Marketing Ch 5 Quiz Questions

Typical demographic data include
A gender.
B income.
C race.
D geographic region.
E all of these.
E all of these.
The difference between a firm’s immediate marketing environment and its macroenvironment is that the macroenvironment is
A external.
B easier to understand.
C easier to control.
D the same as the immediate environment.
E fundamental to creating core competency.
A external.
One of the goals of value-based marketing is
A to provide the greatest value for the least profit.
B to sell products for the highest possible price.
C to offer greater value than competitors offer.
D to determine the value of the brand.
E to sell to all consumers, regardless of their needs.
C to offer greater value than competitors offer
Marketers should not assume that they can target all Asian consumers in the United States with one strategy because
A they speak different languages and come from different cultures.
B Asians do not respond to marketing efforts.
C there are not enough Asians in the United States to effectively target.
D each major city tends to have only one group of Asians in large numbers.
E one strategy is likely to be more expensive than multiple strategies.
A they speak different languages and come from different cultures.
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?
A Time-poor society
B Greener consumption
C Health and wellness
D Privacy concerns
E Tech savvy
A Time-poor society
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
A offering an expanded menu of healthy options.
B speeding up drive-through service.
C using recycled paper in its food packaging.
D expanding its low-cost menu options.
E creating an advertising campaign to target elementary school children.
E creating an advertising campaign to target elementary school children.
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
A cultural expectations.
B male domination in corporate boardrooms.
C demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers.
D marketers’ perceptions that women don’t like beer and men don’t care about their hair.
E multiyear advertising contracts that cannot be broken.
C demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers.
Gender roles
A are a constant cultural norm.
B require firms to produce gender neutral advertising for 100 percent of their products.
C have been blurred in the past several years.
D are important, and gender boundaries should never be crossed.
E are unimportant to marketers.
C have been blurred in the past several years
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.
A country culture
B regional culture
C demographics
D macromarketing measures
E scenario planning
C demographics
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.
A Baby Boomers
B Generation W
C Generation X
D Generation Y
E Generation Z
A Baby Boomers
A firm’s macroenvironment includes all of the following EXCEPT
A competition.
B culture.
C demographics.
D economics.
E political/legal issues.
A competition
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.
A ethnic background
B needs, wants, and ability to purchase
C culture
D just-in-time processes
E all of these
B needs, wants, and ability to purchase
Christy, who was born in 1955, advocated for “casual Friday” at her workplace. Christy is a member of which generational cohort?
A Baby Boomer
B Gen X
C Gen Y
D Gen Z
E Millennials
A Baby Boomer
Compared to consumers in the United States, Europeans are
A less ethnically diverse.
B a considerably older population.
C more green-consumer conscious.
D less sensitive to environmental concerns.
E more demanding of just-in-time material delivery systems.
C more green-consumer conscious.
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
A fake greening.
B greenwashing.
C greenbaiting.
D green puffery.
E red marketing.
B greenwashing
“Tweens” are part of which generational cohort?
A Baby Boomers
B Generation W
C Generation X
D Generation Y
E Generation Z
D Generation Y
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
A social concerns.
B political parties.
C demographics.
D generational cohorts.
E culture.
E culture.
Firms that provide materials, transportation, advertising, accounting, and other goods and services, helping a firm create value for its customers, are called
A cultural cohorts.
B corporate partners.
C cartels.
D cooperatives.
E customers.
B corporate partners.
Select the statement that best describes the key traits of Generation Y.
A This generation puts a strong emphasis on work/life balance and are experts at using various media forms.
B This generation mostly uses the Internet for the purposes of checking email, the news, and the weather.
C This generation focuses on healthcare and wellness services.
D This generation was the first generation of latchkey children.
E This generation—including its oldest members—has had access to the Internet for their entire lives.
A This generation puts a strong emphasis on work/life balance and are experts at using various media forms.
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
A increase value to the consumer through media effectiveness promotion.
B tailor their marketing messages.
C meet inventory needs.
D communicate with consumers on social media sites.
E replace services with products.
C meet inventory needs.
The center of all marketing efforts is
A profits.
B the consumer.
C corporate social responsibility.
D top management.
E the firm.
B the consumer.
The factors in the immediate marketing environment include the actions of the
A company.
B company’s competitors.
C company’s corporate partners.
D all of these
E none of these
D all of these
Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups
A will create inflationary expectations.
B will disappear as ethnicity becomes a stronger cultural determinant.
C creates opportunities to provide value to each group.
D will vanish once the recession ends.
E is attributable to technological expertise of immigrant groups
C creates opportunities to provide value to each group.
Marketers in the United States are paying increasing attention to ethnic groups because:
A they represent a majority of the population in non-urban areas of the country.
B approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
C they are more susceptible to marketing messages.
D government subsidies assist marketers attempting to communicate value to these groups.
E country culture is replacing regional culture as a key marketing consideration.
B approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to?
A Green marketing
B Time-poor society
C Cultural diversity
D Technological advances
E Regulatory issues
A Green marketing
Generation X is is known for which of the following characteristics?
A The most globally connected generation.
B The biggest cohort since the original postwar World War II boom.
C Consider marriage secondary, and not obviously necessary, to being good parents themselves.
D The first generation of latchkey children.
E Have an obsession with maintaining their youth.
D The first generation of latchkey children.