Exam 3: Scanning the Marketing Environment

Holiday Inn Worldwide offers customers Holiday Inn Express hotels, which feature comfortable accommodations with room rates lower than the traditional Holiday Inns. In this way, they are able to reach those who are __________ .

You are the Director of Marketing for Starbucks. You are doing an environmental scan to help you create a three-year marketing plan for the Canadian market. Which of the following environmental trends should you consider the MOST important?

Geek Squad must monitor changes in the_________ environment since it continues to change with respect to electronic transfer of copyrighted materials such as music, movies, and software.

The generation of children born to baby boomers, a period of increasing births, is sometimes referred to as a(n):

Marketing generally plays a small role in which competitive situation?

Responding to the movement towards reducing our carbon footprint, the federal government recently made financial incentives available to Canadians who made their homes more energy-efficient. According to an environmental scan of Canada, this Growth in eco-consciousness reflects a change in_______ forces.

Although The Beerstore and The LCBO sell the majority of alcohol in Ontario, the Microbrewery Association of Ontario (MAO)regulates all of the microbreweries to ensure fair play. The microbrewery industry is one that has:

P&G uses an online collaborative tool to discuss confidential feedback on new product ideas for their employees spread across the country. P&G is using:

Barriers to entry are business practices or conditions that make it difficult for new firms to enter the market. Which of the following is not an example of a barrier to entry?

Companies recognize that having an online presence is necessary to compete in today's marketplace. The items that are listed near the top of a Google search are there because they are most relevant to your keywords and likely because of .

Office Depot has developed wireless, handheld computers for its staff. When customers inquire about a product, a computer-equipped sales associate can pull Detailed information on products right out of the corporate database. Employees at one store can contact employees at another store for advice or information. This is an Example of how________ can be used to enhance marketing.

Many Canadian consumers, particularly working women, are living harried lives and want to do business with companies that can offer them greater convenience. Many businesses are responding by offering express lanes of checkouts, longer store hours, drive-through windows, delivery services, and electronic shopping. These businesses are responding to customers experiencing:

As a consultant with Accenture, you frequently engage in environmental scanning on behalf of your clients. Which of the following statements about environmental scanning best describes what actually happens?

A Vancouver-based packaging company has created a package made from a renewable resource called palm fibre, which composts in less than 90 days and provides a healthy contribution to soil. In this way, they are able to reach those who are __________.

Anya has been instructed to prepare a short paper on her ancestry. She has asked some friends to explain the topic to her. Which of the following statements offers the BEST explanation?

After paying taxes, living expenses, and necessities, you realize you have enough money to go on a week-long vacation to Turks and Caicos. This money is likely coming from which account?

Video bloggers or ______ is growing in popularity in Canada?

A consultancy is presenting to their client about the importance of creating a friendly working culture to increase productivity. Which of the following statements about culture is true?

When Holiday Inn decided to create a new version of their traditional hotel chain called Holiday Inn Express, they recognized that consumers were concerned about obtaining the best quality for a given price. This concept is known as:

Marketers can now reach large segments of the Canadian population efficiently and effectively because: