Question 1

Sustainability ratings exist, but there is no consistent agreement about what metrics are appropriate.

Accepted Answer

While there are sustainability ratings, there is no universal agreement about what specific metrics should be used to measure sustainability. Different industries and organizations prioritize different factors when assessing sustainability, such as greenhouse gas emissions, resource use, or social impact, leading to a lack of standardization in sustainability ratings.

Question 2

Cause-related marketing efforts are unlikely to backfire as customers generally view the company's motives as genuine.

Accepted Answer

Cause-related marketing efforts can backfire if customers perceive the company's motives as insincere or purely profit-driven, leading to skepticism and potentially damaging the brand's reputation.

Question 3

When customers fall into different user groups with distinct buying preferences and practices, a product team structure is desirable.

Accepted Answer

The answer of When customers fall into different user groups...

Question 4

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of cognitive campaigns.

Accepted Answer

Social marketing programs designed to motivate people to donate blood or attract people for mass immunization are examples of behavioral change campaigns, not just cognitive campaigns, as they aim to change behaviors directly rather than just influencing thoughts or knowledge.

Question 5

Social marketing is a new trend in marketing.

Accepted Answer

Social marketing is not a new trend in marketing. It has been around for several decades and dates back to the 1970s.

Question 6

Companies must adopt and disseminate a written code of ethics, build a company tradition of ethical behavior, and hold their people fully responsible for observing ethics and legal guidelines if they wish to demonstrate ethical behavior.

Accepted Answer

Companies need to have a written code of ethics, establish a culture of ethical behavior, and hold employees accountable for ethical and legal compliance to display ethical behavior.

Question 7

Corporate philanthropy as a whole is on the rise.

Accepted Answer

According to various reports and studies, corporate philanthropy is indeed on the rise globally. Many businesses are becoming more conscious of their social responsibility and making efforts to give back to their communities and support social causes.

Question 8

Cash donations are the most productive contribution that businesses can make to a nonprofit or community group.

Accepted Answer

While cash donations are valuable, businesses can also contribute through in-kind donations, employee volunteer programs, and sharing expertise, which can be equally or more productive depending on the nonprofit's needs.

Question 9

Although salespeople are legally prohibited from saying things about their products that are not true, they may legally suggest things about competitors' products that are not true.

Accepted Answer

Salespeople are not legally allowed to make false or misleading statements about either their own or their competitors' products. It is illegal under the Federal Trade Commission Act to engage in deceptive advertising.

Question 10

Market managers are staff people, with duties like those of a product manager.

Accepted Answer

Market managers are responsible for managing a particular market segment or a geographical area. They are responsible for developing and implementing marketing strategies, conducting market research, and analyzing market trends. These duties are similar to those of a product manager, who manages a particular product line or brand. Both roles require strong analytical skills, communication skills, and leadership abilities.

Question 11

Often, the more committed a company is to sustainability and environmental protection, the more dilemmas that can arise.

Accepted Answer

This is because a commitment to sustainability and environmental protection may require difficult trade-offs between economic, social, and environmental considerations. For example, investing in renewable energy infrastructure may involve higher upfront costs, but can lead to long-term environmental benefits. However, this may also mean higher prices for consumers or lower profits for the company in the short-term. Companies may also face ethical dilemmas when balancing their sustainability goals with other considerations, such as labor practices or human rights issues in their supply chains.

Question 12

Because the retail trade tends to think of profitability in terms of product categories, some companies are switching to a category management organizational model.

Accepted Answer

Category management organizes the company by product categories instead of functional departments, allowing for better analysis and management of profitability within each category.

Question 13

A customer-management organization deals with individual customers rather than the mass market or market segments.

Accepted Answer

This statement is true. A customer-management organization focuses on building and maintaining relationships with individual customers, often through personalized interactions and tailored services.

Question 14

There are three types of product-teams structures: vertical, triangular, and horizontal.

Accepted Answer

There are indeed three types of product-team structures: vertical, triangular, and horizontal.

Question 15

Transforming into a true market-driven company involves organizing around products.

Accepted Answer

Transforming into a true market-driven company involves organizing around customers and their needs, rather than solely around the products.

Question 16

Many companies focus on multiple cause-related marketing programs to simplify execution and maximize impact.

Accepted Answer

Companies often engage in multiple cause-related marketing programs to diversify their social impact and appeal to a broader audience, rather than simplifying execution or maximizing impact through a single cause.

Question 17

Because of insincere firms jumping on the "green" bandwagon, consumers bring a healthy skepticism to environmental claims, but they are also unwilling to sacrifice product performance and quality.

Accepted Answer

The statement accurately reflects the current state of consumer attitudes towards environmental claims and expectations for product performance and quality.

Question 18

Some business practices, such as deceptive advertising, exclusive dealing, and predatory competition, sharply divide critics regarding whether they are clearly unethical or illegal.

Accepted Answer

The answer of Some business practices, such as deceptive advertising,...

Question 19

Firms that are viewed as being socially responsible have the added benefit of being able to attract employees.

Accepted Answer

Being socially responsible is becoming increasingly important to today's workforce. Employees are more likely to want to work for companies that align with their personal values and beliefs, and companies that are socially responsible are more attractive to candidates.

Question 20

Many companies now focus on departments as opposed to processes, because processes can be a barrier to smooth performance.

Accepted Answer

This statement is incorrect. Many companies now focus on processes rather than departments, as processes are seen as a key driver for efficiency, quality and continuous improvement. Focusing solely on departments can create silos and hinder cross-functional collaboration.

Quiz 22: Managing a Holistic Marketing Organization for the Long Run