Chapter 05
Test Bank
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. Demographics are transmitted by words, literature, and institutions from generation to generation.
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. Macroenvironmental factors include the company, competition, and corporate partners.
10. Members of Generation Y are also called Millennials.
11. As the children of the Baby Boomers, 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. Culture can broadly be defined as the shared meanings, beliefs, morals, values, and customs of a group of people.
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. Parties that work with the focal firm are its corporate partners.
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.
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 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
27. The centerpiece of the marketing environment analysis framework is
28. A firm’s macroenvironment includes all of the following except
29. The center of all marketing efforts is
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.
31. One of the goals of value-based marketing is
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
33. 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.
34. Select the statement that best describes the key traits of Generation Y.
35. Which of the following statements accurately describes the current income distribution in the United States?
36. When you register your telephone number with the National Do Not Call Registry, you are responding to a need for
37. In the immediate marketing environment, the first factor that affects the consumer is
38. Successful firms focus their efforts on satisfying customer needs that
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
40. 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
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41. The firms that work along with the focal firm to provide goods and services to consumers are viewed as
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
43. The difference between a firm’s immediate marketing environment and its macroenvironment is that the macroenvironment
44. The shared meanings, beliefs, morals, values, and customs of a group of people constitute their
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
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
47. When studying culture, the challenge for marketers is to determine whether 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 were indicative of
49. 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
50. 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?
51. 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
52. The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely
53. Typical demographic data include all of the following except
54. 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.
55. 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.
56. 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
57. ________ is distinguished from the other generational cohorts in that the group’s oldest members are now collecting Social Security.
58. 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.
59. The first “latchkey” children belong to which generational cohort?
60. According to your text, the wealthiest 1 percent of the population control approximately what percentage of Americans’ total net worth?
61. 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
62. When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that
63. Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups
64. Population estimates show that by the year 2050, nearly 30 percent of the population in the United States will come from which group?
65. For some products, marketers can combine education level with other data like occupation and income to obtain
66. Marketers know that, compared to high school graduates who are working full time, college students
67. Which of the following is true regarding modern gender roles?
68. The results of the 2010 census suggest what about the 42 million African American U.S. households?
69. Marketers in the United States are paying increasing attention to ethnic groups because
70. Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in