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Chapter 20
Marketing (MKT 101)
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Warning: TT: undefined function: 32 Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 20 Sustainable Marketing: Social Responsibility and Ethics
The marketing concept is a philosophy of ________. A) sales and profit maximization B) customer value and mutual gain C) serving short-term interests over long-term gains D) serving the company's interests over the consumers' E) promotion value and company gain Answer: B AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Moderate
The marketing concept focuses on meeting the company's short-term sales, ________, and profit needs, though that doesn't always serve the future best interests of either customers or the business. A) market share B) customer value C) growth D) competitive advantages E) manufacturing productivity Answer: C Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Moderate
________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. A) Sustainable marketing B) Ambush marketing C) Consumerism D) Environmentalism E) Strategic planning Answer: A AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
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The ________ concept is specifically focused on future company needs. A) societal marketing B) strategic planning C) direct marketing D) telemarketing E) consumer business Answer: B Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
According to the text, McDonald's was criticized for all of the following EXCEPT ________. A) the sizable environmental footprint of its global operations B) wasteful packaging and solid waste creation C) inefficient energy use in its stores D) marketing tasty fast foods E) contributing to the obesity epidemic Answer: D Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
The ________ concept is specifically focused on the future welfare of consumers. A) strategic planning B) direct marketing C) societal marketing D) consumer business E) telemarketing Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
The ________ concept calls for socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company. A) societal marketing B) business-to-business C) direct marketing D) strategic planning E) sustainable marketing Answer: E AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
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Societal marketing calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. Answer: FALSE AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
Sustainable marketing requires a smooth-functioning marketing system in which consumers, companies, public policy makers, and others work together to ensure socially and environmentally responsible marketing actions. Answer: TRUE AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Easy
Briefly define the four marketing concepts. Answer: Sustainable marketing calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. The marketing concept recognizes that organizations thrive from day to day by determining the current needs and wants of target group customers and fulfilling those needs and wants more effectively and efficiently than the competition. The societal marketing concept considers the future welfare of consumers while the strategic planning concept considers future company needs. AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Define sustainable marketing and discuss its importance. Difficulty: Moderate
Consumer advocates, government agencies, and other critics have accused marketing of harming consumers through ________. A) technological obsolescence B) sales promotion tactics C) viral marketing D) anti-trust laws E) planned obsolescence Answer: E AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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Critics point out that in the stationery industry, a pen that costs fifty cents to make costs the consumer $10 to buy. This is an example of ________. A) deceptive advertising B) redlining C) excessive markups D) high-pressure selling E) shoddy products Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
Critics point to which of the following factors when they accuse marketing of harming consumers through high prices? A) quotas B) nontrade tariffs C) excessive markups D) government taxes E) changes in currency values Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
When criticized about the value of intermediaries, marketers and resellers respond that intermediaries ________. A) are too few in number B) are inefficient C) provide only necessary services that must be provided by someone D) actually underprice their services E) are too competitive and difficult to work with Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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Marketers respond to criticism about the value of promotion by showing that ________. A) brand name products cost more B) functional value also matters C) development costs should be covered in the price of the product D) consumers want and are willing to pay more for products that provide psychological benefits E) the services provided are demanded by customers Answer: D AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Challenging
A major step in regulating "unfair or deceptive business acts and practices" was the enactment of the ________ in 1938. A) Robinson-Patman Act B) Wheeler-Lea Act C) Interstate Commerce Commissions D) Taft-Hartley Act E) Stamp Act Answer: B AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
Dan's Drugstore sells medicine to consumers for $20 that only costs $2 to produce. Critics accuse Dan's of ________. A) deceptive promotion B) deceptive packaging C) false advertising D) excessive markups E) redlining Answer: D AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
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Cybertron Inc. was accused of deceptive pricing. Which of the following explains what most likely occurred? A) Cybertron refused to advertise sale prices in the local paper. B) Cybertron sold only defective products at the advertised price. C) Cybertron advertised a large price reduction from a phony high retail list price. D) Cybertron misrepresented a product's features in an ad. E) Cybertron used misleading labeling. Answer: C AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Challenging
Deceptive practices fall into three groups: pricing, promotion, and ________. A) product B) placement C) packaging D) publicity E) service Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
Deceptive promotion includes practices such as misrepresenting the product's ________. A) price or packaging B) features or performance C) size or quantity D) wholesale or retail price E) packaged contents Answer: B AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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Which of the following advertising situations would LEAST likely be considered "puffery"? A) Mr. Clean coming to a housewife's rescue B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes C) children immediately growing into attractive adults as a result of drinking milk D) a retired couple drinking a vitamin and protein shake and then going bicycling E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon Answer: D AACSB: Reflective thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Challenging
________ involves persuading people to buy goods they had no thought of buying. A) Sustainable marketing B) High-pressure selling C) Strategic marketing D) Redlining E) Reverse redlining Answer: B AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
When critics argue that insurance, real estate, and used cars are sold, not bought, they are accusing marketers of ________. A) deceptive promotions B) excessive markups C) high-pressure selling D) shoddy products E) excessive materialism Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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In which of the following scenarios would high-pressure selling tactics typically be most advantageous for marketers? 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) selling situations with one-time customers E) selling situations with dissatisfied customers Answer: D AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
The success of the Tom Dennis Ford dealership has been built largely on return customers and word-of-mouth recommendations. The majority of sales are made to customers who previously purchased a vehicle at the dealership or who know someone who had a positive experience of purchasing a vehicle there. The sales force at the Tom Dennis Ford dealership most likely knows that using high-pressure selling is ineffective if the dealership wants to ________. A) achieve short-term gains B) move last year's models C) obey local and federal law D) build long-term customer relationships E) maintain a database of local customers Answer: D AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
Recently, a class-action lawsuit was brought against BigBurger, 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 typical "fast food" menu items. These critics are most likely concerned that the fast food industry has provided ________. A) high-pressure selling B) deceptive promotions C) deceptive pricing D) deceptive packaging E) harmful products Answer: E AACSB: Ethical understanding and reasoning Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Challenging
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Critics say marketing benefits ________ more than ________. A) consumers; manufacturers B) industry; consumers C) stores; manufacturers D) exporters; importers E) independent sellers; chain stores Answer: B AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
Trendy Teens manufactures fashionable clothing and accessories for the tween and teen female markets. New merchandise with a very different look is rolled out each season and heavily promoted as the "must-have" style in a variety of media. This information indicates that Trendy Teens is most likely to be criticized for ________. A) deceptive promotions B) shoddy products C) high-pressure selling D) poor service to disadvantaged consumers E) perceived obsolescence Answer: E AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
How do marketers respond to charges of planned obsolescence? A) Consumers dislike constant style changes. B) It promotes the all-American value of consumerism. C) The product will eventually wear out anyway. D) Most consumers are materialistic. E) Consumers get tired of old goods. Answer: E AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
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The following quote best describes ________. "The marvels of modern technology include the development of a soda can which, when discarded, will last forever, and a car, which when properly cared for, will rust out in two or three years." A) planned obsolescence B) product failure C) deceptive promotions D) deceptive packaging E) excessive markups Answer: A AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
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. A) car and truck B) housing and construction C) food and beverage D) consumer electronics E) financial and entertainment Answer: D AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
When major chain retailers avoid placing stores in disadvantaged neighborhoods, they are likely to be accused of the discriminatory practice of ________. A) embargo B) licensing C) redlining D) puffery E) scrambled merchandising Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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Which of the following is one of the social costs associated with cars? A) traffic congestion B) water pollution C) new highways D) new automobile models E) cleaner roads Answer: A AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
TerraPass is a company that offers consumers the opportunity to buy carbon offsets, which are contributions to projects that combat global warming by reducing carbon emissions. TerraPass offers contribution packages for driving, flying, and home energy use. Through TerraPass, consumers can pay some of the ________ costs of their private goods and services. A) promotional B) safety C) health D) distribution E) social Answer: E AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
Which of the following leads to cultural pollution? A) commercial noise B) air pollution C) language barriers D) inflation E) redlining Answer: A AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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Which of the following is an example of cultural pollution? A) gasoline shortages B) congestion tolls C) street signs in cities D) overpasses in suburban areas E) billboards marring beautiful scenery Answer: E AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
In response to charges of ________, marketers point out that because of ads, many television and radio sites are free to users and also keep down the cost of magazines and newspapers. A) deceptive pricing B) creating false wants C) creating materialism D) high promotion costs E) cultural pollution Answer: E AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
Karl Harris, a marketing critic, is concerned about the pervasiveness of marketing. He points out that advertising messages are everywhere, from Web sites and e-mails to unwanted direct mail and catalogs to television commercials and product tie-ins to billboards and store signage. Karl is concerned about ________. A) high packaging costs B) cultural pollution C) deceptive practices D) false wants and too much materialism E) the balance between private goods and social goods Answer: B AACSB: Ethical understanding and reasoning Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
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Critics charge that a company's marketing practices can harm other companies and reduce competition. One of the problems critics identified is ________. A) pollution B) barriers to entry C) unfair discrimination D) bait-and-switch advertising E) fair packaging and labeling Answer: B AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
Which of the following is a product decision that may be called into question under the law? A) stealing trade secrets B) misrepresenting C) patent protection D) unfair discrimination E) excessive cost Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
Setting prices below cost, threatening to cut off business with suppliers, and discouraging the purchase of a competitor's products are all examples of ________. A) oligopolistic competition B) social costs C) predatory competition D) acquisitions E) cultural pollution Answer: C AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
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Refer to the scenario below to answer the following question(s).
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain of organic food stores. The organic food sold by Good Green Grocer is of good quality. Also, it is tasty and has long-term health benefits. Bryant and Anne's business has expanded as more and more consumers are interested in eating organic foods. What started as one shop in Vermont has expanded to 15 stores in Vermont, New Hampshire, Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many people are willing to pay a bit more for food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special promotional prices offered for a list of the "Top Ten Take Homes" each week. Regular customers of the Good Green Grocer know that the promotional items often run out of stock by mid-week, so the store typically sees its heaviest traffic on Sunday and Monday.
Some customers believe that the Good Green Grocer purposefully runs weekly promotional prices on items that are low in stock, leaving most customers who come to the store hoping for lower prices but unable to buy the out-of-stock sale items. If this were true, then the Good Green Grocer would most likely be accused of ________. A) using puffery B) deceptive pricing C) deceptive promotions D) deceptive packaging E) green washing Answer: C AACSB: Analytical thinking Skill: Application Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
The major criticisms of marketing include harming consumers through high prices, deceptive practices, high-pressure selling, shoddy or unsafe products, planned obsolescence, and poor service to disadvantaged countries. Answer: TRUE AACSB: Ethical understanding and reasoning Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Moderate
Consumers can never buy functional versions of highly promoted branded products at lower prices. Answer: FALSE Skill: Concept Objective: LO 20: Identify the major social criticisms of marketing. Difficulty: Easy
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Chapter 20
Course: Marketing (MKT 101)
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