科特勒市场营销题库-2016新版chapter3.docVIP

PAGE 49 Copyright ? 2016 Pearson Education, Inc. Principles of Marketing, 16e (Kotler) Chapter 3 Analyzing the Marketing Environment 1) Dan has been directed to study the forces close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ________ of the company. A) macroenvironment B) microenvironment C) technological environment D) demographic environment E) political environment Answer: B AACSB: Analytical thinking Skill: Application Objective: LO 3.1: Describe the environmental forces that affect the companys ability to serve its customers. Difficulty: Moderate 2) Which of the following terms is used to describe the actors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers? A) marketing environment B) marketing orientation C) strategic planning D) target markets E) marketing mix Answer: A AACSB: Analytical thinking Skill: Concept Objective: LO 3.1: Describe the environmental forces that affect the companys ability to serve its customers. Difficulty: Easy 3) Which of the following is a component of a firms microenvironment? A) customer demographics B) economic recessions C) population shifts D) marketing intermediaries E) technological changes Answer: D Skill: Concept Objective: LO 3.1: Describe the environmental forces that affect the companys ability to serve its customers. Difficulty: Easy 4) Sam has been directed to study the demographic, economic, political, and cultural forces that affect an organization. In this instance, Sam has been directed to study the ________ of the organization. A) macroenvironment B) microenvironment C) internal environment D) marketing mix E) marketing intermediaries Answer: A AACSB: Analytical thinking Skill: Application Objective: LO 3.1: Describe the enviro