Chapter4复习.pdf

Chapter 4 The Marketing Environment Multiple Choice 1. The most commercially influential demographic group in history is _____. a. generation X b. baby boomers c. generation Y d. seniors (b; Easy) 2. The current marketing environment has a tendency to turn back the clock to simpler times. What has this yearning produced? a. massive nostalgia wave b. massive nutrition wave c. massive exercise wave d. massive music wave (a; Easy) 3. _____ is perhaps the company that has been most successful in riding the nostalgia wave. a. Capital Records b. Ovaltine c. Volkswagen d. Levi Strauss (c; Moderate) 4. Most trend analysts believe that the nostalgia craze/wave will _____ as the baby boomers continue to mature. a. decline b. slow c. disappear d. grow (d; Easy) 1 5. Jamie Benato is researching the factors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. What is Jamie researching? a. the marketing environment b. strategic planning c. target markets d. none of the above (a; Moderate) 6. More than any other group in the company, marketers must be the _____ and _____. a. mass merchandisers; opportunity seekers b. trend trackers; mass merchandisers c. most skilled; trend trackers d. trend trackers; opportunity seekers (d; Challenging) 7. You are directed to study the factors that are close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? a. the macroenvironment b. the microenvironment c. the marketing environment d. the global environment (b; Moderate) 8. You are directed to study the factors that are larger societal forces that affect your company – demographic, economic, natural, technological, political, and cultural. What are you studying? a. the macroenvironment b. the mic