Principles of Marketing Exam #1 - Answer Key

9 p a g e principles of marketing examination 1 60 a

Info icon This preview shows pages 9–11. Sign up to view the full content.

View Full Document Right Arrow Icon
9 | P a g e
Image of page 9

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Principles of Marketing Examination #1 60. A 60. Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? 1. demographic 2. psychographic 3. economic 4. cultural Of the following fifteen short answer questions, select ten (and only ten) to answer. Each response should be succinct, yet fully address the issues posed. In most cases, 2-3 sentences will suffice. Please make sure that your writing is legible. Each question answered is worth four points. Only the first ten questions attempted will be graded. 61. Why might marketers want to target segments of the population based on lifestyles rather than age groups? a. Answer: Too much might be assumed about people in the same age group, and grouping people by lifestyle may eliminate some of the inaccurate assumptions made regarding age. 62. Give two characteristics of the American family that depict its "nontraditional" nature. a. Answer: More adults of one or both sexes live together without being married; working women are making up a larger portion of the workforce; both husband and wife work in the majority of married-couple families; the percentage of married couples with children is falling; and the percentage of stay-at-home dads is rising. 63. In terms of ethnic and racial makeup, why is the United States today more accurately characterized as a "salad bowl" than a "melting pot"? a. Answer: Individuals hailing from virtually every country in the world live in the United States; people from these diverse groups mix together, but retain many important ethnic and cultural differences. The melting pot metaphor is inaccurate because people from diverse cultures and ethnic groups have not "melted" into one homogeneous culture. 64. Why might it be beneficial for marketers to help develop solutions to problems facing the natural environment, such as increased pollution and shortages of raw material? a. Answer: Marketers who help to develop solutions to these problems can gain the advantage of helping to shape policy that is beneficial to them, as increasingly strict environmental regulations can be expected in the United States and elsewhere. Environmentally responsible actions will help a company's public image; they will also help to create a more sustainable market. 65. What is the difference between a core belief and a secondary belief? a. Answer: 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 while working only part-time.
Image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern