Chapter 3 Scanning The Marketing Environment Full Test Bank - Answer Key + Test Bank | Marketing 13th Edition by Kerin and Hartley by Roger A. Kerin, Steven W. Hartley. DOCX document preview.
Chapter 03
Scanning the Marketing Environment
Multiple Choice Questions
1. | Facebook has approximately what fraction of the world's population as customers?
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2. | All of the following statements about the environmental forces that have influenced Facebook are true except
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3. | Environmental scanning refers to
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4. | The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is referred to as
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5. | Environmental trends arise from all of the following forces except
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6. | The purpose of environmental scanning is to
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7. | Which of the following statements regarding environmental scanning is the most accurate?
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8. | 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.
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9. | Starbucks entered a partnership with Keurig Green Mountain to sell K-Cup single-serving coffee packs. Because Starbucks __________, it was prepared for this shift in its marketing environment.
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10. | As the director of marketing for a local hospital that specializes in caring for limited mobility patients and related health issues, you must conduct an environmental scan to help create a five-year marketing plan for the hospital. Which of the following environmental trends should you consider to be the most important?
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11. | A high-fashion boutique sells top-of-the-line women's clothing and accessories. The keys to its success include knowing customers' changing tastes and providing something different than other retailers. In addition, because of the high value of the merchandise, the boutique's management is investing in the use of computerized inventory controls and sales order processing. The least important environmental force to the boutique at this time is likely to be
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12. | Local newspaper readership has declined significantly in recent years. Not only are traditional newspapers losing subscribers, they are also losing advertisers. To combat these trends, many newspaper publishers now offer online versions of their printed newspapers. This is most likely a response to which environmental force?
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13. | A growing trend to "Buy American" may encourage U.S. automakers to increase political pressure on Washington to pass legislation for more restrictive quotas on Japanese car imports. In addition, a decline in the value of the U.S. dollar would be instrumental in Toyota's decision to build a manufacturing plant in the United States instead of continuing to export cars from Japan. If Toyota builds the plant, its decision would reflect
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14. | Many large consulting firms are beginning to sponsor "women-only" networking events. The purpose of these events is to offer an opportunity for women in management to network with other businesswomen, either as clients, mentors, or protégés. This is an example of which environmental force?
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15. | A proposed law in New Jersey would ban the use of tanning beds by anyone under the age of 18. This restriction would be an example of which environmental force?
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16. | Using smartphones, one can watch the news, shoot videos, browse the Internet, take pictures, and listen to music. Improved features are added with each smartphone introduced by Apple, Samsung, LG, and others. As a result, customers often want to replace their existing smartphones with new models or brands every two years when their contracts expire. This increase in demand is due mostly to changes in __________, an environmental force.
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17. | Pending federal legislation will require all online retailers to collect state sales taxes from customers. This would affect online sellers such as Virtual Vineyards, which now collects state sales taxes only from customers who reside in California, its home state. This pending legislation would be an example of which environmental force?
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18. | The set of environmental forces that consists of the demographic characteristics of the population and its culture is referred to as
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19. | The demographic characteristics of the population and its culture are referred to as
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20. | The social forces in the environment include the __________ of the population and its culture.
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21. | The social forces of the environment include the demographic characteristics of the population and its
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22. | With a proper environmental scan, changes in the demographic characteristics of the population and its values can have a dramatic impact on
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23. | Which of the following statements regarding social forces is most accurate?
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24. | Which of the following would be identified as a social force in an environmental scan?
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25. | Generation X consumers indicate they want online customer support; websites that are comprehensive, professional, and interactive; and advertising that is authentic, family-oriented, and unique. Generation X is also replacing baby boomers as the largest segment of business travelers. In response, American Airlines is offering travelers in-flight Wi-Fi, entertainment on demand, and personal power ports. This is an example of how __________ forces impact the marketing environment.
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26. | An important social trend is the continued concern for health and well-being in the United States. This is most likely evidenced by
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27. | Publishers were surprised by the dramatic success of the book Fifty Shades of Grey and believe that it will likely generate a fresh cycle of female-targeted romances packaged for the mainstream reader. This is an example of __________ force impacting the marketing environment.
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28. | Demographics refer to
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29. | The description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation is referred to as
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30. | Demographic characteristics that describe a population include all of the following except
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31. | More is a publication designed to appeal to women aged 40 and over. Demand for such magazines is an example of how changing __________ characteristics impact the marketing environment.
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32. | The most recent estimate indicates that the population of the world today is about
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33. | By 2050, the world's population is expected to be
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34. | The change in the growth of the world's population is called the
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35. | The population explosion has occurred
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36. | Projections show that the population is
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37. | The country expected to have the largest population in 2050 is
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38. | Which of the following demographic trends has significant implications to global marketers?
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39. | Studies of the __________ characteristics of the U.S. population suggest that it is becoming larger, older, and more diverse.
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40. | Generally, the U.S. population is becoming
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41. | By 2030, the U.S. population is expected to exceed
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42. | All of the following factors contribute significantly to the rate of change of a country's population except
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43. | The generation of children born between 1946 and 1964 is referred to as
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44. | Baby boomers can be defined as the generation born
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45. | Which of the following currently affects baby boomers, and thus those that market to them, in a significant way?
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46. | Prudential, a financial planning firm, offers retirement plans and wealth management advice. These products are most likely targeted toward which generational cohort?
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47. | Olay, a cosmetics firm, offers anti-aging and restoration products targeted toward
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48. | Ads appealing to interests such as retirement housing and financial planning are targeted at which generational cohort?
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49. | Generation X is defined as the generation of children born
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50. | Generation X is the label often given to
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51. | The 50 million people of the population born between 1965 and 1976, also called the baby bust, refers to
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52. | The 50 million people born between 1965 and 1976, also called the __________, refers to Generation X.
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53. | The generational cohort known as __________ was born during the baby bust era when the number of children born each year was declining.
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54. | The name given to the generational cohort who are described as self-reliant, supportive of racial and ethnic diversity, and better educated than previous generations is
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55. | Generation X consumers are
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56. | Generation X
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57. | In terms of business travel, for which generational cohort are ads regarding in-flight Wi-Fi and on-demand entertainment most likely trying to reach?
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58. | Americans born between 1977 and 1994 are referred to as
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59. | Generation Y is defined as the generation of children born
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60. | Generation Y is sometimes referred to as
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61. | The generation of children born between 1977 and 1994 is sometimes referred to as
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62. | Members of Generation Y are most likely to influence
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63. | When compared to Generation X, members of Generation Y are most likely to influence
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64. | Which generational cohort is an ad for a distinctive, memorable, and personal experience such as shark diving in Cape Town most likely trying to reach?
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65. | The Sierra Club is the oldest continuously operating environmental organization. By 2001, its growth had plateaued. To rekindle interest in the organization, its members elected a new 23-year-old president who promised to use MTV artists to create public service announcements about the organization targeting his generational cohort, who are members of
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66. | Members of Generation Y, also known as __________, are interested in sustainability including sustainable campus communities.
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67. | Younger members of Generation Y are idealistic and eager to get started as a force for good. One way they hope to achieve their goal is through
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68. | For millennials, "positive business" involvement means
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69. | All of the following statements are true except
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70. | A blended family is
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71. | In 2015, which racial or ethnic group had the greatest economic impact in the United States in terms of its buying power?
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72. | Combinations of the marketing mix that reflect the unique attitudes, ancestry, communication preferences, and lifestyles of different races are referred to as __________ marketing programs.
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73. | Multicultural marketing refers to combinations of the marketing mix that reflect the unique attitudes, ancestry, communication preferences, and lifestyles of different
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74. | Advertising Age's Multicultural Agency of the Year, Alma creates advertising by "focusing the work on a deeper cultural knowledge, elevating the work beyond the clichés." For its clients, including Kraft and Revlon, Alma creates ads that are a part of programs incorporating
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75. | The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as
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76. | Culture refers to the
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77. | Culture is a component of what type of environmental force that must be scanned to assess its impact on the organization's marketing environment?
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78. | Which one of the following is a value that would be commonly held in the United States today?
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79. | All of the following are commonly held values in the United States except
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80. | Which of the following is a commonly held value in the United States?
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81. | Two increasingly important values for consumers around the world are
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82. | Consumers are buying hybrid gas-electric automobiles such as the Toyota Prius. This is an example of which increasingly common cultural value?
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83. | Many consumers are committed to brands with a strong link to social action. An example of this would be
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84. | Growing interest in hybrid vehicles reflects new consumer focus related to sustainability and the environment. This interest is an example of
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85. | Value consciousness is defined as
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86. | The economy is defined as
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87. | All of the following are economic indicators except
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88. | A sudden drop in the average consumer income would be an example of which environmental force?
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89. | Oil prices have an impact on transportation costs for many types of products. Should oil prices change, the price consumers pay for products often is adjusted accordingly. Changing oil prices would be an example of __________ force.
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90. | In October 2015, Yahoo announced plans to expand its already substantial facilities in Quincy, Washington, a town that previously had a population of 3,500. Yahoo had joined others in building facilities in Quincy. Along with these developments, the residents of Quincy are getting more traffic lights, a strip mall, higher housing prices, and new jobs. This example best illustrates __________ change that will impact the people and businesses of Quincy.
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91. | In __________ economy, the cost to produce and buy products and services escalates as prices increase.
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92. | In __________ economy, if prices rise faster than consumer incomes, the number of items consumers can buy decreases.
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93. | In an inflationary economy, the cost to produce and buy products and services __________ as prices __________.
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94. | The College Board reports that since 2000, college tuition and fees have increased by 160 percent while the share of family income required to pay for tuition at public four-year colleges has risen from 5 percent in 2000 to 14 percent in 2015. This is an example of __________ condition.
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95. | A time of declining economic activity when businesses decrease production, unemployment rises, and many consumers have less money to spend is referred to as
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96. | All of the following are time periods that the U.S. economy experienced a period of recession except
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97. | Components of a consumer's income consist of
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98. | The total amount of money made in one year by a person, household, or family unit is referred to as __________ income.
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99. | Gross income refers to
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100. | At the U.S. Census Bureau, gross income is referred to as
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101. | In 1970, the typical U.S. household earned about $8,700. In 2013, the typical U.S. household earned about $51,939. If adjusted for inflation, the gross income of the typical U.S. household in 2013 relative to 1970 has
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102. | Approximately what percentage of U.S. households has an annual income between $25,000 and $99,999?
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103. | The money a consumer has left after paying taxes to use for necessities such as food, shelter, clothing, and transportation is referred to as
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104. | Disposable income refers to
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105. | If taxes rise at a faster rate than incomes, consumers will
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106. | The recent large decline in __________ has caused consumers to adjust their spending in other categories.
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107. | The changes in __________ has a psychological impact on consumers who tend to spend more when they feel their net worth is rising and postpone purchases when it declines.
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108. | During a recessionary period, which of the following economic behavior would be expected?
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109. | During a recessionary period, which of the following economic behavior would be expected?
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110. | Emily had an excellent year as a salesperson in 2015, earning $97,000. She paid $37,000 for necessities such as mortgage, food, and clothing. Her state and federal income taxes totaled $24,000. What was her disposable income?
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111. | The money that remains after paying for taxes and necessities is referred to as
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112. | Discretionary income refers to
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113. | Income used to buy luxury items such as a Cunard cruise is referred to as
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114. | The Department of Labor monitors consumer expenditures through its annual
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115. | The Department of Labor monitors consumer expenditures through its annual Consumer Expenditure Survey. In the most recent report, consumers spent after taxes about 13 percent of their income on food, 33 percent on __________, 3 percent on clothes, and 24 percent on transportation and health care, with the rest generally considered discretionary.
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116. | Increases in discretionary income can occur as a result of all of the following except
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117. | Most specifically, if a consumer's __________ increases, he or she is able to take advantage of the luxurious vacation travel opportunities offered on the Queen Mary 2, a cruise liner operated by Cunard.
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118. | Emily had an excellent year as a salesperson in 2015, earning $97,000. She paid $37,000 for necessities such as mortgage, food, and clothing. Her state and federal income taxes totaled $24,000. What was her discretionary income?
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119. | A local pet supplies boutique had a good year with rising revenues and reduced operating costs resulting in personal income for the owner of nearly $100,000. One-third of that went to local, state, and federal income taxes and another third went to pay for a home mortgage, car payments, food, clothing, and other necessities. What is the remaining third called?
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120. | Jason and Lucy prepared a household budget in an attempt to manage their money better. They prepared the following list: Monthly income (after taxes) = $4,500; Monthly expenses (necessities), which include rent, $550; auto loan, $250; student loan, $200; savings, $500; food, $200 = $1,700; Amount left over = $2,800 (income less necessary expenses). The $2,800 they had left over is their
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121. | Recently, the number of people who attended music concerts, plays, and other live entertainment increased because they had the __________ to enjoy these activities.
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122. | Last year, the Parker family dined at nice restaurants almost four times a week. Even though Mr. Parker received a 2 percent pay raise, the cost of living rose by 4 percent and property taxes went up 5 percent in their community. As a result, the family now eats most of their meals at home, dining out only a few times a month. This reflects
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123. | Recent data on consumer expenditures indicate that the savings rate of U.S. consumers has
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124. | Inventions or innovations from applied science or engineering research are referred to as
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125. | Technology is defined as
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126. | Technological advances are difficult to predict. One great advance can replace or substitute for existing products in a relatively short period. Tablets and smartphones with wireless connectivity are most likely to replace or substitute for
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127. | According to the textbook, four new technologies are expected to have an impact on marketing. These are:
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128. | Oral-B toothbrushes now connect to your smartphone to provide real-time feedback on your brushing. This is an example of how __________ forces help improve or replace existing products and companies.
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129. | Recently, ink has been developed that will conduct electricity. The application for this ink is to print circuitry that can be read electronically. This may help to drive down the cost of radio frequency (RFID) tags that are currently used in industry. This is an example of how __________ forces are applied to industry.
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130. | One reason some people don't like to buy clothing from Internet retailers is the inability to know if the clothes will fit. ImageTwin has developed a scanning system that obtains the measurements of individuals, which is then fed into a database. When you want to buy something at LandsEnd.com, you can see a 3-D image of what the item should look like on your body. This is an example of the __________ force in the marketing environment.
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131. | Cloud computing, such as Apple's iCloud, enables businesses and consumers to share data or use software applications directly from a remote server over the Internet or wirelessly rather than having that data file or program reside on a personal computer. This is an example of a __________ change in the marketing environment.
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132. | According to the textbook, __________ has developed technology that uses speech recognition to listen to your phone calls and pull up search data related to your conversations.
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133. | Green technologies such as smart grid electricity services, online energy management, and consumer-generated energy are __________ forces that would be identified through an environmental scan.
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134. | The Internet of Things (IoT) refers to
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135. | The Electronic Signatures in Global and National Commerce Act makes digital signatures as valid as pen-and-ink signatures. This act created a demand for software and hardware that would collect, transmit, and receive digital signatures. This example indicates how __________ forces can work together in the marketing environment.
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136. | Marketspace refers to
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137. | An information- and communication-based electronic exchange environment mostly occupied by sophisticated computer and telecommunications technologies and digital offerings is referred to as
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138. | Any activity that uses electronic communication in the inventory, promotion, distribution, purchase, and exchange of products and services is referred to as
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139. | Electronic commerce refers to
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140. | Buying a book at www.amazon.com to give as a birthday present is an example of __________ transaction.
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141. | Alternative firms that could provide a product to satisfy a specific market's needs are referred to as
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142. | Competition refers to
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143. | In business, the four basic forms of competition are
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144. | Many firms now use e-mail and the Internet to promote their products instead of sending promotional literature to current and prospective customers through the mail. UPS and FedEx continue to grow, offering both overnight and ground package delivery services. As a result, the U.S. Postal Service (USPS) has lost millions of customers and billions in revenue. The USPS has challenges ahead in coping with ___________ forces in the marketplace.
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145. | The form of competition in which there are many sellers and they each have a similar product is referred to as
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146. | Agribusinesses that sell commodity products such as wheat, rice, and corn are often in __________ position with their competitors.
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147. | __________ is the form of competition where distribution is the only element of the marketing mix that exerts much of an impact on the firm.
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148. | The form of competition in which many sellers compete with substitutable products within a price range is called
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149. | The use of coupons is a frequently used marketing tactic for which form of competition?
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150. | Paul Avery is a salesperson at the only Ford automobile dealership in Wausau, Wisconsin. However, there are several other auto dealerships in town, offering both domestic and foreign cars and trucks. Paul works hard to keep his customers satisfied because he knows that if his customers are unhappy, they can simply buy a car from one of the several other comparable dealers in Wausau. This marketing environment is an example of
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151. | During the holiday shopping season, many catalog retailers offer buyers price reductions, coupons, two-for-one deals, and/or free delivery. This is because these catalog retailers operate in __________ environment.
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152. | The form of competition where just a few companies control the majority of industry sales is referred to as
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153. | AT&T, Verizon, Sprint, and T-Mobile serve more than 95 percent of the subscribers in the U.S. wireless mobile phone market. Which form of competition characterizes this market?
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154. | Because there are few sellers, price competition among firms is not desirable for them in which form of competition?
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155. | The entertainment industry in the United States is dominated by Viacom, Disney, and Time Warner. In terms of the form of competition, this industry is an example of
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156. | The U.S. Securities and Exchange Commission has designated just nine credit-rating agencies as nationally recognized statistical rating organizations, which include Moody's, Standard & Poor's, and Fitch Ratings. These agencies provide opinions on the creditworthiness of other entities and the financial obligations issued by them. Because so few companies can compete in it, the credit-rating industry would be considered
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157. | Boeing, Northrup Grumman, and Lockheed Martin control the vast majority of the U.S. defense contractor industry. In terms of the form of competition, this industry is an example of
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158. | In marketing, the form of competition that occurs when only one firm sells the product is referred to as
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159. | Since __________ is typically regulated by the state or federal government, marketing plays a relatively small role in this setting.
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160. | In many geographic areas, there is only a single provider for gas and electric service for businesses and consumers. However, the government regulates that firm to ensure price protection for the buyer. This is an example of
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161. | Barriers to entry refer to
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162. | Small businesses make up the majority of the competitive landscape for most businesses. There are approximately __________ small businesses in the United States.
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163. | Small businesses employ __________ of all private-sector employees.
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164. | Small businesses account for __________ of the gross domestic product (GDP).
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165. | The restrictions that state and federal laws place on business with regard to the conduct of its activities are referred to as
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166. | Regulation refers to
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167. | An Arizona cardiac surgery practice agreed to pay the U.S. Department of Health and Human Services a $100,000 settlement following an investigation of potential violations of the Health Insurance Portability and Accountability Act (HIPAA) Privacy and Security Rules. The practice posted clinical and surgical appointments for its patients on an Internet-based calendar that was publicly accessible, which drew complaints for failing to protect health information of consumers. HIPAA rules are an example of __________ forces in the marketing environment.
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168. | Legislation that prohibits price-fixing is an example of __________ forces that affect the marketing environment.
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169. | F. Hoffman-LaRoche Ltd. and BASF AG, two international pharmaceutical companies, were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins used in virtually every home in the United States. This is an example of how __________ forces affect the marketing environment.
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170. | The first major federal legislation passed to encourage competition in the United States was the
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171. | The first major federal legislation passed to forbid contracts, combinations, or conspiracies in restraint of trade in the United States was the
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172. | The first major federal legislation passed to forbid actual monopolies or attempts to monopolize any part of trade or commerce in the United States was the
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173. | Which of the following laws has the purpose of protecting competition?
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174. | The purpose of the Clayton Act is to
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175. | The purpose of the __________ is to forbid certain actions that are likely to lessen competition, although no actual harm has yet occurred.
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176. | Which of the following laws has the purpose of protecting competition?
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177. | The __________ makes it unlawful to discriminate in prices charged to different purchasers of the same product, where the effect may substantially lessen competition or help to create a monopoly.
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178. | The purpose of the Robinson-Patman Act is to
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179. | The federal government enacted the __________ to make it unlawful to discriminate in prices charged to different purchasers of the same product, where the effect may substantially lessen competition or help to create a monopoly.
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180. | Which of the following laws has the purpose of protecting competition?
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181. | The purpose of patent law is to
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182. | A company can protect its competitive position under __________, which gives inventors of new and novel products the right to exclude others from making, using, or selling products that infringe on the invention.
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183. | The purpose of copyright law is to
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184. | The purpose of __________ is to give the author of a literary, dramatic, musical, or artistic work the exclusive right to print, perform, or otherwise copy that work.
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185. | The Digital Millennium Copyright Act, signed in 1998,
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186. | The Child Protection Act (1966) and the Consumer Product Safety Act (1972) are examples of
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187. | All of the following federal laws are designed to protect consumers except
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188. | The grassroots movement started in the 1960s to increase the influence, power, and rights of consumers in dealing with institutions is referred to as
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189. | Consumerism refers to
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190. | Which of these laws came about as a response to the 1960s grassroots movement known as consumerism?
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191. | Each year, the U.S. Army shoots an estimated 200 million rounds of lead bullets at target practice areas across the United States. Pentagon officials, in response to environmentalists' concerns over lead poisoning in the soil, have invested over $12 million to develop an environmentally safe tungsten bullet. This is an example of one of the outcomes of
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192. | Which of the following legislative actions created a government entity to monitor business practices and stop unfair ones such as misleading promotions?
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193. | The __________ can require a company to spend money on corrective advertising to rectify previous misleading ads.
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194. | Which of the following is an action the Federal Trade Commission (FTC) can take to stop a company from continuing an unfair trade practice?
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195. | Which of the following is an action the Federal Trade Commission (FTC) can take to require a company to spend money to rectify previous misleading ads with revised information?
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196. | There are many diet aids on the market. They promise immediate weight loss without exercise or a change in diet. Each is accompanied by a testimonial from a satisfied user. If you pay close attention, you will notice that each ad also contains the statement, "Results may vary." Most likely this statement is included to prevent the Federal Trade Commission (FTC) from requiring the dietary aid distributor from having to
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197. | For 18 months, Warner-Lambert Co., an American pharmaceutical company, was required to include the following statement in all television advertisements for Listerine: "Listerine will not help prevent colds or sore throats or lessen their severity." The Federal Trade Commission (FTC) imposed this requirement because previous advertising had caused consumers to believe Listerine was effective against colds. This is an example of the FTC action known as
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198. | It had been the Campbell Soup Co.'s practice to insert clear glass marbles into the bottom of soup containers used in print advertisements to bring some of the soup's ingredients (e.g., noodles or chicken) to the surface, thus misrepresenting the amount of solid ingredients in the soup. Which agency would monitor such a practice?
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199. | Recent legislation including the Telephone Consumer Protection Act and the Controlling the Assault of Non-solicited Pornography and Marketing (CAN-SPAM) Act are reforms that are
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200. | The Lanham Act (1946)
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201. | The __________ provides for registration of a company's trademark, such as the Nike swoosh.
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202. | The two major purposes for any trademark statute are to
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203. | The Lanham Act cannot protect the rights to a trademark if
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204. | Registration under the Lanham Act provides important advantages to a trademark owner that has used the trademark in interstate or foreign commerce, but it does not
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205. | The popular cupcake chain Sprinkles, which launched in Southern California in 2005, recently settled a trademark infringement lawsuit against a Connecticut bakery that was calling itself Pink Sprinkles. The latter was forced to change its name to Pink Cupcake Shack because it was apparently violating provisions of the
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206. | The __________ provides for registration of a company's trademark.
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207. | Coca-Cola has hired brand police to make sure that the Coca-Cola brand name and logo are not used without written permission. Why is Coca-Cola so rigorous in protecting its trademark?
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208. | In 2008, Apple filed for and received approval from the U.S. Patent and Trademark Office to trademark the "App Store" name to describe a service that allows its iPhone and iPad customers to purchase and download applications, video games, and other software. Over the past few years, Apple has invested millions in advertising and publicity and customers have purchased millions of dollars of software from its "App Store." However, Amazon.com claims that Apple did not have exclusive rights to the name because other firms used it to describe their online storefronts where consumers can obtain software for smartphones and tablet devices. In March 2011, Apple filed a lawsuit against Amazon for violating its trademark. Why should Apple rigorously protect its "App Store" trademark?
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209. | An alternative to government control where an industry attempts to police itself is referred to as
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210. | Self-regulation refers to
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211. | One of the problems associated with self-regulation is
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212. | The best-known self-regulatory group is the __________, which is a voluntary alliance of companies whose goal is to help maintain fair practices.
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213. | The Better Business Bureau
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214. | The Better Business Bureau (BBB) tries to use __________ to get its members to comply with its standards of business conduct.
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215. | When a firm or business displays the Better Business Bureau (BBB) Accredited Business logo on its store window or website, it assures consumers that
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Short Answer Questions
216. | How would the following environmental trends influence the success of a manufacturer of high-definition televisions (HDTVs): (1) growing number of older Americans; (2) population shifts to remote suburbs and small towns; (3) increase in per capita income and standard of living; and (4) increased use of various types of communication technology?
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217. | List the five environmental forces that have an impact on an organization as well as its suppliers and customers. Provide examples of factors that might be examined as part of environmental scanning for each of these forces.
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218. | Identify the five environmental forces that affect an organization, and explain using the coffee industry as an example. What might you predict would be the future of the coffee industry.
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219. | Give an example of how each of the five environmental forces can impact an organization's marketing environment.
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220. | Describe the three generational cohorts that are of interest to marketers today.
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221. | Which generational cohort is also known as the baby bust? Describe the interests and lifestyles of this cohort and explain why it is important to marketers.
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222. | Which generational cohort is often referred to as the echo-boom or baby boomlet? Describe the interests and lifestyles of this cohort and explain why it is important to marketers.
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223. | Explain the trends in the racial and ethnic composition of the United States. How can marketers use this information?
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224. | How do the macroeconomic conditions as well as consumer income affect marketing?
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225. | Define technology. How does it affect marketing?
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226. | How does technology affect customer value?
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227. | Explain marketspace and its relevance for marketing.
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228. | There are only three major recording labels in the world—Sony Music Entertainment, Time Warner's Warner Music Group, and GE's Universal Music Group. They are responsible for the vast majority of music recordings that are made. Harry says that these three music companies operate as an oligopoly. Maryanne says that they operate as monopolistic competition. Explain how each came to his or her conclusion. Who is correct?
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229. | Explain the difference(s) between the Sherman Antitrust Act, the Clayton Act, and the Robinson-Patman Act, all of which were enacted to protect competition.
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230. | What is the difference between a patent and a copyright? Digital technology has required what additional recent legislation?
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231. | What actions does the Federal Trade Commission have the power to implement when dealing with deceptive or misleading advertising and unfair business practices?
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232. | Some industries have opted for self-regulation of their members to ensure that each acts fairly. Discuss potential problems associated with self-regulation, and give an example of it.
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233. | Many changes in the environment occurred to create the need for the services of Best Buy's Geek Squad. Future changes are also likely to change the way Geek Squad operates. An environmental scan helps illustrate the changes. What are some of the key changes that are occurring?
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234. | To continue to grow, Best Buy's Geek Squad will need to continue to scan the environment and try new approaches to creating customer value. What are some of the key new approaches that Geek Squad could explore?
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Document Information
Connected Book
Answer Key + Test Bank | Marketing 13th Edition by Kerin and Hartley
By Roger A. Kerin, Steven W. Hartley