Exam 3: Analyzing the Marketing Environment

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 is a trend that depicts the increasingly nontraditional nature of today's American family?

Watching the cultural trends of how people view society,observers have noted that since September 11,2001,marketers responded to the increased of Americans with special products and promotions.

The green movement will likely spark the LEAST interest in which of the following?

Briefly explain why Americans amassed record amounts of debt in the 1990s and why the free- spending trend has ended.

Why might it be beneficial for marketers to help develop solutions to problems facing the natural environment,such as increased pollution and shortages of raw material?

All of the groups within a company are called the .

Which of the following forces would marketers be MOST likely able to influence?

Currently,Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that target and promote their products to the right markets.Who is Diego's employer?

Which of the following best explains why Gen Xers who are parents tend to put family before career?

Which of the following descriptions most accurately characterizes the baby boomers?