Exam 2018, questions and answers PDF

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Consumer Behavior, 11e (Schiffman/Kanuk) Chapter 15 Marketing Ethics and Social Responsibility 1) The essence of marketing is ________. 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 needs E) consumers behaving completely rationally and maximizing their value when considering a purchase Answer: B Diff: 2 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 2) ________ are moral principles that govern marketers' behavior. A) Marketing objectives B) Consumer protection laws C) Legal standards D) Marketing ethics E) Marketing goals Answer: D Diff: 1 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking

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3) The societal marketing concept ________. A) endeavors 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) fulfills the needs of target consumer markets more effectively than competitors C) fills the marketplace with products that can be produced and sold cheaply D) crafts messages to consumers that get them to buy products that do not meet their needs E) maximizes consumers' short-term values Answer: A Diff: 2 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning 4) Whereas the ________ focuses on fulfilling the needs of target consumer markets more effectively than competitors, the ________ requires marketers to balance society's interests with the needs of the consumers and marketers. 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 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning

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5) The ________ balances the needs of society with the needs of individuals and marketing organizations. A) marketing concept B) sales concept C) production concept D) targeting concept E) societal marketing concept Answer: E Diff: 1 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning 6) According to the societal marketing concept, ________. A) fast-food restaurants should develop healthier foods that contain less fat and starch B) 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 contain Answer: A Diff: 2 Skill: Application Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge

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7) A serious deterrent to widespread implementation of the societal marketing concept is ________. A) the short-term orientation embraced by most business executives in pursuing increased market share and quick profits B) the long-term focus of most business executives, who are primarily focused on the long-term viability of the business 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 Skill: Application Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge 8) 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 results D) 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 consumers Answer: C Diff: 2 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking

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9) The societal marketing concept advocates a ________. A) long-term perspective B) short-term perspective C) medium-term perspective D) 6-month outlook E) 12-month outlook Answer: A Diff: 2 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning 10) 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 benefit B) 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 Skill: Concept Learning Obj: 15.1: To understand the meaning and importance of marketing ethics and social responsibility. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning 11) ________ is the processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace. A) Consumer socialization B) Media consumption C) Self-regulation D) Perception E) Materialism Answer: A Diff: 1 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 5 Copyright © 2015 Pearson Education, Inc.

12) The ________ stage of consumer socialization occurs when a child is 3-7 years old, which is when children begin to distinguish ads from programs, associate brand names with product categories, and understand the basic script of consumption. A) cognitive B) hedonic C) perceptual D) analytical E) reflective Answer: C Diff: 2 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 13) The ________ stage of consumer socialization occurs when a child is 7-11 years old, which is when children capture the persuasive intent of ads, begin to process functional cues regarding products, and develop purchase influence and negotiation strategies. A) cognitive B) hedonic C) perceptual D) analytical E) reflective Answer: D Diff: 2 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking

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14) The ________ stage of consumer socialization occurs when a child is 11-16 years old, which is when children understand ads' tactics and appeals, become skeptical about ads, understand complex shopping scripts, and become capable at influencing. A) cognitive B) hedonic C) perceptual D) analytical E) reflective Answer: E Diff: 2 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 15) 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 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning 16) 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 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 7 Copyright © 2015 Pearson Education, Inc.

17) According to ________, children can easily form associations between stimuli and outcomes. A) Maslow's Hierarchy of Needs B) Freudian theory C) Pavlov's experiments D) attribution theory E) stimulus-response theory Answer: E Diff: 2 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 18) In which of the following situations is the child likely to have the most influence? A) an older child from higher socio-economic class regarding the purchase of a child-related item B) a younger child from a lower socio-economic class regarding the purchase of a non-childrelated item C) a younger child from a lower socio-economic class regarding the purchase of a child-related item D) an older child from a lower socio-economic class regarding the purchase of a child-related item E) an older child from a higher socio-economic class regarding the purchase of a non-childrelated item Answer: A Diff: 3 Skill: Application Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge

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19) How much do marketers spend each year to promote foods and beverages to America's children? A) less than $5 billion B) less than $8 billion C) less than $10 billion D) at least $10 billion E) at least $20 billion Answer: D Diff: 2 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 20) Which of the following is NOT a way to get consumers to purchase more? A) make the store cold B) make the store warm C) systematically move displays and aisles so people have to wander D) approach men and offer help as they deviate from lists E) offer sales to people who are drinking alcohol Answer: B Diff: 2 Skill: Application Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge 21) Which of the following packaging concepts is likely to DECREASE consumption of the presented item? A) present juice in short, wide glasses B) place candies in clear jars C) place sandwiches in opaque wraps D) present foods in an organized manner E) offer multiple product tastings Answer: C Diff: 2 Skill: Application Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge 9 Copyright © 2015 Pearson Education, Inc.

22) Two personality traits that are related to students' misuse of credit cards, compulsive buying, and mobile phone addictive tendencies were ________. A) impulsiveness and materialism B) materialism and dogmatism C) dogmatism and need for cognition D) impulsiveness and need for cognition E) impulsiveness and dogmatism Answer: A Diff: 2 Skill: Concept Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning 23) 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 Skill: Application Learning Obj: 15.2: To understand how marketers can exploit consumers by ways of targeting children and encouraging overeating and other forms of irresponsible buying. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge

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24) 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. A) broadcast media B) product placements C) buzz marketing D) advertorials E) infomercials Answer: B Diff: 2 Skill: Concept Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing, manipulative exposure to advertising, and truth-in-advertising issues. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 25) In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools are the "stars" of the show. This is an example of ________. A) product placement B) buzz marketing C) broadcast media D) an advertorial E) an infomercial Answer: A Diff: 1 Skill: Application Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing, manipulative exposure to advertising, and truth-in-advertising issues. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge

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26) The judges of American Idol always have a Coca-Cola within easy reach (and view). This is an example of ________. A) broadcast media B) buzz marketing C) product placement D) an advertorial E) an infomercial Answer: C Diff: 1 Skill: Application Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing, manipulative exposure to advertising, and truth-in-advertising issues. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge 27) Marketers are beginning to blend promotion and program content by positioning a TV commercial so close to the storyline of a program that viewers are unaware they are watching an advertisement until they are well into it. Because this was an important factor in advertising to children, ________ has strictly limited the use of this technique. 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 Skill: Concept Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing, manipulative exposure to advertising, and truth-in-advertising issues. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Ethical understanding and reasoning

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28) Print ads that closely resemble editorial matter are known as ________. A) broadcast media B) an advertorial C) buzz marketing D) product placement E) an infomercial Answer: B Diff: 1 Skill: Concept Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing, manipulative exposure to advertising, and truth-in-advertising issues. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Reflective thinking 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 ________. A) broadcast media B) an advertorial C) buzz marketing D) product placement E) an infomercial Answer: B Diff: 1 Skill: Application Learning Obj: 15.3: To understand ethically questionable practices such as covert marketing, manipulative exposure to advertising, and truth-in-advertising issues. Learning Outcome: 1: Define consumer behavior and describe its influence on marketing practices AACSB: Application of knowledge

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30) Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of pineap...