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public relations exercised. transactional marketing
practicee. point of differenceResponseFeedback:Research indicates that 85 percent of U.S. consumers saythey have a more favorable opinion of companies that support causes they care about. Also, 80 percent of consumers say they will switch to a brand or retailer that supports a good cause if the price and quality of brands or retailers are equal. In short, cause marketing may be avalued point of difference for brands and companies, all other things being equal.Question 10 out of 10 pointsIn Marketing in the News, we heard that German supermarket chain Lidl debuted:Selected Answer:[None Given]Answers:a. its own brand of Smart Phones.b. a successful line of women's clothing.c. a selection of small to medium sized consumer drones.d. in-house Apple stores.e. a successful line of office suppliesResponse Feedback:In addition to groceries, Lidl debuted a women's collection in August 2014 that sold out within the first three daysQuestion 20 out of 10 pointsA consumer needs to buy toothpaste. To do this, the consumer decides to buy the same brand as last time. This is a case where a problem solution comes from:Selected Answer:[None Given]Answers:a. external search of store
informationb. search of toothpaste advertisementsc. talking to other peopled. memorye. our familyResponse Feedback:When a consumer recalls information with out engaging in any search, the consumer is drawing on information inmemory, an important source of possible solutions to consumer problems.Question 30 out of 10 pointsIn Marketing in the News, we heard that animal testing of cosmetics products isokay in the European Union if:Selected Answer:[None Given]Answers:a. the animal testing was done to meet laws of third countries.b. the animal testing was necessary to guarantee consumer health and safety.c. the parent company is headquartered outside the E.U.d. the cosmetic is going to be used around the eyes.e.Actually, they say there are no exceptions. Animal-testing for cosmetics is never okay for products sold in the E.U.Response Feedback:No Exception Made for EU Law on Animal-Tested Cosmetics IngredientsQuestion 40 out of 10 pointsIn the class discussion of ethics, we learned about several lapses of judgment that business people had made. Which one did we
associate with the Martha Stewart?Selected Answer:[None Given]Answers:a. Insider Tradingb. Manufacturing of asbestos that harmed customers and employeesc. Inflated accounting reportsd.Marketing infant formula to African women who could not really afford it or provide it safely to their babiese. Watering their apple juice product while marketing it as 100% juiceResponse Feedback:Lecture (but note that the name was misspelled on the lecture slide).