Marketing 6th Edition Test Bank Grewal
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Chapter 04
Test Bank
1. The purpose of conscious marketing is to make
a product by selling products and services.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Conscious
marketing entails a sense of purpose for the firm that is higher than simply
making a profit by selling products and services. It encompasses four
overriding principles: Recognition of marketing’s greater purpose;
consideration of stakeholders and their interdependence; the presence of
conscious leadership, creating a corporate culture; and the understanding that
decisions are ethically based.
2. Marketing ethics is concerned with distinguishing
between right and wrong actions and decisions that arise in a business setting,
according to broad and well-established moral and ethical principles that might
arise in a business setting, and any special duties or obligations that apply
to persons engaged in commerce.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Business ethics is concerned with distinguishing between
right and wrong actions and decisions that arise in a business setting,
according to broad and well-established moral and ethical principles that might
arise in a business setting, and any special duties or obligations that apply
to persons engaged in commerce.
3.
Marketing ethics can
involve societal issues such as the sale of products or services that may
damage the environment or global issues such as the use of child labor.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Marketing
ethics examines ethical situations that are specific to the domain of
marketing, including societal, global, or individual consumer issues. They can
involve societal issues such as the sale of products or services that may
damage the environment, global issues such as the use of child labor, or
individual consumer issues such as misrepresenting a product in advertising or
marketing dangerous products.
4.
The consideration of
stakeholders and their interdependence is one of the four overriding principles
of conscious marketing.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: The four
overriding principles of conscious marketing include: recognition of
marketing’s greater purpose; consideration of stakeholders and their interdependence;
the presence of conscious leadership, creating a corporate culture; and the
understanding that decisions are ethically based.
5. Key corporate social responsibility (CSR)
stakeholders include employees, customers, the marketplace, and society.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: Key
corporate social responsibility (CSR) stakeholders include employees,
customers, the marketplace, and society.
6. When Walmart pressured its vendors to supply
it with environmentally friendly merchandise with labels to prove it, this most
relates to the concept of sustainability.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: This is an
example of sustainability. According to the U.S. Environmental Protection
Agency, “Sustainability is based on a simple principle: Everything that we need
for our survival and well-being depends, either directly or indirectly, on our
natural environment.” Therefore, sustainable actions, including sustainable
marketing, allow “humans and nature [to] exist in productive harmony, that
permit fulfilling the social, economic and other requirements of present and
future generations.”
7.
One way in which
conscious marketing differs from corporate social responsibility (CSR) is that
CSR takes a holistic, ecosystem view of business as a complex, adaptive system.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Corporate
social responsibility (CSR) differs from conscious marketing in that CSR
reflects a mechanistic view of business.
8. From a conscious marketing perspective, social
responsibility is at the core of the business through the higher purpose and
viewing the community and the environment as stakeholders.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-03 Differentiate between conscious marketing
and corporate social responsibility.
Topic: Role of Ethics in Marketing
Feedback: From a
conscious marketing perspective, social responsibility is at the core of the
business through the higher purpose and viewing the community and the
environment as stakeholders.
9. Coca-Cola spent $102 million through The
Coca-Cola Campaign focusing on water stewardship, healthy and active
lifestyles, community recycling, and education. This is an illustration of a
CSR program.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: This is an
example of a CSR program.
10. The first step in ethical decision making is
to gather information and identify stakeholders.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The first
step in ethical decision making is to identify the issue.
11. The Golden Rule test asks the question, “Would
I like to be on the receiving end of this action and all its potential
consequences?”
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The Golden
Rule test asks the question, “Would I like to be on the receiving end of this
action and all its potential consequences?”
12. A roofing company agreed to complete a job in
one week and collected a 50 percent deposit, but never showed up to do the job.
The same roofing company then donated $6,000 to a local children’s hospital.
The roofing company could be considered socially responsible.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Ethical Issues in Marketing
Feedback: It is
possible to be socially responsible yet unethical, which describes this
particular company. Its failure to meet its agreements demonstrates ethical
issues; however, its community support shows social responsibility.
13. BlendMate, a firm that manufactures high-end
blenders, donates $10 per blender sold to a local food bank. This is a form of
corporate social responsibility.
TRUE
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: When
companies voluntarily embrace CSR, they appeal not only to their shareholders,
but also to their primary stakeholders—including their own employees,
consumers, the marketplace, and society at large. In this case, the company
would be supporting a charity that helps society at large.
14. Ethos Water donates 2 percent of its profits
to children in need of clean water. This action demonstrates that Ethos Water
is a firm with a strong ethical climate.
FALSE
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: This is an
example of corporate social responsibility, as it is a voluntary action
designed to help the community at large. While ethical firms are more likely to
be socially responsible, the two do not always go hand in hand.
15. Corporate social responsibility refers to the
coordinated actions of government organizations to address the ethical, social,
and environmental impacts of business operations.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: Corporate
social responsibility refers to voluntary actions taken by a company to address
the ethical, social, and environmental impacts of its business operations and
the concerns of its stakeholders.
16. Among the key differences between conscious
marketing and CSR is the unique view on shareholders that is absolutely
critical to CSR.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: Among the
key differences between conscious marketing and CSR, we can highlight the
unique view on shareholders that is absolutely critical to conscious marketing.
17. Stakeholders typically include the firm’s
employees and their families, customer groups, members of the community, the
environment, and the firm’s partners and competitors.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Stakeholders effect on Marketing Strategy
Feedback: Stakeholders
typically include the firm’s employees and their families, customer groups,
members of the community, the environment, and the firm’s partners and
competitors.
18. Brainstorming in the ethical decision-making
framework occurs immediately following the identification of issues.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback:
Brainstorming occurs after the firm has identified the stakeholders and their
issues and gathered all available data.
19. 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.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Identifying
issues is the first step in the ethical decision-making framework.
20. A common view in today’s business climate is
that the only responsibility of a business is to its shareholders, so its only
purpose is to make a profit.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: At one
point, a popular view held that the only responsibility of a business was to
its shareholders, so its only purpose was to make a profit. In many parts of
the world, that view has been supplanted with the idea that companies must
consider their responsibilities to a wider range of stakeholders who make up
society.
21. Tipco Computer Company decided to market its
tablet computers to preschoolers, even though the tablets were better suited
for much older children. This potentially unethical activity takes place during
the control phase of the strategic marketing planning process.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: Firms
identify potential target markets and ways to deliver the four Ps to them in
the implementation phase.
22. Once the marketing strategy is implemented,
controls must be in place to be certain that the firm has actually done what it
has set out to do.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: Control is
the final stage of the strategic marketing planning process.
23. An example in the text describes a campaign by
Grey Poupon that involved a Facebook campaign targeted toward people who had
“good taste.” The campaign was criticized for privacy issues that made it
unethical. This occurred during the implementation phase of the strategic
marketing planning process.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Ethical Issues in Marketing
Feedback: Sometimes a
firm’s choice of target market and how it pursues this target market can lead
to charges of unethical behavior. In this case, Grey Poupon’s questionable
behavior occurred during the implementation phase.
24. The most basic corporate social responsibility
to employees is to ensure the highest pay for the work performed.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: The most
basic corporate social responsibility to employees is to ensure a safe working
environment, free of threats to their physical safety, health, or well-being.
25. 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.
FALSE
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-04 Describe the ways in which conscious marketing
helps various stakeholders.
Topic: Stakeholders effect on Marketing Strategy
Feedback: This most
directly impacts customers, although if it increases sales of the products it
could impact shareholders down the road.
26. Business ethics and marketing ethics are synonymous terms.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Business
ethics is concerned with distinguishing between right and wrong actions and
decisions that arise in a business setting, according to broad and
well-established moral and ethical principles that might arise in a business
setting, and any special duties or obligations that apply to persons engaged in
commerce. Marketing ethics, in contrast, examines ethical situations that are
specific to the domain of marketing, including societal, global, or individual
consumer issues.
27. Conscious marketing encompasses all of the
following overriding principles except
28. recognition of marketing’s greater purpose.
29. B. recognition of the company’s bottom
line.
30. consideration of stakeholders and their
interdependence.
31. the presence of corporate leadership, creating
a corporate culture.
32. the understanding that decisions are ethically
based.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-01 Define conscious marketing.
Topic: Ethical Issues in Marketing
Feedback: Conscious
marketing encompasses these four overriding principles: recognition of
marketing’s greater purpose; consideration of stakeholders and their
interdependence; the presence of conscious leadership, creating a corporate
culture; and the understanding that decisions are ethically based.
28. Business ethics is concerned with all of the
following except
29. distinguishing between right and wrong actions
in a business setting.
30. distinguishing between right and wrong
decisions that arise in a business setting.
31. any special duties or obligations that apply
to persons engaged in commerce.
32. broad and well-established moral and ethical
principles that might arise in a business setting.
33. E. societal issues such as the sale of
products or services that may damage the environment
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Marketing
ethics, not buisiness ethics, is concerned with societal issues such as the
sale of products or services that may damage the environment and global issues
such as the use of child labor.
29. The sale of products that may damage the
environment, the use of sweatshop labor, and the marketing of dangerous
products are examples of
30. internal, controllable marketing issues.
31. issues that don’t even need to be discussed in
ethical firms.
32. marketing issues but not ethical issues.
33. D. marketing ethical issues.
34. ethical issues but not marketing issues.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Ethical Issues in Marketing
Feedback: These are
examples of ethical issues of concern to marketers. Even in a firm with a
strong ethical climate, some business opportunities that arise may raise
ethical concerns and need to be considered in the context of the firm’s ethical
values.
30. When Walmart issued new standards for
livestock products that were raised on food without antibiotics or artificial
growth hormones, it considered multiple ______, including the ranchers that
supply the food, its customers, and animal welfare groups.
31. A. stakeholders
32. investors
33. marketing executives
34. bankers
35. corporate shareholders
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: When Walmart
issued new standards for livestock products that were raised on food without
antibiotics or artificial growth hormones, it considered multiple stakeholders
including the ranchers that supply the food, its customers, and animal welfare
groups.
31. All of the following are included in the
decision-making metric except
32. the publicity test.
33. B. the likability test.
34. the moral mentor test.
35. the transparency test.
36. the admired observer test.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The
ethical-decision making metric includes the following tests: Publicity, moral
mentor, admired observer, transparency, person in the mirror, and golden rule.
32. ____________ provides a detailed, multipronged
“Statement of Ethics” that can serve as a foundation for marketers.
33. Johnson & Johnson
34. B. The American Marketing Association
35. The Better Business Bureau
36. A group of well-respected marketing executives
37. The Advertising Association of America
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Role of Ethics in Marketing
Feedback: The American
Marketing Association (AMA) provides a detailed, multipronged “Statement of
Ethics” that can serve as a foundation for marketers, emphasizing that “As
marketers . . . we not only serve our organizations but also act as stewards of
society in creating, facilitating and executing the transactions that are part
of the greater economy.”
33. In the ethical decision-making metric, the
question that asks “Would I want the person I admire most to see me doing
this?” applies to the
34. publicity test.
35. B. admired observer test.
36. moral mentor test.
37. transparency test.
38. person in the mirror test.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: This
question applies to the admired observer test.
34. The _________ for natural skin care company
Burt’s Bees is to “create natural, Earth-friendly personal care products
formulated to help you maximize your well-being and that of the world around
you.”
35. A. mission statement.
36. market analysis
37. company description
38. financial plan
39. executive summary
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: With strong leadership,
marketers can introduce conscious marketing at the beginning of the planning
process by including statements in the firm’s mission or vision statements. For
example, the mission statement for natural skin care company Burt’s Bees is to
“create natural, Earth-friendly personal care products formulated to help you
maximize your well-being and that of the world around you.”
35. In the ___________ stage, a firm will decide
what level of commitment to its ethical policies and standards it is willing to
declare publicly and how the firm plans to balance the needs of its various
stakeholders.
36. brainstorming
37. implementation
38. C. planning
39. control
40. evaluation
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: In the
planning stage, the firm will decide what level of commitment to its ethical
policies and standards it is willing to declare publicly and how the firm plans
to balance the needs of its various stakeholders.
36. Which of the following statements regarding
corporate social responsibility is true?
37. It incorporates higher purpose and a caring
culture.
38. It takes a holistic, ecosystem view of
business as a complex adaptive system.
39. It understands that decisions are ethically
based.
40. Social responsibility is at the core of the
business through the higher purpose and viewing the community and the
environment as stakeholders.
41. E. It sees limited overlap between the
business and society, and between business and the planet.
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Corporate
social responsibility sees limited overlap between the business and society,
and between business and the planet. All of the other statements describe
conscious marketing.
37. Which of the following statements regarding
conscious marketing is correct?
38. A. It recognizes that business is a subset
of society, and that society is a subset of the planet.
39. It sees limited overlap between the business
and society, and between business and the planet.
40. It is often grafted on to traditional business
model, usually as a separate department or part of PR.
41. It reflects a mechanistic view of business.
42. It is independent of corporate purpose or
culture.
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: 3 Hard
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Conscious
marketing recognizes that business is a subset of society, and that society is
a subset of the planet. The other statements reflect corporate social
responsibility.
38. When marketers work in controversial or
polluting industries such as tobacco or fossil fuels, their central activities
largely bar them from becoming
39. ethical human beings.
40. B. conscious marketers.
41. profitable.
42. successful.
43. recognized.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Role of Ethics in Marketing
Feedback: When
marketers work in controversial or polluting industries such as tobacco or
fossil fuels, their central activities largely bar them from becoming conscious
marketers.
39. Which of the following descriptions embodies
conscious marketing principles?
40. not socially responsible
41. questionable firm practices, yet donates a lot
to the community
42. neither socially nor ethically responsible
43. not involved with the larger community
44. E. both ethically and socially responsible
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Role of Ethics in Marketing
Feedback: A firm that
embodies conscious marketing is both socially and ethically responsible.
40. New real estate disclosure regulations require
sellers and their agents to tell prospective buyers about any existing problems
with the property. Previously, they were expected only to answer buyers’
questions. The new regulation addressed the marketing ethics problem of
41. high-pressure sales techniques.
42. deceptive pricing tactics.
43. misrepresentation of company data.
44. misleading advertising.
45. E. withholding information.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Ethical Issues in Marketing
Feedback: Withholding
or destroying information that could hurt a company’s sales or image is
considered unethical.
41. When making decisions, managers often have to
decide between doing what is beneficial for them (and possibly the firm) in the
short run, and doing what is right and beneficial for the firm and for society
in the long run. To address this conflict, a firm
42. must evaluate its quarterly profit statement
from an ethics standpoint.
43. must state its long-term goals in general
terms, so as to not interfere with managers’ short-term goals.
44. must always put society’s needs ahead of the
firm’s needs.
45. D. must align the short-term goals of each
employee with the long-term, overriding goals of the firm.
46. should adhere rigidly to legal standards in
its industry.
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