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105. The "continuum of environmental sensitivity" suggests that industrial products are more sensitive to the cultural environments in which they are placed than high-style consumer products. True False106. If the risks of getting into international marketing are difficult to evaluate, it usually is best to start with a joint venture. Multiple Choice Questions107. Marketing managers should remember that there are many variables in the ____________ that affect strategy planning. 108. In the short run, a marketing manager usually cannot control: 109. The direct market environment A. includes customers, the company, and competitors.B. consists of variables that can be controlled.C. is broader in scope than the external environment.D. includes economic and technological environments.E. is made up of the political, legal, and social environments.3-15
Chapter 03 - Evaluating Opportunities in the Changing Market Environment110. All of the following are part of the direct market environment EXCEPT: 111. According to the text, which of the following is NOT a basic guideline for setting a firm's objectives? 112. The basic objective of a firm should be to: 113. Which of the following objectives of a business is the most important? A. To engage in some specific business activity which will perform a socially and economically useful function.B. To develop an organization to carry on the business and implement its strategies.C. To earn enough profit to survive.D. All three of the above are equally important, because a failure in any one could lead to a total failure of the business.E. Both B and C are more important than A.3-16
Chapter 03 - Evaluating Opportunities in the Changing Market Environment