Marketing Final Exam

And inviting shoppers in for free x rays tie ins with

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Unformatted text preview: exas and inviting shoppers in for free x-rays. Tie-ins with local hospitals assured that women with suspicious films got follow-up care. P&G adopted a _____ orientation to achieve this goal. a. promotional b. societal marketing c. customer d. marketing e. product ANS: B Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests. PTS: 1 REF: 6 KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Ethics MSC: BLOOMS Application 51. Which of the following statements about the societal orientation is FALSE? a. Companies that protect the environment by using all-natural materials in their products are showing a societal marketing orientation. b. Marketers cannot deliver all benefits sought by customers, as these benefits may not be in the long-term best interests of the customers. c. The societal marketing concept is an important refinement of the market concept. d. Organizations have both a social and e. economic justification for their existence. The majority of consumers support environmentally friendly companies and willingly paying more for these products. ANS: E While a majority of consumers report that environmental issues are important, they are not willing to make trade-offs for higher costs or lower performance. PTS: 1 REF: 6 Thinking KEY: CB&E Model Customer OBJ: 01-2 TOP: AACSB Reflective MSC: BLOOMS Evaluation 52. Life is good® developed the “Good Karma” line of environmentally friendly 100% organic cotton apparel. The production of the Good Karma line is consistent with a _____ orientation. a. societal marketing b. supplier c. sales d. production e. philanthropic ANS: A Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests. PTS: 1 REF: 6 KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Ethics MSC: BLOOMS Application 53. Target shoppers can enroll in the Take Charge of Education ® program so that Target will donate 1 percent of purchases made with a consumer’s REDcard, a Target credit card. The more money customers spend, the larger the donation to the consumer’s school of choice. By instituting the Take Charge of Education® program to help local schools, Target has shown a _____ orientation. a. societal marketing b. supplier c. sales d. production e. philanthropic ANS: A Societal marketing orientation is the idea that an organization exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve individuals’ and society’s long-term best interests. PTS: 1 REF: 6 KEY: CB&E Model Strategy OBJ: 01-2 TOP: AACSB Ethics MSC: BLOOMS Application 54. Jewelry stores want to provide their customers with the highest quality of diamonds availa...
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