Chapter 3 Essay

9611 Words Dec 22nd, 2014 39 Pages
Chapter 3 Analyzing the Marketing Environment

1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within 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 demographic environment
E) the global environment
Answer: B
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1

2) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?
A) the marketing environment
B) the
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A) financial intermediaries
B) physical distribution firms
C) marketing services agencies
D) resellers
E) wholesalers
Answer: A
Diff: 1 Page Ref: 68
Skill: Concept
Objective: 3-1

8) Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. Who is Diego's employer?
A) a financial intermediary
B) a physical distribution firm
C) a marketing service agency
D) a reseller
E) a green marketer
Answer: C
Diff: 2 Page Ref: 68
Skill: Concept
Objective: 3-1

9) A ________ is defined as any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives.
A) team
B) competitor
C) market
D) public
E) intermediary
Answer: D
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1

10) Which of the following is NOT an example of the type of public that is part of a company's marketing environment?
A) financial
B) media
C) government
D) citizen-action
E) marketing department
Answer: E
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1

11) A

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