Question 1

Consumer-generated online marketing efforts to negatively promote brands and companies for which they are non-fans are known as __________.

Accepted Answer

Consumer-generated online marketing efforts to negatively promote brands and companies for which they are non-fans fall under the category of social media marketing.

Question 2

The interactive marketing concept refers to:

Accepted Answer

The interactive marketing concept refers to electronic two-way communication between buyer and seller in which the buyer can control the kind and amount of information received from the seller. This means that the buyer has the power to choose what information they receive from the seller, allowing for a more personalized and customized marketing experience.

Question 3

Consumer-generated online marketing efforts to promote brands and companies for which they are fans are known as_________ _.

Accepted Answer

Consumer-generated online marketing efforts are known as social media marketing. This involves fans promoting brands and companies on social media platforms like Facebook, Twitter, and Instagram. It relies on word-of-mouth marketing and user-generated content to reach a wider audience and build brand awareness.

Question 4

The discipline that addresses broad issues such as whether marketing costs too much, whether advertising is wasteful, and what resource scarcities and pollution side effects result from the marketing system is called:

Accepted Answer

Macromarketing is the discipline that addresses broad issues related to the marketing system as a whole, including ethical and societal concerns. It looks at the impact of marketing on the economy and society, and considers issues such as resource allocation, environmental sustainability, and consumer protection. Financial marketing focuses on the financial aspects of marketing, while societal marketing focuses on marketing that benefits society as a whole. Micromarketing, on the other hand, looks at marketing decisions at a more micro-level, such as individual buyer behavior and segmentation strategies.

Question 5

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each a month?

Accepted Answer

The societal marketing concept refers to a company's decision to balance its economic goals with its social and ethical responsibilities. By offering low-income senior citizens its most widely used prescriptions for a low price, Pfizer is fulfilling its social responsibility and promoting the societal good, which aligns with the societal marketing concept.

Question 6

The use by marketers of YouTube, Twitter, and Instagram to promote their brands or organizations is known as __________.

Accepted Answer

Social media marketing refers to the use of social media platforms like YouTube, Twitter, and Instagram by marketers to promote their brands or organizations. Customer relationship management (A) is the process of managing interactions with customers to improve relationships and satisfaction. Interactive marketing (C) refers to the use of two-way communication channels to interact with customers and create engagement. E-marketing (D) is a broader term that refers to all forms of marketing activities conducted online.

Question 7

When Eastman Kodak Company concerns itself with disposal of its film packages in national parks by promoting the slogan "Take only pictures, leave only footprints," it is acting in accordance with:

Accepted Answer

The slogan "Take only pictures, leave only footprints" promoted by Eastman Kodak Company is an example of the societal marketing concept, which emphasizes the importance of not only meeting the needs of customers but also considering the long-term well-being of society and the environment in marketing decisions. By promoting responsible disposal of film packages in national parks, Kodak is taking into consideration the impact of its products on the environment and promoting sustainable behavior among consumers.

Question 8

3M innovators developed Scotchbrite Never Rust Wool Soap Pads from recycled plastic bottles. These soap pads are more expensive than competitors (S.O.S. and Brillo)but also superior to them because Scotchbrite Never Rust Wool Soap Pads don't rust or scratch. Which statement most accurately reflects this solution?

Accepted Answer

The answer of 3M innovators developed Scotchbrite Never Rust Wool...

Question 9

Two-way electronic communication between buyer and seller in which the buyer can control the kind and amount of information received from the seller is known as:

Accepted Answer

Two-way electronic communication between buyer and seller where the buyer has control over the information received is known as interactive marketing. Online marketing simply refers to marketing on the internet, while consumer marketing is a broader term that encompasses all marketing activities targeted towards consumers. Social media marketing is a specific subtype of online marketing that involves using social media platforms to promote a product or service.

Question 10

Which of the following activities is the LEAST objectionable from the standpoint of ethics?

Accepted Answer

Running ads that point out the weaknesses of competitive products is a common marketing strategy and is not inherently unethical as long as the claims made in the ads are truthful and not misleading.

Question 11

A local home construction business sponsors an annual community picnic to raise funds for needed projects in the community. This is an example of:

Accepted Answer

The fact that the home construction business is sponsoring a community picnic to raise funds for needed projects in the community demonstrates a sense of social responsibility on the part of the business. This means that the business is taking an active interest in the well-being of the community, and is demonstrating its commitment to giving back by providing support for important community initiatives.

Question 12

Which of the following statements best distinguishes between macromarketing and micromarketing?

Accepted Answer

Macromarketing looks at the flow of goods and services on a national or global level, while micromarketing focuses on the marketing activities of a single firm. Macromarketing considers the influence of external factors such as technology, social values, and economic policy, while micromarketing is concerned with specific consumer needs and preferences.

Question 13

What are the moral principles and values that govern the actions and decisions of an individual or group called?

Accepted Answer

Ethics are the moral principles and values that guide the actions and decisions of an individual or group. Legal codes, modes of behaviour, and social responsibilities may be influenced by ethical considerations, but they are not themselves the same as ethics.

Question 14

In the past, Burger King, Wendy's, and McDonald's used to market their burgers in non-biodegradable Styrofoam containers. In response to calls from the public to use more environmentally friendly materials, most fast food marketers use paper containers for their burgers. Indeed, many such containers are made from recycled materials. This is an example of:

Accepted Answer

The shift from non-biodegradable Styrofoam containers to paper containers made from recycled materials reflects the adoption of the societal marketing concept, which emphasizes the importance of satisfying customer needs while also preserving or enhancing the well-being of society and the environment. By using more sustainable materials, fast food companies are responding to calls from the public for more environmentally friendly practices.

Question 15

Many environmentally friendly products have been costly to produce, and consumers have not been willing to pay a premium for them. As a result, companies often question if they can be both _________and competitive.

Accepted Answer

The correct answer is D) socially responsible. The context of the sentence is about the challenge companies face in being environmentally friendly (a form of social responsibility) while remaining competitive. This implies that the focus is on the balance between ethical/environmental considerations and business competitiveness, which is directly related to social responsibility.

Question 16

According to the societal marketing concept, who is most important in deciding what needs and wants are good for consumers in the long run?

Accepted Answer

The societal marketing concept holds that an organization should make marketing decisions not just based on consumer wants and the company's needs, but also based on long-term interests of consumers and society's well-being. Thus, it's the organization itself that must decide what needs and wants are good for consumers in the long run, balancing consumer desires, company requirements, and societal health.

Question 17

Christopher, a marketer with Pepsi, asks the company's followers on Twitter to post homemade advertisements for a new version of Pepsi called Pepsi Chill. Christopher is engaging in what type of marketing?

Accepted Answer

Interactive marketing involves engaging customers directly and encouraging them to participate in the marketing process, such as creating content or advertisements.

Question 18

How an individual organization directs its marketing activities and allocates its resources to benefit its customers is known as:

Accepted Answer

Micromarketing refers to the strategy of focusing on specific customer segments or neighborhoods, and tailoring marketing efforts and resources towards them. It involves a deep understanding of customer needs and behaviors, as well as competition within specific markets. Micromarketing allows organizations to optimize their marketing efforts and resources to better serve targeted customers, which in turn can lead to increased customer loyalty and profitability.

Question 19

When Dove asked customers to create new ads for a novel environmentally friendly product they were releasing, with the winner being used nationwide, this was an example of:

Accepted Answer

The answer of When Dove asked customers to create new...

Question 20

The societal marketing concept is most closely related to:

Accepted Answer

The societal marketing concept is a philosophy that considers the larger societal good when making marketing decisions. It involves balancing the organization's needs with the needs of society and the natural environment. This concept is closely related to macromarketing, which focuses on the impact of marketing on society as a whole rather than just on individual consumers or organizations.

Quiz 1: Creating Customer Value, Relationships, and Experiences Through Marketing