71. Though Asian Americans comprise only about 5.6 percent of the U.S. population, they represent
72. Strategic efforts to supply consumers with environmentally friendly merchandise are called
73. By offering environmentally responsible products, green marketers
74. Many American consumers are purchasing hybrid automobiles even though they are more expensive than conventional compact cars. These
consumers
75. 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.
76. What retailer, in 2013, suffered a massive security breach that allowed hackers to steal credit and debit card information for millions of customers?
77. 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?
78. 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
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79. When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following except
80. 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?
81. Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through
82. Which of the following groups has never lived without easy access to the Internet and other digital technologies?
83. Which of these is a macroenvironmental factor?
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84. When Kimberly-Clark introduced rolls of toilet paper without the cardboard core, what social trend did this product respond to?
85. 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
86. 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
87. 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
88. 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
89. The political/regulatory environment comprises political parties, governmental organizations, and
90. 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?
91. Which generation’s members are also known as Millennials?
92. The poorest 10 percent of the U.S. population earned less than _______ per week in 2014.
93. Which statement about the changing ethnicity in the United States is true?
94. According to the text, 14 cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons except
95. 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.
96. Which of the following specifically prohibits monopolies?
97. What is most likely to happen when inflation increases?
98. ________ is the cost to the customers or the fee the bank charges those customers for borrowing money.
99. 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
100. 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
101. From a firm’s perspective, the biggest advantage of RFID is
102. Which of the following is an example of greenwashing?
103. Nearly what percentage of U.S. adults now recycle their soda bottles and newspapers?
104. Which of the following is a social trend listed in the text?
105. 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?
106. 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?
107. A generational cohort is a group of people
Essay Questions
108. Discuss how privacy concerns have become a current social issue. What technological invention has prompted the rise in concern over privacy?
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109. Imagine that you have just been made the marketing manager for your university. Your first task is to assess your university’s immediate
environment. What questions will you likely ask?
110. Irvina is a general practice physician. Her office includes a number of nurses, clerical assistants, and a physician’s assistant. She runs a
well-organized practice, but she depends on a variety of corporate partners to create value for her patients. Who are likely to be Irvina’s corporate
partners and how do they help or hinder her efforts to create value?
111. International marketers new to the United States often struggle to define American culture. What would these international marketers need to study in
order to define the term and what would they be likely to learn?
112. The United States has often been called the “melting pot” society, integrating people from many different cultures into the social fabric of the
country. What challenges do marketers face in assessing U.S. culture?
113. Baby Boomers represent a tremendous opportunity for today’s marketers. Who are the Baby Boomers? Based on their age, what might be some
products that they would be interested in?
114. “Income distribution in the United States has grown more polarized.” What does this mean in general, and what does it mean especially to
marketers in the United States?
115. At almost every major university, some group on campus pressures the university to become “greener.” What does this mean? What does it usually
involve? Why would a university want to become greener?
116. How can marketers identify potential opportunities?
117. Gaetana is the new marketing director for a local theater. One of her major responsibilities is to monitor and manage aspects of the theater’s
immediate environment. What will Gaetana monitor and manage?
118. Marketers in the United States are learning that Hispanic and other minority groups are not alike. How do cultural differences affect purchase
decisions?
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119. Describe the buying power and characteristics of the Hispanic consumer.
120. Mary Grace is studying the demographics of the students attending the local elementary school. What information will Mary Grace study?
121. Describe Digital Natives, and explain the impact of technological advances on this group.
122. As the marketing manager of the ABC company, how would you explain the significance of the Millenial market, and how would you target the
company’s advertising to this group?
123. In recent decades, how has income distribution changed in the United States?
124. Every year Pam reassesses the economic situation in the target markets her company serves. What factors will Pam likely assess?
125. An Uncle Ben’s box of rice has a symbol stating that the packaging is made from 100 percent recycled material and encourages consumers to
126. As demographic factors, why are marketers interested in the education level, occupation, and income of consumers?
127. Identify three tactics that a midpriced motel chain might employ to take advantage of the social trends discussed in the text, in hopes of increasing
its business. For each tactic, identify the social trend it is based on.
128. Why are generational cohorts important to marketers?
129. As the marketing manager of the ABC company, you understand that gender roles are not as clear as they were years ago. What factors do you
consider in your promotion of the company’s products to women?
130. Name the various social trends that impact marketing, and give one example that demonstrates how each one influences marketing practices.
131. Discuss the political and regulatory environment of business as it relates to the protection of consumers. Name and describe at least two laws that
had a major impact on fair competition, consumer protection, or industry-specific regulation.
132. How do the economic factors of inflation, foreign currency fluctuations, and interest rates affect firms’ ability to market goods and services?
133. Name one technological advance that has impacted how consumers research and buy products. Give an example from your own experience.
134. How is the balance of ethnicities in the U.S. population changing, and what implications does this have for marketers?
135. You are the marketing manager of a fast-food business that wants to appeal to consumers focused on improving their health. Citing an example
from the text, what marketing initiatives would you suggest the company take?
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AACSB: Analytical Thinking 110
AACSB: Ethics 1
AACSB: Knowledge Application 18
AACSB: Technology 6
Accessibility: Keyboard Navigation 107
Blooms: Analyze 1
Blooms: Apply 24
Blooms: Evaluate 3
Blooms: Remember 47
Blooms: Understand 60
Difficulty: 1 Easy 49
Difficulty: 2 Medium 63
Difficulty: 3 Hard 23
Learning Objective: 05-01 Outline how customers, the company, competitors, and corporate partners affect marketing strategy. 23
Learning Objective: 05-02 Explain why marketers must consider their macroenvironment when they make decisions. 25
Learning Objective: 05-03 Describe the differences among the various generational cohorts. 39
Learning Objective: 05-04 Identify various social trends that impact marketing. 48
Topic: Demographic Environment 40
Topic: Economic Environment 10
Topic: Macroenvironment 8
Topic: Macroenvironmental Factors 3
Topic: Political and Legal Environment 6
Topic: Social-cultural Environment 37
Topic: Stakeholders effect on Marketing Strategy 23
Topic: Technological Environment 8