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.
Chapter The Marketing Environment GENERAL CONTENT: Multiple-Choice Questions The most commercially influential demographic group in history is _ a Generation X b baby boomers c Generation Y d seniors e infants (Answer: b; p 70; Easy) All of the groups within a company are called the _ a culture b diversity c internal environment d climate e range (Answer: c; p 66; Moderate) Which of the following 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) 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) 65 Banks, credit companies, insurance companies, and other businesses that help finance 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 d resellers e wholesalers (Answer: a; p 67; Moderate) Percy Original caters to a market of individuals and households that buys goods and services for personal consumption What we call this market? a Business b Reseller c Government d Consumer e Marketing intermediary (Answer: d; p 67; Easy) What is the name of the market that buys goods and services for further processing or for use in the production process? a Business b Reseller c Wholesale d Consumer e Retail (Answer: a; p 67; Easy) 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 her market? a Business b Reseller c Wholesale d Consumer e Retail (Answer: b; p 67; Moderate) 66 A company’s marketing environment includes various _ that consists of any group that has an actual or potential interest in, or impact on, an organization’s ability to achieve its objectives a teams b audiences c markets d publics e intermediaries (Answer: d; p 68; Moderate) 10 This type of public is a radio station that carries news, features, and editorial opinions about your area What is it? a Financial b Media c Citizen-action d Local e Regional (Answer: b; p 68; Easy) 11 A consumer organization, environmental group, or minority group have challenged your firm’s stand on a local issue This is the _ public a general b local c government d citizen-action e media (Answer: d; p 68; Challenging) 12 Your marketing environment is currently researching the size, density, location, age, and occupations of your target market What is this environment? a Demographic b Psychographic c VALS d Geographic e Product use (Answer: a; p 69; Moderate) 13 Statisticians have projected the world’s population to reach _ billion by the year 2030 a 6.5 b 6.9 c 7.5 d 7.9 e 8.1 (Answer: e; p 69; Easy) 67 14 The three largest age groups in America are the baby boomers, Generation X, and _ a seniors b Generation Y c teens d toddlers e infants (Answer: b; p 70; Moderate) 15 You distribute coupons to every person in America Sooner or later, you will reach all _ million people in this country a 267 b 277 c 287 d 296 e 297 (Answer: d; p 70; Easy) 16 Research has shown that the most important demographic trend in the United States is the _ a changing age structure of the population b mobility of people 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 (Answer: c; p 70; Easy) 18 Baby boomers were born between the years 1946 and _ a 1954 b 1960 c 1964 d 1970 e 1980 (Answer: c; p 70; Easy) 68 19 This demographic age group is approaching life with a new stability and reasonableness in the way they live, think, eat, and spend They are _ a Generation X b Generation Y c baby busters d baby boomers e teenagers (Answer: d; p 71; Easy) 20 Which group includes urban professionals that likely prefer an apartment to a house in the suburbs? a Generation X b Generation Y c Baby boomers d Baby busters e All of the above (Answer: a; pp 71–72; Easy) 21 This group shares new cultural concerns, cares about the environment, and responds favorably to socially responsible companies Who are they? a Generation X b Generation Y c Generation Z d Baby boomers e Teenagers (Answer: a; p 71; Challenging) 22 Who are the echo boomers? a Generation X b Generation Y c Generation Z d Baby boomers e Baby busters (Answer: b; p 72; Moderate) 23 This group has created large kid and teen markets Who are they? a Generation X b Generation Y c Generation Z d Baby boomers e The Elderly (Answer: b; p 72; Easy) 69 24 Recently you read a marketing research report that mentioned _ has (have) utter fluency and comfort with computer, digital, and Internet technology a Generation X b Generation Y c the elderly d preschool children e baby boomers (Answer: b; p 72; Moderate) 25 Defining people by their birth date may be less effective than segmenting them by their _ or _ a income; occupation b lifestyle; occupation c lifestyle; life stage d occupation; life stage e gender; sexual preference (Answer: c; p 74; Challenging) 26 It is interesting to note that about _ percent of American households contain married couples with children a 24 b 28 c 32 d 34 e 41 (Answer: d; p 75; Moderate) 27 The three groups of baby boomers include leading, _, and trailing a core b general c secondary d central e primary (Answer: a; p 74; Moderate) 28 _ households are now growing faster than _ households a Traditional; nontraditional b Large; traditional c Nontraditional; smaller d Nontraditional; traditional e Male-dominant; female-dominant (Answer: d; p 74; Moderate) 70 29 In 1950, women made up 30 percent of the workforce; now they make up _ a 35 percent b 40 percent c 43 percent d 46 percent e 60 percent (Answer: e; p 74; Moderate) 30 Americans are very mobile Over the past two decades, the U.S population has shifted toward the _ states a Midwest b Western c Sunbelt d Southeastern e New England (Answer: c; p 75; Easy) 31 Within given regions, the population is moving from large cities to a farming communities b rural areas c foreign countries d suburbs e coastal towns (Answer: d; p 75; Moderate) 32 Nearly 40 million Americans are working out of their homes with electronic conveniences They are called the _ market a telecommuters b SOHO c mobile d work-at-home e lazy (Answer: b; p 75; Challenging) 33 Population shifts interest marketers because people in different regions _ differently a eat b think c buy d act e all of the above (Answer: c; p 75; Easy) 71 34 The Facts For You research firm has just released a report that one of these groups of workers has declined during the last 20 years Which one is it? a White collar b Blue collar c Service d Unemployed e Restaurant employees (Answer: b; p 76; Moderate) 35 Marketers need to know that almost everyone in this country is a native Which country is it? a China b Bolivia c Japan d Korea e The United States (Answer: c; p 76; Easy) 36 Because of increased _, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services a income b family size c education d social class awareness e none of the above (Answer: c; p 76; Easy) 37 It is important for marketers to know that the _ population growth is 12 times greater than the Caucasian growth rate a Hispanic b minority c Asian d African American e Pacific Islander (Answer: b; p 77; Challenging) 38 Most large companies know they must now target specially designed _ and _ to ethnic groups in the United States a advertising; services b services; promotions c products; promotions d services; labeling e TV commercials; newspaper ads (Answer: c; p 77; Moderate) 72 39 Which members of this group are more likely than the general population to have professional jobs, own a vacation home, own a notebook computer, and own individual stocks? a Yuppies b Gays and lesbians c Baby boomers d Echo boomers e Environmentalists (Answer: b; p 77; Challenging) 40 This group of Americans totals 54 million Who are they? a Baby boomers b People born in American c People with disabilities d People with foreign-born parents e None of the above (Answer: c; p 78; Moderate) 41 The _ environment consists of factors that affect consumer purchasing power and spending patterns a social-cultural b political-legal c technological d economic e natural (Answer: d; p 79; Easy) 42 Marketers would well to take heed of the fact that this group is somewhat careful about its spending but can still afford the good life some of the time Who are they? a Lower class b Lower-middle class c Middle class d Upper class e Lower-upper class (Answer: c; pp 78–79; Easy) 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) 73 44 Ernst Engel’s laws generally have been supported by recent studies He discovered that as family income rises, the percentage spent on _ declines and the percentage spent on _ remains about constant a food; clothing b clothing; recreation/entertainment c food; transportation d food; housing e recreation/entertainment; retirement planning (Answer: d; p 80; Challenging) 45 One of the major concerns for marketers about the natural environment is the _ 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 b natural environment c endangered environment d green movement e factors of production (Answer: b; p 80; Easy) 47 As a marketer of pesticides, you should be concerned about all of the following natural environment trends mentioned in your text except _ a shortages of raw materials b increased pollution c increased government intervention d government subsidies e increased acid rain (Answer: d; p 81; Challenging) 48 What movement has spawned the marketer’s awareness of environmentally sustainable strategies? a EPA b Black market c Green movement d Deregulation e Green intervention (Answer: c; p 81; Moderate) 74 81 The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics (Answer: False; p 65; Moderate) 82 Your accounting department must measure revenues and costs to help the marketing 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 the company 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 marketing consulting 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 for teens 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 is because 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 marketers should 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 spending years, they become markets for high-ticket items (Answer: True; p 70; Easy) 81 92 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 a primary market for almost every product category (Answer: True; p 72; Moderate) 94 Marketers must increasingly consider the special needs of nontraditional households 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 of the gay and lesbian segment (Answer: True; p 77; Easy) 98 The gay and lesbian market represents 54 million people and almost $1 trillion in annual 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, and transportation (Answer: True; p 79; Moderate) 100 The significant trends in the natural environment include shortages of raw materials, increased pollution, and decreased government intervention (Answer: False; p 80; Challenging) 101 Significant reasons for business legislation to be enacted include protecting the interests 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 and secondary 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 their marketing environment, they are taking an environmental management perspective (Answer: True; p 91; Moderate) 82 104 According to Engel’s laws, consumers tend to spend a smaller percentage of income on food as income rises (Answer: True; p 80; Moderate) 105 Environmental concerns have been on the decline in the past decade; more government 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 as top management, finance, research and development, purchasing, operations, and accounting Suppliers form an important link in the company’s overall customer value-delivery system Marketing intermediaries help the firm to promote, sell, and distribute 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 is essential It is important to note that the most single important demographic trend in the United States is the changing age structure A firm must be aware of generational differences 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 marketing management’s ability to build and maintain successful relationships with target customers Marketers must be good at customer relationship management and partner relationship management to survive in this environment Customers, suppliers, competitors, and various publics must be studied (p 65; Challenging) 83 109 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 find customers or make sales to them Physical distribution firms help the company to stock and move goods from their points of origin to their destinations Marketing service 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 insure against 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 services for personal use Business markets buy goods and services for further processing or for 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 goods and services to produce public services or transfer the goods and services to others who 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 world population is growing at an explosive rate, which means growing human needs to satisfy The baby boomer market of 78 million people has created the largest single market in U.S history Generation Xers and Generation Yers have different needs and wants and have money to satisfy them We can learn the differences in the generations and in the changing American family The mobility and geographic shifts open new marketing opportunities for many companies A better-educated and more whitecollar population in the United States means a shift in emphasis on many goods and 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 and regulations that limit business for the good of society as a whole Business legislation has been enacted for a number of reasons, including to protect companies from each other, consumers, and the interests of society (p 84; Moderate) 84 113 Explain the impact of the baby boomers, Generation X, and Generation Y on today’s marketing strategies The baby boomers earn more than half of all personal income; this group enjoys adventure vacations, which provides Harley-Davidson and marketers of watercraft, for example, a huge target market They are attracted to high-priced cars, health and fitness, and other luxuries Generation X members carry a more cautious outlook and care about the environment and social responsibility; they are less materialistic than baby boomers Generation Y members are children of the baby boomers They buy designer 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 family income increases; further, the amount devoted to savings increases Though family food consumption remains relatively constant, individuals can and buy those other types of items (or save more of their money) when they can afford to so People typically 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 resource managements; environmental concerns create marketing opportunities for alert companies 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 government intervention (pp 80–81; Moderate) APPLICATION CONTENT: Multiple-Choice Questions 116 Jamie Bestowitcz is researching the factors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers What is Jamie researching? a The marketing environment b Strategic planning c Target markets d The marketing mix e None of the above (Answer: a; p 65; Moderate) 85 117 You are directed to study the factors that are close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics What are you studying? a The macroenvironment b The microenvironment c The marketing environment d The green movement e The global environment (Answer: b; p 65; Moderate) 118 You are directed to study the factors that are larger societal forces that affect your company—demographic, economic, natural, technological, political, and cultural What are you studying? a The macroenvironment b The microenvironment c The marketing environment d The marketing mix e The global environment Answer: a; p 65; Easy) 119 LandPort Transportation and Omega Warehousing help distribute the goods your company sells The two businesses are examples of _ a resellers b marketing services agencies c marketing intermediaries d physical distribution firms e geographic segments (Answer: c; p 67; Challenging) 120 Currently, you are employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets For whom are you employed? a A financial intermediary b A physical distribution firm c A marketing service agency d A reseller e A green marketer (Answer: c; p 67; Moderate) 86 121 Your company is making negotiations to enter basic markets in Lower Albania You have discovered that _ beliefs and values are more open to change in this country than in the United States a simple b secondary c primary d core e none of the above (Answer: b; pp 87–88; Easy) 122 Assume that you are a manager at a firm that takes an environmental management perspective You will hire _ to influence legislation affecting their industries to their advantage a mediators b green marketers c lobbyists d negotiators e politicians (Answer: c; p 91; Easy) 123 If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in _ in the coming years a university enrollment b beer and wine c the need for healthcare d the apparel industry e the automobile industry (Answer: c; p 70; Moderate) 124 In considering the changing American family, which of the following will marketers consider to be the most important? a Not all families include husband, wife, and children b Baby boomers are hitting retirement age c More people are divorcing d A and C e All of the above (Answer: d; p 74; Moderate) 125 If more and more Americans are moving to “micropolitan areas,” marketers could assume that _ a geographic segmentation may be less critical b geographic segmentation may play a larger role in marketers’ strategies c micro areas may offer the same advantages as metro areas d congested areas may be clearing out as a result e all of the above (Answer: e; p 75; Challenging) 87 126 With an expected increase in the ethnic populations, marketers may place a greater emphasis on _ a geographic segmentation b differing advertising messages c mass marketing d demographic segmentation e B and D (Answer: e; p 77; Challenging) 127 The green movement will likely spark the least interest in _ a recycling programs b environmentally sustainable strategies c social responsibility d Internet usage e biodegradability (Answer: d; p 81; Easy) 128 Yankelovich’s Monitor has identified the “duty and fun” consumers Which of the following will these consumers most likely do? a Refuse to have children b Cut up their credit cards c Buy with coupons now but still pay with a high-interest credit card d Hire a repair person rather than fix the leaky faucet themselves e Raise dogs rather than cats (Answer: c; pp 87–88; Challenging) 129 The shift from a “me society” to a “we society” will likely see the greatest increases in demand for _ a soft drinks and shampoo b health clubs and cruises c handheld games and flat-soled shoes d recycling and electric lawn mowers e investing and brokerage services (Answer: b; p 88; Moderate) 130 In what way(s) might the Florida Citrus Growers rely on marketing intermediaries? a To provide speed in delivery to consumers b To package the fruit c To assist with promotional efforts d To perform in the overall value delivery system e All of the above (Answer: e; p 66; Easy) 88 131 Baby boomers are more likely to _; whereas, Generation Xers are likely to a eat at Burger King; eat at McDonald’s b age gracefully; purchase anti-aging creams c look for excuses to not work; work two jobs d live in a house in the suburbs; live in an apartment e have a more cautious economic outlook; maintain materialistic values (Answer: d; p 71; Easy) 132 Changes in the macroenvironment abound Change in the _ environment is most likely to create new markets and opportunities because this is the most dramatic force shaping our destiny a technological b natural c economic d cultural e political (Answer: a; pp 81–82; Easy) 133 As indicated in the chapter opener, change in the _ environment has impacted the marketing strategy at McDonald’s the most a technological b natural c economic d cultural e political (Answer: d; p 87; Easy) 134 _ may impact product demand at McDonald’s more than _ a Recognizing people with disabilities; recognizing an increasing Asian market b Geographic shifts in population; the increasing gay and lesbian market c The green movement; cause-related marketing d Changing lifestyles; geographic shifts in population e An increased white-collar population; a better educated population (Answer: d; p 75; Challenging) 135 If core beliefs and values have a high degree of persistence, which of the following may be true? a People in a society may hold the same values b Core beliefs and values may be difficult to change c One culture may use core beliefs and values upon which to generalize about another culture d A and C e A, B, and C (Answer: e; pp 87–88; Challenging) 89 Short Answer 136 If there is one overall lesson to be learned in the opening McDonald’s scenario, what would it be? As consumers’ needs change, marketers must change with them (p 64; Moderate) 137 How have large retailers, such as Wal-Mart, changed the dynamics behind partnering with resellers? More and more large retailers have tremendous bargaining power with suppliers; the “giants” often set their own terms and can shut the manufacturer out of large markets (p 67; Moderate) 138 As the baby boomers move through life, how have their demands for certain products and services changed? One example is the move from needing daycare facilities in the 1970s and early 1980s to needing more healthcare options in the 1990s and beyond (p 70; Easy) 139 Why might marketers want to target segments based on their lifestyles rather than on their age groups? Too much might be assumed about people in the same age group Grouping people by lifestyle may eliminate some of the inaccurate assumptions made regarding age; lifestyle characteristics may be easier to identify (p 76; Challenging) 140 In studying the geographic shifts in population, give two examples of products for which demand will likely change with a shift in population from metropolitan to rural areas Increased usage of lawn mowers and automobiles, for example, would likely result (p 75; Easy) 141 One purpose of government regulation is to protect consumers from unfair business practices List two areas in which this may occur Some firms, if left alone, may produce shoddy products, mislead consumers in their advertising, or deceive consumers through packaging and pricing (p 85; Moderate) 90 142 How might a marketer act in a socially responsible way toward the general public? Marketers may work to make products safer, to protect the environment with biodegradable packaging, and to support social organizations through cause-related marketing (p 85; Easy) 143 Why might Generation Yers be considered to be more cautious than either baby boomers or Generation Xers? Generation Y members grew up among more single-parent households and in a time of corporate downsizing, for example; these factors have impacted their overall outlook (p 72; Moderate) 144 Give two characteristics of the American family that depict its “nontraditional” nature More adults of one or both sexes “live together” ; working women are making up a larger portion of the workforce; the percentage of married couples with children is falling; and more stay-at-home dads can be found (p 74; Easy) 145 Increasing diversity characterizes the American marketplace What parts of the marketing mix might this impact the most? Increased diversity is likely to impact any of the four Ps as marketers build their marketing mixes (p 76; Easy) 146 Describe the consumer segments based on income distribution in the United States Upper-class consumers’ spending patterns are not affected by economic shifts; the rich have grown richer in the past 30 years in the United States The middle class, which has shrunk, is careful about spending but can sometimes still afford the “good life.” Working-class consumers must stick to the basics; the underclass must count their pennies (p 79; Challenging) 147 Briefly explain the following statement: “The distribution of income has created a two-tiered market.” Many markets target the affluent and the less affluent at the same time; the same product might be made differently for both groups, for example (p 80; Easy) 91 148 What is meant by the “green movement”? The green movement includes companies’ efforts beyond government regulation in developing environmentally sustainable strategies, including recycling, biodegradability, pollution control, and energy efficiency (p 81; Easy) 149 What comprises the political environment? The political environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society (p 84; Easy) 150 Explain the controversy surrounding cause-related marketing Companies using cause-related marketing may be perceived as trying to merely increase sales or improve their images if their connection to the cause is not accurately explained or understood (p 86; Moderate) 151 What is the difference between a core belief and a secondary belief? A core belief is a stronger, overall belief; an example might be a strong work ethic A secondary belief is more open to change; an example might be one’s idea that a strong work ethic can be maintained even if working only part-time (pp 87–88; Moderate) 152 What types of companies may be most likely to utilize marketing intermediaries? Such companies may be those relying on help with promotion, speed of delivery, storage space, local customer service, or product installation (p 66; Easy) 153 How might geographic shifts in population impact marketers? People in different regions buy differently If tastes and preferences are taken with consumers as they disperse geographically, predicting specific consumption patterns in certain geographic areas may become difficult over time (p 75; Easy) 92 154 In targeting the gay and lesbian market, what part of the marketing mix will likely be impacted the most? Promotion will be impacted the most as marketers work to reach their specific targets Characteristics of products, levels of price, and placement will likely not matter as much (pp 77–78; Moderate) 155 How might a marketer act in a socially responsible way toward customers? Marketers can work to guarantee fair prices, honest advertising, and product safety, while making efforts to preserve the natural environment (p 85; Easy) Scenario Casey Brickly opened The Landing on the north shore of Witmer Lake in 1962 With a sandwich counter on one side and a bait shop and grocery on the other, The Landing was an immediate hit with weekend lake visitors and local residents alike In the summer, boaters parked at the piers and bought all their lake needs—rods and reels, bait, fishing licenses, snacks, soft drinks—at The Landing Even during the winter months, snowmobilers and ice fishermen were lured to The Landing for a snack and hot coffee or hot chocolate As time passed, the business changed and grew tremendously What was formerly a weekend tourist area gradually became a year-round residential area Many of the houses, which were built as cottages in the 1950s and 1960s, were being remodeled into year-round homes By the end of the 1970s, the days of small motor boats and 10 mileper-hour speed limits were gone; skiing and fast speed boats became all the rage And The Landing continued to attract flocks of patrons In the 1980s, however, Casey started to realize that the grocery area in The Landing could not compete with larger local retailers He eventually enlarged the sandwich counter, transforming the bait shop and grocery into a restaurant with a full menu typical of any diner “Getting rid of the bait shop was hard to do,” Casey admitted “I still had a summer crowd that relied on us for their fishing needs, but we couldn’t survive a whole year on four months of profit.” As the 1990s approached, the aura surrounding Witmer Lake and the neighboring lakes became upscale “I could see that people were spending more on their speed boats than what they had originally paid for their cottages!” Casey exclaimed Many of the cottages were being inherited by children and grandchildren of the original owners Once again, the scene started to change as many of the lake houses were used only as weekend lake homes Unlike the previous generation, a vast number of the current owners could afford to live closer to their jobs while maintaining lake homes “At this point, business wasn’t growing,” Casey said 93 As local competition continued to increase, Casey converted the diner atmosphere of The Landing into a bar with a lounge area “The change might have been too drastic,” Casey said, “but it was the only way we could maintain a strong, year-round business in spite of the population shifts and competitive forces.” 156 What microeconomic forces have impacted The Landing the most? Geographic shifts in customer population greatly impacted business as area residents shifted from being weekenders to year-round residents to weekenders again Also, competitor actions—first harming business in the bait shop and grocery, then in the restaurant—impacted business (p 66; Easy) 157 What macroeconomic forces have impacted The Landing the most in the long run? Elements from the demographic and economic environments impacted The Landing the most in the long run (p 66; Easy) 158 Which macroeconomic force may be most responsible for The Landing’s 43-year survival? The natural environment—namely, Witmer Lake—has been most responsible for attracting consumers to the area It is the one macro force that has remained constant (p 80; Easy) 159 What political forces, if any, are evident in this scenario? Legislation that allowed skiing and speed boats on Witmer Lake changed the way that people were attracted to the area after the late 1970s (p 84; Moderate) 160 How has the baby boom population impacted business at The Landing in the past four decades? As the baby boomers aged, they likely began to inherit their parents’ lake cottages, which had been used as year-round homes As the baby boomers have grown wealthier, they have been able to maintain their lake homes as cottages It has been these shifts that have impacted Casey’s business (p 70; Challenging) 94 161 What demographic forces have likely influenced the recent upscale aura of the area surrounding Witmer Lake? Not only are the baby boomers wealthier, which has likely influenced trends in the lake area, but the population is better educated that has allowed people to demand more from the market (p 70; Moderate) 162 Among some of the older patrons of The Landing was negative talk about Casey’s converting his business into a bar What are two examples of social responsibility that Casey could embrace in an effort to offset that negativity? Casey could sponsor local ball teams, for example, or he could contribute to or help with the Witmer Lake Enhancement Committee (p 85; Moderate) 163 What possible shifts in cultural values may once again impact Casey’s mission at The Landing? Casey will likely continue to track preferences of the baby boomers because this population group has been the primary driver of his business As more baby boomers retire and age and choose to spend more time with grandchildren, life at the lake may again become a focal point in the baby boomers’ lives (p 87; Challenging) 164 What current characteristics of Casey’s business indicate that we have moved from a “me society” to a “we society”? The Landing is now merely surviving as a bar indicates that more people want to “be with others,” as the text indicates (p 88; Challenging) 165 What might allow Casey Brickly to now take a more proactive stance in responding to the marketing environment? Casey has owned The Landing for more than four decades; therefore, he may have a more innate sense of how to deal with his market In addition, he understands who his primary customers have been; therefore, he could be able to better predict their preferences (p 90; Moderate) 95 ... 29 In 1950, women made up 30 percent of the workforce; now they make up _ a 35 percent b 40 percent c 43 percent d 46 percent e 60 percent (Answer: e; p 74; Moderate) 30 Americans are very mobile... Challenging) 33 Population shifts interest marketers because people in different regions _ differently a eat b think c buy d act e all of the above (Answer: c; p 75; Easy) 71 34 The Facts For... Geographic e Product use (Answer: a; p 69; Moderate) 13 Statisticians have projected the world’s population to reach _ billion by the year 2 030 a 6.5 b 6.9 c 7.5 d 7.9 e 8.1 (Answer: e; p 69;