FHBM1124 Marketing

TUTORIAL 11
(Chapter 3: Marketing Environment)

Section A: Multiple Choice Questions

1. The _______ consists of the actors and forces outside marketing that affect
marketing managements ability to build and maintain successful relationships
with target customers.

A. business environment
B. marketing environment
C. external environment
D. internal environment

2. The external environment/macro environment _____.

A. can be controlled in much the same manner as the internal marketing mix
B. cannot be influenced by marketing managers
C. does not change over time
D. must be continually monitored by marketing managers

3. All of the following are factors in the external environment/macro environment

affecting marketing EXCEPT:

A. marketing mix
B. economic conditions
C. technology
D. political and legal factors

4. Susan is the director of marketing for a company that sells recreational vehicles and
is developing a marketing plan to cover the next five years of business. Which of the
following is an uncontrollable factor Susan must consider in her plan?

A. place or distribution factors

B. economic factors
C. promotional literature
D. pricing strategy for warranty services

5. Which of the following is NOT a demographic characteristic of a population?

A. income level
B. age
C. values
D. education

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6. Interest rates, inflation, and consumer income that influence the marketing
environment are called _____ factors.

A. economic
B. socio-demographic
C. political
D. government

7. The ________ involves the natural resources that are needed as inputs by marketers
or that are affected by marketing activities.

A. economic forces
B. natural forces
C. political forces
D. cultural forces

8. Blogs created by consumers can be used to assess customer attitudes toward new
products as well as customer perceptions of new products. Marketers ability to
search for key words used in the blogs is an example of a change in the _____
factor of the external environment.

A. psychographic
B. technological
C. demographic
D. economic

9. Which of the following is NOT internal environment/microenvironment?

A. Company
B. Supplier
C. Cultural
D. Marketing intermediaries

10. The economic forces/environment consists of factors that affect consumer purchasing
power and spending patterns. Which of the following refers to a middle class
incomer distribution?

A. Spending patterns are not affected by economic events & major market for
luxury goods.
B. Careful about spending but can still afford the good life some of the time
C. Must stick close to the basics of food, clothing, and shelter and must try
hard to save.
D. Retirees & person on welfare

Section B: Short Answer Questions

1. Demonstrate the differences between the microenvironment and the macro

environment by commenting on the forces that make each environment unique.

2. List and describe briefly FOUR (4) types of marketing intermediaries.

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3. What are the FIVE (5) types of customer markets that a company should study?

4. The cultural environment is made up of institutions and other forces that affect a
societys basic values, perceptions, preferences, and behaviors. Briefly explain why
marketers need to predict cultural shifts in the cultural environment?

Section C: Application Question

1. New technologies are continuously improving and replacing existing products.

Although technological change is often difficult to predict, suggest how the following
companies and products might be affected by the Internet and digital technologies:
(a) Fuji cameras and film
(b) Cathay Pacific Airlines