armstrong16_tif - Chapter 16 Marketing and Society Social...

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Chapter 16 Marketing and Society: Social Responsibility and Marketing Ethics Multiple-Choice 1. Many critics charge that the American marketing system causes prices to be higher than they would be under more “sensible” systems. They point to _____. a. high costs of distribution b. high advertising and promotion costs c. excessive markups d. all of the above Answer: (d) Difficulty: (2) Page: 550 2. All of the following are accurate descriptions of charges leveled by critics against resellers for the high cost of distribution, except which one? a. Intermediaries do work that would otherwise have to be done by manufacturers or consumers. b. Greedy intermediaries mark up prices beyond the value of their services. c. There are many intermediaries that are inefficient and poorly run. d. Intermediaries provide unnecessary or duplicate services. Answer: (a) Difficulty: (3) Page: 550 3. The _____ is a philosophy of customer satisfaction and _____. a. selling concept; mutual gain b. production concept; mutual gain c. product concept; mutual gain d. marketing concept; mutual gain Answer: (d) Difficulty: (2) Page: 549 4. According to the text, Nike has been heavily criticized and accused of _____. a. running sweatshops b. using child labor c. exploiting low-income consumers to degrade the environment d. all of the above Answer: (d) Difficulty: (2) Page: 547 5. According to the text, the practice of _____ leads the economy by an invisible hand to satisfy the many and changing needs of millions of consumers. a. the product concept b. the selling concept c. the marketing concept d. the production concept Answer: (c) Difficulty: (2) Page: 549 116
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6. All of the following are accurate descriptions of charges leveled by critics against marketers for the high cost of advertising and promotion, except which one? a. Packaging and promotion costs for branded products, including cosmetics and detergents, can amount to 40 percent or higher of the manufacturer’s price to the retailer. b. Packaging and promotion costs only add psychological value to the product, rather than functional value. c. The supplemental promotional efforts by retailers -- POP displays and sweepstakes -- add several cents more to retail prices. d. Brand name products may cost more, but branding gives buyers assurances of consistent quality. Answer: (d) Difficulty: (2) Page: 551 7. All of the following are accurate descriptions of marketer responses to charges against them for the high cost of advertising and promotion, except which one? a. Promotion and packaging costs of differentiated products can amount to 40 percent or more of the manufacturer’s price to the retailer. b. Consumers can usually buy functional versions of products at lower prices in addition to the higher-priced versions that provide psychological value.
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This note was uploaded on 11/08/2009 for the course MEP 3345 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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armstrong16_tif - Chapter 16 Marketing and Society Social...

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