kotlerchapter3.docx

1、kotlerchapter3Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studyin

2、g?A) the macroenvironment B) the microenvironmentC) the marketing environmentD) the demographic environmentE) the global environmentAnswer: BDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-12) Which of the following terms is used to describe the factors and forces outside marketing that affect market

3、ing managements ability to build and maintain successful relationships with target customers?A) the marketing environmentB) the cultural environmentC) strategic planningD) target marketsE) the marketing mixAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-13) You are directed to study the demo

4、graphic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environmentAnswer: ADiff: 1 Page Ref: 66

5、Skill: ConceptObjective: 3-14) Which of the following is NOT a type of factor in a companys macroenvironment?A) demographicB) economicC) technologicalD) competitiveE) politicalAnswer: DDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-15) All of the groups within a company are called the _.A) cultureB)

6、 diversityC) internal environmentD) climateE) rangeAnswer: CDiff: 2 Page Ref: 67Skill: ConceptObjective: 3-16) Which type of organization helps companies to stock and move goods from their points of origin to their destination?A) financial intermediariesB) physical distribution firmsC) marketing ser

7、vices agenciesD) resellersE) suppliersAnswer: BDiff: 1 Page Ref: 68Skill: ConceptObjective: 3-17) Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to

8、 as _. A) financial intermediariesB) physical distribution firmsC) marketing services agenciesD) resellersE) wholesalersAnswer: ADiff: 1 Page Ref: 68Skill: ConceptObjective: 3-18) Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies th

9、at help them target and promote their products to the right markets. Who is Diegos employer?A) a financial intermediaryB) a physical distribution firmC) a marketing service agencyD) a resellerE) a green marketerAnswer: CDiff: 2 Page Ref: 68Skill: ConceptObjective: 3-19) A _ is defined as any group t

10、hat has an actual or potential interest in, or impact on, an organizations ability to achieve its objectives.A) teamB) competitorC) marketD) publicE) intermediaryAnswer: DDiff: 1 Page Ref: 69AACSB: CommunicationSkill: ConceptObjective: 3-110) Which of the following is NOT an example of the type of p

11、ublic that is part of a companys marketing environment?A) financialB) mediaC) governmentD) citizen-actionE) marketing departmentAnswer: EDiff: 1 Page Ref: 69AACSB: CommunicationSkill: ConceptObjective: 3-111) A radio station that carries news, features, and editorial opinions about your area is whic

12、h type of public?A) financialB) mediaC) citizen-actionD) localE) governmentAnswer: BDiff: 1 Page Ref: 69AACSB: CommunicationSkill: ConceptObjective: 3-112) A consumer organization, environmental group, or minority group has challenged your firms stand on a local issue. Your firm is being challenged

13、by a _ public.A) localB) generalC) governmentD) citizen-actionE) mediaAnswer: DDiff: 1 Page Ref: 69AACSB: Reflective ThinkingSkill: ConceptObjective: 3-113) Workers, managers, and members of the board are all part of a companys _ public.A) generalB) internalC) localD) intermediaryE) marketAnswer: BD

14、iff: 1 Page Ref: 69Skill: ConceptObjective: 3-114) Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. Percy Original caters to a _ market.A) businessB) resellerC) governmentD) consumerE) marketing intermediaryAnswer: DDiff: 2 Page R

15、ef: 69Skill: ConceptObjective: 3-115) Which type of market buys goods and services for further processing or for use in the production process?A) businessB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 2 Page Ref: 69Skill: ConceptObjective: 3-116) Which type of market buys goods and servic

16、es to produce public services or to transfer them to others who need them?A) governmentB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 1 Page Ref: 69Skill: ConceptObjective: 3-117) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and

17、selling goods at a profit to small retailers. What is her market?A) businessB) resellerC) wholesaleD) consumerE) retailAnswer: BDiff: 1 Page Ref: 69Skill: ConceptObjective: 3-118) Your marketing department is currently researching the size, density, location, age, and occupations of your target mark

18、et. Which environment is being researched?A) demographicB) psychographicC) economicD) geographicE) culturalAnswer: ADiff: 1 Page Ref: 70Skill: ConceptObjective: 3-219) The three largest generational groups in America are the baby boomers, Generation Xers, and _.A) seniorsB) MillennialsC) teensD) twe

19、ensE) toddlersAnswer: BDiff: 1 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-220) As a group, _ are the most affluent Americans.A) baby boomersB) Generation XersC) the MillennialsD) echo boomersE) seniorsAnswer: ADiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill:

20、 ConceptObjective: 3-221) Research has shown that the most important demographic trend in the United States is the _.A) changing age structure of the populationB) mobility of familiesC) slowing birth rateD) increasing number of professional jobsE) aging populationAnswer: ADiff: 3 Page Ref: 71AACSB:

21、Multicultural and DiversitySkill: ConceptObjective: 3-222) The youngest of the baby boomers are now in their _.A) late 20sB) mid-20sC) mid-40sD) early 50sE) early 60sAnswer: CDiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-223) Which of the following descriptions mos

22、t accurately characterizes the baby boomers?A) They are increasingly likely to retire early.B) They are a shrinking market for new housing and home remodeling.C) They are past their peak earning and spending years.D) They hold 75% of the countrys assets.E) They are uninterested in adapting new techn

23、ologies.Answer: DDiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-224) Which of the following descriptions most accurately characterizes Gen Xers?A) There are more Gen Xers than Millennials.B) They were the first generation of latchkey kids.C) They grew up during time

24、s of great economic growth.D) They are more interested in acquiring goods than having experiences.E) They rarely research a product before purchasing it.Answer: BDiff: 2 Page Ref: 72AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-225) Which demographic group is also referred to as the e

25、cho boomers?A) Generation XB) MillennialsC) Generation ZD) baby boomersE) baby bustersAnswer: BDiff: 2 Page Ref: 74AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-226) Large tween and teen markets belong to which demographic group?A) Generation XB) MillennialsC) baby bustersD) baby boom

26、ersE) Generation ZAnswer: BDiff: 1 Page Ref: 74AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-227) Which of the following descriptions most accurately characterizes Millennials?A) They are children of baby boomers.B) They are less ethnically diverse than Gen Xers.C) They have reached t

27、heir peak earning and spending years.D) They were once labeled the MTV generation.E) They have graduated from college and are taking over positions of power in the business world.Answer: ADiff: 2 Page Ref: 74AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-228) Which demographic group is

28、 characterized by a total fluency and comfort with computer, digital, and Internet technology?A) Generation XB) MillenialsC) the elderlyD) Generation ZE) baby boomersAnswer: BDiff: 1 Page Ref: 74AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-229) Which of the following demographic grou

29、ps has NOT seen a percentage increase in the past 50 years?A) women staying at home with their childrenB) men staying at home with their childrenC) nontraditional householdsD) nonfamily householdsE) women working outside of the homeAnswer: ADiff: 3 Page Ref: 75-76AACSB: Multicultural and DiversitySk

30、ill: ConceptObjective: 3-230) Ameriprise Financial has published a Dream Book guide, one of the first steps in their Dream Plan Track approach to financial planning, as part of their strategy to attract _ as customers.A) baby boomersB) Gen XersC) echo boomersD) MillennialsE) professionalsAnswer: ADiff: 2 Page Ref: 73Skill: ConceptObjective: 3-231) Dreams dont retire is the theme of a(n) _ marketing campaign aimed at baby boomers.A) financial servicesB) anti-aging productsC) travel and entertainmentD) fitn