Chapter 5

Question 1

the ___ is at the center of the marketing environment

Answer 1

customer

Question 2

4 components of the immediate marketing environment:

Answer 2

company capabilities, competitors, corporate partners, physical environment

Question 3

company capabilities (component of immediate marketing environment)

Answer 3

satisfying customer needs that match core capabilities

Question 4

competitors (component of immediate marketing environment)

Answer 4

know their strengths and weaknesses and likely reactions to activities

Question 5

corporate partners (component of immediate marketing environment)

Answer 5

parties that work with the firm

Question 6

how are products influenced by the physical environment (component of immediate marketing environment)

Answer 6

products influenced by how they’re used in the environment and vice versa

Question 7

6 macro-environmental components in the marketing environment

Answer 7

culture, demographics, social trends, technological advances, economic trends, political environment

Question 8

culture?

Answer 8

shared meanings, beliefs, morals, values and customs of a group of people transmitted by words, literature and institutions

Question 9

establish which appeals in country culture?

Answer 9

universal appeals within specific identities