Deck 47: Concerns over Sustainability Result in Social Media Disaster for Nestlé

Question 1

In purchasing palm oil for its candy bars from a nonsustainable supplier,which level in the pyramid of corporate responsibility did Nestlé neglect?

A) economic responsibility
B) social responsibility
C) ethical responsibility
D) philanthropic responsibility
E) legal responsibility

Answer 1

C
By buying from a nonsustainable supplier,Nestlé could be seen as not being ethical,doing what is right,just,and fair,and lastly,avoiding harm to the environment.

Question 2

Which of the following might have helped Nestlé's Facebook monitor prevent a public relations disaster and a damaging boycott?

A) seeing Facebook posters, even those against Nestlé, as stakeholders and customers
B) a code of ethics to help the moderator in better interacting with Facebook posters
C) a company that supports sustainable resources
D) to have a prepared statement from the chief ethics officer
E) all of the above

Answer 2

B
Ethics consists of those unwritten rules we have developed for our interactions with one another.

Question 3

From a marketing standpoint organizational focus,what did Nestlé do right in doing the wrong thing-by letting the social media disaster do more damage to its reputation than selling Twix candy bars?

A) Nestlé sought to earn the trust of Twix consumers by changing suppliers.
B) Nestlé gave buyers the facts.
C) Nestlé protected the market share of its Twix brand.
D) Nestlé focused on customer value in regard to keeping Twix's material costs low.
E) all of the above

Answer 3

E
Nestlé behaved in a way that exhibits a market orientation as well as a market-oriented strategy.

Question 4

Until it was accused by Green Peace of deforestation,Nestlé had no prior controversies surrounding its corporate ethical behavior.

Question 5

The Nestlé managers who oversee the content and interaction that takes place on its Facebook,Twitter,and the like should now perform routine __________ to ensure that social media no longer poses an external threat.

A) marketing analysis
B) removal of controversial postings
C) environmental scanning
D) performance reviews of its monitors
E) surveys of users

Question 6

If Nestlé's supply-chain and/or marketing managers had performed a SWOT analysis of its supply sources for palm oil,it could have foreseen that Greenpeace might have taken the action it did.

Question 7

Even if the Twix commercial parody infringed on its copyright,Nestlé should have allowed it to remain because that would be doing the "right thing"-that is,it would show corporate social responsibility.

Question 8

The Natural Marketing Institute has identified a number of trends that are now becoming American consumer values.Since Twix's main market is the U.S.,which trend(s)should Nestlé consider in both the marketing and production of its candy bars?

A) EcoTechMed
B) meaningful green
C) getting off the grid
D) component lifestyle>
E) all of the above

Question 9

How could Nestlé have better anticipated its mistake with social media in triggering a more widespread boycott?

A) By not responding to boycott proponents on Facebook and the like.
B) By better training its Facebook monitor.
C) Users of social media tend to be opinionated and so a proper response can be anticipated.
D) By censoring its social media presence.
E) all of the above

Question 10

Once accused by Greenpeace,Nestlé chose not to exercise any ethical responsibility.