Question 1

Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?

Accepted Answer

Socially concerned consumers are driven by a desire to help with respect to cause-related marketing programs.

Question 2

John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers?

Accepted Answer

Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

Question 3

Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong?

Accepted Answer

Balancers believe in cause-related marketing but generally doesn't act accordingly.

Question 4

As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern over the potential for marketers to mislead consumers.

Accepted Answer

The FTC Green Guides are voluntary guidelines that provide dozens of examples of acceptable and unacceptable advertising and package claims.

Question 5

Which of the following is NOT generally involved in green marketing?

Accepted Answer

Pricing products lower than the competition is not generally involved in green marketing.

Question 6

Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

Accepted Answer

Cause-related marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

Question 7

Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, it only purchases grain from organic farms. It states on its packages that "organic farming helps keep our food pure and protects our land and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for these family farmers, and helps ensure a safer and healthier Earth for you and your children." This is an example of _____.

Accepted Answer

Green marketing generally involves (1) developing products whose production, use, or disposal is less harmful to the environment; (2) developing products that have a positive impact on the environment; or (3) tying the purchase of a product to an environment organization or event.

Question 8

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________.

Accepted Answer

Greenwashing is a practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver.

Question 9

Gay consumers, like heterosexuals, vary in terms of _____.

Accepted Answer

Gay consumers, like heterosexuals, vary in terms of ethnicity, geographic region, occupations, and age.

Question 10

The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

Accepted Answer

Green Guides are voluntary guidelines that provide dozens of examples of acceptable and unacceptable advertising and package claims.

Question 11

Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers?

Accepted Answer

Attribution-oriented consumers are concerned about motives behind cause-related marketing programs.

Question 12

_____ is done to enhance the welfare of individuals or society without direct benefit to a firm.

Accepted Answer

Social marketing is done to enhance the welfare of individuals or society without direct benefit to a firm.

Question 13

Which of the following is a challenge facing marketers who implement cause-related marketing programs?

Accepted Answer

Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

Question 14

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

Accepted Answer

Cause marketing and social marketing are both terms used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity.

Question 15

Which of the following is an example of cause-related marketing (CRM)?

Accepted Answer

Cause-related marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

Question 16

Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

Accepted Answer

Socially concerned consumers are driven by a desire to help with respect to cause-related marketing programs.

Question 17

Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

Accepted Answer

Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

Question 18

What has been found to improve the results of cause-related marketing programs?

Accepted Answer

The fit between the company and the cause has been found to improve the results of cause-related marketing programs.

Question 19

Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green products are ___________.

Accepted Answer

Overcoming these negative perceptions is critical to the success of green marketing.

Question 20

Target stores give 1 percent of a customer's purchase to a school of his or her choice if the customer uses a Target Visa credit card to pay for purchases. Target will also donate 0.5 percent of all other purchases made on that card. This is an example of _____.

Accepted Answer

Cause-related marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

Quiz 3: The Changing American Society: Values

Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong?

As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern over the potential for marketers to mislead consumers.

Which of the following is NOT generally involved in green marketing?

Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________.

Gay consumers, like heterosexuals, vary in terms of _____.

The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers?

_____ is done to enhance the welfare of individuals or society without direct benefit to a firm.

Which of the following is a challenge facing marketers who implement cause-related marketing programs?

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

Which of the following is an example of cause-related marketing (CRM) ?

Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

What has been found to improve the results of cause-related marketing programs?

Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green products are ___________.

Target stores give 1 percent of a customer's purchase to a school of his or her choice if the customer uses a Target Visa credit card to pay for purchases. Target will also donate 0.5 percent of all other purchases made on that card. This is an example of _____.