Marketing 13th Edition by Roger Kerin – Test Bank
Scanning the Marketing Environment
Multiple Choice Questions
Facebook has approximately what fraction of the world’s population as customers?
All of the following statements about the environmental forces that have influenced Facebook are true except
A. the Federal Trade Commission (FTC) has a laissez-faire policy of not interfering with the development and marketing of Facebook and other social media websites.
B. technological advances in data storage, server speed, and software integration have made Facebook increasingly fast and convenient.
C. its rivalry with Google, Twitter, and Snapchat; the ability of users to easily switch platforms; and the constant threat of new social networks targeted at specific interest groups encourage rapid expansion.
D. the cost of wireless connectivity and smartphones rapidly declined and Internet access expanded, which increasingly made social networking affordable for more people.
E. people increasingly look for new ways to communicate, obtain information, and offer opinions.
Environmental scanning refers to
A. assessing any possible negative impact a firm’s activities might have on the local ecology.
B. continually acquiring information on events occurring outside the organization to identify and interpret potential trends.
C. setting up a regular schedule to assess the performance of different divisions within a firm.
D. initiating an internal talent search to identify employees who can think “outside the box” to generate solutions to marketing problems caused by changes in the marketing environment.
E. requiring all employees to spend time outside the office to avoid the “ivory tower” syndrome.
The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is referred to as
A. significant trend analysis.
B. organizational scanning.
C. environmental scanning.
D. a SWOT analysis.
E. marketing intelligence.
Environmental trends arise from all of the following forces except
The purpose of environmental scanning is to
A. only identify trends in the marketplace.
B. only interpret trends in the marketplace.
C. only forecast trends in the marketplace.
D. identify, interpret, and forecast trends in the marketplace.
E. only identify and interpret trends in the marketplace.
Which of the following statements regarding environmental scanning is the most accurate?
A. Environmental scanning changes the marketing environment.
B. Environmental scanning identifies and interprets potential trends.
C. Environmental scanning should be done at least every five years.
D. Environmental scanning focuses primarily on ecological factors.
E. There is too much information generated from environmental scanning to make it viable for small firms.
A firm conducting an environmental scan of the marketplace might uncover key __________ such as the growing popularity of video bloggers and the increasing mobility and connectivity of consumers.