978-0133866339 Chapter 13 Part 2

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44) The marketing department tends to deal with customers and potential customers while the

public relations department deals with the other non-customers.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 13-2

45) Strong corporate and brand names can enhance a business during good times and protect it

during a crisis or when problems arise.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 13-2

46) Financial analysis has found that socially responsible firms are less likely to thrive and

survive in the long term.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-2

47) Most company leaders do a thorough job of understanding the corporation’s reputation.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

48) Most companies in the United States have someone assigned to monitor corporate reputation.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

49) Assessment of a firm’s reputation begins with company leaders taking the time to conduct

surveys and interviews of what people think of the company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

50) Corporate social responsibility is the obligation an organization has to be ethical,

accountable, and reactive to the needs of society.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

51) The marketing or social media department makes sure internal publics and the general public

are both aware of a corporation’s social responsibility efforts.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

52) A code of ethics for a profession or company is one element of a social responsibility

program.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-2

53) A new trend in corporate social responsibility, purpose marketing, focuses ads on values,

behaviors, and beliefs of the company’s high-ranking officers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

54) What are the five key public relations functions?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

55) Who are the major internal stakeholders for a public relations department to consider?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

56) Who are the major external stakeholders for a public relations department to consider?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-2

57) A program that ties marketing to a charity in order to generate goodwill is called:

A) cause-related marketing.

B) social responsibility marketing.

C) social media marketing.

D) sponsorship marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

58) Cause-related marketing is:

A) a type of internet intervention.

B) a program that ties marketing to a charity or non-profit organization.

C) the same thing as green marketing.

D) causing buyers to want to buy a product due to an effective cross-promotion.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

59) Cause-related marketing is based on the idea that:

A) it enhances brand parity.

B) it has a direct impact on sales and profits.

C) consumers are more likely to make purchases from companies that support a good cause.

D) social responsibility is a critical part of every company’s operation.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 13-3

60) Marketers use cause-related marketing for all of the following reasons except:

A) help develop stronger brands.

B) help move consumers toward brand loyalty.

C) encourage consumers to switch brands.

D) increase the level of brand parity.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

61) All of the following are possible benefits of cause-related marketing except:

A) additional customers.

B) counter competitive actions.

C) reduced negative public opinion.

D) consumer goodwill for the future.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

62) When a dentist provides free services to women living in a shelter, it is:

A) event marketing.

B) a form of entitling.

C) cause-related marketing.

D) altruism.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-3

63) In choosing a cause-related program, a company should focus on causes that:

A) employees are involved with.

B) the local community supports.

C) are not supported by the company’s primary competitors.

D) relate to the company’s business.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 13-3

64) With regard to the public relations aspect of cause-related marketing, a company wishing to

benefit should:

A) make sure the public is always aware of any cause-related marketing they support.

B) spend some money to publicize causes, but the amount should not be significant.

C) not publicize causes because the public will think any effort to do so is shameless self-

aggrandizement.

D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

65) Developing products that are environmentally-friendly is:

A) cause-related marketing.

B) event marketing.

C) green marketing.

D) positive public relations.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

66) Green marketing is:

A) a form of cause-related marketing.

B) an internet intervention focused on money-making.

C) developing and selling environmentally friendly products.

D) a type of apology strategy in which money is paid to the victim.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

67) Biodegradable laundry detergent is an example of:

A) cause-related marketing.

B) event marketing.

C) green marketing.

D) positive public relations.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-3

68) While consumers favor green marketing and environmentally safe products, most consumers

are not willing to:

A) purchase these products because of higher prices.

B) support companies that are not pro-environment.

C) sacrifice price, quality, convenience, availability, or performance.

D) take time to decide which causes to support.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

69) Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the

group most willing to buy green marketing products and is politically active is:

A) True-Blue Greens.

B) Greenback Greens.

C) Sprouts.

D) Basic Buyers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

70) Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the

group that includes heavy users of green marketing products, but is not politically active is

called:

A) True-Blue Greens.

B) Greenback Greens.

C) Sprouts.

D) Basic Buyers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

71) Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the

two groups that are heavy users of green products are:

A) True-Blue Greens and Sprouts.

B) Greenback Greens and Basic Browns.

C) Greenback Greens and True-Blue Greens.

D) Grousers and Sprouts.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

72) Based on U.S. consumer segmentation of consumer attitudes toward green marketing, all of

the following groups are not committed to green marketing or have little commitment except:

A) Sprouts.

B) Grousers.

C) True-Blue Greens.

D) Basic Browns.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

73) Which statement is true about green marketing?

A) It almost always is effective.

B) It will work even when product quality is lower.

C) It reaches every purchasing group equally.

D) It is not always advertised or promoted by companies involved.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

74) A company that stops using styrofoam containers due to harm of the environment and starts

using recycled paper provides an example of:

A) event marketing.

B) green marketing.

C) altruistic effort.

D) cause-related marketing.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 13-3

75) Claiming to be environmentally-friendly when a company is not is:

A) greenwashing.

B) green marketing.

C) brown washing.

D) green entitlement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

76) The danger with greenwashing is that it can:

A) affect a company’s ability to produce additional new products.

B) result in losing the grousers and sprouts segments of the market.

C) damage a company’s reputation by bloggers pointing out a company is not truly green.

D) require investing in cause-related marketing to correct the situation.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

77) Cause-related marketing integrates a marketing program with some type of charity in order

to generate goodwill.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

78) Cause-related marketing is an internal program working with company employees.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

79) The majority of consumers have indicated they will switch brands to support a particular

cause they care about.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

80) Cause-related marketing can reduce the problem of brand equity by helping consumers feel

more loyal to a brand.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

81) The key to cause-related marketing is finding a cause that resonates with consumers, whether

or not that cause matches a particular company’s business.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

82) In choosing a cause-related program, the marketing team should focus on causes that relate

to the company’s business.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 13-3

83) Cause-related marketing is important to nonprofit organizations because of increased

competition among nonprofits for corporate support.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

84) Cause-related marketing and green marketing are essentially the same activity.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

85) Green marketing is the development and promotion of products that are environmentally

safe.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

86) Most consumers will purchase green products even when the quality is slightly lower.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 13-3

87) While consumers favor green marketing and environmentally safe products, actual purchases

only occur when all things are considered equal, such as price, quality, convenience, and

performance.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3

88) The consumer segment called Environmental Browns is the most likely to buy

environmentally safe products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

89) True Blue Greens and Sprouts are heavy users of green products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

90) Greenback Green consumers are less committed to environmentally safe products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 13-3

91) In deciding on a green marketing or pro-environmental approach, the public relations

department should make sure the company’s customers will not be alienated by such an

approach.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 13-3