Chapter 3 Analyzing the Marketing Environment
1) 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 demographic environment
E) the global environment
Answer: B
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
2) 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) the cultural environment
C) strategic planning
D) target markets
E) the marketing mix
Answer: A
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
3) You are directed to study the demographic, economic, natural, technological, political, and
cultural factors that are larger societal forces affecting your company. What are you studying?
A) the macroenvironment
B) the microenvironment
C) the external environment
D) the marketing mix
E) the global environment
Answer: A
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
88
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
,4) Which of the following is NOT a type of factor in a company's macroenvironment?
A) demographic
B) economic
C) technological
D) competitive
E) political
Answer: D
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
5) All of the groups within a company are called the ________.
A) culture
B) diversity
C) internal environment
D) climate
E) range
Answer: C
Diff: 2 Page Ref: 67
Skill: Concept
Objective: 3-1
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 services agencies
D) resellers
E) suppliers
Answer: B
Diff: 1 Page Ref: 68
Skill: Concept
Objective: 3-1
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 services agencies
D) resellers
E) wholesalers
Answer: A
Diff: 1 Page Ref: 68
Skill: Concept
Objective: 3-1
89
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
,8) Currently, Diego Calabresa is employed by a firm that conducts marketing research and
creates ads for other companies that help them target and promote their products to the right
markets. Who is Diego's employer?
A) a financial intermediary
B) a physical distribution firm
C) a marketing service agency
D) a reseller
E) a green marketer
Answer: C
Diff: 2 Page Ref: 68
Skill: Concept
Objective: 3-1
9) A ________ is defined as any group that has an actual or potential interest in, or impact on, an
organization's ability to achieve its objectives.
A) team
B) competitor
C) market
D) public
E) intermediary
Answer: D
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1
10) Which of the following is NOT an example of the type of public that is part of a company's
marketing environment?
A) financial
B) media
C) government
D) citizen-action
E) marketing department
Answer: E
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1
90
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
, 11) 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) government
Answer: B
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1
12) A consumer organization, environmental group, or minority group has challenged your firm's
stand on a local issue. Your firm is being challenged by a ________ public.
A) local
B) general
C) government
D) citizen-action
E) media
Answer: D
Diff: 1 Page Ref: 69
AACSB: Reflective Thinking
Skill: Concept
Objective: 3-1
13) Workers, managers, and members of the board are all part of a company's ________ public.
A) general
B) internal
C) local
D) intermediary
E) market
Answer: B
Diff: 1 Page Ref: 69
Skill: Concept
Objective: 3-1
91
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
1) 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 demographic environment
E) the global environment
Answer: B
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
2) 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) the cultural environment
C) strategic planning
D) target markets
E) the marketing mix
Answer: A
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
3) You are directed to study the demographic, economic, natural, technological, political, and
cultural factors that are larger societal forces affecting your company. What are you studying?
A) the macroenvironment
B) the microenvironment
C) the external environment
D) the marketing mix
E) the global environment
Answer: A
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
88
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
,4) Which of the following is NOT a type of factor in a company's macroenvironment?
A) demographic
B) economic
C) technological
D) competitive
E) political
Answer: D
Diff: 1 Page Ref: 66
Skill: Concept
Objective: 3-1
5) All of the groups within a company are called the ________.
A) culture
B) diversity
C) internal environment
D) climate
E) range
Answer: C
Diff: 2 Page Ref: 67
Skill: Concept
Objective: 3-1
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 services agencies
D) resellers
E) suppliers
Answer: B
Diff: 1 Page Ref: 68
Skill: Concept
Objective: 3-1
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 services agencies
D) resellers
E) wholesalers
Answer: A
Diff: 1 Page Ref: 68
Skill: Concept
Objective: 3-1
89
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
,8) Currently, Diego Calabresa is employed by a firm that conducts marketing research and
creates ads for other companies that help them target and promote their products to the right
markets. Who is Diego's employer?
A) a financial intermediary
B) a physical distribution firm
C) a marketing service agency
D) a reseller
E) a green marketer
Answer: C
Diff: 2 Page Ref: 68
Skill: Concept
Objective: 3-1
9) A ________ is defined as any group that has an actual or potential interest in, or impact on, an
organization's ability to achieve its objectives.
A) team
B) competitor
C) market
D) public
E) intermediary
Answer: D
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1
10) Which of the following is NOT an example of the type of public that is part of a company's
marketing environment?
A) financial
B) media
C) government
D) citizen-action
E) marketing department
Answer: E
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1
90
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
, 11) 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) government
Answer: B
Diff: 1 Page Ref: 69
AACSB: Communication
Skill: Concept
Objective: 3-1
12) A consumer organization, environmental group, or minority group has challenged your firm's
stand on a local issue. Your firm is being challenged by a ________ public.
A) local
B) general
C) government
D) citizen-action
E) media
Answer: D
Diff: 1 Page Ref: 69
AACSB: Reflective Thinking
Skill: Concept
Objective: 3-1
13) Workers, managers, and members of the board are all part of a company's ________ public.
A) general
B) internal
C) local
D) intermediary
E) market
Answer: B
Diff: 1 Page Ref: 69
Skill: Concept
Objective: 3-1
91
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45 3
