Question 1

For corporate leaders,their firm's ability to ___________ must be of paramount importance.

Accepted Answer

A)  balance profits and expenses 
B)  balance employees' needs with the needs of the environment 
C)  balance shareholder interests with the needs of society. 
D)  benefit shareholders only 
E)  make a profit 
A)  balance profits and expenses 
B)  balance employees' needs with the needs of the environment 
C)  balance shareholder interests with the needs of society. 
D)  benefit shareholders only 
E)  make a profit

Question 2

YouTube is an example of which type of social media site?

Accepted Answer

A)  microblogging 
B)  media sharing 
C)  thought sharing 
D)  social networking 
E)  social bookmarking 
A)  microblogging 
B)  media sharing 
C)  thought sharing 
D)  social networking 
E)  social bookmarking

Question 3

Southwest Airlines operates a blog called Nuts About Southwest.A group of employees share the responsibility for posting items of potential interest to customers-for example,short videos about Southwest's travel destinations,articles (with photos)about special events,and news about airline promotions.Nuts About Southwest is an example of a

Accepted Answer

A)  corporate blog. 
B)  network blog. 
C)  personal blog. 
D)  professional blog. 
E)  social blog. 
A)  corporate blog. 
B)  network blog. 
C)  personal blog. 
D)  professional blog. 
E)  social blog.

Question 4

Instagram is an example of which type of social media site?

Accepted Answer

A)  microblogging 
B)  social networking 
C)  thought sharing 
D)  media sharing 
E)  social bookmarking 
A)  microblogging 
B)  social networking 
C)  thought sharing 
D)  media sharing 
E)  social bookmarking

Question 5

If Katy Perry tweets a close-up of her eyelashes,lengthened by using a Cover Girl mascara product,then Cover Girl will have reached more than 80 million of Katy Perry's followers,even though Cover Girl has fewer than 2,000 Twitter followers.

Accepted Answer

A) True 
 B)False

Question 6

Conscious marketing encompasses all of the following overriding principles except

Accepted Answer

A)  recognition of marketing's greater purpose. 
B)  recognition of the company's bottom line. 
C)  consideration of stakeholders and their interdependence. 
D)  the presence of corporate leadership, creating a corporate culture. 
E)  the understanding that decisions are ethically based. 
A)  recognition of marketing's greater purpose. 
B)  recognition of the company's bottom line. 
C)  consideration of stakeholders and their interdependence. 
D)  the presence of corporate leadership, creating a corporate culture. 
E)  the understanding that decisions are ethically based.

Question 7

Marketing ethics is concerned with distinguishing between right and wrong actions and decisions that arise in a business setting,according to broad and well-established moral and ethical principles that might arise in a business setting,and any special duties or obligations that apply to persons engaged in commerce.

Accepted Answer

A) True 
 B)False

Question 8

Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities.The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Hisaoki's company name.Hisaoki never considered that this problem might arise.Hisaoki's company failed to

Accepted Answer

A)  identify issues. 
B)  promote the firm's corporate social responsibility efforts. 
C)  analyze the needs of the industry. 
D)  brainstorm and evaluate alternatives. 
E)  choose a course of action. 
A)  identify issues. 
B)  promote the firm's corporate social responsibility efforts. 
C)  analyze the needs of the industry. 
D)  brainstorm and evaluate alternatives. 
E)  choose a course of action.

Question 9

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

Accepted Answer

A)  personal blogs 
B)  Facebook 
C)  Twitter 
D)  YouTube 
E)  online reviews 
A)  personal blogs 
B)  Facebook 
C)  Twitter 
D)  YouTube 
E)  online reviews

Question 10

A meat-packing company discovers that six months ago it unknowingly distributed meat from a cloned cow.The firm is unaware of any specific risks to humans consuming the meat; however,some scientists have raised questions,and some consumers are afraid of possible future problems.The meat company has to decide whether or not to make this matter public.How should it begin the process of making an ethical decision?

Accepted Answer

A)  Brainstorm the available alternatives. 
B)  Ask its managers to vote for or against public disclosure. 
C)  Let the board of directors decide what to do. 
D)  Identify the issues raised by the situation. 
E)  Find out who purchased the meat, and offer them refunds in return for their silence. 
A)  Brainstorm the available alternatives. 
B)  Ask its managers to vote for or against public disclosure. 
C)  Let the board of directors decide what to do. 
D)  Identify the issues raised by the situation. 
E)  Find out who purchased the meat, and offer them refunds in return for their silence.

Question 11

A common view in today's business climate is that the only responsibility of a business is to its shareholders,so its only purpose is to make a profit.

Accepted Answer

A) True 
 B)False

Question 12

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

Accepted Answer

A)  uploading a coupon to the Nike fan page 
B)  encouraging Facebook users to "like" the Nike page so their friends will see this action 
C)  placing a Facebook ad 
D)  creating a Facebook tab allowing users to view the tennis clothing within Facebook 
E)  placing a Facebook link on the Nike corporate website 
A)  uploading a coupon to the Nike fan page 
B)  encouraging Facebook users to "like" the Nike page so their friends will see this action 
C)  placing a Facebook ad 
D)  creating a Facebook tab allowing users to view the tennis clothing within Facebook 
E)  placing a Facebook link on the Nike corporate website

Question 13

A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

Accepted Answer

A) True 
 B)False

Question 14

Darren has developed a better type of medication vial for travelers.He is not sure how to develop a marketing program for his product,as there are a few similar ones on the market.What technique can Darren use to analyze data from his competitor's websites,particularly to learn how people search for similar products online?

Accepted Answer

A)  click path data 
B)  sentiment analysis 
C)  social influence 
D)  keyword analysis 
E)  budget analysis 
A)  click path data 
B)  sentiment analysis 
C)  social influence 
D)  keyword analysis 
E)  budget analysis

Question 15

To achieve their objectives,marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.

Accepted Answer

A) True 
 B)False

Question 16

The focus of social media efforts targeted at customer interaction is building connections.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following descriptions embodies conscious marketing principles?

Accepted Answer

A)  not socially responsible 
B)  questionable firm practices, yet donates a lot to the community 
C)  neither socially nor ethically responsible 
D)  not involved with the larger community 
E)  both ethically and socially responsible 
A)  not socially responsible 
B)  questionable firm practices, yet donates a lot to the community 
C)  neither socially nor ethically responsible 
D)  not involved with the larger community 
E)  both ethically and socially responsible

Question 18

If Melissa decides to sell the best ice cream on earth,and intends to establish a strong ethical climate in her organization,during which phase of the strategic marketing planning process should she introduce ethical considerations?

Accepted Answer

A)  planning 
B)  implementation 
C)  control 
D)  experience 
E)  ethics 
A)  planning 
B)  implementation 
C)  control 
D)  experience 
E)  ethics

Question 19

Tipco Computer Company decided to market its tablet computers to preschoolers,even though the tablets were better suited for much older children.This potentially unethical activity takes place during the control phase of the strategic marketing planning process.

Accepted Answer

A) True 
 B)False

Question 20

The Harvest County School Board is concerned about deteriorating school facilities,combined with a shrinking budget.The board began by studying the issue,and then identified parents,children,teachers,staff,and taxpayers as groups who have a vested interest in the problem.The school board has listened to each group's concerns.In the ethical decision-making framework,its next action should be to

Accepted Answer

A)  identify issues of concern to lawmakers. 
B)  assess impact of its actions beyond the classroom. 
C)  engage in brainstorming alternatives. 
D)  choose a course of action. 
E)  evaluate the legal ramifications. 
A)  identify issues of concern to lawmakers. 
B)  assess impact of its actions beyond the classroom. 
C)  engage in brainstorming alternatives. 
D)  choose a course of action. 
E)  evaluate the legal ramifications.

For corporate leaders,their firm's ability to ___________ must be of paramount importance.

YouTube is an example of which type of social media site?

Instagram is an example of which type of social media site?

If Katy Perry tweets a close-up of her eyelashes,lengthened by using a Cover Girl mascara product,then Cover Girl will have reached more than 80 million of Katy Perry's followers,even though Cover Girl has fewer than 2,000 Twitter followers.

Conscious marketing encompasses all of the following overriding principles except

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

A common view in today's business climate is that the only responsibility of a business is to its shareholders,so its only purpose is to make a profit.

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

To achieve their objectives,marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.

The focus of social media efforts targeted at customer interaction is building connections.

Which of the following descriptions embodies conscious marketing principles?

If Melissa decides to sell the best ice cream on earth,and intends to establish a strong ethical climate in her organization,during which phase of the strategic marketing planning process should she introduce ethical considerations?

Tipco Computer Company decided to market its tablet computers to preschoolers,even though the tablets were better suited for much older children.This potentially unethical activity takes place during the control phase of the strategic marketing planning process.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 4: Conscious Marketing,corporate Social Responsibility,and Ethics

For corporate leaders,their firm's ability to ___________ must be of paramount importance.

YouTube is an example of which type of social media site?

Instagram is an example of which type of social media site?

If Katy Perry tweets a close-up of her eyelashes,lengthened by using a Cover Girl mascara product,then Cover Girl will have reached more than 80 million of Katy Perry's followers,even though Cover Girl has fewer than 2,000 Twitter followers.

Conscious marketing encompasses all of the following overriding principles except

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

A common view in today's business climate is that the only responsibility of a business is to its shareholders,so its only purpose is to make a profit.

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

To achieve their objectives,marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.

The focus of social media efforts targeted at customer interaction is building connections.

Which of the following descriptions embodies conscious marketing principles?

If Melissa decides to sell the best ice cream on earth,and intends to establish a strong ethical climate in her organization,during which phase of the strategic marketing planning process should she introduce ethical considerations?

Tipco Computer Company decided to market its tablet computers to preschoolers,even though the tablets were better suited for much older children.This potentially unethical activity takes place during the control phase of the strategic marketing planning process.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters