C HAPTER 3 THE MARKETING ENVIRONMENT CRS Questions & Answers.

CCHAPTER HAPTER 33

THE MARKETING ENVIRONMENT

CRS Questions & Answers

Copyright 2007, Prentice-Hall Inc. 3-2

Which of the following is NOT an actor within the microenvironment?

1. Cultural forces

2. The company

3. Suppliers

4. Marketing intermediaries


Which of the following is NOT an actor within the microenvironment?

1. Cultural forces

2. The company

3. Suppliers

4. Marketing intermediaries

Microenvironmental actors are close to the company and affect the firm’s ability to serve its customers. Cultural forces influence the macroenvironment.


Your firm receives a letter from the NAACP that expresses the organization's concern over the failure of consumer-products firms to market actively to African Americans. To which of the following publics should your company respond?

1. Local

2. Financial

3. Citizen action

4. Government


Your firm receives a letter from the NAACP that expresses the organization's concern over the failure of consumer-products firms to market actively to African Americans. To which of the following publics should your company respond?

1. Local

2. Financial

3. Citizen action

4. Government

The NAACP is one of many citizen action groups which may question a firm’s marketing efforts.


You and your marketing team must develop a plan to sell new furnace equipment to steel manufacturers. This plan targets which of the following customer markets?

1. Business market

2. Consumer market

3. International market

4. Government market


You and your marketing team must develop a plan to sell new furnace equipment to steel manufacturers. This plan targets which of the following customer markets?

1. Business market

2. Consumer market

3. International market

4. Government market

Business markets buy goods and services for further processing or for use in their production process.


To sell this furnace equipment more effectively, your team might seek the assistance of all of the following marketing intermediaries EXCEPT:

1. Resellers2. Financial institutions3. Physical distribution firms4. Suppliers


To sell this furnace equipment more effectively, your team might seek the assistance of all of the following marketing intermediaries EXCEPT:

1. Resellers2. Financial institutions3. Physical distribution firms4. Suppliers

Suppliers provide the resources needed by the company to produce its goods and services, but do not help resell, distribute, or finance transactions.


Which of the following consumer groups values experience over the accumulation of wealth, seeks out the best value, and is typically skeptical of marketing messages?

1. Generation Y2. Generation X3. Baby Boomers4. All of the above


Which of the following consumer groups values experience over the accumulation of wealth, seeks out the best value, and is typically skeptical of marketing messages?

1. Generation Y2. Generation X3. Baby Boomers4. All of the above

The shared experiences of Generation Xers have shaped their economic outlook and response to marketing messages.


Which of the following is NOT a current trend associated with the changing American household?

1. The percent of married couples with children is increasing.

2. More people are divorcing, separating, and choosing not to marry.

3. The number of working women is increasing.4. The number of nontraditional households are

growing more rapidly.


Which of the following is NOT a current trend associated with the changing American household?

1. The percent of married couples with children is increasing.

2. More people are divorcing, separating, and choosing not to marry.

3. The number of working women is increasing.4. The number of nontraditional households

are growing more rapidly.

The percent of married couples with children is decreasing.


Based on recent geographic shifts in population, you would most likely open your new branch of a sporting goods company in which of the following areas?

1. The South2. The Northeast3. The Midwest4. Canada


Based on recent geographic shifts in population, you would most likely open your new branch of a sporting goods company in which of the following areas?

1. The South2. The Northeast3. The Midwest4. Canada

The U.S. population has been migrating towards the Southern and Western states for the past two decades.


Hotel conglomerates such as Marriott often market multiple hotel brands to consumers with different needs or incomes. Which group would Marriott be least likely to market towards?

1. The working class2. The upper-class3. The underclass4. The middle class


Hotel conglomerates such as Marriott often market multiple hotel brands to consumers with different needs or incomes. Which group would Marriott be least likely to market towards?

1. The working class2. The upper-class3. The underclass4. The middle class

With limited income to make basic purchases, the underclass is the least likely group to be able to afford hotel accommodations.


From a demographic point of view, your new Internet-service company stands a good chance of succeeding because the U.S. population is:

1. becoming more ethnically diverse.2. growing older.3. more inclined toward citizen action. 4. becoming better educated.


From a demographic point of view, your new Internet-service company stands a good chance of succeeding because the U.S. population is:

1. becoming more ethnically diverse.2. growing older.3. more inclined toward citizen action. 4. becoming better educated.

The growing number of educated people will increase demand for personal computers and Internet service.

C HAPTER 3 THE MARKETING ENVIRONMENT CRS Questions & Answers.

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