Exam 19: Responsible Marketing

To marketing critics, advertising is a major source of cultural pollution.

Companies that adopt a forward looking philosophy to product design and investigate ways to incorporate design features that make products easier to recover, reuse, recycle or safely return to nature after usage, becoming part of the ecological cycle are said to practise:

Marketers argue that the workings of the competitive and consumers' demands for improved technologies contribute to much of what is called:

A global survey found that _________consumers are willing to pay higher prices for products from companies that use renewable energy.

Sellers have traditionally enjoyed each of the following rights EXCEPT the right to:

The Kleen Corporation recently decided not to introduce a new detergent because it was highly polluting and non- biodegradable. This action was in conformity with the societal marketing concept.

Carbon footprint labels require manufacturers to identify the quantity (in grams) of __________ emissions caused by the manufacture and transportation of the product.

Environmentalists are not against marketing and corporate profits, they just want companies to operate with greater care for the environment.

Deficient products have neither immediate appeal nor long- run benefits.

Deceptive practices on the part of marketers generally fall into three groups. List and briefly comment on each of these practices.

Would eliminating middlemen automatically reduce the costs of distribution? Explain.

At the supermarket, Matilda notices two similar brands of laundry detergent, each with different sizes and prices namely Brand A, 2.5 litres at $7.62; Brand B, 1.5 litres $5.70. Matilda, who has never been good at mental arithmetic, cannot figure out which brand is the better buy. However, Matilda also notices that the retailer has displayed additional information as follows: Brand A $3.05 per litre and Brand B $3.83 per litre. This type of price display is known as:

Competitive practices that are designed to hurt or destroy the competition are collectively known as:

Cultural pollution is a major contributing factor to the damage to the ozone layer.

Mini Case 19- 1 "Citizens for Action" was a consumer watchdog group that monitored marketing activities in Melbourne. Various members of the executive committee were each responsible for a particular area. Melanie logged in complaints that marketing promotion encouraged people to judge one another by what they own rather than by who they are. Matt recorded activities where the selling of private goods appeared to be at the expense of public goods. Murray listened to residents who complained that billboards were ruining their neighbourhood scenery and hurting property values. -Melanie was so incensed by a television commercial that she was prompted to write to the Advertising Standards Board and register her complaint. At issue was an advertisement for a credit card company that encouraged customers to use their credit cards for all purchases in the three months prior to Christmas so as to avail themselves of a limited time offer. The offer consisted to two elements-double loyalty points for each $1 spent and a free entry into prize pool for a trip to Tahiti for every purchase made. Melanie is MOST likely concerned about:

Broad guidelines that cover such issues as distributor relations, advertising standards, customer service, pricing, product development and general moral standards are known as:

With growing oil shortages, many oil producers re- defined themselves as "energy companies" and broadened their efforts to develop and market alternative forms of energy. This move would be in accordance with:

The consumer's right to be informed entails which of the following principles?

Customer- value marketing emphasises a variety of techniques designed to generate short- term sales.

List and briefly describe the five principles of enlightened marketing.