MKTG 3213 Modules 13 & 14 Questions And Answers
What is the definition of the Marketing Environment? ANS The dynamic context within which
firms operate
What are the two key words in the definition of the Marketing Environment? ANS Dynamic;
context
What is defined as groups and organizations that can exert a direct influence on the firm's ability to
accomplish its goals? ANS Immediate Environment
Which of these is not an example of the Immediate Environment? ANS Technological
Environment
What is defined as powerful societal forces that influence all entities in the immediate environment?
ANS External Environment
The External Environment is a stable playing field for every fiscal year. ANS False
Exchanges can be made between the firm and both the Immediate and External Environment
ANS False
Customers are always the group that requires the most attention from the firm. ANS False
Integris Hospital in Oklahoma City has forecasted a growing population in the surrounding area, but
is also facing a significant nursing shortage. Which aspect of the Marketing Environment is Integris
most likely to be focused on? ANS Employees
What is generally credited as the reason for Southwest Airlines' success over time? ANS All of
these
, Why is it acceptable for firms to focus greater efforts on employees or customers, or even change
their focus over time? ANS Business strategy is about the entire set of exchanges of a firm
A firm should focus on creating a set of __________, ____________ exchanges with the
environment ANS Sustainable; favorable
With which of the following actors in the Immediate Environment are marketers usually most
concerned? ANS Customers
The Environmental Protection Agency was formed in 1970 and began to monitor the environmental
impact of United States companies, forcing many to change some of their practices. Which exchange
in the Immediate Environment is this an example of? ANS Governmental bodies and the firm
In the 2000s, Microsoft came out with the first portable music player - the Zune. When Apple came
out with the iPod, consumers viewed it as an improved product when compared to the Zune. From
Microsoft's perspective, which actor in the Immediate Environment was most responsible for the
change in their sales? ANS Competitors
In 2011, Japan was hit with significant natural disasters. Japan is home to many of the companies on
which car manufacturers depend for parts. From these manufacturers' perspective, which actor in the
Immediate Environment affected them the most? ANS Suppliers
The exchange between the firm and its employees consists of: ANS The employees' time and
skills; the firm's money
Which of these is not an Intermediary in the Immediate Environment? ANS All of these are
Intermediaries
The old CEO of Uber was fired by the board of directors of his company, and Uber therefore had a
significant change in leadership of the firm. Which aspect of the Immediate Environment created this
change? ANS Shareholders
Law typically _________ public opinion. ANS Follows
What is the definition of the Marketing Environment? ANS The dynamic context within which
firms operate
What are the two key words in the definition of the Marketing Environment? ANS Dynamic;
context
What is defined as groups and organizations that can exert a direct influence on the firm's ability to
accomplish its goals? ANS Immediate Environment
Which of these is not an example of the Immediate Environment? ANS Technological
Environment
What is defined as powerful societal forces that influence all entities in the immediate environment?
ANS External Environment
The External Environment is a stable playing field for every fiscal year. ANS False
Exchanges can be made between the firm and both the Immediate and External Environment
ANS False
Customers are always the group that requires the most attention from the firm. ANS False
Integris Hospital in Oklahoma City has forecasted a growing population in the surrounding area, but
is also facing a significant nursing shortage. Which aspect of the Marketing Environment is Integris
most likely to be focused on? ANS Employees
What is generally credited as the reason for Southwest Airlines' success over time? ANS All of
these
, Why is it acceptable for firms to focus greater efforts on employees or customers, or even change
their focus over time? ANS Business strategy is about the entire set of exchanges of a firm
A firm should focus on creating a set of __________, ____________ exchanges with the
environment ANS Sustainable; favorable
With which of the following actors in the Immediate Environment are marketers usually most
concerned? ANS Customers
The Environmental Protection Agency was formed in 1970 and began to monitor the environmental
impact of United States companies, forcing many to change some of their practices. Which exchange
in the Immediate Environment is this an example of? ANS Governmental bodies and the firm
In the 2000s, Microsoft came out with the first portable music player - the Zune. When Apple came
out with the iPod, consumers viewed it as an improved product when compared to the Zune. From
Microsoft's perspective, which actor in the Immediate Environment was most responsible for the
change in their sales? ANS Competitors
In 2011, Japan was hit with significant natural disasters. Japan is home to many of the companies on
which car manufacturers depend for parts. From these manufacturers' perspective, which actor in the
Immediate Environment affected them the most? ANS Suppliers
The exchange between the firm and its employees consists of: ANS The employees' time and
skills; the firm's money
Which of these is not an Intermediary in the Immediate Environment? ANS All of these are
Intermediaries
The old CEO of Uber was fired by the board of directors of his company, and Uber therefore had a
significant change in leadership of the firm. Which aspect of the Immediate Environment created this
change? ANS Shareholders
Law typically _________ public opinion. ANS Follows
