Test bank consumer behavior 10e schiffman kanuk chapter 16

A filling the marketplace with products that can be produced and sold cheaply B fulfilling the needs of target consumer markets more effectively than competitors C endeavoring to satisfy

Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 16 Marketing Ethics and Social Responsibility

1) The marketing concept involves

A) filling the marketplace with products that can be produced and sold cheaply

B) fulfilling the needs of target consumer markets more effectively than competitors

C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and enhance the well-being of consumers and society as a whole

D) crafting messages to consumers that get them to buy products that do not meet their needsE) consumers behaving completely rationally and maximizing their value when considering a purchase

Answer: B

Diff: 2 Page Ref: 496

AACSB: Analytic Skills

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

2) The societal marketing concept involves

A) endeavoring to satisfy the needs and wants of the target market in ways that preserve and enhance the well-being of consumers and society as a whole

B) fulfilling the needs of target consumer markets more effectively than competitors

C) filling the marketplace with products that can be produced and sold cheaply

D) crafting messages to consumers that get them to buy products that do not meet their needsE) consumers behaving completely rationally and maximizing their value when considering a purchase

Answer: A

Diff: 2 Page Ref: 496

AACSB: Reflective Thinking

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

3) Whereas the focuses on fulfilling the needs of target consumer markets more effectively than competitors, the requires marketers to do that in a way that preserves and enhances the well-being of consumers and society as a whole

A) marketing concept; societal marketing concept

B) consumer marketing concept; societal marketing concept

C) production concept; marketing concept

D) societal marketing concept; marketing concept

E) product concept; societal marketing concept

Answer: A

Diff: 2 Page Ref: 496

AACSB: Reflective Thinking

Skill: Concept

4) The balances the needs of society with the needs of individuals and marketing organizations.

Diff: 1 Page Ref: 496

AACSB: Reflective Thinking

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

5) According to the societal marketing concept,

A) fast-food restaurants should develop foods that contain less fat and starch but more nutrientsB) marketers should advertise food to young people in ways that encourage overeating

C) marketers should use professional athletes in liquor and tobacco advertisements

D) marketers should teach young drivers to get the most out of their cars by driving them as fast

as possible

E) toy manufacturers should manufacture their products out of the cheapest materials possible, regardless of where those materials come from or what potential contaminants they may containAnswer: A

Diff: 2 Page Ref: 496

AACSB: Ethical Reasoning

Skill: Application

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

6) A serious deterrent to widespread implementation of the societal marketing concept is

C) aggressive action taken by consumer advocacy groups

D) the prevailing practices of very specific consumer segmentation and targeting

E) the prevalence of digital media and continuing shift of marketing dollars from old media to digital

Answer: A

Diff: 3 Page Ref: 96

AACSB: Reflective Thinking

Skill: Application

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

7) The short-term orientation embraced by most business executives stems from .A) short consumer memory of good corporate behavior

B) the short-term orientation of the consumers they target

C) the fact that managerial performance is usually evaluated on the basis of short-term resultsD) the fast-paced nature of media flows in today's hyper-stimulated environment

E) the increasing importance of public relations as a vehicle for communicating with consumersAnswer: C

Diff: 2 Page Ref: 496

AACSB: Analytic Skills

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

8) The societal marketing concept advocates a

Diff: 2 Page Ref: 498

AACSB: Analytic Skills

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

9) Industry-wide self-regulation is in marketers' best interests in that

A) it is the only legal form of corporate collusion that provides sustainable economic benefitB) it is required by various pieces of legislation

C) it deters government from imposing its own regulations on industries

D) enforcement of such regulations is likely to be stricter than governmental regulation

E) consumers rarely complain about companies that they believe are part of such self-regulatory schemes

Answer: C

Diff: 2 Page Ref: 498

AACSB: Reflective Thinking

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

10) Advertising to children is subject to self-regulation according to guidelines developed by .

A) the Federal Trade Commission

B) the Federal Communications Commission

C) the Children's Advertising Review Unit

D) the Department of Health and Human Services

E) Commercial Alert

Answer: C

Diff: 3 Page Ref: 498

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

11) Parents with complaints about advertising to children should contact

A) the Department of Homeland Security

B) the Federal Communications Commission

C) the Children's Advertising Review Unit

D) the Department of Health and Human Services

E) Commercial Alert

Answer: C

Diff: 3 Page Ref: 498

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

12) According to , children can easily form associations between stimuli and outcomes.A) Maslow's Hierarchy of Needs

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

13) The majority of advertisements for appear during children's programs.A) restaurants

B) audio entertainment

C) sweetened drinks

D) public service announcements

E) desserts and sweets

16) According to the model of communication, large audiences are reached with the same electronic or print messages.

Diff: 3 Page Ref: 502

AACSB: Analytic Skills

Skill: Application

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

17) is a technique that allows marketers to send precisely directed messages to very small audiences on an ongoing basis

Diff: 2 Page Ref: 502

AACSB: Analytic Skills

Skill: Concept

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

18) When Company X obtains a list of left-handed people earning over 100K per year who own pets and are of Hispanic origin and develops and delivers a highly targeted and persuasive message designed specifically for this very narrowly defined consumer group, Company X is engaging in

Diff: 2 Page Ref: 502

AACSB: Analytic Skills

Skill: Application

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

19) Over the course of their interaction with The Knot, a specialty web site for people planning their weddings, future brides and grooms record the home towns, the planned location of the wedding, the wedding date, the ceremony denomination, and the wedding budget The Knot then provides this information to its advertisers, who are able to tailor their advertising messages

to the specific brides and grooms based on what these advertisers already know about them This

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

20) 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

Diff: 2 Page Ref: 502

AACSB: Analytic Skills

Skill: Application

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

21) When Klondike relaunched its "What Would You Do For A Klondike Bar" campaign in 2008,

it broadcast its television ads during sporting events and prime time shows This is an example

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

22) Direct-to-consumer pharmaceutical advertising has increased the consumption of numerous categories of medications Consumers confirm that they receive most of the information about these medications from TV commercials rather than from their physicians In response, the pharmaceutical industry has developed voluntary restrictions regarding this marketing method Why have they done this?

A) to slow sales and reduce the incidence of out-of-stock situations

B) to avoid government regulation of their marketing practices

C) to improve consumers' perceptions of their companies

D) to save money

E) to increase sales

Answer: B

Diff: 2 Page Ref: 501

AACSB: Reflective Thinking

Skill: Application

Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers

23) To combat fast-forwarding by consumers who wish to avoid TV commercials, marketers are increasingly turning to , where the line between television shows and ads is virtually nonexistent

Diff: 2 Page Ref: 504

AACSB: Reflective Thinking

Skill: Concept

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

24) In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools

are the "stars" of the show This is an example of

25) The judges of American Idol always have a Coca-Cola within easy reach (and view) This is

A) the Children's Advertising Review Unit

B) the Federal Trade Commission

C) Commercial Alert

D) the Federal Communications Commission

E) the Department of Health and Human Services

A) the Children's Advertising Review Unit

B) the Federal Trade Commission

C) Commercial Alert

D) the Department of Health and Human Services

E) the Federal Communications Commission

Answer: B

Diff: 3 Page Ref: 504

AACSB: Analytic Skills

Skill: Concept

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

28) Print ads that closely resemble editorial matter are known as .

29) When the government of a country attempts to attract businesses by buying several pages in

a well-respected news magazine and fills them with what appears to be a news article on the strength of the country's economy, the stability of its government, and the business-friendly nature of its legislation, this is an example of

31) When The Ab Crusher, a new piece of work-out equipment, is advertised in a 30-minute TV slot that is produced to look like a documentary on health and fitness, this is an example of .

34) With regard to assortment structure, is/are relevant for mixed assortments in bowls, buffets, potlucks, or dinner table settings It may also be relevant in retail contexts.A) assortment size

Diff: 3 Page Ref: 505, Table 16.2

AACSB: Analytic Skills

Diff: 3 Page Ref: 505, Table 16.2

AACSB: Analytic Skills

Diff: 3 Page Ref: 505, Table 16.2

AACSB: Analytic Skills

Skill: Application

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

37) The principle of can be used to confuse consumers and alter intended consumptionbehavior by blurring the distinction between branded and private-label products.

Diff: 2 Page Ref: 505

AACSB: Reflective Thinking

Diff: 2 Page Ref: 505

AACSB: Reflective Thinking

Diff: 2 Page Ref: 505

AACSB: Analytic Skills

Skill: Concept

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

40) Advertorials and infomercials are examples of .

Diff: 2 Page Ref: 505

AACSB: Analytic Skills

Skill: Concept

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

41) Actors or salespeople who pretend to be ordinary people or researchers conducting a survey

to explain product benefits and give potential consumers the chance to examine, sample, or use a product are known as

Diff: 2 Page Ref: 506

AACSB: Analytic Skills

Skill: Application

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

42) Natural Inspirations, a manufacturer of organic personal care products, is trying to get people

to try its new moisturizer by paying actors to pretend to be researchers and stop people in the mall for a quick "survey." The "researchers" ask a series of questions about moisturizer use and then offer the consumer a sample of the new Natural Inspirations moisturizer and explain the benefits of using all natural personal care products In this example, the "researchers" are

Diff: 2 Page Ref: 506

AACSB: Analytic Skills

Skill: Application

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them

43) In an effort to build excitement for the release of its new sports car, Speedster Motor Works has placed the vehicle in a number of high-profile auto shows The week of the shows,

Speedster pays models to sit in bars and talk about the Speedster car with "friends" in hopes that other people will overhear them and decide to attend the car show and see what all the hype is about In this example, the models are considered

Diff: 2 Page Ref: 506

AACSB: Analytic Skills

B) advertisements that appear to be information from an independent source

C) the employment of invisible metatags to monitor queries submitted via search engines and using the disguised observations to target consumers with customized ads

D) product and advertising placement in television shows, at sporting events, and in video gamesE) advertisements that appear in the form of important account information from firms with an existing business relationship, government notices, sweepstakes prize notices, or checks that are simply discount coupons

45) Buzz and viral marketing is .

A) the recruitment of people to talk about products through free samples or discounts before the product is available to the general public and suggestions on what to say and how to approach people about the product

B) advertisements that appear to be information from an independent source

C) the employment of invisible metatags to monitor queries submitted via search engines and using the disguised observations to target consumers with customized ads

D) product and advertising placement in television shows, at sporting events, and in video gamesE) advertisements that appear in the form of important account information from firms with an existing business relationship, government notices, sweepstakes prize notices, or checks that are simply discount coupons

B) advertisements that appear to be information from an independent source

C) the employment of invisible metatags to monitor queries submitted via search engines and using the disguised observations to target consumers with customized ads

D) product and advertising placement in television shows, at sporting events, and in video gamesE) advertisements that appear in the form of important account information from firms with an existing business relationship, government notices, sweepstakes prize notices, or checks that are simply discount coupons

Diff: 3 Page Ref: 506, Figure 16.3

AACSB: Analytic Skills

Skill: Concept

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with

48) Which of the following is a masked marketing practice using a disguised communicator?A) advertorials

Diff: 2 Page Ref: 506, Table 16.3

AACSB: Analytic Skills

Diff: 2 Page Ref: 506, Table 16.3

AACSB: Analytic Skills

Skill: Concept

Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with their perceptions, and mislead them