chpt 21

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Marketing

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Jan 9, 2024

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Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 1. 1) Taking a more active, strategic role in corporate social responsibility is thought to benefit every one of these groups EXCEPT ________. B) competitors 2. 2) Procter & Gamble has made ________ a key component of the company's marketing strate- gies. C) brand purpose 3. 3) Which of these is NOT identified as a reason companies engage in prosocial activities and in- vest in corporate social responsibility? D) Maximizing social capital return for an- gel investors, the first group of investors to help launch the com- pany 4. 4) Which of these moves did Stonyfield Farm make to mitigate the environmental impact of its manufacturing operations? A) Offsetting its en- ergy usage with an equivalent investment in environmental pro- jects 5. 5) Which three elements make up the triple bot- tom line? C) People, planet, profit 6. 6) In addition to the environment and the mar- ketplace, the three-pronged approach of socially responsible marketing focuses on ________. D) the community 7. 7) ________ are all entities directly or indirectly influenced by the actions of the company, rather than just with shareholders, who actually own the firm. E) Stakeholders 8. 8) United Way focuses its efforts on programs that deliver ________ that benefit(s) specific commu- nities. D) measurable out- comes 9. 9) Corporate social responsibility has become a priority for many organizations and is ingrained in their business models. Answer: TRUE 1 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 10. 10) The most admired—and most success- ful—companies in the world abide by high stan- dards of business and marketing conduct that dictate serving consumer interests as well as their own Answer: TRUE 11. 11) Raising the level of socially responsible mar- keting calls for a three-pronged approach that focuses on the community, the environment, and the marketplace. Answer: TRUE 12. 16) Healthy long-term growth requires marketers to satisfy a broad set of ________ and objectives. B) constituents 13. 17) In addition to creating value for the compa- ny, its customers, and its collaborators, corporate social responsibility involves creating value for ________. B) the community in which a company op- erates 14. 18) Which of these is NOT a domain in which community-based corporate social responsibility typically occurs? C) Promoting industry growth 15. 19) Which of these is NOT a focus of corporate social responsibility in the workplace? D) Community educa- tion 16. 20) Commitment to socially responsible causes is also likely to increase a company's ability to ________, motivate, and retain key employees. C) recruit 17. 21) Firms of Endearment, the term coined by Raj Sisodia, David Wolfe, and Jag Sheth, refers to companies that succeed in doing well ________. A) by doing good 18. 22) Which of these behaviors is NOT character- istic of senior management in well-loved compa- nies? B) Using themselves as examples of the re- wards of success 19. 2 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 23) Which of these is NOT one of the core princi- ples of the Fair Trade foundation? C) Sustainable in- vestor returns 20. 24) Which of these terms has been used to ex- press worries about the negative consequences of cause marketing? B) Consumption phil- anthropy 21. 25) Corporate philanthropy influence consumers' opinions of a company in a variety of ways. Which of these is NOT one of the positive changes to a company's reputation that philanthropy can en- gender? C) Being perceived as more innovative 22. 26) A company's reputation for social responsi- bility can affect customers' ongoing relationship with the firm in all these ways EXCEPT ________. B) increased price sensitivity 23. 27) Bottom of the pyramid (BOP) refers to ________ D) the largest but poorest group of the world's population 24. 28) ________ adopts successful solutions devel- oped to meet the needs and constraints of a de- veloping market to create an inexpensive product that can be introduced as a cheaper alternative in developed markets. C) Reverse innovation 25. 29) When Nestlé repositioned its low-fat Maggi brand dried noodles—a popular, low-priced meal in rural Pakistan and India—as a budget-friendly health food in Australia and New Zealand, it was practicing ________. B) Reverse innovation 26. 30) ________ aims to further a cause and is not directly related to a particular business activity. A) Social marketing 27. 31) ________ entails a company taking a stand on an important-typically controversial-social, eco- nomic, environmental, or political issue. E) Brand activism 3 / 12

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Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 28. 32) How has Nokia been able to maintain its mar- ket share lead in many developing economies while losing its lead in parts of the developed world? C) Low-cost products with the right function- ality 29. 33) What market research technique did Nokia use to determine which features to include in mo- bile phones aimed at the bottom of the pyramid market? A) Ethnography 30. 34) ________ blends corporate social responsibil- ity initiatives with marketing activities. B) Cause marketing 31. 35) Which of these is one of the reasons Tata's Nano car model did not succeed as hoped, even though it provided good value for low-income consumers looking to make the switch from scooters and motorcycles? A) The stigma at- tached to buying a "cheap" car 32. 36) Nike's decision to prominently feature former San Francisco 49ers quarterback Colin Kaeper- nick in support of his stance against police killings of Black Americans was an example of ________. E) brand activism 33. 37) Coca-Cola's collectible Polar Bear aluminum bottle in support of the World Wildlife Fund is an example of ________. C) social marketing 34. 38) Which of these is NOT an example of a social marketing initiative? B) Reducing regulato- ry burdens on manu- facturing 35. 39) When the Centers for Disease Control and Prevention promoted mask-wearing, social dis- tancing, and other steps to mitigate the spread of Covid-19, it was engaged in ________. C) social marketing 36. 40) Eyewear marker Luxottica's OneSight family of charitable vision-care programs, which provide D) cause marketing 4 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh free vision screenings, eye exams, and glasses to millions of needy people in North America and developing countries around the world, is an ex- ample of ________. 37. 41) How does the shoe firm TOMS use cause mar- keting? B) Donating a pair of shoes to needy chil- dren for every pair sold 38. 42) After Barnum's Animal Crackers launched a campaign to raise awareness of endangered species and to help protect the Asian tiger by issuing special-edition packaging and collabo- rating with the World Wildlife Fund, the Nabisco brand saw a "healthy lift in sales." This was an example of ________. A) cause marketing 39. 43) How does the PRODUCT(RED) campaign help in the global fight against AIDS, tuberculosis, and malaria? C) By donating profits from PROD- UCT(RED)-branded products 40. 44) Given the complexity of developing and imple- menting a successful social marketing campaign, organizations should ________. B) approach these campaigns in a sys- tematic and disci- plined fashion 41. 45) Companies that speak out against legislative efforts that they believe will suppress votes are engaging in ________. D) brand activism 42. 46) For-profit companies define value in monetary terms, whereas nonprofits define it in terms of ________. A) benefiting society 43. 47) Social marketing is similar to cause marketing in that both aim to ________. D) benefit the commu- nity in which the com- pany operates 5 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 44. 48) Which of these is a potential disadvantage of a firm contributing to a cause with widespread corporate support, such as Susan G. Komen for the Cure? A) A brand may find its contribution over- looked in a crowded field of supporters. 45. 49) Associating a company's brands with a rele- vant cause can benefit the company in all these ways EXCEPT ________. B) insulating execu- tives from criticism 46. 50) A successful cause marketing program can accomplish all these laudable goals EXCEPT ________. E) reducing a firm's fixed costs 47. 51) Dawn dishwashing liquid has an unusual side benefit that makes it a natural for particular cause marketing campaigns. What is this product at- tribute? B) It is the only product recommended by the U.S. Fish and Wildlife Service for cleaning birds caught in oil spills 48. 52) Marketers refer to the largest but poorest group of the world's population as ________. D) the bottom of the pyramid 49. 53) Which of these is NOT one of the benefits firms can realize from investing in corporate social re- sponsibility in their workplaces? D) Reduced employee benefit costs 50. 54) Which of these is NOT one of the domains in which community-based corporate social respon- sibility typically occurs? C) Supporting orga- nized labor 51. 55) Business efforts to improve work-life balance fall under which domain of corporate social re- sponsibility? A) Improving the work- place 52. 56) The assertion that corporate social responsi- bility is not only the "right thing" but the "smart thing to do" means that ________. C) it benefits compa- nies that embrace it 6 / 12

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Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 53. 57) The Ronald McDonald Houses that McDon- ald's operates to help families while their children are hospitalized is an example of ________. A) corporate philan- thropy 54. 58) Which of the following is true regarding cause marketing? D) Most firms choose causes that fit their corporate or brand im- age and matter to their employees and share- holders. 55. 59) ________ marketing by nonprofit or govern- ment organizations aims to further a cause. D) Social 56. 60) If employees think that the company takes the principles of corporate social responsibility to heart, they are more likely to do so themselves. Answer: TRUE 57. 61) Implementing workplace corporate social re- sponsibility programs can be accomplished by a company's management alone. Answer: FALSE 58. 62) Beloved companies often spend less on mar- keting than their peers because admiring cus- tomers do most of the marketing for them. Answer: TRUE 59. 63) Corporate philanthropy as a whole is on the rise Answer: TRUE 60. 64) Cause-related marketing can backfire if con- sumers question the link between the product and the cause Answer: TRUE 61. 65) Social marketing programs take little time to develop and are generally easy to implement. Answer: FALSE 62. 66) Endearment gives products the appearance of being environmentally friendly without living up to that promise. Answer: FALSE 7 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 63. 90) Levi Strauss's Waste < Less jeans incorporate ________ in the garment fabric. A) recycled plastic bottles 64. 91) Single-use coffee pods in the Keurig system have generated a lot of concern about their lack of recyclability, even though the disposal of used pods makes up ________ of their total environ- mental impact. C) about 5 percent 65. 92) How have Whole Foods, Wegmans, Target, and Walmart helped preserve worldwide fish popula- tions? D) By longer selling fish caught in areas subject to overfishing or in a manner likely to harm other marine life or habitats 66. 93) How did an acquisition put Green Mountain Coffee Roasters in a sustainability quandary? D) It acquired Keurig and the dilemma of its nonrecyclable cof- fee pods 67. 94) Providing misleading information or giving a false impression that products or practices are environmentally friendly without living up to that promise is known as ________. B) greenwashing 68. 95) Which of these factors helped Clorox succeed with its Green Works household cleaning prod- ucts? C) An eco-friendly product with a very modest price premium 69. 96) Why did Patagonia once run an ad encourag- ing consumers not to buy one of its jackets? A) To highlight the en- vironmental impact of garment manufactur- ing 70. 97) Which of these is NOT one of the five behav- iors encouraged by the Common Threads Initia- tive? D) Refuse 71. 8 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 98) Which of these was NOT listed in the chapter as one of the environmental trends that marketers need to be aware of? B) Proliferation of vir- tual digital trash 72. 99) Amazon's $2 billion internal venture-capi- tal fund focused on technology investments in transportation, energy generation, battery stor- age, manufacturing, and food and agriculture is an example of which domain of corporate social responsibility? C) Promoting sustain- ability 73. 100) Which of these is part of the damage that greenwashing can cause? B) Increasing con- sumer skepticism about green initiatives 74. 101) Which of these is identified in the chapter as one of the factors holding back progress toward more environmentally friendly products? C) Many consumers are unwilling to sac- rifice product perfor- mance and quality for genuinely green prod- ucts 75. 102) A company that touts the recyclability of its batteries without mentioning that one of the battery's chemicals is mined in an unsustain- able manner could reasonably be accused of ________. B) greenwashing 76. 103) Which of these is NOT one of the ways that Levi Strauss promotes water conservation with its Water <Less line of jeans? C) Advocating for a ban on bottled-water sales 77. 104) Why would a clothing chain such as France's FAGUO decide to engage in such a seemingly unrelated effort such as planting trees? B) To offset its carbon footprint 78. 105) Which of these is an effect noted in the chap- ter that digital devices have had on the sustain- ability movement? A) Consumers have increasingly turned to digital devices to learn about the environment 9 / 12

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Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh and share their green experiences. 79. 106) According to one study, how many labels on allegedly green products focus on an eco-friendly benefit while omitting information about signifi- cant environmental drawbacks? C) Half 80. 107) ________ refers to the ability to meet human- ity's needs without harming future generations. B) Sustainability 81. 108) Younger consumers consistently show more concern for the environment than older con- sumers. Answer: FALSE 82. 109) Once a firm touts an environmental initiative, it can become a target for criticism. Answer: TRUE 83. 110) Amazon has concluded that it can't achieve "net zero" carbon emissions. Answer: FALSE 84. 111) One of the environmental issues that mar- keters need to stay on top of is the changing role of governments. Answer: TRUE 85. 112) Often the more committed a company is to sustainability and environmental protection, the more dilemmas that can arise. Answer: TRUE 86. 121) ________ involves simple exaggerations that are not meant to be believed and that are permit- ted by law B) Puffery 87. 122) Marketing communication that attracts buy- ers under false pretenses is known as ________. B) bait-and-switch ad- vertising 88. 123) If a retailer advertises $29 blue jeans that it doesn't actually have in stock and when con- sumers arrive they are told the $29 jeans were re- E) bait-and-switch ad- vertising 10 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh turned to the factory, then store clerks steer them to $69 jeans, the company is guilty of ________. 89. 124) If a car dealership advertises a $32,000 price for a certain model but then tells customers who come in to buy it that they are required to buy a $6,000 upgrade package, the dealership's com- munication qualifies as ________. C) bait-and-switch ad- vertising 90. 125) Which of these tactics are advertisers legally allowed to use in the United States? E) Puffery 91. 126) What is the name of the European Union reg- ulation that gives consumers control over their personal data? B) General Data Pro- tection Regulation 92. 127) How many U.S. households does the data-tracking firm Acxiom have in its database that tracks the behavior of people offline, online, and on their mobile devices? B) 126 million 93. 128) What privacy objection did some Nordstrom customers raise that prompted the clothing retail- er to drop a mobile app technology it was devel- oping? B) Being tracked via geolocation 94. 129) Why do some parents object to free branded materials such as Care Bear worksheets being available in daycare centers? A) Concern that young children are too susceptible to such branding and advertis- ing efforts 95. 130) Which of these is a major concern about the 8- to 12-year-old tween market regarding privacy? C) Their willingness to disclose their loca- tions via mobile de- vices 96. 131) Why did the Federal Trade Commission issue a cease-and-desist order against the makers of POM Wonderful pomegranate juice? D) For making un- substantiated health claims for the juice 11 / 12

Chapter 21 (Ethics) Study online at https://quizlet.com/_b21dwh 97. 132) Which of these marketing practices does NOT cross the line into unethical or illegal behav- ior? D) Factual compar- isons of competitive products 98. 133) What is advertising "puffery"? B) Simple exagger- ations that are not meant to be believed 99. 134) "The tastiest pizza in the universe" is an example of ________. C) puffery 100. 135) ________ technology enables marketers to track consumers' daily routines, frequently vis- ited establishments, and even their movements within a retail store. D) Geolocation 101. 136) Routine business practices rarely pose ethi- cal dilemmas. Answer: FALSE 102. 137) Bait-and-switch advertising attracts buyers under false pretenses. Answer: TRUE 103. 138) Teachers and parents are divided about the ethics of the increasingly heavy marketing push involving children Answer: TRUE 104. 139) Although salespeople are legally prohibited from saying things about their products that are not true, they may legally suggest things about competitors' products that are not true. Answer: FALSE 105. 140) Deceptive advertising, exclusive dealing, and predatory competition sharply divide critics re- garding whether they are clearly unethical or ille- gal. Answer: FALSE 12 / 12

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