1. What was the key insight of management guru Tom Peters that he articulated in "The Brand Called You"?
The proliferation of messages and message channels is making positioning an easier-as well as less necessary.
Careers are typically a linear climb and it is more important to convey your personal brand to those in your own company than a larger marketplace.
Now that anyone can have a consumer presence and a communication channel using social media, email and websites are obsolete.
Those who apply the principles of positioning to career development can succeed by building a trusted brand name.
Question 2. Which of the following benefits was NOT listed among the arguments 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
Question 3. Which of the following lists was presented as a possible organizational structure for advertising agencies?
Strategy, creative, engineering, and quantitative.
Paid, earned, owned, and shared.
Catalysts, connectors, strategists, and creators.
Interactive design, social marketing, quantitative analysis, and account manager.
Question 4. As discussed in Chapter 10, why should marketers in health care settings be aware of HIPAA requirements and restrictions?
To assure data-driven marketing techniques comply with limits regarding disclosure of personal health information.
To be prepared to communicate the impact of regulations with policy makers in the health care systems.
To enhance their familiarity with the best research practices in health care settings.
To serve as a conduit for best practices between administrators, regulatory authorities, and healthcare providers.
Question 5. 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 6. What advantage of transparency that applies to the employee-employer relationship was discussed in Chapter 10?
Both employee and employer can make use of deceptive tactics and optional disclosure of their motivations.
When transparency becomes the widely-accepted norm, consumers have a harder time identifying and interpreting the commercial intent of messages.
Employees and employers are less inclined to give full measure of effort to meeting the terms of the employment contract.
Employees and employers are better able to find a suitable match of values when both behave with transparency.
Question 7. 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 Chapter 10?
Investors
Businesses
Consumers
Society at large
Question 8. Why are unacceptable marketing practices difficult to control with laws, according to Chapter 10?
Marketers constantly search for new means to attract consumers' attention, meaning their practices evolve too rapidly for legislation to keep up.
Marketers operate in local, regional, national, and global markets, making the appropriate jurisdiction difficult to establish.
The marketing and advertising industries have brought lobby efforts to bear against state and federal lawmakers, constraining effective legislation.
The marketing and advertising industries prefer self-regulation through alliances like the
Children's Advertising Review Unit.
Question 9.Which answer BEST reflects the relationship between Return on Investment (ROI) and employment in marketing discussed in Chapter 10?
Employees are responsible for generating value (ROI) for employers that invest resources in them.
Employees in companies with few measures of ROI will find it easier to prove the value of their contributions.
Employees with a socially conscious mindset will find it easier to demonstrate the ROI of their employment.
Employees who create conflict, opportunism, or unfairness on the job are typically focused on creating value for their employees.
Question 10. Which statement BEST describes the advertising industry's position on marketing to children?
Marketers must limit their use of advertainment in broadcast and online channels.
Marketers must include a component of social marketing in their promotions to children, such as Mattel's Monster High "cool to be kind" campaign.
Parents are responsible for blocking collection of personal data from their children who use online games and mobile phone apps.
Marketers must gain trust through honesty, while parents must accept responsibility for their children's media habits.