CH Marketing 3-5 final exam

The Erie Canal first opened nearly 200 years ago, in 1821. Although most sections have since been replaced by railroads and roads, the Canal's impact is still felt in Central New York. When we eat salt potatoes at a summer barbecue, this is an example of---- that dates back to the heyday of the salt industry ? Changing demographics Macroenviromentalism Greenwashing Generational cohorts Regional culture

Changing demographics.

Jenna achieves the---- effect of social media engagement when she cracks in, posts a picture to instagram, uploads a video to YouTube, or shares a link to an article she liked on Facebook. Social Connected Excitement Information Media

Connected.

When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming ? Succesful Conscious marketers Recognized Ethical professionals Profitable

Conscious marketers.

Hudson Appliance Corp. has made a name for itself in the community. It is known for its environmental-responsibility efforts and thoughtful decisions that show it is concerned with more than just making a profit. It can be said that this company demonstrates ? Unrelated diversification Related diversification A product standard The 4 P's Conscious marketing

Conscious marketing.

It is Corey's job to constantly monitor the information on the company website to make sure it is accurate and up to date. Which of the 7C's of the online marketing framework is she concerned with? Community Content Connection Communication Commerce

Content.

Every year, General Mills issues a report discussing how the firm has performed against its own standards of ethical conduct. This report is part of General Mills' __________ phase of its strategic marketing planning process. ? Implementation Marketing mix Planning Evolution control

Control.

One important measure of Social Media's effectiveness is the percentage of site visitors who take the action the site owner hoped for- making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's ? Bounce rate Click paths Conversion paths Hits Extended network

Conversion rate.

Northeast Foodbank Corp. works in cooperation with three local grocery stores and a meat market to supply food to underprivileged families. The grocery stores and meat market are examples of ? Cartels Cooperatives Corporate partners Customers Cultural cohorts

Corporate partners.

Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insights books educate travelers about a country's ? Society Politics Culture Macroenviroment Demogrpahics

Culture.

Marketers in the United States are paying increasing attention to ethnic groups because ? They represent a majority of the population in nonurban areas of the country They are more susceptible to marketing messages Government subsidies assist marketers attempting to communicate value to these groups Appox 80 percent of all population growth in the next 20 years is expected to come from minority groups. Country culture is replacing regional culture as a key marketing consideration

Approx 80 percent.

Bernadette, a marketing executive who was born in 1952, advocated that her company focus on a print campaign for its new line of lipsticks other than spending money on online ads. This point of view may be attributed to the fact that she is a member of which generational cohort ? Millennials Gen Y Gen Z Baby Boomer Gen X

Baby Boomer.

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address ? Page views Keyboard analysis Sentient analysis Bounce rates Mobilization rates

Bounce rates.

While waiting in line at Target, Mitch sees signs reminding him to visit the company's website for online specials and to sign upper the Target Circle Rewards app. Other signs remind him that Target will match competitors prices on any item they sell. These store signs represent which 4E framework ? Experience Excite Educate Energize Engage

Educate.

Derek posted an energy in his blog talking about how happy he is with his new GoPro camera and how it will be the only brand he will purchase in the future. As a customer, Which facet of the 4E framework for social media is Derek most exhibiting ? Engagement Energy Education Excitement Experience

Engagement.

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with a purchase of an entree. This use of a location based software application demonstrates which of the 4E framework objectives ? Experience Energize Educate Excite Engage

Excite.

It is not usual to see firms offering free products samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, people can watch YouTube videos on different ways to use a product before they buy it. The opportunities represent which aspect of the 4E framework ? Educate Excite Engage Experience Energize

Experience.

On some websites, customers have the opportunity to download a sample of chapter of an e book prior to purchasing it. Which objective of the 4E framework does this fulfill ? Education Engagement Excitement Energy Experience

Experience.

In some lower socioeconomic US communities , there are groups of people who don't have access to fresh food options. They might shop at convenience stores where only packaged foods are available and there are no fresh fruits or vegetables. The nearest grocery store is many miles way and not accessible. These communities are referred to as ? Half food districts Food deserts Green markets Subtenance seekers Greenwashing

Food deserts.

Dimetrius's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Management reviewed and refined the alternatives. It should now choose the course of action that ? Involves the fewest employees Creates the least possible publicity Maximizes profits Generates the best solution for the stakeholders Minimizes costs

Generates the best solution for the stakeholders.

Prof. Costello's birthday is September 30th- the day this test is due! She was born in 1972 and will be 48 years old. What generational cohort does she belong to ? The Silent Generation Baby Boomers Millennial The Greatest Generation Generation X

Generation X.

Many U.S. consumers are purchasing hybrid automobiles because they leave less of a carbon footprint. These consumers are called? economical consumers green consumers hybrid consumers smart consumers greenwashing consumers

Green consumers.

When Kimberly Clark introduced rolls of toilet paper without the cardboard core, what social trend did this product respond to ? Regulatory issues Technological advances Green marketing Time poor society Cultural diversity

Green marketing.

Parkline Company knew that its customers were interested in environmentally-friendly business practices, so it began marking all of its products as environmentally friendly because they were made with all-natural ingredients, even though Parkline's plant was one of the worst polluters in town. The term for this practice is ? enviromarketing greenwashing virtual greening environmental exploitation deceptive advertising

Greenwashing.

How might a company like Amazon ensure that it behaves in a socially responsible way toward its employees ? It can ensure that its packaging materials are recyclable It can ensure that pay practices are fair at all levels of the company It can adhere to government mandated safety standards in the workplace It can pay at least minimum wage when the law requires it Social responsibility isn't relevant where employees are concerned, they are paid for their work and that's enough

It can ensure that pay practices are fair at all levels of the company.

How might a technology company like Apple ensure that it behaves in a socially responsible way toward its customers? It can protect the privacy of personal information collected on its websites It can adhere o government mandated safety standards in its stores It can ensure that its packaging materials are recyclable It can ensure that it pays its employees fairly Social responsibility isn't relevant where customers are concerned, it has to do with serving society

It can protect the privacy of personal information collected on its websites.

How might Dunkin Donuts ensure that it behaves in a socially responsible way toward members of its supply chain ? It can purchase coffee beans from suppliers who pay coffee growers a fair place It can pay its employees minimum wage as required by law Social responsibility isn't relevant where channel partners are concerned, it has to do with serving society It can use cups made from recycled paper It can offer healthy drinks and snacks in its stores

It can purchase coffee beans from suppliers who pay coffee growers a fair price.

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a ---- blog to a ----- blog ? Personal, professional Professional, personal Professional, network Personal, social Social, network

Personal , professional.

Marketers that include ethical policies and standards in the firm's mission or vision statements are introducing these concepts at which stage of the marketing plan ? Implementation phase Evaluation phase Control phase Planning phase Engagement phase

Planning phase.

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing strategies for all suppliers and consumers. These actions are part of the --- environment of business ? Technological Political/legal Social Demographic Communication

Political/ legal .

In New England, foot- long sandwiches are called "grinders," while in many other parts of the country they are called "subs." This is an example of the impact of ? Regional culture Social trends Regulatory factors Country culture Generational factors

Regional culture.

In terms of the 4E framework, for a firm's offer to excite its targeted customers, the offer must be ? Tangible Unique Relevant Substantial Comparable

Relevant.

From a marketing perspective, what role is played by professional bloggers ? Reviewing and giving product and service recommendations. Recruiting employees Sharing videos and photos of products Engaging customers on behalf to companies Introducing new products to the marketplace

Reviewing and giving product and service recommendations.

Companies can find out a lot about customers by listening to ( and monitoring ) what they say on their social networks, blogs, review sites, and so on. One technique that firms use to monitor such activity is called ? Sentiment analysis Enrichment analysis Education analysis Engagement analysis Reaction analysis

Sentiment analysis.

CVS is promoting greater health and wellness in their communication strategies by advocating that people should embrace "real" beauty. Various marketing channels help consumers discern the reality of the images they see. This is a response to a ________ trend that surrounds health and wellness concerns ? Marketing Service Social Technological Media

Social.

When Walmart issued new standards for livestock products that were raised on food without antibiotics or artificial growth hormones, it considered multiple--- , including the ranchers that supply the food, it's customers, and animal welfare groups ? Bankers Investors Corporate shareholders Stakeholders Marketing executives

Stakeholders.

When Bernie Ebbers, WorldCom's CEO, was convicted of financial crimes, WorldCom was forced to merge with MCI. One of the ramifications of this merger as the loss of WorldComs sponsorship of the Sea Pines Heritage PGA golf tournament. The tournament funds the Heritage Foundation, a major community charity. This example illustrated ? That unethical behavior is always caught That unethical firms cannot be socially responsible That unethical actions can impact stakeholders beyond the corporation The lack of information needed to make ethical decisions The questionable advantage of social responsibility

That unethical actions can impact stakeholders beyond the corporation.

Nest thermostats allow consumers to control the temperature in their home by using the app on their phone. The Nest also "learns" the patterns of a household and adjusts the temperature based on this information. Like other smart-home devices, the Nest is part of a group of products that represent ? Demographics Big Data Cloud computing GroupThink The Internet of Things

The Internet of Things.

In the immediate marketing environment, the first factor that affects the consumer is ? Technological advances Social trends Cultural values Demographics The firm itself

The firm itself.

When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using ---to see if the media "fit" its their advertising agenda ? Regional culture Demographics Scenario planning Country culture Micro-marketing measures

Demographics.

Although the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company continued to be a major donor to Houston area charities. While Enron had unethical business practices, it also ? Demonstrated corporate social responsibility Created a local ethical business climate Manipulated the public sentiment for its own benefit Practiced marketing ethics Falsified the company's finances through charitable donations

Demonstrated corporate social responsibility.