Question 1

The argument that marketing can provide intangible benefits to branded products is a good counter argument to the criticism that marketing

Accepted Answer

Marketing can provide intangible benefits to branded products, such as increased brand awareness, loyalty, and preference. This can offset the criticism that marketing overemphasizes materialism and increases the prices of goods and services.

Question 2

A primary reason automobile manufacturers spend heavily on advertising is that their competitors also spend heavily. Out of the top10 brands in terms of U.S. ad spending, _____ are automobile brands.

Accepted Answer

Out of the top10 brands in terms of U.S. ad spending, 5 are automobile brands.

Question 3

A major reason a company like Coca-Cola cannot reduce the advertising budget significantly is

Accepted Answer

Reducing the advertising budget significantly could lead to losing competitive ground to Pepsi and other soft drink manufacturers who maintain or increase their advertising efforts.

Question 4

Advertising in the United States totaled $271 billion, which is approximately _____ percent of the GDP.

Accepted Answer

The GDP of the United States is significantly larger than $271 billion, so advertising spending would be a small percentage of the GDP, around 2.2%.

Question 5

Advertisements that focus on a person's physical appearance, such as a person's weight, are an example of which ethical issue that has been raised about marketing?

Accepted Answer

Advertisements focusing on physical appearance exploit human insecurities and weaknesses, such as the desire to conform to societal standards of beauty.

Question 6

In countering the criticism that marketing capitalizes on human weaknesses, marketers would state that

Accepted Answer

In countering the criticism that marketing capitalizes on human weaknesses, marketers would state that marketing is simply responding to human needs, wants, and desires and that consumers are not being forced to purchase these products.

Question 7

Many consumers object to the marketing of products such as alcohol and tobacco because of the negative impact on society. Marketers counter this objection by stating that

Accepted Answer

Marketers have the right to advertise because of the constitutional right of free speech and free enterprise.

Question 8

Many people object to advertisements for personal products such as condoms because they say it encourages sexual activity among young people. The ethical issue being raised here is that marketing

Accepted Answer

The ethical issue is that marketing such products may shape cultural values by normalizing or encouraging behaviors that some believe are inappropriate, especially among young people.

Question 9

An ethical issue raised about marketing is that it shapes inappropriate cultural values. All of the following advertisements could be cited as an example of this criticism of marketing except

Accepted Answer

An advertisement for abdominoplasty would be an example of the criticism that marketing capitalizes on human weaknesses.

Question 10

Advertisers spend more than _____ a year on marketing products to children ages 4 to 12.

Accepted Answer

Advertisers spend more than $12 billion a year on marketing products to children ages 4 to 12.

Question 11

All of the following reasons are given by parent advocacy groups who are against advertising to children except the fact that

Accepted Answer

Parent advocacy groups typically argue against advertising to children based on their vulnerability and lack of maturity, not on the basis of legal rights differences between children and adults.

Question 12

The tactic of a retailer advertising a special deal, and, subsequently, when the customer arrives, trying to switch them to a more expensive item is called

Accepted Answer

Bait and switch is a tactic where a retailer advertises a special deal to attract customers, but when the customer arrives, the retailer tries to switch them to a more expensive item.

Question 13

Bait and switch tactics are considered illegal when

Accepted Answer

Bait and switch tactics are illegal when a retailer does not stock enough of the sale item with the intention of not having it in stock and when a salesperson uses undue pressure to influence customers to switch.

Question 14

In bait and switch legal cases, the most difficult test of a bait and switch tactic to prove is that

Accepted Answer

The answer of In bait and switch legal cases, the...

Question 15

Consumers complain that a particular advertisement for an anti-wrinkle cream provides information that is false and misleading. This is an example of which of the following ethical issues raised about marketing?

Accepted Answer

The complaint about the advertisement providing false and misleading information directly relates to the ethical issue of marketing using deceptive and misleading techniques.

Question 16

Typical sources used by marketers to gather information about consumers include all of the following except

Accepted Answer

The answer of Typical sources used by marketers to gather...

Question 17

The most controversial source of information marketers use to gather information about consumers is from

Accepted Answer

Internet cookies are controversial because they track users' online behavior without explicit consent, raising privacy concerns.

Question 18

When faced with the criticism that marketing violates a consumer's right to privacy, marketers' typical response is that

Accepted Answer

Marketers often argue that they focus on aggregated data about groups rather than targeting individual consumers, thus minimizing privacy concerns.

Question 19

When making a marketing decision that has ethical ramifications, an individual's decision is based on all of the following factors except

Accepted Answer

The answer of When making a marketing decision that has...

Question 20

If an individual in the past made a decision that some in his company considered unethical but the result was increased sales for the company and a pay raise, this individual, when faced with another similar ethical question, will be more likely to

Accepted Answer

The individual is likely to repeat the behavior that previously resulted in personal and company benefits, despite ethical concerns.

Quiz 3: Marketing Ethics, Regulations, and Social Responsibility