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Exam 7: The Marketing Environment

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Question 1

Multiple Choice

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

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

F) A) and D)
G) A) and C)

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Question 2

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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.

A) True
B) False

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Question 3

Multiple Choice

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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 growth of social media use has resulted in:

The external environment:

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.

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?

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?

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.

Describe some basic characteristics of the African American market.

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

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

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:

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

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.

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

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.

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

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

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