Question 1

Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover "real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real Beauty was successfully launched in 2004. Which of the following types of marketing was used by Dove?

Accepted Answer

Dove's Campaign for Real Beauty was based on a sense-of-mission marketing approach as the company had a clear mission to empower women and redefine the standard of beauty. The campaign was not just focused on selling products but also on promoting a social cause.

Question 2

Which of the following is the best example of a desirable product?

Accepted Answer

The answer of Which of the following is the best...

Question 3

Some firms define their purpose in narrow product terms. Others that define their purpose in broad social terms follow ________.

Accepted Answer

Firms that define their purpose in broad social terms follow sense-of-mission marketing, which focuses on contributing to society rather than just selling products. Societal marketing (A) refers to the idea of using marketing to benefit society as a whole, while customer-value marketing (D) and consumer-oriented marketing (C) both focus on delivering value to the customer. Consumerism (E) is a social movement that promotes the rights and interests of consumers.

Question 4

Deficient products are ________.

Accepted Answer

Deficient products are those that have neither immediate appeal nor long-run benefits, meaning they do not satisfy consumer needs or provide any future advantages.

Question 5

Which of the following is being followed as a guiding principle by a company that produces and heavily markets cigarettes, with many promotions aimed at young (although legal age) nonsmokers?

Accepted Answer

The company is clearly following the philosophy that companies can do in good conscience whatever the market and legal systems allow, even if it means targeting young nonsmokers. They are not adhering to any social conscience or environmentalism principles, and their focus is on consumer-oriented marketing driven by consumerism.

Question 6

Refer to the scenario below to answer the following questions.
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain of organic food stores. The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has long-term health benefits. Bryant and Anne'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 Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many people are willing to pay a bit more for food that is organically grown.
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.
-The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has long-term health benefits. This information indicates that the organic food sold by Bryant and Anne would fall into the category of ________ products.

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 7

When a company makes marketing decisions by considering consumers' wants and interests, the company's requirements, and society's long-run interests, it is practicing ________ marketing.

Accepted Answer

Societal marketing is a marketing concept in which a company considers the needs of the target audience, its own requirements, as well as the long-term interests of society as a whole. This approach aims to create value for customers and society as a whole while also meeting the company's goals. Choice A (value marketing) focuses mainly on providing value to customers, and choice D (consumer-oriented marketing) only considers the customers' wants and needs. Choice C (sense-of-mission marketing) is not a recognized concept in marketing literature. Choice E (customer-value marketing) is similar to value marketing but does not consider the long-term interests of society.

Question 8

Envirosax reusable shopping bags are stylish and affordable, and they eliminate the need for plastic store bags. Envirosax reusable shopping bags most likely fall in the category of ________ products.

Accepted Answer

Envirosax reusable shopping bags are described as stylish and affordable, indicating that they are desirable products. They also serve an eco-friendly purpose by eliminating the need for plastic store bags, which makes them even more attractive to consumers.

Question 9

The challenge for makers of which type of product is to add long-run benefits without reducing the product's desirable qualities?

Accepted Answer

The answer of The challenge for makers of which type...

Question 10

A company that makes products that give high immediate satisfaction but may hurt consumers in the long run makes ________ products.

Accepted Answer

The products described as giving "high immediate satisfaction" imply that they are pleasing to consumers. However, their potential to "hurt consumers in the long run" suggests that they may be deficient or threatening. Salutary products, on the other hand, are those that are good for consumers' health or well-being. Desirable products simply imply consumer appeal, without necessarily considering the long-term effects. Overall, the best choice to describe products that provide immediate pleasure but may harm consumers over time is "pleasing."

Question 11

In societal marketing, the ideal goal for companies is to turn all of their products into ________ ones.

Accepted Answer

The answer of In societal marketing, the ideal goal for...

Question 12

________ products give both high immediate satisfaction and high long-run benefits.

Accepted Answer

The answer of ________ products give both high immediate satisfaction...

Question 13

Dale's Drugstore sells cough medicine that is sour and ineffective. This is an example of a ________ product.

Accepted Answer

A deficient product is one that has a flaw or a defect which makes it not meet the customer's expectations or requirements. In this case, the cough medicine is sour and ineffective, which makes it deficient. A societal product benefits society or a larger community, a pleasing product makes customers satisfied, a salutary product is beneficial or promotes health, and a desirable product is one that is wanted or favored by customers.

Question 14

Maytag's front-loading Neptune washer provides superior cleaning and energy efficiency. The Neptune washer is an example of a ________ product.

Accepted Answer

The use of words such as "superior" and "energy efficiency" suggests that the Neptune washer is a desirable product.

Question 15

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. To help them handle such situations, Monica and other managers should create broad guidelines that everyone in the organization must follow. Which of the following terms best describes these guidelines?

Accepted Answer

The guidelines described in the scenario are known as corporate marketing ethics policies, which help employees navigate moral dilemmas and make decisions that align with the organization's values and ethics. Corporate value statements, company mission statements, and company vision statements are all important components of a company's overall strategy, but they may not address specific ethical dilemmas in the same way that a corporate marketing ethics policy would. A company's financial statement is a document that reports the financial activities of the company, and is not directly related to ethics or decision-making guidelines.

Question 16

Sustainable marketing calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Accepted Answer

Sustainable marketing focuses on balancing current needs with the needs of future generations, ensuring that resources are used responsibly and not overexploited.

Question 17

Examples of pleasing products include ________.

Accepted Answer

The answer of Examples of pleasing products include ________.
...

Question 18

Bicycle helmets have low immediate appeal, but they tend to benefit consumers in the long run. This indicates that a bicycle helmet is an example of a ________ product.

Accepted Answer

Salutary products may not have immediate appeal, but they provide long-term benefits. Bicycle helmets fit this description, as they may not be desirable or aesthetically pleasing, but they protect consumers' safety and well-being.

Question 19

Refer to the scenario below to answer the following questions.
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain of organic food stores. The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has long-term health benefits. Bryant and Anne'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 Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many people are willing to pay a bit more for food that is organically grown.
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 ________.

Accepted Answer

The scenario suggests that the Good Green Grocer runs weekly promotional prices on items that are low in stock, leading customers to believe they will get a great deal, but most of the time, they are unable to buy the out-of-stock sale items. This can be considered deceptive promotions since the store is knowingly advertising items that are unlikely to be available for purchase.

Question 20

One look at a PEDIGREE ad or a visit to the pedigree.com Web site confirms that the people behind the PEDIGREE Brand really do believe the "We're for dogs" mission. Associates are even encouraged to take their dogs to work. To further fulfill the "We're for dogs" brand promise, the company created the PEDIGREE Foundation, which along with the PEDIGREE Adoption Drive campaign, has raised millions of dollars for helping "shelter dogs" find good homes. This information indicates that PEDIGREE is practicing ________.

Accepted Answer

PEDIGREE's emphasis on their "We're for dogs" mission and their creation of the PEDIGREE Foundation and Adoption Drive campaign demonstrate a sense-of-mission marketing approach, which prioritizes the company's mission and values over solely selling products.

Quiz 20: Sustainable Marketing: Social Responsibility and Ethics