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Exam 16: Marketing Ethics and Social Responsibility

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Question 61

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TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed. -In the TOASTER MINI CASE,Ruth's son demonstrates children's high aptitude for ________.

A) observational learning
B) technical learning
C) cognitive learning
D) apprehensive learning
E) evoked learning

F) D) and E)
G) A) and B)

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Question 62

Multiple Choice

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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 games
E) 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

F) B) and E)
G) A) and B)

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Question 63

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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.

ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also paid models to drive the cars around major metropolitan areas, parking them briefly in grocery stores like Trader Joe's and Whole Foods, where its target customers shop, and to engage potentially interested consumers in conversation about how great the new car is. -In the ECOLITE MINI CASE,the models that Ecolite has hired to drive the car around and talk to average consumers about how great it is are an example a marketing program with a ________.

CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has taken out a 30-minute spot on a local television channel and is planning on airing a mini-program on the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Clean Brite has also arranged for Oopsy All Gone to appear in a popular sit-com, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend. -In the CLEANER MINI CASE,the 30-minute television spot is an example of ________.

Advertainment is ________.

The majority of advertisements for ________ appear during nonchildren's programs.

In most drugstores,less expensive brands of personal care products such as shampoo,dental floss,skin care lotions,and soap come in packages that are extremely similar to instantly recognized and more expensive premium brands of these products,and are deliberately placed right next to them on the shelf.This is an attempt to encourage ________.

Perceptions of a company's lack of social responsibility or unethical marketing strategies rarely has a negative effect on consumer purchase decisions.

TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed. -In the TOASTER MINI CASE,which of the following CARU guidelines does the Kool-Stuf manufacturer violate?