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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
11
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
12
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
13
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
14
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
15
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
16
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
17
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
18
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
19
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
20
