Question 1. Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management’s ability to build and maintain

1. Which of the following terms is used to describe the factors and forces outside
marketing that affect marketing management’s ability to build and maintain
successful relationships with target customers?
a. the marketing environment
b. strategic planning
c. target markets
d. the marketing mix
e. none of the above
2. You are directed to study the actors close to the company that affect its ability
to serve its customers—departments within the company, suppliers, marketing
intermediaries, customer markets, competitors, and publics. What are you studying?
a. the macroenvironment
b. the microenvironment
c. the marketing environment
d. the green movement
e. the global environment
3. You are directed to study the factors that are larger societal forces that affect your
company—demographic, economic, natural, technological, political, and cultural.
What are you studying?
a. the macroenvironment
b. the microenvironment
c. the marketing environment
d. the marketing mix
e. the global environment
4. Which of the following is not a type of factor in a company’s macroenvironment?
a. demographic
b. economic
c. technological
d. competitors
e. political
5. All of the groups within a company are called the ________.
a. culture
b. diversity
c. internal environment
d. climate
e. range
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 69
Part 2: Understanding the Marketplace and Consumers
6. Which type of organization helps companies to stock and move goods from their
points of origin to their destination?
a. financial intermediaries
b. physical distribution firms
c. marketing service firms
d. resellers
e. suppliers
7. Banks, credit companies, insurance companies, and other businesses that help finance
transactions or insure against the risks associated with the buying and selling of goods
and services are referred to as ________.
a. financial intermediaries
b. physical distribution firms
c. marketing service agencies
d. resellers
e. wholesalers
8. Percy Original caters to a market of individuals and households that buys goods and
services for personal consumption. What type of market does Percy Original cater to?
a. business
b. reseller
c. government
d. consumer
e. marketing intermediary

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