137.Beck Construction Company began work on a new building project on January 1, 2010. The project is to
be completed by December 31, 2012, for a fixed price of $108 million. The following are the actual costs
incurred and estimates of remaining costs to
3-126 CONSUMER PROTECTION: CONSUMERISM
In the 1960s, President Kennedy developed what is known as the Consumer Bill of Rights. This
legislation was developed to protect consumers from unscrupulous marketers and guaranteed
consumers four fundam
16-183 TRADE-ORIENTED SALES PROMOTIONS
Explain what a merchandise allowance, a case allowance, and a finance allowance are.
1. A merchandise allowance is reimbursing a retailer for extra in-store
support or special featuring of the bran
4-143 SOCIAL RESPONSIBILITY
Describe the three major forms or concepts of social responsibility.
The three concepts of social responsibility include profit responsibility, stakeholder responsibility,
and societal responsibility. Profit
4-145 SOCIAL RESPONSIBILITY/MARKETING NEWSNET
A 2001 survey found that 79 percent of Internet and e-commerce companies take no social
responsibility. 75 percent of these Internet companies justify this omission on the grounds that they
4-148 SOCIAL AUDIT
What is a social audit? What are the five steps in a social audit?
A social audit is a systematic assessment of a firms objectives, strategies, and performance in the
domain of social responsibility. A social audit co
Define the moral philosophy of utilitarianism.
Utilitarianism is a personal moral philosophy that focuses on "the greatest good for the greatest
number" by assessing the costs and benefits of the consequences of eth
4-137 CONSUMER BILL OF RIGHTS
How did President John F. Kennedy change the concept of American business culture from caveat
emptor in the 1960s?
Before the 1960s, the legal concept of caveat emptor (let the buyer beware) was pervasive i
4-135 UNETHICAL BUSINESS BEHAVIOR
WorldCom, the telecommunications firm, closely followed Enron, the energy firm in being part of an
The following quote was taken from a Wall Street Journal discussion board on the topic of
ETHICS AND SOCIAL RESPONSIBILITY IN MARKETING
SHORT ESSAY QUESTIONS
4-133 UNDERSTANDING ETHICAL BEHAVIOR
Identify and briefly describe the three factors that influence personal moral philosophy and ethical
Publicity tools are:
methods of tying charitable contributions of a firm directly to the customer revenues
produced through the promotion of one of its products.
methods used to get a nonpersonal, directly paid presentati
16-165 PUBLIC SERVICE ANNOUNCEMENT
A publicity tool that is heavily relied on by nonprofit organizations, and which involves free
space or time donated by the media is called a(n):
public service announcement.
quid pro quo ad.
16-162 NEWS RELEASE
In planning and obtaining publicity, a frequently used tool is the
, which is an
announcement regarding changes in the company or the product line.
ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
SHORT ESSAY QUESTIONS
16-168 PRODUCT ADVERTISING
Describe the three forms of product advertisements. What are their objectives?
Product advertisements take three formspioneer
16-176 PRETESTING & POSTTESTING
Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used
for pretesting and posting in you answer. Be sure to explain why marketers should pretest and
posttest ad copy.
16-178 EVALUATING THE ADVERTISING PROGRAM
SAP, a large business-to-business software provider, sends direct mail pieces to prospective
customers, with the objective of generating leads for its sales force. Which type of posttest would
be the b
16-173 ADVERTISING SCHEDULING
Identify the three different approaches used to schedule advertising.
Setting schedules requires an understanding of how the market behaves. Most companies tend to
follow one of three basic approaches:
16-170 MEDIA SELECTION
What are the two conflicting goals advertisers face when choosing advertising media? What is
the relationship of reach and frequency to these goals?
The conflicting goals are maximizing exposure and minimizing cos
16-172 ADVERTISING MEDIA
List two advantages and two disadvantages of using television, radio, magazines, newspapers,
direct mail, and billboards for advertising.
Use of sight and sound; reache
16-181 SALES PROMOTION
When taking a walk down the supermarket aisle containing breakfast cereals, it is apparent there
is extensive competition among brands. Assuming your new chocolate frosted cereal targeted at
children was allotted shelf s
4-128 CONSUMER ETHICS
Practices that include filing warranty claims after the claim period, misredeeming coupons, making
fraudulent returns of merchandise, providing inaccurate information on credit applications,
tampering with utility meters,
4-130 VIDEO CASE: ENERGY PERFORMANCE SYSTEMS, INC.
According to David Ostlie, President of Energy Performance Systems, Inc., all of the following are
benefits of purchasing the Whole Tree Energy technology by utilities for power production
4-126 SOCIETAL RESPONSIBILITY: SUSTAINABLE DEVELOPMENT
Which of the following statements about sustainable development is true?
A company that always makes its furniture from rare tropical woods is practicing sustainable
How have businesses responded to the changing roles of men and women?
The changing roles of men and women have been important to marketers in suggesting new product
opportunities. For example, the sporting goods industry n
3-170 ENVIRONMENTAL SCANNING
How would the following environmental trends influence the success of a manufacturer of
televisions, video and DVD players, and related equipment: (1) growing number of older
Americans, (2) population shifts to rem
3-168 ENVIRONMENTAL FORCES
List the five environmental forces that have an impact on organizations. Provide examples of
factors that might be examined as part of environmental scanning for each of those forces.
The following environment
3-156 CORRECTIVE ADVERTISING
For 18 months, Warner-Lambert Co. was required to include the following statement in all television
advertisements for Listerine: "Listerine will not help prevent colds or sore throats or lessen their
3-138 COMPANY & CONSUMER PROTECTION: LANHAM ACT
The Lanham Act cannot protect the rights to a trademark if:
the company is accused of violating the Sherman Antitrust Act.
the product patent is less than 17 years old.
the name or symbol
3-123 COMPANY PROTECTION: PATENT LAW
A company can protect its competitive position under the
, which gives inventors the
right to exclude others from making, using, or selling products that infringe the patented invention.
Review of 320
Intro to class
Process of Econometrics
Population vs. Sample
Assumptions of OLS
Finish 320 Review