Question 1

Select the practice that is not a form of consumer manipulation.

Accepted Answer

A)  Cigarette advertising aimed at children
B)  Ads aimed at elderly population for such goods as Medicare supplementary insurance, casinos and gambling, nursing homes, and funeral services
C)  Researching the criteria that a typical buyer uses to select a particular make and model of automobile
D)  Selling an extended automobile warranty or theft protection products to a customer who is anxious about the whole process of buying an automobile C

Question 2

Ethical wrong is done either by intending to deceive consumers in order to manipulate their buying behavior, treating them as a mere means to one's own ends (the Kantian approach) or by the harmful consequences for consumers, competitors and overall market efficiency (the utilitarian approach) but not by both.

Accepted Answer

A) True 
 B)False

Question 3

Hundreds of millions of people are themselves supplying personal information to businesses through the use of personal social media accounts.

Accepted Answer

A) True 
 B)False

Question 4

Identify the statement that provides a reason why manipulation of consumers is not relevant to marketing ethics.

Accepted Answer

A)  Knowing consumers' psychological profiles through marketing research, their motivations, interests, desires, beliefs, anxieties, and fears facilitates manipulation of their behavior.
B)  Some marketing practices target populations that are particularly susceptible to manipulation and deception.
C)  One need not necessarily deceive a person in order to manipulate him or her.
D)  Manipulation doesn't necessarily entail total control over a person; it may simply be a process of subtle direction or management.
E)  All of the answers are correct.F) None of the answers are correct.

Question 5

Robert Arrington argues that marketing influences us by appealing to pre-existing and independent desires, and since marketing does not prevent us from renouncing those desires, and as long as we don't renounce them, they must still be considered autonomous.

Accepted Answer

A) True 
 B)False

Question 6

Sales, unlike marketing that is directed to general populations, are directed to individuals, and, as a result, any salesperson who fails to stop a sales pitch when he or she suspects that a customer's decision-making is not autonomous, is acting unethically.

Accepted Answer

A) True 
 B)False

Question 7

Any effort by the Federal Trade Commission (FTC) to evaluate expected deceptive marketing practices would be seriously flawed because it would mean punishing business on the basis of what the FTC thinks might happen rather than on what actually does happen.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following examples are ways in which persons are vulnerable as consumers because they are vulnerable in some more general sense?

Accepted Answer

A)  Elderly persons vulnerable to injuries and illnesses might be compelled to make consumer choices based on fear or guilt.
B)  A grieving family member might make choices for funeral services based on guilt or sorrow.
C)  An inner-city resident who is poor, uneducated, and chronically unemployed is unlikely to weigh the consequences of using drugs or alcohol.
D)  A person afflicted with a medical condition or disease might feel fear associated with the condition that can lead to uninformed consumer choices.
E)  All of the answers are correct.F) None of the answers are correct. E

Question 9

It is impossible to manipulate someone without deceiving them.

Accepted Answer

A) True 
 B)False

Question 10

Identify the statement that would not support the idea that determining precise standards for what constitutes deception and how best to regulate it is problematical.

Accepted Answer

A)  The primary ethical wrong is in the intent to deceive, to intend to use someone's buying behavior for one's own ends. To prevent this wrong from occurring, the Federal Trade Commission (FT
C)   would have to punish on the basis of what it thinks a marketing practice will do to consumers rather that what it actually does to them.
B)  It is enough to prevent beforehand harms that deceptive practices might do rather than regulate them after the harms have been done.
C)  Regulation might be too strong because it may well turn out that consumers are deceived by relatively trivial marketing practices.
D)  Regulation might be too weak if it places the burden on consumers to prove the deception.

Question 11

If consumers are being manipulated by advertising, what are some key ethical implications?

Accepted Answer

A)  Individual autonomy, the central element of Kantian respect for persons, would be violated by the creation of wants.
B)  If consumers pursue trivial and contrived products, market exchanges only appear to increase overall satisfaction.
C)  Consumer autonomy is violated by advertising's ability to create nonautonomous desires.
D)  The economy of the affluent society is contrived and distorted.
E)  All of the answers are correct.F) None of the answers are correct.

Question 12

Select the statements that challenge the idea that marketers cannot be held liable for decisions that any individual makes.

Accepted Answer

A)  Marketing addresses populations, not, as sales do, individuals, so no direct causal connection can be demonstrated between a marketing campaign and an individual's choices to buy a product.
B)  If marketing is ineffective in influencing consumer choice, the marketers selling their services to businesses are committing fraud.
C)  Any individual may choose not to buy a marketed product.
D)  If marketing is effective and does influence consumer choices, it cannot disavow responsibility for the consequences of those choices.
E)  B and D.F) A and C.

Question 13

Select the statements reflecting the general sense of vulnerability that is relevant to target marketing.

Accepted Answer

A)  A person is vulnerable as a consumer because he or she is unable in some way to participate as a fully informed and voluntary participant in the market exchange.
B)  A person is vulnerable because he or she is the typical customer for a particular product.
C)  A person is vulnerable because he or she is susceptible to some physical, psychological, or financial harm other than the financial harm from an unsatisfactory market exchange.
D)  A person may be seen as vulnerable because he or she belongs to some ethnic group, or is poor, or is a resident of a particular neighborhood.
E)  A and D.F) A and C.

Question 14

Mass marketing seeks to promote one's product to the widest possible audience, with the assumption that sales will increase in proportion to the number of people exposed to the advertisement.

Accepted Answer

A) True 
 B)False

Question 15

Manipulation of a person, considered as a process of subtle direction or management, does not entail total control of that person.

Accepted Answer

A) True 
 B)False

Question 16

Even if marketing practices are effective, even if marketing can and does influence consumer choice, there is no reason to believe that marketing has any ethical responsibility for the consequences of choices made by consumers who are vulnerable to products that may harm their health.

Accepted Answer

A) True 
 B)False

Question 17

Even if most manipulation is done to further the manipulator's own ends at the expense of the person being manipulated, utilitarians would not generally be inclined to think that such manipulation necessarily lessens overall happiness.

Accepted Answer

A) True 
 B)False  False

Question 18

Both Gerald Dworkin and Roger Crisp would argue that critical reflection on a desire is not necessary for that desire to be autonomous.

Accepted Answer

A) True 
 B)False

Question 19

There is universal agreement for determining precise standards for what constitutes deception and how best to regulate it.

Accepted Answer

A) True 
 B)False

Question 20

What statement suggests that the Johnson & Johnson Tylenol ad stating that "last year hospitals dispensed 10 times as much Tylenol as the next four brands combined" was suspiciously deceptive?

Accepted Answer

A)  It was a simple statement of a valid claim about the product.
B)  It was an effort to call attention to the practice of selling the drug to hospitals at a deep discount.
C)  Johnson & Johnson wanted consumers to think that the medical profession and hospitals believed it was the most effective acetaminophen treatment on the market.
D)  Johnson & Johnson wanted to show its commitment to lowering medical costs to consumers.

Exam 9: Marketing Ethics: Advertising and Digital Marketing

Select the practice that is not a form of consumer manipulation.

Correct Answer
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C

Correct Answer
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Hundreds of millions of people are themselves supplying personal information to businesses through the use of personal social media accounts.

Correct Answer
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Identify the statement that provides a reason why manipulation of consumers is not relevant to marketing ethics.

Correct Answer
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Robert Arrington argues that marketing influences us by appealing to pre-existing and independent desires, and since marketing does not prevent us from renouncing those desires, and as long as we don't renounce them, they must still be considered autonomous.

Correct Answer
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Sales, unlike marketing that is directed to general populations, are directed to individuals, and, as a result, any salesperson who fails to stop a sales pitch when he or she suspects that a customer's decision-making is not autonomous, is acting unethically.

Correct Answer
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Any effort by the Federal Trade Commission (FTC) to evaluate expected deceptive marketing practices would be seriously flawed because it would mean punishing business on the basis of what the FTC thinks might happen rather than on what actually does happen.

Correct Answer
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Which of the following examples are ways in which persons are vulnerable as consumers because they are vulnerable in some more general sense?

Correct Answer
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E

It is impossible to manipulate someone without deceiving them.

Correct Answer
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Identify the statement that would not support the idea that determining precise standards for what constitutes deception and how best to regulate it is problematical.

Correct Answer
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If consumers are being manipulated by advertising, what are some key ethical implications?

Correct Answer
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Select the statements that challenge the idea that marketers cannot be held liable for decisions that any individual makes.

Correct Answer
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Select the statements reflecting the general sense of vulnerability that is relevant to target marketing.

Correct Answer
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Mass marketing seeks to promote one's product to the widest possible audience, with the assumption that sales will increase in proportion to the number of people exposed to the advertisement.

Correct Answer
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Manipulation of a person, considered as a process of subtle direction or management, does not entail total control of that person.

Correct Answer
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Even if marketing practices are effective, even if marketing can and does influence consumer choice, there is no reason to believe that marketing has any ethical responsibility for the consequences of choices made by consumers who are vulnerable to products that may harm their health.

Correct Answer
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Even if most manipulation is done to further the manipulator's own ends at the expense of the person being manipulated, utilitarians would not generally be inclined to think that such manipulation necessarily lessens overall happiness.

Correct Answer
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False

Both Gerald Dworkin and Roger Crisp would argue that critical reflection on a desire is not necessary for that desire to be autonomous.

Correct Answer
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There is universal agreement for determining precise standards for what constitutes deception and how best to regulate it.

Correct Answer
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What statement suggests that the Johnson & Johnson Tylenol ad stating that "last year hospitals dispensed 10 times as much Tylenol as the next four brands combined" was suspiciously deceptive?

Correct Answer
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Exam 9: Marketing Ethics: Advertising and Digital Marketing

Select the practice that is not a form of consumer manipulation.

Correct AnswerverifiedC

Correct AnswerverifiedShow Answer

Hundreds of millions of people are themselves supplying personal information to businesses through the use of personal social media accounts.

Correct AnswerverifiedShow Answer

Identify the statement that provides a reason why manipulation of consumers is not relevant to marketing ethics.

Correct AnswerverifiedShow Answer

Robert Arrington argues that marketing influences us by appealing to pre-existing and independent desires, and since marketing does not prevent us from renouncing those desires, and as long as we don't renounce them, they must still be considered autonomous.

Correct AnswerverifiedShow Answer

Sales, unlike marketing that is directed to general populations, are directed to individuals, and, as a result, any salesperson who fails to stop a sales pitch when he or she suspects that a customer's decision-making is not autonomous, is acting unethically.

Correct AnswerverifiedShow Answer

Any effort by the Federal Trade Commission (FTC) to evaluate expected deceptive marketing practices would be seriously flawed because it would mean punishing business on the basis of what the FTC thinks might happen rather than on what actually does happen.

Correct AnswerverifiedShow Answer

Which of the following examples are ways in which persons are vulnerable as consumers because they are vulnerable in some more general sense?

Correct AnswerverifiedE

It is impossible to manipulate someone without deceiving them.

Correct AnswerverifiedShow Answer

Identify the statement that would not support the idea that determining precise standards for what constitutes deception and how best to regulate it is problematical.

Correct AnswerverifiedShow Answer

If consumers are being manipulated by advertising, what are some key ethical implications?

Correct AnswerverifiedShow Answer

Select the statements that challenge the idea that marketers cannot be held liable for decisions that any individual makes.

Correct AnswerverifiedShow Answer

Select the statements reflecting the general sense of vulnerability that is relevant to target marketing.

Correct AnswerverifiedShow Answer

Mass marketing seeks to promote one's product to the widest possible audience, with the assumption that sales will increase in proportion to the number of people exposed to the advertisement.

Correct AnswerverifiedShow Answer

Manipulation of a person, considered as a process of subtle direction or management, does not entail total control of that person.

Correct AnswerverifiedShow Answer

Even if marketing practices are effective, even if marketing can and does influence consumer choice, there is no reason to believe that marketing has any ethical responsibility for the consequences of choices made by consumers who are vulnerable to products that may harm their health.

Correct AnswerverifiedShow Answer

Even if most manipulation is done to further the manipulator's own ends at the expense of the person being manipulated, utilitarians would not generally be inclined to think that such manipulation necessarily lessens overall happiness.

Correct AnswerverifiedFalse

Both Gerald Dworkin and Roger Crisp would argue that critical reflection on a desire is not necessary for that desire to be autonomous.

Correct AnswerverifiedShow Answer

There is universal agreement for determining precise standards for what constitutes deception and how best to regulate it.

Correct AnswerverifiedShow Answer

What statement suggests that the Johnson & Johnson Tylenol ad stating that "last year hospitals dispensed 10 times as much Tylenol as the next four brands combined" was suspiciously deceptive?

Correct AnswerverifiedShow Answer

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C

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E

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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False

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