M: Marketing, 6e (Grewal)
1) By paying close attention to customer needs and continuously monitoring the business
environment in which it operates, a good marketer can identify potential opportunities.
2) When analyzing the immediate environment and the macroenvironment, marketers must be
careful to keep the firm at the center of all analyses.
3) The marketing firm must consider the entire business process, all from a consumer’s point of
view.
4) In the immediate environment, the competition has no effect on consumers.
5) The three elements of the consumer’s immediate environment are the company, competition,
and corporate partners.
6) Marketers focus on developing universal products or services that can be identifiable by and
relevant to all groups of people.
7) Demographic profiles of customers provide an easily understood “snapshot” of the typical
consumer in a specific target market.
8) As the euro becomes more expensive relative to the dollar, Americans are likely to purchase
more European wines.
9) The macroenvironmental factors that marketers must consider are the company, competition,
and corporate partners.
10) Members of Generation Y are the children of Baby Boomers.
11) Generation X is the biggest cohort since the original postwar World War II boom.
12) The members of Generation X are also referred to as Digital Natives.
13) 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.
14) People participate in many cultures, which makes it all the more important for marketers to
have products or services that can relate to more than one particular group.
15) 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.
16) Socially responsible marketing involves a strategic effort by firms to supply customers with
environmentally friendly, sustainable merchandise and services.
17) 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.
18) 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.
19) Inflation refers to the cost of borrowing money.
20) 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.
21) Consumers’ needs and wants, as well as their ability to purchase, depend on a host of factors
that remain consistent over time.
22) Corporate partners work with a focal company to make and supply products and services to
consumers.
23) 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 that marketers must consider.
24) 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.
25) Applying age as a basis to identify customers is unethical, as it involves stereotyping.
26) As a retail clothing store manager, Randy frequently asks his staff what customers are
saying, what they are asking for, and what they are coming into the shop wearing. He also
attends the fashion symposium that’s held every quarter in the town’s main shopping district.
Randy’s efforts will likely help him
A) avoid cognitive dissonance.
B) implement just–in–time marketing promotions.
C) identify potential opportunities.
D) avoid the need to understand regional culture.
E) achieve cost savings.
27) Marketers must consider the entire business process from the point of view of the
A) macroenvironment.
B) corporate partners.
C) immediate environment.
D) competition.
E) consumer.
28) A firm’s macroenvironment includes all of the following except
A) competition.
B) culture.
C) demographics.
D) economics.
E) political/legal issues.
29) The framework that allows a firm to outline how customers, the company, competitors, and
corporate partners affect marketing strategy is called the
A) macroenvironment analysis framework.
B) marketing environment analysis framework.
C) consumer analysis framework.
D) immediate environment analysis framework.
E) competitive analysis framework.
30) 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.
A) marketing
B) social
C) media
D) technological
E) service
31) 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.
32) 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
A) in order to value each person in the organization.
B) for each generational cohort.
C) to avoid cultural clashes.
D) from a consumer’s point of view.
E) to sensitize organization members to ethical values.
33) Yvonne knows her firm must look at everything it does from a consumer’s point of view.
One major difficulty is that consumers’ needs, wants, and ________ change over time.
A) location
B) ability to purchase
C) cultural groups
D) just-in-time processes
E) demographics
34) Select a key trait that best describes Generation Y.
A) varies the most in age, ranging from teenagers to adults who have their own families
B) the largest population of 50-plus consumers
C) was born immediately after World War II
D) was the first generation of latchkey children
E) have had access to the Internet for their entire lives
35) Which of the following statements accurately describes the current income distribution in the
United States?
A) The purchasing power of lower-income groups has been steadily rising.
B) The middle class is outpacing all other income groups.
C) Wealthy households are outpacing both poor and middle-class households.
D) The income distribution among all households is becoming more equal.
E) Wealthy households are declining rapidly in purchasing power.
36) When you register your telephone number with the National Do Not Call Registry, you are
responding to a need for
A) privacy.
B) enhanced information flow.
C) lower phone bills.
D) marketing contact.
E) tactical communication skills.
37) In the immediate marketing environment, the first factor that affects the consumer is
A) demographics.
B) cultural values.
C) social trends.
D) the firm itself.
E) technological advances.
38) Successful firms focus their efforts on satisfying customer needs that
A) are easiest to satisfy.
B) provide minimal core value.
C) are important to all generational cohorts.
D) competitors have tried and failed to satisfy.
E) match their core competencies.
39) 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
A) are easiest to satisfy.
B) provide minimal core value.
C) are important to all generational cohorts.
D) competitors have tried and failed to satisfy.
E) match its core competencies.
40) Yuri, the marketing director of Make It Move, is considering developing a promotional
campaign for a new fitness program. The fitness industry is already filled with strong
competitors. Before initiating the campaign, then, Yuri will need to assess his competitors’
strengths, weaknesses, and likely reactions to his firm’s
A) promotional activities.
B) core competencies.
C) just-in-time processes.
D) customer satisfaction reviews.
E) corporate partners.
41) The firms that work along with the focal firm to provide goods and services to consumers are
viewed as
A) cultural cohorts.
B) corporate partners.
C) cartels.
D) cooperatives.
E) customers.
42) 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
A) cultural cohort.
B) corporate partner.
C) cartel.
D) cooperative.
E) customer.
43) The difference between a firm’s immediate marketing environment and its
macroenvironment is that the macroenvironment
A) is external.
B) is easier to understand.
C) is easier to control.
D) has fewer components.
E) is internal.
44) The shared meanings, beliefs, morals, values, and customs of a group of people constitute
their
A) social concerns.
B) culture.
C) demographics.
D) generational cohorts.
E) religion.
45) 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
A) popular culture.
B) regional culture.
C) demographics.
D) generational cohorts.
E) country culture.
46) 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
A) society.
B) politics.
C) demographics.
D) macroenvironment.
E) culture.
47) When developing their marketing strategies to appeal to different audiences, marketers must
consider
A) country culture and regional culture.
B) regional culture and subregional culture.
C) urban culture and suburban culture.
D) urban culture and rural culture.
E) country culture and state culture.
48) 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 exemplified displays of
A) regional culture.
B) the unification effect.
C) country culture.
D) acculturation.
E) the Walmart Effect.