Chapter 20 Quiz
Which of the following is being followed as a guiding principle by a company that produces andheavily markets cigarettes, with many promotions aimed at young (although legal age)nonsmokers?
the philosophy that companies can do in good conscience whatever the market and legal systems allow
Consumer advocates call for additional consumer rights, including ________.
the right to be well informed about important product aspects
For truly sustainable marketing to occur, what is required of the marketing system?
That it is smooth functioning
The BeautyShop, a manufacturer of skin care products, uses only plant-based materials for itscosmetic products. It supports several environmental protection movements and movementsdefending human rights. This accounts for the company's efforts to build good will and corporatesocial responsibility. This exemplifies the ________ concept.
sustainable marketing
McDonald's marketing strategy during the last ten years has added healthy food options to itsmenu, phased out traditional artery-clogging trans fats, launched a major multifaceted educationcampaign, and addressed environmental issues. McDonald's current marketing strategy bestexemplifies the ________.
sustainable marketing concept
A federal agency ordered a fast food chain to stop running ads with false claims that its friedchicken is compatible with certain weight loss programs. Which agency had the authority to issuethis order?
the Federal Trade Commission
The sustainable marketing concept focuses on __________
the future needs of business and the future needs of consumers
The American Marketing Association (AMA) developed a code of ethics for marketers based on three principles. These three principles are __________.
do no harm, embrace ethical values, and foster trust in the marketing system
Activities that pay off for the firm and environment in the short run are known as__________ activities, where as activities that pay off in the longer run are known as __________ activities.
greening; beyond greening
The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller andinteractive games, appealed not only to teen boys but also to their sisters, moms, dads, and evengrandparents. This is a successful example of ________ marketing
innovative
According to the text, the issue of ethics presents special challenges for __________.
international marketers
Following the principle of __________, a company makes marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests.
societal marketing
Socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company is the central principle of __________.
sustainable marketing
Electrola Inc. is currently designing a new product line with the goal of making each product easyto recover, reuse, or recycle. Electrola Inc. hopes to recover many of these products when they reachthe end of their life cycle and reuse their components in new products. Electrola Inc. is in the________ stage of environmental sustainability
product stewardship
Proposals related to ________ include controlling the ingredients that go into certain products andpackaging as well as reducing the level of advertising "noise."
quality of life
According to societal marketing principles, bicycle helmets would be classified as a __________ product.
salutary
Bicycle helmets have low immediate appeal, but they tend to benefit consumers in the long run.This indicates that a bicycle helmet is an example of a ________ product
salutary
In which of the following scenarios would high-pressure selling tactics typically be mostadvantageous for marketers?
selling situations with one-time customers
Dove wanted to do more than just sell its beauty care products. The company was on a quest todiscover "real beauty" and help women be happy just the way they are. As a result, the DoveCampaign for Real Beauty was successfully launched in 2004. Which of the following types ofmarketing did Dove use?
sense-of-mission marketing
One look at a Pedigree ad or a visit to the Pedigree.com Web site confirms that the people behindthe Pedigree Brand really do believe the "We're for dogs" mission. Associates are even encouragedto take their dogs to work. To further fulfill the "We're for dogs" brand promise, the companycreated the Pedigree Foundation, which along with the Pedigree Adoption Drive campaign, hasraised millions of dollars for helping "shelter dogs" find good homes. This information indicatesthat Pedigree is practicing ________.
sense-of-mission marketing
Sense-of-mission marketing means that the company should define its mission in broad __________ terms rather than narrow product terms.
social
Cybertron Inc. was accused of deceptive pricing. Which of the following explains what most likelyoccurred?
Cybertron advertised a large price reduction from a phony high retail list price
Many critics charge that the American marketing system causes prices to be higher than they would be under more "sensible" systems. What are the three factors that critics say cause these inflated prices?
High costs of distribution, high costs of advertising and promotion, and excessive markups
__________ requires that the company continually seek real product and marketing improvements.
Innovative marketing
What is redlining?
The failure of large retailers to put stores in disadvantaged areas
__________ considers the present needs of business and the future needs of consumers.
The societal marketing concept
Which of the following considers the future needs of business and the current needs of consumers?
The strategic planning concept
How do sustainable companies create value for customers?
Through socially, environmentally, and ethically responsible actions
What is the purpose of high-pressure selling?
To persuade people to buy goods they had no thought of buying
Which of the following advertising situations would LEAST likely be considered "puffery"?
a retired couple drinking a vitamin and protein shake and then going bicycling
According to the text, the move from irresponsible consumption to sustainable consumption is ultimately the responsibility of __________.
consumers
Critics charge that a company's marketing practices can harm other companies and reducecompetition. One of the problems critics identified is ________.
barriers to entry
The organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers is called __________.
consumerism
Designing products that are easier to recover, reuse, recycle, or safely return to nature after usage is known as a(n) __________ practice.
cradle-to-cradle
Xerox Corporation's Equipment Remanufacture and Parts Reuse Program converts end-of-lifeoffice equipment into new products and parts. This not only helps sustain the environment, but it isalso highly profitable for the company. This practice is an example of a ________.
cradle-to-cradle practice
Criticisms of marketing's impact on society as a whole include __________.
creating too much materialism, too few social goods, and cultural pollution
Karl Harris, a marketing critic, is concerned about the pervasiveness of marketing. He points outthat advertising messages are everywhere, from Web sites and e-mails to unwanted direct mailand catalogs to television commercials and product tie-ins to billboards and store signage. Karl isconcerned about ________
cultural pollution
The marketing concept is a philosophy of ________.
customer value and mutual gain
By practicing __________, enlightened marketers build long-run consumer engagement, loyalty, and relationships.
customer value marketing
Which of the following is part of an internal green marketing program?
design for environment practices
According to societal marketing principles, breakfast foods that taste good and are also nutritious would be classified as __________ products.
desirable
Because not all managers have fine moral sensitivity, companies should __________
develop corporate marketing ethics policies
In going beyond greening, one thing companies can do internally is to __________.
plan for new clean technologies
Marketing critics accuse some producers of using materials and components that will break, wear, rust, or rot sooner than they should. This practice is known as __________.
planned obsolescence
The following quote best describes ________. "The marvels of modern technology include thedevelopment of a soda can which, when discarded, will last forever, and a car, which whenproperly cared for, will rust out in two or three years."
planned obsolescence
Nike produces shoes out of "environmentally preferred materials," recycles old sneakers, andeducates young people about conserving, reusing, and recycling. Nike is practicing ________
pollution prevention