Question 1

Apps like calendars,trip planners,and flight trackers help consumers fulfill which primary motivation?

Accepted Answer

A)  to prepare 
B)  to accomplish 
C)  to discover 
D)  to work 
E)  to organize

Question 2

Which aspect of the 4E framework is aimed at action,the potential for a relationship,and possibly even loyalty and commitment?

Accepted Answer

A)  educate 
B)  energize 
C)  excite 
D)  experience 
E)  engage

Question 3

One measure of traffic from visitors on sites,the total requests for a page,is measured in units called

Accepted Answer

A)  clickers. 
B)  hits. 
C)  paths. 
D)  tweets. 
E)  impressions.

Question 4

Of the seven primary motivations for mobile app usage,which one do people spend the most amount of time on each month?

Accepted Answer

A)  need for "me time" 
B)  need for socializing 
C)  need for shopping 
D)  need for accomplishing 
E)  need for self-expression

Question 5

What feature unique to Google+ lets people interested in similar topics form their own groups?

Accepted Answer

A)  Circles 
B)  Neighborhoods 
C)  Villages 
D)  Cliques 
E)  Communities

Question 6

____________ provides a detailed,multipronged "Statement of Ethics" that can serve as a foundation for marketers.

Accepted Answer

A)  Johnson & Johnson 
B)  The American Marketing Association 
C)  The Better Business Bureau 
D)  A group of well-respected marketing executives 
E)  The Advertising Association of America

Question 7

Trina is developing a marketing campaign for an organic stain-removal product.As "stain removal" is rather dull,she is trying to educate consumers about the value and uniqueness of the product,and appeal to the environmentally conscious.Which of the following is the best social media application for this task?

Accepted Answer

A)  YouTube 
B)  LinkedIn 
C)  blog 
D)  Instagram 
E)  Google+

Question 8

Charges that firms are using "sweatshop" labor to produce their products are likely to occur during the __________ phase of the strategic marketing planning process.

Accepted Answer

A)  planning 
B)  implementation 
C)  control 
D)  evolution 
E)  marketing mix

Question 9

What forms of social media are good choices for "exciting" the customer?

Accepted Answer

The answer of What forms of social media are good...

Question 10

Pepsi has cooperated with America on the Move to improve many of its products and their labels,such as reducing the saturated fat in its Frito-Lay Ruffles.This form of social responsibility most directly impacts shareholders.

Accepted Answer

A) True 
 B)False

Question 11

Badger Hardware was planning on raising the pay of its managers,but not its frontline employees.To determine the potential ethical issues,it should first identify the issues involved so that it can gather facts related to those issues.

Accepted Answer

A) True 
 B)False

Question 12

Among the key differences between conscious marketing and CSR is the unique view on shareholders that is absolutely critical to CSR.

Accepted Answer

A) True 
 B)False

Question 13

A local deli has decided that it wants to become more socially responsible.For three of the stakeholder groups listed in the chapter,suggest socially responsible actions the deli could take to serve those stakeholders.

Accepted Answer

The answer of A local deli has decided that it...

Question 14

Explain the three primary objectives social media is used to accomplish.

Accepted Answer

The answer of Explain the three primary objectives social media...

Question 15

Darwin's company is facing a difficult ethical issue.The firm has identified the various stakeholders and their issues and gathered the available data.Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives.Management reviewed and refined the alternatives.It should now choose the course of action that

Accepted Answer

A)  maximizes profits. 
B)  creates the least possible publicity. 
C)  involves the fewest employees. 
D)  minimizes costs. 
E)  seems best after weighing the concerns of all stakeholders.

Question 16

An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

Accepted Answer

A) True 
 B)False

Question 17

In Candy Crush Saga,you get five lives to play in the game.When you lose a life,it takes 30 minutes in real time to get that life back,or you can spend
$0.99 to get those lives back.Candy Crush Saga is an example of a paid app.

Accepted Answer

A) True 
 B)False

Question 18

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation,all parties relevant to the decision should

Accepted Answer

A)  engage in legal discourse. 
B)  vote, with the majority deciding the best course of action. 
C)  reidentify the issues. 
D)  choose a course of action. 
E)  brainstorm for alternatives.

Question 19

Staples provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone,while they are in the store.This represents the _____ aspect of the 4E framework of social media marketing.

Accepted Answer

A)  engage 
B)  energize 
C)  excite 
D)  experience 
E)  educate

Question 20

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase,subscribing to a service,or donating money,for example.This measure is called the site's

Accepted Answer

A)  conversion rate. 
B)  extended network. 
C)  bounce rate. 
D)  hits. 
E)  click paths.

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

Apps like calendars,trip planners,and flight trackers help consumers fulfill which primary motivation?

Which aspect of the 4E framework is aimed at action,the potential for a relationship,and possibly even loyalty and commitment?

One measure of traffic from visitors on sites,the total requests for a page,is measured in units called

Of the seven primary motivations for mobile app usage,which one do people spend the most amount of time on each month?

What feature unique to Google+ lets people interested in similar topics form their own groups?

____________ provides a detailed,multipronged "Statement of Ethics" that can serve as a foundation for marketers.

Charges that firms are using "sweatshop" labor to produce their products are likely to occur during the __________ phase of the strategic marketing planning process.

What forms of social media are good choices for "exciting" the customer?

Pepsi has cooperated with America on the Move to improve many of its products and their labels,such as reducing the saturated fat in its Frito-Lay Ruffles.This form of social responsibility most directly impacts shareholders.

Badger Hardware was planning on raising the pay of its managers,but not its frontline employees.To determine the potential ethical issues,it should first identify the issues involved so that it can gather facts related to those issues.

Among the key differences between conscious marketing and CSR is the unique view on shareholders that is absolutely critical to CSR.

A local deli has decided that it wants to become more socially responsible.For three of the stakeholder groups listed in the chapter,suggest socially responsible actions the deli could take to serve those stakeholders.

Explain the three primary objectives social media is used to accomplish.

An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

In Candy Crush Saga,you get five lives to play in the game.When you lose a life,it takes 30 minutes in real time to get that life back,or you can spend $0.99 to get those lives back.Candy Crush Saga is an example of a paid app.

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation,all parties relevant to the decision should

Staples provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone,while they are in the store.This represents the _____ aspect of the 4E framework of social media marketing.

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase,subscribing to a service,or donating money,for example.This measure is called the site's