armstrong_mai08_tif_16

armstrong_mai08_tif_16 - Chapter 16 Marketing Ethics and...

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Chapter 16 Marketing Ethics and Social Responsibility GENERAL CONTENT: Multiple-Choice Questions 1. The marketing concept is a philosophy of customer satisfaction and _____. a. mutual interest b. mutual gain c. innovation d. needs met e. none of the above (Answer: b; p. 495; Moderate) 2. You have just read the latest survey about consumers’ attitudes toward current marketing practices. It reveals that consumers in general hold _____ attitudes. a. mixed b. slightly unfavorable c. moderate d. A and B e. belligerent (Answer: d; p. 495; Easy) 3. Many critics charge that the American marketing system causes _____ to be higher than they would be under more “sensible” systems. a. distribution costs b. advertising costs c. prices d. markups e. employee morals (Answer: c; p. 496; Moderate) 4. A long-standing charge against intermediaries is that they mark up prices beyond the _____. a. value of their services b. delivery charges c. going market price d. range most Americans can afford to pay e. C and D (Answer: a; p. 496; Easy) 213
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5. Critics charge that some companies mark up goods excessively. Marketers respond by explaining that most consumer abuses are _____ and that most consumers do not understand the _____ high markups. a. rare; business concepts of b. unintentional; reasons for c. rare; reasons for d. unintentional; business concepts of e. none of the above (Answer: b; p. 496; Easy) 6. Deceptive promotion differs from deceptive pricing in that deceptive promotion overstates the product’s _____ or _____. a. true price; performance b. features; performance c. packaging; costs d. design; features e. availability; performance (Answer: b; p. 497; Moderate) 7. A major step in regulating unfair and deceptive business acts and practices was the creation of the _____ in 1938. a. Robinson-Patman Act b. Wheeler-Lea Act c. Interstate Commerce Commissions d. Taft-Hartley Act e. Stamp Act (Answer: b; p. 497; Moderate) 8. Marketers argue that most companies avoid deceptive practices because such practices _____. a. deliver only short-term profits b. create more competition c. harm their business in the long run d. are illegal e. create long-term negative feelings among consumers (Answer: c; p. 498; Moderate) 9. Theodore Levitt claims that some advertising puffery is bound to occur and that it may even be desirable. People do not buy _____. a. pure functionality b. solely because of the situation presented in the ad c. emotionally d. features only e. B or C (Answer: a; p. 497; Challenging) 214
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10. What is the third typical product criticism besides lack of quality and delivers little benefit? a. Priced too high. b. Promotion is deceptive. c. Lacks complete safety. d.
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armstrong_mai08_tif_16 - Chapter 16 Marketing Ethics and...

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