103baby boomers represent a tremendous opportunity

103.Baby Boomers represent a tremendous opportunity for today's marketers. Who are the Baby
Boomers? What are they likely to want?
104
.
"Income distribution in the United States has grown more polarized." What does this mean in
general, and what does it mean especially to marketers in the United States?

105.After Hurricane Katrina, many long-time African American residents of New Orleans left but have
not returned, while many Hispanics have moved to the area for work opportunities. For retail
marketers in New Orleans, what does this change mean?
106
.
At almost every major university, some group on campus pressures the university to become
more "green." What does this mean? What does it usually involve? Why would a university want
to become greener?
107
.
How can marketers identify potential opportunities?
108
.
Gaetana is the new marketing director for a local theater. One of her major responsibilities is to
monitor and manage aspects of the theater's immediate environment. What will Gaetana monitor
and manage?

109.Marketers in the United States are learning that all Hispanic and other minority groups are not
alike. Cultural differences exist. Why is it important for marketers to know more about cultural
differences among Hispanics?
110.In some parts of the United States a long sandwich is called a sub sandwich. In other parts of the
country it is called a grinder. This is an example of what type of macroenvironmental factor?
111. Mary Grace is studying the demographics of the students attending her elementary school. What
information will Mary Grace study?
112.Which generational cohort in the United States is the fastest-growing?

113.Which generational cohort is characterized as being highly individualistic, involved in leisure
activities, and eternally in love with rock 'n roll?
114.Two of the characteristics of this generational cohort that distinguishes them from Baby Boomers
are that they were the first generation to grow up with both parents working, and that half of them
have divorced parents. Which generational cohort has these characteristics?
115.In recent decades, how has income distribution changed in the United States?
116.What social trend has influenced retailers to make their products available wherever and
whenever customers want them?
117.Every year Pam reassesses the economic situation in the target markets her company serves.

What factors will Pam likely assess?
118.If you were selling home gym equipment, which generational cohort would you focus on and
why?
119.An Uncle Ben's box of rice has a symbol stating that the packaging is made from 100 percent
recycled material and encourages consumers to recycle. Identify the social trend being
addressed by Uncle Ben's.
120.Identify which social trend best describes a group of people who are constantly working and
would benefit from a valet service that picks up your dry cleaning, goes to the supermarket, and
feeds your dog.

Chapter 04 Analyzing the Marketing Environment Answer Key
True / False Questions
1.