市场营销英文版复习资料kotler03_tif_revised

Part 2: Understanding the Marketplace and Consumers Chapter 3: The Marketing Environment Chapter 3 The Marketing Environment GENERAL CONTENT: Multiple-Choice Questions 1. The most commercially influential demographic group in history is _____. a. generation X b. baby boomers c. generation Y d. seniors e. infants (Answer: b; p. 70; Easy) 2. All of the groups within a company are called the _____. a. culture b. diversity c. internal environment d. climate e. range (Answer: c; p. 65; Moderate) 3. Which of the following do suppliers not provide marketers within your firm? a. resources to produce products and services b. insight into trends and competitors c. partners in creating and delivering customer value d. the funding for your paychecks e. B and D (Answer: d; p. 65; Moderate) 4. These firms help companies to stock and move goods from their points of origin to their destination. a. financial intermediaries b. physical distribution firms c. marketing service firms d. resellers e. modified rebuyers (Answer: b; p. 66; Easy) 5. 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 service agencies d. resellers e. wholesalers (Answer: a; p. 66; Moderate) 6. Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. What do we call this market? a. business b. reseller c. government d. consumer e. marketing intermediary (Answer: d; p. 66; Easy) 7. Name the market that buys goods and services for further processing or for use in the production process. a. business b. reseller c. wholesale d. consumer e. retail (Answer: a; p. 66; Easy) 8. 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 (Answer: b; p. 67; Moderate) 9. A company’s marketing environment includes various _____, which consists of any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. a. teams b. audiences c. markets d. publics e. intermediaries (Answer: d; p. 67; Moderate) 10. This type of public is a radio station that carries news, features, and editorial opinions about your area. What is it? a. financial b. media c. citizen-action d. local e. regional (Answer: b; p. 67; Easy) 11. A consumer organization, environmental group, or minority group have challenged your firm’s stand on a local issue. This is the _____ public. a. general b. local c. government d. citizen-action e. media (Answer: d; p. 68; Challenging) 12. Your marketing environment is currently researching the size, density, location, age, and occupations of your target market. What is this environment? a. demographic b. psychographic c. VALS d. geographic e. product-use (Answer: a; p. 69; Moderate) 13. Statisticians have projected the world’s population to reach _____ billion by the year 2030. a. 6.5 b. 6.9 c. 7.5 d. 7.9 e. 8.1 (Answer: e; p. 69; Easy) 14. The three largest age groups in America are the baby boomers, generation X, and _____. a. seniors b. generation Y c. teens d. toddlers e. infants (Answer: b; p. 70; Moderate) 15. You distribute coupons to every household in America. Sooner or later, you will reach all _____ million people in this country. a. 267 b. 277 c. 287 d. 293 e. 297 (Answer: d; p. 70; Easy) 16. 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 people c. slowing birth rates d. increase in professional jobs e. aging population (Answer: a; p. 70; Moderate) 17. Some baby boomers are referred to as “DINKs.” What does this stand for? a. dependable income, no-kids couple b. don’t work, intelligent, no-kicks c. dual-income, no-kids couple d. doing it and not knowing e. none of the above (Answer: c; p. 70; Easy) 18. Baby boomers were born between the years 1946 and _____. a. 1954 b. 1960 c. 1964 d. 1970 e. 1980 (Answer: c; p. 70; Easy) 19. This demographic age group is approaching life with a new stability and reasonableness in the way they live, think, eat, and spend. They are _____. a. generation X b. generation Y c. baby busters d. baby boomers e. teenagers (Answer: d; p. 71; Easy) 20. Which group includes urban professionals that likely prefer an apartment to a house in the suburbs? a. generation X b. generation Y c. baby boomers d. baby busters e. all of the above (Answer: a; p. 72; Easy) 21. This group shares new cultural concerns, cares about the environment, and responds favorably to socially responsible companies. Who are they? a. generation X b. generation Y c. generation Z d. baby boomers e. teenagers (Answer: a; p. 71; Challenging) 22. Who are the echo boomers? a. generation X b. generation Y c. generation Z d. baby boomers e. baby busters (Answer: b; p. 73; Moderate) 23. This group has created large kid and teen markets. Who are they? a. generation X b. generation Y c. generation Z d. baby boomers e. elderly (Answer: b; p. 73; Easy) 24. Recently you read a marketing research report that mentioned _____ has (have) utter fluency and comfort with computer, digital, and Internet technology. a. generation X b. generation Y c. the elderly d. preschool children e. baby boomers (Answer: b; p. 73; Moderate) 25. Defining people by their birth date may be less effective than segmenting them by their _____ or _____. a. income; occupation b. lifestyle; occupation c. lifestyle; life stage d. occupation; life stage e. gender; sexual preference (Answer: c; p. 74; Challenging) 26. It is interesting to note that about _____ percent of American households contain married couples with children. a. 24 b. 28 c. 32 d. 34 e. 41 (Answer: d; p. 75; Moderate) 27. The three groups of baby boomers include leading, _____, and trailing. a. core b. general c. secondary d. central e. primary (Answer: a; p. 74; Moderate) 28. _____ households are now growing faster than _____ households. a. Traditional; nontraditional b. Large; traditional c. Nontraditional; smaller d. Nontraditional; traditional e. Male-dominant; female-dominant (Answer: d; p. 75; Moderate) 29. In 1950, women made up 30 percent of the workforce; now they make up _____. a. 35 percent b. 40 percent c. 43 percent d. 46 percent e. 60 percent (Answer: e; p. 75; Moderate) 30. Americans are very mobile. Over the past two decades, the U.S. population has shifted toward the _____ states. a. Midwest b. western c. sunbelt d. southeastern e. New England (Answer: c; p. 76; Easy) 31. Within given regions, the population is moving from large cities to ______. a. farming communities b. rural areas c. foreign countries d. suburbs e. coastal towns (Answer: d; p. 76; Moderate) 32. Nearly 40 million Americans are working out of their homes with electronic conveniences. They are called the _____ market. a. telecommuters b. SOHO c. mobile d. work-at-home e. lazy (Answer: b; p. 76; Challenging) 33. Population shifts interest marketers because people in different regions _____ differently. a. eat b. think c. buy d. act e. all of the above (Answer: c; p. 76; Easy) 34. Facts For You research firm has just released a report that one of these groups of workers has declined during the last 20 years. Which one is it? a. white collar b. blue collar c. service d. unemployed e. restaurant employees (Answer: b; p. 77; Moderate) 35. Marketers need to know that almost everyone in this country is a native. Which country is it? a. China b. Bolivia c. Japan d. Korea e. United States (Answer: c; p. 77; Easy) 36. Because of increased _____, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services. a. income b. family size c. education d. social class awareness e. none of the above (Answer: c; p. 77; Easy) 37. It is important for marketers to know that the _____ population growth is 12 times greater than the Caucasian growth rate. a. Hispanic b. minority c. Asian d. African American e. Pacific Islander (Answer: b; p. 77; Challenging) 38. Most large companies know they must now target specially designed _____ and _____ to ethnic groups in the United States. a. advertising; services b. services; promotions c. products; promotions d. services; labeling e. TV commercials; newspaper ads (Answer: c; p. 77; Moderate) 39. Members of this group are more likely than the general population to have professional jobs, own a vacation home, own a notebook computer, and own individual stocks. a. yuppies b. gays and lesbians c. baby boomers d. echo boomers e. environmentalists (Answer: b; p. 78; Challenging) 40. This group of Americans totals 54 million. Who are they? a. baby boomers b. people born in American c. people with disabilities d. people with foreign-born parents e. none of the above (Answer: c; p. 79; Moderate) 41. The _____ environment consists of factors that affect consumer purchasing power and spending patterns. a. social-cultural b. political-legal c. technological d. economic e. natural (Answer: d; p. 80; Easy) 42. 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. a. lower class b. lower-middle class c. middle class d. upper class e. lower-upper class (Answer: c; p. 80; Easy) 43. Find the group of expenses that use up most household income. a. food, housing, retirement planning b. housing, insurance, taxes c. food, housing, transportation d. housing, taxes, transportation e. food, travel, electronics (Answer: c; p. 81; Moderate) 44. Ernst Engel’s laws generally have been supported by recent studies. He discovered that as family income rises, the percentage spent on _____ declines and the percentage spent on _____ remains about constant. a. food; clothing b. clothing; recreation/entertainment c. food; transportation d. food; housing e. recreation/entertainment; retirement planning (Answer: d; p. 81; Challenging) 45. One of the major concerns for marketers about the natural environment is the _____. a. number of protestors against misuse b. shortages of raw materials c. increases in recycling d. offshore oil exploration e. none of the above (Answer: b; p. 81; Easy) 46. 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 (Answer: b; p. 81; Easy) 47. As a marketer of pesticides, you should be concerned about all of the following natural environment trends mentioned in your text except _____. a. shortages of raw materials b. increased pollution c. increased government intervention d. government subsidies e. increased acid rain (Answer: d; p. 81; Challenging) 48. What movement has spawned the marketer’s awareness of environmentally sustainable strategies? a. EPA b. black market c. green movement d. deregulation e. green intervention (Answer: c; p. 82; Moderate) 49. Which of the following represents the most dramatic force shaping a marketer’s destiny? a. technological environment b. natural environment c. legal-political environment d. deregulation e. partnership marketing (Answer: a; p. 82; Easy) 50. New technologies create new opportunities and new _____. a. products b. services c. markets d. means of financing purchases e. headaches (Answer: c; p. 82; Moderate) 51. This country leads the world in research and development spending. This aids marketers in developing new products for market segments. a. England b. Germany c. Sweden d. Japan e. United States (Answer: e; p. 85; Moderate) 52. Marketers are aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. We call this the _____ environment. a. socio-legal b. legal-cultural c. political d. legal-technological e. economic (Answer: c; p. 85; Easy) 53. Even the most liberal advocates of free-market economies agree that the system works best with _____. a. medium regulation b. maximum regulation c. occasional regulation d. at least some regulation e. no regulation (Answer: d; p. 85; Moderate) 54. As marketing manager for Laser Industries, you should be aware that legislation affecting business around the world will continue to _____. a. exist b. increase c. remain steady d. decrease e. threaten the American domestic economy (Answer: b; p. 85; Easy) 55. 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 (Answer: a; p. 87; Challenging) 56. The reason business regulation exists to protect the interests of society is to limit ______. a. businesses from harming each other b. unfair business practices c. unrestrained business behavior d. monopolistic competition e. money laundering (Answer: c; p. 87; Moderate) 57. International marketers will encounter the most business legislation in what country? a. Canada b. Russia c. China d. United States e. Japan (Answer: d; p. 87; Moderate) 58. Marketers will encounter legislation to regulate business activity in the United States at which of these levels? a. local b. national c. international d. state e. all of the above (Answer: e; p. 87; Easy) 59. 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 (Answer: b; p. 87; Challenging) 60. The primary concern with the boom in e-commerce and Internet marketing is _____. a. pornography b. rip-offs c. privacy d. ethics e. misinformation (Answer: c; p. 87; Moderate) 61. A society’s basic values, perceptions, preferences, and behaviors are found in its _____ environment. a. social b. cultural c. socio-cultural d. cultural-economic e. natural (Answer: b; p. 89; Easy) 62. Marketers must understand that a society’s core beliefs and values have a high degree of _____. a. persistence b. rigidity c. similarity d. ethnocentrism e. conformity (Answer: a; p. 89; Challenging) 63. The Yankelovich model maintains that the decade drivers for the 2000s will come primarily from the _____ and the _____. a. echo boomers; baby boomers b. generation Xers; generation Yers c. baby boomers; generation Xers d. elderly; gays and lesbians e. none of the above (Answer: c; p. 89; Challenging) 64. During the 2000s, baby boomers will be driven by all of the following except one. a. adventure b. smarts c. intergenerational support d. shying away from traditional values e. financial means (Answer: d; p. 89; Moderate) 65. During the 2000s, generation Xers will be driven by which of the following factors? a. redefining the good life b. new rituals c. cutting and pasting d. all of the above e. none of the above (Answer: d; p. 89; Challenging) 66. As contrasted with the “me” society during the 1980s, the new consumers are adopting more _____ behaviors and ambitions. a. conservative b. social c. liberal d. middle-of-the-road e. self-centered (Answer: b; p. 90; Moderate) 67. Marketers have noticed a shift away from the “me” society to the “_____” society. a. them b. we c. new d. future e. us and them (Answer: b; p. 90; Easy) 68. Today’s employees tend to be less loyal to and more _____ of employers. a. trustful b. respectful c. ashamed d. distrustful e. A and B (Answer: d; p. 91; Easy) 69. Since September 11, many marketers have taken advantage of increased _____ in Americans. a. loyalty b. patriotism c. distrust d. foreign intolerance e. belligerence (Answer: b; p. 91; Moderate) 70. People’s orientation to their society influences their attitudes toward the marketplace and their consumption _____. a. desires b. needs c. patterns d. wants e. habits (Answer: c; p. 91; Moderate) 71. Marketers have observed that consumers are involved in more camping, hiking, boating, fishing, and other outdoor activities because of their _____. a. love of nature b. awareness of nature c. need of exercise d. lack of money e. none of the above (Answer: a; p. 91; Moderate) 72. Consumers’ love of nature has resulted in a $25 billion industry supplying _____ and _____ products to a growing market. a. natural; low-priced b. organic; healthy c. natural; organic d. organic; weight-loss e. environmentally friendly; nature-sensitive (Answer: c; p. 91; Challenging) 73. Some experts explain that Americans are concerned with the meaning of life and issues of the soul and spirit and are on a _____ journey that marketers need to envision. a. religious b. philosophical c. eternal d. spiritual e. naturalistic (Answer: d; p. 91; Moderate) 74. Individuals are bringing their spiritual awareness to the _____ they buy. a. products b. styles c. brands d. benefits e. all of the above (Answer: c; p. 92; Moderate) 75. Marketers can take _____ by taking aggressive action to affect the publics and forces in their marketing environments. a. an environmental perspective b. a proactive stance c. a natural perspective d. a natural management perspective e. a relationship building perspective (Answer: b; p. 92; Challenging) True/False 76. Baby boomers comprise the most commercially influential demographic group in history. (Answer: True; p. 70; Easy) 77. Today’s marketers must be good at building relationships in order to connect effectively with customers, others in the company, and external partners. (Answer: True; p. 64; Challenging) 78. When your marketing manager, Suzie Kwan, discussed factors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers, you knew that she was talking about the external marketing concept. (Answer: False; p. 64; Moderate) 79. Boz Foster, owner of the 21-store chain of Boz Cycles, explained to the store managers at a recent sales meeting that marketers, more than any other group in the company, must be the trend trackers and opportunity seekers. (Answer: True; p. 65; Moderate) 80. The microenvironment consists of larger societal forces that affect the microenvironment, such as demographic, economic, political, and cultural forces. (Answer: False; p. 65; Easy) 81. The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics. (Answer: False; p. 65; Moderate) 82. Your accounting department must measure revenues and costs to help the marketing department know how well it is achieving its objectives. (Answer: True; p. 65; Easy) 83. Trudie Jones works for a firm that is a distribution channel member that helps the company find customers or make sales to them. Trudie works for a reseller. (Answer: True; p. 66; Moderate) 84. Marketing research firms, advertising agencies, media firms, and marketing consulting firms are referred to as marketing services agencies. (Answer: True; p. 66; Easy) 85. As an employee of Bonkers Enterprises, you market wild and crazy games for teens to play at parties. You work in the business market. (Answer: False; p. 67; Easy) 86. Today’s marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as mere partners. (Answer: False; p. 66; Easy) 87. No single competitive marketing strategy is best for all companies. (Answer: True; p. 67; Easy) 88. Consumer organizations such as environmental and minority groups may question a company’s marketing decisions. This type of public is called the local public. (Answer: False; p. 68; Moderate) 89. The reason the demographic environment is of major interest to marketers is because it involves people, and people make up markets. (Answer: True; p. 69; Easy) 90. The single most important demographic trend in the United States that marketers should understand is the changing family structure. (Answer: False; p. 70; Moderate) 91. It is important to note that as baby boomers reach their peak earning and spending years, they become markets for high-ticket items. (Answer: True; p. 71; Easy) 92. Generation Yers buy a lot of products including cosmetics, cars, fast food, sweaters, boots, electronics, mountain bikes, and computers. (Answer: False; p. 73; Moderate) 93. By the year 2010, the generation Xers will take over the baby boomers as a primary market for almost every product category. (Answer: True; p. 72; Moderate) 94. Marketers must increasingly consider the special needs of nontraditional households because they are now growing more rapidly than traditional households. (Answer: True; p. 75; Moderate) 95. Recent shifts in where people live affect where people work. (Answer: True; p. 76; Moderate) 96. The American workforce today is better educated and more white collar. (Answer: True; p. 77; Easy) 97. Companies in several industries are now waking up to the needs and potential of the gay and lesbian segment. (Answer: True; p. 78; Easy) 98. The gay and lesbian market represents 54 million people and almost $1 trillion in annual spending power. It is larger than African Americans or Hispanics. (Answer: False; p. 78; Moderate) 99. Most household income is used up in purchasing foods, housing, and transportation. (Answer: True; p. 80; Moderate) 100. The significant trends in the natural environment include shortages of raw materials, increased pollution, and decreased government intervention. (Answer: False; p. 81; Challenging) 101. Significant reasons for business legislation to be enacted include protecting the interests of society, protecting consumers, and protecting companies from each other. (Answer: True; p. 87; Easy) 102. The difference in the cultural environment between core values and beliefs and secondary values and beliefs is that the former are more open to change. (Answer: False; p. 89; Easy) 103. When firms take aggressive action to affect the publics and forces in their marketing environment, they are taking an environmental management perspective. (Answer: True; p. 92; Moderate) 104. According to Engel’s laws, consumers tend to spend a smaller percentage of income on food as income rises. (Answer: True; p. 81; Moderate) 105. Environmental concerns have been on the decline in the past decade; more government legislation and the green movement may be the cause of this trend. (Answer: False; p. 85; Moderate) Essay 106. Who are the major players in a company’s microenvironment? Within the company, marketing management takes other groups into account such as top management, finance, research and development, purchasing, operations, and accounting. Suppliers form an important link in the company’s overall customer value-delivery system. Marketing intermediaries help the firm to promote, sell, and distribute its goods to final buyers. They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries. (p. 65; Moderate) 107. What goes into a company’s macroenvironment? Studying demography to determine the human population in terms of size, density, location, age, gender, race, occupation, and other statistics in a firm’s market area is essential. It is important to note that the most single important demographic trend in the United States is the changing age structure. A firm must be aware of generational differences and the changing American family structure. (p. 68; Moderate) 108. Describe important factors in the marketing environment. It consists of the factors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Marketers must be good at customer relationship management and partner relationship management to survive in this environment. Customers, suppliers, competitors, and various publics must be studied. (p. 64; Challenging) 109. Differentiate between the basic marketing intermediaries. These groups help the company to promote, sell, and distribute its goods and services to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Marketing services agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. Financial intermediaries include 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. (p. 66; Challenging) 110. Distinguish among the five types of customer markets. Consumer markets consist of individuals and households that buy goods and services for personal use. Business markets buy goods and services for further processing or for use in their production process. Reseller markets buy goods and services to resell at a profit. Government markets are made up of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them. International markets consist of these buyers in other countries, including consumers, producers, resellers, and governments. (p. 66; Moderate) 111. What can marketers learn from demography? Marketers can learn much about human populations in terms of size, density, age, location, gender, race, occupation, and other statistics. We learn that the world population is growing at an explosive rate, which means growing human needs to satisfy. The baby boomer market of 78 million people has created the largest single market in U.S. history. Generation Xers and generation Yers have different needs and wants and have money to satisfy them. We can learn the differences in the generations and in the changing American family. The mobility and geographic shifts open new marketing opportunities for many companies. A better-educated and more white-collar population in the United States means a shift in emphasis on many goods and services. (p. 69; Easy) 112. What steps is the government taking to regulate the political environment? Governments develop public policy to guide commerce with sets of laws and regulations that limit business for the good of society as a whole. Business legislation has been enacted for a number of reasons, including to protect companies from each other, consumers, and the interests of society. (p. 85; Moderate) 113. Explain the impact of the baby boomers, generation X, and generation Y on today’s marketing strategies. The baby boomers earn more than half of all personal income; this group enjoys adventure vacations, providing Harley-Davidson and marketers of watercraft, for example, a huge target market. They are attracted to high-priced cars, health and fitness, and other luxuries. Generation X members carry a more cautious outlook and care about the environment and social responsibility; they are less materialistic than baby boomers. Generation Y members are children of the baby boomers. They buy designer clothes; they are brand conscious and highly computer literate. The demands of these population groups set marketing trends. (p. 70; Easy) 114. Explain Engel’s laws. Ernst Engel suggested that the percentage of income spent on food declines as family income increases; further, the amount devoted to savings increases. Though family food consumption remains relatively constant, individuals can and do buy those other types of items (or save more of their money) when they can afford to do so. People typically do not choose to invest in more food, above the amount already consumed, just because income rises. (p. 81; Challenging) 115. Identify major trends in the firm’s natural and technological environments. The natural environment shows three major trends: shortages of certain raw materials, higher pollution levels, and more government intervention in natural resource managements; environmental concerns create marketing opportunities for alert companies. The technological environment presents four major trends: the fast pace of technological change, high research and development budgets, the concentration by companies in minor product improvements, and increased government intervention. (p. 81; Moderate) APPLICATION CONTENT: Multiple-Choice Questions 116. Jamie Bestowitcz is researching the factors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. What is Jamie researching? a. the marketing environment b. strategic planning c. target markets d. the marketing mix e. none of the above (Answer: a; p. 64; Moderate) 117. You are directed to study the factors that are close to the company that affect its ability to serve its customers—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 green movement e. the global environment (Answer: b; p. 65; Moderate) 118. You are directed to study the factors that are larger societal forces that affect your company—demographic, economic, natural, technological, political, and cultural. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the marketing mix e. the global environment Answer: a; p. 68; Easy) 119. LandPort Transportation and Omega Warehousing help distribute the goods 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 (Answer: c; p. 66; Challenging) 120. Currently, you are employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. For whom are you employed? a. financial intermediary b. physical distribution firm c. marketing service agency d. reseller e. green marketer (Answer: c; p. 66; Moderate) 121. Your company is making negotiations to enter basic markets in Lower Albania. You have discovered that _____ beliefs and values are more open to change in this country than in the United States. a. simple b. secondary c. primary d. core e. none of the above (Answer: b; p. 89; Easy) 122. Assume that you are a manager at a firm that takes an environmental management perspective. You will hire _____ to influence legislation affecting their industries to their advantage. a. mediators b. green marketers c. lobbyists d. negotiators e. politicians (Answer: c; p. 92; Easy) 123. If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in _____ in the coming years. a. university enrollment b. beer and wine c. the need for healthcare d. the apparel industry e. the automobile industry (Answer: c; p. 70; Moderate) 124. In considering the changing American family, which of the following will marketers consider to be the most important? a. Not all families include husband, wife, and children. b. Baby boomers are hitting retirement age. c. More people are divorcing. d. A and C e. All of the above (Answer: d; p. 75; Moderate) 125. If more and more Americans are moving to “micropolitan areas,” marketers could assume that _____. a. geographic segmentation may be less critical b. geographic segmentation may play a larger role in marketers’ strategies c. micro areas may offer the same advantages as metro areas d. congested areas may be clearing out as a result e. all of the above (Answer: e; p. 76; Challenging) 126. With an expected increase in the ethnic populations, marketers may place a greater emphasis on _____. a. geographic segmentation b. differing advertising messages c. mass marketing d. demographic segmentation e. B and D (Answer: e; p. 77; Challenging) 127. The green movement will likely spark the LEAST interest in _____. a. recycling programs b. environmentally sustainable strategies c. social responsibility d. Internet usage e. biodegradability (Answer: d; p. 82; Easy) 128. Yankelovich’s Monitor has identified the “duty and fun” consumers. Which of the following will these consumers most likely do? a. refuse to have children b. cut up their credit cards c. buy with coupons now but still pay with a high-interest credit card d. hire a repair person rather than fix the leaky faucet themselves e. raise dogs rather than cats (Answer: c; p. 90; Challenging) 129. The shift from a “me society” to a “we society” will likely see the greatest increases in demand for _____. a. soft drinks and shampoo b. health clubs and cruises c. handheld games and flat-soled shoes d. recycling and electric lawn mowers e. investing and brokerage services (Answer: b; p. 91; Moderate) 130. In what way(s) might the Florida Citrus Growers rely on marketing intermediaries? a. to provide speed in delivery to consumers b. to package the fruit c. to assist with promotional efforts d. to perform in the overall value delivery system e. all of the above (Answer: e; p. 66; Easy) 131. Baby boomers are more likely to _____; whereas, generation Xers are likely to ______. a. eat at Burger King; eat at McDonald’s b. age gracefully; purchase anti-aging creams c. look for excuses to not work; work two jobs d. live in a house in the suburbs; live in an apartment e. have a more cautious economic outlook; maintain materialistic values (Answer: d; p. 72; Easy) 132. Changes in the macroenvironment abound. Change in the _____ environment is most likely to create new markets and opportunities because this is the most dramatic force shaping our destiny. a. technological b. natural c. economic d. cultural e. political (Answer: a; p. 82; Easy) 133. As indicated in the chapter opener, change in the _____ environment has impacted the marketing strategy at McDonald’s the most. a. technological b. natural c. economic d. cultural e. political (Answer: d; p. 63; Easy) 134. _____ may impact product demand at McDonald’s more than _____. a. Recognizing people with disabilities; recognizing an increasing Asian market b. Geographic shifts in population; the increasing gay and lesbian market c. The green movement; cause-related marketing d. Changing lifestyles; geographic shifts in population e. An increased white-collar population; a better educated population (Answer: d; p. 77; Challenging) 135. If core beliefs and values have a high degree of persistence, which of the following may be true? a. People in a society may hold the same values. b. Core beliefs and values may be difficult to change. c. One culture may use core beliefs and values upon which to generalize about another culture. d. A and C e. A, B, and C (Answer: e; p. 89; Challenging) Short Answer 136. If there is one overall lesson to be learned in the opening McDonald’s scenario, what would it be? As consumers’ needs change, marketers must change with them. (p. 64; Moderate) 137. How have large retailers, such as Wal-Mart, changed the dynamic behind partnering with resellers? More and more large retailers have tremendous bargaining power with suppliers; the “giants” often set their own terms and can shut the manufacturer out of large markets. (p. 66; Moderate) 138. As the baby boomers move through life, how have their demands for certain products and services changed? One example is the move from needing daycare facilities in the 1970s and early 1980s to needing more healthcare options in the 1990s and beyond. (p. 70; Easy) 139. Why might marketers want to target segments based on their lifestyles rather than on their age groups? Too much might be assumed about people in the same age group. Grouping people by lifestyle may eliminate some of the inaccurate assumptions made regarding age; lifestyle characteristics may be easier to identify. (p. 70; Challenging) 140. In studying the geographic shifts in population, give two examples of products for which demand will likely change with a shift in population from metropolitan to rural areas. Increased usage of lawn mowers and automobiles, for example, would likely result. (p. 76; Easy) 141. One purpose of government regulation is to protect consumers from unfair business practices. List two areas in which this may occur. Some firms, if left alone, may produce shoddy products, mislead consumers in their advertising, or deceive consumers through packaging and pricing. (p. 87; Moderate) 142. How might a marketer act in a socially responsible way toward the general public? Marketers may work to make products safer, to protect the environment with biodegradable packaging, and to support social organizations through cause-related marketing. (p. 87; Easy) 143. Why might generation Yers be considered to be more cautious than either baby boomers or generation Xers? Generation Y members grew up among more single-parent households and in a time of corporate downsizing, for example; these factors have impacted their overall outlook. (p. 73; Moderate) 144. Give two characteristics of the American family that depict its “nontraditional” nature. More adults of one or both sexes “live together” ; working women are making up a larger portion of the workforce; the percentage of married couples with children is falling; and more stay-at-home dads can be found. (p. 75; Easy) 145. Increasing diversity characterizes the American marketplace. What parts of the marketing mix might this impact the most? Increased diversity is likely to impact any of the four Ps as marketers build their marketing mixes. (p. 77; Easy) 146. Describe the consumer segments based on income distribution in the United States. Upper-class consumers’ spending patterns are not affected by economic shifts; the rich have grown richer in the past 30 years in the United States. The middle class, which has shrunk, is careful about spending but can sometimes still afford the “good life.” Working-class consumers must stick to the basics; the underclass must count their pennies. (p. 80; Challenging) 147. Briefly explain the following statement: “The distribution of income has created a two-tiered market.” Many markets target the affluent and the less affluent at the same time; the same product might be made differently for both groups, for example. (p. 80; Easy) 148. What is meant by the “green movement”? The green movement includes companies’ efforts beyond government regulation in developing environmentally sustainable strategies, including recycling, biodegradability, pollution control, and energy efficiency. (p. 82; Easy) 149. What comprises the political environment? The political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. (p. 85; Easy) 150. Explain the controversy surrounding cause-related marketing. Companies using cause-related marketing may be perceived as trying to merely increase sales or improve their images if their connection to the cause is not accurately explained or understood. (p. 89; Moderate) 151. What is the difference between a core belief and a secondary belief? A core belief is a stronger, overall belief; an example might be a strong work ethic. A secondary belief is more open to change; an example might be one’s idea that a strong work ethic can be maintained even if working only part-time. (p. 89; Moderate) 152. What types of companies may be most likely to utilize marketing intermediaries? Such companies may be those relying on help with promotion, speed of delivery, storage space, local customer service, or product installation. (p. 66; Easy) 153. How might geographic shifts in population impact marketers? People in different regions buy differently. If tastes and preferences are taken with consumers as they disperse geographically, predicting specific consumption patterns in certain geographic areas may become difficult over time. (p. 76; Easy) 154. In targeting the gay and lesbian market, what part of the marketing mix will likely be impacted the most? Promotion will be impacted the most as marketers work to reach their specific targets. Characteristics of products, levels of price, and placement will likely not matter as much. (p. 77; Moderate) 155. How might a marketer act in a socially responsible way toward customers? Marketers can work to guarantee fair prices, honest advertising, and product safety, while making efforts to preserve the natural environment. (p. 87; Easy) Scenario 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 times changed and business 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 being 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. And 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.” As the 1990s approached, the aura surrounding 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 being inherited by children and grandchildren of the original owners. Once again, the scene started to change as many of the lake houses were once again 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.” 156. What microeconomic forces have impacted The Landing the most? Geographic shifts in customer population greatly impacted business as area residents shifted from being weekenders to year-round residents to weekenders again. Also, competitor actions—first harming business in the bait shop and grocery, then in the restaurant—impacted business. (p. 65; Easy) 157. What macroeconomic forces have impacted The Landing the most in the long run? Elements from the demographic and economic environments impacted The Landing the most in the long run. (p. 68; Easy) 158. Which macroeconomic force may be most responsible for The Landing’s 43-year survival? The natural environment—namely, Witmer Lake—has been most responsible for attracting consumers to the area. It is the one macro force that has remained constant. (p. 68; Easy) 159. What political forces, if any, are evident in this scenario? Legislation that allowed skiing and speed boats on Witmer Lake changed the way that people were attracted to the area after the late 1970s. (p. 85; Moderate) 160. How has the baby boom population impacted business at The Landing in the past four decades? As the baby boomers aged, they likely began to inherit their parents’ lake cottages, which had been used as year-round homes. As the baby boomers have grown wealthier, they have been able to maintain their lake homes as cottages. It has been these shifts that have impacted Casey’s business. (p. 70; Challenging) 161. What demographic forces have likely influenced the recent upscale aura of the area surrounding Witmer Lake? Not only are the baby boomers wealthier, which has likely influenced trends in the lake area, but the population is better educated, which has allowed people to demand more from the market. (p. 69; Moderate) 162. 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. 87; Moderate) 163. 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. 89; Challenging) 164. 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. 91; Challenging) 165. 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. 64; Moderate) 63 92 93