Marketing 6th Edition By Grewal – Test Bank
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Sample Questions
Chapter 04
Test Bank
1. The
purpose of conscious marketing is to make a product by selling products and
services.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Conscious marketing entails a sense of purpose for the
firm that is higher than simply making a profit by selling products and
services. It encompasses four overriding principles: Recognition of marketing’s
greater purpose; consideration of stakeholders and their interdependence; the
presence of conscious leadership, creating a corporate culture; and the
understanding that decisions are ethically based.
2. Marketing
ethics is concerned with distinguishing between right and wrong actions and
decisions that arise in a business setting, according to broad and
well-established moral and ethical principles that might arise in a business
setting, and any special duties or obligations that apply to persons engaged in
commerce.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Business
ethics is concerned with distinguishing between right and
wrong actions and decisions that arise in a business setting, according to
broad and well-established moral and ethical principles that might arise in a
business setting, and any special duties or obligations that apply to persons
engaged in commerce.
3. Marketing
ethics can involve societal issues such as the sale of products or services
that may damage the environment or global issues such as the use of child
labor.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Marketing ethics examines ethical situations that are
specific to the domain of marketing, including societal, global, or individual
consumer issues. They can involve societal issues such as the sale of products
or services that may damage the environment, global issues such as the use of
child labor, or individual consumer issues such as misrepresenting a product in
advertising or marketing dangerous products.
4. The
consideration of stakeholders and their interdependence is one of the four
overriding principles of conscious marketing.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: The four overriding principles of conscious marketing
include: recognition of marketing’s greater purpose; consideration of
stakeholders and their interdependence; the presence of conscious leadership,
creating a corporate culture; and the understanding that decisions are
ethically based.
5. Key
corporate social responsibility (CSR) stakeholders include employees,
customers, the marketplace, and society.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: Key corporate social responsibility (CSR) stakeholders
include employees, customers, the marketplace, and society.
6. When
Walmart pressured its vendors to supply it with environmentally friendly
merchandise with labels to prove it, this most relates to the concept of
sustainability.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: This is an example of sustainability. According to the
U.S. Environmental Protection Agency, “Sustainability is based on a simple
principle: Everything that we need for our survival and well-being depends,
either directly or indirectly, on our natural environment.” Therefore,
sustainable actions, including sustainable marketing, allow “humans and nature
[to] exist in productive harmony, that permit fulfilling the social, economic
and other requirements of present and future generations.”
7. One
way in which conscious marketing differs from corporate social responsibility
(CSR) is that CSR takes a holistic, ecosystem view of business as a complex,
adaptive system.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Corporate social responsibility (CSR) differs from conscious
marketing in that CSR reflects a mechanistic view of business.
8. From
a conscious marketing perspective, social responsibility is at the core of the
business through the higher purpose and viewing the community and the
environment as stakeholders.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Role of Ethics in Marketing
Feedback: From a conscious marketing perspective, social
responsibility is at the core of the business through the higher purpose and
viewing the community and the environment as stakeholders.
9. Coca-Cola
spent $102 million through The Coca-Cola Campaign focusing on water
stewardship, healthy and active lifestyles, community recycling, and education.
This is an illustration of a CSR program.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: This is an example of a CSR program.
10. The
first step in ethical decision making is to gather information and identify
stakeholders.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The first step in ethical decision making is to identify
the issue.
11. The
Golden Rule test asks the question, “Would I like to be on the receiving end of
this action and all its potential consequences?”
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The Golden Rule test asks the question, “Would I like
to be on the receiving end of this action and all its potential consequences?”
12. A roofing
company agreed to complete a job in one week and collected a 50 percent
deposit, but never showed up to do the job. The same roofing company then
donated $6,000 to a local children’s hospital. The roofing company could be
considered socially responsible.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Ethical Issues in Marketing
Feedback: It is possible to be socially responsible yet
unethical, which describes this particular company. Its failure to meet its
agreements demonstrates ethical issues; however, its community support shows
social responsibility.
13. BlendMate,
a firm that manufactures high-end blenders, donates $10 per blender sold to a
local food bank. This is a form of corporate social responsibility.
TRUE
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: When companies voluntarily embrace CSR, they appeal
not only to their shareholders, but also to their primary
stakeholders—including their own employees, consumers, the marketplace, and
society at large. In this case, the company would be supporting a charity that
helps society at large.
14. Ethos
Water donates 2 percent of its profits to children in need of clean water. This
action demonstrates that Ethos Water is a firm with a strong ethical climate.
FALSE
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: This is an example of corporate social responsibility,
as it is a voluntary action designed to help the community at large. While
ethical firms are more likely to be socially responsible, the two do not always
go hand in hand.
15. Corporate
social responsibility refers to the coordinated actions of government
organizations to address the ethical, social, and environmental impacts of
business operations.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: Corporate social responsibility refers to voluntary
actions taken by a company to address the ethical, social, and environmental
impacts of its business operations and the concerns of its stakeholders.
16. Among
the key differences between conscious marketing and CSR is the unique view on shareholders
that is absolutely critical to CSR.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: Among the key differences between conscious marketing
and CSR, we can highlight the unique view on shareholders that is absolutely
critical to conscious marketing.
17. Stakeholders
typically include the firm’s employees and their families, customer groups,
members of the community, the environment, and the firm’s partners and
competitors.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Stakeholders effect on Marketing Strategy
Feedback: Stakeholders typically include the firm’s employees
and their families, customer groups, members of the community, the environment,
and the firm’s partners and competitors.
18. Brainstorming
in the ethical decision-making framework occurs immediately following the
identification of issues.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Brainstorming occurs after the firm has identified the
stakeholders and their issues and gathered all available data.
19. Badger
Hardware was planning on raising the pay of its managers, but not its frontline
employees. To determine the potential ethical issues, it should first identify
the issues involved so that it can gather facts related to those issues.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Identifying issues is the first step in the ethical
decision-making framework.
20. A
common view in today’s business climate is that the only responsibility of a
business is to its shareholders, so its only purpose is to make a profit.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: At one point, a popular view held that the only
responsibility of a business was to its shareholders, so its only purpose was
to make a profit. In many parts of the world, that view has been supplanted
with the idea that companies must consider their responsibilities to a wider
range of stakeholders who make up society.
21. Tipco
Computer Company decided to market its tablet computers to preschoolers, even
though the tablets were better suited for much older children. This potentially
unethical activity takes place during the control phase of the strategic
marketing planning process.
FALSE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: Firms identify potential target markets and ways to
deliver the four Ps to them in the implementation phase.
22. Once
the marketing strategy is implemented, controls must be in place to be certain
that the firm has actually done what it has set out to do.
TRUE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: Control is the final stage of the strategic marketing
planning process.
23. An
example in the text describes a campaign by Grey Poupon that involved a
Facebook campaign targeted toward people who had “good taste.” The campaign was
criticized for privacy issues that made it unethical. This occurred during the
implementation phase of the strategic marketing planning process.
TRUE
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Ethical Issues in Marketing
Feedback: Sometimes a firm’s choice of target market and how it
pursues this target market can lead to charges of unethical behavior. In this
case, Grey Poupon’s questionable behavior occurred during the implementation
phase.
24. The
most basic corporate social responsibility to employees is to ensure the
highest pay for the work performed.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: The most basic corporate social responsibility to
employees is to ensure a safe working environment, free of threats to their
physical safety, health, or well-being.
25. Pepsi
has cooperated with America on the Move to improve many of its products and
their labels, such as reducing the saturated fat in its Frito-Lay Ruffles. This
form of social responsibility most directly impacts shareholders.
FALSE
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Stakeholders effect on Marketing Strategy
Feedback: This most directly impacts customers, although if it
increases sales of the products it could impact shareholders down the road.
26. Business
ethics and marketing
ethics are synonymous terms.
FALSE
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Business ethics is concerned with distinguishing
between right and wrong actions and decisions that arise in a business setting,
according to broad and well-established moral and ethical principles that might
arise in a business setting, and any special duties or obligations that apply
to persons engaged in commerce. Marketing ethics, in contrast, examines ethical
situations that are specific to the domain of marketing, including societal,
global, or individual consumer issues.
27. Conscious
marketing encompasses all of the following overriding principles except
28. recognition
of marketing’s greater purpose.
29. B. recognition
of the company’s bottom line.
30. consideration
of stakeholders and their interdependence.
31. the
presence of corporate leadership, creating a corporate culture.
32. the
understanding that decisions are ethically based.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-01 Define conscious marketing.
Topic: Ethical Issues in Marketing
Feedback: Conscious marketing encompasses these four overriding
principles: recognition of marketing’s greater purpose; consideration of
stakeholders and their interdependence; the presence of conscious leadership,
creating a corporate culture; and the understanding that decisions are
ethically based.
28. Business
ethics is concerned with all of the following except
29. distinguishing
between right and wrong actions in a business setting.
30. distinguishing
between right and wrong decisions that arise in a business setting.
31. any
special duties or obligations that apply to persons engaged in commerce.
32. broad
and well-established moral and ethical principles that might arise in a
business setting.
33. E. societal
issues such as the sale of products or services that may damage the environment
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: Marketing ethics, not buisiness ethics, is concerned
with societal issues such as the sale of products or services that may damage
the environment and global issues such as the use of child labor.
29. The
sale of products that may damage the environment, the use of sweatshop labor,
and the marketing of dangerous products are examples of
30. internal,
controllable marketing issues.
31. issues
that don’t even need to be discussed in ethical firms.
32. marketing
issues but not ethical issues.
33. D. marketing
ethical issues.
34. ethical
issues but not marketing issues.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Ethical Issues in Marketing
Feedback: These are examples of ethical issues of concern to
marketers. Even in a firm with a strong ethical climate, some business
opportunities that arise may raise ethical concerns and need to be considered
in the context of the firm’s ethical values.
30. When
Walmart issued new standards for livestock products that were raised on food
without antibiotics or artificial growth hormones, it considered multiple
______, including the ranchers that supply the food, its customers, and animal
welfare groups.
31. A. stakeholders
32. investors
33. marketing
executives
34. bankers
35. corporate
shareholders
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: When Walmart issued new standards for livestock
products that were raised on food without antibiotics or artificial growth
hormones, it considered multiple stakeholders including the ranchers that
supply the food, its customers, and animal welfare groups.
31. All
of the following are included in the decision-making metric except
32. the
publicity test.
33. B. the
likability test.
34. the
moral mentor test.
35. the
transparency test.
36. the
admired observer test.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The ethical-decision making metric includes the
following tests: Publicity, moral mentor, admired observer, transparency,
person in the mirror, and golden rule.
32. ____________
provides a detailed, multipronged “Statement of Ethics” that can serve as a
foundation for marketers.
33. Johnson
& Johnson
34. B. The
American Marketing Association
35. The
Better Business Bureau
36. A
group of well-respected marketing executives
37. The
Advertising Association of America
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Role of Ethics in Marketing
Feedback: The American Marketing Association (AMA) provides a
detailed, multipronged “Statement of Ethics” that can serve as a foundation for
marketers, emphasizing that “As marketers . . . we not only serve our
organizations but also act as stewards of society in creating, facilitating and
executing the transactions that are part of the greater economy.”
33. In
the ethical decision-making metric, the question that asks “Would I want the
person I admire most to see me doing this?” applies to the
34. publicity
test.
35. B. admired
observer test.
36. moral
mentor test.
37. transparency
test.
38. person
in the mirror test.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: This question applies to the admired observer test.
34. The
_________ for natural skin care company Burt’s Bees is to “create natural,
Earth-friendly personal care products formulated to help you maximize your
well-being and that of the world around you.”
35. A. mission
statement.
36. market
analysis
37. company
description
38. financial
plan
39. executive
summary
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: With strong leadership, marketers can introduce
conscious marketing at the beginning of the planning process by including
statements in the firm’s mission or vision statements. For example, the mission
statement for natural skin care company Burt’s Bees is to “create natural,
Earth-friendly personal care products formulated to help you maximize your
well-being and that of the world around you.”
35. In
the ___________ stage, a firm will decide what level of commitment to its
ethical policies and standards it is willing to declare publicly and how the
firm plans to balance the needs of its various stakeholders.
36. brainstorming
37. implementation
38. C. planning
39. control
40. evaluation
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can produce
a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: In the planning stage, the firm will decide what level
of commitment to its ethical policies and standards it is willing to declare
publicly and how the firm plans to balance the needs of its various
stakeholders.
36. Which
of the following statements regarding corporate social responsibility is true?
37. It
incorporates higher purpose and a caring culture.
38. It
takes a holistic, ecosystem view of business as a complex adaptive system.
39. It
understands that decisions are ethically based.
40. Social
responsibility is at the core of the business through the higher purpose and
viewing the community and the environment as stakeholders.
41. E. It
sees limited overlap between the business and society, and between business and
the planet.
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Corporate social responsibility sees limited overlap
between the business and society, and between business and the planet. All of
the other statements describe conscious marketing.
37. Which
of the following statements regarding conscious marketing is correct?
38. A. It
recognizes that business is a subset of society, and that society is a subset
of the planet.
39. It
sees limited overlap between the business and society, and between business and
the planet.
40. It is
often grafted on to traditional business model, usually as a separate
department or part of PR.
41. It
reflects a mechanistic view of business.
42. It is
independent of corporate purpose or culture.
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: 3 Hard
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Conscious marketing recognizes that business is a
subset of society, and that society is a subset of the planet. The other
statements reflect corporate social responsibility.
38. When
marketers work in controversial or polluting industries such as tobacco or
fossil fuels, their central activities largely bar them from becoming
39. ethical
human beings.
40. B. conscious
marketers.
41. profitable.
42. successful.
43. recognized.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Role of Ethics in Marketing
Feedback: When marketers work in controversial or polluting
industries such as tobacco or fossil fuels, their central activities largely
bar them from becoming conscious marketers.
39. Which
of the following descriptions embodies conscious marketing principles?
40. not
socially responsible
41. questionable
firm practices, yet donates a lot to the community
42. neither
socially nor ethically responsible
43. not
involved with the larger community
44. E. both
ethically and socially responsible
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Role of Ethics in Marketing
Feedback: A firm that embodies conscious marketing is both
socially and ethically responsible.
40. New
real estate disclosure regulations require sellers and their agents to tell
prospective buyers about any existing problems with the property. Previously,
they were expected only to answer buyers’ questions. The new regulation
addressed the marketing ethics problem of
41. high-pressure
sales techniques.
42. deceptive
pricing tactics.
43. misrepresentation
of company data.
44. misleading
advertising.
45. E. withholding
information.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Ethical Issues in Marketing
Feedback: Withholding or destroying information that could hurt
a company’s sales or image is considered unethical.
41. When
making decisions, managers often have to decide between doing what is
beneficial for them (and possibly the firm) in the short run, and doing what is
right and beneficial for the firm and for society in the long run. To address
this conflict, a firm
42. must
evaluate its quarterly profit statement from an ethics standpoint.
43. must
state its long-term goals in general terms, so as to not interfere with
managers’ short-term goals.
44. must
always put society’s needs ahead of the firm’s needs.
45. D. must
align the short-term goals of each employee with the long-term, overriding
goals of the firm.
46. should
adhere rigidly to legal standards in its industry.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Ethical Decision Making
Feedback: To avoid potentially unethical behaviors, conscious
marketing seeks to align the short-term goals of each employee with the
long-term, overriding goals of the firm.
42. To
avoid having ethical situations become problematic for a firm, the short-term
goals of each employee must
43. A. be
aligned with the long-term goals of the firm.
44. be
overridden by the overall goals of the firm.
45. become
secondary to the needs of the remaining stakeholders.
46. be
reviewed on an annual basis.
47. change
on a regular basis.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Role of Ethics in Marketing
Feedback: To avoid unethical situations causing problems for a
firm, it is important that the short-term goals of each employee be aligned
with the long-term goals of the firm.
43. Compared
to the average company, firms with strong ethical climates tend to
44. employ
more business development consultants.
45. offer
more goods and services.
46. C. be
more socially responsible.
47. invest
more in sales training software.
48. have
higher turnover.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-06 Describe how ethics constitute an
integral part of a firm’s conscious marketing strategy.
Topic: Role of Ethics in Marketing
Feedback: A strong ethical climate and social responsibility
often (though not always) go hand in hand.
44. Courses
of action such as halting the market research project, making responses
anonymous, and instituting training on the AMA Code of Ethics for all
researchers would be identified during the __________ stage.
45. planning
46. identification
47. implementation
48. D. brainstorming
49. evaluation
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: After the marketing firm has identified the
stakeholders and their issues and gathered the available data, all parties
relevant to the decision should come together to brainstorm any alternative
courses of action. These might include halting the market research project,
making responses anonymous, or instituting training on the AMA Code of Ethics.
45. The
XYZ firm is in Step 4 of its ethical decision-making process. Executives were
asked to take the Publicity test using an ethical-decision making metric. All
scores were in the “No” column. What does this mean?
46. The
situation is not ethically troubling to the executives.
47. The
executives need to step back and reflect on how they wish to proceed.
48. C. The
situation is ethically troubling to the executives.
49. The
executives need to retake the test or take the moral mentor test instead.
50. The
results are invalid and the executives need to take the transparency test.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: If scores tend to be in the “Yes” area, then the
situation is not ethically troubling. If, in contrast, scores tend to be in the
“No” area , it is ethically troubling. If scores are scattered or are in the
“Maybe” area, executives need to step back and reflect on how they wish to
proceed.
46. Ironically,
while the leaders of Enron Corporation were manipulating the company’s finances
for their personal benefit, the company was a major donor to Houston area
charities. Enron had unethical business practices, but was also
47. practicing
marketing ethics.
48. falsifying
the company’s finances through charitable donations.
49. creating
a local ethical business climate.
50. D. demonstrating
corporate social responsibility.
51. manipulating
the public sentiment for its own benefit.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-03 Differentiate between conscious
marketing and corporate social responsibility.
Topic: Corporate Social Responsibility
Feedback: Enron was exhibiting unethical behavior through its
financial manipulation, while at the same time demonstrating social
responsibility through its charitable donations.
47. The
ethical decision-making framework includes all of the following steps except
48. identify
issues.
49. B. promote
the firm’s corporate social responsibility efforts.
50. gather
information and identify stakeholders.
51. brainstorm
alternatives.
52. choose
a course of action.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Corporate social responsibility is separate from the
ethical decision-making framework.
48. Garrett
has just purchased a beer distributorship. He wants to increase the visibility
of his firm in local markets, but he knows there are a number of regulations
and socially accepted practices associated with promoting alcoholic beverages.
The first thing Garrett should do is to
49. A. identify
issues that need to be addressed.
50. promote
the firm’s corporate social responsibility efforts.
51. gather
information and identify stakeholders.
52. brainstorm
alternatives.
53. choose
a course of action.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Identifying potential ethical issues is the first step
in the ethical decision-making process.
49. Hisaoki
picks up the local newspaper and reads a stinging letter to the editor
criticizing his beverage company for supporting a sporting event for children
with disabilities. The letter writer is critical of a banner displayed at the
event with the logos of alcoholic beverages and Hisaoki’s company name. Hisaoki
never considered that this problem might arise. Hisaoki’s company failed to
50. A. identify
issues.
51. promote
the firm’s corporate social responsibility efforts.
52. analyze
the needs of the industry.
53. brainstorm
and evaluate alternatives.
54. choose
a course of action.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Hisaoki failed to identify possible ethical issues in
advertising alcoholic beverages at an event for children.
50. Many
corporations are shifting from defined benefit to defined contribution
retirement programs. When considering changes to retirement programs, the
primary stakeholders are the
51. shareholders.
52. B.
53. customers.
54. marketing
managers.
55. competition.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Stakeholders effect on Marketing Strategy
Feedback: The primary stakeholders are the employees whose
retirement programs are changing.
51. When
Bernie Ebbers, WorldCom’s CEO, was convicted of financial crimes, WorldCom was
forced to merge with MCI. One of the ramifications of this merger was the loss
of WorldCom’s sponsorship of the Sea Pines Heritage PGA golf tournament. The
tournament funds the Heritage Foundation, a major community charity. This
example illustrates
52. the
need to identify issues.
53. B. that
the impact of unethical actions can reach far beyond the corporation.
54. that
unethical firms cannot be socially responsible.
55. the
lack of information needed to make ethical decisions.
56. the
questionable advantage of social responsibility.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-01 Define conscious marketing.
Topic: Role of Ethics in Marketing
Feedback: The impact of the CEO’s behavior reached beyond his
company, affecting members of the community who formerly benefited from the
work of the Heritage Foundation.
52. All
of the following statements regarding corporate social responsibility are
true except
53. firms
believe that they have legal and economic duties in addition to
responsibilities to society.
54. B. a
firm’s responsibilities to society are not associated with the demands, expectations,
requirements, and desires of various stakeholders.
55. CSR
can be defined as context-specific actions and policies, taking stakeholders’
expectations into account, to achieve what is referred to as the triple bottom
line.
56. today,
virtually all large and well-known companies engage in some form of CSR.
57. CSR
actions are voluntary.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: A firm’s responsibilities to society associated with
the demands, expectations, requirements, and desires of various stakeholders.
53. The
Harvest County School Board is concerned about deteriorating school facilities,
combined with a shrinking budget. The board began by studying the issue, and
then identified parents, children, teachers, staff, and taxpayers as groups who
have a vested interest in the problem. The school board has listened to each
group’s concerns. In the ethical decision-making framework, its next action
should be to
54. identify
issues of concern to lawmakers.
55. assess
impact of its actions beyond the classroom.
56. C. engage
in brainstorming alternatives.
57. choose
a course of action.
58. evaluate
the legal ramifications.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The school board has completed the first two steps of
the ethical decision-making framework. The third step is to assemble the
stakeholders to brainstorm for alternatives.
54. After
a firm has identified the various stakeholders and their issues and gathered
available data related to an ethical decision-making situation, __________
should engage in brainstorming and evaluating alternatives.
55. the
senior managers most involved
56. key
customers
57. elected
officials
58. D. all
parties relevant to the decision
59. any
individuals with competing interests
AACSB: Teamwork
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: All relevant parties should participate in
brainstorming and evaluation.
55. After
a firm has identified the various stakeholders and their issues and gathered
available data related to an ethical decision-making situation, all parties
relevant to the decision should
56. engage
in legal discourse.
57. vote,
with the majority deciding the best course of action.
58. reidentify
the issues.
59. choose
a course of action.
60. E. brainstorm
for alternatives.
AACSB: Teamwork
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: It is too soon to make a choice—at this point, the
involved parties should brainstorm and then evaluate alternatives.
56. After
a firm has identified the various stakeholders and their issues and gathered
the available data, all parties relevant to the decision should engage in
brainstorming and evaluating alternatives. __________ then review and refine
these alternatives, and choose a course of action.
57. A. Company
leaders and managers
58. The
firm’s lawyers
59. Key
customers
60. Community
leaders
61. All
stakeholders
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Although all stakeholders should be involved in the
earlier steps of the process, company leaders and managers review and refine
alternatives, leading to the final step.
57. Darwin’s
company is facing a difficult ethical issue. The firm has identified the
various stakeholders and their issues and gathered the available data. Everyone
with an interest in the issue has engaged in brainstorming and evaluating
alternatives. Management reviewed and refined the alternatives. It should now choose
the course of action that
58. maximizes
profits.
59. creates
the least possible publicity.
60. involves
the fewest employees.
61. minimizes
costs.
62. E. seems
best after weighing the concerns of all stakeholders.
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: The purpose of the earlier stages of the process is to
identify stakeholders’ issues and generate possible solutions. The final stage
is to weigh this information and select the alternative that does the best job
of addressing the issues.
58. Rock-Bend
Company is considering buying out a competing firm and closing most of the
competitor’s factories. The firm has identified the various stakeholders and
their issues and gathered the available data. Everyone with an interest in the
issue has engaged in brainstorming and evaluating alternatives. Management
reviewed and refined the alternatives, and then chose a course of action. If
the managers are not confident about the decision, they should
59. lower
their offering price for the competing firm.
60. B. reexamine
their alternatives.
61. consult
customers.
62. trust
their instincts and move forward.
63. choose
the least risky option.
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: Perhaps the chosen course of action is not truly the
best choice. By reexamining the alternatives, the firm may find a better
choice.
59. Imagine
the use (or misuse) of data collected from consumers by a marketing research
firm. One of the issues that might arise is the way the data are collected. At
what step in the framework for ethical decision making would this issue be
identified by tthe marketing research firm?
60. A. Step
1
61. Step
2
62. Step
3
63. Step
4
64. Step
5
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: There are four steps in the framework for ethical
decision making. Step 1 is identifying issues. Step 2 is gathering information
and identifying stakeholders. Step 3 is brainstorming alternatives. Step 4 is
choosing a course of action.
60. Denny
is considering the question, “Did our actions have a negative impact on any
stakeholder group?” Denny is addressing marketing ethical issues in the
__________ phase of the strategic marketing planning process.
61. planning
62. B. control
63. implementation
64. brainstorming
65. situation
analysis
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Stakeholders effect on Marketing Strategy
Feedback: This question evaluates the outcome of marketing
decisions, which takes place in the control phase.
61. Every
year, General Mills issues a report discussing how the firm has performed
against its own standards of conscious marketing. This report is part of
General Mills’s __________ phase of its strategic marketing planning process.
62. planning
63. implementation
64. C. control
65. evolution
66. marketing
mix
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: General Mills is evaluating its performance, which is
a part of the control phase.
62. Charges
that firms are using “sweatshop” labor to produce their products are likely to
occur during the __________ phase of the strategic marketing planning process.
63. planning
64. B. implementation
65. control
66. evolution
67. marketing
mix
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Ethical Issues in Marketing
Feedback: The implementation phase is where the marketing mix is
implemented, and is thus the place where the use of sweatshop labor becomes a
public issue.
63. Marketers
that include ethical policies and standards in the firm’s mission or vision
statements are introducing these concepts at which stage of the strategic
marketing planning process?
64. implementation
phase
65. control
phase
66. C. planning
phase
67. evaluation
phase
68. idea
generation phase
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: During the planning phase, marketers will decide what
level of commitment to its ethical policies and standards it is willing to
declare publicly. It is during this phase that ethical statements in the firm’s
mission or vision statements can be incorporated.
64. During
the __________ phase of the strategic marketing planning process, marketers
utilize systems to check whether each conscious marketing issue raised in
earlier phases was addressed.
65. implementation
66. B. control
67. planning
68. assessment
69. social
responsibility
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: The firm assesses its performance regarding ethics
during the control phase.
65. Alicia
has been asked to approve a marketing campaign that, although it is not
illegal, promotes food products to children. She is concerned that the food
products are not particularly nutritious, although they are not as bad for
children as some others sold by competitors. By using the ethical
decision-making metric, Alicia will
66. ignore
the metric as unworkable, since the campaign might pass some of the tests and
fail others.
67. consider
the profit potential first; then explore the vague tests in the metric.
68. not
worry about the children; their parents are likely to make the buying decision,
and they should be able to decide for themselves.
69. D. evaluate
the alternative using a series of questions.
70. consult
the firm’s code of ethics for guidance and leave personal ethical
considerations out of the decision-making process.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: If Alicia has concerns arising out of her personal
ethics, she needs to pause and ask more questions before making a go/no-go
decision.
66. CSR
can be described as context-specific actions and policies, taking stakeholders’
expectations into account, to achieve what is referred to as the triple bottom
line. The triple bottom line includes ________ performance.
67. A. economic,
social, and environmental
68. economic,
social, and political
69. financial,
economic, and social
70. social,
environmental, and political
71. financial,
social, and environmental
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: One definition describes CSR as context-specific
actions and policies, taking stakeholders’ expectations into account, to
achieve what is referred to as the triple bottom line: economic, social, and
environmental performance.
67. When
Toyota owners began to report problems with sticking accelerator pedals and
nonfunctioning brakes, Toyota at first ignored or rejected the claims.
Eventually, the company evaluated the issue and issued a recall. Which of the
four steps of the ethical decision-making framework was Toyota performing when
it recalled several of its 2007-2010 models?
68. assess
risk
69. identify
issues
70. gather
information and identify stakeholders
71. brainstorm
and evaluate alternatives
72. E. choose
a course of action
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: When using the ethical decision-making framework, the
first step is to identify the issues. The next three steps are to gather
information, brainstorm/evaluate alternatives, and finally to choose a course
of action. Toyota, in issuing its recall, had chosen a course of action.
68. For
every consumer who purchases a pair of TOMS shoes for $55, the company promises
that a needy child will receive a pair of shoes. TOMS shoes is actively
engaging in
69. A. corporate
social responsibility.
70. business
ethics.
71. marketing
ethics.
72. environmental
marketing.
73. overpricing
of its products.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-02 Describe what constitutes marketing’s
greater purpose.
Topic: Corporate Social Responsibility
Feedback: TOMS shoes is engaged in corporate social
responsibility by making shoes available to children in need.
69. If
Melissa decides to sell the best ice cream on earth, and intends to establish a
strong ethical climate in her organization, during which phase of the strategic
marketing planning process should she introduce ethical considerations?
70. A. planning
71. implementation
72. control
73. experience
74. ethics
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: Firms should begin establishing an ethical climate at
the planning phase by including ethical statements in the firm’s mission or
vision statements.
70. Anupam’s
company manufactures industrial ladders. He is concerned that consumers who do
not understand ladder safety will purchase these extra-tall ladders and injure
themselves. During which phase of the strategic marketing planning process
should this issue be addressed?
71. control
72. planning
73. C. implementation
74. design
75. ethics
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-05 Explain how conscious leadership can
produce a conscious culture in the firm.
Topic: Role of Ethics in Marketing
Feedback: During the implementation phase, the company can
discuss targeting decisions and implementing the marketing mix appropriately to
minimize this risk. Perhaps safe use of the ladder should be emphasized in
marketing communications, or perhaps steps should be taken to discourage
certain consumers from buying these ladders.
71. A
meat-packing company discovers that six months ago it unknowingly distributed
meat from a cloned cow. The firm is unaware of any specific risks to humans
consuming the meat; however, some scientists have raised questions, and some
consumers are afraid of possible future problems. The meat company has to decide
whether or not to make this matter public. How should it begin the process of
making an ethical decision?
72. Brainstorm
the available alternatives.
73. Ask
its managers to vote for or against public disclosure.
74. Let
the board of directors decide what to do.
75. D. Identify
the issues raised by the situation.
76. Find
out who purchased the meat, and offer them refunds in return for their silence.
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-07 Identify the four steps in ethical
decision making.
Topic: Ethical Decision Making
Feedback: It is too late to recall the meat—it has been consumed
or discarded long ago—so emergency action is neither possible nor necessary.
The company should begin the ethical decision-making framework by identifying
all issues raised by this situation. This should happen before attempting to
choose a course of action.
72. Elena
is the CEO of a small manufacturing firm. She is concerned with meeting the
investment objectives of the firm’s shareholders, and sees no value in
corporate social responsibility. Elena’s attitude is
73. insupportable
in the 21st century.
74. B. consistent
with the views of other critics of corporate social responsibility.
75. typical
of nearly all manufacturers.
76. a reaction
to regulatory directives of the U.S. government.
77. unethical.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 04-01 Define conscious marketing.
Topic: Corporate Social Responsibility
Feedback: Which is the more important corporate objective:
making a profit or protecting customers, employees, and the broader needs of
society and the environment? This question underlies a primary dilemma that
marketers have long faced.
73. How
might a technology company like Appleensure that it behaves in a socially
responsible way toward its employees?
74. It
can pay at least minimum wage when the law requires it.
75. It
can adhere to government-mandated safety standards in the workplace.
76. C. It
can ensure that pay practices are fair at all levels of the company.
77. It
can ensure that its packaging materials are recyclable.
78. Social
responsibility isn’t relevant where employees are concerned; they are paid for
their work and that’s enough.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: Obeying the law when it comes to minimum wage and
safety isn’t sufficient to be considered socially responsible—the firm is
simply behaving legally. Using recyclable materials would be a socially
responsible practice, but it serves society (the environment), not specifically
employees. By ensuring fair pay practices, though, Apple would be treating its
employees in a socially responsible manner.
74. How
might a technology company like Appleensure that it behaves in a socially
responsible way toward its customers?
75. A. It
can protect the privacy of personal information collected on its website.
76. It
can adhere to government-mandated safety standards in its stores.
77. It
can ensure that it pays its employees fairly.
78. It
can ensure that its packaging materials are recyclable.
79. Social
responsibility isn’t relevant where customers are concerned; it has to do with
serving society as a whole.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
Feedback: Obeying the law when it comes to safety isn’t
sufficient to be considered socially responsible—the firm is simply behaving
legally. Using recyclable materials would be a socially responsible practice,
but it serves society (the environment), not specifically customers. Similarly,
fair pay practices serve employees, not specifically customers. Apple can
exhibit socially responsible behavior toward customers by treating their
personal information with respect.
75. How
might Starbucks ensure that it behaves in a socially responsible way toward
members of its supply chain?
76. It
can pay its employees minimum wage as required by law.
77. It
can use cups made from recycled paper.
78. It
can offer healthy drinks and snacks in its stores.
79. D. It
can purchase coffee beans from suppliers who pay coffee growers a fair price.
80. Social
responsibility isn’t relevant where channel partners are concerned; it has to
do with serving society as a whole.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 04-04 Describe the ways in which conscious
marketing helps various stakeholders.
Topic: Corporate Social Responsibility
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