【正文】 ion characters d. The infomercial e. The Beatles Answer: e Page: 89 Level of difficulty: Medium 51. Marketers need to be aware of threats and opportunities associated with four trends in the natural environment. All of the following are among those trends EXCEPT ________. a. the shortage of raw materials b. the increased cost of energy c. near 90 percent corporate support for ―green causes‖ d. increased pollution levels e. the changing role of governments Answer: c Page: 90 Level of difficulty: Easy 52. With respect to the shortage of raw materials, air and water are classified as ________ resources. However, as we know, problems are beginning to plague both our air and water quality. a. infinite b. near finite c. finite renewable d. finite nonrenewable e. absolute Answer: a Page: 90 Level of difficulty: Medium Part 2: Capturing Marketing Insights 72 53. One finite nonrenewable resource, ________, has created serious problems for the world economy. Because of anticipated shortages, investment and modity markets have had wild swings. a. water b. air c. sugar d. coffee e. oil Answer: e Page: 90 Level of difficulty: Easy 54. From a branding perspective, ―green marketing‖ programs have not been entirely successful. ________ has been cited as one of the obstacles that must be overe for ―green marketing‖ programs to be more successful. a. Overexposure and lack of credibility b. High cost c. Poor promotions d. Resistance by the youth segment in the marketplace e. Lack of support by governmental agencies and concerns Answer: a Page: 91 Level of difficulty: Hard 55. Which of the following countries is noted for their ―green movement‖ and support within its government for environmental quality enhancement? a. Mexico b. China c. Germany d. England e. Italy Answer: c Page: 91 Level of difficulty: Medium 56. The marketer should monitor the following trends in technology, EXCEPT ________, if progress is to be made in business. a. the pace of change b. the difficulties found in sharing information c. the opportunities for innovation d. varying Ramp。D budgets e. increased regulation Answer: b Page: 92 Level of difficulty: Hard 57. According to some industry analysts and inventors, ________ will eventually eclipse the PC as our most important technological device. a. iPod b. HDTV c. holographic television d. the mobile phone e. solarpowered car Answer: d Page: 92 Level of difficulty: Medium Chapter 3: Gathering Information and Scanning the Environment 73 58. All of the following will most likely be among the advantages for a society that embraces telemuting as an employment/munication alternative EXCEPT ________. a. reduction of auto pollution b. bringing the family closer together c. increased bonuses and pensation perks d. creating more homecentered shopping e. entertainment centered on the home environment Answer: c Page: 92 Level of difficulty: Medium 59. ________ legislation has as its purposes to protect panies from unfair petition, to protect consumers from unfair business practices, and to protect the interests of society from unbridled business behavior. a. Business b. Consumer c. Bipartisan d. Activist e. Global Answer: a Page: 94 Level of difficulty: Easy 60. An important force affecting business is the ________—a movement of citizens and government anized to strengthen the rights and powers of buyers in relation to sellers. a. lobbyist movement b. consumerist movement c. environmental movement d. selfrights movement e. ethical reform movement Answer: b Page: 95 Level of difficulty: Medium True/False 61. The major responsibility for identifying significant marketplace changes falls to the pany’s marketers. Answer: True Page: 72 Level of difficulty: Easy 62. Today, most firms are rather sophisticated about gathering information. Answer: False Page: 72 Level of difficulty: Medium 63. A marketing information system is developed from internal pany records, marketing intelligence, and promotional models supplied by the marketing department. Answer: False Page: 73 Level of difficulty: Medium Part 2: Capturing Marketing Insights 74 64. The heart of the internal records system is the bar code. Answer: False Page: 73 Level of difficulty: Medium 65. According to principles found in database construction and usage, a ―carpet bombing‖ mail out of a new offer is usually the most successful strategy. Answer: False Page: 74 Level of difficulty: Medium 66. The internal records system supplies results data, but the marketing intelligence system supplies happenings data. Answer: True Page: 74 Level of difficulty: Easy 67. If a pany were pursuing a policy of working externally it might collect petitors’ ads or look up news stories about petitors. Answer: True Page: 75 Level of difficulty: Medium 68. One of the ways to find relevant online information on petitors’ strengths and weaknesses might be to frequent distributor or sales agent feedback sites. Answer: True Page: 76 Level of difficulty: Medium 69. A style is unpredictable, shortlived, and without social, economic, and political significance. Answer: False Page: 77 Level of difficulty: Medium 70. A megatrend has been described as being what follows all fads that stay on the market at least one year. Answer: False Page: 77 Level of difficulty: Medium 71. One of the ten significant megatrends that will impact marketing efforts in the future is delayed retirement. Answer: True Page: 78 Level of difficulty: Medium 72. Microenvironmental forces have been labeled as being ―uncontrollable.‖ Answer: False Page: 78 Level of difficulty: Medium 73. The ma