Question 1

Compare and contrast Generation Y and Generation X.Which generation is of more interest to marketers? Why?

Accepted Answer

Generation Y was born between 1979 and 1994 and is the largest group.Most Gen Yers are the children of baby boomers and are highly connected.Social media has exploded with this tech savvy group,and they expect brands to be active on Facebook and other social networks.Generation X includes people born between 1965 and 1978 and consists of 40 million consumers.It was the first generation of latchkey children.They have been bombarded by multiple media since they were babies,so they are savvy and cynical consumers.They are older than Gen Yers and are reaching the age where they are sending their kids off to college.Gen Xers have been largely ignored due to the larger baby boomers and Gen Yers getting marketers' attention.Both generations are important to marketers,but the size of Gen Y makes them attractive.However,Gen Xers are avid buyers of the latest clothes,technology,and recreational products.

Question 2

What do self-sufficiency,upward mobility,work ethic,and conformity have in common?

Accepted Answer

A)  These are no longer valued attitudes 
B)  They are attitudes that can easily be changed 
C)  These are three perceptions that Americans have of the Asian lifestyle 
D)  These are three of the core values that influence lifestyles in the United States 
E)  They are the determinants of a component lifestyle 
A)  These are no longer valued attitudes 
B)  They are attitudes that can easily be changed 
C)  These are three perceptions that Americans have of the Asian lifestyle 
D)  These are three of the core values that influence lifestyles in the United States 
E)  They are the determinants of a component lifestyle D

Question 3

Generation Y was the first generation of latchkey children--products of dual-career and/or divorced households.

Accepted Answer

A) True 
 B)False  False

Question 4

The publisher of Ebony magazine has forged an alliance with Dan River,Inc.to create luxury bed and bath products for the newly developed Ebony Home brand.Ebony Home will use the publisher's long history and expertise to market to the African American market.The African American market is the _____ for the Ebony Home brand.

Accepted Answer

A)  target market 
B)  buying center 
C)  aggregated unit 
D)  consumer cluster 
E)  demographic sample 
A)  target market 
B)  buying center 
C)  aggregated unit 
D)  consumer cluster 
E)  demographic sample

Question 5

Describe some basic characteristics of the African American market.

Accepted Answer

The African American market is youthful

Question 6

Dog Spa
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and holistic pet products. All of the products sold at the salon will be of the highest quality and made of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers its owners. To determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who studied all the market information available and determined that single, white-collar workers between the ages of 30 and 60 were the most likely people to use the services proposed by Tumlin. The researcher also determined that the West side of the city offers the best location for the enterprise even though zoning regulations are much stricter in that area.
-Refer to Dog Spa.What type of research did the marketing consultant perform for Tumlin?

Accepted Answer

A)  Basic 
B)  Preliminary 
C)  Applied 
D)  Causal 
E)  Factorial 
A)  Basic 
B)  Preliminary 
C)  Applied 
D)  Causal 
E)  Factorial

Question 7

Champion Lyte is a sugar-free sports drink.In developing the product,its manufacturer thoroughly studied the legal restrictions on the drink's ingredients,packaging,manufacturing,and labeling and has abided by all such restrictions.In this way,the manufacturer of Champion Lyte drinks conducted its examination of all political and legal factors that might affect the product's marketing.

Accepted Answer

A) True 
 B)False

Question 8

Consumers' concern for health issues affects the way food is marketed.For example,marketers must now list the number of grams of transfat on a product's nutrition label because it has recently come to light that this type of fat is harmful.Consumers' concern for health issues is a(n)_____ factor.

Accepted Answer

A)  economic 
B)  political and legal 
C)  technological 
D)  demographic 
E)  social 
A)  economic 
B)  political and legal 
C)  technological 
D)  demographic 
E)  social

Question 9

Lee Siracca owns two horses,brews his own beer,participates in the civic arts commission,enjoys talk radio,hikes on wilderness trails,and competes in rodeos.All of these diverse needs and interests influence his choices of the goods and services he buys.Lee has a:

Accepted Answer

A)  component lifestyle 
B)  demographically oriented lifestyle 
C)  multicultural demographic position 
D)  fragmented market orientation 
E)  segmented buying strategy 
A)  component lifestyle 
B)  demographically oriented lifestyle 
C)  multicultural demographic position 
D)  fragmented market orientation 
E)  segmented buying strategy

Question 10

Dog Spa
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and holistic pet products. All of the products sold at the salon will be of the highest quality and made of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers its owners. To determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who studied all the market information available and determined that single, white-collar workers between the ages of 30 and 60 were the most likely people to use the services proposed by Tumlin. The researcher also determined that the West side of the city offers the best location for the enterprise even though zoning regulations are much stricter in that area.
-Refer to Dog Spa.Tumlin is developing a strategic marketing plan to cover the first five years of the salon's business.She must be sure to consider which of the following uncontrollable factors in her plan?

Accepted Answer

A)  Place or distribution factors 
B)  Media buying factors 
C)  Demographic factors 
D)  Dining area layout factors 
E)  Pricing for services 
A)  Place or distribution factors 
B)  Media buying factors 
C)  Demographic factors 
D)  Dining area layout factors 
E)  Pricing for services

Question 11

The external environment:

Accepted Answer

A)  can be controlled in much the same manner as the internal marketing mix 
B)  cannot be influenced by marketing managers 
C)  does not change over time 
D)  does not have an impact on Fortune 500 companies 
E)  must be continually monitored by marketing managers 
A)  can be controlled in much the same manner as the internal marketing mix 
B)  cannot be influenced by marketing managers 
C)  does not change over time 
D)  does not have an impact on Fortune 500 companies 
E)  must be continually monitored by marketing managers

Question 12

_____ factors are environmental factors that include our attitudes,values,and lifestyles.

Accepted Answer

A)  Social 
B)  Economic 
C)  Political 
D)  Competitive 
E)  Demographic 
A)  Social 
B)  Economic 
C)  Political 
D)  Competitive 
E)  Demographic

Question 13

An organization is not completely at the mercy of the external environment.Explain environmental management and give an example how a motorcycle helmet manufacturer might use it.

Accepted Answer

When a company implements strategies tha

Question 14

When a company engages in _____,it is implementing strategies that attempt to shape the external environment within which it operates.

Accepted Answer

A)  synergistic control 
B)  environmental management 
C)  environmental control 
D)  market control 
E)  reactive management 
A)  synergistic control 
B)  environmental management 
C)  environmental control 
D)  market control 
E)  reactive management

Question 15

Demography is the study of people's vital statistics such as age and location.

Accepted Answer

A) True 
 B)False

Question 16

Marketers need a thorough understanding of the laws established by the federal government,state governments,and regulatory agencies.

Accepted Answer

A) True 
 B)False

Question 17

The competitive environment of a business encompasses the number of competitors the firm must face,the relative size of these competitors,regulatory agencies,and the degree of interdependence within the industry.

Accepted Answer

A) True 
 B)False

Question 18

Riot Media is a media and toy company that capitalizes on the "gross-out" humor enjoyed by boys ages 8 through 12.In other words,it targets:

Accepted Answer

A)  members of Generation X. 
B)  a cohort generation. 
C)  Tweens. 
D)  baby boomers. 
E)  the baby bridging generation. 
A)  members of Generation X. 
B)  a cohort generation. 
C)  Tweens. 
D)  baby boomers. 
E)  the baby bridging generation.

Question 19

Marketing managers cannot control _____,but they can sometimes influence it.

Accepted Answer

A)  where advertising is placed 
B)  the external environment 
C)  the sales force 
D)  the distribution strategy 
E)  product pricing 
A)  where advertising is placed 
B)  the external environment 
C)  the sales force 
D)  the distribution strategy 
E)  product pricing

Question 20

The growth of social media use has resulted in:

Accepted Answer

A)  decreased connection to each other 
B)  Facebook losing viewers 
C)  decreased discretionary income 
D)  more component lifestyles 
E)  increased exchange of information 
A)  decreased connection to each other 
B)  Facebook losing viewers 
C)  decreased discretionary income 
D)  more component lifestyles 
E)  increased exchange of information

Exam 7: The Marketing Environment

Compare and contrast Generation Y and Generation X.Which generation is of more interest to marketers? Why?

What do self-sufficiency,upward mobility,work ethic,and conformity have in common?

Generation Y was the first generation of latchkey children--products of dual-career and/or divorced households.

Describe some basic characteristics of the African American market.

Consumers' concern for health issues affects the way food is marketed.For example,marketers must now list the number of grams of transfat on a product's nutrition label because it has recently come to light that this type of fat is harmful.Consumers' concern for health issues is a(n)_____ factor.

Lee Siracca owns two horses,brews his own beer,participates in the civic arts commission,enjoys talk radio,hikes on wilderness trails,and competes in rodeos.All of these diverse needs and interests influence his choices of the goods and services he buys.Lee has a:

The external environment:

_____ factors are environmental factors that include our attitudes,values,and lifestyles.

An organization is not completely at the mercy of the external environment.Explain environmental management and give an example how a motorcycle helmet manufacturer might use it.

When a company engages in _____,it is implementing strategies that attempt to shape the external environment within which it operates.

Demography is the study of people's vital statistics such as age and location.

Marketers need a thorough understanding of the laws established by the federal government,state governments,and regulatory agencies.

The competitive environment of a business encompasses the number of competitors the firm must face,the relative size of these competitors,regulatory agencies,and the degree of interdependence within the industry.

Riot Media is a media and toy company that capitalizes on the "gross-out" humor enjoyed by boys ages 8 through 12.In other words,it targets:

Marketing managers cannot control _____,but they can sometimes influence it.

The growth of social media use has resulted in:

An Overview of Marketing

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Marketing Research

Case Study Marriott International: A Marriott Site for Those on the Move

Product Concepts

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Advertising Public Relations and Sales Promotion

Burger King

Personal Selling and Sales Management

Ron Popeil

Social Media and Marketing

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

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