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    Tutorial 11 Chap 3 Students

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    Jia Le
    The document discusses key concepts in marketing environment from a marketing tutorial. It covers: 1. The external/macro environment consists of uncontrollable forces outside of marketing that influence marketing decisions. This includes economic, technological, political/legal, and other factors. 2. Marketers must continually monitor the external environment due to constantly changing conditions. Factors like economic trends, technology, and customer demographics impact customer behavior. 3. The internal/micro environment includes controllable forces within the business like the company, suppliers, marketing intermediaries, customer markets, and other entities that influence marketing mix decisions. 4. Understanding cultural trends is important for marketers to adapt to shifting customer values and behaviors

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    Tutorial 11 Chap 3 Students

    Uploaded by

    Jia Le
    59 views3 pages
    The document discusses key concepts in marketing environment from a marketing tutorial. It covers: 1. The external/macro environment consists of uncontrollable forces outside of marketing that influence marketing decisions. This includes economic, technological, political/legal, and other factors. 2. Marketers must continually monitor the external environment due to constantly changing conditions. Factors like economic trends, technology, and customer demographics impact customer behavior. 3. The internal/micro environment includes controllable forces within the business like the company, suppliers, marketing intermediaries, customer markets, and other entities that influence marketing mix decisions. 4. Understanding cultural trends is important for marketers to adapt to shifting customer values and behaviors

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    The document discusses key concepts in marketing environment from a marketing tutorial. It covers: 1. The external/macro environment consists of uncontrollable forces outside of marketing that influence marketing decisions. This includes economic, technological, political/legal, and other factors. 2. Marketers must continually monitor the external environment due to constantly changing conditions. Factors like economic trends, technology, and customer demographics impact customer behavior. 3. The internal/micro environment includes controllable forces within the business like the company, suppliers, marketing intermediaries, customer markets, and other entities that influence marketing mix decisions. 4. Understanding cultural trends is important for marketers to adapt to shifting customer values and behaviors

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    59 views3 pages

    Tutorial 11 Chap 3 Students

    Uploaded by

    Jia Le
    The document discusses key concepts in marketing environment from a marketing tutorial. It covers: 1. The external/macro environment consists of uncontrollable forces outside of marketing that influence marketing decisions. This includes economic, technological, political/legal, and other factors. 2. Marketers must continually monitor the external environment due to constantly changing conditions. Factors like economic trends, technology, and customer demographics impact customer behavior. 3. The internal/micro environment includes controllable forces within the business like the company, suppliers, marketing intermediaries, customer markets, and other entities that influence marketing mix decisions. 4. Understanding cultural trends is important for marketers to adapt to shifting customer values and behaviors

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    © All Rights Reserved
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    of 3

    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

    1
    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.

    2
    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

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