Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 4 Analyzing the Marketing Environment
1) Which of the following is NOT a type of micro-environment?
A) The company
B) Marketing channel
C) Demographics
D) Broad range of public
2) Which of the following is NOT a type of macro-environmental impact?
A) Competitive
B) Monopolistic
C) Natural
D) Technological
3) The ________ consists of the forces close to the company that affect its ability to serve its
customers.
A) Legal environment
B) Microenvironment
C) Macroenvironment
D) Marketing environment
4) The most dramatic force shaping our destiny is:
A) Political
B) Natural
C) Environmental
D) Technological
5) The ________ environment includes institutions that affect society’s basic values, perceptions,
preferences and behaviors.
A) Political
B) Technological
C) Cultural
D) Legislative
6) The first stage of the environmental scanning process is:
A) Determining how information will be collected
B) Determining the areas that need to be monitored
C) Implementing the plan
D) Collecting data
7) Which of the following can be cited as an example of microenvironment as well as
macroenvironment?
A) Competitors
B) Demographics
C) The company
D) Cultural forces
8) The Internet has created both ________ transparency.
A) Disintermediation and pricing
B) Mediation and pricing
C) Intermediation and pricing
D) Intercession and supply
9) A ________ is any group that has an actual or potential interest in or impact on an
organization’s ability to achieve its objectives.
A) People
B) Public
C) Profile
D) Pro-association
10) Two forces that affect the competition are the ability of companies to ________ and
________ markets.
A) Enter, exit
B) Finance, propose
C) Plan, control
D) Supply, sustain
11) The restaurant industry is characterized by a ________ barrier to entry.
A) Low
B) Moderate
C) High
D) Does not apply
12) The hotel industry in general has a ________ barrier to entry.
A) Low
B) Moderately low
C) Moderately high
D) High
13) The hotel industry characteristically has a ________ barrier to exit.
A) Low
B) Moderately low
C) Moderately high
D) High
14) The competitive environment in the hospitality industry is:
A) Predictable
B) Unpredictable
C) Reliable
D) Unstable
15) ________ is the study of human populations in terms of size, density, location, age, gender,
race, occupation, and other statistics.
A) Demography
B) Geographics
C) Relative Statistics
D) General Statistics
16) One of the outcomes of currency devaluations in a destination country such as Argentina is
that those location see a(n) ________ in conventions and meetings.
A) Decrease
B) Increase
C) Scarcity
D) Outflow
17) Each society contains ________, groups of people with shared value systems based on
common life experiences or situations.
A) Elements
B) Character sets
C) Clicks
D) Subcultures
18) All of the following are trends in the natural environment EXCEPT:
A) Increased interactive customer experiences (ICE)
B) Increased pollution
C) Increased government intervention
D) Increased pollution
19) The ________ environment consists of factors that affect consumer purchasing power and
spending patterns.
A) Political
B) Economic
C) Socio-cultural
D) Technological
20) All of the following are true about the changing US population EXCEPT:
A) The traditional household is the largest percentage of household makeups.
B) Increased populations are moving to the Sunbelt states.
C) The U.S. population is becoming better educated.
D) 47% of women work.
21) Which of the following is the largest U.S. market representing almost $200 billion in annual
spending power?
A) Asians
B) African Americans
C) Hispanics
D) Disabled
22) This generational group accounts for 80% of luxury travel in America.
A) Baby Boomers
B) Generation X
C) Millennials
D) Generation Z
23) Segmenting the market based on their generation is the most effective segmenting method.
24) Governmental agencies are highly involved in hospitality business practices.
25) Political differences between countries or groups within a country have little to no impact on
hospitality companies.
26) Cause-related marketing has become a primary form of corporate giving.
27) It is sufficient when using environmental scanning to just gather the necessary data.
28) The environmental management perspective states that the marketing environment is an
uncontrollable element to which they must adapt.
29) Almost every aspect of marketing involves ethical and societal issues.
30) Good marketers have two methods – marketing intelligence and marketing research – for
collecting information about the environment.
31) Existing laws concerning marketing abuses are often difficult to enforce.
32) Hotel developers generally have lower barriers to entry than restaurant developers.
33) A company could see its competition as all other companies that compete for the consumer
dollar.
34) Marketing services agencies include banks and credit companies that help hospitality
companies finance their transactions.
35) Hotel marketers could see the accounting department as a part of their microenvironment.
36) One component of the marketing microenvironment are groups both within and external to
the company. Who are these major players in a company’s microenvironment?
37) Describe important factors in the marketing macroenvironment.
38) Differentiate between the basic marketing intermediaries.
39) Distinguish among the five types of customer markets.
40) Why is the study of customer demographics important to marketers?