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| 1 | |
By paying close attention to customer needs and continuously monitoring the ______________, marketers can identify potential opportunities. |
| | A) | buyers' cognitive dissonance |
| | B) | environment in which it operates |
| | C) | just-in-time marketing promotions |
| | D) | regional psychographic groups |
| | E) | all of the above. |
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| 2 | |
A firm's macroenvironment includes _____________ factors, which the marketer cannot _______________. |
| | A) | economic; anticipate. |
| | B) | customer-focused; effectively monitor. |
| | C) | demographic; measure. |
| | D) | external; control. |
| | E) | competition; ignore. |
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| 3 | |
The _____________ is the center of all marketing efforts. |
| | A) | product |
| | B) | marketing mix |
| | C) | mission |
| | D) | customer |
| | E) | advertising plan |
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| 4 | |
Competitive intelligence: |
| | A) | can include methods such as sending employees to stores to check the store layout and prices. |
| | B) | is critical for a firm to understand competitors' weaknesses and strengths |
| | C) | is both ethical and legal if done properly |
| | D) | can provoke litigation |
| | E) | All of the above. |
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| 5 | |
When examining the immediate environment, it is essential to consider the role played by corporate partners. Which of the following is NOT one of the potential considerations: |
| | A) | Suppliers must provide critical components, and consumers may not know that these were not manufactured by the firm. |
| | B) | Suppliers form part of a single, efficient manufacturing system. |
| | C) | Green marketing and sustainability can be enhanced or developed through corporate partners. |
| | D) | Corporate partners might divulge trade secrets to other businesses with whom they are associated. |
| | E) | All of the above are considerations when assessing the immediate environment. |
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| 6 | |
Marketers have learned that ________________ influence(s) where, when, how, and what consumers buy. |
| | A) | the media |
| | B) | corporate social responsibility |
| | C) | demographics |
| | D) | culture |
| | E) | all of the above |
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| 7 | |
Compared to other groups, _______________ are more likely to marry and buy homes later, are more cynical, are shopping savvy and are relatively less interested in luxury brands. |
| | A) | Tweens |
| | B) | Baby Boomers |
| | C) | Generation Xers |
| | D) | Generation Yers |
| | E) | Seniors |
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| 8 | |
Demand for _________ has been a boon to firms that supply them, and customers find an extra measure of value other products do not have. |
| | A) | generic brand products |
| | B) | two for one promotions |
| | C) | cohort-specific products |
| | D) | green-oriented products |
| | E) | co created products |
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| 9 | |
Which of the following is NOT an important trend marketers must monitor in the macroenvironment? |
| | A) | Green marketing |
| | B) | Red/blue marketing in election years |
| | C) | Restrictions on marketing to children |
| | D) | Concerns about invasions of privacy |
| | E) | Getting the attention of customers who are faced with many demands on their time. |
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| 10 | |
Technology has enabled a new category of consumers who are tech-savvy and family centric working mothers. These consumers shop online instead of in malls, often shopping almost an hour and a half online each day. This group is called __________. |
| | A) | Greek Goddesses |
| | B) | New Age Shoppers |
| | C) | Alpha-moms |
| | D) | Shopper-moms |
| | E) | Time Maximizers |
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| 11 | |
Marketers must consider the political and regulatory environment which may have a profound impact on competition, promotion, product safety and how the marketplace operates. Key players include all of the following EXCEPT: |
| | A) | legislators |
| | B) | regulatory agencies |
| | C) | political parties |
| | D) | courts |
| | E) | stock exchanges |
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| 12 | |
Major factors that must be considered by marketers in examining the economic situation include all of the following EXCEPT: |
| | A) | inflation rates |
| | B) | foreign currency fluctuations |
| | C) | income |
| | D) | interest rates |
| | E) | All of the above must be considered when analyzing the economic situation. |
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| 13 | |
__________________ refer(s) to the action of a firm to address the wide range of social, environmental and ethical interactions with its community. Though somewhat controversial, these actions are significant in that the company undertakes them voluntarily, and the firm realizes that these actions can be profitable, too. |
| | A) | Public relations and publicity |
| | B) | Corporate activism |
| | C) | Corporate social responsibility |
| | D) | A code of ethics |
| | E) | Corporate culture |
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| 14 | |
The consumer, the company and causes are considered CSR _______________, while employee and financial well-being and awareness and support of issues are considered CSR ________________. |
| | A) | inputs; outputs |
| | B) | liabilities; assets |
| | C) | causes; effects |
| | D) | reasons; results |
| | E) | values; actions |
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