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1. Which of the following terms is used to describe the factors and forces outside
marketing that affect marketing management’s ability to build and maintain
successful relationships with target customers?
a. the marketing environment
b. strategic planning
c. target markets
d. the marketing mix
e. none of the above
2. You are directed to study the actors close to the company that affect its ability
to serve its customers—departments within the company, suppliers, marketing
intermediaries, customer markets, competitors, and publics. What are you studying?
a. the macroenvironment
b. the microenvironment
c. the marketing environment
d. the green movement
e. the global environment
3. You are directed to study the factors that are larger societal forces that affect your
company—demographic, economic, natural, technological, political, and cultural.
What are you studying?
a. the macroenvironment
b. the microenvironment
c. the marketing environment
d. the marketing mix
e. the global environment
4. Which of the following is not a type of factor in a company’s macroenvironment?
a. demographic
b. economic
c. technological
d. competitors
e. political
5. All of the groups within a company are called the ________.
a. culture
b. diversity
c. internal environment
d. climate
e. range
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 69
Part 2: Understanding the Marketplace and Consumers
6. Which type of organization helps companies to stock and move goods from their
points of origin to their destination?
a. financial intermediaries
b. physical distribution firms
c. marketing service firms
d. resellers
e. suppliers
7. Banks, credit companies, insurance companies, and other businesses that help finance
transactions or insure against the risks associated with the buying and selling of goods
and services are referred to as ________.
a. financial intermediaries
b. physical distribution firms
c. marketing service agencies
d. resellers
e. wholesalers
8. Percy Original caters to a market of individuals and households that buys goods and
services for personal consumption. What type of market does Percy Original cater to?
a. business
b. reseller
c. government
d. consumer
e. marketing intermediary
9. Which type of market buys goods and services for further processing or for use in the
production process?
a. business
b. reseller
c. wholesale
d. consumer
e. retail
10.Rachel Patino works for a wholesale company called Distributors Unlimited. She
is responsible for buying and selling goods at a profit to small retailers. What is her
market?
a. business
b. reseller
c. wholesale
d. consumer
e. retail
11.A company’s marketing environment includes various ________ that are made up
of groups that have an actual or potential interest in, or impact on, an organization’s
ability to achieve its objectives.
70 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
a. teams
b. audiences
c. markets
d. publics
e. intermediaries
12.Which of the following is not an example of a public that is part of a company’s
marketing environment?
a. financial
b. media
c. government
d. citizen-action
e. marketing department
13. A radio station that carries news, features, and editorial opinions about your area is
which type of public?
a. financial
b. media
c. citizen-action
d. local
e. regional
14.A consumer organization, environmental group, or minority group has challenged
your firm’s stand on a local issue. This is the ________ public.
a. general
b. local
c. government
d. citizen-action
e. media
15. Workers, managers, and members of the board of directors are all part of a company’s
________.
a. general public
b. internal public
c. local public
d. intermediary public
e. market public
16.Your marketing department is currently researching the size, density, location, age,
and occupations of your target market. Which environment is being researched?
a. demographic
b. psychographic
c. economic
d. geographic
e. cultural
17. The three largest age groups in America are the baby boomers, Generation Xers, and
________.
a. seniors
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 71
Part 2: Understanding the Marketplace and Consumers
b. Millennials
c. teens
d. tweens
e. toddlers
18. The most commercially influential American demographic group today is ________.
a. Generation X
b. the baby boomers
c. the Millennials
d. the seniors
e. the infants
19. Research has shown that the most important demographic trend in the United States is
the ________.
a. changing age structure of the population
b. mobility of people
c. slowing birth rate
d. increase in professional jobs
e. aging population
20. Baby boomers were born between the years 1946 and _____.
a. 1954
b. 1960
c. 1964
d. 1970
e. 1980
21. Which of the following descriptions most accurately characterizes the baby boomers?
a. They are aging and slowing down.
b. They are a shrinking market for new housing and home remodeling.
c. They are past their peak earning and spending years.
d. They hold 75% of the country’s financial assets.
e. They are uninterested in adapting new technologies.
22.Which demographic group has a relatively cautious economic outlook, cares about
the environment, and responds favorably to socially responsible companies?
a. Generation X
b. Millennials
c. Generation Y
d. baby boomers
e. teenagers
23. Which of the following descriptions most accurately characterizes Gen Xers?
a. There are more Gen Xers than Millennials.
b. They were the first generation of latchkey kids.
c. They grew up during times of great economic growth.
d. They are more interested in acquiring goods than having experiences.
e. They rarely research a product before purchasing it.
72 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
24. Which demographic group is also referred to as the echo boomers?
a. Generation X
b. Millennials
c. Generation Z
d. Baby boomers
e. Baby busters
25. Which demographic group has created large tween and teen markets?
a. Generation X
b. Millennials
c. baby busters
d. baby boomers
e. the elderly
26. Which of the following descriptions most accurately characterizes Millennials?
a. They are children of baby boomers.
b. They are less ethnically diverse than Gen Xers.
c. They have reached their peak earning and spending years.
d. They were once labeled “the MTV generation.”
e. They have graduated from college and are taking over positions of power in the
business world.
27.Which demographic group is characterized by a total fluency and comfort with
computer, digital, and Internet technology?
a. Generation X
b. Millennials
c. the elderly
d. Generation Z
e. baby boomers
28.Defining people by their birth date may be less effective than segmenting them by
their ________ or ________.
a. income; occupation
b. lifestyle; occupation
c. lifestyle; life stage
d. occupation; life stage
e. gender; sexual preference
29. Which of the following demographic groups has not seen a percentage increase in the
past 50 years?
a. women staying at home with their children
b. men staying at home with their children
c. nontraditional households
d. nonfamily households
e. women working outside of the home
30. _____ households are now growing faster than ________ households.
a. Traditional; nontraditional
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 73
Part 2: Understanding the Marketplace and Consumers
b. Large; traditional
c. Nontraditional; smaller
d. Nontraditional; traditional
e. Male-dominant; female-dominant

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