61.The legislation created to limit the number of commercials aired during childrens
programming is called the ________.
78 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
a. Childrens Online Privacy Protection Act
b. Child Protection Act
c. Commercial Product Act
d. Childrens Television Act
e. Consumer Product Safety Act
62.Business legislation has been created for three basic reasons: to protect companies
from each other, to protect consumers, and to ________.
a. protect the interests of society
b. regulate prices
c. increase world trade
d. regulate monopolies
e. promote social responsibility
63.The recent rash of business scandals and increased concerns about the environment
have created fresh interest in the issues of ________ and ________.
a. ethics; promotion responsibility
b. ethics; social responsibility
c. finances; employee discrimination
d. management ethics; insider trading
e. promotion; pricing
64. A company or associations ________ is designed to help guide responses to complex
social responsibility issues.
a. code of ethics
b. cause-related marketing
c. discretion in enforcing regulations
e. core value system
65.The primary concern with the boom in e-commerce and Internet marketing is
b. false advertising
66. Cause-related marketing is ________.
a. a response to customer needs
b. a primary form of environmental awareness
c. a primary form of corporate giving
d. a response to corporate political problems
e. an attempt to influence customers core beliefs
67.A societys basic values, perceptions, preferences, and behaviors are all part of its
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Part 2: Understanding the Marketplace and Consumers
68.Marketers should understand that a societys core beliefs and values have a high
degree of ________.
69.A societys ________ are expressed in how people view themselves, organizations,
society, nature, and the universe.
a. social codes
b. cultural values
d. public policies
70.Watching the cultural trends of how people view others, observers have noted an
increased interest in ________.
a. socializing with co-workers
b. entertaining at home instead of going out
d. do-it-yourself projects
e. adventurous experiences
71. Watching the cultural trends of how people view organizations, observers have noted
that todays employees tend to be less loyal to and ________ of employers.
e. A and B
72.Since September 11, marketers have capitalized on the increased ________ of
d. foreign intolerance
73. Which of the following is a potential downside to using patriotic themes in marketing
a. Levels of patriotism fluctuate rapidly.
b. Patriotism has been on the decline in the past decade.
c. Such promotions can be viewed as attempts to gain from others triumph or
80 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
d. Americans are less confident in political organizations.
e. Few marketers currently use this technique.
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Part 2: Understanding the Marketplace and Consumers
Some cultural forecasters have noted a renewed American interest in ________.
a. dominating and taming nature
b. the fine arts
c. work as a source of satisfaction and self-definition
e. reforming society
74.Marketers can take a(n) ________ by taking aggressive action to affect the publics
and forces in their marketing environments.
a. environmental perspective
b. proactive stance
c. natural perspective
d. natural management perspective
e. relationship building perspective
75.Todays marketers must successfully build relationships to connect effectively with
customers, others in the company, and external partners.
76.When the marketing manager Suzie Kwan discusses factors and forces outside
marketing that affect marketing managements ability to build and maintain
successful relationships with target customers, she is talking about the external
77.Marketers, more than any other group in the company, must be aware of the
microenvironment and macroenvironment, tracking trends and seeking opportunities.
78. The microenvironment consists of larger societal forces that affect a company, such
as demographic, economic, political, and cultural forces.
79.The macroenvironment consists of the factors close to the company that affect its
ability to service its customers, such as suppliers, customer markets, competitors, and
80.Trudie Jones works for a distribution channel firm that helps several electronics
companies find customers or make sales to them. Trudie works for a reseller.
81.Marketing research firms, advertising agencies, media firms, and marketing
consulting firms are all referred to as marketing services agencies.
82. Todays marketers recognize the importance of working with their intermediaries as
channels through which they sell their products rather than as full-fledged partners.
83. As an employee of Bonkers Enterprises, Brianna Jones markets wild and crazy games
for teens to play at parties. Briannas customer market is a business market.
84. No single competitive marketing strategy is best for all companies.
85.Consumer organizations such as environmental and minority groups that may
question a companys marketing decisions are referred to as local publics.
82 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
86.The demographic environment is of major interest to marketers because it involves
people, and people make up markets.
87.The single most important demographic trend in the United States that marketers
should understand is the changing family structure.
88. As baby boomers reach their peak earning and spending years, they become markets
for high-ticket items.
89. Once thought of as slackers, Gen Xers are now displacing the lifestyles, culture, and
materialistic values of the baby boomers.
90.Millennials comprise the most commercially influential demographic group in
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