Unformatted text preview: first five years of
the salon’s business. She must be sure to consider which of the following uncontrollable factors in
Place or distribution factors
Media buying factors
Dining area layout factors
Pricing for services
All but demographic factors are controllable marketing mix factors.
KEY: CB&E Model Marketing Plan OBJ: 04-3 TOP: AACSB Reflective MSC: BLOOMS Application 86. Refer to Dog Spa. What type of research did the marketing consultant perform for Tumlin?
ANS: C Applied research attempts to develop new or improved products. The research conducted by the
consultant provided information to Tumlin to better develop the service.
KEY: CB&E Model Research OBJ: 04-6 TOP: AACSB Reflective MSC: BLOOMS Application 87. Refer to Dog Spa. The uncontrollable environmental factors Tumlin faces in terms of zoning
restrictions for the new dog salon represent _____ factors.
political and legal
research and development
Every aspect of the marketing mix is subject to laws and restrictions. The laws and regulations of
various governments represent uncontrollable political and legal factors.
KEY: CB&E Model Strategy OBJ: 04-7 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY
1. While managers can control the marketing mix, they cannot control the elements in the external
environment that continually mold and reshape the target market. List six variables of the external
environment that are not directly under the control of marketing managers.
(1) Social change
(2) Demographics(3) Economics
(5) Political and legal factors
KEY: CB&E Model Strategy OBJ: 04-1 TOP: AACSB MSC: BLOOMS Synthesis 2. What is environmental scanning? Give an example of an opportunity and a threat that
environmental scanning might identify for a suntan lotion company.
Environmental scanning occurs when a company creates a team of spets to continually
collect and evaluate environmental information. This process allows marketing managers to
understand the external environment so that plans for the future can be made. The objective of
gathering environmental data is to identify future market opportunities and threats. Threats that
might be identified for a suntan lotion company include fear of skin cancer by sunbathers, other
health concerns, or lack of leisure time to spend in the sun. Opportunities might include the need for sunscreen, waterproof formulas, or children’s skin protection products. Another opportunity
might be the status element associated with a tan.
KEY: CB&E Model Strategy OBJ: 04-1 TOP: AACSB MSC: BLOOMS Synthesis 3. An organization is not completely at the mercy of the external environment. Explain
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- Fall '13