Chapter 5

Question 1

Microenvironment

Answer 1

those that are distinct and individual such customers, producers, marketing intermediaries, public entities, and company itself

Question 2

Macroenvironment

Answer 2

encompassing and they include concepts such as demographics, economics, social and cultural factors, tech, and natural envt

Question 3

Coffee trends in US

Answer 3

1938: Nescafe launched instant coffee
1950: Folger’s commercial
1971: Starbucks opened
2010: Specialty coffee consumption doubled since ‘10

Question 4

Culture (Country)

Answer 4

Country: artifacts, behavior, symbols, physical settings, ceremonies, etc.

Question 5

Culture (Regional)

Answer 5

Regional: specific for geographic location

Question 6

Political/regulatory environment: 1890

Answer 6

Sherman Antitrust Act (competition)

Question 7

Political/regulatory environment: 1914

Answer 7

Clayton Act (no monopolies)

Question 8

Political/regulatory environment: 1914

Answer 8

Federal Trade Commission

Question 9

Political/regulatory environment: 1936

Answer 9

Robinson-Pat Act (price discrimination)

Question 10

Demographics

Answer 10

Gender (male, female, etc.), Income (purchasing power), Race (white, black, etc.), Education (education=related to income)

Question 11

Generational cohorts: Gen Z

Answer 11

2001-2014

Question 12

Generational cohorts: Gen Y

Answer 12

1977-2000

Question 13

Generational cohorts: Gen X

Answer 13

1965-1976

Question 14

Generational cohorts: Baby Boomers

Answer 14

1946-1964

Question 15

Trends

Answer 15

Health/wellness, greener consumers, primary concerns