市场营销(英语版阿姆斯特朗)复习题

Marketing: An Introduction, 11e (Armstrong)
Chapter 3 Analyzing the Marketing Environment

1) Which of the following is considered to be a part of the marketing microenvironment of a firm?
A) the political state of the country
B) the cultural forces that exist in a society
C) the suppliers of the company
D) the technological resources available
E) the different demographic trends in the market
Answer: C
Page Ref: 66
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

2) Large societal forces like demographic, economic, natural, technological, political, and cultural forces that affect the microenvironment are considered to be part of the ________ of an organization.
A) supplier chain
B) macroenvironment
C) marketing intermediaries
D) internal environment
E) distribution channels
Answer: B
Page Ref: 66
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

3) Which of the following would be a component of a company's marketing microenvironment?
A) a just-in-time inventory system followed by the company when making purchase decisions
B) a set of laws that require the company to scale down its promotional phone calls to customers
C) a changing demographic picture that the firm has to constantly adapt its products to
D) a new technology that would ensure significant cost-cutting if implemented in the firm
E) a set of environmental sustainability laws that significantly impact the company's production processes
Answer: A
Page Ref: 67
Difficulty: Moderate
Chapter LO: 1
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
4) ________ are distribution channel firms that help the company find customers or make sales to them.
A) Resellers
B) Suppliers
C) Producers
D) Consumers
E) Government agencies
Answer: A
Page Ref: 68
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

5) Which of the following is an example of a marketing intermediary?
A) a firm that acts as a liaison between the company and the government
B) a firm that provides technical expertise on the production design of a particular product
C) a firm that is a direct competitor to the company's products
D) a firm that supplies raw materials needed for manufacturing the company's products
E) a firm that helps move the company's stocks from production points to distribution centers
Answer: E
Page Ref: 68
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

6) Which of the following is an example of an internal public in a company's marketing environment?
A) a community organization that tries to bridge the gap between the company and the community
B) a sup

plier responsible for sourcing most of the raw materials used in production
C) a company director who is working to improve the company's image in the society
D) a bank that helps the company acquire loans
E) a consumer organization that questions the actions taken by the company
Answer: C
Page Ref: 69
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

7) Kelstone Developers is planning to build a new shopping mall which requires the partial taking of a nearby park. Walking Green, an environmental group, challenged the plan, citing environmental destruction. In response to the demands of Walking Green, Kelstone Developers promised to build a park-like walkway around the mall. Walking Green is an example of a(n) ________ in this scenario.
A) financial public
B) government public
C) citizen-action public
D) internal public
E) media public
Answer: C
Page Ref: 69
Difficulty: Moderate
Chapter LO: 1
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

8) The town of Genter has just witnessed a devastating hurricane, which crippled the town's infrastructure. Rondoll Mart, a retail chain that has plans to open a new retail store in Genter organized a program to help the people of Genter. The program consisted of providing free meals to those who had lost their dwellings in the hurricane. By providing such a service, what section of the marketing microenvironment did Rondoll Mart best utilize to its advantage?
A) suppliers
B) marketing intermediaries
C) local publics
D) competitors
E) employees
Answer: C
Page Ref: 69
Difficulty: Moderate
Chapter LO: 1
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


9) Which of the following comprises the internal publics dimension of the microenvironment?
A) newspapers, magazines, television stations, blogs, and other Internet media
B) governmental departments and agencies that regulate businesses
C) neighborhood residents and community organizations
D) the managers, board of directors, and workers of the company
E) general public that is directly affected by the company
Answer: D
Page Ref: 69
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
10) The dimension of citizen-action publics is most likely to include ________.
A) company directors and managers
B) stockholders and investment analysts
C) government trade agencies
D) consumer organizations and environmental groups
E) magazines and news channels
Answer: D
Page Ref: 69
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

11) Which of the following customer markets would be categorized as business markets?
A) government agencies tha

t buy goods and services to produce public services
B) individuals who buy goods and services for personal consumption
C) firms that buy goods and services for further processing in their production processes
D) firms that buy goods and services to resell at a profit
E) retail outlets that buy goods and services to sell them at a discount
Answer: C
Page Ref: 70
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


12) Reseller markets involve ________.
A) government agencies that buy goods and services to produce public services
B) individuals who buy goods and services for personal consumption
C) firms that buy goods and services for further processing in their production processes
D) firms that buy goods and services and then sell them at a profit
E) firms that buy intermediate goods and services for use in production of the final product
Answer: D
Page Ref: 70
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

13) Dextora Technologies manufactures microprocessors and caters exclusively to companies that produce high-end computers. Which of the following types of markets does Dextora target in this scenario?
A) retail markets
B) government markets
C) consumer markets
D) business markets
E) reseller markets
Answer: D
Page Ref: 70
Difficulty: Moderate
Chapter LO: 1
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
14) JiJi Distributors Ltd. buys products from manufacturers for wholesale, and sells them to retailers. Which of the following markets does JiJi Distributors Ltd. cater to?
A) business markets
B) reseller markets
C) manufacturer markets
D) supplier markets
E) niche markets
Answer: B
Page Ref: 70
Difficulty: Moderate
Chapter LO: 1
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing


15) Which of the following is true of the baby boomer generation?
A) They are the first generation to grow up with computers.
B) They are the largest demographic group in the U.S.
C) They were born at a time period between 1965 to 1976.
D) They are the most educated generation of Americans.
E) They are the wealthiest generation in U.S. history.
Answer: E
Page Ref: 71
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

16) Secure is a financial services and insurance company that has grown substantially since the recession hit. Recently, Secure started a range of new insurance and savings plans for customers that target customers belonging to different sections of the American population. The Secure Future plan started by the company provides greatest benefits for consumers who want long-term savings so they can remain financially independent in the late

r years of their life. It provides insurance on their homes, covers all health expenses for them and their spouses, and also has tie-ups with travel and tour agencies to provide cheaper holiday options for people who were too busy to travel in their employment years. The marketing team of Secure has most likely targeted the Secure Future plan at the ________.
A) Millennials
B) baby boomers
C) Generation X
D) Generation Y
E) echo boomers
Answer: B
Page Ref: 71
Difficulty: Challenging
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

17) Which of the following is a characteristic of the Millennials with regard to mass marketing?
A) Companies typically favor mass marketing, rather than market segmentation, as a marketing technique for this generation.
B) They do very little research before buying new products and services.
C) The use of traditional marketing methods, like direct selling, have been highly successful with the Millennials.
D) They like to seek out product information and engage in two-way brand conversations.
E) They typically avoid using technology as a mode of buying products.
Answer: D
Page Ref: 72
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

18) Which of the following is true of the U.S. age demographics?
A) The Millennial generation accounts for nearly half of all the discretionary consumer spending in the U.S.
B) The Generation Xers are the most educated section of the population.
C) The baby boomers are the poorest segment of the population.
D) The Generation Xers form the largest segment of the population.
E) The Millennials are the most financially secure segment of the population.
Answer: B
Page Ref: 72
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

19) Which of the following has resulted from the increased educational levels of the U.S. population?
A) decreased dependency on technology
B) increased job growth for professional workers
C) rise in the number of manufacturing jobs
D) decreased mobility of the population within the U.S.
E) a decrease in the number of women workers
Answer: B
Page Ref: 74
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


20) Which of the following factors would come under the demographic environment for marketers?
A) the company's competitors
B) the company's suppliers
C) the company's shareholders
D) the level of technological advancement in the company's production processes
E) the educational level of the company's customers
Answer: E
Page Ref: 74
Difficulty: Easy
Chapter LO: 2
Course LO: Discuss the fundamental concepts of marketing
21) Which of the following is true of the diff

erent demographics in the U.S.?
A) There is an increase in the telecommuting workforce.
B) There is a decrease in the number of married women in the workforce.
C) There is a decrease in the educational levels in the U.S. population.
D) There is a decrease in the number of people migrating to suburbs.
E) There is a steep rise in jobs in the manufacturing industry.
Answer: A
Page Ref: 74
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

22) Which of the following developments has resulted from a combination of changes in technological shifts and the geographical shifts of the U.S. population?
A) a decrease in ethnic diversity and culture
B) a decrease in manufacturing jobs and workers
C) an increase in the conservative consumption patterns
D) an increase in the number of marriages with no intent to bear children
E) an increase in the small office/home office markets
Answer: E
Page Ref: 74
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


23) One of the demographic trends seen in the United States over the last few decades is the decrease in the proportion of ________.
A) professional workers
B) manufacturing workers
C) white-collar workers
D) telecommuters
E) women employees
Answer: B
Page Ref: 74
Difficulty: Easy
Chapter LO: 2
AACSB: Multicultural and diversity understanding
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
24) Why is the U.S. population considered a "salad bowl" of homogeneity?
A) because most groups are shedding their ethnic culture and shifting towards a unified American culture
B) because different ethnic groups have mixed together in America and lost their original identity, diversity, and cultural nuances
C) because ethnic and cultural differences have been retained by a lack of mixing between different ethnic groups
D) because groups have mixed together but have maintained their diversity by retaining cultural differences
E) because cultural differences have not been assimilated even though a mix in ethnicities has been traced in the population
Answer: D
Page Ref: 75
Difficulty: Moderate
Chapter LO: 2
AACSB: Multicultural and diversity understanding
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

25) Which of the following would be considered a factor of the company's marketing economic environment?
A) suppliers to the competitor
B) distributional channels adopted by competitors
C) consumer spending patterns
D) migratory patterns of the population
E) race and ethnicities of different populations
Answer: C
Page Ref: 76
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

26) Which of the following defines a nation with a s

ubsistence economy?
A) The agricultural products are imported, while the industrial outputs are produced within the nation.
B) The agricultural and industrial outputs are just enough for the nation to survive.
C) The economical outputs of the nation are in abundance and are mostly exported.
D) The economy offers outstanding marketing opportunities only for industrial products.
E) Both agriculture and industrial components are produced indigenously by the country and exported in large quantities.
Answer: B
Page Ref: 76
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
27) Valhalla Woods is a luxury furniture manufacturing firm that is planning to release a new line of maple wood furniture. Which of the following slogans would help Valhalla Woods reach out to more customers, in the period after the Great Recession of 2008/2009, if they followed a value-marketing technique?
A) Greatness is promised to the few
B) Luxury and price in harmony
C) Pay more, value more
D) No compromises on luxury
E) Making luxury affordable
Answer: E
Page Ref: 77
Difficulty: Challenging
Chapter LO: 2
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

28) Which of the following is the reason for marketers shifting to value-marketing techniques post the Great Recession of 2008/2009?
A) reduced customer spending
B) increased taxation of industries
C) increase in purchasing power of consumers
D) decreased levels of debt for consumers
rE) a general trend in product price stabilization across industries
Answer: A
Page Ref: 77
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

29) Which of the following is a trend that marketers should be aware of in the natural environment?
A) the reduced need to change to alternative sources of energy in manufacturing industries
B) the increased need for larger countries to directly regulate the pollution levels in smaller countries
C) the shift from renewable resources to nonrenewable resources
D) an increase in governmental intervention in natural resource management
E) the decrease in cost prices for continuous use of nonrenewable resources
Answer: D
Page Ref: 77-78
Difficulty: Moderate
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
30) Hysterias Inc. is a soft drink manufacturer that has many manufacturing plants around the world. They are planning to shift from using thermal power to wind power for their manufacturing plants in the Netherlands to decrease dependency on nonrenewable sources of energy. In which of the following segments of the company's marketing environment would this change be categorized?
A) the economic environment
B) the natural environment
C) the demographic environment
D)

the political environment
E) the cultural environment
Answer: B
Page Ref: 78
Difficulty: Moderate
Chapter LO: 3
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

31) Which of the following represents a change in the technological dimension of the macroenvironment of a marketing firm?
A) increased use of cause-related marketing
B) increased use of RFID system to track products
C) increased need to comply with government regulations on environment sustainability
D) increased use of value marketing
E) increased need to engage in mass marketing over market segmentation
Answer: B
Page Ref: 79
Difficulty: Moderate
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

32) In a marketer's macroenvironment, the ________ consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
A) political environment
B) cultural environment
C) technological environment
D) natural environment
E) internal environment
Answer: A
Page Ref: 80
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
33) A developing country has established laws that prevent large and monopolistic firms from driving smaller companies out of the market. To help the smaller industries become stable, the government has provided them with numerous protections and tax exemptions. In this scenario, the political environment is operating primarily to ________.
A) protect consumers from cyclic economic fluctuations in prices
B) protect the environment from pollution caused by industries
C) protect workers from exploitation by their managers and superiors
D) protect companies from unfair competition in the market
E) enhance the standard of living for the society as a whole
Answer: D
Page Ref: 80
Difficulty: Moderate
Chapter LO: 4
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

34) The ________ of 1890 prohibits monopolies and activities that restrain trade or competition in interstate commerce.
A) Robinson-Patman Act
B) Magnuson-Moss Warranty Act
C) Sherman Antitrust Act
D) Lanham Trademark Act
E) Consumer Product Safety Act
Answer: C
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


35) Which of the following is true of the Clayton Act?
A) It authorizes the FTC to determine rules and regulations for consumer warranties and provides consumer access to redress.
B) It protects and regulates distinctive brand names and trademarks.
C) It establishes the Consumer Product Safety Commission and authorizes it to set safety standards for consumer products.
D) It supplements the Sherman Act by prohibiting

certain types of price discrimination, exclusive dealing, and tying clauses.
E) It establishes the Environmental Protection Agency and authorizes it to set a national policy on the environment.
Answer: D
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
36) The ________ empowers the FTC to establish limits on quantity discounts, forbid some brokerage allowances, and prohibit promotional allowances except when made available on proportionately equal terms.
A) Taft-Hartley Act
B) Robinson-Patman Act
C) Lanham Trademark Act
D) Wheeler-Lea Act
E) CAN-SPAM Act
Answer: B
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

37) Which of the following is true of the Robinson-Patman Act?
A) It bans the sale of hazardous toys and articles.
B) It protects and regulates distinctive brand names and trademarks.
C) It establishes the Federal Trade Commission to monitor and remedy unfair trade methods.
D) It amends the Clayton Act to define price discrimination as unlawful.
E) It regulates the distribution and content of unsolicited commercial e-mail.
Answer: D
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


38) In which of the following ways is the Wheeler-Lea Act influential to the food and drug industry?
A) It provides for the regulation of packaging and the labeling of food products.
B) It forbids the manufacture or sale of adulterated or fraudulently labeled foods and drugs.
C) It establishes the Food and Drug Administration.
D) It places advertising of food and drugs under FTC jurisdiction.
E) It requires that food product labels provide detailed nutritional information.
Answer: D
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

39) Which of the following is true of the Wheeler-Lea Act?
A) It regulates the distribution and content of unsolicited commercial e-mail.
B) It prohibits monopolies and activities that restrain trade or competition in interstate commerce.
C) It protects and regulates distinctive brand names and trademarks.
D) It forbids the manufacture or sale of adulterated or fraudulently labeled foods and drugs.
E) It makes deceptive, misleading, and unfair practices illegal regardless of injury to competition.
Answer: E
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
40) Which of the following is a similarity between the Wheeler-Lea Act and the Sherman Antitrust Act?
A) Both acts are specifically involved in the way drugs are sold in the U.S.
B) Both acts prohibit unfair business activities that restrain trade or compet

ition.
C) Both acts are used to protect consumers from online fraud.
D) Both acts are specifically used to protect children.
E) Both acts are used to protect consumers from faulty packaging or labeling of food products.
Answer: B
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


41) The National Traffic and Safety Act (1958) provides for the creation of compulsory safety standards for ________.
A) automobiles and tires
B) peak hour traffic volumes
C) exposure to vehicular pollution
D) speed limits and emission checks
E) periodic testing of license holders
Answer: A
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

42) Which of the following provides for the creation of compulsory safety standards for automobiles and tires?
A) CAN-SPAM Act
B) National Traffic and Safety Act
C) Consumer Product Safety Act
D) National Environmental Policy Act
E) Wheeler-Lea Act
Answer: B
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
43) The Red Panda Toy Company, headquartered outside the U.S., released a line of toy cars in the U.S. Six months after the release of the toys, the Consumer Product Safety Commission started getting complaints of children falling sick after playing with these toy cars. Upon inspection of the toys, it was found that the paint used in them contained lead. The line of toys were then banned from being sold and the Red Panda Toy Company recalled the toys from retailers. Which of the following acts protects U.S. citizens from being exposed to hazardous toys and articles?
A) Children's Television Act
B) Child Protection Act
C) Nutrition Labeling and Education Act
D) Fair Packaging and Labeling Act
E) Magnuson-Moss Warranty Act
Answer: B
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

44) Which of the following legislations sets standards for child resistant packaging for products?
A) Consumer Product Safety Act
B) Fair Packaging and Labeling Act
C) Child Protection Act
D) Clayton Act
E) Children's Television Act
Answer: C
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

45) The ________ authorizes the FTC to determine rules and regulations for consumer warranties and provides consumer access to redress, such as the class action suit.
A) Federal Trade Commission Act
B) Magnuson-Moss Warranty Act
C) Wheeler-Lea Act
D) Nutrition Labeling and Education Act
E) Lanham Trademark Act
Answer: B
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company

's microenvironment and macroenvironment
46) The ________ regulates the distribution and content of unsolicited commercial e-mail.
A) Wheeler-Lea Act
B) Magnuson-Moss Warranty Act
C) Telephone Consumer Protection Act
D) CAN-SPAM Act
E) Do-Not-Call Implementation Act
Answer: D
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


47) Which of the following is true of the Telephone Consumer Protection Act?
A) It establishes the Consumer Product Safety Commission and authorizes it to set safety standards for telephones and related accessories.
B) It authorizes the FTC to determine rules and regulations for consumer warranties.
C) It authorizes the implementation of the National Do-Not-Call Registry.
D) It prohibits discrimination against hiring people with disabilities in the telecommunication business.
E) It limits marketers' use of automatic dialing systems and artificial or prerecorded voices.
Answer: E
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

48) The ________ prohibits Web sites operators from collecting personal information from children without obtaining consent from a parent and allowing parents to review information collected from their children.
A) Children's Online Privacy Protection Act
B) Do-Not-Call Implementation Act
C) CAN-SPAM Act
D) Telephone Consumer Protection Act
E) Consumer Product Safety Act
Answer: A
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
AACSB: Use of information technology
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

49) Which of the following is authorized to implement and enforce the National Do-Not-Call Registry?
A) Federal Communications Commission
B) Consumer Product Safety Commission
C) Bureau of Consumer Financial Protection
D) National Communications System
E) Federal Trade Commission
Answer: E
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

50) Which of the following acts directly affects a marketers ability to market products online?
A) Consumer Product Safety Act
B) Wheeler-Lea Act
C) CAN-SPAM Act
D) Do-Not-Call Implementation Act
E) Telephone Consumer Protection Act
Answer: C
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
AACSB: Use of information technology
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

51) The ________ establishes the Bureau of Consumer Financial Protection.
A) Clayton Act
B) Consumer Product Safety Act
C) Sherman Antitrust Act
D) Financial Reform Law
E) Wheeler-Lea Act
Answer: D
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

52) Which

of the following comes under the purview of the Bureau of Consumer Financial Protection?
A) to determine rules and regulations for consumer warranties
B) to provide financial resources to environmentally friendly businesses
C) to enforce rules for the marketing of financial products to consumers
D) to enforce and implement the National Do-Not-Call Registry
E) to prohibit monopolies and activities that restrain trade or competition in interstate commerce
Answer: C
Page Ref: 81
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


53) Which of the following enforces the Truth-in-Lending Act?
A) Financial Reform Law
B) Wheeler-Lea Act
C) Robinson-Patman Act
D) Sherman Antitrust Act
E) Consumer Product Safety Act
Answer: A
Page Ref: 81
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
54) Which of the following is a criticism of online marketing techniques that involves consumer information?
A) that companies fail to provide value-priced products for online customers
B) that companies track, share, and misuse browsing details of unknowing customers
C) that companies provide too many alternative products online which confuses customers
D) that companies don't follow the marketing orientation when devising promotional offers online
E) that companies have failed to reach their target customers through online marketing
Answer: B
Page Ref: 82
Difficulty: Moderate
Chapter LO: 4
AACSB: Use of information technology
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

55) Which of the following is an example of cause-related marketing?
A) a firm selling groceries without using retail outlets
B) a firm selling fruit juices catering to health conscious people
C) a firm selling health insurances only through online sites
D) a firm selling cars mandating that the car can only be serviced by their own dealers
E) a firm selling books where a percentage of sales goes to a charity
Answer: E
Page Ref: 82
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


56) Ursa Martin, a book publisher, has decided to tie up with Hope in Children, a charity foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of every book it sells will go to the charity. Their books are marketed by conveying this message to customers. Which of the following marketing techniques describes Ursa Martin's association with Hope in Children?
A) tying arrangement
B) cause-related marketing
C) niche marketing
D) green marketing
E) test marketing
Answer: B
Page Ref: 82
Difficulty: Moderate
Chapter LO: 4
AACSB: Analytic skills
Course LO: Identify factors that influence a company's microenvironment and m

acroenvironment

57) Customer markets are considered to be a factor of a manufacturer's microenvironment.
Answer: TRUE
Page Ref: 66
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
58) Marketing intermediaries help supply resources needed by the company to produce its goods and services.
Answer: FALSE
Page Ref: 68
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

59) Resellers are seen as a part of the publics involved in selling the company's product exclusively to governmental organizations.
Answer: FALSE
Page Ref: 68
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


60) When a customer buys a can of Pepsi from a Walmart store, Walmart here acts as a supplier in the microenvironment of the company.
Answer: FALSE
Page Ref: 68
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

61) Physical distribution firms that help the company stock and move goods from their points of origin to their destinations are considered to be marketing intermediaries.
Answer: TRUE
Page Ref: 68
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

62) A bank that helps a company finance transactions can be seen as both a financial intermediary and a financial public.
Answer: TRUE
Page Ref: 68, 69
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

63) Customer markets that consist of individuals and households are known as business markets.
Answer: FALSE
Page Ref: 70
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

64) The single most important demographic trend in the United States is the changing age structure of the population.
Answer: TRUE
Page Ref: 70
Difficulty: Easy
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

65) The baby boomer generation has been the poorest generation in U.S. history.
Answer: FALSE
Page Ref: 71
Difficulty: Easy
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

66) Generation X is the largest age demographic in the U.S.
Answer: FALSE
Page Ref: 71
Difficulty: Easy
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

67) The rapid increase in people telecommuting has increased the SOHO market in the United States.
Answer: TRUE
Page Ref: 74
Difficulty: Easy
Chapter LO: 2
Course LO: Identify factors that influence a company's microe

nvironment and macroenvironment

68) The U.S. population is considered to be a homogeneous population where different ethnic groups have assimilated and lost their diversities.
Answer: FALSE
Page Ref: 75
Difficulty: Moderate
Chapter LO: 2
AACSB: Multicultural and diversity understanding
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

69) The purchasing power of a population is categorized as being part of the technological environment of a company's macroenvironment.
Answer: FALSE
Page Ref: 76
Difficulty: Easy
Chapter LO: 2
Course LO: Identify and discuss the factors influencing consumer buying behavior


70) Subsistence economies provide the best marketing opportunities to companies.
Answer: FALSE
Page Ref: 76
Difficulty: Easy
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

71) Value marketing requires providing a customer products with greater value at fairly high prices like specialty service stores.
Answer: FALSE
Page Ref: 77
Difficulty: Easy
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
72) The income distribution in the United States is equal across all demographics.
Answer: FALSE
Page Ref: 77
Difficulty: Easy
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

73) The Consumer Product Safety Commission has created complex regulations for testing new drugs before they are sold to the public.
Answer: FALSE
Page Ref: 80
Difficulty: Moderate
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

74) Stringent product regulations have helped to lower research costs and decrease time between new product ideas and their introduction to the market.
Answer: FALSE
Page Ref: 80
Difficulty: Moderate
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


75) The Federal Trade Commission enforces laws that prevent unfair trade methods.
Answer: TRUE
Page Ref: 80
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

76) The primary purpose of governmental regulation in business is to protect the environment.
Answer: FALSE
Page Ref: 80
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

77) The marketing tactics employed by a firm in a first-mover market are known as cause-related marketing techniques.
Answer: FALSE
Page Ref: 82
Difficulty: Moderate
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

78) Marketers have a better chance of taking advantage of a person's secondary beliefs than his or her core beliefs.
Answ

er: TRUE
Page Ref: 83
Difficulty: Easy
Chapter LO: 4
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
79) Running advertorials to shape public opinion is an example of a proactive marketing stance taken by a company.
Answer: TRUE
Page Ref: 88
Difficulty: Easy
Chapter LO: 5
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


80) A company that adopts a reactive marketing stance would view the marketing environment as an uncontrollable element to which it must adapt.
Answer: TRUE
Page Ref: 88
Difficulty: Moderate
Chapter LO: 5
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

81) How do suppliers affect the marketing environment?
Answer: Suppliers form an important link in the company's overall customer value delivery network.
They provide the resources needed by the company to produce its goods and services. Supplier problems can seriously affect marketing. Marketing managers must watch supply availability and costs. Supply shortages or delays, labor strikes, natural disasters, and other events can cost sales in the short run and damage customer satisfaction in the long run. Rising supply costs may force price increases that can harm the company's sales volume. Most marketers today treat their suppliers as partners in creating and delivering customer value.
Page Ref: 54
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

82) What are marketing intermediaries? What are the different types of marketing intermediaries?
Answer: Marketing intermediaries help the company promote, sell, and distribute its products to final buyers. They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Physical distribution firms help the company 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 firm 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.
Page Ref: 54
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

83) Markwin Electronics is a company that only sells products online. Orders are taken through an interactive Web site, and the goods are shipped out through a small warehouse the company owns. Markwin employees also handle the shipm

ent of goods to the desired destinations. How can marketing intermediaries help Markwin expand its business?
Answer: (Students' answers may vary. The answer given below is indicative.)
Marketing intermediaries help the company promote, sell, and distribute its products to final buyers. Marketing intermediaries already have channels ready that are directly connected to customers. Thus by utilizing intermediaries, Markwin can tap into a much bigger source of sales. Marketing intermediaries also help smoothen the flow of products through the distribution chain. Intermediaries include resellers, physical distribution firms, marketing services agencies, and financial intermediaries. These include wholesalers and retailers who buy and resell merchandise. Physical distribution firms can help Markwin 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 can help finance transactions for Markwin, or insure against the risks associated with the buying and selling of goods. Marketing intermediaries can form an important component of the company's overall value delivery network. Markwin's marketers must recognize the importance of working with their intermediaries as partners rather than simply as channels through which they sell their products.
Page Ref: 68
Difficulty: Challenging
Chapter LO: 1
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

84) How do different publics influence a company's marketing environment?
Answer: A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.

Financial publics: This group influences the company's ability to obtain funds. Banks, investment analysts, and stockholders are the major financial publics.

Media publics: This group carries news, features, and editorial opinion. It includes newspapers, magazines, television stations, and blogs and other Internet media.

Government publics: Management must take government developments into account. Marketers must often consult the company's lawyers on issues of product safety, truth in advertising, and other matters.

Citizen-action publics: A company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. Its public relations department can help it stay in touch with consumer and citizen groups.

Local publics: This group includes neighborhood residents and community organizations. Large companies usually create departments and programs that deal with local community issues and provide community support.

General publ

ic: A company needs to be concerned about the general public's attitude toward
its products and activities. The public's image of the company affects its buying.

Internal publics: This group includes workers, managers, volunteers, and the board of directors.
Page Ref: 55
Difficulty: Moderate
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

85) Compare the ways in which the different generational demographics of the U.S. affect marketing techniques.
Answer: Baby boomers were born between 1946 and 1964. Today's baby boomers account for about 25 percent of the U.S. population but control an estimated 80 percent of the nation's personal wealth. The 50-plus consumer segment now accounts for nearly half of all discretionary consumer spending. The boomers will continue to constitute a lucrative market for financial services, new housing and home remodeling, new cars, travel and entertainment, eating out, and health and fitness products.

Generation Xers were born between 1965 and 1976. Although they seek success, they are less materialistic than the other groups; they prize experience, not acquisition. From a marketing standpoint, the Gen Xers are a more skeptical group. They tend to research products before they consider a purchase, prefer quality to quantity, and tend to be less receptive to overt marketing pitches.

Born between 1977 and 2000, the Millennials engage with brands in an entirely new way, such as with mobile or social media. Rather than having mass marketing messages pushed at them, the Millennials prefer to seek out information and engage in two-way brand conversations. Thus, reaching them effectively requires creative marketing approaches.
Page Ref: 70-72
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

86) Discuss how increased educational levels in the U.S. has affected the American household and the way marketers have used it.
Answer: (Students' answers may vary. The answer given below is indicative.)
The U.S. population is becoming better educated. The rising number of educated professionals will affect not just what people buy but also how they buy. The increased levels of education has resulted in an increase in the number of women workers in the U.S. workforce. The number of working women has also increased greatly, growing from under 40 percent of the U.S. workforce in the late 1950s to 59 percent today. Both husband and wife work in 59 percent of all married-couple families. Meanwhile, more men are staying home with their children and managing the household while their wives go to work. The significant number of women in the workforce has spawned the child day-care business and increased the consumption of career-oriented women's clothing, convenience foods, financial services, and time-saving services.
Page Ref: 73, 74
D

ifficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

87) Discuss, with an example, how marketing has adapted to geographical shifts in the U.S. population.
Answer: For more than a century, Americans have been moving from rural to metropolitan areas. The shift in where people live has caused a shift in where they work. For example, the migration toward micropolitan and suburban areas has resulted in a rapid increase in the number of people who telecommute, where people work at home or in a remote office and conduct their businesses by phone or the Internet. This trend, in turn, has created a booming SOHO (small office/home office) market. An increasing number of people are working from home with the help of electronic conveniences such as PCs, smartphones, and broadband Internet access. One recent study estimates that more than one-half of American businesses now support some kind of telecommuting program, and 8.1 million Americans work solely from home.
Page Ref: 74
Difficulty: Challenging
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment

88) Daedalus Inc. is a company that produces microprocessors for computers. In a bid to expand their business making electronic hardwares and accessories, Daedalus made a research study on the different demographics of the U.S. population to look for potential markets they can enter into. What growing markets in the U.S. demographics, involving technology, can Daedalus take advantage of?
Answer: (Students' answers may vary. The answer given below is indicative.)
The rapid migration of the U.S. population has resulted in an increased number of people doing business using phones and the Internet. More and more people work from homes or remote offices. This has created a market called the SOHO market. Essentially the SOHO market thrives on the availability of technology like the Internet, webcams, wifi, etc. Daedalus can target these customers when they start their new line of computer products. Catering to a specific consumer group can help Daedalus build brand image and improve sales.
Page Ref: 74
Difficulty: Challenging
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


89) Discuss how advancements in the technological environment and shifts in the demographic environment has helped create a new market.
Answer: (Students' answers may vary. The answer given below is indicative.)
The U.S. population is a migratory population. The shift in where people live causes shifts in where they work. One way in which technology has helped migration is through the facility of telecommuting. Telecommuters are people who work from their homes or a remote office. This trend, in turn, has created a booming SOHO (small office/home offic

e) market. An increasing number of people are working from home with the help of electronic conveniences such as PCs, smartphones, and broadband Internet access. Many marketers are actively courting the lucrative telecommuting market.
Page Ref: 74
Difficulty: Challenging
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
90) Using an example, explain how companies use marketing techniques to stay connected to the changing diversity in the U.S. population.
Answer: (Students' answers may vary. The answer given below is indicative.)
The population of the United States seems to have become more of a "salad bowl," in which various ethnic and cultural groups have mixed together but have maintained their diversity by retaining and valuing important ethnic and cultural differences. Marketers now face increasingly diverse markets at home as their operations become more international in scope.

For example, Harley-Davidson launched a print and online campaign celebrating the dedication and pride of Hispanic Harley riders, or Harlistas, and their relationships with the brand. Harley even invited Hispanic riders to share their own experiences about what being a part of the Harlista community means to them. In addition, Harley-Davidson has long been a supporter of the Latin Billboard Music Awards, Lowrider Tours, Los Angeles' Fiesta Broadway, and one of the largest Hispanic motorcycle clubs in the United States, the Latin American Motorcycle Association (LAMA).
Page Ref: 75
Difficulty: Challenging
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


91) How has the Great Recession of 2008/2009 affected consumer spending in the U.S.?
Answer: Economic factors can have a dramatic effect on consumer spending and buying behavior. For example, until fairly recently, American consumers spent freely, fueled by income growth, a boom in the stock market, rapid increases in housing values, and other economic good fortunes. They made purchases freely, seemingly without caution, amassing record levels of debt. However, the free spending and high expectations of those days were dashed by the Great Recession of 2008/2009. As a result, consumers have now adopted a back-to-basics sensibility in their lifestyles and spending patterns that will likely persist for years to come. They are buying less and looking for greater value in the things that they do buy. In turn, value marketing has become the watchword for many marketers. Marketers in all industries are looking for ways to offer today's more financially frugal buyers greater value with just the right combination of product quality and good service at a fair price.
Page Ref: 76-77
Difficulty: Challenging
Chapter LO: 2
Course LO: Identify and discuss the factors influencing consumer buying behavior
92) Disc

uss how income distribution in the U.S. has created a tiered market, and how company's have used this state to market their product.
Answer: (Students' answers may vary. The answer given below is indicative.)
Over the past several decades, the rich have grown richer, the middle class has shrunk, and the poor have remained poor. The top 5 percent of American earners get nearly 22 percent of the country's adjusted gross income, and the top 20 percent of earners capture almost 50 percent of all income. In contrast, the bottom 40 percent of American earners get just 12.6 percent of the total income. This distribution of income has created a tiered market. Many companies—such as Nordstrom and Neiman Marcus—aggressively target the affluent. Others—such as Dollar General and Family Dollar—target those with more modest means. In fact, dollar stores are now the fastest-growing retailers in the nation. Still other companies tailor their marketing offers across a range of markets, from the affluent to the less affluent.
Page Ref: 77
Difficulty: Moderate
Chapter LO: 2
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


93) Explain any one way in which the demographic environment is linked to the economic environment.
Answer: The baby boomers are one of the most powerful forces shaping the marketing environment. After years of prosperity, free spending, and saving little, the Great Recession hit many baby boomers hard, especially the preretirement boomers. As a result, many baby boomers are now spending more carefully and planning to work longer. Consumers have now adopted a back-to-basics sensibility in their lifestyles and spending patterns that will likely persist for years to come. They are buying less and looking for greater value in the things that they do buy. They are embracing value marketing. Value marketing has become the watchword for many marketers. Even so, baby boomers account for about 25 percent of the U.S. population but control an estimated 80 percent of the nation's personal wealth. So, marketers in all industries are looking for ways to offer today's more financially frugal baby boomers greater value—just the right combination of product quality and good service at a fair price.
Page Ref: 70-71; 7770; 77
Difficulty: Challenging
Chapter LO: 2
AACSB: Reflective thinking skills
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
94) What are the three major trends in the natural environment that marketers should be aware of post the Great Recession of 2008/2009?
Answer: Marketers should be aware of several trends in the natural environment. The first involves growing shortages of raw materials. Air pollution chokes many of the world's large cities, and water shortages are already a big problem in some parts of the United States and the world. Renewable resources, such as forests and food, also have to be used wisely. Nonr

enewable resources, such as oil, coal, and various minerals, pose a serious problem. Firms making products that require these scarce resources face large cost increases, even if the materials remain available.

A second environmental trend is increased pollution. Industry will almost always damage the quality of the natural environment. Consider the disposal of chemical and nuclear wastes; the dangerous mercury levels in the ocean; the quantity of chemical pollutants in the soil and food supply; and the littering of the environment with nonbiodegradable bottles, plastics, and other packaging materials.

A third trend is increased government intervention in natural resource management. The governments of different countries vary in their concern and efforts to promote a clean environment.
Page Ref: 77-78
Difficulty: Challenging
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment


95) What is environmental sustainability? How does this affect the marketing environment?
Answer: Concern for the natural environment has spawned the so-called green movement. Today, enlightened companies go beyond what government regulations dictate. They are developing strategies and practices that support environmental sustainability in an effort to create a world economy that the planet can support indefinitely. Many companies are responding to consumer demands with more environmentally responsible products. Others are developing recyclable or biodegradable packaging, recycled materials and components, better pollution controls, and more energy-efficient operations.
Page Ref: 78
Difficulty: Moderate
Chapter LO: 3
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
96) Using a product, link the technological environment and the natural environment.
Answer: (Students' answers may vary. The answer given below is indicative.)
Many changes are taking place in the natural and technological environment. Environmental concerns have grown steadily over the past three decades. In many cities around the world, air and water pollution have reached dangerous levels. Marketers should be aware of several trends in the natural environment. Air pollution chokes many of the world's large cities, and water shortages are already a big problem in some parts of the United States and the world. The technological environment is perhaps the most dramatic force now shaping our destiny. One way of linking both these environments for creating environmental sustainability is the electric car. The electric car involves sweeping changes in technology as batteries that can store more electric charge are being made. Battery electric vehicles use rechargeable battery packs that do not lead to any air pollution. The increased production of electric cars will lead to a safer and cleaner environment, and is more sustainable than the current dependency on nonrenewable resources.