Exam 3: Analyzing the Marketing Environment

Give two characteristics of the American family that depict its "nontraditional" nature.

In marketing,what is a public? Briefly describe the seven main types of publics faced by marketers and explain how marketing might communicate with these publics.

How might geographic shifts in population impact marketers?

What steps might a marketer take to shift from a reactive stance to the marketing environment to a more proactive stance?

How do baby boomers today differ from previous generations as they neared and reached their sixties?

Which of the following is NOT a type of factor in a company's macroenvironment?

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 microenvironment actors have affected The Landing the most?

A country with a(n)_ economy consumes most of its own agricultural and industrial outputs and offers few market opportunities.

Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma.Which of the following components of the political environment should Norma be LEAST concerned with as her company begins to develop a marketing plan for the new product?

More government legislation and the green movement are the likeliest causes of a general decline in environmental concerns in the past decade.

Which of the following American government agencies is charged with setting and enforcing pollution standards?

Trends in people's views of organizations indicate that which of the following has increased in the past twenty years?

Which of the following is the most reasonable to assume as more and more Americans move to "micropolitan areas"?

Today's successful marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as full- fledged partners.

With an expected increase in ethnic populations,marketers are likely to place a greater emphasis on .

As a marketer of pesticides,which of the following should give you the LEAST amount of concern?

Toyota's Prius was the first mass- produced hybrid vehicle,known for its fuel efficiency and environmental friendliness.The Prius was initially most likely marketed to which of the following groups?

Describe the three main reasons the business legislation is enacted,giving an example of each type of legislation.

In 1950,women made up under 40 percent of the workforce;now they make up percent.

What is the cultural trend in how people view nature? How does this affect marketers?