JL Chapter 04 questions.doc by wuyunqing


									MKTG Chapter 4—The Marketing Environment

  1. A(n) _____ is a defined group that managers feel is most likely to buy a firm's product.
     a. target market
     b. buying center
     c. aggregated unit
     d. consumer cluster
     e. demographic sample

  2. Marketing managers cannot control _____, but they can sometimes influence it.
     a. where advertising is placed
     b. the external environment
     c. the sales force
     d. the distribution strategy
     e. product pricing

  3. When a company engages in _____, it is implementing strategies that attempt to shape the external
     environment in which it operates.
     a. synergistic control
     b. environmental management
     c. environmental control
     d. market control
     e. reactive management

  4. _____ factors are environmental factors that include our attitudes, values, and lifestyles.
     a. Social
     b. Economic
     c. Political
     d. Competitive
     e. Demographic
  5. Which of the following is the most difficult for marketing managers to forecast, influence, or integrate
     into marketing plans?
     a. technology
     b. social change
     c. demography
     d. competition
     e. economic conditions
  6. Many people in the United States choose to drink light beer because they value thin and fit bodies. In
     Europe, light beers have had little success because flavor is valued more highly. For international beer
     manufacturers, this difference illustrates how _____ influence(s) marketing.
     a. demography
     b. competition
     c. social factors
     d. economic conditions
     e. technology
MKTG Chapter 4—The Marketing Environment

  7. The growth of dual-income families has resulted in:
     a. burnout
     b. a sense of entitlement
     c. decreased discretionary income
     d. decreased GNP
     e. increased purchasing power

  8. The study of people's vital statistics, such as their ages, births, deaths, and locations, is called:
     a. cultural sociology
     b. psychometrics
     c. ecology
     d. ethnography
     e. demography

  9. Riot Media is a media and toy company that capitalizes on the "gross-out" humor enjoyed by boys
     ages 8 through 14. In other words, it targets _____.
     a. members of Generation X
     b. a cohort generation
     c. tweens
     d. baby boomers
     e. the baby bridging generation

  9. _____ are strongly attached to technology, tend to be skeptical consumers, and demand the latest
     fashion trends in record time.
     a. Generation Xers
     b. members of the cohort generation
     c. baby boomers
     d. Generation Yers
     e. members of the baby bridging generation

 10. The group of people in the United States who were born between 1946 and 1964 are known as:
     a. Generation Xers
     b. gray markets
     c. synergistic cohorts
     d. the baby bust generation
     e. baby boomers

 11. Interest rates, inflation, and consumer income that influence the marketing environment are called
     _____ factors.
     a. economic
     b. socio-demographic
     c. political
     d. government
     e. consumption

 12. After-tax income is referred to as:
     a. gross income
MKTG Chapter 4—The Marketing Environment

      b.   marginal income
      c.   purchasing income
      d.   unencumbered income
      e.   disposable income

 13. _____ is measure of the decrease in the value of money, expressed as the percentage reduction in value
     since the previous year.
     a. Inflation
     b. Recession
     c. Depression
     d. Consumer break-even
     e. Price escalation
 14. A period of economic activity characterized by negative growth, which reduces demand for goods and
     services, is called:
     a. stagnation
     b. inflation
     c. recession
     d. price escalation
     e. parity

 15. Commercial truck drivers have really suffered financially as a result of increasing diesel fuel prices. As
     they look for ways to make their trucks perform more efficiently, manufacturers have created truck
     body designs that are more aerodynamically sound. This is an example of how _____ factors can help
     during recessionary periods.
     a. technological
     b. competitive
     c. economic
     d. cultural
     e. demographic

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