Question 1. Why should marketers pay attention to shifts in the makeup of company groups?

Because marketers strive to keep the company's stakeholders aligned with a goal of building long-term customer relationships.

Because these actors exert pressures on the company's macro-environment.

Because these groups must withstand larger societal forces with widespread influence.

Because the individuals in company groups exert influence via financial communities,

governmental regulation, and citizen action.

Question 2. What is the first step in the segmentation process?

Group products into categories with similar prices.

Group buyers into potential target market segments.

Develop potential market actions based on brand image and market position.

Estimate potential return on investment.

Question 3. Which factor was NOT listed in Chapter 8 as affecting social and cultural trends in the marketing environment?

Growth in the population aged 55+.

Overall population growth.

Increased racial and ethnic diversity.

Increasing overall political involvement.

Question 4. When a marketer at a high-tech start-up company follows blogs published by Tech-oriented research centers at major universities, what force in the marketing environment is most likely being monitored?

Media trends involving publics in the macro-environment.

Technology trends that could lead to opportunities or risk.

Pursuit of competitive intelligence involving technology.

Customer-generated information about technology options.

Question 5. Which of the following was NOT described as an anticipated effect of overall population growth in the decades ahead?

Increasingly variable behavior in the Boomer segments (both Younger and Older).

Expansion of the oldest generational cohorts through increased longevity.

Growth of the adult generational cohorts (Gen Y, Gen X ) through immigration.

Increase in size of the under-18 cohort through higher birthrates.

Question 6. Why should marketers analyze the costs and benefits of whether to implement a segmentation approach or not?

To identify whether the targeted segment includes enough individuals to justify the segmentation approach.

To discover whether individuals in the target segment are likely to have similar responses to a specific marketing action.

To identify the need/desire of the target segment that creates demand for the offering for sale.

To deduce whether the value gained is sufficient to justify the increased marketing expense required by a segmentation strategy.

Question 7. Which of the following BEST describes the process known as "data cleansing"?

Basic analytics performed on a data set to split addresses containing many consumers into separate records.

Reviewing individual records to detect and correct or delete inaccurate records to ensure a set of data is accurate and useful.

Augmenting a data set with demographic and other information to enhance direct marketing.

Removal of records from a data set because they are too long.

Question 8. What trend of concern to marketers does the example given in Chapter 8 concerning Levi Strauss illustrate?

An increasing emphasis on environmentally sustainable practices by consumers as well as manufacturers.

Increasing attention to weather-related phenomena such as crop failure due to drought.

The need for companies to underwrite training on environmental practices in the countries in which they operate.

Marketers' response to natural resource management where governments fail to enforce regulations.

Question 9. Which answer BEST conveys how technological and ecological concerns are related?

When federal regulations mandating recycling of technology wastes are passed, firms should look for ways to circumvent these policies.

As each new technology replaces an older technology, the solitary focus should be on driving greater sales.

A "cradle to cradle" technology design philosophy allows materials to be continually repurposed, reducing demands on nonrenewable resources.

The resource requirements of technology products throughout their lifecycle can affect the natural environment and vice versa.

Question 10. Which of the following BEST describes an underlying trend towards an increasing number of farmers markets in the summer of 2011?

Changes in resource availability shift the balance of supply and demand.

Customer demand is rarely stable, necessitating demand forecasts.

When demand surges past supply, marketers can practice demarketing.

Changes in income affect consumer demand, which in turn affects suppliers' earnings.