BAB III

A marketing intelligence system is a set of procedures and

sources managers use to obtain _________.

forecasts about future sales

everyday information about developments in the
marketing environment
past trends in the industry
insights into why things are occurring in the marketing
environment
information about competitors offerings in the next
quarter

A fad is _________.

predictable, short-lived, and without social, economic and

political significance
unpredictable, short-lived, and without social, economic and
political significance
a direction or sequence of events that has some momentum
and durability
a direction or sequence of events that has no momentum or
durability
a large social, economic, political, and technological change

A trend is _________.

predictable, short-lived, and without social, economic and

political significance
unpredictable, short-lived, and without social, economic and
political significance
a direction or sequence of events that has some momentum
and durability
a direction or sequence of events that has no momentum and
durability
a large social, economic, political, and technological change

1
A megatrend is _________.

predictable, short-lived, and without social, economic and

political significance
unpredictable, short-lived, and without social, economic and
political significance
a direction or sequence of events that has some momentum
and durability
a direction or sequence of events that has no momentum and
durability
a large social, economic, political, and technological change
that is slow to form

According to the 2000 Census, approximately _________ percent

of Americans were white.

40
%
50
%
70
%
80
%
90
%

_________ shapes the beliefs, values, and norms that largely

define tastes and preferences.

Nature
Environme
nt
Family
Society

2
 Religion

A subculture consists of _________.

persistent cultural swings

beliefs passed on from parents to children and reinforced by major
social institutions
groups with shared values, beliefs, preferences, and behaviors.
individuals with varying needs
the society as a whole

The _________ environment is composed of laws, government

agencies, and pressure groups.

political-
legal
socio-
cultural
economic
demograph
ic
technologic
al

_________ has three main purposes: to protect companies from

unfair competition, to protect consumers from unfair business
practices, and to protect the interests of society from unbridled
business behavior.
Business
legislation
Society
Culture
Government

3
 The FDA

An organized movement of citizens and government to

strengthen the rights and powers of buyers is called _________.

business legislation
the consumerist
movement
relationship
marketing
organized consumers
competitive edge

A marketing information system consists of people, equipment,

and procedures to gather, sort, analyze, evaluate, and
distribute needed, timely and accurate information to
marketing decision makers.
True
False

The heart of the external records system is the order-to-

payment cycle.

True
False

The main demographic force that marketers monitor is

population.

4
 True
False

Food markers often target specific ethnic groups.

True
False

The "traditional household" consists of a husband, wife, and

children.

True
False

We are currently in a period of great migratory movements

between and within countries.

True
False

"Preservers" are people who attempt to defend society.

True
False

5
 Core beliefs and values are more open to change than are
secondary beliefs and values.

True
False

Oil is a infinite, renewable resource.

True
False

Many poor nations are doing little about pollution largely

because they lack the funds or the political will.

True
False

What are the steps a company can take to improve the quality of its
marketing intelligence?

The text describes ten megatrends that help shape the consumer
landscape. Name these trends.

6
Wells Fargo has the ability to track and analyze every bank
transaction made by its customers. The company then uses the
information to garner fresh insights. This technique is called
_________.
data mining
data processing
data warehousing
data delivery
database
management

Beanie Babies represent a _________.

fad
trend
megatrend
marketing
force
need

The increased attention to physical fitness and well being,

especially in the under 30 group, is an example of a _________.

fad
trend
megatrend

7
 marketing
force
need

The Yankelovitch Monitor interviews people to ascertain the

percentage of the population who share a particular attitude.
This type of research is attempting to _________.
spot threats and opportunities
spot cultural shifts
change culture
change attitudes
forecast the direction of the
stock market

In 2000 Proctor and Gamble set up a 65 person bilingual team

to better target Latino consumers. This illustrates the
company's concern with which force in the macro environment?
demograph
ic
natural
political-
legal
technologic
al
economic

When companies distinguish countries based on income levels,

they are considering the _________ environment.

political
physical
cultural
national
economi
c
8
"Creative Destruction" refers to _________.

the pollution caused by new technologies

new technologies hurting industries with old technology
the creative process is inherently a destructive process resulting in
a more complicated society
the creative process depletes natural resources
new technologies need new regulations which destroys the status
quo

Which of the following is NOT occurring as a result of

technological advances?

an accelerated pace of
change
unlimited opportunities for
innovation
overall lower business
productivity
varying R&D budgets
increased regulation

The federal agency that approves all drugs before they are sold
in the United States is the _________.

FTC
SEC
ERA
FDA
EPA

9
Groups that lobby government officials and pressure business
executives to pay more attention to consumers' rights are
called _________.
Political Action
Committees
Consumerists
Lobby Committees
Nationalists
Libertarians

A company's marketing information system should be a cross

between: what managers think they need, what managers
really need, and what is economically feasible.
True
False

A firm must monitor six major forces: demographic, economic,

social-cultural, natural, technological, and political-legal.

True
False

Mexico is a country with a very elderly population and a slow

population growth.

True
False

10
Baby boomers refer to the 78 million people born in the United
States between 1946 and 1964.

True
False

Generation-Xers put personal life ahead of work life.

True
False

Estimates indicate that by 2010, only one in five U.S.

households will consist of married couples with children under
the age of 18.
True
False

Believing in the institution of marriage is a core belief;

believing that people ought to get married early is a secondary
belief.
True
False

Oil, coal, platinum, zinc, silver are examples of finite renewable

resources.

True

11
 False

Two major trends in the political-legal environment deal with

the increase in business legislation and the growth of special
interest groups.
True
False

A major purpose of business legislation and enforcement is to

charge businesses with the social costs created by their
products or production processes.
True
False

"There is really no such thing as an Asian market." Explain the meaning of

this statement.

Name and describe briefly the four types of industrial structures.

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