Exam 14: Communicating Customer Value: Integrated Marketing Communications Strategy

The act designed to ensure that those sending commercial electronic messages are doing so only when the recipient has opted-in to receive the emails and,having done so,has the ability to be removed from such lists is called the ________.

Critics of marketing claim that marketing creates false wants that benefit ________ more than they benefit ________.

Large marketing companies can use patents and heavy promotion spending to ________.

When a company expands by developing its own products rather than acquiring a competitor,the company is likely to be accused of reducing competition.

Innovative marketing is ________.

Given that standard patents are time consuming to process and costly to file,Australia has recently developed the ________ ________ to protect smaller innovations (i.e.gadgets).

A relatively new food supplement that provides both high immediate satisfaction and high long-run benefits is best classified as a pleasing product.

Employees involved in credit negotiations with customers such as hire purchase need training in the Consumer Credit Code.

The ________ specifically focuses on future company needs rather than both future company and future customer needs.

Cultural pollution can also be referred to as ________.

Critics of the marketing system are most likely to charge that intermediaries ________.

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

When a company views and organises its marketing activities from only the consumer's point of view,it is practicing societal marketing.

Setting prices below cost,threatening to cut off business with suppliers and discouraging the purchase of a competitor's products are all examples of ________.

ABC Toy Company has been accused of producing shoddy and unsafe children's toys.If ABC is typical of most companies,the complaints will centre on manufacturer indifference,increased production complexity and poorly trained labour.

Advertising 'puffery' is a term for ________.

A firm produces several new products that have low appeal but may benefit consumers in the long run.What is the most accurate classification of these products?

When a company makes marketing decisions by considering consumers' wants and interests,the company's requirements and society's long-run interests,it is practicing ________ marketing.

A music composer has just spent the past four weeks writing an innovative,contemporary score of traditional gypsy music for a 20 piece big band.She wants to protect her intellectual property and would be best advised to copyright it.

Companies must decide what principle they should use as a guide on issues of ethics and social responsibility.Which one of the following is likely to be the LEAST common philosophy to accomplish this end?