Question 1

Recently,a class-action lawsuit was brought against a fast food chain,charging that its food has contributed to the nationwide obesity epidemic.The suit was eventually dismissed,but many critics continue to point out the health dangers of many fast food menu items.These critics are concerned that the fast food industry is pushing ________.

Accepted Answer

A) high-pressure selling 
B) deceptive promotions 
C) deceptive pricing 
D) deceptive packaging 
E) harmful products

Question 2

To restore the balance between private and public goods,producers could be required to bear the full ________ costs of their operations.

Accepted Answer

A) promotional 
B) cultural 
C) environmental 
D) social 
E) safety

Question 3

The ________ considers the future welfare of consumers.

Accepted Answer

A) societal marketing concept 
B) strategic planning concept 
C) sustainable marketing concept 
D) marketing concept 
E) consumer business concept

Question 4

In sense-of-mission marketing,a company defines its mission in broad social terms rather than narrow product terms.

Accepted Answer

A) True 
 B)False

Question 5

________ is an organised movement of concerned citizens and government agencies to protect and improve people's living environment.

Accepted Answer

A) Consumerism 
B) Environmentalism 
C) Social responsibility 
D) Enlightened marketing 
E) Sense-of-mission marketing

Question 6

Which marketing principle holds that companies should organise their activities from the customer's point of view?

Accepted Answer

A) customer-oriented marketing 
B) customer-value marketing 
C) innovative marketing 
D) equal opportunity 
E) societal marketing

Question 7

Marketers are entitled to use the image or likeness of celebrities in their advertising and promotional campaigns without gaining permission because these personalities already have their images in the public domain.

Accepted Answer

A) True 
 B)False

Question 8

General guidelines can always be relied upon to resolve all the difficult ethical situations that marketers face.

Accepted Answer

A) True 
 B)False

Question 9

In which of the following scenarios would high-pressure selling tactics typically be most advantageous for marketers?

Accepted Answer

A) selling situations with long-time customers 
B) selling situations with new customers with a high likelihood of becoming repeat customers 
C) selling situations with a company's most highly valued customers 
D) one-time selling situations for short-term gain 
E) selling situations with dissatisfied customers

Question 10

Pleasing products have low appeal but may benefit consumers in the long run.

Accepted Answer

A) True 
 B)False

Question 11

Critics have charged that some companies intentionally manufacture their products with materials or components that cause the product to need to be replaced before it actually should need replacement.What is this called?

Accepted Answer

A) product failure 
B) short-term planning 
C) planned obsolescence 
D) non-functional warranty 
E) expressed dissatisfaction

Question 12

A principle of enlightened marketing which holds that an organisation should make marketing decisions by considering the long-term interests of consumers is known as ________ marketing.

Accepted Answer

The answer of A principle of enlightened marketing which holds...

Question 13

One major issue in foreign trade is bribery.Bribery and corruption are LEAST likely to be a problem in which of the following countries?

Accepted Answer

A) Russia 
B) China 
C) Iraq 
D) New Zealand 
E) Haiti

Question 14

Planned obsolescence might involve all of the following EXCEPT which one?

Accepted Answer

A) the use of unsafe materials 
B) producers continually changing consumer styles 
C) the holding back of attractive functional features,then introducing them later to make older models obsolete 
D) the use of materials that will rust sooner than they should 
E) the use of components that will break soon after purchase

Question 15

Which of the following is most responsible for the shrinking number of competitors in almost every major industry?

Accepted Answer

A) declining materialism and a return to more basic values 
B) acquisition of competitors 
C) patents that create barriers to entry 
D) unfair consumer protection laws 
E) predatory pricing

Question 16

An entrepreneur is preparing to enter into a franchise agreement with a well-known retail bakery chain and believes that franchises are so commonplace,straight-forward and use standardised contracts that he does not require expensive legal advice.His beliefs are well-founded.

Accepted Answer

A) True 
 B)False

Question 17

________ is an organised movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Accepted Answer

A) Environmentalism 
B) The Bill of Rights 
C) Grassroots politics 
D) Consumerism 
E) The Human Relations Movement

Question 18

Critics claim that companies in the ________ industries introduce planned streams of new products that make older models obsolete,a form of planned obsolescence that harms consumers.

Accepted Answer

A) car and truck 
B) housing and construction 
C) food and beverage 
D) consumer electronics and computer 
E) financial and entertainment

Question 19

When a firm worked consistently to design products that are easier to reuse or recycle,it was adopting ________.

Accepted Answer

A) pollution prevention 
B) green marketing 
C) a sustainability vision 
D) design for environment (DF
E) practices 
E) new environmental technologies

Question 20

Australia recently developed a process to protect smaller innovative products such as gadgets.This form of protection for intellectual property is known as a(n)________.

Accepted Answer

A) trademark 
B) service mark 
C) standard patent 
D) innovation patent 
E) registered design

Exam 14: Communicating Customer Value: Integrated Marketing Communications Strategy

To restore the balance between private and public goods,producers could be required to bear the full ________ costs of their operations.

The ________ considers the future welfare of consumers.

In sense-of-mission marketing,a company defines its mission in broad social terms rather than narrow product terms.

________ is an organised movement of concerned citizens and government agencies to protect and improve people's living environment.

Which marketing principle holds that companies should organise their activities from the customer's point of view?

Marketers are entitled to use the image or likeness of celebrities in their advertising and promotional campaigns without gaining permission because these personalities already have their images in the public domain.

General guidelines can always be relied upon to resolve all the difficult ethical situations that marketers face.

In which of the following scenarios would high-pressure selling tactics typically be most advantageous for marketers?

Pleasing products have low appeal but may benefit consumers in the long run.

Critics have charged that some companies intentionally manufacture their products with materials or components that cause the product to need to be replaced before it actually should need replacement.What is this called?

A principle of enlightened marketing which holds that an organisation should make marketing decisions by considering the long-term interests of consumers is known as ________ marketing.

One major issue in foreign trade is bribery.Bribery and corruption are LEAST likely to be a problem in which of the following countries?

Planned obsolescence might involve all of the following EXCEPT which one?

Which of the following is most responsible for the shrinking number of competitors in almost every major industry?

An entrepreneur is preparing to enter into a franchise agreement with a well-known retail bakery chain and believes that franchises are so commonplace,straight-forward and use standardised contracts that he does not require expensive legal advice.His beliefs are well-founded.

________ is an organised movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Critics claim that companies in the ________ industries introduce planned streams of new products that make older models obsolete,a form of planned obsolescence that harms consumers.

When a firm worked consistently to design products that are easier to reuse or recycle,it was adopting ________.

Australia recently developed a process to protect smaller innovative products such as gadgets.This form of protection for intellectual property is known as a(n) ________.