned The Landing for more than four decades; therefore, he may have a more innate sense of how to deal with his market. In addition, he understands who his primary customers have been; therefore, he could be able to better predict their preferences. (p. 90; Moderate)

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