kotlerchapter3.docx

kotlerchapter3.docx

《kotlerchapter3.docx》由会员分享，可在线阅读，更多相关《kotlerchapter3.docx（64页珍藏版）》请在冰豆网上搜索。

kotlerchapter3

Chapter3AnalyzingtheMarketingEnvironment

1）Youaredirectedtostudytheactorsclosetothecompanythataffectitsabilitytoserveitscustomers-departmentswithinthecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics.Whatareyoustudying?

A）themacroenvironment

B）themicroenvironment

C）themarketingenvironment

D）thedemographicenvironment

E）theglobalenvironment

Answer:

B

Diff:

1PageRef:

66

Skill:

Concept

Objective:

3-1

2）Whichofthefollowingtermsisusedtodescribethefactorsandforcesoutsidemarketingthataffectmarketingmanagement'sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers?

A）themarketingenvironment

B）theculturalenvironment

C）strategicplanning

D）targetmarkets

E）themarketingmix

Answer:

A

Diff:

1PageRef:

66

Skill:

Concept

Objective:

3-1

3）Youaredirectedtostudythedemographic,economic,natural,technological,political,andculturalfactorsthatarelargersocietalforcesaffectingyourcompany.Whatareyoustudying?

A）themacroenvironment

B）themicroenvironment

C）theexternalenvironment

D）themarketingmix

E）theglobalenvironment

Answer:

A

Diff:

1PageRef:

66

Skill:

Concept

Objective:

3-1

4）WhichofthefollowingisNOTatypeoffactorinacompany'smacroenvironment?

A）demographic

B）economic

C）technological

D）competitive

E）political

Answer:

D

Diff:

1PageRef:

66

Skill:

Concept

Objective:

3-1

5）Allofthegroupswithinacompanyarecalledthe________.

A）culture

B）diversity

C）internalenvironment

D）climate

E）range

Answer:

C

Diff:

2PageRef:

67

Skill:

Concept

Objective:

3-1

6）Whichtypeoforganizationhelpscompaniestostockandmovegoodsfromtheirpointsoforigintotheirdestination?

A）financialintermediaries

B）physicaldistributionfirms

C）marketingservicesagencies

D）resellers

E）suppliers

Answer:

B

Diff:

1PageRef:

68

Skill:

Concept

Objective:

3-1

7）Banks,creditcompanies,insurancecompanies,andotherbusinessesthathelpfinancetransactionsorinsureagainsttherisksassociatedwiththebuyingandsellingofgoodsandservicesarereferredtoas________.

A）financialintermediaries

B）physicaldistributionfirms

C）marketingservicesagencies

D）resellers

E）wholesalers

Answer:

A

Diff:

1PageRef:

68

Skill:

Concept

Objective:

3-1

8）Currently,DiegoCalabresaisemployedbyafirmthatconductsmarketingresearchandcreatesadsforothercompaniesthathelpthemtargetandpromotetheirproductstotherightmarkets.WhoisDiego'semployer?

A）afinancialintermediary

B）aphysicaldistributionfirm

C）amarketingserviceagency

D）areseller

E）agreenmarketer

Answer:

C

Diff:

2PageRef:

68

Skill:

Concept

Objective:

3-1

9）A________isdefinedasanygroupthathasanactualorpotentialinterestin,orimpacton,anorganization'sabilitytoachieveitsobjectives.

A）team

B）competitor

C）market

D）public

E）intermediary

Answer:

D

Diff:

1PageRef:

69

AACSB:

Communication

Skill:

Concept

Objective:

3-1

10）WhichofthefollowingisNOTanexampleofthetypeofpublicthatispartofacompany'smarketingenvironment?

A）financial

B）media

C）government

D）citizen-action

E）marketingdepartment

Answer:

E

Diff:

1PageRef:

69

AACSB:

Communication

Skill:

Concept

Objective:

3-1

11）Aradiostationthatcarriesnews,features,andeditorialopinionsaboutyourareaiswhichtypeofpublic?

A）financial

B）media

C）citizen-action

D）local

E）government

Answer:

B

Diff:

1PageRef:

69

AACSB:

Communication

Skill:

Concept

Objective:

3-1

12）Aconsumerorganization,environmentalgroup,orminoritygrouphaschallengedyourfirm'sstandonalocalissue.Yourfirmisbeingchallengedbya________public.

A）local

B）general

C）government

D）citizen-action

E）media

Answer:

D

Diff:

1PageRef:

69

AACSB:

ReflectiveThinking

Skill:

Concept

Objective:

3-1

13）Workers,managers,andmembersoftheboardareallpartofacompany's________public.

A）general

B）internal

C）local

D）intermediary

E）market

Answer:

B

Diff:

1PageRef:

69

Skill:

Concept

Objective:

3-1

14）PercyOriginalcaterstoamarketofindividualsandhouseholdsthatbuysgoodsandservicesforpersonalconsumption.PercyOriginalcaterstoa________market.

A）business

B）reseller

C）government

D）consumer

E）marketingintermediary

Answer:

D

Diff:

2PageRef:

69

Skill:

Concept

Objective:

3-1

15）Whichtypeofmarketbuysgoodsandservicesforfurtherprocessingorforuseintheproductionprocess?

A）business

B）reseller

C）wholesale

D）consumer

E）retail

Answer:

A

Diff:

2PageRef:

69

Skill:

Concept

Objective:

3-1

16）Whichtypeofmarketbuysgoodsandservicestoproducepublicservicesortotransferthemtootherswhoneedthem?

A）government

B）reseller

C）wholesale

D）consumer

E）retail

Answer:

A

Diff:

1PageRef:

69

Skill:

Concept

Objective:

3-1

17）RachelPatinoworksforawholesalecompanycalledDistributorsUnlimited.Sheisresponsibleforbuyingandsellinggoodsataprofittosmallretailers.Whatishermarket?

A）business

B）reseller

C）wholesale

D）consumer

E）retail

Answer:

B

Diff:

1PageRef:

69

Skill:

Concept

Objective:

3-1

18）Yourmarketingdepartmentiscurrentlyresearchingthesize,density,location,age,andoccupationsofyourtargetmarket.Whichenvironmentisbeingresearched?

A）demographic

B）psychographic

C）economic

D）geographic

E）cultural

Answer:

A

Diff:

1PageRef:

70

Skill:

Concept

Objective:

3-2

19）ThethreelargestgenerationalgroupsinAmericaarethebabyboomers,GenerationXers,and________.

A）seniors

B）Millennials

C）teens

D）tweens

E）toddlers

Answer:

B

Diff:

1PageRef:

71

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

20）Asagroup,________arethemostaffluentAmericans.

A）babyboomers

B）GenerationXers

C）theMillennials

D）echoboomers

E）seniors

Answer:

A

Diff:

2PageRef:

71

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

21）ResearchhasshownthatthemostimportantdemographictrendintheUnitedStatesisthe________.

A）changingagestructureofthepopulation

B）mobilityoffamilies

C）slowingbirthrate

D）increasingnumberofprofessionaljobs

E）agingpopulation

Answer:

A

Diff:

3PageRef:

71

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

22）Theyoungestofthebabyboomersarenowintheir________.

A）late20s

B）mid-20s

C）mid-40s

D）early50s

E）early60s

Answer:

C

Diff:

2PageRef:

71

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

23）Whichofthefollowingdescriptionsmostaccuratelycharacterizesthebabyboomers?

A）Theyareincreasinglylikelytoretireearly.

B）Theyareashrinkingmarketfornewhousingandhomeremodeling.

C）Theyarepasttheirpeakearningandspendingyears.

D）Theyhold75%ofthecountry'sassets.

E）Theyareuninterestedinadaptingnewtechnologies.

Answer:

D

Diff:

2PageRef:

71

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

24）WhichofthefollowingdescriptionsmostaccuratelycharacterizesGenXers?

A）TherearemoreGenXersthanMillennials.

B）Theywerethefirstgenerationoflatchkeykids.

C）Theygrewupduringtimesofgreateconomicgrowth.

D）Theyaremoreinterestedinacquiringgoodsthanhavingexperiences.

E）Theyrarelyresearchaproductbeforepurchasingit.

Answer:

B

Diff:

2PageRef:

72

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

25）Whichdemographicgroupisalsoreferredtoastheechoboomers?

A）GenerationX

B）Millennials

C）GenerationZ

D）babyboomers

E）babybusters

Answer:

B

Diff:

2PageRef:

74

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

26）Largetweenandteenmarketsbelongtowhichdemographicgroup?

A）GenerationX

B）Millennials

C）babybusters

D）babyboomers

E）GenerationZ

Answer:

B

Diff:

1PageRef:

74

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

27）WhichofthefollowingdescriptionsmostaccuratelycharacterizesMillennials?

A）Theyarechildrenofbabyboomers.

B）TheyarelessethnicallydiversethanGenXers.

C）Theyhavereachedtheirpeakearningandspendingyears.

D）Theywereoncelabeled"theMTVgeneration."

E）Theyhavegraduatedfromcollegeandaretakingoverpositionsofpowerinthebusinessworld.

Answer:

A

Diff:

2PageRef:

74

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

28）Whichdemographicgroupischaracterizedbyatotalfluencyandcomfortwithcomputer,digital,andInternettechnology?

A）GenerationX

B）Millenials

C）theelderly

D）GenerationZ

E）babyboomers

Answer:

B

Diff:

1PageRef:

74

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

29）WhichofthefollowingdemographicgroupshasNOTseenapercentageincreaseinthepast50years?

A）womenstayingathomewiththeirchildren

B）menstayingathomewiththeirchildren

C）nontraditionalhouseholds

D）nonfamilyhouseholds

E）womenworkingoutsideofthehome

Answer:

A

Diff:

3PageRef:

75-76

AACSB:

MulticulturalandDiversity

Skill:

Concept

Objective:

3-2

30）AmeripriseFinancialhaspublishedaDreamBookguide,oneofthefirststepsintheirDream>Plan>Trackapproachtofinancialplanning,aspartoftheirstrategytoattract________ascustomers.

A）babyboomers

B）GenXers

C）echoboomers

D）Millennials

E）professionals

Answer:

A

Diff:

2PageRef:

73

Skill:

Concept

Objective:

3-2

31）"Dreamsdon'tretire"isthethemeofa（n）________marketingcampaignaimedatbabyboomers.

A）financialservices

B）anti-agingproducts

C）travelandentertainment

D）fitn