3. MKT 201 - Chapter 3 & 4 - Marketing Environment & Research

The marketing environment is divided into ____ and ____.

• internal, external

• direct, indirect

• local, global

• micro, macro

What statement best defines the microenvironment in terms of the marketing environment?

• Microenvironment consists of the actors close to the company that affect its ability to serve its customers, suppliers, customer markets, competitors, and publics.

• Microenvironment refers to the broader forces outside the company, such as economic, political, and cultural factors.

• Microenvironment is focused on the global trends that influence a company’s marketing strategy.

• Microenvironment involves only the competitors and economic factors affecting a company's performance.

What statement best defines the macroenvironment in terms of the marketing environment?

• Macroenvironment consists of the larger societal forces that affect the microenvironment, demographic, economic, natural, technological, political, and cultural forces. 

• Macroenvironment includes the competitors and intermediaries that directly influence a company’s marketing decisions.

• Macroenvironment refers only to the economic factors that influence customer purchasing behavior.

• Macroenvironment focuses on internal company factors, such as staff and management.

Which of the following are not actors in the microenvironment?

• Suppliers

• Marketing Intermediaries

• Competitors

• Publics

• Government Agencies

Which of the following are not forces in the macroenvironment?

• Demographic

• Economic

• Natural

• Technological

• Societal

Which of the following statement about primary and secondary data is incorrect?

• Primary data refers to new data that is gathered by conducting marketing research.

• Secondary data refers to data that already exists as the research is done by someone else.

• The only method of obtaining primary data is through quantitative research.

• The two methods of obtaining secondary data are internal data and marketing intelligence.

What statement best defines the internal data method of secondary data collection?

• Internal data is primary data collected from external market sources.

• Internal data is secondary data that comes from inside the company.

• Internal data refers to information gathered from random social media posts.

• Internal data is based on fictional data created for market predictions.

What statement best defines the marketing intelligence method of secondary data collection?

• Marketing intelligence is primary data gathered from surveys and focus groups.

• Marketing intelligence refers to data collected only from internal company sources.

• Marketing intelligence is secondary data that is external and comes from outside the company.

• Marketing intelligence is data based on theoretical models and predictions.

What statement best defines the exploratory research of primary data collection?

• Exploratory research aims to analyze past sales data to predict future trends.

• Exploratory research is designed to test the effectiveness of marketing campaigns on a large sample.

• Exploratory research focuses on collecting detailed, large-scale data to confirm specific hypotheses.

• Exploratory research is about exploring so it is good for developing new ideas, test product concepts on customers, getting ideas, opinions, insights, beliefs, etc.

What statement best defines the descriptive research of primary data collection?

• Descriptive research is about testing things that the firm thinks (describing the situation in a snapshot of time).

• Descriptive research involves exploring new ideas and gathering initial insights from customers.

• Descriptive research is focused on predicting future market trends based on historical data.

• Descriptive research is about understanding the emotional response of customers through qualitative feedback.