Chap004 - Chapter 04 Analyzing the Marketing Environment...

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Chapter 04 Analyzing the Marketing Environment True / False Questions 1. By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can identify potential opportunities. True False 2. When analyzing the immediate environment and the macro environment, marketers must be careful to keep the firm at the center of all analyses. True False 3. Successful firms focus their efforts on satisfying customer needs that match their core competencies. True False 4. In the immediate environment, the competition has no effect on consumers. True False 5. The three elements of the consumer's immediate environment are the company, competition, and corporate partners. True False 6. DVRs have facilitated marketers' access to their target markets. True False 7. Demographics are transmitted by words, literature, and institutions from generation to generation. True False 8. Demographic profiles of customers provide an easily understood "snapshot" of the typical consumer in target markets. True False 9. Seniors, the fastest growing demographic cohort, spend nearly all of their money on basic necessities such as drugs, plain food, and services of caregivers. True False
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10. As the euro becomes more expensive relative to the dollar, Americans are likely to purchase more European wines. True False 11. Macroenvironmental factors include the company, competition, and corporate partners. True False 12. Members of Generation Y share a strong emphasis on balancing work and life. True False 13. Tweens rarely use any type of technology. True False Multiple Choice Questions 14. When senior citizens or recent immigrants are pressured to take out loans they cannot pay back (often containing high fees, hidden costs, and higher rates of interest), these are referred to as: A . predatory loans. B. opportunistic financing. C. consolidated loans. D. low yield loans. E. prime rate loans. 15. By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can: A. avoid cognitive dissonance. B. identify potential opportunities. C. implement just-in-time marketing promotions. D. create new demographic groups. E. all of these. 16. As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also
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attends the quarterly clothing show at the regional merchandise mart. Randy's efforts will likely help him to:
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