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Exam 4: Conscious Marketing,corporate Social Responsibility,and Ethics

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Question 71

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The focus of social media efforts targeted at customer interaction is building connections.

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Question 72

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For corporate leaders,their firm's ability to ___________ must be of paramount importance.

A) balance profits and expenses
B) balance employees' needs with the needs of the environment
C) balance shareholder interests with the needs of society.
D) benefit shareholders only
E) make a profit

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Question 73

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Conscious marketing encompasses all of the following overriding principles except

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?

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

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?

Which of the following descriptions embodies conscious marketing principles?

To achieve their objectives,marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.

Southwest Airlines operates a blog called Nuts About Southwest.A group of employees share the responsibility for posting items of potential interest to customers-for example,short videos about Southwest's travel destinations,articles (with photos) about special events,and news about airline promotions.Nuts About Southwest is an example of a

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.

If Katy Perry tweets a close-up of her eyelashes,lengthened by using a Cover Girl mascara product,then Cover Girl will have reached more than 80 million of Katy Perry's followers,even though Cover Girl has fewer than 2,000 Twitter followers.

YouTube is an example of which type of social media site?

A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

Instagram is an example of which type of social media site?

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

Darren has developed a better type of medication vial for travelers.He is not sure how to develop a marketing program for his product,as there are a few similar ones on the market.What technique can Darren use to analyze data from his competitor's websites,particularly to learn how people search for similar products online?

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.

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.

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?