科特勒市场营销题库-2016新版chapter3

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PrinciplesofMarketing,16e(Kotler)

Chapter3AnalyzingtheMarketingEnvironment

1)Danhasbeendirectedtostudytheforcesclosetoacompanythataffectitsabilitytoserveitscustomers,suchasthecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics.Inthisinstance,Danhasbeendirectedtostudythe________ofthecompany.

A)macroenvironment

B)microenvironment

C)technologicalenvironment

D)demographicenvironment

E)politicalenvironment

Answer:B

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

2)Whichofthefollowingtermsisusedtodescribetheactorsandforcesoutsidemarketingthataffectmarketingmanagement'sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers?

A)marketingenvironment

B)marketingorientation

C)strategicplanning

D)targetmarkets

E)marketingmix

Answer:A

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

3)Whichofthefollowingisacomponentofafirm'smicroenvironment?

A)customerdemographics

B)economicrecessions

C)populationshifts

D)marketingintermediaries

E)technologicalchanges

Answer:D

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

4)Samhasbeendirectedtostudythedemographic,economic,political,andculturalforcesthataffectanorganization.Inthisinstance,Samhasbeendirectedtostudythe________oftheorganization.

A)macroenvironment

B)microenvironment

C)internalenvironment

D)marketingmix

E)marketingintermediaries

Answer:A

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

5)Theinterrelateddepartmentswithinacompanythatinfluencemarketingdecisionsformthe________environment.

A)cultural

B)economic

C)internal

D)political

E)technological

Answer:C

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

6)________providetheresourcesneededbyacompanytoproduceitsgoodsandservices.

A)Retailers

B)Marketingservicesagencies

C)Resellers

D)Suppliers

E)Financialintermediaries

Answer:D

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

7)SparexInc.isamanufacturerofmetalboltsthatareusedbyBoilexInc.tomanufactureheavymachineries.Inthisinstance,Sparexactsasa________.

A)financialintermediary

B)supplier

C)retailer

D)customer

E)localpublic

Answer:B

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

8)Jonathanworksforafirmthatassistscompaniesinpromoting,distributing,andsellingtheirproductstoendconsumers.ThefirmJonathanworksforisa________.

A)licensor

B)supplier

C)marketingintermediary

D)localpublic

E)generalpublic

Answer:C

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

9)________helpcompaniesstockandmovegoodsfromtheirpointsoforigintotheirdestinations.

A)Retailers

B)Physicaldistributionfirms

C)Marketingservicesagencies

D)Resellers

E)Suppliers

Answer:B

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

10)________includebanks,creditcompanies,insurancecompanies,andotherbusinessesthathelpinsureagainsttherisksassociatedwiththebuyingandsellingofgoods.

A)Financialintermediaries

B)Physicaldistributionfirms

C)Resellers

D)Marketingservicesagencies

E)Wholesalers

Answer:A

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

11)MariaworksforSigmaInc.,afirmthathelpscompaniestargetandpromotetheirproductstotherightmarkets.Sigmaismostlikelya________.

A)financialintermediary

B)physicaldistributionfirm

C)marketingservicesagency

D)reseller

E)wholesaler

Answer:C

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

12)LandPortTransportationandOmegaWarehousinghelpcompaniesmoveandstockgoodsfromtheirmanufacturingplantstotheirdestinations.Thesetwobusinessesareexamplesof________.

A)resellers

B)marketingservicesagencies

C)financialintermediaries

D)physicaldistributionfirms

E)wholesalers

Answer:D

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

13)Whichofthefollowinggroupsinfluencesthecompany'sabilitytoobtainfunds?

A)financialpublics

B)localpublics

C)generalpublics

D)citizen-actionpublics

E)internalpublics

Answer:A

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

14)Whichofthefollowingistruewithregardtomediapublics?

A)Theprimaryfunctionofthisgroupistoprotecttheinterestsofminoritygroups.

B)Thisgroupcarriesnews,features,andeditorialopinion.

C)Theprimaryfunctionofthisgroupistocritiquethemarketingdecisionsofcompanies.

D)Thisgroupincludesneighborhoodresidentsandcommunityorganizations.

E)Thisgroupdirectlyinfluencesthecompany'sabilitytoobtainfunds.

Answer:B

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

15)Acompany'smarketingdecisionsmaybequestionedbyconsumerorganizations,environmentalgroups,minoritygroups,andothers.Theseorganizationsandgroupsarealsoknownas________.

A)mediapublics

B)marketingintermediaries

C)customers

D)citizen-actionpublics

E)internalpublics

Answer:D

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

16)AconsumerorganizationinOhiohaschallengedthemarketingdecisionofalocalfirmallegingittobeagainstthelargersocialinterest.Inthisinstance,thefirmischallengedbya(n)________public.

A)internal

B)general

C)government

D)citizen-action

E)media

Answer:D

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

17)Whichgroupincludesneighborhoodresidentsandcommunityorganizations?

A)localpublics

B)governmentpublics

C)internalpublics

D)citizen-actionpublics

E)mediapublics

Answer:A

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

18)CapeSkyInc.,aninternationalinsuranceandfinancialservicescompany,istheprimarysponsoroftheannualNewYorkCityMarathon,whichisattendedbyoveronemillionfansandwatchedbyapproximately300millionviewersworldwide.TheCapeSkylogoandnamearedisplayedthroughouttheracecourse.CapeSkymostlikelysponsorsthiseventinordertoappealtowhichofthefollowingtypesofpublics?

A)financialpublics

B)citizen-actionpublics

C)governmentpublics

D)generalpublics

E)internalpublics

Answer:D

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Challenging

19)Workers,managers,andmembersoftheboardareexamplesof________publics.

A)general

B)internal

C)local

D)citizen-action

E)media

Answer:B

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

20)Price&MaloneCorp.,acompanybasedinHouston,caterstoamarketofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption.Price&Malonecaterstoa________market.

A)business

B)reseller

C)government

D)consumer

E)wholesale

Answer:D

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

21)________marketsbuygoodsandservicesforfurtherprocessing.

A)Business

B)Reseller

C)Wholesale

D)Consumer

E)Retail

Answer:A

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

22)Governmentmarketsconsistofgovernmentagenciesthatbuygoodsandservices________.

A)toproducepublicservices

B)toresellataprofit

C)forfurtherprocessing

D)forpersonalconsumption

E)thataregenerallyofpoorquality

Answer:A

AACSB:Applicationofknowledge;Analyticalthinking

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

23)RachelworksforafurniturecompanyinIreland.Sheisresponsibleforbuyingandsellinggoodsataprofittosmallretailers.Rachelmostlikelyoperatesina________market.

A)business

B)reseller

C)wholesale

D)consumer

E)retail

Answer:B

AACSB:Applicationofknowledge;Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

24)SparksInc.hasagrowing________marketintheU.S.consistingofindividualsandhouseholdsthatbuySparks'productsforpersonaluse.

A)consumer

B)government

C)business

D)international

E)financial

Answer:A

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

Refertothescenariobelowtoanswerthefollowingquestion(s).

CaseyBricklyopenedTheLanding,aconveniencestoreonthenorthshoreofWitmerLake,in1962.Withasandwichcounterononesideandabaitshopandgroceryontheother,TheLandingwasanimmediatehitwithweekendlakevisitorsandlocalresidentsalike.Inthesummer,boatersparkedatthepiersandboughtalltheirfishingneeds,suchasrodsandreels,bait,snacks,andsoftdrinksatTheLanding.Evenduringthewintermonths,snowmobilersandicefishermenwereluredtoTheLandingforsnacksandhotcoffeeorhotchocolate.

Astimepassed,thebusinesschangedandgrewtremendously.Whatwasformerlyaweekendtouristareagraduallybecameafull-fledgedresidentialarea.Manyofthehouses,whichwerebuiltascottagesinthe1950sand1960s,wereremodeledintoresidentialhomes.Bytheendofthe1970s,thedaysofsmallmotorboatsand10mile-per-hourspeedlimitsweregone;skiingandfastspeedboatsbecametherage.Throughitall,TheLandingcontinuedtoattractflocksofpatrons.

Inthe1980s,however,CaseystartedtorealizethatthegroceryareainTheLandingcouldnotcompetewithlargerlocalretailers.Heeventuallyenlargedthesandwichcounter,transformingthebaitshopandgroceryintoarestaurantwithafullmenutypicalofanydiner."Gettingridofthebaitshopwashardtodo,"Caseyadmitted."Istillhadasummercrowdthatreliedonusfortheirfishingneeds,butwecouldn'tsurviveawholeyearonfourmonthsofprofit."

Intheearly2000s,theatmosphereofWitmerLakeandtheneighboringlakesbecameupscale."Icouldseethatpeoplewerespendingmoreontheirspeedboatsthanwhattheyhadoriginallypaidfortheircottages!"Caseyexclaimed.Manyofthecottageswereinheritedbychildrenandgrandchildrenoftheoriginalowners.Onceagain,thescenestartedtochangeasmanyofthelakehouseswereusedonlyasweekendlakehomes.Unlikethepreviousgeneration,avastnumberofthecurrentownerscouldaffordtoliveclosertotheirjobswhilemaintaininglakehomes."Atthispoint,businesswasn'tgrowing,"Caseysaid.

Aslocalcompetitioncontinuedtoincrease,CaseyconvertedthedinerofTheLandingintoabarwithaloungearea."Thechangemighthavebeentoodrastic,"Caseysaid,"butitwastheonlywaywecouldmaintainastrong,year-roundbusinessinspiteofthepopulationshiftsandcompetitiveforces."

25)WhichofthefollowingmicroenvironmentactorshashadthemostinfluenceonTheLanding?

A)competitors

B)suppliers

C)marketingintermediaries

D)resellers

E)citizen-actionpublics

Answer:A

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

26)Themicroenvironmentconsistsoflargersocietalforcesthataffectacompany,suchasdemographic,economic,political,andculturalforces.

Answer:FALSE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

27)Themacroenvironmentconsistsofthefactorsclosetothecompanythataffectitsabilitytoserveitscustomers,suchassuppliers,customermarkets,competitors,andpublics.

Answer:FALSE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

28)Marketingsuccessrequiresbuildingrelationshipswithothercompanydepartments,suppliers,marketingintermediaries,competitors,variouspublics,andcustomers,whichcombinetomakeupthecompany'svaluedeliverynetwork.

Answer:TRUE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

29)Acompany'smarketingenvironmentexcludestheforcesoutsidethemarketingdepartmentthataffectmarketingmanagement'sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.

Answer:FALSE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

30)Marketingservicesagenciesarethemarketingresearchfirms,advertisingagencies,mediafirms,andmarketingconsultingfirmsthathelpthecompanytargetandpromoteitsproductstotherightmarkets.

Answer:TRUE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

31)Localpublicsincludeconsumerorganizations,environmentalgroups,minoritygroups,andothers.

Answer:FALSE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

32)Theaimoftheentirevaluedeliverynetworkistoservetargetcustomersandcreatestrongrelationshipswiththem.

Answer:TRUE

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

33)Businessmarketsbuygoodsandservicesforfurtherprocessingorforuseintheirproductionprocesses.

Answer:TRUE

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

34)TrudieJonesworksforadistributionchannelfirmthathelpsseveralelectronicscompaniesfindcustomersormakesalestothem.Trudieworksforareseller.

Answer:TRUE

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

35)HowhavelargeretailerssuchasWalmartchangedthedynamicsofpartneringwithresellers?

Answer:Selectingandpartneringwithresellersisnoteasy.Nolongerdomanufacturershavemanysmall,independentresellersfromwhichtochoose.Theynowfacelargeandgrowingresellerorganizations,suchasWalmart,Target,HomeDepot,Costco,andBestBuy.Theseorganizationsfrequentlyhaveenoughpowertodictatetermsorevenshutsmallermanufacturersoutoflargemarkets.

AACSB:Applicationofknowledge

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Easy

36)Whoarethemajorplayersinacompany'smicroenvironment?Explaintherolethateachactorplays.

Answer:Marketingsuccessrequiresbuildingrelationshipswithothercompanydepartments,suppliers,marketingintermediaries,competitors,variouspublics,andcustomers,whichcombinetomakeupthecompany'svaluedeliverynetwork.

Thecompany:Indesigningmarketingplans,marketingmanagementtakesothercompanygroupsintoaccount—groupssuchastopmanagement,finance,researchanddevelopment(R&D),purchasing,operations,andaccounting.Alloftheseinterrelatedgroupsformtheinternalenvironment.Topmanagementsetsthecompany'smission,objectives,broadstrategies,andpolicies.Marketingmanagersmakedecisionswithinthebroaderstrategiesandplansmadebytopmanagement.

Suppliers:Suppliersformanimportantlinkinthecompany'soverallcustomervaluedeliverynetwork.Theyprovidetheresourcesneededbythecompanytoproduceitsgoodsandservices.

Marketingintermediaries:Marketingintermediarieshelpthecompanypromote,sell,anddistributeitsproductstofinalbuyers.Theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries.

Competitors:Themarketingconceptstatesthat,tobesuccessful,acompanymustprovidegreatercustomervalueandsatisfactionthanitscompetitorsdo.Thus,marketersmustdomorethansimplyadapttotheneedsoftargetconsumers.

Publics:Thecompany'smarketingenvironmentalsoincludesvariouspublics.Apublicisanygroupthathasanactualorpotentialinterestinorimpactonanorganization'sabilitytoachieveitsobjectives.

Customers:Customersarethemostimportantactorsinthecompany'smicroenvironment.Theaimoftheentirevaluedeliverynetworkistoservetargetcustomersandcreatestrongrelationshipswiththem.

AACSB:Writtenandoralcommunication

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

37)Whataremarketingintermediariesandwhatarethevarioustypes?

Answer:Marketingintermediarieshelpthecompanypromote,sell,anddistributeitsproductstofinalbuyers.Theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries.

Resellersaredistributionchannelfirmsthathelpthecompanyfindcustomersormakesalestothem.Theseincludewholesalersandretailerswhobuyandresellmerchandise.

Physicaldistributionfirmshelpthecompanytostockandmovegoodsfromtheirpointsoforigintotheirdestinations.Marketingservicesagenciesarethemarketingresearchfirms,advertisingagencies,mediafirms,andmarketingconsultingfirmsthathelpthecompanytargetandpromoteitsproductstotherightmarkets.

Financialintermediariesincludebanks,creditcompanies,insurancecompanies,andotherbusinessesthathelpfinancetransactionsorinsureagainsttherisksassociatedwiththebuyingandsellingofgoods.

AACSB:Writtenandoralcommunication

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

38)Whatisa"public"intermsofthemarketingenvironment?Inashortessay,brieflydescribethedifferenttypesofpublicsthatmarketersmustconsiderandexplainhowmarketingmightcommunicatewiththesepublics.

Answer:Apublicisanygroupthathasanactualorpotentialinterestinorimpactonanorganization'sabilitytoachieveitsobjectives.Thereareseventypesofpublics.

Financialpublics:Thisgroupinfluencesthecompany'sabilitytoobtainfunds.

Mediapublics:Thisgroupcarriesnews,features,andeditorialopinions.

Governmentpublics:Managementmusttakegovernmentdevelopmentsintoaccount.Marketersmustoftenconsultthecompany'slawyersonissuesofproductsafety,truthinadvertising,andothermatters.

Citizen-actionpublics:Acompany'smarketingdecisionsmaybequestionedbyconsumerorganizations,environmentalgroups,minoritygroups,andothers.Itspublicrelationsdepartmentcanhelpitstayintouchwithconsumerandcitizengroups.

Localpublics:Thisgroupincludesneighborhoodresidentsandcommunityorganizations.Largecompaniesusuallycreatedepartmentsandprogramsthatdealwithlocalcommunityissuesandprovidecommunitysupport.

Generalpublic:Acompanyneedstobeconcernedaboutthegeneralpublic'sattitudetowarditsproductsandactivities.Thepublic'simageofthecompanyaffectsitsbuying.

Internalpublics:Thisgroupincludesworkers,managers,volunteers,andtheboardofdirectors.Largecompaniesusenewslettersandothermeanstoinformandmotivatetheirinternalpublics.

Acompanycanpreparemarketingplansforthesemajorpublicsaswellasforitscustomermarkets.

AACSB:Writtenandoralcommunication

Skill:Concept

Objective:LO3.1:Describetheenvironmentalforcesthataffectthecompany'sabilitytoserveitscustomers.

Difficulty:Moderate

39)Themarketingteamof7StarInc.,acompanymanufacturingsmartphones,iscurrentlystudyingthesize,density,location,age,andoccupationofitstargetmarket.Whichofthefollowingenvironmentsisbeingstudiedinthisscenario?

A)demographicenvironment

B)politicalenvironment

C)economicenvironment

D)technologicalenvironment

E)culturalenvironment

Answer:A

AACSB:Applicationofknowledge

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Moderate

40)ThesinglemostimportantdemographictrendintheUnitedStatesisthe________.

A)changingagestructureofthepopulation

B)mobilityoffamilies

C)changingfamilystructureofthepopulation

D)increasingnumberofprofessionaljobs

E)increasingbirthrate

Answer:A

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Easy

41)AmongthegenerationalgroupsinU.Spopulation,the________arestillthewealthiestgenerationinU.S.history.

A)babyboomers

B)GenerationXers

C)Millennials

D)echoboomers

E)SilentGeneration

Answer:A

AACSB:Diverseandmulticulturalworkenvironments

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Easy

42)Whichofthefollowingistrueofthebabyboomers?

A)Theytendtoseethemselvesasfarolderthantheyactuallyare.

B)Theyrepresentarapidlyshrinkingmarketfornewhousingandhomeremodeling.

C)Theyarelongpasttheirpeakearningandspendingyears.

D)Theycontrolanestimated70percentoftheUnitedStates'disposableincome.

E)Theyhaveutterfluencyandcomfortwithdigitaltechnology.

Answer:D

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Moderate

43)WhichofthefollowingistrueofGenXers?

A)Theyareconsiderablylargerthantheboomergeneration.

B)TheywerethefirsttogrowupintheInternetera.

C)Theyarelesseducatedthanthebabyboomers.

D)TheyaremorematerialisticthantheMillennials.

E)Theyrarelyresearchaproductbeforepurchasingit.

Answer:B

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Moderate

44)Whichofthefollowinggenerationsisthemosteducatedtodate?

A)LostGeneration

B)Babyboomers

C)Millennials

D)GenerationX

E)SilentGeneration

Answer:D

AACSB:Diverseandmulticulturalworkenvironments

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Easy

45)MaryAdamsishelpinghercompanydevelopamarketingprogramforanewproductline.Theprogramisdesignedtoappealmosttolessmaterialisticconsumergroupswhoarelikelytoprizeexperience,notacquisition.Themarketingprogramismostlikelydesignedtoappealtowhichofthefollowingdemographicgroups?

A)GenerationX

B)Millennials

C)EchoBoomers

D)SilentGeneration

E)LostGeneration

Answer:A

AACSB:Analyticalthinking

Skill:Application

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Challenging

46)WhichofthefollowingistrueoftheMillennials?

A)Theyarethechildrenofbabyboomersandwerebornbetween1977and2000.

B)Theycontrolanestimated70percentofthedisposableincomeintheU.S.

C)Theyhavereachedtheirpeakearningandspendingyears.

D)TheywerethefirsttogrowupintheInternetera.

E)TheyarelessimmersedintechnologythanGenXers.

Answer:A

AACSB:Analyticalthinking

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Moderate

47)Whichofthefollowinggenerationalgroupsismostcomfortablewithdigitaltechnologyandembracesthattechnology?

A)GenerationX

B)Millennials

C)BabyBoomers

D)SilentGeneration

E)LostGeneration

Answer:B

AACSB:Diverseandmulticulturalworkenvironments

Skill:Concept

Objective:LO3.2:Explainhowchangesinthedemographicandeconomicenvironmentsaffectmarketingdecisions.

Difficulty:Moderate

48)WholesomeSoups,amakeroforganicsoups,isstartinganewmarketingcampaignemphasizing