MKTG chapter 16 social responsibility and ethics

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The societal marketing concept states that companies should try to turn ________.

all of their products into desirable ones

A company should avoid high-pressure selling if it wants to ________.

build long-term relationships with valued customers

Promoting the use of sustainable ingredients, recycling and reducing solid wastes, and managing energy consumption relate to the consumer's right to ________.

consume now in a way that will preserve the world for future generations

Critics claim that companies in the ________ industry are more likely to introduce planned streams of new products that make older models obsolete.

consumer electronics

Products that give high immediate satisfaction but may hurt consumers in the long run are called ________ products.

pleasing

The challenge for makers of ________ products is to add long-run benefits without reducing the products' agreeable qualities.

pleasing

The European Commission recently accused Google of abusing its Web-search dominance, harming both competitors and consumers in European Union markets. The Commission also began investigating antitrust issues related to Google's Android mobile operating system. This is an example of ________.

predatory competition

According to critics, large marketing companies use patents and heavy promotion spending to ________.

prevent industry competition

The Card Company strives to recover, reuse, and recycle paper at the end of its life cycle to be used in the production of all new greeting cards. In fact, a hundred percent of all of its cards are made from recycled materials. In this case, The Card Company is demonstrating ________.

product stewardship

What are deficient products?

products that have neither immediate appeal nor long-run benefits

Carboi is a company that offers consumers the opportunity to buy carbon offsets, which are contributions to projects that combat global warming by reducing carbon emissions. Carboi offers contribution packages for driving, flying, and home energy use. Through Carboi, consumers can pay some of the ________ costs of their private goods and services.

social

When a company makes marketing decisions by considering consumers' wants and interests, the company's requirements, and society's long-run interests, it is most likely practicing ________ marketing.

societal

The ________ concept specifically focuses on the future welfare of customers, but not on future company needs.

societal marketing

The ________ concept specifically focuses on future company needs, but not the future welfare of customers.

strategic planning

Critics who assert that the marketing system promotes too much interest in material possessions are most likely concerned that the result of successful marketing will be ________.

unsustainable overconsumption

________ serves as a guide to the future, laying out how a company's products and services, processes, and policies must evolve and what new technologies must be developed to get there.

A sustainability vision

Marketing critics claim that the inevitable outcome of successful marketing is unsustainable overconsumption.

TRUE

Marketing critics claim that the overselling of private goods results in social costs.

TRUE

Satisfying consumers' immediate needs and desires does not always serve the future best interests of either customers or the business.

TRUE

Today, enlightened companies implement environmental sustainability strategies not because someone is forcing them to or to reap short-run profits but because it's the right thing to do.

TRUE

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

Consumerism

________ includes practices such as misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock.

Deceptive promotion

________ involves thinking ahead to create products that are easier to recover, reuse, recycle, or safely return to nature after usage, thus becoming part of the ecological cycle.

Design for environment

________ products give both high immediate satisfaction and high long-run benefits.

Desirable

_______ is a management approach that involves developing strategies that both support the ecological balance and produce profits for the company.

Environmental sustainability

________ is an organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment

Environmentalism

A company that makes marketing decisions by considering consumers' wants and long-run interests, the company's requirements, and society's long-run interests is practicing consumer-oriented marketing.

FALSE

According to the World Bank, firms from Australia, Denmark, Finland, and Japan engage in the most corrupt business practices.

FALSE

According to the societal marketing concept, firms and managers should focus primarily on what marketing efforts are legal and allowed.

FALSE

Bicycle helmets and some insurance offerings are considered pleasing products that give high immediate satisfaction but may hurt consumers in the long run.

FALSE

Companies that practice perceived obsolescence use product components that will break, wear, rust, or rot sooner than they should.

FALSE

Deceptive pricing practices include misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock.

FALSE

In sense-of-mission marketing, a company defines its mission in product terms rather than social terms.

FALSE

In the progress toward environmental sustainability, a company must first develop a sustainability vision, which serves as a guide to the future.

FALSE

Many low-income consumers find themselves in food deserts, which are plentiful in fruits and vegetables, fresh fish, and chicken but lack products like frozen pizzas, Cheetos, Moon Pies, and Cokes.

FALSE

Product stewardship is a "beyond greening" activity.

FALSE

Though marketers may make long-term gains with high-pressure selling tactics, this approach can do serious damage to short-term customer relationships.

FALSE

When a company expands by developing its own products rather than acquiring a competitor, the company is likely to be accused of reducing competition.

FALSE

When a company views and organizes its marketing activities from only the consumer's point of view, it is practicing societal marketing.

FALSE

While the societal marketing concept considers the future welfare of consumers and the sustainable marketing concept considers future company needs, the strategic planning concept considers both.

FALSE

Xorbate Blue is a relatively new food supplement that provides both high immediate satisfaction and high long-run benefits. Xorbate Blue is best classified as a salutary product.

FALSE

________ involves minimizing pollution from production and all environmental impacts throughout the full life cycle of goods.

Product stewardship

Each basic consumer right has led to more specific proposals from consumerists, such as nutritional and ingredient labeling.

TRUE

________ marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Sustainable

Cigarettes and junk food are considered pleasing products.

TRUE

Corporate marketing ethics policies should most likely address distributor relations, advertising standards, customer service, pricing product development, and general ethical standards.

TRUE

Deceptive packaging includes exaggerating package contents through subtle design and misleading labels.

TRUE

Developing biodegradable packaging and implementing energy-efficient operations are examples of pollution prevention activities.

TRUE

A major step in regulating unfair or deceptive acts or practices was the enactment of the ________ in 1938

Wheeler-Lea Act

Critics charge that high advertising and promotion costs unnecessarily increase retail prices. Marketers most likely respond to this criticism by arguing that advertising ________.

adds value by giving consumers product information

The App Store views and organizes its marketing activities from the viewpoint of its buyers, who are predominantly comprised of the Millennial generation. Management works hard to sense, serve, and satisfy the needs of this tech savvy demographic. Which of the following does The App Store most likely practice?

consumer-oriented marketing

The two major citizen action movements to keep businesses in line are ________.

consumerism and environmentalism

Jeff Barkins is a conscientious marketing manager. Sometimes, Jeff and his staff are unclear what decisions to make when faced with moral dilemmas. Jeff and other managers could create broad guidelines that everyone in the organization must follow in the form of a ________.

corporate marketing ethics policy

Jeremy Clarkson, a marketing critic, is concerned about the pervasiveness of marketing. He points to advertising messages everywhere, from Web sites and e-mails to unwanted direct mail and catalogs to television commercials and product tie-ins to billboards and store signs. From the description given, it can be concluded that Jeremy is concerned about ________.

cultural pollution

People who buy magazines that they like or who opt in to e-mail, social media, or mobile marketing programs rarely complain about the ads because they involve products and services of interest. This is counter to the claim that the marketing system creates ________. A) minimalistic social costs

cultural pollution

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

customer value marketing

Which sustainable marketing principle emphasizes building long-run consumer engagement, loyalty, and relationships?

customer value marketing

The Great Recession has most likely resulted in a(n)________.

decline in conspicuous spending

Which of the following is the best example of a salutary product?

dental insurance

Maytag's front-loading Neptune washer comes in attractive designs and also guarantees quick cleaning and high energy efficiency. The Neptune washer is most likely an example of a ________ product.

desirable

A toothbrush that costs ten cents to manufacture may cost a consumer $3.00 to buy. According to critics, this is an example of ________.

excessive markup

Natural & Safe sells a concentrated, biodegradable bathroom cleaner in a recycled container. This is best described as a component of the company's internal ________ program.

green marketing

Which of the following most likely suggests that marketers lack the power to create consumer needs and control market demand?

high failure rate of new products

Insurance, real estate, and used cars salespeople are trained to deliver smooth, canned talks to entice purchases. This is known as ________.

high-pressure selling

The nation's poor areas have 30 percent fewer supermarkets than do affluent areas. As a result, many low-income consumers find themselves ________.

in food deserts

In advertising, puffery refers to ________.

including innocent exaggeration for

Controlling the ingredients that go into certain products and reducing the level of advertising "noise" are part of proposals relating to the consumer's right to ________.

influence marketing practices in ways that will improve quality of life

What do most companies today focus on when it comes to protecting the environment?

investing heavily in pollution prevention

A common criticism of the marketing system is that intermediaries ________.

mark up prices beyond the value of their services

The ________ concept focuses on meeting the company's short-term sales, growth, and profit needs by engaging customers and fulfilling their needs and wants more effectively and efficiently than the competition.

marketing

High-pressure selling will most likely work in situations that involve ________.

one-time sales

Trendy Teens manufactures fashionable clothing and accessories for the tween and teen female markets. New merchandise with a very different look is rolled out each season and heavily promoted as the "must-have" style in a variety of media. For which of the following could Trendy Teens be easily criticized in this scenario?

perceived obsolescence

Some companies intentionally manufacture their products with materials or components that will break, wear, rust, or rot sooner than they should. This practice is called ________.

planned obsolescence

Beverages that are high in sugar are called ________ products.

pleasing

Critics claim that the urban poor often have to shop in smaller stores that carry inferior goods and charge higher prices because the large, national chain stores refuse to establish stores. This is known as the discriminatory practice of ________.

redlining

The challenge posed by ________ products is to add some agreeable qualities so that they will become more desirable in the consumers' minds.

salutary

Innovative marketing most likely involves ________.

seeking real product and marketing improvements

A class-action lawsuit was brought against a national burger chain, charging that its food contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but critics continue to point out the health dangers of many fast food menu items. From the description, it can be concluded that these critics are concerned that the fast food industry is ________.

selling harmful products

Doing good" and "doing well" are considered a double bottom line of values and profits for many organizations. Profits sometimes suffer as a result. This is one of the challenges of ________ marketing.

sense-of-mission

Lakeland Inc. employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. Lakeland could be most accurately described as practicing ________ marketing.

sense-of-mission

The ________ concept focuses on the future welfare of consumers and future company needs.

sustainable marketing

The ________ concept holds that a company's marketing should support the best long-run performance of the marketing system.

sustainable marketing

Which of the following is a traditional right of buyers?

the right not to buy a product that is offered for sale

Which of the following is a traditional right of sellers?

the right to introduce any product in any size and style, provided it is not hazardous to personal health or safety


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