Multiple choice questions:
Question1
The marketing function of a business returns value to its owners and investors. Which of the following examples illustrates that value generated?
A business underwrites a weekly news show on public television that features a debate between editorial columnists with differing political views.
A governmental agency launches an anti-obesity campaign that encourages individuals to enroll in workplace weight-loss support groups.
A business fields a survey designed to assess brand awareness both before and after a marketing campaign. The post-campaign survey showed a 7 percent increase in brand loyalty.
A font company pays for product placements in an independent film about typography, allowing the film to achieve distribution through art schools and reach more type enthusiasts.
Question 2.2. Which of the following answers BEST summarizes the view of Professor Don Schultz on individuals'
preparation for the role of Chief Marketing Officer (CMO)?
Today's organization should assume that the knowledge, skills, and abilities their CMOs have today are adequate to meet tomorrow's demands.
All marketing concepts have evolved from ideas developed in business, so marketing curricula at the college level should only incorporate sources from business disciplines.
Too many of today's CMOs are not showing up prepared to succeed and should therefore participate in professional organizations.
Marketing practice is moving toward more quantitative methodology, but CMOs are not educating themselves in this area as effectively as they might.
Question 3.3. Which marketing practice listed here was NOT included in the discussion of unacceptable practices in
Chapter 10?
Identity theft
Discrimination
Invasion of privacy
Manipulation of vulnerable consumers
Question 4.4. The marketing field has received criticism for the negative impact of its practices on certain populations. Which of the following was NOT among the affected groups discussed in?
Investors
Businesses
Consumers
Society at large
Question 5.5. Which answer conveys an obligation of employees toward their employers discussed in?
The employee should place higher value on following directions from the employer than on individual ethical or moral behavior.
The employee should set aside personal ethical views and guidelines while working on the employer's behalf.
The employee should behave ethically toward the company's stakeholders and customers.
The employee should avoid overly deceptive communications about the company's policies or products.
Question 6.6. What exceptions to copyright law were discussed in that allow use of others' intellectual property?
Musical or artistic work
Output that has no commercial value
Parody and fair use
Unpublished intellectual property
Question 7.7. Why was it recommended in that marketing students learn math concepts?
Because the proliferation of message channels and marketing messages increasingly requires familiarity with qualitative analysis.
Because understanding marketing's effects on the performance of a business requires basic familiarity with accounting and financial analysis.
Because marketing professionals may decide to change their careers.
Because those in customer-facing roles will have a background in sociology, psychology, or anthropology.
Question 8.8. What aspect of a brand's narrative is illustrated by the example of social responsibility set by several consumer goods manufacturers mentioned in?
A brand gains a positive narrative in public perception when marketers live up to the brand image they've created.
No organization can maintain its ethical brand narrative when environmental disaster strikes.
Public communications after the fact of a disaster can usually hinders the brand narrative.
Transparency regarding philosophy and social responsibility can disappoint consumers'
expectations.
Question 9.9. As discussed in, why should marketers operating in financial service settings be aware of the applicable requirements and restrictions?
To assist the organization in maintaining the image of the financial system.
To be prepared to communicate the impact of regulatory changes with clients of their institution.
To serve as a watchdog between regulators, company groups, and customers of the institution.
To maintain a voice for the company to interact with the U.S. Securities and Exchange
Commission, the Federal Reserve System, and the Federal Deposit Insurance Corporation.
Question 10.10. Which of the following benefits was NOT listed among the arguments in supporting the business case for ethical marketing?
Contributing to competitive advantage
Attracting a better workforce
Reducing risk of legal fines
Blocking competitors from adopting similar processes