Marter Essay

5610 Words Oct 4th, 2013 23 Pages
CHAPTER 4

THE MARKETING ENVIRONMENT

MULTIPLE CHOICE QUESTIONS

1. “________ fever” results from the convergence of a wide range of forces in the marketing environment—from technological, economic, and demographic forces to cultural, social, and political ones. a. Marketing b. Cultural c. Technographic d. Millennial

Answer: (d) Difficulty: (2) Page: 117

2. The ______________________ consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. a. marketing organization b. marketing system c. marketing network d. marketing
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demographic forces. b. marketing channel forces. c. technological forces. d. natural forces.

Answer: (b) Difficulty: (1) Page: 118, 123, Figure 4-4

7. Finance, research and development, purchasing, and manufacturing are all activities that are a part of which element of the microenvironment? a. the company’s internal environment b. the suppliers. c. the marketing channel firms d. the publics

Answer: (a) Difficulty: (1) Page: 119, Figure 4-1

8. __________ management sets the company’s mission, objectives, broad strategies, and policies. a. Top b. Mid-level c. Marketing d. Tactical

Answer: (a) Difficulty: (1) Page: 119

9. ________________ are an important link in the company’s overall “value delivery system” since they provide the resources needed by the company to produce its goods and services. a. Marketing intermediaries b. Competitor networks c. Suppliers d. Service representatives

Answer: (c) Difficulty: (2) Page: 119

10. _________________ help the company to promote, sell, and distribute its goods to final buyers. a. Marketing intermediaries b. Competitor networks c. Suppliers d. Service representatives

Answer: (a) Difficulty: (2) Page: 120

11. _____________ include resellers, physical distribution firms, marketing services

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