Exam 3: Analyzing the Marketing Environment

The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of _ and .

With an expected increase in ethnic diversity within the American population,marketers are most likely to place a greater emphasis on which of the following?

The macroenvironment consists of the factors close to the company that affect its ability to serve its customers,such as suppliers,customer markets,competitors,and publics.

Today's marketers must successfully build relationships to connect effectively with customers,others in the company,and external partners.

Which of the following most accurately reflects the popularity of telecommuting?

Value marketing is the strategy of offering consumers .

Refer to the scenario below to answer the following questions. Casey Brickly opened The Landing on the north shore of Witmer Lake in 1962.With a sandwich counter on one side and a bait shop and grocery on the other,The Landing was an immediate hit with weekend lake visitors and local residents alike.In the summer,boaters parked at the piers and bought all their lake needs-rods and reels,bait,fishing licenses,snacks,soft drinks-at The Landing.Even during the winter months,snowmobilers and ice fishermen were lured to The Landing for a snack and hot coffee or hot chocolate. As time passed,the business changed and grew tremendously.What was formerly a weekend tourist area gradually became a year- round residential area.Many of the houses,which were built as cottages in the 1950s and 1960s,were remodeled into year- round homes.By the end of the 1970s,the days of small motor boats and 10 mile- per- hour speed limits were gone;skiing and fast speed boats became all the rage.Through it all,The Landing continued to attract flocks of patrons. In the 1980s,however,Casey started to realize that the grocery area in The Landing could not compete with larger local retailers.He eventually enlarged the sandwich counter,transforming the bait shop and grocery into a restaurant with a full menu typical of any diner. "Getting rid of the bait shop was hard to do," Casey admitted."I still had a summer crowd that relied on us for their fishing needs,but we couldn't survive a whole year on four months of profit." In the early 2000s,the atmosphere of Witmer Lake and the neighboring lakes became upscale."I could see that people were spending more on their speed boats than what they had originally paid for their cottages!" Casey exclaimed.Many of the cottages were inherited by children and grandchildren of the original owners.Once again,the scene started to change as many of the lake houses were used only as weekend lake homes.Unlike the previous generation,a vast number of the current owners could afford to live closer to their jobs while maintaining lake homes."At this point,business wasn't growing," Casey said. As local competition continued to increase,Casey converted the diner atmosphere of The Landing into a bar with a lounge area."The change might have been too drastic," Casey said,"but it was the only way we could maintain a strong,year- round business in spite of the population shifts and competitive forces." -Which of the following demographic forces has most likely influenced the recent upscale atmosphere of the area surrounding Witmer Lake?

Which of the following is NOT an example of the type of public that is part of a company's marketing environment?

A company or association's is designed to help guide responses to complex social responsibility issues.

The single most important demographic trend in the United States that marketers should understand is the changing family structure.

When marketing manager Suzie Kwan discusses factors and forces outside marketing,such as political factors that affect marketing management's ability to build and maintain successful relationships with target customers,she is talking about the external marketing concept.

Many firms today use RFID technology to .

The introduction of new technologies is beneficial to all industries,as new markets and opportunities are created.

Marketers must increasingly consider the needs of traditional households because this segment of the population is growing more rapidly than nontraditional households.

Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them.Trudie works for a reseller.

Why is it important for marketers to understand people's views of themselves?

Research has shown that the most important demographic trend in the United States is the .

Which of the following is an example of a core belief?

In a short essay,differentiate between the basic marketing intermediaries.

A consumer organization,environmental group,or minority group has challenged your firm's stand on a local issue.Your firm is being challenged by a _ public.