978-0133866339 Chapter 14 Part 4

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129) Although giving or receiving bribes in business-to-business interactions is illegal in the

United States, in some countries, such as France and Germany, bribes are:

A) permitted for international firms doing business in France or Germany.

B) permitted for French- or German-owned companies.

C) accepted if it involves a contract with the government, but not allowed for companies doing

business with each other.

D) accepted, and companies may even be able to deduct them as business expenses on their

taxes.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

130) From a company’s perspective, the primary benefit of using cookie technology is it allows

the marketing team to:

A) gather information about where a consumer has been on the company’s website, how long

they were there, and what they did.

B) know what other sites a person has visited on the internet.

C) prepare specific marketing messages and emails to consumers based on their browsing

behavior.

D) know who has visited the company’s website.

Question Tag: Critical Thinking

AACSB Category: Information technology

Objective: 14-6

131) The rise in the use of ambush marketing can be attributed to:

A) the increase in expenditures on sponsorships and the use of athletes as endorsers.

B) the increased usage of cause-related marketing.

C) a relaxation in ethical standards by society.

D) changes in regulatory policies of the Federal Trade Commission.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

132) A brand’s attempt to associate itself with a team or event without buying the official rights

to do so is:

A) stealth marketing.

B) ambush marketing.

C) brand infringement.

D) puffery.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

133) When a firm intentionally designs advertisements or marketing campaigns to capitalize on a

major sporting event it is ________ marketing.

A) stealth

B) direct ambush

C) incidental ambush

D) indirect ambush

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

134) Direct ambush marketing occurs when:

A) firms intentionally design advertising or marketing campaigns to capitalize on a major

sporting event.

B) a brand is associated with a major sporting event without any intentional or indirect effort on

the part of the brand.

C) a brand suggests or hints it is associated with a major sporting event when it is not.

D) consumers are enticed to look at a product by individuals without the individuals realizing the

person making the sales pitch is being paid or compensated by the brand.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

135) If a firm suggests or hints that it is associated with a major sporting event when it is not, it

is:

A) stealth.

B) direct ambush.

C) incidental ambush.

D) indirect ambush.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

136) Pepsi creates an advertisement suggesting it sponsors the U.S. Olympic basketball team by

showing a basketball game in a commercial. This is a form of ________ marketing.

A) stealth

B) direct ambush

C) incidental ambush

D) indirect ambush

Question Tag: Application

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

137) Indirect ambush marketing occurs when:

A) firms intentionally design advertising or marketing campaigns to capitalize on a major

sporting event.

B) a brand is associated with a major sporting event without any intentional or indirect effort on

the part of the brand.

C) a brand suggests or hints it is associated with a major sporting event when it is not.

D) consumers are enticed to look at a product by individuals without the individuals realizing the

person making the sales pitch is being paid or compensated by the brand.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

138) When an organization creates an impression that it is a sponsor of a major event when it is

not, it is ________ marketing.

A) allusion

B) incidental

C) distractive

D) saturation

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

139) If Coca-Cola runs an advertisement that suggests the company sponsors the Super Bowl

when it does not, which form of ambush marketing is being used?

A) Allusion marketing

B) Incidental marketing

C) Distractive marketing

D) Saturation marketing

Question Tag: Application

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

140) When a company designs a promotion or event near a major sporting event to capitalize on

the attendees to the event without being an official sponsor, it is ________ marketing.

A) allusion

B) incidental

C) distractive

D) saturation

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

141) When a company increases its advertising and marketing during a major event, such as the

Olympics, to capitalize on individuals watching the event, yet is not an official sponsor, it is

________ marketing.

A) allusion

B) incidental

C) distractive

D) saturation

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

142) When a brand is associated with a major sporting event without any intentional or indirect

effort on the brand’s part, it is ________ marketing.

A) stealth

B) direct ambush

C) incidental ambush

D) indirect ambush

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

143) Incidental ambush marketing occurs when:

A) firms intentionally design advertising or marketing campaigns to capitalize on a major

sporting event.

B) a brand is associated with a major sporting event without any intentional or indirect effort on

the part of the brand.

C) a brand suggests or hints it is associated with a major sporting event when it is not.

D) consumers are enticed to look at a product by individuals without the individuals realizing the

person making the sales pitch is being paid or compensated by the brand.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

144) Stealth marketing occurs when:

A) firms intentionally design advertising or marketing campaigns to capitalize on a major

sporting event.

B) a brand is associated with a major sporting event without any intentional or indirect effort on

the part of the brand.

C) a brand suggests or hints it is associated with a major sporting event when it is not.

D) consumers are enticed to look at a particular brand without them realizing the person making

the sales pitch is being paid or compensated by the brand.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

145) Brand infringement occurs when a company creates a brand name that closely resembles a

popular or successful brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 14-6

146) Brand infringement issues become more complex when a brand is so well established that it

may be considered a generic term, such as Ford or Toyota.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 14-6

147) Cyber squatting or domain squatting is the practice of using brand names on generic

websites.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 14-6

148) In the past, attorneys, physicians, and dentists did not advertise for fear of negative

reactions by patients and clients.

Question Tag: Application

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

149) When marketing products to other businesses through personal selling or trade shows, one

ethical issue that arises is in regard to the use of gifts and or/bribes.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

150) To influence purchase decisions, purchasing agents and other members of a buying

organization are often the recipients of gifts, meals, entertainment, and free trips.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

151) Although giving or receiving bribes in business-to-business interactions is illegal in the

United States, in some countries, such as France and Germany, bribes are accepted and

companies may even deduct the amount as a legitimate income tax expense.

Question Tag: Definition (Concept)

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

152) When using cookies on computers to gather information, marketers must balance the need

for information with the concern for the expense and legal action.

Question Tag: Critical Thinking

AACSB Category: Ethical understanding and reasoning

Objective: 14-6

153) Cookie technology allows a company to personalize and customize its website to match a

consumer’s interest.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 14-6