MKTG 350 MIDTERM Ch 3&4

conscious marketing

The principle that decisions be ethically based is part of the concept of

Excite

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.

consistent with the views of other critics of corporate social responsibility.

(Ch4) Elena is the CEO of a small manufacturing firm. She is concerned with meeting the investment objectives of the firm's shareholders and sees no value in corporate social responsibility. Elena's attitude is

Identify the issues raised by the situation.

A meat-packing company discovers that six months ago it unknowingly distributed meat from a cloned cow. The firm is unaware of any specific risks to humans consuming the meat; however, some scientists have raised questions, and some consumers are afraid of possible future problems. The meat company has to decide whether or not to make this matter public. How should it begin the process of making an ethical decision?

economic, social, and environmental

According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes ________ performance.

brainstorm for alternatives.

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

Experience

Amelia wants a very professional look for an interview with an accounting firm. A friend tells her about Your Look, a site that allows potential customers to virtually try on clothes and see what looks best. It even offers an interactive "custom fit" feature. After checking out her options, Amelia takes her measurements and orders a pantsuit without ever leaving her office. Virtually trying on a suit best describes which of the 4E framework objectives?

"me time"

Claire is watching a movie on her Netflix app. Which need is Claire satisfying?

beacon

Coca-Cola relies on _________ technology to offer their customers a free Coke at the moment they walk through a movie theater.

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

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to

Microblogging

Dianna decides to use Twitter to market her custom jewelry to other women on her campus. She sets up a Twitter account with the name @oneofakindbydianna and posts this on her Facebook page, making sure to tweet every few days. Soon Dianna is selling a lot of jewelry. Dianna's Twitter account is an example of

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of digital marketing, one can read a chapter of a book before buying it or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework?

Experience (Ch 3)

balance shareholder interests with the needs of society

For corporate leaders, their firm's ability to ________ must be of paramount importance.

Personal; professional

Gracie loves to read and write. She started a blog about young adult books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Gracie's blog has changed from a __________ blog to a __________ blog.

It can protect the privacy of personal information collected on its website.

How might a technology company like Apple ensure that it behaves in a socially responsible way toward its customers?

network effect

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?

Planning

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.

admired observer test.

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

Planning phase

Marketers that include ethical policies and standards in the firm's mission or vision statements are introducing these concepts at which stage of the strategic marketing planning process?

evaluate the alternative using a series of questions.

Matthew has been asked to approve a marketing campaign that, although it is not illegal, promotes food products to children. He is concerned that the food products are not particularly nutritious, although they are not as bad for children as some others sold by competitors. By using the ethical decision-making metric, Matthew will

Engage

Maxim's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased, and the service received at Andrew's. The user blog best describes which of the 4E frameworks for the store's customers?

need for "me time"

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

hits

One measure of traffic from visitors on sites, the total requests for a page, is measured in units called

Is likely more socially resposible

Simons & Co. prides itself on a strong ethical climate. Compared to many companies, Simons

engage in brainstorming alternatives.

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

identify issues

The ethical decision-making framework includes

set goals

The first step in the process of creating a digital marketing campaign is to

Microblog

Twitter is considered a:

percentage of times a visitor leaves the site after viewing one page

What is a bounce rate?

to ensure a safe working environment

What is the most basic corporate social responsibility to employees?

Sustainability

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

They need to be updated almost constantly.

When developing a digital marketing campaign, what is unique about the copy and images to be used that is more critical with social media that other forms of IMC?

Control phase

When integrating conscious marketing into a marketing strategy, a key task is to ensure that all managers are evaluated on their actions from a conscious marketing perspective. This action would take place during which stage of the strategic marketing planning process?

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

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

conscious marketers

When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming

call-to-action buttons

Which of the following encourages visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site?

Amazon

Which of the following is the most powerful and influential online marketer in the United States?

It recognizes that business is a subset of society, and that society is a subset of the planet.Correct

Which of the following statements regarding conscious marketing is correct?

Excited

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?

Microblog

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