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Marketing
Q:
Figure 1.
Using Figure 1. above, identify and explain the five environmental forces ("A," "B," "C," "D," and "E") that affect an organization.
Q:
Which of the following marketing activities targets baby boomers?
a. Some educational institutions have developed degree programs that emphasize sustainable practices.
b. Some hoteliers have remodeled their rooms to make them more casual and "tech-friendly."
c. Some consumer packaged goods firms have reformulated their products to address concerns about salt, sugar, and saturated fat.
d. Some travel agencies have developed distinctive, memorable, and personal vacations (cruises, sightseeing trips, etc.)
e. Some greeting card firms have created birthday cards with sentiments designed for stepparents and stepchildren.
Q:
List the five environmental forces that have an impact on an organization as well as its suppliers and customers. Provide examples of factors that might be examined as part of environmental scanning for each of those forces.
Q:
Ameritrade Ad
The Ameritrade ad shown above is targeted at which generational cohort?
a. echo-boomers
b. Generation Xers
c. Generation Yers
d. baby boomers
e. baby busters
Q:
What is environmental scanning? How is it used in marketing?
Q:
Olay's promotions for its Total Effects cleansing cloths, which fight signs of aging, are targeted toward
a. echo-boomers.
b. Generation Xers.
c. Generation Yers.
d. baby boomers.
e. baby busters.
Q:
Which of the following statements regarding the Geek Squad is MOST accurate?
a. Men in need of help from the Geek squad do not want women "Geeks" to help them because it makes them feel inferior.
b. The Geek Squad has exclusive rights to the home-help segment thanks to their relationship with Best Buy.
c. The Geek Squad can only assist customers who purchase Dell computers.
d. The need for the Geek Squad was the result of many environmental factors, not simply a need for technological knowledge.
e. Although the Geek Squad brought more customers into Best Buy, the rate of product returns has only dropped a negligible amount.
Q:
Frito-Lay will be releasing a succession of reformulated snacks to address boomers' concerns about salt and saturated fat to address __________ health-related concerns.
a. echo-boomers'
b. baby boomers'
c. Generation Xers'
d. Generation Yers'
e. baby busters'
Q:
In 2002, Geek Squad was purchased by leading consumer electronics retailer __________.
a. Fry's Electronics.
b. Best Buy.
c. Circuit City.
d. Micro Center.
e. Ultimate Electronics.
Q:
In a recent issue of AARP The Magazine, a print ad for State Farm Insurance annuities advises readers that "The company has helped you enjoy your time with the kids and it can now help you enjoy your time without them." The ad is most likely targeted toward which generational cohort?
a. Generation X
b. baby busters
c. Generation Y
d. the Greatest Generation
e. baby boomers
Q:
Geek Squad set out to provide timely and effective help with all computing needs regardless of the make, model, or place of purchase. Employees were called "agents" and wore uniforms with a Geek Squad logo to create a "humble" attitude that was not threatening to customers. Agents drove a black-and-white
a. Chrysler Neon.
b. Ford Focus.
c. Volkswagen Beetle.
d. Dodge Caravan.
e. Toyota Prius.
Q:
Which of the following statements regarding baby boomers is most accurate?
a. Baby boomers are an important consumer market segment because of their relatively high wealth and workforce participation.
b. Baby boomers are more educated and therefore more proactive in making their needs known.
c. Baby boomers are important to marketers because they are leaving significant amounts of wealth to their children.
d. Baby boomers are more personally and financially secure because they did not have to live through any major wars.
e. Baby boomers are much more likely to spend their money on others than on themselves.
Q:
Before displaying the BBB Online logo on their websites, participating companies must: (1) be members of their local Better Business Bureau; (2) have been in business for at least one year; (3) have agreed to participate in BBB's advertising self-regulation program; (4) agree to abide by the BBB Code of Business Practices; and (5)
a. actively recruit other firms in their industry to become BBB members.
b. guarantee their customers the best quality, price, and service at all times.
c. use the products and services of fellow BBB members whenever possible.
d. pay a yearly registration fee based on a sliding scale of the previous year's profits.
e. work with the BBB to resolve consumer disputes that arise over goods or services promoted or advertised on their site.
Q:
Baby boomers are an important target market because
a. their workforce participation has made them the wealthiest generation in U.S. history, accounting for an estimated 50 percent of all consumer spending.
b. they include most of the important business leaders in the United States.
c. they represent a small proportion of the population but have large disposable incomes.
d. they have the longest life expectancies, remaining an active participant in the marketplace for a long time.
e. they will be able to pass along significant wealth to their children, the generation that will succeed them.
Q:
One of the primary uses of the BBB Accredited Business logo is to
a. find the best price for a product or service among member firms.
b. facilitate local businesses that practice sustainability.
c. create a social network forum whereby firms and their customers can have an open dialogue.
d. provide objective consumer protection for Internet users.
e. create a working relationship among businesses with similar core values.
Q:
The generation of children born between 1946 and 1964 is referred to as
a. baby busters.
b. millennials.
c. Generation Y.
d. baby boomers.
e. Generation X.
Q:
When a firm or business displays the Better Business Bureau (BBB) Accredited Business logo on its store window or website, it assures consumers that
a. the company's products comply with current safety standards set by the Consumer Product Safety Commission.
b. it is a member of a voluntary alliance of companies whose goal is to help maintain fair business practices.
c. the firm has met the standards for qualification as a green marketing firm.
d. the firm takes a proactive stance on diversity in the workplace.
e. the company incorporates sustainable business practices.
Q:
Baby boomers can be defined as the generation of children born __________.
a. between 1918 and 1945
b. between 1946 and 1964
c. between 1965 and 1976
d. between 1977 and 1994
e. since 1995
Q:
The Better Business Bureau (BBB) tries to use __________ to get its members to comply with its standards of business conduct.
a. the FTC
b. industry trade associations
c. moral suasion
d. the courts
e. competitors
Q:
The generation of children born between 1946 and 1964 is referred to as
a. baby busters.
b. baby boomlets.
c. Generation Y.
d. baby boomers.
e. Generation X.
Q:
The Better Business Bureau
a. is the best-known federal agency involved in monitoring self-regulation of competing businesses.
b. has a great deal of legal power to force a company to comply with its regulations.
c. is not involved with Internet commerce.
d. is a voluntary alliance of companies whose goal is to help maintain fair practices.
e. oversees advertising that runs on television programs.
Q:
The term "minority" is currently defined as "a relatively small group of people who differ from others with respect to race, religion, language, or political persuasion." Why will the term have different implications in the future?
a. There will be stronger limits on immigration, so the presence of minorities will be less noticeable.
b. Members of Generation Y are more socially conscious and embrace diversity.
c. The term "minority" has become politically incorrect.
d. The meaning of the word won"t change at all; the group with the smallest population, regardless of its absolute size, will always be labeled "minority."
e. The size of most ethnic groups will double during the next two decades.
Q:
The best-known self-regulatory group is the __________, which is a voluntary alliance of companies whose goal is to help maintain fair practices.
a. U.S. Department of Justice
b. National Chamber of Commerce
c. Better Business Bureau
d. Federal Trade Commission
e. National Federation of Independent Business
Q:
Demographers predict that the number of people in the U.S. aged 65 and over will __________ by 2030.
a. almost double
b. be significantly less than the number of children under 18 years old
c. increase at the same rate as the rate for developing countries
d. increase at the same rate as the rate for developed countries
e. stay the same as today
Q:
One of the problems associated with self-regulation is
a. the lack of a written code of ethics by firms in the industry.
b. the intrusive enforcement by the FTC.
c. the opportunity corporate for espionage by competitors.
d. the absence of an industry association with the power to use moral suasion.
e. noncompliance by members.
Q:
Which age segment of the U.S. population is expected to grow to 72 million people or almost 20 percent of the population by 2030?
a. children under the age of 18
b. people aged 65 and over
c. children of baby boomers
d. children of Generation X
e. children of Generation Y
Q:
Self-regulation refers to
a. governmental guidelines that suggests what is legal and ethical and what is not.
b. a self-imposed set of rules set by a specific industry watchdog group that dictates legal and ethical behaviors.
c. an alternative to government control where an industry attempts to police itself.
d. voluntary compliance to governmental rules and regulations set for a specific industry.
e. a set of rules created and enforced by the FTC to which all members of an industry voluntarily agree to comply.
Q:
By 2030, the U.S. population is expected to exceed
a. 273 million.
b. 308 million.
c. 323 million.
d. 373 million.
e. 408 million.
Q:
An alternative to government control where an industry attempts to police itself is referred to as
a. consumer protection.
b. self-regulation.
c. industry accountability.
d. voluntary compliance.
e. government-imposed ethical policing.
Q:
All of the following factors contribute to the growth of a country's population EXCEPT:
a. life expectancy (the average number of years a population lives from birth).
b. immigration (the number of people who enter a country for the purpose of permanent residence).
c. population density (defined as the total number of people per square mile/kilometer).
d. birth rate (the number of births during a specified time period).
e. death rate (the number of deaths during a specified time period).
Q:
Recent legislation, such as the Children's Online Privacy Protection Act and the Controlling the Assault of Non-solicited Pornography and Marketing (CAN-SPAM) Act, are reforms that are
a. promotion-related.
b. price-related.
c. distribution-related.
d. self-regulated.
e. product-related.
Q:
Generally, the U.S. population is becoming
a. smaller, younger, and more diverse.
b. smaller, older, and more diverse.
c. larger, older, and less diverse.
d. larger, younger, and more diverse.
e. larger, older, and more diverse.
Q:
The purpose of the national Do Not Call Registry is to
a. prevent manufacturers from being deluged with customer complaints during business hours.
b. separate listed from unlisted phone numbers in telephone books and online information directories.
c. divert enquiries from manufacturers to their suppliers that are ultimately responsible for product distribution.
d. remove identification codes from mobile phones and tablet devices that would identify them as customers as well as their locations.
e. protect consumers from unsolicited telemarketing calls.
Q:
Studies of the __________ characteristics of the U.S. population suggest that it is becoming larger, older, and more diverse.
a. cultural
b. psychographic
c. geographic
d. demographic
e. economic
Q:
The Deceptive Mail Prevention and Enforcement Act provides specifications for direct mail sweepstakes, such as requiring the statement
a. "A guaranteed winner in every state."
b. "You can"t win if you don"t play."
c. "You may never get another chance to win."
d. "No purchase necessary to win."
e. "There is no better time to play."
Q:
Which of the following global trends has significant implications to global marketers?
a. the declining populations of Latin/South American countries
b. the size of the markets in India and China
c. the tripling of the population of consumers under 40 years old
d. the decreasing interest in entrepreneurship in developing countries
e. the increased saving rates of elderly populations in developed countries
Q:
It had been the Campbell Soup Co.'s practice to insert clear glass marbles into the bottom of soup containers used in print advertisements to bring the soup ingredients (e.g., noodles or chicken) to the surface, thus misrepresenting the amount of solid ingredients in the soup. This was an example of
a. corrective advertising.
b. bait-and-switch advertising.
c. deceptive advertising.
d. cease-and-insist advertising.
e. self-regulation.
Q:
World population projections show that the number of people 60 years of age and older is expected to __________ by 2050.
a. decline by 1 billion
b. double to 4 billion
c. reach 2 billion
d. triple to 3 billion
e. reach 6 billion
Q:
For 18 months, Warner-Lambert Co. was required to include the following statement in all television advertisements for Listerine: "Listerine will not help prevent colds or sore throats or lessen their severity." The FTC imposed this requirement because previous advertising had caused consumers to believe Listerine was effective against colds. This is an example of the FTC action of
a. corrective advertising.
b. deceptive advertising.
c. unethical advertising.
d. cease-and-desist advertising.
e. self-regulation.
Q:
The country expected to have the largest population in 2050 is __________.
a. India
b. the United States
c. China
d. Russia
e. Brazil
Q:
There are many diet aids on the market. They promise immediate weight loss without exercise or a change in diet. Each is accompanied by a testimonial from a satisfied user. If you pay close attention, you will notice that each ad also contains the statement, "Results may vary." Most likely, this statement is included to prevent the FTC from requiring the dietary aid distributor from having to
a. engage in self-regulation.
b. engage in comparative advertising.
c. issue an advertising injunction.
d. guarantee truth-in-advertising.
e. run corrective advertising.
Q:
Projections show that the population of the world is __________.
a. growing
b. declining
c. decreasing in Africa
d. increasing in Europe
e. decreasing in Latin America
Q:
Which of the following is an action the FTC can take to require a company to spend money on advertising to rectify previous misleading ads?
a. corrective advertising
b. a cease and desist order
c. an advertising injunction
d. a truth in advertising order
e. comparative advertising
Q:
The population explosion has occurred
a. primarily in the developing countries of Latin America, Asia, and Africa.
b. evenly throughout the world.
c. primarily in the United States due to high birth rates and immigration.
d. primarily in the countries of the European Union due to high birth rates and immigration.
e. primarily in developed countries due to better economic, infrastructure, and healthcare conditions.
Q:
Which of the following is an action the FTC can take to stop a company from continuing an unfair trade practice?
a. corrective advertising
b. a cease and desist order
c. a private ruling
d. a consent degree
e. a stay
Q:
The term that describes the rapid growth in world population is called the __________.
a. population expansion
b. population inversion
c. population migration
d. population explosion
e. population eruption
Q:
The __________ can require a company to spend money on corrective advertising to rectify previous misleading ads.
a. Food and Drug Administration
b. U.S. Department of Justice
c. Federal Trade Commission
d. Better Business Bureau
e. American Marketing Association
Q:
By 2050, the world's population is expected to be __________.
a. 5.0 billion
b. 5.7 billion
c. 6.9 billion
d. 7.9 billion
e. 9.4 billion
Q:
Which of the following is an example of advertising- and promotion-related legislation?
a. the Robinson-Patman Act
b. the Consumer Product Safety Act
c. the Lanham Act
d. the Federal Trade Commission Act
e. the Fair Packaging and Labeling Act
Q:
The most recent estimate indicates that the population of the world today is about __________.
a. 5.0 billion
b. 5.7 billion
c. 6.9 billion
d. 7.9 billion
e. 9.4 billion
Q:
Until federal laws and regulations were clarified to cover such cases, audio electronic component manufacturers required that retailers who wanted to carry their amplifiers also carry their speakers and sell their customers a "system" of same-brand components. This distribution strategy, called __________, may be illegal.
a. bait and switch
b. caveat emptor
c. a tying arrangement
d. double dealing
e. per se
Q:
More magazine is a publication designed to appeal to women aged 40 and over. Demand for such magazines is an example of how changing __________ characteristics impact the marketing environment.
a. cultural
b. behavioral
c. psychographic
d. occupational
e. demographic
Q:
A paint manufacturer will sell a retail paint outlet its paint only if the retailer also buys the manufacturer's line of brushes and accessories. This is an example of __________.
a. exclusive dealing
b. a requirement contract
c. an exclusive territorial distributorship
d. a selective promotion contract
e. a tying arrangement
Q:
It is predicted that the number of people in the United States over the age of 65 will __________ by 2030.
a. almost double
b. be significantly less than the growth of children under 16 years old
c. increase at the same worldwide rate
d. decrease at the same worldwide rate
e. begin to decrease, relative to previous growth rates
Q:
A software manufacturer will only sell its popular line of Harry Potter software games to retailers who will also carry its less successful Star Wars: The Prequel software game. This is an example of a(n) __________.
a. exclusive dealing
b. requirement contract
c. exclusive territorial distributorship
d. tying arrangement
e. selective promotion contract
Q:
Demographics describe all of the following population characteristics EXCEPT:
a. income.
b. age.
c. gender.
d. zip code.
e. ethnicity/race.
Q:
A seller's requirement that the purchaser of one product also buy another item in the line is called __________.
a. exclusive dealing
b. a requirement contract
c. a tying arrangement
d. an exclusive territorial distributorship
e. a selective promotion contract
Q:
The description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation is referred to as __________.
a. product group profiling
b. demographics
c. behavioral analysis
d. psychographics
e. statistical analysis
Q:
The agent for John Grisham's newest novel has sold its rights to a British publisher for sales in the United Kingdom and Ireland, to a U.S. publisher for the United States and Canada, and to an Australian publisher for Australia and New Zealand. This is an example of ________.
a. exclusive dealing
b. an exclusive territorial distributorship
c. a tying arrangement
d. a geographic compact
e. monopolistic competition
Q:
Demographics refers to
a. the description of a population according to its values or cultural beliefs.
b. an objective measurement of a person's likelihood to purchase a product or service.
c. the psychological profile of prospective consumers.
d. the density of a population in a geographic area.
e. the description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation.
Q:
A situation in which a manufacturer grants a distributor the sole rights to sell a product in a specific geographic area is called __________.
a. exclusive dealing
b. a tying arrangement
c. a selective promotion contract
d. an exclusive territorial distributorship
e. a requirement contract
Q:
An important social trend is the continued concern for health and well-being in the United States. This is most likely evidenced by
a. First Lady Michelle Obama's Let's Move! initiative to eliminate childhood obesity.
b. the increased sales of Cigar Aficionado magazine.
c. the opening of more Starbucks coffee boutiques in supermarkets.
d. the upsizing of menu items at fast food restaurants.
e. the introduction of tablet devices such as the iPad.
Q:
__________ demand buyers purchase all or part of their needs for a product from a particular seller for a period of time.
a. Exclusive deals
b. Requirement contracts
c. Tying arrangements
d. Territorial dealership contracts
e. Selective promotion contracts
Q:
MySpace.com is a social network that is targeted primarily to people under the age of 25. In 2005, when MySpace was the leading social network, News Corp., owner of The Wall Street Journal and Fox News, bought the firm for $580 million. Since then, its membership has declined precipitously due to changing consumer tastes. As a result, News Corp. sold MySpace to a group of investors for a paltry $38 million in mid-2011. This is an example of how __________ forces impact the marketing environment.
a. economic
b. competitive
c. social
d. technological
e. regulatory
Q:
If a major food company offered supermarket chains special prices and incentives to carry its brand of frozen vegetables and not to carry competing brands, it could be accused of __________ and would be subject to prosecution if its actions substantially reduce competition.
a. requirement contracting
b. a tying arrangement
c. a territorial infringement
d. a monopolistic practice
e. exclusive dealing
Q:
Which of the following statements regarding social forces is most accurate?
a. Social forces can have a dramatic impact on marketing strategy.
b. As a social force, consumer incomes have more impact on marketing strategy than demographics.
c. Social forces within an organization motivate employees to improve their productivity.
d. Social forces determine all the other environmental forces that affect an organization.
e. Of all the environmental forces, social forces are the easiest for a marketer to manipulate.
Q:
An arrangement a manufacturer makes with a reseller to handle only its products and not those of competitors is referred to as a(n) __________.
a. tying arrangement
b. requirement contracting
c. exclusive dealing
d. territorial dealership contracting
e. selective distribution
Q:
The social forces of the environment include the demographic characteristics of the population and its __________.
a. geographic locations
b. social classes
c. cohorts
d. values
e. ethics
Q:
The courts see price fixing as per se illegal, which means the courts
a. see price fixing itself as illegal.
b. don"t view price fixing as illegal.
c. only consider price fixing to be illegal if a company is sued.
d. compare the company behavior to behavior typical in its industry.
e. view price fixing as illegal only if it causes destructive competition.
Q:
The social forces of the environment include the ____________ of the population and its values.
a. living standards
b. social classes
c. cohorts
d. ethics
e. demographic characteristics
Q:
The pricing component of the marketing mix is the focus of regulation from two perspectives:
a. quantity discounts and price gouging.
b. price fixing and price discounting.
c. promotional allowances and trade allowances.
d. selling and bartering.
e. competitive pricing and illegal bartering.
Q:
The demographic characteristics of the population and its values are referred to as
a. attitudinal forces.
b. psychographic forces.
c. social forces.
d. cultural forces.
e. market forces.
Q:
The Federal Dilution Act
a. prevents someone from using a trademark on a non-competing product.
b. provides for registration of a company's trademarks.
c. allows a company to secure rights to a name before its actual use.
d. facilitates the protection of U.S. trademark rights throughout the world.
e. allows language adaptations for trademarks in different parts of the world.
Q:
The set of environmental forces that consists of the demographic characteristics of the population and its values is referred to as
a. social forces.
b. economic forces.
c. consumer forces.
d. cultural forces.
e. market forces.
Q:
A trademark is a device that can take almost any form, as long as it is capable of identifying and distinguishing specific products or services. Owens-Corning Fiberglas Corporation's trademark is an example of a product that is protected by
a. combination of letters and designs.
b. product shape.
c. picture.
d. logo.
e. color.
Q:
One of the world's largest publishers was totally unprepared for recent increases in the demand for digital books. During 2011, the sale of e-books exceeded the sales of traditional printed paperback books for the first time. If the publisher had __________, it would have been more prepared for this shift in demand.
a. optimized its distribution by eliminating local and chain store bookstores (like Borders) that failed to meet their sales quotas
b. noticed the change in the demographics of book readers in general
c. noticed the behavioral changes in moviegoers, who now prefer to view 3D movies in IMAX theaters
d. shifted funds from product development to advertising
e. tracked, as part of its ongoing environmental scanning activities, the sales of e-books sold by other publishers as well as e-book readers sold by Amazon.com (Kindle) and Barnes and Noble (Nook)
Q:
The primary purpose of a doppelganger is to
a. make people laugh, which subconsciously makes them desire the real product.
b. undermine the integrity of an existing brand.
c. make the brand generic.
d. increase productivity of advertising.
e. protect trademark infringement by competing firms in the same industry.
Q:
As the director of marketing for Littleton Hospital, you must conduct an environmental scan to help create a five-year marketing plan for the hospital. Which of the following environmental trends should you consider to be the MOST IMPORTANT?
a. The number of people in the geographic area who are 65 years or older will increase by 23 percent during the next five years.
b. By the year 2015, baby boomers will control more than 50 percent of all consumer expenditures in the United States.
c. The Littleton community has seen a rise in dual-income households.
d. By the year 2025, robotics will play a major role in surgical procedures.
e. Twenty percent of the local population is of Hispanic origin.
Q:
In marketing, "doppelgangers" refer to
a. ads or logos that look similar to a familiar brand that have been altered by digital technology.
b. products that are so similar to one another in form and function that trademarks cannot be issued to one of them.
c. products that are almost identical, but are registered independently with different trademarks in different countries.
d. two trademark symbols that closely resemble one another in appearance.
e. two distinctly different products (and product classes) whose colors are so similar to one another that customers believe both products are owned by the same company.
Q:
The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and accessories. The keys to its success include knowing customers' changing tastes and providing something different from other retailers. In addition, because of the high value of the merchandise, The Lemon Tree's management is exploring the use of computerized inventory controls and sales order processing. From this description, one can infer that the LEAST IMPORTANT environmental force to The Lemon Tree at this particular time would be
a. economic.
b. competitive.
c. technological.
d. social.
e. regulatory.