Marketing chapter 20

Proposals related to ____ include strengthening consumer rights in cases of business fraud and financial protections, requiring greater safety, ensuring information privacy, and giving more power to government agencies.

consumer protection

Enlightened marketing calls for building long-run customer engagement, loyalty, and relationships by continually improving the benefits consumers receive from the firm's market offering. This is related to ____, one of the 5 sustainable marketing principles.

customer value marketing

_____ is a management approach that involves developing strategies that both preserve the environment and produce profits for the company

environmental sustainability

_____ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

environmentalism

in advertising, puffery is a term that refers to _____

innocent exaggeration for effect

the principle of ____ requires that the company continuously seek real product and marketing improvements

innovative marketing

a company that makes products that have low immediate appeal but may benefit consumers in the long run are _____ products.

salutary

Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover "real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real Beauty was successfully launched in 2004. Which of the following types of marketing did Dove use?

sense-of-mission marketing

_____ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs

sustainable marketing

a longstanding charge against intermediaries is that they mark up prices beyond the _____

value of their services