Exam 16: Marketing Ethics and Social Responsibility

TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed. -In the TOASTER MINI CASE,Ruth's son believed that he could put an Oreo cookie in the toaster and it would pop out as a Kool-Stuf pastry because,according to ________,children easily form associations between stimuli and outcomes.

People are often surprised at how much they consume,showing that they may have been influenced at a basic or perceptual level.

TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed. -In the TOASTER MINI CASE,which of the following is most likely true of Ruth's son?

It is argued that stealth marketing will result in increased consumer acceptance of product information.

Large inventory levels in one's home pantry could increase the quantity of food one believes is appropriate for a meal.

The majority of advertisements for ________ appear during children's programs.

________ is responsible for stopping false or misleading ads.

The societal marketing concept involves ________.

A cause-related message elicits more favorable consumer attitudes than a similar ad without a cause-related message.

________ is the self-regulatory group that monitors complaints from companies and consumers regarding truth in advertising and often determines what ads can and cannot state.

Advertisements for ________ are the most prevalent ads played during children's programming.

Socially beneficial forms of doing business include ________.

With regard to assortment structure,________ is/are commonly found in the form of multiple product tastings,multiple offerings of party snacks,duplicate buffet lines,family dinners with multiple dishes,and perhaps even in retail displays.

When Fizzy Cola advertizes that it will donate a portion of all the proceeds of cola packaged in its Olympic can to the Special Olympics,it is engaging in ________.

CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has taken out a 30-minute spot on a local television channel and is planning on airing a mini-program on the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Clean Brite has also arranged for Oopsy All Gone to appear in a popular sit-com, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend. -In the CLEANER MINI CASE,the 30-minute Oopsy All Gone spot delivers the same message to all viewers.This is an example of the ________ model of marketing.

When Company Y buys radio time on all the local radio stations and plays the same advertisement on all of them,Company Y is engaging in ________.

30-minute commercials that appear to the average viewer as documentaries and therefore command more attentive viewing than obvious commercials would receive are known as ________.

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,the models that Ecolite has hired to drive the car around and talk to average consumers about how great it is are examples of ________.

What is stimulus generalization and how is it used in the marketing of private label goods?

Socially responsible activities improve a company's image among consumers,stockholders,the financial community,and other relevant publics.