Analyzing the Marketing Environment
Which generational cohort was born during 1946 and 1964
Baby boomers
How do demographics affect the launching of a new product
A product may be for a specific gender A product may be targeted for a specific age group or generational cohort
Which of the following groups are not expected to experience population growth in the United States in the next 20 years
Caucasian
When launching a new clothing line a company must primarily focus on the needs and wants of whom
Consumers
Which of the following demographic factors can help to predict consumer buying patterns?
Education attained Income earned
Which is the largest generational cohort since the Baby Boomers
Gen Y
Match the social trend with the illustrative examples provided:
Health and wellness concern: Popularity of hand sanitizing gel Green marketing: Investing in phosphate-free laundry powder Privacy concerns: The Do Not Call Registry for cell phones Culture with limited time: The popularity of delivery services
Which income group's purchasing power is growing relative to other income groups in the United States
Highest income group
What are some distinct characteristics that may be causing the increase in wealthy families?
Increase in dual-income households Maturing of general population
What are some of the characteristics that describe Generation X?
Latch key children Born between 1965 and 1976
Which of the following are components of culture?
Morals Customs of a group of people Beliefs
Which of the following statements about gender and promoting goods and services is true?
More firms today attempt to transcend gender boundaries
What are the immediate environmental factors that impact consumers?
The company Corporate partners The competitors
What do studies show about average pay and educational levels?
Those who earn a bachelor's degree from college earn about $63,000 a year Those who graduated with a high school diploma but did not attend college earn about $34,000 a year.
One of the goals of ____ marketing is to provide a greater benefit relative to the cost to consumers than competitors offer.
Value-based
Generation ____ was born into a world full of electronic gadgets and digital technologies, such as the Internet and social networks.
Z
Consumers in a generational ____ are a group of people of the same generation having similar purchase behaviors because they have shared experiences and are in the same stage of life.
cohort
In the immediate environment it is critical that marketers understand their firm's ____ including their strengths, weaknesses, and likely reactions to the marketing activities that their own firm undertakes.
competitors
If your family shares a tradition of getting together on New Year's Day , this is part of your
culture
An example of inflation would be when increasing prices cause the purchasing power of the dollar to:
decline
Data that provide statistical information about the population and the various groups within the population is known as
demographics
New advertising guidelines that require marketers to provide more detailed nutritional information are the result of
health and wellness concerns
Having a broad range in incomes creates marketing opportunities at the ____________.
high end of the market low end of the market
What are some component's of a country's culture
language differences food preferences
The political/regulatory environment consist of:
political parties laws and legislation
Particularly in larger countries, marketer may have to respond to diverse consumer groups that refer to product categories differently. While some areas say they "go to a movie," others say they "are going to a show". This illustrates ______ culture.
regional
Macroenvironmental factors include all of the following elements EXCEPT
the CEO's behavior
A company may choose to launch the same advertising campaign globally. This particular campaign may be launched with identical pictures and messages but in different languages. Advertiser might try to bridge the cultural gap by appealing to__.
the same target market
