【正文】 ice sites Answer: c Page: 77 Level of difficulty: Hard 15. A ________ is ―unpredictable, shortlived, and without social, economic, and political significance.‖ a. fad b. fashion c. trend d. megatrend e. style Answer: a Page: 77 Level of difficulty: Medium 16. A ________ is a direction or sequence of events that has some momentum and durability。 the shape of the future is revealed and many opportunities are provided. a. fad b. fashion c. trend d. megatrend e. style Answer: c Page: 77 Level of difficulty: Hard Part 2: Capturing Marketing Insights 64 17. ________ have been described as ―large social, economic, political and technological changes [that] are slow to form, and once in place, they influence us for some time—between seven and ten years, or longer. a. Fads b. Fashions c. Trends d. Megatrends e. Styles Answer: d Page: 77 Level of difficulty: Medium 18. Which of the following minority groups in the United States has been associated with one of the ten megatrends shaping the consumer landscape? a. African Americans b. Asian Americans c. European Americans d. Hispanic Americans e. Middle Eastern Americans Answer: d Page: 78 Level of difficulty: Medium 19. The beginning of the new century brought a series of new challenges. All of the following would be considered to be among those challenges EXCEPT ________. a. a deterioration of innovative ideas b. steep decline of the stock market c. increasing unemployment d. corporate scandals e. the rise of terrorism Answer: a Page: 78 Level of difficulty: Medium 20. With the rapidly changing global picture, the firm must monitor six major forces. All of the following would be among those forces EXCEPT ________. a. demographic b. economic c. socialcultural d. natural e. promotional Answer: e Page: 78 Level of difficulty: Easy 21. The main demographic force that marketers monitor is(are) ________. a. suppliers b. petitors c. munication (such as advertising) d. government reports dealing with birth rates e. population Answer: e Page: 79 Level of difficulty: Easy Chapter 3: Gathering Information and Scanning the Environment 65 22. The population explosion has been a source of major concern. Unchecked population growth and consumption could eventually result in all of the following EXCEPT ________. a. insufficient food supply b. depletion of key minerals c. overcrowding d. restrictions on petition e. pollution Answer: d Page: 79 Level of difficulty: Easy 23. One impact of explosive population growth is illustrated by the case of China. The Chinese government passed regulations limiting families to one child. One consequence of these regulations is that ________. a. the children are so fussed over and spoiled that they bee ―little emperors‖ b. school enrollments are dropping c. the fledgling automotive business in China will not have customers in a few years d. open rebellion is being preached e. ―childoriented businesses‖ have few customers Answer: a Page: 80 Level of difficulty: Medium 24. A significant fact about population growth and population shifts is that in 2022 or 2022, ________. a. the youth market will exceed that of the adult market b. people over the age of 60 will outnumber those under five years of age c. baby boomers will be eclipsed by Gen X young adults d. most age group segments will be about equal e. Gen Y young adults will surpass the baby boomers as the largest age segment Answer: b Page: 80 Level of difficulty: Hard 25. Which of the following age groups is thought to control threequarters of the country’s wealth? a. 0–20 age segment b. 60+ age segment c. 20–30 age segment d. 30–40 age segment e. 40+ age segment Answer: e Page: 81 Level of difficulty: Hard Part 2: Capturing Marketing Insights 66 26. At one time the United States was called a ―melting pot‖ society because of the number of different cultures that were integrated into the . culture. Today, the United States is described as a ________ society because many ethnic groups are maintaining their ethnic differences, neighborhoods, and cultures. a. ―boiling pot‖ b. ―salad bowl‖ c. ―banana split‖ d. ―doubled up‖ e. ―nonmunicative‖ Answer: b Page: 81 Level of difficulty: Medium 27. According to the 2022 census, the . population of million was 72 percent white and ________ percent African American. The remainder consisted of Hispanic Americans and other minorities. a. 20 b. 18 c. 15 d. 13 e. 11 Answer: d Page: 81 Level of difficulty: Hard 28. Diversity goes beyond ethnic and racial markets. More than ________ million Americans have disabilities, and they constitute a market for home delivery panies (and others). a. 50 b. 40 c. 30 d. 20 e. 10 Answer: a Page: 83 Level of difficulty: Hard 29. Which of the following countries is known for having 99 percent of its population literate? a. England b. Germany c. France d. United States e. Japan Answer: e Page: 83 Level of difficulty: Medium Chapter 3: Gathering Information and Scanning the Environment 67 30. The ________ household consists of a husband, wife, and children (and sometimes grandparents). a. ―traditional‖ b. ―extended‖ c. ―diversity‖ d. ―modern‖ e. ―revised‖ Answer: a Page: 83 Level of difficulty: Medium 31. Married couple households—the dominant cohort since the formulation of the United States—has slipped from nearly 80 percent in the 1950s to around ________ percent today. a. 70 b. 60 c. 50 d. 40 e. 35 Answer: c Page: 83 Level of difficulty: Hard 32. The twentyfirst century saw ________ markets grow more rapidly again due to a higher birth rate, a lower death rate, and rapid growth f