120) Discuss the first two levels of the environmental sustainability portfolio that pay off in the
short term.
121) What are the two levels in the sustainability portfolio that deal with “beyond greening”
activities that tend to pay off in the longer term?
122) Which of the following is a marketing decision that may be called into question under the
law?
A) price increases
B) scarce resources
C) excessive cost
D) dealer’s rights
E) deceptive pricing
123) Under the ________ concept, a company’s marketing should support the best long-run
performance of the marketing system.
A) corporate social responsibility
B) direct marketing
C) sustainable marketing
D) free enterprise system
E) strategic planning
124) A company’s marketing should be guided by the sustainable marketing principle of
________ marketing.
A) direct
B) viral
C) buzz
D) value
E) innovative
125) Jacob Engineering Group views and organizes its marketing activities from the viewpoint
of its buyers. Management works hard to sense, serve, and satisfy the needs of its well-defined
group of buyers. What does Jacob Engineering Group practice?
A) consumer-oriented marketing
B) societal marketing
C) sense-of-mission marketing
D) customer-value marketing
E) innovative marketing
126) When a company makes improvements in a product’s quality, features, or convenience, it
is practicing ________.
A) consumer-oriented marketing
B) sense-of-mission marketing
C) innovative marketing
D) customer-value marketing
E) societal marketing
127) The principle of ________ requires that the company continuously seek real product and
marketing improvements.
A) consumer-oriented marketing
B) innovative marketing
C) customer-value marketing
D) sense-of-mission customer-value marketing
E) ambush marketing
128) The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller and
interactive games, appealed not only to teen boys but also to their sisters, moms, dads, and even
grandparents. This is a successful example of ________ marketing.
A) consumer-oriented
B) innovative
C) customer-value
D) societal
E) sense-of-mission
129) Some firms define their purpose in narrow product terms. Others that define their purpose
in broad social terms follow ________.
A) societal marketing
B) sense-of-mission marketing
C) consumer-oriented marketing
D) customer-value marketing
E) consumerism
130) One look at a Pedigree ad or a visit to the Pedigree.com Web site confirms that the people
behind the Pedigree Brand really do believe the “We’re for dogs” mission. Associates are even
encouraged to take their dogs to work. To further fulfill the “We’re for dogs” brand promise, the
company created the Pedigree Foundation, which along with the Pedigree Adoption Drive
campaign, has raised millions of dollars for helping “shelter dogs” find good homes. This
information indicates that Pedigree is practicing ________.
A) consumerism
B) environmental sustainability
C) a sustainability vision
D) innovative marketing
E) sense-of-mission marketing
131) Dove wanted to do more than just sell its beauty care products. The company was on a
quest to discover “real beauty” and help women be happy just the way they are. As a result, the
Dove Campaign for Real Beauty was successfully launched in 2004. Which of the following
types of marketing did Dove use?
A) sense-of-mission marketing
B) consumer-oriented marketing
C) customer-value marketing
D) innovative marketing
E) social marketing
132) While companies have learned that “doing good” and “doing well” go hand in hand,
companies have also learned that to do good, they must first do well in terms of ________.
A) successful advertising campaigns
B) hiring of strong employees
C) designing of attractive products
D) profitable business operations
E) ethical, as well as legal, decision making
133) When a company makes marketing decisions by considering consumers’ wants and
interests, the company’s requirements, and society’s long-run interests, it is practicing ________
marketing.
A) value
B) societal
C) sense-of-mission
D) consumer-oriented
E) customer-value
134) Deficient products are products ________.
A) that have neither immediate appeal nor long-run benefits
B) that give high immediate satisfaction but only hurt consumers in the long run
C) that have low appeal but may benefit consumers in the long run
D) that are either unsafe or inferior
E) in the decline stage of the product life cycle
135) Dale’s Drugstore sells cough medicine that is sour and ineffective. This is an example of a
________ product.
A) societal
B) pleasing
C) salutary
D) deficient
E) desirable
136) A company that makes products that give high immediate satisfaction but may hurt
consumers in the long run makes ________ products.
A) deficient
B) pleasing
C) salutary
D) desirable
E) threatening
137) Examples of pleasing products include ________.
A) cigarettes and junk food
B) dental services and medications
C) seat belts and air bags
D) fruits and vegetables
E) bicycle helmets and elbow pads
138) A company that makes products that have low immediate appeal but may benefit
consumers in the long run are ________ products.
A) deficient
B) desirable
C) pleasing
D) salutary
E) profitable
139) Which of the following is an example of a salutary product?
A) whitening toothpaste
B) tasty and nutritious snacks
C) life insurance
D) fast food
E) cigarettes
140) ________ products give both high immediate satisfaction and high long-run benefits.
A) Deficient
B) Pleasing
C) Desirable
D) Salutary
E) Threatening
141) Which of the following is the best example of a desirable product?
A) breakfast cereal
B) cigarettes
C) effective but foul-tasting medicine
D) junk food
E) dental insurance
142) In societal marketing, the ideal goal for companies is to turn all of their products into
________ ones.
A) salutary
B) desirable
C) pleasing
D) durable
E) serviceable
143) Maytag’s front-loading Neptune washer provides superior cleaning and energy efficiency.
The Neptune washer is an example of a ________ product.
A) deficient
B) pleasing
C) salutary
D) desirable
E) nondurable
144) The challenge for makers of which type of product is to add long-run benefits without
reducing the product’s desirable qualities?
A) salutary product
B) desirable product
C) pleasing product
D) durable product
E) deficient product
145) Bicycle helmets have low immediate appeal, but they tend to benefit consumers in the
long run. This indicates that a bicycle helmet is an example of a(n) ________ product.
A) salutary
B) desirable
C) pleasing
D) durable
E) aesthetic
146) The challenge posed by a(n) ________ product is to add some pleasing qualities so that
they will become more desirable in consumers’ minds.
A) deficient
B) pleasing
C) desirable
D) innovative
E) salutary
147) Envirosax reusable shopping bags are stylish and affordable, and they eliminate the need
for plastic store bags. Envirosax reusable shopping bags most likely fall in the category of
________ products.
A) deficient
B) pleasing
C) mature
D) desirable
E) unpleasing
Refer to the scenario below to answer the following question(s).
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain of
organic food stores. The organic food sold by Good Green Grocer is of good quality. Also, it is
tasty and has long-term health benefits. Bryant and Anne’s business has expanded as more and
more consumers are interested in eating organic foods. What started as one shop in Vermont
has expanded to 15 stores in Vermont, New Hampshire, Massachusetts, and Maine. Much to
their delight, Bryant and Ann have found that many people are willing to pay a bit more for
food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special promotional prices
offered for a list of the “Top Ten Take Homes” each week. Regular customers of the Good
Green Grocer know that the promotional items often run out of stock by mid-week, so the store
typically sees its heaviest traffic on Sunday and Monday.
148) Good Green Grocer wants to keep its customers happy. Its marketing strategy should be
designed with this goal. Which strategy focuses on satisfying the needs of Good Green Grocer’s
customers?
A) societal marketing
B) customer-value marketing
C) sense-of-mission marketing
D) innovative marketing
E) consumer-oriented marketing
149) Sustainable marketing consists of five principles: consumer-oriented marketing, customer-
value marketing, innovative marketing, sense-of-mission marketing, and societal marketing.
150) New World Food Supplements continuously seeks real product and marketing
improvements for its line of vitamin and protein supplements. This information indicates that
New World is involved in consumer-oriented marketing.
151) Sunset Lawn Service puts most of its resources into value-building marketing investments.
The management at Sunset is practicing customer-value marketing.
152) A company that makes marketing decisions by considering consumers’ wants and long-run
interests, the company’s requirements, and society’s long-run interest is said to be practicing
consumer-oriented marketing.
153) Sense-of-mission marketing means that the company should define its mission in broad
social terms rather than narrow product terms.
154) When a company views and organizes its marketing activities from only the consumer’s
point of view, it is practicing societal marketing.
155) Societal problems are opportunities for alert businesses.
156) A cigarette is an example of a salutary product.
157) Xorbate Blue is a relatively new food supplement that provides both high immediate
satisfaction and high long-run benefits, such as improved energy levels and muscle tone.
Xorbate Blue is best classified as a pleasing product.
158) How is consumer-oriented marketing different from customer-value marketing?
159) Explain how a firm benefits from using sense-of-mission marketing.
160) Describe the five sustainable marketing principles.
161) Compare and contrast the four types of products in the societal classification of products.
Provide examples of each.
162) Monica Carey is a conscientious marketing manager. Sometimes it is unclear what
decisions to make when she and her staff are faced with moral dilemmas. To help them handle
such situations, Monica and other managers should create broad guidelines that everyone in the
organization must follow. Which of the following terms best describes these guidelines?
A) corporate value statements
B) company mission statement
C) company vision statement
D) corporate marketing ethics policies
E) company financial statement
163) Which of the following is being followed as a guiding principle by a company that
produces and heavily markets cigarettes, with many promotions aimed at young (although legal
age) nonsmokers?
A) the philosophy that companies should have a social conscience and be morally responsible
for current and future populations
B) the philosophy that companies can do in good conscience whatever the market and legal
systems allow
C) the philosophy of environmentalism
D) the philosophy of consumer-oriented marketing
E) the philosophy of consumerism
164) Under the ________ concept, each manager must look beyond what is legal and develop
standards based on personal integrity, corporate conscience, and long-run consumer welfare.
A) sustainable marketing
B) consumer marketing
C) societal marketing
D) strategic planning
E) direct marketing
Refer to the scenario below to answer the following question(s).
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain of
organic food stores. The organic food sold by Good Green Grocer is of good quality. Also, it is
tasty and has long-term health benefits. Bryant and Anne’s business has expanded as more and
more consumers are interested in eating organic foods. What started as one shop in Vermont
has expanded to 15 stores in Vermont, New Hampshire, Massachusetts, and Maine. Much to
their delight, Bryant and Ann have found that many people are willing to pay a bit more for
food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special promotional prices
offered for a list of the “Top Ten Take Homes” each week. Regular customers of the Good
Green Grocer know that the promotional items often run out of stock by mid-week, so the store
typically sees its heaviest traffic on Sunday and Monday.
165) The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has
long-term health benefits. This information indicates that the organic food sold by Bryant and
Anne would fall into the category of ________ products.
A) salutary
B) mature
C) deficient
D) desirable
E) pleasing
166) When a company chooses what principle to follow on issues of ethics and social
responsibility, there are two common philosophies to use as guides: let the free market and
legal system decide or let individual managers and companies choose.
167) Written ethics codes and ethics programs ensure ethical behavior.
168) A company must lower its ethical standards to successfully conduct business in countries
with low standards.
169) How is the societal marketing concept related to marketing ethics?
170) Compare and contrast the two common principles that can be used to guide companies and
marketing managers on issues of ethics and social responsibility.