Marketing Environment

Which of the following correctly lists actors in a company’s microenvironment?

• Suppliers, marketing intermediaries, technology, and publics.

• The economy, publics, competitors, and suppliers.

• Competitors, marketing intermediaries, suppliers, and publics.

• Suppliers, marketing intermediaries, competitors, and culture.

The most important actor in the company’s microenvironment is ...

• customers.

• suppliers.

• publics.

• competitors.

One challenge that marketers face regarding the macroenvironment is that ...

• changes in this environment are often unforeseeable and uncontrollable.

• because changes are predictable, the company has no advantage over competitors.

• competitors’ actions are not always predictable.

• forces in this environment are stable, so marketers must strive to innovate.

Ford offers a wide variety of cars that range from around $14,000 to over $54,000. This reflects which economic factor?

• Interest rates.

• Tax rates.

• Consumer spending.

• Income distribution.

One important reason that business legislation is enacted is to ...

• ensure that companies make profits.

• provide legal guidelines for businesses and marketers without actually enforcing them.

• protect consumers from unfair business practices.

• remove legal regulations from our free market economy.

Being proactive toward the marketing environment means that ...

• a company passively accepts the way things are.

• a company watches the environment and follows what competitors do.

• company develops strategies to change the environment.

• a company watches the environment and reacts to changes.

A firm is concerned about how to prepare for changes in its marketing environment. What advice would you give the firm?

• Don’t do anything until you see what your competitors are going to do.

• Things always change. There is not much that can be done about that.

• If its current strategy is working, there is no need to change it.

• Whenever possible, take a proactive approach to the environment.

The macroenvironment consists of larger societal forces, which include ...

• economic forces, political forces, and competitors.

• economic, political, and cultural forces.

• media, local, and financial publics.

• cultural forces, technology, and customers.

Demography studies statistics include ...

• age, gender, the economy, and race.

• age, gender, race, and occupation.

• the economy, technology, and age structure of the population.

• age, race, and culture.

Companies who passively accept the marketing environment ...

• use lobbying to influence legislation.

• view it as uncontrollable and do not attempt to change it.

• form contractual agreements to control their distribution channels.

• develop strategies to change the environment.