Cuốn Nguyên lý tiếp thị của Philip Kotler được xem như kinh thánh về ngành marketing tại 58 quốc gia trên thế giới. Thực ra bản dịch Nguyên lý tiếp thị chưa thực sự bao quát được toàn bộ nội dung cuốn sách bởi marketing rộng hơn tiếp thị rất nhiều. Bởi tính toàn diện của mình, sách Nguyên lý tiếp thị đã trở thành giáo trình môn marketing trong rất nhiều trường đại học.
Trang 1Chapter 3 The Marketing Environment
GENERAL CONTENT: Multiple-Choice Questions
1 The most commercially influential demographic group in history is _
3 Which of the following do suppliers not provide marketers within your firm?
a Resources to produce products and services
b Insight into trends and competitors
c Partners in creating and delivering customer value
d The funding for your paychecks
e B and C
(Answer: d; p 67; Moderate)
4 Which of these firms help companies to stock and move goods from their points
of origin to their destination?
a Financial intermediaries
b Physical distribution firms
c Marketing service firms
d Resellers
e Modified rebuyers
(Answer: b; p 67; Easy)
Trang 25 Banks, credit companies, insurance companies, and other businesses that helpfinance transactions or insure against the risks associated with the buying and selling
of goods and services are referred to as _
a financial intermediaries
b physical distribution firms
c marketing service agencies
8 Rachel Patino works for a wholesale company called Distributors Unlimited She
is responsible for buying and selling goods at a profit to small retailers What is hermarket?
Trang 39 A company’s marketing environment includes various _ that consists of anygroup that has an actual or potential interest in, or impact on, an organization’s ability
to achieve its objectives
Trang 414 The three largest age groups in America are the baby boomers, Generation X, and _
c slowing birth rates
d increase in professional jobs
e aging population
(Answer: a; p 70; Moderate)
17 Some baby boomers are referred to as “DINKs.” What does this stand for?
a Dependable income, no-kids couple
b Don’t work, intelligent, no-kicks
c Dual-income, no-kids couple
d Doing it and not knowing
e None of the above
Trang 519 This demographic age group is approaching life with a new stability andreasonableness in the way they live, think, eat, and spend They are _.
Trang 624 Recently you read a marketing research report that mentioned _ has (have)utter fluency and comfort with computer, digital, and Internet technology.
c lifestyle; life stage
d occupation; life stage
e gender; sexual preference
Trang 729 In 1950, women made up 30 percent of the workforce; now they make up _.
Trang 834 The Facts For You research firm has just released a report that one of thesegroups of workers has declined during the last 20 years Which one is it?
d social class awareness
e none of the above
Trang 939 Which members of this group are more likely than the general population to haveprofessional jobs, own a vacation home, own a notebook computer, and ownindividual stocks?
b People born in American
c People with disabilities
d People with foreign-born parents
e None of the above
43 The group of expenses that use up most household income are _
a food, housing, retirement planning
b housing, insurance, taxes
c food, housing, transportation
d housing, taxes, transportation
e food, travel, electronics
(Answer: c; p 79; Moderate)
Trang 1044 Ernst Engel’s laws generally have been supported by recent studies Hediscovered that as family income rises, the percentage spent on _ declines andthe percentage spent on _ remains about constant.
a number of protestors against misuse
b shortages of raw materials
c increases in recycling
d offshore oil exploration
e none of the above
(Answer: b; p 80; Easy)
46 The natural resources that are needed as inputs by marketers or that are affected
by marketing activities are referred to as the _
a raw material market
Trang 1149 Which of the following represents the most dramatic force shaping a marketer’sdestiny?
Trang 1254 As marketing manager for Laser Industries, you should be aware that legislationaffecting business around the world will continue to _.
a businesses from harming each other
b unfair business practices
c unrestrained business behavior
Trang 1359 The recent rash of business scandals and increased concerns about theenvironment have created fresh interest in the issues of _ and _.
a ethics; promotion responsibility
b ethics; social responsibility
c finances; employee discrimination
d management ethics; insider trading
a echo boomers; baby boomers
b Generation Xers; Generation Yers
c baby boomers; Generation Xers
d elderly; gays and lesbians
e none of the above
(Answer: c; p 88; Challenging)
Trang 1464 During the 2000s, baby boomers will be driven by all of the following exceptwhich one of the following?
c Cutting and pasting
d All of the above
e None of the above
Trang 1569 Since September 11, many marketers have taken advantage of increased _ inAmericans.
a religious
b philosophical
Trang 16d natural management perspective
e relationship building perspective
(Answer: b; p 91; Challenging)
True/False
76 Baby boomers comprise the most commercially influential demographic group inhistory
(Answer: True; p 70; Easy)
77 Today’s marketers must be good at building relationships in order to connecteffectively with customers, others in the company, and external partners
(Answer: True; p 65; Challenging)
78 When your marketing manager, Suzie Kwan, discussed factors and forces outsidemarketing that affect marketing management’s ability to build and maintainsuccessful relationships with target customers, you knew that she was talking aboutthe external marketing concept
(Answer: False; p 65; Moderate)
79 Boz Foster, owner of the 21-store chain of Boz Cycles, explained to the storemanagers at a recent sales meeting that marketers, more than any other group in thecompany, must be the trend trackers and opportunity seekers
(Answer: True; p 65; Moderate)
80 The microenvironment consists of larger societal forces that affect themicroenvironment, such as demographic, economic, political, and cultural forces (Answer: False; p 65; Easy)
Trang 1781 The macroenvironment consists of the factors close to the company that affect itsability to service its customers, such as suppliers, customer markets, competitors, andpublics
(Answer: False; p 65; Moderate)
82 Your accounting department must measure revenues and costs to help themarketing department know how well it is achieving its objectives
(Answer: True; p 66; Easy)
83 Trudie Jones works for a firm that is a distribution channel member that helps thecompany find customers or make sales to them Trudie works for a reseller
(Answer: True; p 67; Moderate)
84 Marketing research firms, advertising agencies, media firms, and marketingconsulting firms are referred to as marketing services agencies
(Answer: True; p 67; Easy)
85 As an employee of Bonkers Enterprises, you market wild and crazy games forteens to play at parties You work in the business market
(Answer: False; p 67; Easy)
86 Today’s marketers recognize the importance of working with their intermediaries
as channels through which they sell their products rather than as mere partners
(Answer: False; p 67; Easy)
87 No single competitive marketing strategy is best for all companies
(Answer: True; p 68; Easy)
88 Consumer organizations such as environmental and minority groups may question
a company’s marketing decisions This type of public is called the local public
(Answer: False; p 68; Moderate)
89 The reason the demographic environment is of major interest to marketers isbecause it involves people, and people make up markets
(Answer: True; p 69; Easy)
90 The single most important demographic trend in the United States that marketersshould understand is the changing family structure
(Answer: False; p 70; Moderate)
91 It is important to note that as baby boomers reach their peak earning and spendingyears, they become markets for high-ticket items
Trang 1892 Generation Yers buy a lot of products including cosmetics, cars, fast food,sweaters, boots, electronics, mountain bikes, and computers.
(Answer: False; p 72; Moderate)
93 By the year 2010, the Generation Xers will take over the baby boomers as aprimary market for almost every product category
(Answer: True; p 72; Moderate)
94 Marketers must increasingly consider the special needs of nontraditionalhouseholds because they are now growing more rapidly than traditional households.(Answer: True; p 74; Moderate)
95 Recent shifts in where people live affect where people work
(Answer: True; p 74; Moderate)
96 The American workforce today is better educated and more white collar
(Answer: True; p 76; Easy)
97 Companies in several industries are now waking up to the needs and potential ofthe gay and lesbian segment
(Answer: True; p 77; Easy)
98 The gay and lesbian market represents 54 million people and almost $1 trillion inannual spending power It is larger than African Americans or Hispanics
(Answer: False; p 78; Moderate)
99 Most household income is used up in purchasing food, housing, andtransportation
(Answer: True; p 79; Moderate)
100 The significant trends in the natural environment include shortages of rawmaterials, increased pollution, and decreased government intervention
(Answer: False; p 80; Challenging)
101 Significant reasons for business legislation to be enacted include protecting theinterests of society, protecting consumers, and protecting companies from each other.(Answer: True; p 85; Easy)
102 The difference in the cultural environment between core values and beliefs andsecondary values and beliefs is that the former are more open to change
(Answer: False; pp 87–88; Easy)
103 When firms take aggressive action to affect the publics and forces in theirmarketing environment, they are taking an environmental management perspective
Trang 19104 According to Engel’s laws, consumers tend to spend a smaller percentage ofincome on food as income rises.
(Answer: True; p 80; Moderate)
105 Environmental concerns have been on the decline in the past decade; moregovernment legislation and the green movement may be the cause of this trend (Answer: False; p 81; Moderate)
Essay
106 Who are the major players in a company’s microenvironment?
Within the company, marketing management takes other groups into account such astop management, finance, research and development, purchasing, operations, andaccounting Suppliers form an important link in the company’s overall customervalue-delivery system Marketing intermediaries help the firm to promote, sell, anddistribute its goods to final buyers They include resellers, physical distribution firms,marketing services agencies, and financial intermediaries
(p 66; Moderate)
107 What goes into a company’s macroenvironment?
Studying demography to determine the human population in terms of size, density,location, age, gender, race, occupation, and other statistics in a firm’s market area isessential It is important to note that the most single important demographic trend inthe United States is the changing age structure A firm must be aware of generationaldifferences and the changing American family structure
(p 65; Moderate)
108 Describe important factors in the marketing environment
It consists of the factors and forces outside marketing that affect marketingmanagement’s ability to build and maintain successful relationships with targetcustomers Marketers must be good at customer relationship management and partnerrelationship management to survive in this environment Customers, suppliers,competitors, and various publics must be studied
(p 65; Challenging)
Trang 20109 Differentiate between the basic marketing intermediaries
These groups help the company to promote, sell, and distribute its goods and services
to final buyers Resellers are distribution channel firms that help the company findcustomers or make sales to them Physical distribution firms help the company tostock and move goods from their points of origin to their destinations Marketingservice agencies are the marketing research firms, advertising agencies, media firms,and marketing consulting firms that help the company target and promote its products
to the right markets Financial intermediaries include banks, credit companies,insurance companies, and other businesses that help finance transactions or insureagainst the risks associated with the buying and selling of goods
(p 66; Challenging)
110 Distinguish among the five types of customer markets
Consumer markets consist of individuals and households that buy goods and servicesfor personal use Business markets buy goods and services for further processing orfor use in their production process Reseller markets buy goods and services to resell
at a profit Government markets are made up of government agencies that buy goodsand services to produce public services or transfer the goods and services to otherswho need them International markets consist of these buyers in other countries,including consumers, producers, resellers, and governments
(p 67; Moderate)
111 What can marketers learn from demography?
Marketers can learn much about human populations in terms of size, density, age,location, gender, race, occupation, and other statistics We learn that the worldpopulation is growing at an explosive rate, which means growing human needs tosatisfy The baby boomer market of 78 million people has created the largest singlemarket in U.S history Generation Xers and Generation Yers have different needsand wants and have money to satisfy them We can learn the differences in thegenerations and in the changing American family The mobility and geographic shiftsopen new marketing opportunities for many companies A better-educated and morewhite-collar population in the United States means a shift in emphasis on many goodsand services
(p 69; Easy)
112 What steps is the government taking to regulate the political environment?
Governments develop public policy to guide commerce with sets of laws andregulations that limit business for the good of society as a whole Business legislationhas been enacted for a number of reasons, including to protect companies from eachother, consumers, and the interests of society
(p 84; Moderate)
Trang 21113 Explain the impact of the baby boomers, Generation X, and Generation Y ontoday’s marketing strategies
The baby boomers earn more than half of all personal income; this group enjoysadventure vacations, which provides Harley-Davidson and marketers of watercraft,for example, a huge target market They are attracted to high-priced cars, health andfitness, and other luxuries Generation X members carry a more cautious outlook andcare about the environment and social responsibility; they are less materialistic thanbaby boomers Generation Y members are children of the baby boomers They buydesigner clothes; they are brand conscious and highly computer literate The demands
of these population groups set marketing trends
(p 70; Easy)
114 Explain Engel’s laws
Ernst Engel suggested that the percentage of income spent on food declines as familyincome increases; further, the amount devoted to savings increases Though familyfood consumption remains relatively constant, individuals can and do buy those othertypes of items (or save more of their money) when they can afford to do so Peopletypically do not choose to invest in more food, above the amount already consumed,just because income rises
(p 80; Challenging)
115 Identify major trends in the firm’s natural and technological environments
The natural environment shows three major trends: shortages of certain raw materials,higher pollution levels, and more government intervention in natural resourcemanagements; environmental concerns create marketing opportunities for alertcompanies The technological environment presents four major trends: the fast pace
of technological change, high research and development budgets, the concentration
by companies in minor product improvements, and increased governmentintervention
(pp 80–81; Moderate)
APPLICATION CONTENT: Multiple-Choice Questions
116 Jamie Bestowitcz is researching the factors and forces outside marketing thataffect marketing management’s ability to build and maintain successful relationshipswith target customers What is Jamie researching?
a The marketing environment
b Strategic planning
c Target markets
d The marketing mix