Chapter 16: Consumer and Marketing Misbehavior
manufacturing processes and environmental protectionism, acting quickly when product defects are detected,
ways in which companies can exhibit their social responsibility. Basically, the actions described fall into one
Retailers decreasing the price of milk products after a white revolution
Marketers releasing improved versions of food products that haven’t been in the market for long
90. Clady’s hair conditioner is advertised as a product that ensures pin-straight hair. However, the product just softens the
hair like any other hair conditioner. This product promotion is an example of _____.
91. Which of the following eating disorders involves starving one’s body in the pursuit of thinness?
92. What are the concerns associated with marketing to children? Which acts were passed to regulate the issues related to
marketing to children?
Answers will vary. Two important issues arise with marketing to children. First, there is the question of
whether children can understand that some marketing messages do not offer literal interpretations of the real
world. For example, many toys are shown in unrealistic settings. Second, the quantity of marketing messages
to which children are exposed can be called into question. It has been estimated that the average American
child sees more than 40,000 television commercials per year—or an average of over 100 commercials per
day. The Children’s Television Act was put into effect to limit the amount of advertising to which children
are exposed, with a limit of 10.5 minutes of commercials per hour on weekends and 12 minutes on
weekdays. Even with these limitations, approximately $17 billion is spent each year by advertisers targeting
the children’s market.
93. In the United States, which are the organizations responsible for regulating marketing activities?
Answers will vary. Many federal, state, and local laws were established in order to protect consumers from
marketer misbehavior. Federal regulatory bodies such as the Federal Trade Commission (FTC) and the Food
and Drug Administration monitor exchanges that take place between consumers and marketers. Other
groups, such as the Better Business Bureau and the American Association of Advertising Agencies (AAAA),
also play important roles in monitoring marketing activities. Although these groups attempt to bring fairness
to the marketplace, it is ultimately up to managers to ensure that the actions of their firms fall within
generally accepted business guidelines.
94. What is corporate social responsibility (CSR)? Describe the ways in which companies can be socially responsible.
Answers will vary. Corporate social responsibility (CSR) may be defined as an organization’s activities and
status related to its societal obligations. Due to increased pressure from consumer groups, companies are
finding that they must be socially responsible.There are many ways in which companies can be responsible.