Harran University - Yeniehir Campus

MGT 201 201

Chapter 4 A Broader Perspective on Marketing

1)By definition a (n)_is a community, nation, or group that shares common traditions, institutions, activities, and interests.

 

 

2. According to the Organization for Economic Cooperation and Development,                is the largest single economy in the world.

 

 

3. The United States is most accurately characterized as a (n)               .

 

 

4. Which of the following best explains why the United States government regulates marketers' anticompetitive behavior?

 

5. NGOs are groups of                   who monitor the behavior of marketers or governments and use their influence to achieve social goals.

 

 

6. Which of the following is defined as the shared values, beliefs, and preferences of a particular community, nation, or a group?

 

 

7. Which of the following is NOT a defining aspect of American culture?

 

 

8. The zeitgeist refers to which of the following?

 

 

9.                     is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

 

 

10. When a group of consumers refuses to do business with a company in order to show disapproval of the company's actions and to encourage the company to change, the consumers are participating in a (n)  .

 

 

11. Ralph Nader is most closely associated with which of the following?

 

 

12. The right to be safe, to be informed, to be heard, and to choose freely are the major components of the   .

 

 

13. Of the following presidents, who is most closely associated with the Consumer Bill of Rights?

 

 

 

 

 

14. The Consumer Bill of Rights includes the right to receive a fair settlement of just claims, including compensation for misrepresentation, shoddy goods, or unsatisfactory services. This is known as the right to   .

 

 

15. Which of the following is NOT one of the eight basic consumer rights?

 

 

16. Advocacy groups such as Consumers International and the Better Business Bureau can act on behalf of consumers and promote consumers' rights through              but not through       .

 

 

17.                      is an organized movement of citizens, businesses, and government agencies to protect and improve the living environment.

 

 

18. Environmental sustainability involves both                and                   .

 

19. Marketers have responded to the             movement with green marketing.

 

 

20. LOHAS stands for                    .

 

 

21. Of the five core customer segments in the market for environmentally and socially responsible products, members of which group are MOST likely to be active in environmental causes?

 

 

22. Of the five core customer segments in the market for environmentally and socially responsible products, members of which group is LEAST likely to demonstrate environmentally responsible behaviors?

 

 

23. Members, of which two of the five core groups in the American market for environmentally and socially responsible products would be MOST likely to pay a price premium for products that are certified organic?

 

 

24. Organic foods are those that are grown             .

 

 

25. A (n)                     is a rule of conduct or action prescribed by an authority, or a binding custom or practice of a community.

 

 

 

26.                     are rules or orders, carrying the force of law that are issued by an official government agency.

 

 

27. Which of the following American government agencies is responsible for enforcing laws against deceptive advertising?

 

 

 

 

28. The                   , a United States regulatory agency, protects the public from potentially hazardous products.

 

 

29. The                   , a United States regulatory agency, develops and enforces regulation concerning the materials and processes that manufacturers may use.

 

 

30. The                   , a United States regulatory agency, regulates the use of broadcast media.

 

 

31. The                    , a United States regulatory agency, enforces laws and regulations concerning foods, drugs, cosmetics and veterinary products. Marketers of pharmaceuticals must get approval from this agency before introducing products to the market.

 

 

32. Regulations and policies enforced by which of the following federal organizations are most likely to have an impact on the efficiency of marketing distribution channels?

 

33. From the  consumer's perspective, which of the following marketing areas is the least visibly regulated by the federal government?

 

 

34. Which of the following is part of a bait-and-switch tactic?

 

 

35. Which of the following is an illegal marketing tactic?

 

 

36. The Federal Trade Commission examines advertising from the point of view of a         .

 

 

37. Puffery is a term for a (n)               .

 

 

38. In advertising,                   is a legal tactic, while                    is not legal.

 

 

39. Which of the following laws is most relevant to the marketing mix category of price?

 

 

40. Which of the following laws is most relevant to the marketing mix category of promotion?

 

 

41. The Consumer Credit Protection Act is primarily concerned with which area of marketing?

 

 

 

 

42. CSR stands for                   .

 

 

43. Which of the following has been the traditional way to measure the success or failure of a business?

 

 

44.                      refers to practices that combine economic growth with careful stewardship of a society's natural resources and the environment.

 

 

45. A central assertion of                  is that marketing techniques can be used to promote causes and improve the lives of individuals and society.

 

 

46. Which of the following is LEAST closely associated with corporate social responsibility?

 

 

47. The American Marketing Association (AMA) has created a code of ethics that includes all of the following ethical values EXCEPT  .

 

48. Marketing ethics are rules for evaluating marketing decisions and actions based on marketers' duties and obligations to

                   .

 

 

49. 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. Monica and other managers could create broad guidelines that everyone in the organization must follow in the form of a (n)    .

 

 

50. The "triple bottom line" refers to a company's            ,                    , and                   .

 

 

51. All of the following are examples of NGOs EXCEPT which one?

 

 

52. Advertisements for Dodge automobiles include the slogan "Dodge. Grab life by the horns." This slogan most strongly appeals to which of the following basic American cultural beliefs?

 

 

53. Which of the following slogans used by automobile companies most strongly addresses the cultural belief that change equals progress?

 

 

54. A group of farm workers in Florida organized a movement aimed at convincing Taco Bell to increase the amount that it pays for its tomatoes so that the wages of tomato pickers could be increased to a more reasonable minimum. The group of farm workers gained attention from media outlets and convinced many people around the country, particularly college students and religious groups, to stop buying Taco Bell products. This is an example of a(n) .

 

 

55. Monique is a mother of toddler twins. Since the babies were born, Monique has taken great care in selecting their products. She chooses organic and locally grown fruits and vegetables over processed baby food. The twins are dressed in natural cotton clothing, most of it made by companies with policies supporting sustainability. Many of the children's toys are made from recycled materials. Monique would most likely be classified as belonging to the        group.

 

 

56. Chandra and Michael are a young married couple. They currently drive an SUV but would consider buying a smaller, more fuel- efficient car now that the prices on those models have come down. They shop at their local organic shop when they are making a special meal, but they more frequently shop at their local supermarket. Chandra and Michael are interested in composting, and even took a workshop on how to start their own compost bin, but getting started just hasn't been a priority for them. Chandra and Michael would most likely be classified as belonging to the                                                                                  group.

 

 

57. Lovely Locks, a maker of shampoos, is considering entering the cosmetics product. The company has a line of mascara and eyeliner it wants to introduce to the market. However, first Lovely Locks must obtain approval from the .

 

 

58. A federal agency ordered KFC to stop running ads with  claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order?

 

 

59. Which of the following advertising situations would LEAST likely be considered puffery?

 

60. IBM manager Celia Moore coordinates IBMs long-standing "Reinventing Education" program that involves intensive research into how educational institutions can use the fruits of new technologies to transform what they do. In the process, the program is actually helping to shape a market of significant interest to IBM. "We see the program very much as an investment, rather than handing out money," says Moore. The existence of this program most strongly suggests that IBM has which of the following?

 

 

61. Timberland employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. CEO Jeffrey Swartz sees such service as a powerful differentiator for Timberland with its current and potential customers. Timberland could be most accurately described as practicing .

 

 

62. Which of the following is the best example of a company promoting sustainability?

 

 

 

Refer to the passage below to answer the following questions.

 

Bryant and Aniyah Small are the owners of the Good Green Grocer, a small but successful chain of natural food and health stores. Bryant and Aniyah's business have 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 college towns throughout Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, the Smalls have found that many people are willing to pay a bit more for food that is organically grown.

 

Bryant and Aniyah want the Good Green Grocer to be associated with environmental responsibility, so they offer discounts to customers who bring their own reusable shopping bags and take measures to reduce the company's carbon footprint. They even hold environmental workshops in their stores, with topics ranging from organic farming and composting to at-home energy conservation.

 

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 midweek, so the store typically sees its heaviest traffic on Sunday and Monday.

 

63. Which of the following groups is most likely part of the Good Green Grocer's target market?

 

 

64. 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 , then the Good Green Grocer would most likely be accused of              .

 

 

65. Which of the following actions, if taken, would violate the marketing ethics code?

 

 

66. GDP stands for Gross Domestic Population.

 

 

 

67. In the United States, government agencies take an interest in ensuring consumer and public safety, but are not involved in preventing anticompetitive business practices.

 

 

 

68. Consumers determine the success or failure of a business through their decisions about which products to buy.

 

 

69. Culture can be considered at a national level and regional level, but is too broadly defined to be distinct at a local level.

 

 

 

70. The belief that wasted time can open up new opportunities is part of the American culture.

 

 

 

 

 

71. People do not notice all of the advertising messages to which they are exposed each day.

 

 

 

72. Consumerism does not need to be coordinated in any formal manner.

 

 

 

73. Consumerism is a movement that began in the twenty-first century.

 

 

 

74. The concept of eight basic consumer rights is supported by American law, but not by international organizations such as the United Nations.

 

 

 

75. The LOHAS and Naturalites segments of the market for environmentally and socially responsible products together represent less than half of the American population.

 

 

 

76. By definition, products that are promoted through green marketing are organic.

 

 

 

77. A broader definition of "law" also includes social practices or customs.

 

 

 

78. An advertiser must have documented proof of any claims made in an advertisement.

 

 

 

79. Social marketing and corporate social responsibility are interchangeable terms.

 

 

 

80. In marketing, an action that is legal is by definition ethical.

 

 

 

81. Marathon runners are an example of a subculture.

 

 

 

82. The concern that children may be exploited by certain advertising messages would not be addressed by the consumerism movement.

 

 

 

83. A cereal maker that advertises its products as "the one that will make you smile" is using an exaggerated claim, not puffery.

 

 

84. How does an NGO differ from a government organization?

 

 

85. Explain how society and culture relate to one another.

 

 

86. Identify two defining aspects of American culture.

 

 

87. Give an example of how marketers introduce products based on the development of new technologies.

 

 

88. Explain two reasons that boycotts are effective.

 

 

89. Briefly provides two reasons that more and more consumers are joining the environmentalism movement.

 

 

90. Why are organic foods considered to be better for the environment?

 

 

91. Explain the difference between puffery and an exaggerated claim in marketing.

 

 

92. What is the difference between corporate social responsibility and the social marketing concept?

 

 

93. The Enron company committed major accounting fraud by hiding hundreds of millions of dollars of debt. As a result, many shareholders lost substantial savings. Identify three norms in the Marketing Ethics Code that Enron violated.

 

 

94. Briefly explain the roles of consumers, businesses, governments, and NGOs in the society of the United States.

 

 

95. Explain how marketing is both a reflection of a culture and a powerful influence upon it, giving at least two examples.

 

96. Explain several of the issues that marketers interested in green marketing should consider.

 

 

 

 

 

 

 

 

97. Identify three areas of marketing that are of particular interest to legislators, and explain why these areas are of particular interest.

 

 

98. The Federal Trade Commission enforces laws against deceptive advertising. Briefly discusses three types of deceptive advertising that would be considered illegal.

 

 

99. Explain the concept of CSR and how it can have positive long-term benefits for both a company and society.

 

 

100. Explain the social marketing concept and discuss two examples of its use.