C sustainable 49 several coffee manufacturers are

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C. sustainable 49. Several coffee manufacturers are informing consumers of their fair trade practices in which farmers in less developed countries are paid a living wage for their crops. The philosophy behind this movement is to be profitable for the farmer, be environmentally sound, and to be socially responsible. This movement has been referred to as the _____. E. sustainability movement 50. Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity? D. a and b 51. _____ is done to enhance the welfare of individuals or society without direct benefit to a firm. B. Social marketing 52. Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause? A. cause-related marketing 53. Target stores give one percent of a customer's purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of _____. A. cause-related marketing 54. Which of the following is an example of cause-related marketing (CRM)? C. A company donates $1 to Diabetes research for every purchase of its product by consumers. 55. Which of the following is a challenge facing marketers who implement cause-related marketing programs? D. Consumer skepticism and apathy.
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56. Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs? A. Skeptic 57. John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers? A. Skeptic 58. Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong? B. Balancer 59. Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers? C. Attribution-oriented 60. Which consumer group is driven by a desire to help with respect to cause-related marketing programs? D. Socially concerned
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61. Maria will go out of her way to purchase a brand or patronage a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?
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  • Fall '12
  • Pantel
  • Marketing, Following, d., following statements, c.

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