marketing ch.5

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When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses. ␣ ␣
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In the immediate environment, the competition has no effect on consumers. ␣
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Demographics are transmitted by words, literature, and institutions from generation to generation. ␣
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As the euro becomes more expensive relative to the dollar, Americans are likely to purchase more European wines. ␣ ␣
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Macroenvironmental factors include the company, competition, and corporate partners. ␣
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The global spread of technology has eliminated all differences between cultures. ␣ ␣
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Tweens rarely use any type of technology.
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he members of Generation X are also referred to as Digital Natives. ␣ ␣
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One of the social trends discussed in the text that is shaping consumer values in the U.S. and around the world is a concern about the vast disparity in income. ␣ ␣
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Burger King no longer uses SpongeBob SquarePants to promote burgers and fries because the character is no longer popular with young children. ␣
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Socially responsible marketing is defined as a strategic effort by firms to supply customers with environmentally friendly merchandise. ␣ ␣
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Inflation refers to the cost of borrowing money. ␣
identify potential opportunities
By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can ␣ ␣
identify potential opportunties
As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randy’s efforts will likely help him to ␣ ␣
all of these
The factors in the immediate marketing environment include the actions of the ␣ ␣
consumers
The centerpiece of the Marketing Environment Analysis Framework is ␣
competition
A firm’s macroenvironment includes all of the following EXCEPT ␣ ␣
the consumer
the center of all marketing efforts is ␣ ␣
her target customers
As director of a small art gallery, one of Frederica’s major concerns is the preferences of the people who buy her artists’ work. Frederica recognizes that the center of her marketing efforts is ␣ ␣
to offer greater value than competitors offer.
One of the goals of value-based marketing is ␣ ␣
from a customer’s point of view.
Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryan’s firm must look at everything it does ␣ ␣
needs, wants, and ability to purchase
Yvonne knows her firm must look at everything they do from a consumer’s point of view. One major difficulty is that a consumer’s __________ change(s) over time. ␣ ␣
This generation puts a strong emphasis on work/life balance and are experts at using various media
forms.
Select the statement that best describes the key traits of Generation Y. ␣
Time-poor society
When an office supply store offers self-check-out, extended hours at its stores, and online shopping with next day delivery, it is trying to address what type of concern? ␣
privacy.
When you register your telephone number with the Do Not Call Registry, you are responding to a need for␣ ␣
the firm itself
In the immediate marketing environment, one key factor that affects the consumer is ␣
match their core competencies.
Successful firms focus their efforts on satisfying customer needs that ␣
match its core compenetencies
The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that ␣
all of these
When evaluating competitors, marketers need to assess competitors’ ␣
likely reaction to Yuri’s promotional activities.
Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will likely assess his competitors’ strengths, weaknesses, and ␣ ␣
corporate partners
The firms that work along with the focal firm to provide goods and services to consumers are viewed as␣ ␣
corporate partners
Firms that provide materials, transportation, advertising, accounting, and other goods and services, helping a firm create value for its customers, are called ␣ ␣
external
The difference between a firm’s immediate marketing environment and its macroenvironment is that the macroenvironment is ␣ ␣
culture
The shared meanings, beliefs, morals, values, and customs of a group of people constitute their ␣
regional culture
Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in ␣ ␣
culture
Insight Guides, a line of travel books, provides travelers with background information about the people’s beliefs, values, and customs. Insight’s books educate travelers about a country’s ␣ ␣
can help to identify a particular group that might be interested in the marketer’s products.
When studying culture, the challenge for marketers is to determine whether culture
all of these
Marketers have learned that culture influences __________ consumers buy. ␣ ␣
country culture
Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of
can be used as a relevant identifier for a particular target group.
he United States has often been called the “melting pot” society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a group’s culture ␣ ␣
all of these
identifiable elements of a country’s culture include ␣ ␣
language
When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries? ␣
regional culture
In New England foot-long sandwiches are called “grinders” while in many other parts of the country they are called “subs.” This is an example of the impact of ␣ ␣
reduce regional cultural differences.
the shift of population from the “Rust Belt” in the North to the “Sun Belt” in the South and Southwest will likely ␣ ␣
all of these
Typical demographic data include ␣ ␣
demographics
When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media “fit” with their advertising agenda. ␣ ␣
purchase behavior
Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life. ␣ ␣
demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers.
Viewers of the baseball World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast (the “Oscars”) are likely to see ads for clothing and hair care products, due to ␣
baby boomers
From a marketing perspective, what separates __________ from the generation before them is that they are individualistic, value leisure time as a high priority, and are trying to maintain their youth. ␣
generation x
Marketers selling to the __________ generational cohort need to recognize that these consumers are not too interested in shopping, are cynical, and are less likely to believe advertising claims than the generation(s) before them. ␣ ␣
generation x
Julie is an experienced shopper. She has been doing the family’s weekly shopping since she was twelve. She is not very interested in status items, and questions advertising claims. Julie is most likely to be in the __________ generational cohort. ␣ ␣
generation x
The __________ generational cohort is characterized by the question, “Why shop at Neiman Marcus when Kohl’s and Target are just as good, cheaper, and more convenient?” ␣ ␣
generation y
Tweens” are part of which generational cohort? ␣
greenwashing
ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of their products as environmentally friendly because they were made with all natural ingredients, even though ABC’s plant was one of the worst polluters in town. The new term for this practice is ␣
income in the United States has become more unevenly distributed.
When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that ␣ ␣
creates opportunities to provide value to each group.
Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups
value
ince the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many Americans consumers’ concept of ␣ ␣
useful predictions of purchase behavior.
for some products, marketers can combine education level with other data like occupation and income to obtain ␣ ␣
spend their disposable income differently.
Marketers know that, compared to high school graduates who are working full time, college students ␣
have been blurred in the past several years.
gender roles
they speak different languages and come from different cultures.
Marketers should not assume that they can target all Asian consumers in the United States with one strategy because
approximately 80 percent of all population growth in the next 20 years is expected to come from
minority groups.
Marketers in the United States are paying increasing attention to ethnic groups because ␣
New York, Los Angeles, and Chicago.
Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in␣
the fastest growing minority population.
Though Asian Americans comprise only 3 percent of the U.S. population, they represent ␣
green marketing
strategic efforts to supply consumers with environmentally friendly merchandise are called ␣
more green-consumer conscious.
Compared to consumers in the United States, Europeans are ␣ ␣
add value that other products do not have.
By offering environmentally responsible products, green marketers ␣ ␣
value contributing to a greener environment.
Many American consumers are purchasing hybrid automobiles even though they are more expensive and sometimes less fuel efficient when compared to compact conventional autos. These consumers ␣
Honest telemarketers found it easier to reach customers.
he U.S. Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations. Which of the following was NOT one of the results? ␣
his lack of privacy.
Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was shocked and very concerned about ␣
grab consumers’ attention.
The many demands on consumers today have made it more difficult for marketers to ␣ ␣
all of these
The reality that marketers face consumers who are “time poor” is illustrated by the fact that ␣ ␣
making their products available whenever and wherever consumers want them.
Because Americans are working longer hours without increases in real, disposable income, and are utilizing an army of communication devices to keep up with the demands in their personal and work lives, retailers are ␣ ␣
the time-poor society.
David travels a great deal in the course of his business. He has noticed ads in many new places, including fortune cookies, baggage claim conveyor belts, on the sides of buses, etc. Marketers would like to reach David, and are responding to concerns about ␣ ␣
advertising their products heavily on daytime television.
Gretchen has a job that requires working late several nights a week. This puts a lot of strain on her to find time to shop and prepare meals for her family. Grocery stores recognize the importance of consumers like Gretchen and have responded in all of the following ways except ␣
meet inventory needs.
A recent advance in technology called RFID makes it easier for manufacturers, distributors, and retailers to track items through production, distribution, and sales. This advance helps the firm to ␣ ␣
age
When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following EXCEPT ␣
Mexican products became more expensive while U.S.-made products became comparatively less expensive.
In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso/dollar exchange rate almost constant. For Mexican consumers ␣ ␣
more Canadian visitors.
Every winter, resort managers in Myrtle Beach, South Carolina, check the exchange rate between the U.S. dollar and the Canadian dollar. In recent years, the exchange has changed from approximately $0.65 Canadian dollars per U.S. dollar, to approximately equal value of both currencies (i.e., $1 Canadian is worth about the same as $1 U.S.). These resort managers should expect ␣ ␣
increased choices.
Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through ␣ ␣
generation z
Which of the following groups has never lived without easy access to the Internet and other digital technologies? ␣ ␣
culture
Which of these is a macroenvironmental factor? ␣ ␣
green marketing
Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to? ␣ ␣
generation z
The members of the __________ generational cohort tend to share preferences for TV shows and video games with their parents. ␣
generation z
the members of the __________ generational cohort were born into a world where the Internet and extensive digital technologies already existed. ␣
creating an advertising campaign to target elementary school children.
If McDonald’s wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas EXCEPT ␣
wireless payments from mobile devices.
Suppose that you are the vice president of marketing for Target, the large retail store chain. You want to keep your website and in-store services current with technological advances. You would be experimenting with the next expected development in mobile technology, which is ␣ ␣
greenwashing
Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This is called ␣ ␣
yoga
Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. In addition, trend-watchers are noting the increasing popularity of ␣
legislation and laws
The political/regulatory environment comprises political parties, governmental organizations and ␣ ␣
baby boomer
baby boomer
gen y
Which generation is also known as “Millennials”? ␣
The first generation of latchkey children.
Generation X is is known for which of the following characteristics? ␣
$5,800
the poorest 10 percent of the U.S. population earned an average of _______ in 2010. ␣
African American U.S. households are more affluent than previous studies suggested.
Which statement about the changing diversity in the United States is TRUE? ␣
privacy concerns
Which social trend would lead you to purchase a protection plan against identity theft? ␣ ␣