GatheringInformationandScanningtheEnvironment习题及答案详解

1、Chapter 3: Gathering Information and Scanning the EnvironmentChapter 3:Gathering Information and Scanning the EnvironmentGENERAL CONCEPT QUESTIONSMultiple Choice1. The major responsibility for identifying significant marketplace changes falls to the.a. U.S. Department of Laborb. company s marketersc

2、. American Marketing Associationd. industry lobby groups found in Washington, D.C.e. marketing research industryAnswer: bPage: 72Level of difficulty: Easy2. Marketers have extensive information about how consumption patterns vary across countries. On a per capita basis within Western Europe, the smo

3、ke themost cigarettes.a. Swissb. Greeksc. Irishd. Austrianse. FrenchAnswer: dPage: 72Level of difficulty: Hard3. All of the following questions EXCEPT , would be considered to be formsof information needs probes.a. What decisions do you regularly make?b. What information do you need to make decision

4、s?c. What data analysis programs would you want?d. What magazines and trade reports would you like to see on a regular basis?e. What products would be most closely matched to consumer needs?Answer: ePage: 73Level of difficulty: Medium4. consists of people, equipment, and procedures to gather, sort,

5、analyze,evaluate, and distribute needed, timely, and accurate information to marketing decision makers.a. A marketing information systemb. A marketing research systemc. A marketing intelligence systemd. A promotional campaigne. A marketing databaseAnswer: aPage: 73Level of difficulty: Medium5. The c

6、ompany s marketing information system should be a cross between what managers think they need, what managers really need, and .a. what the marketing research department is able to dob. what consumers are willing to sharec. what the competition is doingd. what is acceptable industry practicee. what i

7、s economically feasibleAnswer: ePage: 73Level of difficulty: Medium6. Marketing managers rely on internal reports. By analyzing this information, they can spot .a. micro-marketsb. opportunities and problemsc. macro-marketsd. competitive strategiese. consumer demographic unitsAnswer: bPage: 73Level o

8、f difficulty: Easy7. The heart of the internal records system is the .a. databaseb. asset acquisition processc. order-to-payment cycled. service consideratione. information liquidity ratioAnswer: cPage: 73Level of difficulty: Hard8. When a marketer “mines” his or her company s database, fresh insigh

9、ts can be gained into neglected customer segments, , and other useful information.a. recent customer trendsb. long-term competitive trendsc. possible new inventionsd. possible new technologiese. new primary data possibilitiesAnswer: aPage: 74Level of difficulty: Medium9. The internal records system

10、supplies results data, but the marketing intelligence system supplies data.a. concurrentb. secondaryc. researchd. happeningse. premiumAnswer: dPage: 74Level of difficulty: Medium10. A is a set of procedures and sources managers use to obtain everydayinformation about developments in the marketing en

11、vironment.a. marketing research systemb. marketing information systemc. product management systemd. marketing intelligence systeme. vertical systemAnswer: dPage: 74Level of difficulty: Medium11. A company can take several steps to improve the quality of its marketing intelligence. If the company pur

12、chasescompetitive products for study, attends open houses and trade shows, and reads competitors published reports and stockholder information, the company is using to improve the quality of its marketing intelligence.a. sales force surrogates b. intermediaries c. external networks d. advisory panel

13、se. customer feedback systemsAnswer: cPages: 7475 Level of difficulty: Hard12. All of the following would be considered to be steps to improve the quality of marketing intelligence in a company EXCEPT .a. a company can train and motivate the sales force to spot and report new developmentsb. a compan

14、y can use guerrilla tactics such as going through a competit osrtrash c. a company can motivate intermediaries to pass along important information d. a company can network externallye. a company can purchase information from outside suppliersAnswer: bPages: 7476 Level of difficulty: Easy13. The 2000

15、 U.S. census provides an in-depth look at the population swings, demographic groups, regional migrations, and changing family structure of 281+ million people. Which of the following steps to improve the quality of company marketing intelligence system would be most closely associated the above illu

16、stration?a. A company can purchase information from outside suppliers.b. A company can take advantage of government data sources.c. A company can use online customer feedback systems to collect data.d. A company can network externally.e. A company can use its sales force to collect and report data.A

17、nswer: bPage: 76Level of difficulty: Easy14. There are four main ways that marketers can find relevant online information on competitors products and weaknesses, and summary comments and overall performance rating of a product, service, or supplier. is(are) a type of sitethat is concentrated in fina

18、ncial services and high-tech products that require professional knowledge.a. Independent customer goods and service reviewsb. Distributor or sales agent feedback sitesc. Combo-sites offering customer reviews and expert opinionsd. Customer complaint sitese. Shopping bot service sitesAnswer: cPage: 77

19、Level of difficulty: Hard15. A is “unpredictable, short-lived, and without social, economic, and politicalsignificance.” a. fad b. fashion c. trend d. megatrend e. styleAnswer: aPage: 77Level of difficulty: Medium16. A is a direction or sequence of events that has some momentum anddurability; the sh

20、ape of the future is revealed and many opportunities are provided. a. fad b. fashion c. trend d. megatrend e. styleAnswer: cPage: 77Level of difficulty: Hard17. have been described as“large social, economic, political and technologicalchanges that are slow to form, and once in place, they influence

21、us for some time between seven and ten years, or longer.a. Fadsb. Fashionsc. Trendsd. Megatrendse. StylesAnswer: dPage: 77Level of difficulty: Medium18. Which of the following minority groups in the United States has been associated with one of the ten megatrends shaping the consumer landscape?a. Af

22、rican Americansb. Asian Americansc. European Americansd. Hispanic Americanse. Middle Eastern AmericansAnswer: dPage: 78Level of difficulty: Medium19. The beginning of the new century brought a series of new challenges. All of the following would be considered to be among those challenges EXCEPT .a.

23、a deterioration of innovative ideas b. steep decline of the stock market c. increasing unemployment d. corporate scandals e. the rise of terrorismAnswer: aPage: 78Level of difficulty: Medium20. With the rapidly changing global picture, the firm must monitor six major forces. All of the following wou

24、ld be among those forces EXCEPT .a. demographicb. economicc. social-culturald. naturale. promotionalAnswer: ePage: 78Level of difficulty: Easy21. The main demographic force that marketers monitor is(are) .a. suppliersb. competitorsc. communication (such as advertising)d. government reports dealing w

25、ith birth ratese. populationAnswer: ePage: 79Level of difficulty: Easy22. The population explosion has been a source of major concern. Unchecked population growth and consumption could eventually result in all of the following EXCEPT.a. insufficient food supplyb. depletion of key mineralsc. overcrow

26、dingd. restrictions on competitione. pollutionAnswer: dPage: 79Level of difficulty: Easy23. One impact of explosive population growth is illustrated by the case of China. The Chinese government passed regulations limiting families to one child. One consequence of these regulations is that .a. the ch

27、ildren are so fussed over and spoiled that they becom“elittle emperors”b. school enrollments are droppingc. the fledgling automotive business in China will not have customers in a few yearsd. open rebellion is being preachede. “child-oriented businesses” have few customersAnswer: aPage: 80Level of d

28、ifficulty: Medium24. A significant fact about population growth and population shifts is that in 2004 or 2005, .a. the youth market will exceed that of the adult marketb. people over the age of 60 will outnumber those under five years of agec. baby boomers will be eclipsed by Gen X young adultsd. mo

29、st age group segments will be about equale. Gen Y young adults will surpass the baby boomers as the largest age segmentAnswer: bPage: 80Level of difficulty: Hard25. Which of the following age groups is thought to control three-quarters of the country s wealth?a. 0 -20 age segmentb. 60+ age segmentc.

30、 20 W0 age segmentd. 30 40 age segmente. 40+ age segmentAnswer: ePage: 81Level of difficulty: Hard26. At one time the United States was called a “melting pot” society because of the number of different cultures that were integrated into the U.S. culture. Today, the United States is described as a so

31、ciety because many ethnic groups aremaintaining their ethnic differences, neighborhoods, and cultures.a. “boiling pot ”b. “salad bowl”c. “banana split”d. “doubled up”e. “non-communicative”Answer: bPage: 81Level of difficulty: Medium27. According to the 2000 census, the U.S. population of 276.2 milli

32、on was 72 percent white and percent African American. The remainder consisted of HispanicAmericans and other minorities.a. 20b. 18c. 15d. 13e. 11Answer: dPage: 81Level of difficulty: Hard28. Diversity goes beyond ethnic and racial markets. More than millionAmericans have disabilities, and they const

33、itute a market for home delivery companies (and others).a. 50b. 40c. 30d. 20e. 10Answer: aPage: 83Level of difficulty: Hard29. Which of the following countries is known for having 99 percent of its population literate?a. Englandb. Germanyc. Franced. United Statese. JapanAnswer: ePage: 83Level of dif

34、ficulty: Medium30. The household consists of a husband, wife, and children (and sometimesgrandparents). a. “traditional” b. “extended” c.“diversity”d. “modern” e. “revised”Answer: aPage: 83Level of difficulty: Medium31. Married couple households the dominant cohort since the formulation of the Unite

35、d States has slipped from nearly 80 percent in the 1950s to around percenttoday. a. 70 b. 60 c. 50 d. 40 e. 35Answer: cPage: 83Level of difficulty: Hard32. The twenty-first century saw markets grow more rapidly again due to ahigher birth rate, a lower death rate, and rapid growth from foreign immigr

36、ation. a. suburban b. urban c. rural d. coastal e. secondaryAnswer: bPage: 84Level of difficulty: Medium33. The movement by population to the has lessenedthe demand for warmclothing and home heating equipment and increased demand for air conditioning. a. Grainbelt b. Pacific Northwest c. Sunbelt d.

37、Mid-Coastal areas e. HeartlandAnswer: cPage: 84Level of difficulty: Easy11334. Marketers look at where consumersare gathering. Almost one in peopleover the age of five (120 million) moved at least one time between 1995 and 2000, according to a Census 2000 brief.a. twob. threec. fourd. fivee. tenAnsw

38、er: aPage: 85Level of difficulty: Hard35. In which of the following economies would we expect to find few opportunities for marketers?a. Industrializing economies.b. Land-locked economies.c. Raw-material-exporting economies.d. Industrial economies.e. Subsistence economies.Answer: ePage: 86Level of d

39、ifficulty: Easy36. According to information presented in the text, which of the following countries is surprisingly a very good market for Lamborghini automobiles (costing more than $150,000) because of the number of wealthy families that can afford expensive cars. a. Greeceb. Switzerlandc. Hollandd

40、. Russiae. PortugalAnswer: ePage: 86Level of difficulty: Hard37. Over the past three decades in the United States, the rich have grown richer and the middle class has .a. stayed about the sameb. shrunkc. increased slightlyd. matched the rich in terms of relative growthe. been ignored because of prob

41、lems with the poorer classesAnswer: bPage: 86Level of difficulty: Medium38. shapes the beliefs, values, and norms that largely define the tastes andpreferences.a. Marketingb. The mass mediac. Governmentd. Production innovation and engineeringe. SocietyAnswer: ePage: 87Level of difficulty: Medium39.

42、If a consumer lives the lifestyle of a “pleasure seeke” r or goes on a “self-realization” quest, he or she is expressing what is called .a. views of othersb. views of societyc. views of themselvesd. views of organizationse. views of the universeAnswer: cPages: 8788 Level of difficulty: Easy40. Accor

43、ding to the information found in the social-cultural environment, with respect to views of others,are considered to be things that allow people who are aloneto feel they are not (e.g., television, home video games, and chat rooms on the Internet).a. social surrogatesb. subliminal fantasiesc. relatio

44、nship avoidanced. primary productse. secondary productsAnswer: aPage: 88Level of difficulty: Medium41. Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest. Such a view would be consistent with which of the following views?a. Views o

45、f others.b. Views of organizations.c. Views of themselves.d. Views of the universe.e. Views of society.Answer: bPage: 88Level of difficulty: Easy42. People vary in their attitudes toward their society. usually live morefrugally, drive smaller cars, and wear simpler clothing.a. Makersb. Escapersc. Se

46、ekersd. Changerse. DevelopersAnswer: dPage: 88Level of difficulty: Hard43. People vary in their attitudes toward society and react accordingly. are amajor market for movies, music, surfing, and camping.a. Makersb. Preserversc. Escapersd. Changerse. DevelopersAnswer: cPage: 88Level of difficulty: Eas

47、y44. All of the following have been cited by the text as being among Americans core values EXCEPT .a. they believe in workb. they believe in getting marriedc. they believe in giving to charityd. they believe in being honeste. they believe in sexual permissivenessAnswer: ePage: 88Level of difficulty:

48、 Easy45. Which of the following would be the best illustration of a secondary belief or value?a. Belief in work.b. Belief in giving to charity.c. Belief in getting married.d. Belief in getting married early.e. Belief in being honest.Answer: dPage: 88Level of difficulty: Medium46. Which of the follow

49、ing is by far the most popular American leisure activity in that itis preferred by 59 percent of adults who participate in such activities?a. Gardening.b. Walking for exercise.c. Swimming.d. Photography.e. Jogging or running.Answer: bPage: 89Level of difficulty: Medium47. Each society contains , gro

50、ups with shared values emerging from theirspecial life experiences or circumstances.a. demographic segmentsb. cliquesc. consumer bundlesd. subculturese. behavioral nichesAnswer: dPage: 89Level of difficulty: Medium48. Which of the following would be the best illustration of a subculture?a. A softbal

51、l team.b. A university alumni association.c. Teenagers.d. A Boy Scout troop.e. Frequent flyers.Answer: cPage: 89Level of difficulty: Medium49. All of the following EXCEPT have been found to influence young peopletoday and cause a shift of secondary cores values for this group.a. U2s Bono.b. Elvis Pr

52、esley.c. The NBA s LeBron James.d. Golf s Tiger Woods.e. Skateboarder Tony Hawk.Answer: bPage: 89Level of difficulty: Easy50. Although core values are fairly persistent, cultural swings do take place. caused such a swing in the 1960s.a. Ford Motor Companyb. George McGovernc. G.I. Joe action characte

53、rsd. The infomerciale. The BeatlesAnswer: ePage: 89Level of difficulty: Medium51. Marketers need to be aware of threats and opportunities associated with four trends in the natural environment. All of the following are among those trends EXCEPTa. the shortage of raw materialsb. the increased cost of

54、 energyc. near 90 percent corporate support fo“r green cause”sd. increased pollution levelse. the changing role of governmentsAnswer: cPage: 90Level of difficulty: Easy52. With respect to the shortage of raw materials, air and water are classified as resources. However, as we know, problems are begi

55、nning to plague both our air and water quality.a. infiniteb. near finitec. finite renewabled. finite nonrenewablee. absoluteAnswer: aPage: 90Level of difficulty: Medium53. One finite nonrenewable resource, , has created serious problems for theworld economy. Because of anticipated shortages, investm

56、ent and commodity markets have had wild swings.a. waterb. airc. sugard. coffeee. oilAnswer: ePage: 90Level of difficulty: Easy54. From a branding perspective, “green marketing” programs have not been entirely successful. has been cited as one of the obstacles that must be overcomefor “green marketing” programs to be more successful.a. Overexposure and lack of credibilityb. High costc. Poor promotionsd. Resistance by the youth segment in the marketplacee. Lack of support by governmental agencies and concernsAnswer: aPage: 91Level of difficulty: Hard55. Which of th