22324508 kotler03 gathering information and scanning the environment

8/11/2019 22324508 Kotler03 Gathering Information and Scanning the Environment

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'art )& $apt!ring arketing /nsights

9. ________ consists of people# e3!ipment# and proced!res to gather# sort# analy6e#e*al!ate# and distrib!te needed# timely# and acc!rate information to marketingdecision makers.a. A marketing information systemb. A marketing research system

c. A marketing intelligence systemd. A promotional campaigne. A marketing database

Ans%er& a 'age& (2 Le*el of diffic!lty& edi!m

:. The companys marketing information system sho!ld be a cross bet%een %hatmanagers think they need# %hat managers really need# and ________.a. %hat the marketing research department is able to dob. %hat cons!mers are %illing to sharec. %hat the competition is doingd. %hat is acceptable ind!stry practice

e. %hat is economically feasibleAns%er& e 'age& (2 Le*el of diffic!lty& edi!m

7. arketing managers rely on internal reports. ;y analy6ing this information# they canspot ________.a. micro


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12. The )888 U.S. cens!s pro*ides an in


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$hapter 2& athering /nformation and Scanning the +n*ironment

1(. ________ ha*e been described as >large social# economic# political and technologicalchanges FthatG are slo% to form# and once in place# they infl!ence !s for some timeHbet%een se*en and ten years# or longer.a. 0adsb. 0ashions

c. Trendsd. egatrendse. Styles

Ans%er& d 'age& (( Le*el of diffic!lty& edi!m

1=. "hich of the follo%ing minority gro!ps in the United States has been associated %ithone of the ten megatrends shaping the cons!mer landscape5a. African Americansb. Asian Americansc. +!ropean Americansd. ispanic Americans

e. iddle +astern AmericansAns%er& d 'age& (= Le*el of diffic!lty& edi!m

1@. The beginning of the ne% cent!ry bro!ght a series of ne% challenges. All of thefollo%ing %o!ld be considered to be among those challenges +4$+'T ________.a. a deterioration of inno*ati*e ideasb. steep decline of the stock marketc. increasing !nemploymentd. corporate scandalse. the rise of terrorism

Ans%er& a 'age& (= Le*el of diffic!lty& edi!m

)8. "ith the rapidly changing global pict!re# the firm m!st monitor si, major forces. Allof the follo%ing %o!ld be among those forces +4$+'T ________.a. demographicb. economicc. social


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)). The pop!lation e,plosion has been a so!rce of major concern. Unchecked pop!lationgro%th and cons!mption co!ld e*ent!ally res!lt in all of the follo%ing +4$+'T________.a. ins!fficient food s!pplyb. depletion of key minerals

c. o*ercro%dingd. restrictions on competitione. poll!tion

Ans%er& d 'age& (@ Le*el of diffic!lty& +asy

)2. -ne impact of e,plosi*e pop!lation gro%th is ill!strated by the case of $hina. The$hinese go*ernment passed reg!lations limiting families to one child. -neconse3!ence of these reg!lations is that ________.a. the children are so f!ssed o*er and spoiled that they become >little emperors?b. school enrollments are droppingc. the fledgling a!tomoti*e b!siness in $hina %ill not ha*e c!stomers in a fe% years

d. open rebellion is being preachede. >child


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)7. At one time the United States %as called a >melting pot? society beca!se of then!mber of different c!lt!res that %ere integrated into the U.S. c!lt!re. Today# theUnited States is described as a ________ society beca!se many ethnic gro!ps aremaintaining their ethnic differences# neighborhoods# and c!lt!res.a. >boiling pot?

b. >salad bo%l?c. >banana split?d. >do!bled !p?e. >non


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28. The ________ ho!sehold consists of a h!sband# %ife# and children Cand sometimesgrandparents.a. >traditional?b. >e,tended?c. >di*ersity?

d. >modern?e. >re*ised?Ans%er& a 'age& =2 Le*el of diffic!lty& edi!m

21. arried co!ple ho!seholdsHthe dominant cohort since the form!lation of the UnitedStatesHhas slipped from nearly =8 percent in the 1@:8s to aro!nd ________ percenttoday.a. (8b. 78c. :8d. 98

e. 2:Ans%er& c 'age& =2 Le*el of diffic!lty& ard

2). The t%enty


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29. arketers look at %here cons!mers are gathering. Almost one in ________ peopleo*er the age of fi*e C1)8 million mo*ed at least one time bet%een 1@@: and )888#according to a $ens!s )888 brief.a. t%ob. three

c. fo!rd. fi*ee. ten

Ans%er& a 'age& =: Le*el of diffic!lty& ard2:. /n %hich of the follo%ing economies %o!ld %e e,pect to find fe% opport!nities for

marketers5a. /nd!striali6ing economies.b. Land


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92. 'eople *ary in their attit!des to%ard society and react accordingly. ________ are amajor market for mo*ies# m!sic# s!rfing# and camping.a. akersb. 'reser*ersc. +scapers

d. $hangerse. De*elopersAns%er& c 'age& == Le*el of diffic!lty& +asy

99. All of the follo%ing ha*e been cited by the te,t as being among Americans core*al!es +4$+'T ________.a. they belie*e in %orkb. they belie*e in getting marriedc. they belie*e in gi*ing to charityd. they belie*e in being honeste. they belie*e in se,!al permissi*eness

Ans%er& e 'age& == Le*el of diffic!lty& +asy

9:. "hich of the follo%ing %o!ld be the best ill!stration of a secondary belief or *al!e5a. ;elief in %ork.b. ;elief in gi*ing to charity.c. ;elief in getting married.d. ;elief in getting married early.e. ;elief in being honest.

Ans%er& d 'age& == Le*el of diffic!lty& edi!m

97. "hich of the follo%ing is by far the most pop!lar American leis!re acti*ity in that itis preferred by :@ percent of ad!lts %ho participate in s!ch acti*ities5a. ardening.b. "alking for e,ercise.c. S%imming.d. 'hotography.e. Jogging or r!nning.

Ans%er& b 'age& =@ Le*el of diffic!lty& edi!m

9(. +ach society contains ________# gro!ps %ith shared *al!es emerging from theirspecial life e,periences or circ!mstances.a. demographic segmentsb. cli3!esc. cons!mer b!ndlesd. s!bc!lt!rese. beha*ioral niches

Ans%er& d 'age& =@ Le*el of diffic!lty& edi!m

(8


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9=. "hich of the follo%ing %o!ld be the best ill!stration of a s!bc!lt!re5a. A softball team.b. A !ni*ersity al!mni association.c. Teenagers.d. A ;oy Sco!t troop.

e. 0re3!ent flyers.Ans%er& c 'age& =@ Le*el of diffic!lty& edi!m

9@. All of the follo%ing +4$+'T ________ ha*e been fo!nd to infl!ence yo!ng peopletoday and ca!se a shift of secondary cores *al!es for this gro!p.a. U)s ;ono.b. +l*is 'resley.c. The K;As Le;ron James.d. olfs Tiger "oods.e. Skateboarder Tony a%k.

Ans%er& b 'age& =@ Le*el of diffic!lty& +asy

:8. Altho!gh core *al!es are fairly persistent# c!lt!ral s%ings do take place. ________ca!sed s!ch a s%ing in the [email protected]. 0ord otor $ompanyb. eorge co*ernc. ./. Joe action charactersd. The infomerciale. The ;eatles

Ans%er& e 'age& =@ Le*el of diffic!lty& edi!m

:1. arketers need to be a%are of threats and opport!nities associated %ith fo!r trends inthe nat!ral en*ironment. All of the follo%ing are among those trends +4$+'T________.a. the shortage of ra% materialsb. the increased cost of energyc. near @8 percent corporate s!pport for >green ca!ses?d. increased poll!tion le*else. the changing role of go*ernments

Ans%er& c 'age& @8 Le*el of diffic!lty& +asy

:). "ith respect to the shortage of ra% materials# air and %ater are classified as________ reso!rces. o%e*er# as %e kno%# problems are beginning to plag!e botho!r air and %ater 3!ality.a. infiniteb. near finitec. finite rene%abled. finite nonrene%ablee. absol!te

Ans%er& a 'age& @8 Le*el of diffic!lty& edi!m

(1


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:2. -ne finite nonrene%able reso!rce# ________# has created serio!s problems for the%orld economy. ;eca!se of anticipated shortages# in*estment and commoditymarkets ha*e had %ild s%ings.a. %aterb. air

c. s!gard. coffeee. oil

Ans%er& e 'age& @8 Le*el of diffic!lty& +asy

:9. 0rom a branding perspecti*e# >green marketing? programs ha*e not been entirelys!ccessf!l. ________ has been cited as one of the obstacles that m!st be o*ercomefor >green marketing? programs to be more s!ccessf!l.a. -*ere,pos!re and lack of credibilityb. igh costc. 'oor promotions

d. esistance by the yo!th segment in the marketplacee. Lack of s!pport by go*ernmental agencies and concernsAns%er& a 'age& @1 Le*el of diffic!lty& ard

::. "hich of the follo%ing co!ntries is noted for their >green mo*ement? and s!pport%ithin its go*ernment for en*ironmental 3!ality enhancement5a. e,icob. $hinac. ermanyd. +nglande. /taly

Ans%er& c 'age& @1 Le*el of diffic!lty& edi!m

:7. The marketer sho!ld monitor the follo%ing trends in technology# +4$+'T ________#if progress is to be made in b!siness.a. the pace of changeb. the diffic!lties fo!nd in sharing informationc. the opport!nities for inno*ationd. *arying OD b!dgetse. increased reg!lation

Ans%er& b 'age& @) Le*el of diffic!lty& ard

:(. According to some ind!stry analysts and in*entors# ________ %ill e*ent!ally eclipsethe '$ as o!r most important technological de*ice.a. i'odb. DTNc. holographic tele*isiond. the mobile phonee. solar


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:=. All of the follo%ing %ill most likely be among the ad*antages for a society thatembraces telecomm!ting as an employmentPcomm!nication alternati*e +4$+'T________.a. red!ction of a!to poll!tionb. bringing the family closer together

c. increased bon!ses and compensation perksd. creating more home


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79. The heart of the internal records system is the bar code.Ans%er& 0alse 'age& (2 Le*el of diffic!lty& edi!m

7:. According to principles fo!nd in database constr!ction and !sage# a >carpet bombing?mail o!t of a ne% offer is !s!ally the most s!ccessf!l strategy.

Ans%er& 0alse 'age& (9 Le*el of diffic!lty& edi!m

77. The internal records system s!pplies results data# b!t the marketing intelligencesystem s!pplies happeningsdata.

Ans%er& Tr!e 'age& (9 Le*el of diffic!lty& +asy

7(. /f a company %ere p!rs!ing a policy of net%orking e,ternally it might collectcompetitors ads or look !p ne%s stories abo!t competitors.

Ans%er& Tr!e 'age& (: Le*el of diffic!lty& edi!m

7=. -ne of the %ays to find rele*ant online information on competitors strengths and

%eaknesses might be to fre3!ent distrib!tor or sales agent feedback sites.Ans%er& Tr!e 'age& (7 Le*el of diffic!lty& edi!m

7@. A style is !npredictable# short


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((. According to pop!lation st!dies# en 4 Cn!mbering () million is almost the samesi6e as the h!ge baby boomer market.

Ans%er& 0alse 'age& =1 Le*el of diffic!lty& edi!m

(=. At present the largest minority in the United States is the Latinos %ith 12 percent of

the total pop!lation.Ans%er& 0alse 'age& =1 Le*el of diffic!lty& edi!m

(@. /n the United States# 18 to 1: percent of the pop!lation may be f!nctionally illiterate.Ans%er& Tr!e 'age& =2 Le*el of diffic!lty& edi!m

=8. ;ased on research done in +ngland# a concl!sion dra%n abo!t families is that >friendsare the ne% family.?

Ans%er& Tr!e 'age& =2 Le*el of diffic!lty& ard

=1. According to st!dies of minority markets# the disabled market is ten times more likely

to be in a professional job# almost t%ice as likely to o%n a *acation home# eight timesmore likely to o%n a notebook comp!ter# and t%ice as likely to o%n indi*id!al stocksas compared to the general pop!lation.

Ans%er& 0alse 'age& =9 Le*el of diffic!lty& edi!m

=). Urban markets are once again gro%ing beca!se of higher birth rates# a lo%er deathrate# and rapid gro%th from foreign immigration.

Ans%er& Tr!e 'age& =9 Le*el of diffic!lty& edi!m

=2. The small officeHhome office segment of o!r society has gro%n to nearly 98millionE thereby# boosting the sales of electronic con*eniences and ready to assemblef!rnit!re.

Ans%er& Tr!e 'age& =: Le*el of diffic!lty& edi!m

=9. Almost one in t%o people o*er the age of fi*e C1)8 million mo*ed at least one timebet%een 1@@: and )888# according to a $ens!s )888 brief.

Ans%er& Tr!e 'age& =: Le*el of diffic!lty& edi!m

=:. A*ailable p!rchasing po%er in an economy depends on mainly one facetHs!pply anddemand.

Ans%er& 0alse 'age& =: Le*el of diffic!lty& +asy

=7. A good ill!stration of a ra%


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==. Thro!gh o!tso!rcing# companies can feasibly c!t bet%een )8 to (8 percent of theirlabor costs.

Ans%er& Tr!e 'age& =( Le*el of diffic!lty& +asy

=@. >'leas!re seekers? of the 1@(8s had their beliefs# *al!es# and norms shaped by views

of others.Ans%er& 0alse 'ages& =(== Le*el of diffic!lty& edi!m

@8. /f a single person has a home entertainment system that is rich in tele*isioncapabilities and home *ideo games# he or she may be !sing s!ch a system as a >socials!rrogate.?

Ans%er& Tr!e 'age& == Le*el of diffic!lty& edi!m

@1. /n recent years# beca!se of a to!gh job market# there has been an increasing amo!ntof organi6ational loyalty among most employees.

Ans%er& 0alse 'age& == Le*el of diffic!lty& edi!m

@). /f a yo!ng college st!dent decides to join the military to defend the principles of hisor her co!ntry# the st!dent %o!ld be classified as a >changer.?

Ans%er& 0alse 'age& == Le*el of diffic!lty& edi!m

@2. ost Americans still belie*e in getting married as a core belief.Ans%er& Tr!e 'age& == Le*el of diffic!lty& +asy

@9. Teenagers %o!ld be a good e,ample of a culturein the United States.Ans%er& 0alse 'age& =@ Le*el of diffic!lty& edi!m

@:. arketers need to be a%are of the threats and opport!nities associated %ith the trendto%ard increased poll!tion le*els.

Ans%er& Tr!e 'age& @8 Le*el of diffic!lty& edi!m

@7. esearch st!dies ha*e sho%n that cons!mers as a %hole may not be %illing to pay apremi!m for en*ironmental benefits.

Ans%er& Tr!e 'age& @1 Le*el of diffic!lty& +asy

@(. +*ery ne% technology is a force for >creati*e destr!ction.?Ans%er& Tr!e 'age& @) Le*el of diffic!lty& +asy

@=. Nirt!al reality is gi*ing cons!mers %hat they dream abo!t.Ans%er& 0alse 'age& @2 Le*el of diffic!lty& edi!m

@@. -ne of the major trends in the political


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189. List and briefly describe the fo!r main %ays marketers can find rele*ant onlineinformation on competitors strengths and %eaknesses# and s!mmary commentsand o*erall performance rating of a prod!ct# ser*ice# or s!pplier.

S"gge&ted An&(er:The fo!r %ays are& C1 independent c!stomer goods and

ser*ice re*ie% for!msE C) distrib!tor or sales agent feedback sitesE C2 combotraditional ho!sehold?that consists of a h!sband# %ife# and children Cand sometimes grandparents. Iet#in the United States today# one o!t of eight ho!seholds is >di*erse? or>nontraditional#? and incl!des a *ariety of ho!sehold types and membersE and C)married co!ple ho!seholdsHthe dominant cohort since the formation of the

United StatesHha*e slipped from =8 percent in the 1@:8s to aro!nd :8 percenttoday. Kearly 28 percent of ho!seholds are singles or li*e


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18=. 'eople absorb# almost !nconscio!sly# a %orld*ie% that defines their relationships.List and describe the >*ie%s? that assist or retard this relationship de*elopmentprocess.

S"gge&ted An&(er: The *ie%s are& C1 *ie%s of themsel*esE C) *ie%s of othersE

C2 *ie%s of organi6ationsE C9 *ie%s of societyE C: *ie%s of nat!reE and C7 *ie%sof the !ni*erse. St!dents sho!ld characteri6e each based on materials presented inthe te,t.'ages& =(== Le*el of diffic!lty& ard

18@. Describe the differences bet%een a core belief and a secondary belief. List theprimary core beliefs of Americans as re*ealed by the te,t.

S"gge&ted An&(er: The people li*ing in a partic!lar society hold many corebeliefsand *al!es that tend to persist. ost Americans still belie*e in %ork# ingetting married# in gi*ing to charity# and in being honest. $ore beliefs and *al!es

are passed on from parents to children and are reinforced by major socialinstit!tions Ce.g.# schools# ch!rches# b!sinesses# and go*ernments. Secondarybeliefs and *al!es are more open to change. ;elie*ing in the instit!tion ofmarriage is a core beliefE belie*ing that people o!ght to get married early is asecondary belief. arketers ha*e some chance of changing secondary beliefs.There is little chance to change a core belief or *al!es.'ages& ===@ Le*el of diffic!lty& edi!m

118. any marketers ha*e tried and failed %ith >green sales pitches? Cappeals to onesen*ironmental good sense o*er the past decade. "hat obstacles Cas cited by thete,t did this mo*ement enco!nter5 ;e s!re to briefly e,plain each obstacle.

S"gge&ted An&(er: The obstacles %ere& C1 o*ere,pos!re and lack of credibilityEC) cons!mer beha*iorE and C2 poor implementation. 0or an e,planation of eachsee chapter material.'age& @1

Le*el ofdiffic!lty&edi!m

(@


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APPLICATION QESTIONS

!"#tip#e Choice

111. D!'ont commissioned marketing st!dies to !nco*er personal pillo% beha*ior forits Dacron 'olyester !nit that s!pplies filling to pillo% makers and sells its o%n$omforel brand. "hich of the follo%ing %as re*ealed by research to be theprimary challenge faced by D!'ont in e,panding sales in the pillo% ind!stry5a. 'rice.b. 'eople dont %ant to gi*e !p their old pillo%s.c. The smell associated %ith polyester.d. The lack of a fa*orable rep!tation in the ind!stry.e. $ompetition from $hina.

Ans%er& b 'age& () Le*el of diffic!lty& edi!m

11). Ass!me that yo! are a marketing information specialist for a large clothingman!fact!rer. Io!r task is to get f!nctional managers to !se the companys /Ssystem on a more reg!lar basis. All of the follo%ing 3!estions are %o!ld beamong those that might be s!bmitted to those managers to pi3!e their interest in/S +4$+'T# ________5

a. "hat is yo!r appraisal of the b!dget for yo!r f!nctional area this yearb. "hat decisions do yo! reg!larly makec. "hat information do yo! need to make these decisionsd. "hat topics %o!ld yo! like to be kept informed ofe. "hat data analysis programs %o!ld yo! %ant

Ans%er& a 'age& (2 Le*el of diffic!lty& +asy

112. As the manager of an organi6ation that is attempting to b!ild a /S# yo! ha*ebeen informed that a /S is b!ilt !pon three f!ndamental information so!rces.The so!rces are ________# marketing intelligence acti*ities# and marketingresearch.a. e,ternal records and doc!mentsb. databases fo!nd on the /nternetc. cons!ltant reportsd. internal company recordse. secondary data from go*ernment so!rces s!ch as the ;etter ;!siness ;!rea!

Ans%er& d 'age& (2 Le*el of diffic!lty& ard

=8


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11=. ore than half of all U.S. %orkers are employed in ________# in professional orrelated occ!pations# or in a sales or other office


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1)). A fre3!ently noted megatrend in the United States is the increase percentage of________ in the total pop!lationE they made !p half of all ne% %orkers in the pastdecade.

Asians Ce,cl!ding $hineseb. /ndians

c. $hinesed. ispanicse. Africans

Ans%er& D 'age& =1 Le*el of diffic!lty& edi!m

1)2. ;eca!se of heightened competition for top st!dents and concerns abo!tinstit!tional rep!tations and rankings# many !ni*ersities are no% increasingmarketing efforts %ith the p!rpose of ________.a. creating *irt!al ed!cational processesb. creating definable >brands?c. stim!lating >f!n? on camp!s

d. managing organi6ational reso!rcese. delaying beltcomm!ne.? As a )8


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1)7. The o!tso!rcing %a*e Ccomp!ter analysis and soft%are design that has beene,perienced by /ndia %ith its yo!ng technologicallyliberation children? are 3!estioning ________.

the ta, system of the co!ntry

b. the political parties of /ndia for rele*ancec. the meaning of lifed. their charitable responsibilitiese. conser*ati*e traditions s!ch as arranged marriages and no p!blic kissing

Ans%er& e 'age& =7 Le*el of diffic!lty& edi!m

1)(. "illiam rose rapidly in his organi6ation and %as the yo!ngest $+- in thecompanys history. is selfgreen marketing? and make s!re en*ironmentalinitiati*es are implemented# some companies recommend relying on the efforts ofa ________.a. senior ethics officerb. market ma*enc. reen $hampiond. *ice


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128. ________ lobby go*ernment officials and press!re b!siness e,ec!ti*es to paymore attention to cons!mers rights# %omens rights# senior citi6ens rights#minority rights# and gay rights.a. 'olitical action committees C'A$sb. Uni*ersities and colleges

c. The ;etter ;!siness ;!rea!d. The U.S. $hamber of $ommercee. an!fact!ring trade associations CTAs

Ans%er& a 'age& @: Le*el of diffic!lty& +asy

Short An&(er

121. Altho!gh e*ery manager in an organi6ation needs to obser*e the o!tsideen*ironment# marketers ha*e t%o ad*antages. "hat are those t%o ad*antages5

S"gge&ted An&(er:The t%o ad*antages are& C1 they ha*e disciplined methodsfor collecting information and C) they spend more time interacting %ithc!stomers and obser*ing competition.'age& () Le*el of diffic!lty& edi!m

12). /f yo! %ere a companys marketing information manager# yo! %o!ld need toreali6e that yo!r marketing information system sho!ld be a cross bet%een threeareas of concern Ctho!ghts for managers %ith respect to information. "hat arethose three concerns Ctho!ghts5

S"gge&ted An&(er:The three concerns Ctho!ghts are& C1 %hat managers think

they need# C) %hat managers really need# and C2 %hat is economically feasible.'age& (2 Le*el of diffic!lty& edi!m

122. "hat typically %o!ld be the f!nction of a sales information system5 Think of ane,ample to ill!strate s!ch a f!nction.

S"gge&ted An&(er: A sales information system typically s!pplies acc!rate andtimely reports on c!rrent sales. See the e,ample of "al


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199. As indicated in the te,t# A' p!rs!es a segmented market strategy %ith three tiersof retail clothing stores. +,plain the A' tier system and indicate e,amples of thetiers.

S"gge&ted An&(er:A' has the !pscale ;anana ep!blic# the midpleas!re seekers.? -thersso!ght selfgreen marketing? mo*ement is associated %ith>en*ironmentally friendly? prod!cts and marketing programs. These programs%ere matched to cons!mers gro%ing interest in en*ironmental iss!es.'age& @1 Le*el of diffic!lty& edi!m

19=. "hat fo!r trends in technology sho!ld marketers monitor5

S"gge&ted An&(er: The fo!r trends are& C1 the pace of change# C) theopport!nities for inno*ation# C2 *arying OD b!dgets# and C9 increasedlegislation.'age& @) Le*el of diffic!lty& ard

==


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19@. "ith respect to opport!nities for inno*ation# characteri6e the po%er of *irt!alreality for the marketer.

S"gge&ted An&(er:Nirt!al reality is the combination of technologies that allo%s!sers to e,perience three

22324508 kotler03 gathering information and scanning the environment

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