Name:

I. Directions: Answer the following questions:

Chuchuness 1. It includes people born between 1946 and 1964.
_______________2. This generation is less materialistic; they prize experience, not acquisition. For many of
them who are parents, family comes first.
_______________3. They were the first generation to grow up in a world filled with computers, cell phones,
satellite TV, iPods, and online social networks.
_______________4. It involves the natural resources that are needed as inputs by marketers or that are affected
by marketing activities.
_______________5. It is the most dramatic force changing the marketplace.
_______________6. It consists of laws, government agencies, and pressure groups that influence or limit
various organizations and individuals in a given society.
_______________7. It consists of constitutions and other forces that affect a society’s basic values, perceptions, and
behaviors.
_______________8. It sets the company’s mission, objectives, broad strategies, and policies.
_______________9. They provide the resources to produce goods and services.
_______________10. Are distribution channel firms who buy and resell merchandise.
_______________11. Is a type of marketing intermediary that help finance transactions or insure against the
risks associated with the buying and selling of goods.
_______________12. A type of customers that consist of individuals and households that buys goods and
services for personal consumption.
_______________13. A type of customers that buy goods and services for further processing or use in their
production processes.
_______________14. It is the study of human populations in terms of size, density, location, age, gender, race,
occupation, and other statistics.

II. True/False
________15. Defining people by their birth date may be more effective than segmenting them by their lifestyle,
life stage, or the common values they seek in the products they buy.
________16. Being reactive means having aggressive actions to affect forces in the environment.
________17. Almost every marketing activity is subject to a wide range of laws and regulations.
________18. Microenvironment is the larger societal forces that affect the macroenvironment.

III.Enumeration
19-20. Give at least 2 types of publics
21-25. Give at least 5 actors in the microenvironment
26-30. Give at least 5 forces in the macroenvironment