Deck 20: Sustainable Marketing in the Global Marketplace

Question 1

The UN Global Compact defines supply chain sustainability as the management of environmental, social, and economic impacts

A) throughout the lifecycles of goods and services
B) of sourcing practices only
C) of product disposal practices
D) of distribution of goods and services
E) of logistics services

Answer 1

A

Question 2

Pepsico's "Water Cellars for Mothers" program to provide safe drinking water in rural areas of China is an illustration of ___________

A) Cause-related marketing
B) Responsible marketing
C) Green marketing
D) Global advertising
E) Viral marketing

Answer 2

A

Question 3

Pepsico's decision to adopt a global policy to advertise only nutritious products toward children is an example of ________

A) Cause-related marketing
B) Responsible marketing
C) Green marketing
D) Global advertising
E) Viral marketing

Answer 3

B

Question 4

Nestle's Creating Shared Value does NOT include the following area

A) Nutrition
B) Water
C) Rural development
D) Urban development
E) Compliance

Question 5

In Interbrand's 2012 leading "green brands", four in the top 10 came from the:

A) Food and beverage sector
B) Personal care industry
C) Cosmetics
D) Car industry
E) Electronics

Question 6

The number 1 "green brand" in Interbrand's 2012 ranking was:

A) Toyota
B) HP
C) Danone
D) BMW
E) Dell

Question 7

In 2008, the following non-US multinational had to pay a multi-billion dollar fine for violating the Foreign Corrupt Practices Act:

A) Siemens
B) Shell
C) BP
D) Sanofi
E) Novartis

Question 8

To implement sustainable supply chain management, the first step a company should take is:

A) Commitment
B) Assessment of scope of the program
C) Communication of the firm's progress
D) Measurement of its performance against sustainability goals
E) Definition of the key sustainability issues

Question 9

The 2011 Image-Power Green Brands found that in all countries, except ____________, consumers sought out products with less packaging.

A) India
B) China
C) Germany
D) United States
E) United Kingdom

Question 10

U.S. firms have complained about the Foreign Corrupt Practices Act for the following reason:

A) It places them at a competitive disadvantage vis-à-vis their foreign rivals
B) It is seldom enforced
C) It has become outdated
D) It only covers corrupt practices outside the United States
E) It has too many loopholes

Question 11

The European Commission defined corporate social responsibility as a concept whereby ______________ in their business operations.

A) Social an environmental concerns
B) Cultural and environmental concerns
C) Political and cultural concerns
D) Social and political concerns

Question 12

The 2011 Image-Power Green Brands Survey found that in developed countries, the following barriers toward buying green were mentioned most often:

A) Price and poor quality
B) Price and limited selection
C) Poor quality and limited selection
D) Confusing labeling and price
E) Poor quality and confusing labeling

Question 13

L'Oreal's "Citizen Day" program to help out local communities worldwide is an illustration of ___________

A) Cause-related marketing
B) Responsible marketing
C) Green marketing
D) Global advertising
E) Viral marketing

Question 14

The 2011 Image-Power Green Brands survey found that Chinese consumers favored _____

A) Packaging made from bio-degradable materials
B) Plastic packaging
C) Re-usable packaging
D) Cheaper packaging
E) Recycled packaging

Question 15

Among Interbrand's 2012 leading "green brands", three in the top 5 came from the:

A) Pharmaceutical industry
B) Food sector
C) Personal care sector
D) Automobile industry
E) Airlines

Question 16

The 2011 Image-Power Green Brands Survey found that Chinese consumers planned to spend:

A) More on green products
B) Less on green products
C) The same on green products as in the past

Question 17

The practice of using philanthropy to cover up a poor record in other CSR domains (e.g., environment) is often referred to as:

A) Green-washing
B) White-washing
C) Brainwashing
D) Cause-related marketing
E) Reputation buffering

Question 18

The 2011 Image-Power Green Brands Survey found that consumers in all surveyed markets planned to buy _______ eco-friendly big ticket items like cars and consumer durables.

A) More
B) Less

Question 19

The "Creating Shared Value" (CSV) Pyramid was created by

A) Unilever
B) Nestle
C) Procter & Gamble
D) Colgate
E) L'Oreal

Question 20

The UN Global Compact's Ten Principles cover

A) Human rights
B) Labor
C) Environment
D) Anti-corruption
E) All of the above

Question 21

To improve health and hygiene standards around the world, Unilever set up

A) A laundry academy
B) A toilet academy
C) A shampooing institution
D) A tooth brushing academy
E) A shower academy

Question 22

The practice of using marketing communications to make products or services seem more sustainable than they truly are is known as _________

A) Whitewashing
B) Greenwashing
C) Puffery
D) Viral marketing
E) Deceptive marketing

Question 23

Which of the following is NOT a driver in a company's sustainability strategy

A) Nature of the industry
B) Company values
C) Host country environment
D) Home country environment
E) Company mission

Question 24

When a brand faces a crisis in key markets like China, one PR expert suggested that the company should respond within

A) One hour
B) Eight hours
C) One week
D) Two weeks
E) One month

Question 25

Consumers in emerging markets are __________ compared to those in developed countries

A) More reluctant to pay a price premium for green products
B) More aware of green products
C) Less reluctant to pay a price premium for green products
D) Less aware of green products
E) More loyal to green product brands

Question 26

22 A positive CSR image can work as a buffer by reducing the risk of damage to brand reputation in the wake of negative publicity (e.g., the BP Deepwater Horizon oil spill)

Question 27

Unilever's "Shakti" program in India was established to _________

A) Encourage people to wash their hands on a daily basis
B) Encourage people to brush their teeth at least once daily
C) Support small-scale distributors in low-income rural areas
D) Support small-scale distributors in large urban areas
E) Promote nutritious diets

Question 28

Unilever's Sustainable Living Plan has a

A) One-year horizon
B) Five-year horizon
C) Ten-year horizon
D) Twenty-year horizon
E) Fifty-year horizon

Question 29

In the Philippines, Coca-Cola set up a billboard to 'absorb' air pollution that was designed jointly with

A) Oxfam
B) The Asian Development Bank
C) The World Wildlife Fund
D) The Environmental Protection Agency
E) National Geographic

Question 30

When deciding on how to cope with a boycott, two of the key dimensions a firm should consider include:

A) The intensity of the boycott and brand loyalty
B) The intensity of the boycott and the company's visibility
C) Brand loyalty and the company's visibility
D) Competition's response and brand loyalty
E) Competition's response and the intensity of the boycott

Question 31

The notion that value judgments ultimately depend on the consumer's culture is referred to as________

A) Cultural relativism
B) Ethical imperialism
C) Cultural absolutism
D) Cultural myopia
E) Ethical relativism

Question 32

To monitor the performance of a sustainability strategy, a company must ______

A) Develop key performance indicators
B) Hire an auditing agency
C) Engage NGOs
D) Audit its supply chain
E) Monitor social media

Question 33

The reason why the Body Shop has no outlets in mainland China is because _____

A) The large degree of counterfeiting of cosmetics in China
B) Cosmetics must be tested on animals in China to get the license to sell them
C) High import duties and taxes for cosmetics
D) High competition in the sustainable cosmetics segment in China
E) Discouraging market research findings on Chinese receptivity for ethical cosmetics brands

Question 34

In the context of reputation building through CSR, the negativity effect means that _____________

A) Consumers are of skeptical about the motives of companies
B) Firms overlook the short-term effects of CSR on their profit
C) Consumers place more weight on negative publicity than on positive news
D) Negative news travels faster on the web than positive news
E) Negative news spreads faster online than offline

Question 35

The 2011 ImagePower Green Brands global survey showed that the two biggest challenges for buying green products and services were:

A) High brand loyalty and high prices
B) Limited selection of items to choose from and high prices
C) High brand loyalty and limited selection of items
D) Confusing labeling and high prices
E) Confusing labeling and limited selection of items

Question 36

Evidence that consumers are willing to pay a premium for ethical brands is __________

A) Supportive
B) Mixed
C) Negative

Question 37

A study released in 2011 by the Food and Agriculture Organization (FAO) revealed that ______ of food produced for human consumption is lost or wasted globally.

A) One-tenth
B) One-fifth
C) One-third
D) Fifty percent
E) Eighty percent

Question 38

The tendency of people or NGOs to impose their own norms and values on other cultures is sometimes referred to as _________

A) Cultural relativism
B) Ethical imperialism
C) Cultural absolutism
D) Cultural myopia
E) Ethical relativism

Question 39

To develop a stakeholder engagement program, the first step is to ______________

A) Identify the current brand image among stakeholders
B) Identify the key competitors
C) Manage the expectations of stakeholders
D) Develop a market segmentation strategy
E) Identify the key stakeholders