question

By paying close attention to customer needs and continuously monitoring the business environment in which it operates, a good marketer can identify potential opportunities.

answer

True

question

When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses.

answer

False

question

The marketing firm must consider the entire business process, all from a consumer's point of view.

answer

True

question

In the immediate environment, the competition has no effect on consumers.

answer

False

question

The three elements of the consumer's immediate environment are the company, competition, and corporate partners.

answer

True

question

Demographics are transmitted by words, literature, and institutions from generation to generation.

answer

False

question

Demographic profiles of customers provide an easily understood "snapshot" of the typical consumer in a specific target market.

answer

True

question

As the euro becomes more expensive relative to the dollar, Americans are likely to purchase more European wines.

answer

False

question

Macroenvironmental factors include the company, competition, and corporate partners.

answer

False

question

Members of Generation Y are also called Millennials.

answer

True

question

As the children of the Baby Boomers, Generation X is the biggest cohort since the original postwar World War II boom.

answer

False

question

The members of Generation X are also referred to as Digital Natives.

answer

False

question

One of the social trends discussed in the text that is shaping consumer values in the United States and around the world is a concern about the vast disparity in income.

answer

False

question

Culture can broadly be defined as the shared meanings, beliefs, morals, values, and customs of a group of people.

answer

True

question

Companies such as Burger King no longer use cartoon characters to promote products such as burgers and fries because the characters do not retain popularity among young children for very long.

answer

False

question

Socially responsible marketing involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services.

answer

False

question

Firms that disingenuously market products or services as environmentally friendly, with the goal of gaining public approval and sales rather than actually improving the environment, are engaging in greenwashing.

answer

True

question

The next broad wave of mobile applications is likely to expand the use of wireless payments through applications such as Apple Pay, Google Wallet, Master Card's Easy Pay, and Softcard Mobile Wallet, all of which enable customers' phones to serve as m-wallets.

answer

True

question

Inflation refers to the cost of borrowing money.

answer

False

question

The 1890 Sherman Antitrust Act prohibits monopolies and other activities that would restrain trade or competition and makes fair trade within a free market a national goal.

answer

True

question

Consumers' needs and wants, as well as their ability to purchase, depend on a host of factors that remain consistent over time.

answer

False

question

Parties that work with the focal firm are its corporate partners.

answer

True

question

Jeanne, who lives in Boston, refers to Pepsi as "tonic," while Paul, who lives in Chicago, calls it "pop." This is an example of a regional culture difference.

answer

True

question

Lisle Hair Company keeps track of the gender and age of its customers so it can target e-mails to them and be sure to have the right hair products in stock when they visit. This is an example of the use of demographics in marketing.

answer

True

question

Applying age as a basis to identify customers is unethical, as it involves stereotyping.

answer

False

question

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

answer

identify potential opportunities.

question

The centerpiece of the marketing environment analysis framework is

answer

consumers.

question

A firm's macroenvironment includes all of the following except

answer

competition.

question

The center of all marketing efforts is

answer

the consumer.

question

The creation of CVS Health's mobile apps in connection with its onsite MinuteClinics is a response to a _________ trend that surrounds health and wellness concerns.

answer

social

question

One of the goals of value-based marketing is

answer

to offer greater value than competitors offer.

question

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

answer

from a consumer's point of view.

question

Yvonne knows her firm must look at everything it does from a consumer's point of view. One major difficulty is that consumers' __________ change(s) over time.

answer

needs, wants, and ability to purchase

question

Select the statement that best describes the key traits of Generation Y.

answer

This generation varies the most in age, ranging from teenagers to adults who have their own families.

question

Which of the following statements accurately describes the current income distribution in the United States?

answer

Wealthy households are outpacing both poor and middle-class households.

question

When you register your telephone number with the National Do Not Call Registry, you are responding to a need for

answer

privacy.

question

In the immediate marketing environment, the first factor that affects the consumer is

answer

the firm itself.

question

Successful firms focus their efforts on satisfying customer needs that

answer

match their core competencies.

question

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

answer

match its core competencies.

question

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 assess his competitors' strengths, weaknesses, and

answer

likely response to his promotional activities.

question

The firms that work along with the focal firm to provide goods and services to consumers are viewed as

answer

corporate partners.

question

Yellow Trucking provides transportation services for Dan's Delicious Donuts so that Dan's stores always have fresh stock. Yellow Trucking is an example of a

answer

corporate partner

question

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment

answer

is external

question

The shared meanings, beliefs, morals, values, and customs of a group of people constitute their

answer

culture

question

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

answer

regional culture

question

Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers about a country's

answer

culture

question

When studying culture, the challenge for marketers is to determine whether culture

answer

can help identify a particular group that might be interested in the marketer's products.

question

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

answer

country culture.

question

The 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

answer

can be used as a relevant identifier for a particular target group.

question

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?

answer

language

question

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

answer

regional culture.

question

The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely

answer

reduce regional cultural differences.

question

Typical demographic data include all of the following except

answer

language differences.

question

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.

answer

demographics

question

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.

answer

purchase behaviors

question

Viewers of the World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast are likely to see ads for clothing and hair care products, due to

answer

differing demographic data for potential and past viewers.

question

________ is distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security.

answer

Baby Boomers

question

Marketers wanting to use social media to reach consumers should understand that people in the _______ group were born into a world that was already full of electronic gadgets and digital technologies such as the Internet and social networks.

answer

Generation Z

question

The first "latchkey" children belong to which generational cohort?

answer

Generation X

question

According to your text, the wealthiest 1 percent of the population control approximately what percentage of Americans' total net worth?

answer

34.6 percent

question

ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of its 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 term for this practice is

answer

greenwashing.

question

When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that A. everyone is equal.

answer

income in the United States has become more unevenly distributed.

question

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups

answer

creates opportunities to provide value to each group.

question

Population estimates show that by the year 2050, nearly 30 percent of the population in the United States will come from which group?

answer

Hispanics

question

For some products, marketers can combine education level with other data like occupation and income to obtain

answer

accurate predictions of purchase behavior.

question

Marketers know that, compared to high school graduates who are working full time, college students

answer

spend their disposable dollars differently.

question

Which of the following is true regarding modern gender roles?

answer

Gender roles have been blurred in the past several years.

question

The results of the 2010 census suggest what about the 42 million African American U.S. households?

answer

They are more affluent and suburban.

question

Marketers in the United States are paying increasing attention to ethnic groups because

answer

approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.

question

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in

answer

New York, Los Angeles, San Francisco, and Chicago.

question

Though Asian Americans comprise only about 5.6 percent of the U.S. population, they represent

answer

the fastest-growing minority population.

question

Strategic efforts to supply consumers with environmentally friendly merchandise are called

answer

green marketing.

question

By offering environmentally responsible products, green marketers

answer

add value that other products do not have.

question

Many American consumers are purchasing hybrid automobiles even though they are more expensive than conventional compact cars. These consumers

answer

value contributing to a greener environment.

question

Every time a consumer surfs the web and clicks on a site, online marketers can place _____ on that user's computer, showing them where the user starts, proceeds, and ends the online encounter—as well as what the user buys and doesn't buy.

answer

cookies

question

What retailer, in 2013, suffered a massive security breach that allowed hackers to steal credit and debit card information for millions of customers?

answer

Target

question

What technological advancement enables a firm to track an item from the moment it was manufactured, through the distribution system, to the retail store, and into the hands of the final consumer?

answer

RFID tags

question

An 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

answer

meet inventory needs.

question

When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following except

answer

age.

question

If 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, which of the following would be true?

answer

Mexican products would be more expensive, while U.S.-made products would become comparatively less expensive.

question

Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through

answer

increased choices.

question

Which of the following groups has never lived without easy access to the Internet and other digital technologies?

answer

Generation Z

question

Which of these is a macroenvironmental factor?

answer

culture

question

When Kimberly-Clark introduced rolls of toilet paper without the cardboard core, what social trend did this product respond to?

answer

green marketing

question

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

answer

creating an advertising campaign targeting elementary schoolchildren.

question

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 might consider experimenting with what is most likely the next expected development in mobile technology, which is

answer

wireless payments from mobile devices.

question

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

answer

greenwashing.

question

Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. Related to this, the text notes the increasing popularity of

answer

yoga.

question

The political/regulatory environment comprises political parties, governmental organizations, and

answer

legislation and laws.

question

Christy, a marketing executive who was born in 1955, advocated that her company focus on a print campaign for its new line of lipsticks rather than spending money on online ads. This point of view may be attributed to the fact that she is a member of which generational cohort?

answer

Baby Boomer

question

Which generation's members are also known as Millennials?

answer

Gen Y

question

The poorest 10 percent of the U.S. population earned less than _______ per week in 2014.

answer

$412

question

Which statement about the changing ethnicity in the United States is true?

answer

African American U.S. households are more affluent than previous studies suggested.

question

According to the text, 14 cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons except

answer

increased income from a larger number of subscribers.

question

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ________ environment of business.

answer

political/regulatory

question

Which of the following specifically prohibits monopolies?

answer

Sherman Antitrust Act

question

What is most likely to happen when inflation increases?

answer

Consumers buy lower-priced foods.

question

________ is the cost to the customers or the fee the bank charges those customers for borrowing money.

answer

Interest

question

In the summer of 2002 the euro was valued at slightly less than US$1. By 2008, it had risen to an all-time high of $1.60, but in early 2016, the euro and the dollar were nearly equivalent. This change in value is called

answer

foreign currency fluctuations.

question

When Diana went to college, tuition was $650 per semester. Now that same college charges $6,500 per semester. This number reflects a persistent increase in price known as

answer

inflation.

question

From a firm's perspective, the biggest advantage of RFID is

answer

it enables the firm to track an item from the moment it was manufactured.

question

Which of the following is an example of greenwashing?

answer

A company donates money to a school reading project so it can advertise itself as environmentally friendly.

question

Nearly what percentage of U.S. adults now recycle their soda bottles and newspapers?

answer

50 percent

question

Which of the following is a social trend listed in the text?

answer

health and wellness

question

Which ethnic group in the United States tends to earn more, have more schooling, and be more likely to be professionally employed or own a business?

answer

Asian American

question

Which ethnic group tends to be not only more affluent and suburban than previously thought, but also younger, with 47 percent between the ages of 18 and 49 years?

answer

African American

question

A generational cohort is a group of people

answer

who are of the same generation.

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