Deck 4: A Broader Perspective on Marketing

Question 1

Which of the following is NOT a defining aspect of American culture?

A) Fate determines our destinies.
B) Time is money.
C) We gain strength through our diversity.
D) Change equals progress.
E) All people are created equal.

Answer 1

A

Question 2

Environmental sustainability involves both ________ and ________.

A) promoting the long-term well-being of the earth; achieving a company's financial objectives
B) promoting the long-term well-being of the earth; improving the rights of consumers
C) improving the rights of consumers; adopting a policy of corporate social responsibility
D) achieving a company's financial objectives; adopting a policy of corporate social responsibility
E) achieving a company's financial objectives; improving the rights of consumers

Answer 2

A

Question 3

The right to be safe, to be informed, to be heard, and to choose freely are the major components of the ________.

A) Truth in Lending Act
B) Child Protection Act
C) Federal Trade Commission Act
D) Robinson-Patman Act
E) Consumer Bill of Rights

Answer 3

E

Question 4

The Consumer Bill of Rights includes the right to receive a fair settlement of just claims, including compensation for misrepresentation, shoddy goods, or unsatisfactory services. This is known as the right to ________.

A) consumer education
B) satisfaction of basic needs
C) redress
D) be heard
E) safety

Question 5

Of the following presidents, who is most closely associated with the Consumer Bill of Rights?

A) Ronald Reagan
B) Jimmy Carter
C) John F. Kennedy
D) George W. Bush
E) Bill Clinton

Question 6

By definition, a(n) ________ is a community, nation, or group that shares common traditions, institutions, activities, and interests.

A) market
B) society
C) environment
D) marketplace
E) corporation

Question 7

The United States is most accurately characterized as a(n) ________.

A) global society
B) emerging market
C) underdeveloped market
D) traditional culture
E) consumer society

Question 8

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

A) Environmentalism
B) The social marketing concept
C) Green marketing
D) Consumerism
E) Corporate social responsibility

Question 9

When a group of consumers refuses to do business with a company in order to show disapproval of the company's actions and to encourage the company to change, the consumers are participating in a(n) ________.

A) regulation
B) boycott
C) nongovernmental organization
D) exaggerated claim
E) sustainability effort

Question 10

Marketers have responded to the ________ movement with green marketing.

A) consumerism
B) nongovernmental organization (NGO)
C) globalization
D) environmental
E) marketing ethics

Question 11

LOHAS stands for ________.

A) licensing of health advertising slogans
B) licensing of hierarchical agenda systems
C) lifestyles of helping and sustaining
D) lifestyles of happiness and society
E) lifestyles of health and sustainability

Question 12

NGOs are groups of ________ who monitor the behavior of marketers or governments and use their influence to achieve social goals.

A) elected officials
B) appointed officials
C) public officials
D) private individuals
E) public employees

Question 13

________ is an organized movement of citizens, businesses, and government agencies to protect and improve the living environment.

A) Consumerism
B) Environmentalism
C) Corporate social responsibility
D) Social marketing
E) Green marketing

Question 14

According to the Organization for Economic Cooperation and Development, ________ is the largest single economy in the world.

A) China
B) India
C) the United States
D) Japan
E) Russia

Question 15

Advocacy groups such as Consumers International and the Better Business Bureau can act on behalf of consumers and promote consumers' rights through ________ but not through ________.

A) enforcing regulations; influencing the media
B) influencing the media; political lobbying
C) organizing boycotts; influencing the media
D) political lobbying; enforcing regulations
E) political lobbying; organizing boycotts

Question 16

The zeitgeist refers to which of the following?

A) how a society is currently segmented
B) what is currently happening within a culture
C) how consumers are reacting to marketing efforts
D) how marketing influences culture
E) how culture influences marketing

Question 17

Which of the following is NOT one of the eight basic consumer rights?

A) the right to be protected from unwanted marketing messages
B) the right to be informed about important product aspects
C) the right to be protected against products that are hazardous to health
D) the right to receive a fair settlement of just claims
E) the right to live and work in a healthy environment

Question 18

Which of the following best explains why the United States government regulates marketers' anticompetitive behavior?

A) to ensure consumer safety
B) to ensure public safety
C) to promote the welfare of the country's economic system
D) to control the country's economic system
E) to achieve specific social goals

Question 19

Ralph Nader is most closely associated with which of the following?

A) the consumerism movement of the 1960s
B) the consumerism movement of the early 1900s
C) the current environmentalism movement
D) green marketing
E) the social marketing concept

Question 20

Which of the following is defined as the shared values, beliefs, and preferences of a particular community, nation, or group?

A) culture
B) society
C) morals
D) ethics
E) reference set

Question 21

Which of the following American government agencies is responsible for enforcing laws against deceptive advertising?

A) the Environmental Protection Agency (EPA)
B) the Federal Trade Commission (FTC)
C) the Food and Drug Administration (FDA)
D) the Consumer Product Safety Commission
E) the Interstate Commerce Commission

Question 22

The Federal Trade Commission examines advertising from the point of view of a ________.

A) vulnerable consumer
B) reasonable consumer
C) marketer
D) competitor
E) disadvantaged consumer

Question 23

Puffery is a term for a(n)________.

A) straightforward promotional message
B) claim of superiority that cannot be proven true or False
C) emotional appeal to consumers
D) subliminal appeal to consumers
E) exaggerated claim that can be disproven

Question 24

The ________, a United States regulatory agency, enforces laws and regulations concerning foods, drugs, cosmetics and veterinary products. Marketers of pharmaceuticals must get approval from this agency before introducing products to the market.

A) Food and Drug Administration
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Interstate Commerce Commission

Question 25

Which of the following laws is most relevant to the marketing mix category of price?

A) the National Do Not Call Registry
B) the Consumer Products Safety Commission Act
C) the Nutrition Labeling and Education Act
D) the Sherman Antitrust Act
E) the Consumer Credit Protection Act

Question 26

Which of the following is part of a bait-and-switch tactic?

A) A company advertises a product that it does not plan to sell.
B) An advertisement makes claims of product superiority that cannot be easily proven or disproven.
C) A marketer makes an exaggerated claim about the effectiveness of the company's product.
D) An advertisement Falsely inflates the retail value of a product.
E) A company creates new ads to correct misinformation previously delivered through its marketing campaign.

Question 27

Which of the following is an illegal marketing tactic?

A) puffery
B) bait-and-switch
C) testimonial
D) viral marketing
E) product placement

Question 28

The ________, a United States regulatory agency, protects the public from potentially hazardous products.

A) Consumer Product Safety Commission
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Food and Drug Administration

Question 29

Which of the following laws is most relevant to the marketing mix category of promotion?

A) the National Do Not Call Registry
B) the Consumer Products Safety Commission Act
C) the Robinson-Patman Act
D) the Sherman Antitrust Act
E) the Child Protection Act

Question 30

From the consumer's perspective, which of the following marketing areas is the least visibly regulated by the federal government?

A) advertising
B) pricing
C) promotion
D) product safety
E) distribution

Question 31

A(n) ________ is a rule of conduct or action prescribed by an authority, or a binding custom or practice of a community.

A) ethic
B) license
C) law
D) contract
E) venture

Question 32

________ are rules or orders carrying the force of law that are issued by an official government agency.

A) Ethics
B) Regulations
C) Customs
D) Tariffs
E) Boycotts

Question 33

In advertising, ________ is a legal tactic, while ________ is not legal.

A) puffery; an exaggerated claim
B) an exaggerated claim; puffery
C) bait-and-switch; puffery
D) an exaggerated claim; bait-and-switch
E) corporate social responsibility; social marketing

Question 34

The ________, a United States regulatory agency, regulates the use of broadcast media.

A) Consumer Product Safety Commission
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Food and Drug Administration

Question 35

Of the five core customer segments in the market for environmentally and socially responsible products, members of which group are LEAST likely to demonstrate environmentally responsible behaviors?

A) LOHAS
B) Naturalites
C) Drifters
D) Conventionals
E) Unconcerned

Question 36

Regulations and policies enforced by which of the following federal organizations are most likely to have an impact on the efficiency of marketing distribution channels?

A) Food and Drug Administration
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Interstate Commerce Commission

Question 37

Organic foods are those that are grown ________.

A) without the use of technology
B) locally
C) without the use of pesticides and synthetic fertilizers
D) using sustainable measures such as crop rotation
E) by independent farmers rather than corporations

Question 38

Members of which two of the five core groups in the American market for environmentally and socially responsible products would be MOST likely to pay a price premium for products that are certified organic?

A) LOHAS and Conventionals
B) LOHAS and Naturalites
C) Drifters and Conventionals
D) Conventionals and Naturalites
E) Naturalites and Drifters

Question 39

The ________, a United States regulatory agency, develops and enforces regulation concerning the materials and processes that manufacturers may use.

A) Interstate Commerce Commission
B) Environmental Protection Agency
C) Federal Communications Commission
D) Federal Trade Commission
E) Food and Drug Administration

Question 40

Of the five core customer segments in the market for environmentally and socially responsible products, members of which group are MOST likely to be active in environmental causes?

A) LOHAS
B) Naturalites
C) Drifters
D) Conventionals
E) Unconcerned

Question 41

Monique is a mother of toddler twins. Since the babies were born, Monique has taken great care in selecting their products. She chooses organic and locally grown fruits and vegetables over processed baby food. The twins are dressed in natural cotton clothing, most of it made by companies with policies supporting sustainability. Many of the children's toys are made from recycled materials. Monique would most likely be classified as belonging to the ________ group.

A) LOHAS
B) green marketing
C) social marketing
D) Conventionals
E) Drifters

Question 42

Which of the following advertising situations would LEAST likely be considered puffery?

A) a mother of small children declaring that a packaged meal "rescued my day"
B) a young woman saying that a new abdominal exercise machine was more motivating than her old workout routine
C) a milk advertisement claiming that the calcium in milk promotes healthy bone growth
D) a retired couple drinking a vitamin and protein shake and then saying, "It makes us feel young again"
E) a sleepy man waking up to a gray day, drinking a cup of coffee, and then looking out his window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon

Question 43

Advertisements for Dodge automobiles include the slogan "Dodge. Grab life by the horns." This slogan most strongly appeals to which of the following basic American cultural beliefs?

A) You can take control of yourself and your environment.
B) Change equals progress.
C) Time is money.
D) There is strength in diversity.
E) People have a responsibility to give back.

Question 44

Marketing ethics are rules for evaluating marketing decisions and actions based on marketers' duties and obligations to ________.

A) coworkers
B) shareholders
C) society
D) government
E) the economy

Question 45

The Consumer Credit Protection Act is primarily concerned with which area of marketing?

A) promotion
B) product
C) distribution
D) price
E) competition

Question 46

IBM manager Celia Moore coordinates IBMs long-standing "Reinventing Education" program that involves intensive research into how educational institutions can use the fruits of new technologies to transform what they do. In the process, the program is actually helping to shape a market of significant interest to IBM. "We see the program very much as an investment, rather than handing out money," says Moore. The existence of this program most strongly suggests that IBM has which of the following?

A) an environmental concept
B) a financial bottom line
C) a marketing code of ethics
D) a consumerist orientation
E) a policy of corporate social responsibility

Question 47

Which of the following slogans used by automobile companies most strongly addresses the cultural belief that change equals progress?

A) "Everyone dreams of an Audi."
B) "Lincoln. Travel well."
C) "Buick. It's all good."
D) "This is not your father's Oldsmobile."
E) "Chrysler. Drive = Love."

Question 48

Lovely Locks, a maker of shampoos, is considering entering the cosmetics product. The company has a line of mascara and eyeliner it wants to introduce to the market. However, first Lovely Locks must obtain approval from the ________.

A) Environmental Protection Agency
B) Interstate Commerce Commission
C) Food and Drug Administration
D) Federal Trade Commission
E) Federal Communications Commission

Question 49

Which of the following has been the traditional way to measure the success or failure of a business?

A) environmental sustainability
B) adherence to marketing ethics
C) benefits provided to society
D) profitability
E) level of global marketing

Question 50

Monica Carey is a conscientious marketing manager. Sometimes it is unclear what decisions to make when she and her staff are faced with moral dilemmas. Monica and other managers could create broad guidelines that everyone in the organization must follow in the form of a(n) ________.

A) business mission
B) business vision
C) social marketing statement
D) ethics code
E) sustainability statement

Question 51

The American Marketing Association (AMA) has created a code of ethics that includes all of the following ethical values EXCEPT ________.

A) honesty
B) fairness
C) openness
D) competitiveness
E) responsibility

Question 52

Which of the following is LEAST closely associated with corporate social responsibility?

A) sustainability
B) the triple bottom line
C) marketing ethics
D) globalization
E) social responsibility

Question 53

________ refers to practices that combine economic growth with careful stewardship of a society's natural resources and the environment.

A) Boycotting
B) Puffery
C) Franchising
D) Ethical marketing
E) Sustainability

Question 54

A federal agency ordered KFC to stop running ads with False claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order?

A) the Federal Trade Commission
B) the Food and Drug Administration
C) the Consumer Product Safety Commission
D) the Interstate Commerce Commission
E) the Federal Communications Commission

Question 55

All of the following are examples of NGOs EXCEPT which one?

A) the Consumers Union
B) People for the Ethical Treatment of Animals
C) the Consumer Product Safety Commission
D) the Better Business Bureau
E) Greenpeace

Question 56

The "triple bottom line" refers to a company's ________, ________, and ________.

A) global performance; national performance; regional performance
B) ethics; society; culture
C) economic performance; environmental impacts; social impacts
D) economic performance; cultural impacts; social impacts
E) economic performance; sustainability; environmental impacts

Question 57

A central assertion of ________ is that marketing techniques can be used to promote causes and improve the lives of individuals and society.

A) sustainability
B) the social marketing concept
C) marketing ethics
D) consumerism
E) environmentalism

Question 58

CSR stands for ________.

A) consumer social responsibility
B) consumer and society regulations
C) company sustainability regulations
D) corporate sustainability rates
E) corporate social responsibility

Question 59

A group of farmworkers in Florida organized a movement aimed at convincing Taco Bell to increase the amount that it pays for its tomatoes so that the wages of tomato pickers could be increased to a more reasonable minimum. The group of farmworkers gained attention from media outlets and convinced many people around the country, particularly college students and religious groups, to stop buying Taco Bell products. This is an example of a(n) ________.

A) environmental movement
B) ethics code
C) boycott
D) green marketing initiative
E) regulation

Question 60

Chandra and Michael are a young married couple. They currently drive an SUV but would consider buying a smaller, more fuel-efficient car now that the prices on those models have come down. They shop at their local organic shop when they are making a special meal, but they more frequently shop at their local supermarket. Chandra and Michael are interested in composting, and even took a workshop on how to start their own compost bin, but getting started just hasn't been a priority for them. Chandra and Michael would most likely be classified as belonging to the ________ group.

A) LOHAS
B) green marketing
C) social marketing
D) Conventionals
E) Drifters

Question 61

Refer to the passage below to answer the following questions.
Bryant and Aniyah Small are the owners of the Good Green Grocer, a small but successful chain of natural food and health stores. Bryant and Aniyah's business has expanded as more and more consumers are interested in eating organic foods. What started as one shop in Vermont has expanded to 15 stores in college towns throughout Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, the Smalls have found that many people are willing to pay a bit more for food that is organically grown.
Bryant and Aniyah want the Good Green Grocer to be associated with environmental responsibility, so they offer discounts to customers who bring their own reusable shopping bags and take measures to reduce the company's carbon footprint. They even hold environmental workshops in their stores, with topics ranging from organic farming and composting to at-home energy conservation.
Sunday ads for the Good Green Grocer run in area newspapers, with special promotional prices offered for a list of the "Top Ten Take Homes" each week. Regular customers of the Good Green Grocer know that the promotional items often run out of stock by mid-week, so the store typically sees its heaviest traffic on Sunday and Monday.
Some customers believe that the Good Green Grocer purposefully runs weekly promotional prices on items that are low in stock, leaving most customers who come to the store hoping for lower prices but unable to buy the out-of-stock sale items. If this is true, then the Good Green Grocer would most likely be accused of ________.

A) using puffery
B) making exaggerated claims
C) using bait-and-switch tactics
D) publishing inflated retail prices
E) green marketing

Question 62

Social marketing and corporate social responsibility are interchangeable terms.

Question 63

Refer to the passage below to answer the following questions.
Bryant and Aniyah Small are the owners of the Good Green Grocer, a small but successful chain of natural food and health stores. Bryant and Aniyah's business has expanded as more and more consumers are interested in eating organic foods. What started as one shop in Vermont has expanded to 15 stores in college towns throughout Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, the Smalls have found that many people are willing to pay a bit more for food that is organically grown.
Bryant and Aniyah want the Good Green Grocer to be associated with environmental responsibility, so they offer discounts to customers who bring their own reusable shopping bags and take measures to reduce the company's carbon footprint. They even hold environmental workshops in their stores, with topics ranging from organic farming and composting to at-home energy conservation.
Sunday ads for the Good Green Grocer run in area newspapers, with special promotional prices offered for a list of the "Top Ten Take Homes" each week. Regular customers of the Good Green Grocer know that the promotional items often run out of stock by mid-week, so the store typically sees its heaviest traffic on Sunday and Monday.
Which of the following groups is most likely part of the Good Green Grocer's target market?

A) Conventionals
B) Unconcerned
C) Naturalites
D) Consumerists
E) Drifters

Question 64

GDP stands for Gross Domestic Population.

Question 65

Consumerism does not need to be coordinated in any formal manner.

Question 66

A broader definition of "law" also includes social practices or customs.

Question 67

An advertiser must have documented proof of any claims made in an advertisement.

Question 68

People do not notice all of the advertising messages to which they are exposed each day.

Question 69

The belief that wasted time can open up new opportunities is part of the American culture.

Question 70

Culture can be considered at a national level and regional level but is too broadly defined to be distinct at a local level.

Question 71

Timberland employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. CEO Jeffrey Swartz sees such service as a powerful differentiator for Timberland with its current and potential customers. Timberland could be most accurately described as practicing ________.

A) consumerism
B) environmentalism
C) green marketing
D) sustainability
E) corporate social responsibility

Question 72

Consumers determine the success or failure of a business through their decisions about which products to buy.

Question 73

By definition, products that are promoted through green marketing are organic.

Question 74

In the United States, government agencies take an interest in ensuring consumer and public safety but are not involved in preventing anticompetitive business practices.

Question 75

Refer to the passage below to answer the following questions.
Bryant and Aniyah Small are the owners of the Good Green Grocer, a small but successful chain of natural food and health stores. Bryant and Aniyah's business has expanded as more and more consumers are interested in eating organic foods. What started as one shop in Vermont has expanded to 15 stores in college towns throughout Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, the Smalls have found that many people are willing to pay a bit more for food that is organically grown.
Bryant and Aniyah want the Good Green Grocer to be associated with environmental responsibility, so they offer discounts to customers who bring their own reusable shopping bags and take measures to reduce the company's carbon footprint. They even hold environmental workshops in their stores, with topics ranging from organic farming and composting to at-home energy conservation.
Sunday ads for the Good Green Grocer run in area newspapers, with special promotional prices offered for a list of the "Top Ten Take Homes" each week. Regular customers of the Good Green Grocer know that the promotional items often run out of stock by mid-week, so the store typically sees its heaviest traffic on Sunday and Monday.
Which of the following actions, if taken, would violate the marketing ethics code?

A) the Good Green Grocer raising its prices on its popular items
B) the Good Green Grocer advertising that its products will help people "feel healthy"
C) the Good Green Grocer lowering prices in order to better compete with larger supermarkets
D) the Good Green Grocer labeling as "organic" products that were grown using pesticides
E) the Good Green Grocer contributing a percentage of its profits to NGOs

Question 76

Consumerism is a movement that began in the twenty-first century.

Question 77

Which of the following is the best example of a company promoting sustainability?

A) a company adopting a code of marketing ethics
B) a company contributing a portion of revenues to a specific nonprofit organization
C) a company making its products out of recycled materials
D) a company making special efforts to hire a multiculturally diverse staff
E) a company using the social marketing concept

Question 78

In marketing, an action that is legal is by definition ethical.

Question 79

The LOHAS and Naturalites segments of the market for environmentally and socially responsible products together represent less than half of the American population.

Question 80

The concept of eight basic consumer rights is supported by American law, but not by international organizations such as the United Nations.