Chapter 3

Which of the following is NOT an actor within the microenvironment?

• Cultural forces

• The company

• Suppliers

• Marketing intermediaries

To sell products more efficiently and effectively, most manufacturers seek the assistance of all of the following marketing intermediaries EXCEPT:

• Resellers

• Financial institutions

• Physical distribution firms

• Suppliers

You and your marketing team must develop a plan to sell computer systems to telecommunications providers. This plan targets which of the following customer markets?

• Business market

• Consumer market

• International market

• Government market

A cosmetic manufacturer receives a letter from PETA, People for the Ethical Treatment of Animals, expressing concern over the use of animals in product testing. To which of the following publics does PETA belong to?

• Local

• Financial

• Citizen action

• Government

Alex was born in 1995. To which generation does he belong?

• Generation X

• Millennials or Generation Y

• Baby Boomers

• Boomerangs

Which of the following is NOT a current trend associated with the changing American household?

• The percent of married couples with children is increasing

• More people are divorcing, separating, and choosing not to marry

• The number of working women is increasing

• The number of nontraditional households is growing more rapidly

From a demographic point of view, your new Internet-service company stands a good chance of succeeding because of the U.S. population is:

• Becoming more ethnically diverse

• Growing older

• More inclined toward citizen action

• Becoming better educated

Factors that affect consumer buying power and spending patterns fall under which environment?

• Natural

• Cultural

• Economic

• Technological

For every pair of jeans purchased by customers, GAP is donating 5 dollars to WWF. This is an example of:

• Cause-related marketing

• Philanthropy

• Social marketing

• Cultural marketing