Marketing Quizes 1-3, Marketing Quizes 4 & 5
Badger Hardware was planning on raising the pay of its managers, but not its frontline employees. To determine the potential ethical issues, it should first identify the issues involved so that it can gather facts related to those issues. Select one: True False
TRUE
BlendMate, a firm that manufactures high-end blenders, donates $10 per blender sold to a local food bank. This is a form of corporate social responsibility. Select one: True False
TRUE
From a conscious marketing perspective, social responsibility is at the core of the business through the higher purpose and viewing the community and the environment as stakeholders. Select one: True False
TRUE
Key corporate social responsibility (CSR) stakeholders include employees, customers, the marketplace, and society. Select one: True False
TRUE
Once the marketing strategy is implemented, controls must be in place to be certain that the firm has actually done what it has set out to do. Select one: True False
TRUE
The Wheel of Social Media Engagement includes the following five effects as drivers of social media: Information, Connected, Network, Dynamic, and Timeliness. Select one: True False
TRUE
The focus of social media efforts targeted at customer interaction is building connections.
TRUE
Population estimates show that by the year 2050, nearly 30 percent of the population in the United States will come from which group? Select one: a. Hispanics b. Native Americans c. Asians d. Pacific Islanders e. Eastern Europeans
a. Hispanics
For corporate leaders, their firm's ability to __________ must be of paramount importance. Select one: a. balance shareholder interests with the needs of society. b. balance employees' needs with the needs of the environment c. balance profits and expenses d. make a profit e. benefit shareholders only
a. balance shareholder interests with the needs of society.
Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing. Select one: a. production-oriented b. retailing-oriented c. sales-oriented d. value-based marketing e. market-oriented
a. production-oriented
When a T-shirt manufacturer states, "We sell it only in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing? Select one: a. production-oriented b. sales-oriented c. market-oriented d. economics-oriented e. value-based marketing
a. production-oriented
If a radio station holds an online contest in which you must log in to its website and submit personal details such as name, phone number, and e-mail in order to participate, the radio station is Select one: a. overstepping its role. b. offering an exchange. c. implementing a CRM program. d. behaving unethically. e. hoping to receive feedback.
b. offering an exchange.
When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted? Select one: a. Engage b. Energize c. Excite d. Experience e. Educate
c. Excite
Which of the following apps would help consumers fulfill their "need to accomplish"? Select one: a. SkyMap b. Snapchat c. Flipboard d. MyFitnessPal e. Google Calendar
d. MyFitnessPal
This type of thought-sharing site typically provides the highest level of control for companies. Select one: a. personal blog b. Google+ c. Flickr d. corporate blog e. professional blog
d. corporate blog
Typical demographic data include all of the following except Select one: a. education. b. race. c. gender. d. language differences. e. income.
d. language differences
What retailer, in 2013, suffered a massive security breach that allowed hackers to steal credit and debit card information for millions of customers? Select one: a. Kmart b. Sears c. Macy's d. JCPenney e. Target
e. Target
All of the following are questions posed in the ethical decision-making metric except Select one: a. Will I be able to look at myself in the mirror and respect what I see? b. Would the person I admire most engage in this activity? c. Can I give a clear explanation for my action? d. Would I want to see this action described on the front page of the local paper? e. Will this action help advance my career?
e. Will this action help advance my career?
After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, all parties relevant to the decision should Select one: a. choose a course of action. b. vote, with the majority deciding the best course of action. c. engage in legal discourse. d. reidentify the issues. e. brainstorm for alternatives.
e. brainstorm for alternatives.
Southwest Airlines operates a blog called Nuts About Southwest. A group of employees share the responsibility for posting items of potential interest to customers-for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. Nuts About Southwest is an example of a Select one: a. personal blog. b. professional blog. c. social blog. d. network blog. e. corporate blog.
e. corporate blog.
How is the cost to companies and entrepreneurs using Google Analytics calculated? Select one: a. flat fee b. correlation to conversion rates of website c. a few cents per 100 hits d. free for individuals; corporate rates based on usage e. free for everyone
e. free for everyone
Abercrombie & Fitch, a clothing retailer, includes a "SHARE" link on the product pages of its website. This link encourages an Abercrombie customer to post a link (perhaps showing a new style of jeans) on Facebook or Twitter. Abercrombie & Fitch hopes that the customer's friends (who are probably very much like current customers) will click the link, visit the page, and make purchases. This is an example of a __________ growth strategy. Select one: a. diversification b. product development c. product proliferation d. market development e. market penetration
e. market penetration
Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and Select one: a. knowledge of competing products. b. are removed from traditional marketing alternatives. c. a thorough knowledge of his brand messages. d. the ability to negotiate discounts. e. the ability to buy them.
e. the ability to buy them.
A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.
FALSE
Among the key differences between conscious marketing and CSR is the unique view on shareholders that is absolutely critical to CSR. Select one: True False
FALSE
Applying age as a basis to identify customers is unethical, as it involves stereotyping. Select one: True False
FALSE
Brainstorming in the ethical decision-making framework occurs immediately following the identification of issues. Select one: True False
FALSE
Business ethics and marketing ethics are synonymous terms. Select one: True False
FALSE
Effectively managing supply chain relationships has a minimal effect on profitability. Select one: True False
FALSE
One way in which conscious marketing differs from corporate social responsibility (CSR) is that CSR takes a holistic, ecosystem view of business as a complex, adaptive system. Select one: True False
FALSE
The most basic corporate social responsibility to employees is to ensure the highest pay for the work performed. Select one: True False
FALSE
The most popular microblogging site is Google+. Select one: True False
FALSE
Introducing newly developed products or services to a market segment the company is not currently serving is called Select one: a. market development. b. diversification. c. product development. d. product proliferation. e. market penetration.
b. diversification.
For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates Select one: a. strategic plans. b. threats. c. weaknesses. d. opportunities. e. strengths.
d. opportunities.
The objectives of the 4E framework for social media are excite, educate, engage, and evaluate.
FALSE
The strategic planning process always proceeds sequentially through the five steps. Select one: True False
FALSE
Tipco Computer Company decided to market its tablet computers to preschoolers, even though the tablets were better suited for much older children. This potentially unethical activity takes place during the control phase of the strategic marketing planning process. Select one: True False
FALSE
When a manufacturer sells truck and car parts to Toyota, this is an example of B2C marketing. Select one: True False
FALSE
The XYZ firm is in Step 4 of its ethical decision-making process. Executives were asked to take the publicity test using an ethical-decision making metric. All scores were in the "No" column. What does this mean? Select one: a. The situation is ethically troubling to the executives. b. The executives need to step back and reflect on how they wish to proceed. c. The situation is not ethically troubling to the executives. d. The executives need to retake the test or take the moral mentor test instead. e. The results are invalid and the executives need to take the transparency test.
a. The situation is ethically troubling to the executives.
When Toyota owners began to report problems with sticking accelerator pedals and nonfunctioning brakes, Toyota at first ignored or rejected the claims. Eventually, the company evaluated the issue and issued a recall. Which of the four steps of the ethical decision-making framework was Toyota performing when it recalled several of its 2007-2010 models? Select one: a. choose a course of action b. brainstorm and evaluate alternatives c. assess risk d. gather information and identify stakeholders e. identify issues
a. choose a course of action
During the __________ phase of the strategic marketing planning process, marketers utilize systems to check whether each conscious marketing issue raised in earlier phases was addressed. Select one: a. control b. assessment c. planning d. implementation e. social responsibility
a. control
To determine how attractive a particular market is using the BCG portfolio analysis, __________ is(are) established as the vertical axis. Select one: a. market growth rate b. sales dollars c. market size d. market profit potential e. competitive intensity
a. market growth rate
The __________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you." Select one: a. mission statement. b. company description c. market analysis d. executive summary e. financial plan
a. mission statement.
Marketing channel management is also known as Select one: a. supply chain management. b. endless chain marketing. c. production management. d. wholesaling. e. a transactional orientation.
a. supply chain management.
Even though they operate from out-of-the-way airports and offer few extra services, discount, no-frill airlines like Ryanair and EasyJet have been successful. Consumers obviously consider Select one: a. the benefit of lower prices to be greater than the cost of reduced services and less convenience. b. the prices to be slightly lower, but not low enough to have much influence. c. the extra services offered by these airlines to be the most thorough in the industry. d. the long-term relationships established by these airlines to be a critical benefit. e. the major airlines to be worthless.
a. the benefit of lower prices to be greater than the cost of reduced services and less convenience.
The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely Select one: a. create a demand for a new generational cohort. b. make it difficult to collect demographic information. c. reduce regional cultural differences. d. decrease national cultural identity. e. make it more difficult for companies to differentiate their products.
c. reduce regional cultural differences.
The global athletic footwear market is expected to experience only very slow growth over the next several years. Nike is the market leader. According to Boston Consulting Group portfolio analysis, how should Nike treat its athletic shoe business? Select one: a. Nike will probably have to invest heavily in the athletic shoe business, including extensive promotions and new production facilities. b. Nike's athletic shoe business still requires some investment, but it is likely to produce excess resources that can be invested in other divisions of the company. c. Nike should invest in the athletic shoe market only if it helps boost the sales of other products in fast-growing markets. d. Nike should consider exiting the athletic shoe market. e. Nike should stop investing in its athletic shoe business; it has already reaped all the benefits it is likely to receive.
b. Nike's athletic shoe business still requires some investment, but it is likely to produce excess resources that can be invested in other divisions of the company.
Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. Hisaoki's company failed to Select one: a. promote the firm's corporate social responsibility efforts. b. identify issues. c. brainstorm and evaluate alternatives. d. choose a course of action. e. analyze the needs of the industry.
b. identify issues.
After major hurricanes like Katrina, many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers, even though due to the huge increase in demand they could charge much more. These firms probably recognize that Select one: a. a transactional orientation is the key to long-term profitability. b. lifetime profitability of relationships matters more than profits from a particular transaction. c. they can make more money from government contracts than from sales to customers. d. none of their competitors would be raising prices. e. if they raised prices they would be in violation of Commerce Department regulations.
b. lifetime profitability of relationships matters more than profits from a particular transaction.
When making decisions, managers often have to decide between doing what is beneficial for them (and possibly the firm) in the short run, and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, a firm Select one: a. should adhere rigidly to legal standards in its industry. b. must align the short-term goals of each employee with the long-term, overriding goals of the firm. c. must always put society's needs ahead of the firm's needs. d. must evaluate its quarterly profit statement from an ethics standpoint. e. must state its long-term goals in general terms, so as to not interfere with managers' short-term goals.
b. must align the short-term goals of each employee with the long-term, overriding goals of the firm.
What is the focus of a firm that develops a relational orientation with its customers? Select one: a. Working with competitors to simplify product offerings for customers b. Generating profits quickly before customers shop elsewhere c. Gaining lifetime profitability from customer relationships d. Gaining profit from each customer transaction e. Relating product knowledge to customers' interests
c. Gaining lifetime profitability from customer relationships
Compared to the average company, firms with strong ethical climates tend to Select one: a. offer more goods and services. b. employ more business development consultants. c. be more socially responsible. d. invest more in sales training software. e. have higher turnover.
c. be more socially responsible.
Denny is considering the question, "Did our actions have a negative impact on any stakeholder group?" Denny is addressing marketing ethical issues in the __________ phase of the strategic marketing planning process. Select one: a. situation analysis b. planning c. control d. implementation e. brainstorming
c. control
Many corporations are shifting from defined benefit to defined contribution retirement programs. When considering changes to retirement programs, the primary stakeholders are the Select one: a. competition. b. marketing managers. c. employees. d. shareholders. e. customers.
c. employees.
When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries? Select one: a. social trends b. symbols c. language d. demographics e. dress
c. language
The process of dividing the market into groups of customers with different needs, wants, or characteristics is called Select one: a. value capture. b. target marketing. c. market segmentation. d. positioning. e. allocation.
c. market segmentation.
In the __________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders. Select one: a. evaluation b. implementation c. planning d. control e. brainstorming
c. planning
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 was the loss of WorldCom's sponsorship of the Sea Pines Heritage PGA golf tournament. The tournament funds the Heritage Foundation, a major community charity. This example illustrates Select one: a. the need to identify issues. b. that unethical firms cannot be socially responsible. c. that the impact of unethical actions can reach far beyond the corporation. d. the questionable advantage of social responsibility. e. the lack of information needed to make ethical decisions.
c. that the impact of unethical actions can reach far beyond the corporation.
Manufacturers that use just-in-time manufacturing systems coordinate closely with suppliers to ensure that materials and supplies arrive just before they are needed in the manufacturing process. While just-in-time systems can offer major advantages in terms of inventory costs, they must be carefully managed. If a firm found that its just-in-time system was badly managed, leading to frequent manufacturing delays due to missing parts, this would represent a(n) __________ in a SWOT analysis. Select one: a. metric b. opportunity c. weakness d. strength e. threat
c. weakness
__________ provides a detailed, multipronged "Statement of Ethics" that can serve as a foundation for marketers. Select one: a. The Advertising Association of America b. The Better Business Bureau c. A group of well-respected marketing executives d. The American Marketing Association e. Johnson & Johnson
d. The American Marketing Association
The results of the 2010 census suggest what about the 42 million African American U.S. households? Select one: a. They are less affluent, but more suburban. b. They are younger and less affluent. c. They are older and less affluent. d. They are more affluent and suburban. e. They are older and more urban.
d. They are more affluent and suburban.
All of the following statements regarding corporate social responsibility are true except Select one: a. today, virtually all large and well-known companies engage in some form of CSR. b. firms believe that they have legal and economic duties in addition to responsibilities to society. c. CSR actions are voluntary. d. a firm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders. e. CSR can be defined as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line.
d. a firm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders.
After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, __________ should engage in brainstorming and evaluating alternatives. Select one: a. key customers b. any individuals with competing interests c. elected officials d. all parties relevant to the decision e. the senior managers most involved
d. all parties relevant to the decision
Every year, General Mills issues a report discussing how the firm has performed against its own standards of conscious marketing. This report is part of General Mills' __________ phase of its strategic marketing planning process. Select one: a. marketing mix b. implementation c. planning d. control e. evolution
d. control
If McDonald's wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas except Select one: a. offering an expanded menu of healthy options. b. using solar power in its restaurants. c. making nutritional information readily available to consumers. d. creating an advertising campaign targeting elementary schoolchildren. e. using recycled paper in its food packaging.
d. creating an advertising campaign targeting elementary schoolchildren.
Sodexo is a corporation that manages school cafeterias, university dining halls, mess halls at military bases, concession stands at sports arenas, and other large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a __________ growth strategy. Select one: a. product proliferation b. product development c. market development d. diversification e. market penetration
d. diversification
Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. The first thing Garrett should do is to Select one: a. gather information and identify stakeholders. b. promote the firm's corporate social responsibility efforts. c. choose a course of action. d. identify issues that need to be addressed. e. brainstorm alternatives.
d. identify issues that need to be addressed.
If Melissa decides to sell the best ice cream on earth, and intends to establish a strong ethical climate in her organization, during which phase of the strategic marketing planning process should she introduce ethical considerations? Select one: a. experience b. implementation c. ethics d. planning e. control
d. planning
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 practices for all suppliers and consumers. These actions are part of the __________ environment of business. Select one: a. technological b. communication c. social d. political/regulatory e. constitutional
d. political/regulatory
In value-based marketing, the promotion element of the four Ps communicates the __________ to customers through a variety of media. Select one: a. operational excellence strategy b. target market definition c. relative market value d. value proposition e. mission statement
d. value proposition
A generational cohort is a group of people Select one: a. who are not open to new things. b. with the same beliefs and values. c. who grew up and went to school together. d. who are of the same generation. e. who purchase only one brand of a product throughout their lifetime.
d. who are of the same generation.
