Chapter 03 Analyzing the Marketing Environment

Accessibility: Keyboard NavigationBlooms: Understand Difficulty: Moderate Learning Objective: 03-02 Identify the factors in a firm's macroenvironment and explain how they influence the o

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Multiple Choice Questions

1 Which of the following is the goal of value-based marketing?

D offer greater value to consumers than competitors

Customers are at the heart of all marketing programs and efforts; value-based marketing aims

to provide greater value to consumers than competitors offer

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Learning Objective: 03-01 Outline how the factors in a firm's microenvironment influence its marketing strategy.

Topic: 03-01 A Marketing Environment Analysis Framework

2 Which of the following is NOT a microenvironmental factors?

Customers are not considered as microenvironmental factor

Blooms: Remember

Difficulty: Moderate

Topic: 03-02 Microenvironmental Factors

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3 Walmart effective distribution network is at the heart of its success This describe which factor of a Walmart consumers' microenvironment?

Topic: 03-03 Company Capabilities

4 When firms collect and synthesize information about their position with respect to their rivals, it is called:

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5 A car manufacturing company is keenly monitoring the announced cuts or increases in the rival companies' production volume, sales, and sales incentives It uses this information to plan its own marketing, pricing, and production strategies This is an example of:

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9 Which of the following refers to the visible nuances such as artifacts, behaviour, dress, symbols, physical settings, ceremonies, language differences, colours and tastes, and food preferences?

The visible nuances of a country's culture, such as artifacts, behaviour, dress, symbols,

physical settings, ceremonies, language differences, colours and tastes, and food preferences, are easy to spot But the subtle aspects of culture generally are trickier to identify and

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13 The fact that Canada is a nation with two official languages and that humour is an integral part of its arts scene is an example of:

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Blooms: Understand

Learning Objective: 03-02 Identify the factors in a firm's macroenvironment and explain how they influence the overall marketing strategy Topic: 03-08 Demographics

15 Morgan Inc.'s clothing line has different divisions for children, tweens, and senior

citizens If Morgan bases its production requirements primarily on the age group of its target audience, its market segmentation is most likely to be relying on:

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17 Which of the following refers to a group of people of the same generation who typically have similar purchase behaviours because they have shared experiences and are in the same stage of life?

A group of people of the same generation, generational cohorts, have similar purchase

behaviours because they have shared experiences and are in the same stage of life For

instance, baby boomers, made up of people born between 1946 and 1965, and Gen Xers, people born between 1966 and 1971, both gravitate toward products and services that foster a casual lifestyle; however, they tend to do so for different reasons

Blooms: Remember

Difficulty: Easy

18 Which of the following is true of the generational cohort of tweens?

D Tweens include people aged 9 to 12 years.

Tweens—not quite teenagers but not young children either—sit in between Marketers feel the tween effect in many areas, but particularly in the cellphone market

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Blooms: Remember

Difficulty: Easy

19 Which of the following is true of Generation X?

A They are less likely to believe in advertising claims or what salespeople tell them.

Gen Xers possess considerable spending power because they tend to wait to get married and buy houses later in life However, they are unlikely to enjoy greater prosperity than their parents They're much less interested in shopping than their parents and are far more cynical, which tends to make them astute consumers They demand convenience and tend to be less likely to believe advertising claims or what salespeople tell them

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21 Jack is a 50-year-old resident of Texas He is self-reliant and individualistic While

making decisions about purchasing products, he lays more emphasis on quality than price He shares his characteristics with:

22 Which of the following statements is NOT true of Generation Y?

D They value convenience and tend to be less likely to believe advertising claims.

Generation Y, also called millennials or the "echo boom" generation, represent just over 9 million Canadians, or about 27 percent of the population This group also varies the most in age, ranging from people in their 20s to people in their 40s who have started their own

families

Gen Xers demand convenience and tend to be less likely to believe ad claims

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Difficulty: Difficult

23 Which of the following statements is true of Generation X?

biggest cohort since the original postwar baby boom

the ages of 48 and 66

young children either

E They belong to the generational cohort of people born between 1966 and 1971.

Generation X includes people born between 1966 and 1971 This group represents more than 2.8 million Canadians, or about 8 percent of the Canadian population

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25 Which of the following generational cohorts is also referred to as the first generation of latchkey kids?

Blooms: Remember

Difficulty: Easy

26 Latchkey kids are those children who:

D grew up in homes in which both parents worked.

Unlike their baby boomer parents, Gen X is the first generation of latchkey kids (those who grew up in homes in which both parents worked), and 50 percent of them have divorced parents

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at fast-food restaurants Gen Yers are Internet and technology savvy and love digital

electronics such as cellphones, digital music players, digital cameras, and video games

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28 Megan is 40 years old and heads an advertising firm She grew up in a home in which both parents worked Although Megan possesses considerable spending power, she is much less interested in shopping than her parents and is far more cynical, which tends to make her

an astute consumer Megan takes a long vacation every summer and travels to different parts

of the world She is likely to belong to which cohort?

Blooms: Apply

29 Which of the following statements is true of baby boomers?

B They belong to the generational cohort of people born between 1946 and 1965.

After World War II, the birth rate in Canada rose sharply, resulting in a group known as the baby boomers, who were born between 1946 and 1965 They are the largest cohort of

Canadians, representing 30 percent of the population

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30 Joe is 65 years old He is highly individualistic and invests in health and wellness

products He loves to indulge in products and services that help him maintain his youth Joe belongs to the category of:

Blooms: Apply

31 Which of the following statements is true of seniors?

biggest cohort since the original postwar baby boom

the ages of 48 and 56

C They belong to the generational cohort consisting of people aged 65 and older.

Seniors are over the age of 65 and make up Canada's fastest-growing group Between 2006 and 2011, the number of seniors in Canada grew from 4.3 million to nearly 5 million

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32 Which of the following is a characteristic of people belonging to the baby boomer

generation?

A They are individualistic.

After World War II, the birth rate in Canada rose sharply, resulting in a group known as the baby boomers, who were born between 1946 and 1965 They are individualistic

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shopping, particularly in terms of convenient locations

Generation X demands convenience and tend to be less likely to believe advertising or

salespeople promises WOM ad from people they know work better for this group

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36 Which of the following statements is true of upper-class consumers?

E Their spending patterns are not influenced by economic conditions.

Upper-class consumers are very affluent, and their spending patterns are not influenced by economic conditions

37 Which of the following statements is true of middle-class consumers?

D They tend to be careful about their spending and are often value-conscious.

Middle-class families can afford a good life most of the time They tend to be careful about their spending and are often value conscious

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38 Which of the following statements is true of working-class consumers?

A Their family income is usually between $20,000 and $30,000.

Working-class, or low-income families, earn between $20,000 and $30,000, barely sufficient income to cover their basic needs

39 Which of the following statements is true of the income of Canadians?

D The richest 20 percent of Canadians spend 5 or 6 times more than the poorest 20 percent of

Canadians

property taxes, and tuition bills have risen at a much slower rate than inflation

According to a report by Statistics Canada, the richest 20 percent of Canadians spend 5 or 6 times more in every shopping category than the poorest 20 percent of Canadians

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40 Megan and John have been married for 10 years Megan is the vice-president of a bank, and John is an investment banker They enjoy a combined income of more than $100,000 Megan loves art She buys paintings of renowned painters in auctions all over the world Which of the following categories do they belong to?

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Canadians may be classified into distinct groups based on their income and other factors such

as background, education, and occupation: upper class, middle class, working class (or income earners), and underclass (at or below poverty)

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low-44 Which of the following statements is true of the effect of changing gender roles in society

on marketers?

C Gender neutrality in the positioning of products

The shift in gender roles, attitude, and behaviour affects the way many firms design and promote their products and services For example, more firms are careful about gender neutrality in positioning their products and, furthermore, attempt to transcend gender

boundaries whenever they can

45 Which of the following holds true for ethnic groups who have migrated to Canada?

clothing, and home furnishings

B South Asian and Chinese immigrants are typically young, educated, and wealthy.

The two fastest-growing groups are the Chinese (from Hong Kong, mainland China, and Taiwan) and South Asians (from India, Pakistan, Sri Lanka, and Bangladesh) The groups of South Asians and Chinese are typically young, educated, and wealthy

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46 The two fastest-growing ethnic groups who have migrated to Canada are the:

D Chinese and the South Asians.

The two fastest-growing groups are the Chinese (from Hong Kong, mainland China, and Taiwan) and South Asians (from India, Pakistan, Sri Lanka, and Bangladesh) The groups of South Asians and Chinese are typically young, educated, and wealthy

C the importance that marketers are giving to changing gender roles.

The days of commercials that show Mom alone with the kids are over To reflect changing family roles, commercials for most children's gear now include Dad interacting with the kids and being involved in purchase decisions

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48 Bill is part of a program that collects biodegradable material from domestic wastes This material is collected by the municipality and used to make compost for gardening Which of the following program best describes Bill's activity?

introduced

Blooms: Apply

Learning Objective: 03-03 Identify important social and natural trends that impact marketing decisions.

Topic: 03-12 Social and Natural Trends

49 A hotel introduces eco-rooms that have energy-efficient mini-bars, organic bed linen, and napkins made of recycled papers They also advertise that their rooms are fitted with CFLs or LEDs to conserve energy This is an example of:

Green marketing involves a strategic effort by firms to supply customers with

environmentally friendly merchandise Although this "green" trend is not new, it is growing

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Blooms: Apply

50 The strategic effort made by firms to supply customers with environmentally friendly merchandise is called:

Green marketing involves a strategic effort by firms to supply customers with

environmentally friendly merchandise Although this "green" trend is not new, it is growing

Blooms: Remember

Difficulty: Easy

51 Which of the following programs encourages consumers to recycle their food and yard waste to make compost for gardening?

introduced

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52 PlusLight, a torch manufacturing company, releases high-intensity torches at incredibly low prices Within a year, it achieves market monopoly by driving away most of its

competitors from business Which of the following practices did PlusLight engage in?

A Predatory pricing

Pricing that is intended to drive competitors out of the market or keep competitors from entering the market, usually low prices, is termed predatory pricing The Competition Act has laws to keep predatory pricing in check

B The attention of multitasking consumers is divided.

Many consumers attempt to cope with their lack of leisure time by multitasking: watching TV

or listening to music while talking on the telephone or doing homework Their divided

attention means they simply cannot focus as well on the advertisements that appear in those media

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54 Which of the following is used by retail firms to track an item from the moment it is manufactured, through the distribution system, to the retail store, and into the hands of the final consumer?

technologies does it use to track passenger bags?

B Radio frequency identification device

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56 The persistent increase in the prices of goods and services is called:

Blooms: Remember

Difficulty: Easy

Learning Objective: 03-02 Identify the factors in a firm's macroenvironment and explain how they influence the overall marketing strategy Topic: 03-10 Economic Situation

57 When the value of the Canadian dollar increases by 20 percent against the major

currencies in the previous quarter and drops by around 30 percent in the current quarter, it is referred to as:

B foreign currency fluctuation.

Foreign currency fluctuations refer to the changes in the value of a country's currency relative

to the currency of another country Foreign currency fluctuations can influence consumer spending

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Blooms: Apply

58 In Germany, in 1923, prices doubled every two days, and workers were paid twice a day

so they could buy food and goods before prices rose again The new payment system was in response to the:

C inflation.

Inflation refers to the persistent increase in the prices of goods and services Increasing prices cause the purchasing power of the dollar to decline; in other words, a dollar buys less than it used to

Foreign currency fluctuations refer to the changes in the value of a country's currency relative

to the currency of another country Foreign currency fluctuations can influence consumer spending For instance, on January 21, 2007, C$1.00 was worth US$0.6179, the lowest exchange rate ever between these two currencies In less than four months, the value of the Canadian dollar relative to the U.S dollar increased to $0.907169—a 32 percent increase—and by September the Canadian dollar increased to $1.10

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60 A period of economic downturn when the economic growth of a country is negative for at least a couple of consecutive quarters is called:

D recession.

Recession is a period of economic downturn when the economic growth of the country is negative for at least two consecutive quarters In a recession, the stock market declines sharply, unemployment increases, business and consumer confidence falls, and spending by both businesses and consumers is severely reduced

Difficulty: Easy

61 Which of the following situations arises during a recession?

B An increase in the rate of unemployment

Recession is a period of economic downturn when the economic growth of the country is negative for at least two consecutive quarters In a recession, the stock market declines sharply, unemployment increases, business and consumer confidence falls, and spending by both businesses and consumers is severely reduced

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62 Which of the following is an impact of government regulations on marketers?

D It increases the cost of compliance.

Regulation may help to create a level playing field for competition and set standards for marketers to follow In other cases, regulation tends to increase the cost of compliance; compliance usually requires more paperwork, time, effort, and money and may cause delays when government approval is needed

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64 A situation in which sellers collude to set prices in response to quotations for products is called:

A situation in which sellers collude to set prices in response to bids or quotations for products

is called bid rigging

A situation in which incentives are offered to consumers to provide the names of other

potential consumers is called referral selling

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A situation in which sellers collude to set prices in response to bids or quotations for products

is called bid rigging

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