Marketing Test 1

What percent of all civilian workers in the United States perform marketing activities?

25-33%

Malia thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is a common location for personal interviews today. a. the respondent's home b. the company's offices c. a shopping mall d. a city park e. the interviewer's home

A shopping mall

The practice of linking a firm's product marketing to a particular social cause on an ongoing or short-term basis is known as a. cause-related marketing. b. corporate benevolence. c. ethical marketing. d. economic responsibility. e. social responsibility.

Cause-related marketing

Companies that compete for the same limited financial resources of the same customers are known as ____ competitors. a. brand b. generic c. total budget d. product e. oligopolic

Total budget

A valid study a. results in a causal relationship between the independent and dependent variables. b. uses random sampling. c. measures what it is supposed to. d. portrays the population being studied. e. verifies expected results.

measures what it is supposed to

The marketing concept affects a. ​few decisions in an organization. b. ​just the marketing department. c. ​only marketing and finance. d. ​only production and marketing. e. ​all organizational activities.

All organizational activities

A set of values, beliefs, goals, norms, and rituals shared by members of an organization called

Corporate culture

Consumerism is a a. social movement that provides consumers with means for expressing satisfaction and expressing their gratitude to producers. b. diverse group of individuals and organizations attempting to protect the rights of consumers. c. social movement that is trying to encourage consumer satisfaction. d. social movement that is reorganizing the Council of Better Business Bureaus. e. diverse group of individuals and organizations opposed to foreign producers that sell products in the United States that are much cheaper than those produced by U.S. manufacturers.

Diverse group of individuals and organizations attempting to protect the rights of consumers.

When conducting marketing research internationally, primary data gathering will have a greater chance of success if the firm a. employs its own researchers who understand how the company prefers to conduct research. b. employs local researchers who understand how to approach potential respondents and can do so in their own languages c. employs its own researchers who understand how to conduct marketing research ethically. d. focuses on qualitative rather than quantitative data. e. employs nonprobability sampling.

Employs local researchers who understand how the company prefers to conduct research

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct a. hypothesis development. b. exploratory research. c. stratified sampling. d. experimental research. e. survey research.

Experimental research

Who drafted the Consumer Bill of Rights?

John F. Kennedy

A firm's culture may be expressed informally through a. codes of conduct. b. dress codes. c. organizational stories d. ceremonies. e. manuals.

Organizational stories

A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product. What are the essential variables that the marketing manager combines?

Product, price, distribution, and promotion variables

A potato chip company advertises that its newly launched product can lower cholesterol, although the company cannot provide evidence to substantiate this claim. This situation involves an ethical issue related to which element of the marketing mix? a. Pricing b. Product c. Promotion d. Production e. Distribution

Promotion

In which type of sampling design is the final choice of respondents left up to the interviewer? a. Cluster b. Stratified c. Random d. Quota e. Area

Quota

Information provided by one firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data. a. single-point b. single-source c. consumer demographic d. census e. multi-point

Single-source

Which of the following companies is the best example of a service marketer? General Electric, UPS, American Eagle, Song, The Democratic Party

UPS

​Marketing activities are a. ​implemented only to increase profits for the organization and to expand the scope of its customer base. b. ​used by small businesses and small nonprofit organizations the most. c. ​used by all sizes of organizations including for-profit, nonprofit, and government agencies. d. ​used by all types and sizes of businesses but are not used by nonprofit organizations. e. ​limited to use by larger for-profit and nonprofit organizations.

Used by all sizes of organizations including for-profit, nonprofit, and government agencies

Which of the following would be consistent with Grayson Manufacturing's understanding of the "bad apple" concept of improving the ethical conduct of salespeople? a. Using customers to review ethical guidelines b. Scrutinizing top management's conduct c. Publishing ethical guidelines for salespeople d. Retraining unethical salespeople e. Firing unethical salespeople

Firing unethical salespeople

Initiatives intended to improve an organization's positive impact on society and the natural environment are called a. socially-responsible marketing. b. environmental marketing. c. green marketing. d. energy-conscious marketing. e. socially-conscious marketing.

Green Marketing

Garrison receives $50,000 in income. He paid $10,000 in taxes, $7,500 in rent and utilities, $5,000 on food, $2,000 in clothing, and $1,000 on a new couch. Based on these calculations, Garrison's discretionary income is a. $25,500. b. $35,500. c. $28,000. d. $40,000. e. $24,500.

$25,500

A strategic window is a. ​the right combination of circumstances and timing that permit an organization to take action to reach a particular target market. b. ​the process that seeks information about events and relationships in a company's outside environment. c. ​what determines the factors that are most important in making a market attractive or strong. d. ​customers' requirements or desired benefits. e. ​a temporary period of optimum fit between the key requirements of a market and the particular capabilities of a firm competing in that market.

A temporary period of optimum fit between the key requirements of a market and the particular capabilities of a firm competing in that market

HealthCare Guardian Insurance rolls out an innovative nurse-on-call information system available online. The product is not widely accepted because patients don't see the need for such a service. This situation represents a failure in which aspect of implementing the marketing concept? a. Technological advancement b. Scanning corporate capabilities c. An information system to determine customer needs d. The organizational structure e. Top-management commitment

An information system to determine customer needs

High-volume data collected from social networks, RFID, retailer scanning, purchases, logistics, and production that marketers can use to discover unique insights and make more knowledgeable marketing decisions is best characterized as a. marketing analytics. b. secondary data. c. big data. d. single-source data. e. sampling data.

Big data

MasterCard provides credit cards to individuals who use their cards for purchases of meals, gifts, travel services (e.g., transportation, hotel), fuel, and more. MasterCard makes extensive use of purchase information to aid in management and marketing decisions as well as in its marketing efforts to enhance the number of businesses that accept payment by the MasterCard. MasterCard leverages its information about consumers by analyzing the charging history of credit card members, website traffic, and information gleaned through the use of "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest. MasterCard believes data provides significant insights. What type of information does MasterCard utilize? a. Experimental data b. Single-source data c. Big data d. Social data e. Marketing decision support system

Big data

​Your marketing team has started the analysis of your company's marketing environment. Competition has been very intense in recent years in your industry, so you decide to place more emphasis on analyzing the competitive forces in your industry. You group your competitors into the four types that a firm normally faces. In general, which one of the four types of competitors do you think will be the most formidable for your company? a. ​Features-oriented competitors b. Total budget competitors​ c. ​Generic competitors d. ​Product competitors e. ​Brand competitors

Brand competitors

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations. a. external secondary data b. sampling systems c. hypotheses d. primary data e. internal secondary data

External secondary data

Betty Vinson worked in accounting at WorldCom. When her bosses first approached her and asked her to make questionable accounting transactions, she balked. She knew from her training that these questionable transactions could be construed as misleading. At first, Betty Vinson held firm. But after being told by her bosses that it was the only way to save the firm's finances, she decided to comply. This is an example of a. ​why individual values should be trusted above all else. b. ​environmental factors that impact ethical decision making. c. ​opportunity factors that influence ethical decision making. d. ​how individual values affect a person's decisions. e. ​how organizational variables influence ethical decision making.

How organizational variables influence ethical decision making

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions? a. Collecting data b. Interpreting research findings c. Locating and defining problems or research issues d. Developing hypotheses e. Reporting research findings

Interpreting research findings

Cummins, which manufactures automotive parts, has a Code of Business Conduct that centers around ten Statements of Ethical Principles that serve as the foundation for ethical conduct at Cummins. The code addresses numerous issues and is available in many languages. Employees must sign off on it every year. How does Cummins' Code of Business Conduct promote ethical behavior? a. It details every situation employees might encounter. b. It reduces opportunities for unethical behavior by specifying what is expected of employees c. It allows employees to follow their own ethical standards. d. It encourages employees to identify ethical issues and to decide what is right. e. It mandates the hiring of only ethical employees.

It reduces opportunities for unethical behavior by specifying what is expected of emloyees

You want to include a detailed marketing organizational chart in the company marketing plan. Which of the section of the marketing plan will you include this chart in? a. ​Marketing Objectives b. ​Performance Evaluation c. ​Environmental Analysis d. ​Marketing Implementation e. ​SWOT Analysis

Marketing Implementation

Strategic planning requires __________ to facilitate the process of assessing opportunities or threats from competitors. a. international marketing b. marketing analytics c. marketing research d. consumer data e. internet surveys

Marketing research

Under the terms of the trade agreement CAFTA-DR, the state-run telephone system in Costa Rica was opened up for competition. Now four major companies dominate the telecommunications industry for mobile phones and Internet. The telecommunications industry in Costa Rica went from being a(n) ___________ to a(n) _______________. a. monopoly; oligopoly b. monopoly; monopolistic competition c. monopolistic competition; oligopoly d. pure competition; oligopoly e. oligopoly; monopolistic competition

Monopoly; oligopoly

If Glad expresses concern that its plastic bags and storage products are having too great an impact on the pollution of groundwater under landfills, this concern is directly related to the firm's a. marketing concept. b. social responsibility c. corporate benevolence. d. ethical responsibility. e. legal responsibility.

Social Responsibility

Which of the following statements about social responsibility is correct? a. Social responsibility does not deal with the total effect of all marketing decisions on society. b. Social responsibility dimensions do not include economic concerns. c. Social responsibility refers to principles and standards that define acceptable conduct in marketing as determined by various stakeholders. d. Social responsibility refers to a company's obligation to maximize its positive impact and minimize its negative impact on society. e. Social responsibility dimensions do not include philanthropic concerns.

Social responsibility refers to a company's obligation to maximize its positive impact and minimize its negative impact on society

C.J. Foods, a pet food maker, purchased Lortscher Animal Nutrition, Inc. (LANI), a miller and ingredient supplier, and now operates this division as a separate profit center within the firm. In this example, LANI is a(n) ____ unit of C.J. Foods. a. corporate b. strategic business c. dependent d. independent e. marketing

Strategic business

A recent meeting of the Council of Logistics Management Professionals featured an executive from HP, which is known for its ability to customize computers to customers' needs as well as the ability to provide quality products through its retail channel. The executive discussed the firm's capabilities regarding the ability to produce products that are "built-to-order" and noted that recent customer insight showed customers were less willing to wait 7 to 10 days to receive their computer even though it was built to their specifications. As a result of this customer trend, HP began forging relationships with retailers such as Best Buy to provide a limited number of computer models in the retailers' stores. In order to fulfill the orders to Best Buy, HP was required to make changes in its production and manufacturing such as holding more products in inventory and utilizing different modes of transportation. For example, HP was able to shift from a focus on air transportation to over-the-road trucking, which enabled it to cut costs in some areas. As HP shifted from a "build-to-order" manufacturer to a "make-to-stock" manufacturer, it also had to make investments in customer analytics to identify customer needs as well as collect insight regarding pricing. This customer insight was especially important to the retail partners like Best Buy, which requires its vendors to justify product stock decisions and provide proof that retail inventory will sell at the projected price points. HP's ability to modify its business model by forging relationships with retailers such as Best Buy as well as customer insights has helped the company achieve its revenue and profitability goals. Refer to Scenario 1.3. Which environmental factor is exemplified by the customer trend that consumers were no longer willing to wait 7 to 10 days for a "build-to-order" computer and led HP to modify its business model to become a "make-to-stock" manufacturer? a. Economic b. Regulatory c. Legal d. Competitive e. Sociocultural

Sociocultural

What is true about the marketing environment? a. Marketing environment forces usually do not impact one another. b. Good marketers are able to anticipate all marketing environment forces before they arise. c. Changing marketing environment forces are always advantageous for marketers. d. Competitive marketing environment forces are the hardest to understand. e. The effects of marketing environment forces can be difficult to predict.

The effects of marketing environments can be difficult to predict

Ecover, a manufacturer of personal care and beauty products, has a focus on sustainability. It has developed eco-packaging, eliminated many potentially harmful chemicals from its products, and has improved its production systems to reduce waste. What major social responsibility issue is Ecover addressing? a. Legal obligations b. Community relations c. Marketing ethics d. The natural environment e. Consumerism

The natural environment

During the 1920s, competition increased and business people realized they had to do more than just focus on manufacturing, which led to the _____ orientation a. production b. sales c. revolutionary d. reduction e. market

sales

When a purchasing agent for AMD is offered a bribe by a silicon manufacturer salesperson, a. an ethical issue primarily related to the pricing of products exists. b. a promotion-related ethical issue has been created. c. the purchasing agent is free to accept the bribe without consequences. d. there is an ethical dilemma for the purchasing agent that is product related e. no ethical issue exists under these circumstances.

a promotion-related ethical issue has been created

An ethical issue is a. a problem where there is no clear solution and no positive outcomes. b. an identifiable problem, situation, or opportunity requiring an individual to choose from among several actions that must be evaluated as right or wrong c. most often found in personal selling situations. d. a right or wrong decision that could have serious consequences on a firm's profitability. e. likely to arise when an employee's moral philosophy is consistent with the organization's expectations of the employee's behavior.

an identifiable problem, situation, or opportunity requiring an individual to choose from among several actions that must be evaluated as right or wrong

Gucci, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both ____ and ____. a. consistent; rigid b. variable; flexible c. consistent; flexible d. consistent; formal e. formal; flexible

consistent; flexible

Nancy knows her business has a problem because of an increasing number of consumer complaints received recently. She has decided how to make this problem a precise, researchable statement and should next move on to a. interpreting research findings. b. collecting data. c. taking corrective action. d. calculating reliability and validity. e. designing the research project.

designing the research project

Companies that incorporate ethics and social responsibility into their strategic plans are likely to experience a. negative publicity. b. increased lawsuits. c. improved marketing performance d. disappointed shareholders. e. reduced costs.

improved marketing performance

The Consumer Financial Protection Bureau settled a claim with the Bank of America for deceiving customers and unfairly billing them for services such as credit monitoring and identity theft protection. Bank of America agreed to provide refunds to 2.9 million people and pay $45 million in fines for their illegal credit card practices. Their deceptive practices dated to 2000 where they had billed customers for products such as "Privacy Guard" or "Privacy Assist" without first obtaining authorization for the products. The $45 million in fines includes $25 million as a civil penalty that will be paid to the Office of the Comptroller of the Currency and $20 million to the Consumer Financial Protection Bureau. The Bureau also claims that Bank of America deceived about 1.4 million customers into making about $268 million in payments by, among other things, improperly telling them the first 30 days of coverage were free or the benefits were greater than existed. Refer to Scenario 3.3. If the Consumer Financial Protection Bureau decides to contact the Federal Trade Commission (FTC) to investigate Bank of America and its practices regarding deceptive billing practices, and if the FTC believes that Bank of America has violated a law, the FTC would first a. issue a cease-and-desist order. b. order Bank of America to provide refunds to consumers. c. Order Bank of America to be divided into a number of small bank operations. d. order Bank of America to stop engaging in deceptive practices to avoid prosecution. e. order Bank of America to pay up to $10,000 per day for violating the law.

issue a cease-and-desist order

Coca- Cola executives realized that more consumers are concerned with health. It has since expanded into the bottled water and bottled juice markets. This is an example of a firm identifying and capitalizing on a a. core competency. b. marketing strategy. c. strength. d. competitive advantage. e. market opportunity.

market opportunity

According to the marketing concept, an organization should try to a. ​put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel. b. ​provide products that satisfy customers' needs and allow the organization to achieve its goals. c. ​consider short-run objectives and cash flow needs before developing new products. d. ​define its business as "making a product." e. ​view selling activities as the major means of increasing profits.

provide products that satisfy customers' needs and allow the organization to achieve its goals

Dillard's wants to learn about its consumers' attitudes toward online purchases. There are numerous studies that are available about consumers and online buying, but Dillard's believes its customers might be different from the usual online consumer profile, so it decides to conduct its own study. If Dillard's were to use the available data about consumer attitudes, it would be using ___ data; however, if Dillard's does its own study it would collect ______ data. a. secondary; primary b. primary; secondary c. secondary; descriptive d. descriptive; primary e. experimental; descriptive

secondary; primary

Secondary data cannot be obtained from a. the government. b. computerized literature retrieval databases. c. surveys. d. trade journals. e. international sources.

surveys

The Coca-Cola Company says it will donate 1% of its prior year's operating income annually to global initiatives that include empowering women, developing access to clean water, and education grants through the Coca-Cola Foundation. What social responsibility issue does this program address? a. The natural environment b. Marketing ethics c. Community relations d. Consumerism e. Promotion

Community relations

What is one way to analyze costs when conducting marketing cost analysis? a. Divide sales transactions by fixed costs b. Compare its market share with the market share of competitors c. Use fixed costs to determine how to use marketing funds more effectively d. Compare a company's costs with industry averages e. Contrast marketing costs to sales transactions

Compare a company's costs with industry averages

Which of the following issues is an ethical issue in marketing research? a. Rising cost of marketing research b. Confidentiality issues in marketing research c. Staffing the marketing research team appropriately d. Clogging consumers' email and mailboxes with promotional materials e. Using big data to sell products to consumers

Confidentiality issues in marketing research

Apple has been successful by anticipating what consumers would want in new technological advances, convenience, and ease of use. The introduction of the iPad was an example of a _____ for Apple, something that an organization does extremely well and may give a company an advantage over its competition. a. marketing opportunity b. benchmark c. strategic vision d. sustainable competitive advantage e. core competency

Core competency

Jessica Cage is the supply chain manager for a large plastics manufacturing company. She is responsible for procuring a wide variety of raw materials to be utilized in the manufacturing process of the firm's plastic products. As part of an annual quality control and expense analysis, Jessica is reviewing the prices charged by the raw materials suppliers and also seeking bids from competing suppliers to determine whether any savings could be realized. Jessica is rewarded by the company with bonuses when she is able to reduce expenses associated with the raw materials as this could lead to higher profit margins on the products they manufacture. Jessica knows that saving a few cents can make a dramatic difference because the firm manufactures thousands of products at its state-of-the-art facility in Indiana. What type of analysis do you believe Jessica Cage can perform utilizing the data related to the prices charged by their current and prospective raw materials suppliers? a. Engagement analysis b. Sales analysis c. Breakeven analysis d. Cost analysis e. Advertising analysis

Cost analysis

To fulfill customer expectations about a seller's future behavior, marketers must a. deliver on promises made. b. advertise and sell products. c. create, distribute, promote, and price products. d. tell the truth on social media. e. maintain favorable relationships with stakeholders.

Deliver on promises made

You work in the marketing department of a company that sells computers directly to customers. Recently, your CEO decided he wants to expand and begin selling through popular retailers. You have been given the task of identifying retailers that reach a significant portion of the target market but that also fit with the quality of your company's brand. Once these retailers are selected, you are to work with these retailers to negotiate shelf placement. Your job deals mainly with which marketing mix element? a. Promotion b. Pricing c. Product d. Distribution e. Packaging

Distribution

Stay and Play Hotel is a full-service pet salon and boarding kennel. Stay and Play has an interactive website where customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat. Stay and Play has several unexpected services, such as a 600-square-foot swimming pool, complete with slide and dog-friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day care. Stay and Play has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Stay and Play is also open 24 hours a day, 365 days each year so that customers can pick up their pet at any time. The cost for an overnight stay at Stay and Play averages $50, compared to competing kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of Stay and Play' competitors don't offer the day care service, and require a two-day minimum for overnight stays. Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Stay and Play was more interested in competing based on its prices. Refer to Scenario 1.2. If Stay and Play employs the philosophy of building a relationship with its dog and cat customers, and their owners, it will be implementing the a. sales concept. b. environment. c. marketing mix. d. marketing concept. e. production concept.

Marketing concept

Moki Hunt recently purchased Swift Waters Adventures, a kayaking and canoeing rental business near the Salt River in Arizona. Swift Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. Refer to Scenario 5.2. Besides administering the questionnaire, Moki observed people who went kayaking and canoeing on the Salt River, making notes about their appearance and behavior. The type of data he collected is ____ data. a. indirect b. direct c. secondary d. primary e. mechanical

Primary

Green Hills Cemetery in upstate New York offers a full-service funeral and burial that is non-toxic to the environment. All materials used in the burial are natural and will decompose with no negative impact. Green Hills' service is relatively new in the United States, but services of this type are common in Great Britain. A typical burial in Green Hills' cemetery includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at Green Hills is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was slow at first, Green Hills is now experiencing an increase in the number of burials, due to referrals and a newly-developed website. The owners of Green Hills were previously in the cemetery business, and are active conservationist and wanted to make their business more sustainable. After conducting research and finding that there were natural burial sites in Great Britain, they wanted to provide an alternative to other environmentally-conscious Americans like themselves. Refer to Scenario 1.1. Green Hills' main competitive advantage over traditional cemeteries comes from its attention to which element in the marketing mix? a. Distribution b. Packaging c. Promotion d. Product e. Marketing research

Product

According to the Boston Consulting Group, which of the following has a small share of a growing market and usually requires a large amount of cash to build market share? a. First movers b. Question marks c. Dogs d. Cash cows e. Stars

Question marks

Although Blue Diamond engages in environmental scanning and analysis, the company is more likely to change its products and marketing strategies to adapt to environmental forces rather than trying to influence these forces when it comes to its nutmilk products. Blue Diamond has a(n) ____ approach to marketing environmental forces. a. proactive b. counteractive c. reactive d. inactive e. radioactive

Reactive

Total buying power declines during periods of economic a. recovery. b. suppression. c. expansion. d. prosperity. e. recession.

Recession

Outdoor Sporting World (OSW), a national chain, has been doing business with Casper Sports, a manufacturer of skateboards, for several years. Recently, it came to the attention of OSW's financial director that the average cost per Casper Sports skateboard had substantially increased over that of the previous year. The financial director asked the marketing department if they knew what the Casper skateboards cost at competing sporting goods stores, to see if they too were likely hit with a higher cost. The marketing department found that the Casper skateboards were priced at $15 less in the competing store than at OSW. The financial director found that Casper Sports was selling a similar number of skateboards to one of OSW's competitors for $10 less per skateboard. The attorney for Outdoor Sporting World immediately filed a complaint with the Federal Trade Commission. Refer to Scenario 3.1. Suppose that the Casper Sports company was actually discriminating against Outdoor Sporting World with its price increase. Which of the following acts prohibits this type of business behavior? a. Consumer Goods Pricing b. Celler-Kefauver c. Robinson-Patman d. Sherman Antitrust e. Wheeler-Lea

Robinson-Patman

​Although the monopoly is one of the four major market structures that theoretically exists in a free market capitalist system, the reality is there are very few true monopolies in the economy. This is the result of many federal laws and regulations that have been passed to limit the creation and power of monopolies. Which federal laws was passed to prevent the creation of monopolies in the economy?

Sherman Act of 1890

Which of the following is not one of the ways in which a firm can obtain profit through customer relationships? a. Shortening the duration of customer relationships b. Acquiring new customers c. Enhancing the profitability of existing customers d. Regaining and managing relationships with customers who have stopped doing business with the firm. e. Extending the duration of customer relationships

Shortening the duration of customer relationships

T-Mobile implemented a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations? a. Development b. Market c. Production d. Sales e. Social

Social

Honeybees are disappearing at an alarming rate, and since they pollinate about a third of all foods we eat, it is an important concern. That's why General Mills launched a #BringBacktheBees campaign, which included removing Buzz the bee from packages of Honey Nut Cheerios to increase the awareness of the issue. In addition, it gave away packets of wildflower seeds so that Cheerios lovers could grow flowers for bees. This example illustrates the positive consequences of

Social Responsibility

Lowe's synergistic use of organizational core competencies and resources to address key stakeholders' interests and achieve both social initiatives and its business goals is an example of a. environmental philanthropy. b. strategic philanthropy. c. strategic marketing. d. cause-related marketing. e. strategic ethics.

Strategic philanthropy

An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets. a. ​strengths and weaknesses b. ​market opportunities c. ​organizational resources d. ​activities and responsibilities e. ​opportunities and threats

Strengths and weaknesses

Special K cereal is aimed at people concerned about their weight. These people represent the Special K a. marketing strategy. b. consumer advocates. c. marketing tactic. d. target market. e. marketing mix.

Target market

How would marketers most likely benefit from the consumer's right to be heard? a. Consumers will drop their complaints if companies hear them out. b. More information about the products can be posted online. c. They gain valuable information about their competitors. d. The company can use the information to make its products better e. Consumers will tell others about their bad experience with the company.

The company can use the information to make it products better

Although telephone surveys can be conducted very quickly, a major limitation is a. that only a small portion of the population likes to participate in telephone surveys. b. that few companies prefer this survey method. c. the ability to gain rapport with respondents. d. the expense compared to in-home interviews. e. the difficulty in asking probing questions.

that only a small portion of the population likes to participate in telephone surveys.