Marketing 13th Edition by Roger Kerin – Test Bank
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Sample Test
Chapter 03
Scanning the Marketing Environment
Multiple Choice Questions
1. |
Facebook has approximately
what fraction of the world’s population as customers?
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2. |
All of the following
statements about the environmental forces that have influenced Facebook are
true except
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3. |
Environmental scanning
refers to
|
4. |
The process of continually
acquiring information on events occurring outside the organization to
identify and interpret potential trends is referred to as
|
5. |
Environmental trends arise
from all of the following forces except
|
6. |
The purpose of
environmental scanning is to
|
7. |
Which of the following
statements regarding environmental scanning is the most accurate?
|
8. |
A firm conducting an environmental
scan of the marketplace might uncover key __________ such as the growing
popularity of video bloggers and the increasing mobility and connectivity of
consumers.
|
9. |
Starbucks entered a
partnership with Keurig Green Mountain to sell K-Cup single-serving coffee
packs. Because Starbucks __________, it was prepared for this shift in its
marketing environment.
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10. |
As the director of
marketing for a local hospital that specializes in caring for limited
mobility patients and related health issues, you must conduct an environmental
scan to help create a five-year marketing plan for the hospital. Which of the
following environmental trends should you consider to be the most important?
|
11. |
A high-fashion boutique
sells top-of-the-line women’s clothing and accessories. The keys to its
success include knowing customers’ changing tastes and providing something
different than other retailers. In addition, because of the high value of the
merchandise, the boutique’s management is investing in the use of
computerized inventory controls and sales order processing. The least important
environmental force to the boutique at this time is likely to be
|
12. |
Local newspaper readership
has declined significantly in recent years. Not only are traditional newspapers
losing subscribers, they are also losing advertisers. To combat these trends,
many newspaper publishers now offer online versions of their printed
newspapers. This is most likely a response to which environmental force?
|
13. |
A growing trend to “Buy
American” may encourage U.S. automakers to increase political pressure on Washington
to pass legislation for more restrictive quotas on Japanese car imports. In
addition, a decline in the value of the U.S. dollar would be instrumental in
Toyota’s decision to build a manufacturing plant in the United States instead
of continuing to export cars from Japan. If Toyota builds the plant, its
decision would reflect
|
14. |
Many large consulting firms
are beginning to sponsor “women-only” networking events. The purpose of these
events is to offer an opportunity for women in management to network with
other businesswomen, either as clients, mentors, or protégés. This is an example
of which environmental force?
|
15. |
A proposed law in New
Jersey would ban the use of tanning beds by anyone under the age of 18. This
restriction would be an example of which environmental force?
|
16. |
Using smartphones, one can
watch the news, shoot videos, browse the Internet, take pictures, and listen
to music. Improved features are added with each smartphone introduced by
Apple, Samsung, LG, and others. As a result, customers often want to replace
their existing smartphones with new models or brands every two years when
their contracts expire. This increase in demand is due mostly to changes in
__________, an environmental force.
|
17. |
Pending federal legislation
will require all online retailers to collect state sales taxes from
customers. This would affect online sellers such as Virtual Vineyards, which
now collects state sales taxes only from customers who reside in California,
its home state. This pending legislation would be an example of which
environmental force?
|
18. |
The set of environmental
forces that consists of the demographic characteristics of the population and
its culture is referred to as
|
19. |
The demographic
characteristics of the population and its culture are referred to as
|
20. |
The social forces in the
environment include the __________ of the population and its culture.
|
21. |
The social forces of the
environment include the demographic characteristics of the population and its
|
22. |
With a proper environmental
scan, changes in the demographic characteristics of the population and its
values can have a dramatic impact on
|
23. |
Which of the following
statements regarding social forces is most accurate?
|
24. |
Which of the following
would be identified as a social force in an environmental scan?
|
25. |
Generation X consumers
indicate they want online customer support; websites that are comprehensive,
professional, and interactive; and advertising that is authentic,
family-oriented, and unique. Generation X is also replacing baby boomers as
the largest segment of business travelers. In response, American Airlines is
offering travelers in-flight Wi-Fi, entertainment on demand, and personal
power ports. This is an example of how __________ forces impact the marketing
environment.
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26. |
An important social trend
is the continued concern for health and well-being in the United States. This
is most likely evidenced by
|
27. |
Publishers were surprised
by the dramatic success of the book FiftyShadesofGrey and
believe that it will likely generate a fresh cycle of female-targeted
romances packaged for the mainstream reader. This is an example of __________
force impacting the marketing environment.
|
28. |
Demographics refer to
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29. |
The description of a
population according to selected characteristics such as age, gender,
ethnicity, income, and occupation is referred to as
|
30. |
Demographic characteristics
that describe a population include all of the following except
|
31. |
More is a publication designed to appeal to women aged 40 and
over. Demand for such magazines is an example of how changing __________
characteristics impact the marketing environment.
|
32. |
The most recent estimate
indicates that the population of the world today is about
|
33. |
By 2050, the world’s
population is expected to be
|
34. |
The change in the growth of
the world’s population is called the
|
35. |
The population explosion
has occurred
|
36. |
Projections show that the
population is
|
37. |
The country expected to
have the largest population in 2050 is
|
38. |
Which of the following
demographic trends has significant implications to global marketers?
|
39. |
Studies of the __________
characteristics of the U.S. population suggest that it is becoming larger,
older, and more diverse.
|
40. |
Generally, the U.S.
population is becoming
|
41. |
By 2030, the U.S.
population is expected to exceed
|
42. |
All of the following
factors contribute significantly to the rate of change of a country’s
population except
|
43. |
The generation of children
born between 1946 and 1964 is referred to as
|
44. |
Baby boomers can be defined
as the generation born
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45. |
Which of the following
currently affects baby boomers, and thus those that market to them, in a
significant way?
|
46. |
Prudential, a financial
planning firm, offers retirement plans and wealth management advice. These
products are most likely targeted toward which generational cohort?
|
47. |
Olay, a cosmetics firm,
offers anti-aging and restoration products targeted toward
|
48. |
Ads appealing to interests
such as retirement housing and financial planning are targeted at which
generational cohort?
|
49. |
Generation X is defined as
the generation of children born
|
50. |
Generation X is the label
often given to
|
51. |
The 50 million people of
the population born between 1965 and 1976, also called the baby bust, refers
to
|
52. |
The 50 million people born
between 1965 and 1976, also called the __________, refers to Generation X.
|
53. |
The generational cohort
known as __________ was born during the baby bust era when the number of
children born each year was declining.
|
54. |
The name given to the
generational cohort who are described as self-reliant, supportive of racial
and ethnic diversity, and better educated than previous generations is
|
55. |
Generation X consumers are
|
56. |
Generation X
|
57. |
In terms of business travel,
for which generational cohort are ads regarding in-flight Wi-Fi and on-demand
entertainment most likely trying to reach?
|
58. |
Americans born between 1977
and 1994 are referred to as
|
59. |
Generation Y is defined as
the generation of children born
|
60. |
Generation Y is sometimes
referred to as
|
61. |
The generation of children
born between 1977 and 1994 is sometimes referred to as
|
62. |
Members of Generation Y are
most likely to influence
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63. |
When compared to Generation
X, members of Generation Y are most likely to influence
|
64. |
Which generational cohort
is an ad for a distinctive, memorable, and personal experience such as shark
diving in Cape Town most likely trying to reach?
|
65. |
The Sierra Club is the
oldest continuously operating environmental organization. By 2001, its growth
had plateaued. To rekindle interest in the organization, its members elected
a new 23-year-old president who promised to use MTV artists to create public
service announcements about the organization targeting his generational
cohort, who are members of
|
66. |
Members of Generation Y,
also known as __________, are interested in sustainability including
sustainable campus communities.
|
67. |
Younger members of
Generation Y are idealistic and eager to get started as a force for good. One
way they hope to achieve their goal is through
|
68. |
For millennials, “positive
business” involvement means
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69. |
All of the following
statements are true except
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70. |
A blended family is
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71. |
In 2015, which racial or
ethnic group had the greatest economic impact in the United States in terms
of its buying power?
|
72. |
Combinations of the
marketing mix that reflect the unique attitudes, ancestry, communication
preferences, and lifestyles of different races are referred to as __________
marketing programs.
|
73. |
Multicultural marketing
refers to combinations of the marketing mix that reflect the unique
attitudes, ancestry, communication preferences, and lifestyles of different
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74. |
AdvertisingAge’s Multicultural Agency of the Year, Alma creates advertising
by “focusing the work on a deeper cultural knowledge, elevating the work
beyond the clichés.” For its clients, including Kraft and Revlon, Alma
creates ads that are a part of programs incorporating
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75. |
The set of values, ideas,
and attitudes that are learned and shared among the members of a group is
referred to as
|
76. |
Culture refers to the
|
77. |
Culture is a component of
what type of environmental force that must be scanned to assess its impact on
the organization’s marketing environment?
|
78. |
Which one of the following
is a value that would be commonly held in the United States today?
|
79. |
All of the following are
commonly held values in the United States except
|
80. |
Which of the following is a
commonly held value in the United States?
|
81. |
Two increasingly important
values for consumers around the world are
|
82. |
Consumers are buying hybrid
gas-electric automobiles such as the Toyota Prius. This is an example of
which increasingly common cultural value?
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