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Exam 4: The Marketing Environment

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Question 1

Multiple Choice

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Which of the following statements characterizes the growing ethnic markets in the United States today?

A) Marketers are modifying products to appeal to different ethnicities
B) The United States is becoming a multicultural society
C) The United States is moving away from being a society dominated by whites and rooted in Western culture
D) The percentage of whites in the United States' population will decline relative to other minority groups
E) All of the statements characterize the demographic transition in the United States today

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Question 2

Multiple Choice

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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

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Question 3

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While managers can control the marketing mix,they cannot control the elements in the external environment that continually mold and reshape the target market.List six variables of the external environment that are not directly under the control of marketing managers.

Dog Spa Kelly Tumlin wants to open a dog grooming salon that will offer healthy,natural pet care and holistic pet products.All of the products sold at the salon will be of the highest quality and made of all-natural ingredients..Tumlin wants to pamper pets just like a spa pampers their owners.To determine the feasibility of the grooming salon,Tumlin hired a marketing researcher who studied all the market information available and determined that single,white-collar workers between the ages of 30 and 60 were the most likely people to use the services proposed by Tumlin.The researcher also determined the west side of the city offers the best location for the enterprise even though zoning regulations are much stricter in that area. -Refer to Dog Spa.Describing the market for Tumlin's grooming salon in terms of how old they are and their marital state reflects the use of _____ characteristics.

_____ are strongly attached to technology,tend to be skeptical consumers,and demand the latest fashion trends in record time.

Describe the competitive environment for a locally-owned coffeehouse in your college community.

What do self-sufficiency,upward mobility,work ethic,and conformity have in common?

Marketers can control the external environment in which their organizations operate.

When Miriam went to the specialist,she was asked to sign several official forms that the receptionist handed her so that her primary care doctor could be given the results of her medical examination.The law that requires her permission for the physician's office to hand out personal information about her is the result of legislation determined to:

Social change is perhaps the most difficult external variable for marketing managers to forecast,influence,or integrate into marketing plans.

Rising incomes mean a higher standard of living.

Which type of research attempts to develop new or improved products?

A period of economic activity characterized by negative growth,which reduces demand for goods and services,is called:

The publisher of Ebony magazine has forged an alliance with Dan River,Inc.to create luxury bed and bath products for the newly developed Ebony Home brand.Ebony Home will use the publisher's long history and expertise to market to the African American market.The African American market is the _____ for the Ebony Home brand.

Companies use environmental management when they implement strategies that attempt to shape the external environment within which they operate.

The phenomenon of working women has had a greater effect on marketing than has any other social change.

The Hispanic population is driving minority growth in the United States.

All of the following are appropriate tactics for marketers to use during a time of economic recession EXCEPT:

The _____ Act strengthened the Clayton Act to prevent corporate acquisitions that reduce competition.

The two types of research are: