3-21
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.
Topic: Cause-Related Marketing
49. Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or
corporate image while providing benefits to the cause?
A. cause-related marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
50. Target stores give one percent of a customer’s purchase to a school of their choice if they use a Target Visa
credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that
card. This is an example of
A. cause-related marketing.
B. green marketing.
C. nonprofit marketing.
D. image marketing.
E. corporate marketing.
51. Which of the following is an example of cause-related marketing (CRM)?
A. A company donates $10,000 to a school to purchase computers.
B. A company recognizes alternative lifestyles among its employees and allows benefits accordingly.
C. A company donates $1 to Diabetes research for every purchase of its product by consumers.
D. A company features educational health information in its product advertising.
E. A company hires physically challenged employees.
52. Which of the following is a challenge facing marketers who implement cause-related marketing programs?
A. It does not increase consumers’ trust in the company.
B. A company’s commitment to a cause is not important to most consumers.
C. Only a small percentage of consumers are likely to switch brands based on CRM when price and quality are
equal.
D. Consumer skepticism and apathy are demonstrated.
E. All of these choices are correct.
53. Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?
A. skeptic
B. balancer
C. attribution-oriented
D. socially concerned
E. apathetic
3-23
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.
Topic: Cause-Related Marketing
54. John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product.
He doesn’t believe that they will make a difference because he thinks that marketers are only concerned with profits
and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to
which group of consumers?
A. skeptic
B. balancer
C. attribution-oriented
D. socially concerned
E. apathetic
55. Karen believes in cause-related programs, but she doesn’t always act accordingly. That is, she likes to patronize
retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for
her to do so. Which consumer group would Karen belong?
A. skeptic
B. balancer
C. attribution-oriented
D. socially concerned
E. apathetic
56. Carl likes to support marketers that support causes or charities that are important to him. However, he is
concerned about a marketer’s motive behind cause-related marketing programs and uses good judgment on which
ones to support. Carl is best described as belonging to which group of consumers?
A. skeptic
B. balancer
C. attribution-oriented
D. socially concerned
E. apathetic
57. Which consumer group is driven by a desire to help with respect to cause-related marketing programs?
A. skeptic
B. balancer
C. attribution-oriented
D. socially concerned
E. apathetic
58. Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she
purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help
themselves as well as the cause, she doesn’t really care about that. She’s just driven by the desire to help. To which
group of consumers does Maria belong?
A. skeptic
B. balancer
C. attribution-oriented
D. socially concerned
E. apathetic
59. What has been found to improve the results of cause-related marketing programs?
A. the amount of money donated
B. the fit between the company and the cause
C. supporting causes that help children
D. supporting causes that help the environment
E. longer commitments to supporting a cause
60. Gay consumers, like heterosexuals, vary in terms of
A. ethnicity.
B. geographic region.
C. occupations.
D. age.
E. All of these choices are correct.
3-26
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.
Topic: Marketing to Gay and Lesbian Consumers
61. The LGBT (Lesbian, Gay, Bisexual, and Transgender) or gay market has been estimated to comprise
__________ of the adult U.S. population.
A. 2–5 percent
B. 7–10 percent
C. 12–15 percent
D. 17–20 percent
E. 25 percent
62. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?
A. must have separate promotion efforts in gay and mainstream media
B. must have gay themes in ads placed in mainstream media
C. must offer discounts to gay consumers
D. must have internal policies that do not discriminate against gay employees
E. must use cause-related marketing programs that support causes relevant to gay consumers (i.e., AIDS research)
63. Which index is published by the Human Rights Campaign Foundation and measures how equitably a company
treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors?
A. corporate equality index (CEI)
B. corporate GLBT index
C. corporate identity index (CII)
D. gay rights index (GRI)
E. green index
64. Which is a product or service that often needs modification when targeting gay consumers?
A. financial services
B. automobiles
C. furniture
D. interior decorating
E. All of these choices are correct.
65. Which term is used to refer to whether a person is biologically a male or female?
A. gender
B. sex
C. gender identity
D. gender and sex
E. gender, sex, and gender identity
3-28
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.
Topic: Gender-Based Marketing
66. __________ refers to the traits of femininity and masculinity.
A. Gender
B. Sex
C. Gender identity
D. Gender roles
E. Gender continuum
67. The behaviors considered appropriate for males and females in a given society are known as
A. Gender.
B. Sex.
C. Gender identity.
D. Gender roles.
E. Gender continuum.
68. While women are vital members of the workforce in the United States, they are still considered the primary care
givers of the children in a family. This represents women’s __________ in American society.
A. gender
B. sex
C. gender identity
D. gender role
E. gender continuum
69. A(n) _____ is based on an attribute over which the individual has little or no control.
A. traditional role
B. achievement role
C. ascribed role
D. gender identity
E. gender orientation
70. __________ are based on performance criteria over which the individual has some degree of control.
A. Traditional roles
B. Achievement roles
C. Ascribed roles
D. Gender roles
E. Selective roles
3-30
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.
Topic: Gender-Based Marketing
71. A woman who is married with the husband assuming the responsibility for providing for the family and the wife
running the house and taking care of the children would be classified as
A. gender appropriate.
B. gender consistent.
C. traditional.
D. modern.
E. old-fashioned.
72. Catherine is married and a mother of two children. She has decided to forego her own career to stay home with
her children until they are grown and on their own. Both she and her husband have decided that it is best for their
family for him to assume the responsibility for providing financial security for them while she takes care of the
home and family. Catherine would be classified as which type of woman?
A. gender appropriate
B. gender consistent
C. traditional
D. modern
E. old-fashioned
73. A woman that is married where both she and her husband work and share homemaking and child care
responsibilities is classified as __________ with respect to gender orientation.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cutting-edge
74. Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing
responsibilities. Rayna would be classified as a __________ gender orientation.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cutting-edge
75. Which of the following is a segment of female consumers?
A. traditional housewife
B. trapped housewife
C. trapped working woman
D. career working woman
E. All of these choices are correct.