Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 15 Marketing Ethics and Social Responsibility
1) The essence of marketing is ________.
A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a
purchase
2) ________ are moral principles that govern marketers’ behavior.
A) Marketing objectives
B) Consumer protection laws
C) Legal standards
D) Marketing ethics
E) Marketing goals
3) The societal marketing concept ________.
A) endeavors to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
B) fulfills the needs of target consumer markets more effectively than competitors
C) fills the marketplace with products that can be produced and sold cheaply
D) crafts messages to consumers that get them to buy products that do not meet their needs
E) maximizes consumers’ short-term values
4) Whereas the ________ focuses on fulfilling the needs of target consumer markets more
effectively than competitors, the ________ requires marketers to balance society’s interests with
the needs of the consumers and marketers.
A) marketing concept; societal marketing concept
B) consumer marketing concept; societal marketing concept
C) production concept; marketing concept
D) societal marketing concept; marketing concept
E) product concept; societal marketing concept
5) The ________ balances the needs of society with the needs of individuals and marketing
organizations.
A) marketing concept
B) sales concept
C) production concept
D) targeting concept
E) societal marketing concept
6) According to the societal marketing concept, ________.
A) fast-food restaurants should develop healthier foods that contain less fat and starch
B) marketers should advertise food to young people in ways that encourage overeating
C) marketers should use professional athletes in liquor and tobacco advertisements
D) marketers should teach young drivers to get the most out of their cars by driving them as fast
as possible
E) toy manufacturers should manufacture their products out of the cheapest materials possible,
regardless of where those materials come from or what potential contaminants they may contain
7) A serious deterrent to widespread implementation of the societal marketing concept is
________.
A) the short-term orientation embraced by most business executives in pursuing increased
market share and quick profits
B) the long-term focus of most business executives, who are primarily focused on the long-term
viability of the business
C) aggressive action taken by consumer advocacy groups
D) the prevailing practices of very specific consumer segmentation and targeting
E) the prevalence of digital media and continuing shift of marketing dollars from old media to
digital
8) The short-term orientation embraced by most business executives stems from ________.
A) short consumer memory of good corporate behavior
B) the short-term orientation of the consumers they target
C) the fact that managerial performance is usually evaluated on the basis of short-term results
D) the fast-paced nature of media flows in today’s hyper-stimulated environment
E) the increasing importance of public relations as a vehicle for communicating with consumers
9) The societal marketing concept advocates a ________.
A) long-term perspective
B) short-term perspective
C) medium-term perspective
D) 6-month outlook
E) 12-month outlook
10) Industry-wide self-regulation is in marketers’ best interests in that ________.
A) it is the only legal form of corporate collusion that provides sustainable economic benefit
B) it is required by various pieces of legislation
C) it deters government from imposing its own regulations on industries
D) enforcement of such regulations is likely to be stricter than governmental regulation
E) consumers rarely complain about companies that they believe are part of such self-regulatory
schemes
11) ________ is the process by which young people acquire skills, knowledge, and attitudes
relevant to their functioning as consumers in the marketplace.
A) Consumer socialization
B) Media consumption
C) Self-regulation
D) Perception
E) Materialism
12) The ________ stage of consumer socialization occurs when a child is 3-7 years old, which is
when children begin to distinguish ads from programs, associate brand names with product
categories, and understand the basic script of consumption.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
13) The ________ stage of consumer socialization occurs when a child is 7-11 years old, which
is when children capture the persuasive intent of ads, begin to process functional cues regarding
products, and develop purchase influence and negotiation strategies.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
14) The ________ stage of consumer socialization occurs when a child is 11-16 years old, which
is when children understand ads’ tactics and appeals, become skeptical about ads, understand
complex shopping scripts, and become capable at influencing.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
15) Advertising to children is subject to self-regulation according to guidelines developed by
________.
A) the Federal Trade Commission
B) the Federal Communications Commission
C) the Children’s Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
16) Parents with complaints about advertising to children should contact ________.
A) the Department of Homeland Security
B) the Federal Communications Commission
C) the Children’s Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
17) According to ________, children can easily form associations between stimuli and outcomes.
A) Maslow’s Hierarchy of Needs
B) Freudian theory
C) Pavlov’s experiments
D) attribution theory
E) stimulus-response theory
18) In which of the following situations is the child likely to have the most influence?
A) an older child from higher socioeconomic class regarding the purchase of a child-related item
B) a younger child from a lower socioeconomic class regarding the purchase of a non-child-
related item
C) a younger child from a lower socioeconomic class regarding the purchase of a child-related
item
D) an older child from a lower socioeconomic class regarding the purchase of a child-related
item
E) an older child from a higher socioeconomic class regarding the purchase of a non-child-
related item
19) How much do marketers spend each year to promote foods and beverages to America‘s
children?
A) less than $5 billion
B) less than $8 billion
C) less than $10 billion
D) at least $10 billion
E) at least $20 billion
20) Which of the following is NOT a way to get consumers to purchase more?
A) make the store cold
B) make the store warm
C) systematically move displays and aisles so people have to wander
D) approach men and offer help as they deviate from lists
E) offer sales to people who are drinking alcohol
21) Which of the following packaging concepts is likely to DECREASE consumption of the
presented item?
A) present juice in short, wide glasses
B) place candies in clear jars
C) place sandwiches in opaque wraps
D) present foods in an organized manner
E) offer multiple product tastings
22) Two personality traits that are related to students’ misuse of credit cards, compulsive buying,
and mobile phone addictive tendencies were ________.
A) impulsiveness and materialism
B) materialism and dogmatism
C) dogmatism and need for cognition
D) impulsiveness and need for cognition
E) impulsiveness and dogmatism
23) Direct-to-consumer pharmaceutical advertising has increased the consumption of numerous
categories of medications. Consumers confirm that they receive most of the information about
these medications from TV commercials rather than from their physicians. In response, the
pharmaceutical industry has developed voluntary restrictions regarding this marketing method.
Why have they done this?
A) to slow sales and reduce the incidence of out-of-stock situations
B) to avoid government regulation of their marketing practices
C) to improve consumers’ perceptions of their companies
D) to save money
E) to increase sales
24) To combat fast-forwarding by consumers who wish to avoid TV commercials, marketers are
increasingly turning to ________, where the line between television shows and ads is virtually
nonexistent.
A) broadcast media
B) product placements
C) buzz marketing
D) advertorials
E) infomercials
25) A new product developed by Burger King went on sale the day after it was featured on The
Apprentice. This is an example of ________.
A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial
26) The judges of American Idol always have a Coca-Cola within easy reach (and view). This is
an example of ________.
A) broadcast media
B) buzz marketing
C) product placement
D) an advertorial
E) an infomercial
27) Marketers are beginning to blend promotion and program content by positioning a TV
commercial so close to the storyline of a program that viewers are unaware they are watching an
advertisement until they are well into it. Because this was an important factor in advertising to
children, ________ has strictly limited the use of this technique.
A) the Children’s Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Department of Health and Human Services
E) the Federal Communications Commission
28) Print ads that closely resemble editorial matter are known as ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
29) When the government of a country attempts to attract businesses by buying several pages in
a well-respected news magazine and fills them with what appears to be a news article on the
strength of the country’s economy, the stability of its government, and the business-friendly
nature of its legislation, this is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
30) Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of
pineapples in order to spur sales of its produce. Pomona buys a full page in a women’s health
magazine and pays a nutritionist to write a complementary article highlighting tropical fruits,
including pineapples. This is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
31) When The Ab Crusher, a new piece of workout equipment, is advertised in a 30-minute TV
slot that is produced to look like a documentary on health and fitness, this is an example of
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
32) The manufacturers of The Amazing Chop-It, a vegetable chopping tool, have bought a 30-
minute spot on a local television channel and have hired a chef to demonstrate and explain the
benefits of the product. The spot is intended to look like a cooking show. This is an example of
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
33) A thirty minute commercial that appears to the average viewer as documentaries and
therefore command more attentive viewing than obvious commercials would receive are known
as ________.
A) broadcast media
B) infomercials
C) buzz marketing
D) product placement
E) urgent ad-formation
34) Examples of ________, like stating “brand A is best,” are considered acceptable because
consumers generally understand that there is no credible way to determine what best means.
A) puffery
B) product placement
C) true
D) reliable
E) sincere
35) Which of the following advertising messages would be considered puffery?
A) Fizzy Cola has 50% less sugar than the leading competitor’s diet colas.
B) Fizzy Cola will donate 5% of the proceeds of the sale of its “Pink Ribbon” cola to support
breast cancer research.
C) Fizzy Cola, the most refreshment you can get in a can.
D) Fizzy Cola, an American icon since 1956.
E) Fizzy Cola is produced locally, using local ingredients and local bottlers.
36) ________ is responsible for stopping false or misleading ads.
A) The Children’s Advertising Review Unit
B) The Federal Trade Commission
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
37) Several years ago, after inaccurately advertising that Listerine prevented colds, the FTC
required Listerine to run a second set of ads that pointed out to consumers that the previous
advertising claim was false. This second set of ads is known as ________.
A) deceptive advertising
B) truth-in-advertising
C) corrective advertising
D) stimulus generalization
E) advertorial content
38) ________ is the self-regulatory group that monitors complaints from companies and
consumers regarding truth in advertising and often determines what ads can and cannot state.
A) The Children’s Advertising Review Unit
B) The National Advertising Review Council
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
39) ________ consists of marketing messages and promotional materials that appear to come
from independent parties although, in fact, they are sent by marketers.
A) Stimulus generalization
B) Stimulus differentiation
C) Product placement
D) Covert marketing
E) Broadcast media
40) Popular methods of covert marketing include ________.
A) actors posing as customers telling people the product benefits and giving them a chance to try
the product
B) paying bartenders for praising brands of alcoholic beverages and recommending them to
customers
C) paying employees to pose as customers online and spread positive word-of-mouth about the
product
D) disguising emails as urgent or personal thank-you notes
E) all of the above
41) The FTC can require companies that have misled consumers to run ________, which can
sometimes result in distrust toward other products sold by the company and toward similar
products sold by unrelated marketers.
A) covert advertising
B) deceptive advertising
C) educative advertising
D) misleading advertising
E) corrective advertising
42) A new pharmaceutical advertisement represents the drug as more effective than the evidence
available suggests. This is an example of ________.
A) an unsubstantiated superiority claim
B) an unsubstantiated effectiveness claim
C) omitted risk information
D) an unsubstantiated inferiority claim
E) covert advertising
43) When a wine advertiser suggests its wine “has the most unique taste among red wines,” it is
an example of a(n) ________ claim.
A) objective
B) scientific
C) neutral
D) subjective
E) impartial
44) Which product was criticized for trying to appeal to underage drinkers with a fruit-flavored
beverage that was endorsed by the rapper Snoop Dogg, who also mentioned the brand in one of
his songs?
A) Budweiser Energy
B) Miller Lite
C) Wodka
D) Four Loko
E) Blast by Colt 45
45) With regard to offensive advertising, ________ produced the most consumer complaints.
A) images and words unsuitable for children
B) the very thin “ideal” figures in fashion advertising
C) perfectly tanned models
D) excessive alcohol consumption
E) the use of tobacco and cigarettes
46) A consumer’s ________ is a digital calculation that evaluates people’s buying power and
value as consumers that is largely invisible to the consumers.
A) Google Analytic rank
B) e-score
C) data broker score
D) beacon
E) AdChoice score
47) What agency has implemented some policies requiring data brokers to give consumers
access to information collected about them and allows them to correct and update such data?
A) the Federal Trade Commission
B) Congress
C) CARU
D) NARC
E) the Digital Advertising Alliance
48) The popularity of ________ is an option for combatting the invisible tracking that is being
done via Internet, cell phone, and coupon use.
A) “do not track”
B) AdChoice
C) covert marketing
D) behavioral advertising
E) contextual advertising
49) ________ is a retraction or clarification a company must issue after it has made a false or
misleading advertising claim because it was mandated to do so by the federal or local
government.
A) “First party” behavioral advertising
B) Misleading advertising
C) Corrective advertising
D) Covert advertising
E) Deceptive advertising
50) ________ is a company which has analyzed and indexed data in hundreds of privacy policies
across the web and developed a scale ranking websites from 0 to 100 based on how the site
collects and uses personal data.
A) Adlock
B) Google Analytics
C) AdChoice
D) PrivacyChoice
E) Carrier IQ
51) If Daisy is driving and a radio advertisement alerts her, through a specifically targeted ad
based on her location, that a McDonald’s restaurant is two exits down next to the highway, the
advertiser is likely using the ________ from her car to identify her position.
A) RFID
B) UPC
C) cookie
D) GPS
E) EZ Pass