MRKT 320 Test 1 Ch. 1-4

Individuals achieve the ________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook. a.) connected b.) information c.) interconnected d.) media e.) social

a.) connected

Which app pricing model is used by the app Candy Crush Saga? a.) freemium apps b.) paid apps with in-app purchases c.) paid apps d.) ad-supported apps e.) in-app purchases

a.) freemium apps

The ethical decision-making framework includes a.) adding people to the board of directors. b.) promote the firm's corporate social responsibility efforts. c.) describe the firm's business ethics. d.) hiring a marketing firm. e.) identify issues.

e.) identify issues.

Twitter is considered a a.) freemium app b.) corporate blog c.) search engine d.) professional blog e.) microblog

e.) microblog

The final step in the process of creating a digital marketing campaign is to a.) design the elements of the campaign b.) develop a budget c.) identify the target audience d.) set goals e.) monitor the program

e.) monitor the program

When Walmart pressured its vendors to supply it with environmentally friendly merchandise with labels to prove it, this effort most relates to the concept of a.) When Walmart pressured its vendors to supply it with environmentally friendly merchandise with labels to prove it, this effort most relates to the concept of b.) It can use cups made from recycled paper. c.) It can offer healthy drinks and snacks in its stores. d.) It can offer healthy drinks and snacks in its stores. e.) It can purchase coffee beans from suppliers who pay coffee growers a fair price.

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

Thought-sharing sites are also known as a.) showrooming b.) hits c.) beacon technology d.) crowdsourcing e.) blogs

e.) blogs

The most loyal customers use a.) in-store channels b.) mobile apps c.) multiple channels d.) desktop computers e.) websites

c.) multiple channels

What Amazon innovation might suggest replenishment of a previously ordered item, facilitate the purchase of a tool that the shopper is missing for a DIY project, or even recommend alternatives to consistently purchased products and brands? a.) Alexa b.) Twitter c.) Amazon ecosystem d.) Pinterest e.) Spark

a.) Alexa

Which of the following statements regarding corporate social responsibility is true? a.) Firms believe that they have legal and economic duties in addition to responsibilities to society. b.) A firm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders. c.) CSR actions are mandated by law. d.) CSR can be defined as distinguishing between right and wrong actions and decisions that arise in a business setting. e.) Today, very few companies engage in some form of CSR.

a.) Firms believe that they have legal and economic duties in addition to responsibilities to society.

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

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

What is a microblog? a.) a blog that allows people to share their thoughts, opinions, and feelings b.) a blog whose owner doesn't post very often c.) a blog run by a small business d.) a blog that supports only links to other posts e.) a blog that targets a very small consumer group

a.) a blog that allows people to share their thoughts, opinions, and feelings

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to a.) analyze content to assess the favorableness or unfavorableness of the sentiments. b.) create accurate keyword analysis. C. engage in promoting their new products. c.) develop beacon technology d.) get an accurate count of clicks

a.) analyze content to assess the favorableness or unfavorableness of the sentiments.

When Volkswagen owners began to report problems with rear coil springs, Volkswagen 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 Volkswagen performing when it recalled several of its models? a.) choose a course of action b.) gather information and identify stakeholders c.) identify issues d.) assess risks e.) brainstorm and evaluate alternatives

a.) choose a course of action

While waiting to be seated at Joes' Bar and Grill, Nadine receives a customer loyalty coupon through an app on her mobile phone for half off an appetizer or dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives? a.) excite b.) energize c.) educate d.) engage e.) experience

a.) excite

Which test asks the question, "Would I like to be on the receiving end of this action and all its potential consequences?" a.) the publicity test b.) the golden rule test c.) the moral mentor test d.) the transparency test e.) the person in the mirror test

b.) the golden rule test

________ provides a detailed, multipronged "Statement of Ethics" that can serve as a foundation for marketers. a.) A group of well-respected marketing executives b.) The Advertising Association of America c.) The American Marketing Association d.) Johnson & Johnson e.) The Mayo Clinic

c.) The American Marketing Association

Laurine is considering the question, "Did our actions have a negative impact on any stakeholder group?" She is addressing marketing ethical issues in the ________ phase of the strategic marketing planning process. a.) implementation b.) planning c.) control d.) brainstorming e.) situational analysis

c.) control

American Express Open Forum site invites business experts to share their wisdom in various posts. This is an example of what type of blog? a.) personal blog b.) microblog c.) corporate blog d.) weblog e.) professional blog

c.) corporate blog

Counting followers may not be sufficient to determine the value of an influencer, since there is a growing problem of fraud, such as when unethical "click farm" service providers offer to sell followers to social media personalities. So companies need to consider the 4Rs, which are a.) relationship, rapport, response, and relativity. b.) relevance, relationship, response, and return. c.) relevance, reach, response, and return. d.) relevance, rapport, response, and relationship. e.) rapport, reach, response, and return.

c.) relevance, reach, response, and return.

________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services. a.) The four Ps b.) Triple bottom line c.) Corporate social responsibility d.) Conscious marketing e.) Marketing analytics

d.) Conscious marketing

Vikram's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed? a.) planning b.) ethics c.) design d.) implementation e.) control

d.) implementation

The three-stage process that firms use to engage customers through social, online, and mobile media involves a.) reviewing, analyzing, and implementing. b.) implementing, reviewing, and correcting. c.) listening analyzing, and correcting. d.) listening, analyzing, and reviewing e.) listening, accomplishing, and reviewing.

d.) listening, analyzing, and reviewing

When Walmart pressured its vendors to supply it with environmentally friendly merchandise with labels to prove it, this effort most relates to the concept of a.) public relations b.) conscious marketing c.) business ethics d.) sustainability e.) business marketing

d.) sustainability

Binder & Sons is considering buying out a competing firm and closing most of the competitor's factories. 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, and then chose a course of action. If the managers are not confident about the decision, they should a.) consult customers b.) trust their instincts and move forward c.) lower their offering price for the competing firm d.) choose the least risky option e.) reexamine their alternatives

e.) reexamine their alternatives

Suppose that Hardee's wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using a.) click path analysis b.) sentiment analysis c.) keyword analysis d.) bounce rate e.) Google Analytics

b.) sentiment analysis

The definition of corporate social responsibility addresses a.) the golden bottom line b.) environmental impact c.) social media d.) employee salaries e.) the profit motive

b.) environmental impact

How is the cost to companies and entrepreneurs using Google Analytics calculated? a.) flat free b.) free for everyone c.) free for individuals; corporate rates based on usage d.) correlation to conversion rates of website e.) a few cents per 100 hits

b.) free for everyone

When making decisions, managers often have to decide between doing what is beneficial for themselves (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 a.) must align the short-term goals of each employee with the long-term, overriding goals of the firm. b.) must evaluate its quarterly profit statement from an ethics standpoint. c.) must state its long-term goals in general terms, so as to not interfere with managers' short-term goals. d.) must always put society's needs ahead of the firm's needs. e.) should adhere rigidly to legal standards in its industry.

a.) must align the short-term goals of each employee with the long-term, overriding goals of the firm.

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month? a.) need for "me time" b.) need for shopping c.) need for self-expression d.) need for socializing e.) need for accomplishing

a.) need for "me time"

If Martine 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? a.) planning b.) control c.) implementatino d.) ethics e.) experience

a.) planning

In a process called _______, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available. a.) showrooming b.) matching c.) deal-finding d.) highlighting e.) window-shopping

a.) showrooming

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, its customers, and animal welfare groups. a.) stakeholders b.) investors c.) corporate shareholders d.) marketing executives e.) bankers

a.) stakeholders

In the ethical decision-making metric, the question that asks, "Would I want the person I admire most to see me doing this?" applies to the a.) person in the mirror test b.) admired observer test c.) moral mentor test d.) transparency test e.) publicity test

b.) admired observer test

The type of influencer that has a large following and is widely recognized is usually known as a ________ influencer. a.) blog b.) celebrity c.) specialized d.) micro e.) social media

b.) celebrity

Individuals achieve the ________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook. a.) contextual effect b.) connected effect c.) commerce impact d.) community condition e.) commerce force

b.) connected effect

The principle that decisions be ethically based is part of the concept of a.) corporate social responsibility b.) conscious marketing c.) individual consumer issues d.) triple bottom line e.) marketing analytics

b.) conscious marketing

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices but was also a.) practicing marketing ethics b.) demonstrating corporate social responsibility. c.) creating a local ethical business climate. d.) falsifying the company's finances through charitable donations. e.) falsifying the company's finances through charitable donations.

b.) demonstrating corporate social responsibility.

The Bedford County School Board is concerned about deteriorating school facilities, combined with a shrinking budget. The board began by studying the issue, and then identified parents, children, teachers, staff, and taxpayers as groups who have a vested interest in the problem. The school board has listened to each group's concerns. In the ethical decision-making framework, its next action should be to a.) choose a course of action. b.) engage in brainstorming alternatives. c.) identify issues of concern to lawmakers. d.) evaluate the legal ramifications. e.) assess impact of its actions beyond the classroom.

b.) engage in brainstorming alternatives

Best Buy provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the _____ aspect of the 4E framework of digital marketing. a.) educate b.) excite c.) engage d.) experience e.) energize

b.) excite