Marketing Exam Two

______________________ is an ideal place for counterfeiters. To the local officials, they are positive economic assets because they: (check all that apply) o produce jobs o create revenue o pay taxes o pay local officials dividends (bribes) o are just darn nice people

China o produce jobs o create revenue o pay taxes o pay local officials dividends (bribes)

In 1902, Orator Woodward [the owner of Jell-O] rolled out the first national _____________ __________________________.

ad campaign

There are a huge number of uses. And what a lot of people don't understand is in terms of starch, there's more starch used in consumer goods, what we call _____________________ _________________________________, than there is as food.

bio-based products

It was, in fact, the invention of what advertisers call _____________________, getting customers to connect a product with quality or reassurance so they'll keep buying.

branding

One product frequently linked to terror groups is _________________________.

cigarettes

The bowl of corn flakes utterly changed the American marketplace, and all because Americans just wanted to ______________________________.

eat right

The dark side of illicit trade stretches far beyond the manufacture of designer bags. A far deadlier type of production is _______________________________________.

fake pharmaceuticals

By 1920, __________________________________ was the biggest business in America; bigger than cars and bigger than steel. And cereal lead the way.

food processing

The economic dangers posed by counterfeits are only part of the threat. Fakes also carry serious _________________ and ____________________ risks.

health; safety

According to U.N. figures, _________________________________ is a $30 billion dollar a year enterprise, and the fastest-growing sector of the illicit economy.

human trafficking

The science behind a genuine product is known as ______________________________...

intellectual property

No matter where corn grows, adaptation and versatility have made it for some, the 21st century's gold. That's partly because ________________________________________. You'll find corn in over 400 non-food items, from adhesives to explosives.

it's not just for food

In 1926, America's first radio ________________ ever was written and broadcast for Wheaties. Seven years later, Wheaties informed the public it was now the "Breakfast of Champions" and invented the ______________________ ________________________.

jingle; sports endorsement

But it's a rotten deal for the rest of us. Counterfeiting leaches money from almost every part of our economy. And when money is lost by companies or the government, ____________________________________.

jobs get out

The 2nd World War spurred a giant surge in research into nutrition, preservation and ______________________________ of food.

mass production

But the combination of freezer and ______________________ put frozen food on the table once again.

microwave

Surprisingly, when counterfeiters are caught, the penalties are ___________________.

minimal

Both SPAM and Jell-O are American originals and were created by risk-taking gamblers and basement experimenters, and they're still around today because they share the same beloved American flavor: ________________________.

nostalgia

If consumers want to fight back, they need to shop smart. They should: (check all that apply) o Buy from reputable stores with good return policies. o Be suspicious of unbelievably cheap products. o Think twice about buying products whose prices are too good to be true. [Be personally responsible.]

o Buy from reputable stores with good return policies. o Be suspicious of unbelievably cheap products. o Think twice about buying products whose prices are too good to be true. [Be personally responsible.]

t's far too simple to say that buying a knock-off bag lead to the deaths [from fake pharmaceuticals] in Panama. But... (check all that apply) o the supply chain o the brand of corruption o the forces involved ...are the same.

o the supply chain o the brand of corruption o the forces involved

Extravagant promises were commonplace. If they couldn't get you to buy with promises, they brought presents for your kids. In 1911, Kellogg offered the very first ____________ inside a box of corn flakes.

premium

Milton Hershey's whole caramel business was based on selling a lot of a product at a small ____________________________________. So you have to sell a lot of it.

profit margin

Even though Twinkies are among the most popular items to put into time capsules, Twinkies do not have an infinite __________________________. They have to sell within two weeks, or out they go.

shelf life

In the 1980s, frozen food fell out of fashion, condemned as flavorless and unappealing, after giant leaps in the _________________________________________ introduced a huge new range of fresh food to American markets.

shipping business

More than handbags or watches, _____________________ are the most counterfeited product in the world today.

shoes

The production process from planting a seed of corn to making PLA [a.k.a. "corn plastic" or "bioplastic"] is a much __________________________________________ than oil-based plastics.

smaller environmental footprint

_______________________ [a.k.a. cyberspace] has made the link between the consumer and the counterfeiter a much shorter path.

the internet

Bioplastic costs about the same to produce as petroleum-based plastics, but bioplastic decomposes much faster [when composted properly]. True or False?

true

The name SPAM came about as the result of a drinking game. TRUE or FALSE?

true

The profit margin for dealers [of counterfeit goods] is greater than for any other illegal business. True or False?

true

To simply copy intellectual property is stealing. True or False?

true

We think of plastic as a petroleum-based product, but corn will do the job, too. [i.e. plastic products can be made out of corn] True or False?

true

China is only the nexus of this activity because of great demand from overseas. So, the problem is not China. The problem is the _________________________ for counterfeit.

world demand