Exam 16: Marketing Ethics and Social Responsibility

While many consumers report that they like ecologically friendly products,only about a third actually buy such products,and most consumers don't know which lifestyle changes are the best means to reduce global warming.

ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also paid models to drive the cars around major metropolitan areas, parking them briefly in grocery stores like Trader Joe's and Whole Foods, where its target customers shop, and to engage potentially interested consumers in conversation about how great the new car is. -In the ECOLITE MINI CASE,by making Ecolite electric cars available for environmentally-conscious consumers to try out through the rentals,Ecolite is attempting to show consumers that any potentially negative preconceived notions they have about electric cars are not accurate.They are targeting consumers at the ________ stage of behavior change.

Advertising to children is subject to self-regulation according to guidelines developed by ________.

Parents with complaints about advertising to children should contact ________.

Cause-related advertising is less effective among more involved consumers.

The FTC holds marketers responsible for determining their ads' potential to mislead consumers.

How might a marketer unintentionally convey socially undesirable stereotypes and images in products and advertisements? Give an example.

Pomona Fruits,a tropical fruit grower,wants to raise awareness of the health benefits of pineapples in order to spur sales of its produce.Pomona buys a full page in a women's health magazine and pays a nutritionist to write a complementary article highlighting tropical fruits,including pineapples.This is an example of ________.

The societal marketing concept proposes that all companies would be better off in a stronger,healthier society,and that companies that incorporate ethical behavior and social responsibility in all of their business dealings attract and maintain loyal consumer support over the long term.

Consumers find environmental labels difficult to understand,which increases consumers' price-sensitivity regarding green products.

Aspire is a credit card provider that is offering a new identity theft protection service for a fee to its existing card holders.It is advertising this new service by sending direct mail to card holders in envelopes that say "Time Sensitive Account Information" to discourage customers from simply discarding the junk mail without opening it.This is an example of ________.

ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also paid models to drive the cars around major metropolitan areas, parking them briefly in grocery stores like Trader Joe's and Whole Foods, where its target customers shop, and to engage potentially interested consumers in conversation about how great the new car is. -In the ECOLITE MINI CASE,Ecolite's advertising surrounding carbon emissions is an example of ________.

Industry-wide self-regulation is in marketers' best interests in that ________.

How can advertisements impact culture?

Which of the following is a masked marketing practice using a disguised format?

A recent study discovered that deceptive claims were found in about three-quarters of humorous ads and,in most cases,the humor was used to mask the deceptive claims.

According to ________,children can easily form associations between stimuli and outcomes.

Repeated exposure to very thin "ideal" figures in promotional messages leads to negative self-perceptions (particularly in women)and is partially responsible for the increase in eating-related disorders.

The ________ balances the needs of society with the needs of individuals and marketing organizations.

Consumers may be able to control consumption by organizing less-structured offerings.