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Exam 5: Analyzing the Marketing Environment

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Question 61

Multiple Choice

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Which of the following groups has never lived without easy access to the Internet and other digital technologies?

A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z

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Question 62

Multiple Choice

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Christy,a marketing executive who was born in 1955,advocated that her company focus on a print campaign for its new line of lipsticks rather than spending money on online ads.This point of view may be attributed to the fact that she is a member of which generational cohort?

A) Baby Boomer
B) Gen X
C) Gen Y
D) Gen Z
E) Millennials

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Question 63

True/False

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By paying close attention to customer needs and continuously monitoring the business environment in which it operates,a good marketer can identify potential opportunities.

How can marketers identify potential opportunities?

You are the marketing manager of a fast-food business that wants to appeal to consumers focused on improving their health.Citing an example from the text,what marketing initiatives would you suggest the company take?

Why are generational cohorts important to marketers?

Irvina is a general practice physician.Her office includes a number of nurses,clerical assistants,and a physician's assistant.She runs a well-organized practice,but she depends on a variety of corporate partners to create value for her patients.Who are likely to be Irvina's corporate partners and how do they help or hinder her efforts to create value?

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in

Jeanne,who lives in Boston,refers to Pepsi as "tonic," while Paul,who lives in Chicago,calls it "pop." This is an example of a regional culture difference.

When marketers monitor the economic situation affecting their target markets,they are likely to monitor changes in all of the following except

Nearly what percentage of U.S.adults now recycle their soda bottles and newspapers?

For some products,marketers can combine education level with other data like occupation and income to obtain

Many American consumers are purchasing hybrid automobiles even though they are more expensive than conventional compact cars.These consumers

Late in the day on September 11,2001,the day of the World Trade Center attacks,Americans purchased all the American flags Walmart stores had available,nationwide.These purchases were indicative of

Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer.To accomplish this goal,Ryan's firm must look at everything it does

Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country.These politicians are appealing to differences in

Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors.Before initiating the promotional campaign,Yuri will assess his competitors' strengths,weaknesses,and

Typical demographic data include all of the following except

The United States has often been called the "melting pot" society,integrating people from many different cultures into the social fabric of the country.What challenges do marketers face in assessing U.S.culture?

In the immediate marketing environment,the first factor that affects the consumer is