Question 1

Mary Grace is studying the demographics of the students attending her elementary school.What information will Mary Grace study?

Accepted Answer

She will likely look...

Question 2

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

Accepted Answer

A)   increased choices.
B)   higher prices.
C)   protection from false advertising.
D)   fair debt collection practices.
E)   all of theseF) A) and B)
G) None of the above

Question 3

Julie is an experienced shopper.She has been doing the family's weekly shopping since she was twelve.She is not very interested in status items,and questions advertising claims.Julie is most likely to be in the __________ generational cohort.

Accepted Answer

A)   Baby Boomers
B)   Generation W
C)   Generation X
D)   Generation Y
E)   Generation ZF) All of the above
G) A) and C)

Question 4

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

Accepted Answer

A)   privacy.
B)   enhanced information flow.
C)   lower phone bills.
D)   marketing contact.
E)   tactical communication skills.F) A) and B)
G) A) and E)

Question 5

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

Accepted Answer

A)   cultural expectations.
B)   male domination in corporate boardrooms.
C)   demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers.
D)   marketers' perceptions that women don't like beer and men don't care about their hair.
E)   multiyear advertising contracts that cannot be broken.F) C) and E)
G) A) and D)

Question 6

The __________ generational cohort is characterized by the question,"Why shop at Neiman Marcus when Kohl's and Target are just as good,cheaper,and more convenient?"

Accepted Answer

A)   Baby Boomers
B)   Generation W
C)   Generation X
D)   Generation Y
E)   Generation ZF) None of the above
G) All of the above

Question 7

Why are generational cohorts important to marketers?

Accepted Answer

Applying age as a basis to identify cons...

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)   Baby Boomers
B)   Generation W
C)   Generation X
D)   Generation Y
E)   Generation ZF) None of the above
G) B) and D)

Question 10

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?

Accepted Answer

Answers will vary depending on the type ...

Question 11

By 2015,people will access the web more often through smartphones than through laptops and desktops combined.

Accepted Answer

A) True 
 B)False

Question 12

Name the four factors that affect consumers' immediate environment,and briefly explain how they do this.

Accepted Answer

The four factors are the compa...

Question 13

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

Accepted Answer

A)   This generation puts a strong emphasis on work / life balance and are experts at using various media forms.
B)   This generation mostly uses the Internet for the purposes of checking email,the news,and the weather.
C)   This generation focuses on healthcare and wellness services.
D)   This generation was the first generation of latchkey children.
E)   This generation-including its oldest members-has had access to the Internet for their entire lives.F) B) and D)
G) A) and B)

Question 14

Since the late 1970s,most American families have seen their income growth stagnate,with income rising only slightly more than inflation.This has changed many Americans consumers' concept of

Accepted Answer

A)   culture.
B)   demographics.
C)   scenario planning.
D)   value.
E)   green marketing.F) B) and E)
G) A) and E)

Question 15

David travels a great deal in the course of his business.He has noticed ads in many new places,including fortune cookies,baggage claim conveyor belts,on the sides of buses,etc.Marketers would like to reach David,and are responding to concerns about

Accepted Answer

A)   privacy of communications.
B)   the time-poor society.
C)   green marketing.
D)   increased costs of air travel.
E)   federal restrictions on advertising.F) A) and C)
G) A) and E)

Question 16

Members of Generation Y share a strong emphasis on balancing work and life.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A)   external.
B)   easier to understand.
C)   easier to control.
D)   the same as the immediate environment.
E)   fundamental to creating core competency.F) A) and D)
G) C) and D)

Question 18

Suppose that you work in the marketing department at AARP,an organization and interest group for individuals aged 50 and over.The new marketing manager,who is in her late 20s,doesn't think the website is important because older people don't use the Internet.Is she right or wrong,and why?

Accepted Answer

She is wrong.Baby boomers,most...

Question 19

A recent 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 to

Accepted Answer

A)   increase value to the consumer through media effectiveness promotion.
B)   tailor their marketing messages.
C)   meet inventory needs.
D)   communicate with consumers on social media sites.
E)   replace services with products.F) A) and D)
G) B) and E)

Question 20

At almost every major university,some group on campus pressures the university to become more "green." What does this mean? What does it usually involve? Why would a university want to become greener?

Accepted Answer

Becoming more "green" on a university ca...

Exam 5: Analyzing the Marketing Environment

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?

Correct AnswerverifiedAnswers will vary depending on the type ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Since the late 1970s,most American families have seen their income growth stagnate,with income rising only slightly more than inflation.This has changed many Americans consumers' concept of

Correct AnswerverifiedShow Answer

Suppose that you work in the marketing department at AARP,an organization and interest group for individuals aged 50 and over.The new marketing manager,who is in her late 20s,doesn't think the website is important because older people don't use the Internet.Is she right or wrong,and why?

Correct AnswerverifiedShe is wrong.Baby boomers,most...View AnswerShow Answer

By 2015,people will access the web more often through smartphones than through laptops and desktops combined.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Name the four factors that affect consumers' immediate environment,and briefly explain how they do this.

Correct AnswerverifiedThe four factors are the compa...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

David travels a great deal in the course of his business.He has noticed ads in many new places,including fortune cookies,baggage claim conveyor belts,on the sides of buses,etc.Marketers would like to reach David,and are responding to concerns about

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Julie is an experienced shopper.She has been doing the family's weekly shopping since she was twelve.She is not very interested in status items,and questions advertising claims.Julie is most likely to be in the __________ generational cohort.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Members of Generation Y share a strong emphasis on balancing work and life.

Correct AnswerverifiedShow Answer

At almost every major university,some group on campus pressures the university to become more "green." What does this mean? What does it usually involve? Why would a university want to become greener?

Correct AnswerverifiedBecoming more "green" on a university ca...View AnswerShow Answer

The __________ generational cohort is characterized by the question,"Why shop at Neiman Marcus when Kohl's and Target are just as good,cheaper,and more convenient?"

Correct AnswerverifiedShow Answer

Mary Grace is studying the demographics of the students attending her elementary school.What information will Mary Grace study?

Correct AnswerverifiedShe will likely look...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Why are generational cohorts important to marketers?

Correct AnswerverifiedApplying age as a basis to identify cons...View AnswerShow Answer

A recent 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 to

Correct AnswerverifiedShow Answer

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Answers will vary depending on the type ...
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She is wrong.Baby boomers,most...
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The four factors are the compa...
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Becoming more "green" on a university ca...
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She will likely look...
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Applying age as a basis to identify cons...
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