Chapter 3- The marketing Environment

According to the textbook, a manager's duties in an environmental analysis include a) checking information for accuracy, resolving inconsistencies, and assigning significance to the findings. b) observation and assessment. c) conducting research, assessment, and reporting. d) observation, market research, and fact finding. e) checking the company database, conducting research, and reporting.

a

Dell Computer collects information about a wide variety of competitive, economic, political, legal and regulatory, technological, and sociocultural forces that affect its marketing activities. This process is called a) environmental scanning. b) survey of environment. c) marketing. d) environmental analysis. e) marketing information processing.

a

Due to limited resources, a consumer decided to serve Hawaiian Punch to a New Year's Eve party crowd instead of Korbel champagne. As a result of this action, Korbel and Hawaiian Punch can be viewed as ___________ competitors. a) generic b) product c) total budget d) oligopolistic e) pure

a

If M&M Mars Candies found a magazine article that provided key information on the television viewing habits of major candy consumer groups, this would be an example of information obtained through environmental a) scanning. b) forces. c) analysis. d) strategizing. e) management.

a

Marketers primarily focus their environmental analysis on ____ competitors. a) brand b) product c) total budget d) generic e) monopolistic

a

Marketers who view political forces as being beyond their control are taking a ___________ response toward these forces. a) reactive b) aggressive c) proactive d) competitive e) liberal

a

Mixed Concrete cannot be shipped farther than twenty-five miles because the concrete might harden in the truck. Citrus County Concrete Company is the only supplier of mixed concrete to customers within a thirty-mile radius. Citrus County Concrete is an example of which one of the following competitive structures? a) Monopoly b) Oligopoly c) Monopolistic competition d) Pure competition e) Monopsony

a

To monitor changes in the marketing environment effectively, marketers must engage in a) environmental scanning and analysis. b) economic scanning c) self-regulatory analysis d) marketing research analysis e) information collecting

a

Toyota has developed aluminum car bodies that are 100 percent recyclable and light enough to help conserve fuel. What kind of response is this to environmental forces? a) Proactive b) Competitive c) Reactive d) Inactive e) Controllable

a

What type of competitive structure exists when a firm produces a product that has no close substitutes? a) Monopoly b) Oligopoly c) Monopolistic competition d) Pure competition e) Mixed competition

a

Which of the following firms would be most likely to have a monopoly for its competitive environment? a) TimeWarner Cable TV b) Mitchell Trucking c) Continental Airlines d) Rogers Plumbing e) Chemlawn Lawn Care

a

Which of the following is not at the generic competitor level for Ford's Expedition sport utility vehicle? a) Saturn SKY b) Enterprise car rental c) Harley Davidson motorcycle d) Schwinn mountain bike e) Taxi cab ride

a

XM Radio is concerned about how the increasing use of MP3 players will affect the future sales of its satellite radio service. The company decides to gather information about the changing trends in music access to prepare for this trend. XM Radio's process is called a) environmental scanning. b) target marketing. c) surveying. d) environmental analysis. e) dynamic responsiveness.

a

Although Matt's company engages in environmental scanning and analysis, he feels more comfortable changing his policies and strategies to adapt to environmental forces rather than trying to influence these forces. Matt has a(n) _____ approach to marketing environmental forces. a) inactive b) reactive c) proactive d) negative e) variable

b

Companies that compete for the same limited financial resources of the same customers are known as _________ competitors. a) oligopolic b) total budget c) generic d) product e) brand

b

Most marketers operate in a competitive environment of either a) oligopoly or monopoly. b) oligopoly or monopolistic competition. c) oligopoly or pure competition. d) monopoly or pure competition. e) pure competition or monopolistic competition.

b

The D-Lite Corporation produces a unique type of light bulb that is used in refrigerator manufacturing. D-Lite is the only maker of this light bulb, and there are no close substitutes for it. In this case, the D-Lite Corporation would be a) an oligopoly. b) a monopoly. c) involved in monopolistic competition. d) involved in perfect competition. e) involved in a perfect oligopoly.

b

Which of the following would represent a brand competitor for Ford's Escape Hybrid sport utility vehicle? a) Honda Pilot b) Toyota's Highlander Hybrid c) Honda Civic Hybrid d) Taxi ride e) Chevrolet Tahoe rented from Avis

b

__________ competitors provide very different products that satisfy the same basic customer need. a) Brand b) Generic c) Total budget d) Product e) Marketing

b

Collecting information from secondary sources such as business, government, trade, and general-interest publications plays an important role in a) environmental analysis. b) competitive forces. c) environmental scanning. d) procompetitive legislation. e) self-regulatory forces.

c

Companies that market products with similar features, benefits, and prices to the same customer group are known as _________ competitors. a) generic b) product c) brand d) total budget e) monopolistic

c

In today's marketing environment, competitors can take on many forms. For example, Diet Coke can be seen as a competitor to Wrigley's Double Mint chewing gum. In this circumstance, these two products are described as ___________ competitors. a) generic b) product c) total budget d) monopolistic e) pure

c

The American automobile industry used to be dominated by "The Big Three," including General Motors, Ford, and Chrysler. However, as many more foreign competitors began influencing this market, the American companies had to modify and differentiate their products. The automobile industry moved from a(n) ______ structure to a(n) _______ structure. a) monopolistic; oligopolistic b) oligopolistic; pure competition c) oligopolistic; monopolistic competition d) monopolistic competition; pure competition e) monopolistic; monopolistic competition

c

When marketers define their target market, they simultaneously establish a set of a) technologies. b) monopolies. c) competitors. d) government regulations. e) sociocultural forces.

c

After Home Depot gathers information related to its marketing environment, it attempts to define current environmental changes and predict future changes. This determines possible opportunities and threats facing the company. It illustrates the process that is called a) environmental scanning. b) survey of environment. c) marketing. d) environmental analysis. e) marketing information processing.

d

The four major competitive structures are a) monopolies, oligopolies, oligopolistic monopolies, and pure competition. b) pure competition, heavy competition, moderate competition, and light competition. c) brand, product, total budget, and generic. d) oligopolies, monopolies, monopolistic competition, and pure competition. e) monopolies, limited competition, oligopolistic competition, and pure competition.

d

The type of competitive structure that exists in the case where there are almost no substitutes for a product is a(n) a) monopolistic competition. b) oligopoly. c) pure competition. d) monopoly. e) noncompetition.

d

Three primary methods of collecting information for environmental scanning are a) marketing research, company records, and advance orders. b) secondary sources, company records, and observation. c) executive knowledge, media, and marketing research. d) observation, secondary sources, and marketing research. e) company database, executive knowledge, and research.

d

___________ competitors are those that compete in the same product class, but their products have different features, benefits, and prices. a) Total budget b) Generic c) Brand d) Product e) Price

d

Marketers who attempt to influence and change the various environmental forces have a(n) _____ response to these forces. a) reactive b) inactive c) variable d) positive e) proactive

e

Nabisco learned that health-conscious consumers preferred lower fat snack and lower-carbohydrate foods. At the same time, the firm saw sales of such products slumping and was careful not to launch any new varieties of these products for a while. Which of the following best describes Nabisco's action? a) Environmental scanning b) Environmental marketing c) Demarketing d) Segmentation e) Environmental analysis

e

The textbook suggests that the best approach a firm can take in responding to marketing environmental forces is a) reactive. b) proactive. c) inactive. d) active. e) variable.

e

When PepsiCo takes the information collected through research and attempts to assess and interpret what it means for its soft-drink marketing efforts, PepsiCo is engaged in environmental a) scanning. b) forces. c) management. d) manipulation. e) analysis.

e

When a firm has many potential competitors and tries to develop a marketing strategy to differentiate its products from the competitors' products, a(n) _______ structure exists in the competitive environment. a) oligopoly b) monopoly c) pure competition d) oligopolistic competition e) monopolistic competition

e

___________ competitors are the most significant to marketers because buyers see the different products of these firms as direct substitutes for each other. a) Oligopolic b) Total budget c) Generic d) Product e) Brand

e