Question 1

A primary goal of marketing is to develop a customer base that will desire and purchase a firm's products.

Accepted Answer

The primary goal of marketing is to attract and retain customers by understanding their needs and desires, ultimately leading to the purchase of the firm's products or services.

Question 2

Personal beliefs used as standards in guiding an individual's actions are also known as values.

Accepted Answer

Personal beliefs used as standards in guiding an individual's actions are also known as morals.

Question 3

Morals direct people as they make decisions about everything from personal conduct, to sexual behavior, to work activities, to family life, and interaction with other individuals.

Accepted Answer

Morals are principles or standards of behavior that guide individuals in determining what is right or wrong in various aspects of life, influencing their decisions and actions.

Question 4

Marketing critics have voiced the concern that marketing persuades individuals to purchase goods and services they do not need and cannot afford.

Accepted Answer

Marketing often uses persuasive techniques to influence consumer behavior, which can lead to individuals buying products they don't necessarily need or can afford.

Question 5

While credit cards are easy to obtain, overspending is also due to an epidemic, cultural change in our society caused by people seeking immediate gratification.

Accepted Answer

While credit cards are easy to obtain and have an impact on overspending, it is also true that overspending appears to be an epidemic, cultural change in our society caused by people seeking immediate gratification.

Question 6

The criticism that marketing overemphasizes materialism is not valid because marketers are only responding to society's desire for products and to the credit and debt facilitation that creditors offer.

Accepted Answer

The criticism that marketing overemphasizes materialism is valid, but in response marketers would say they are only responding to society's desire for materialistic products. It also assumes that materialism is bad for society.

Question 7

In comparing developing countries with the United States and other highly developed countries, it is obvious that materialism has a negative impact on society and on the standard of living people enjoy.

Accepted Answer

In comparing developing countries with the United States and other highly developed countries, it is obvious that materialism has a positive impact on society and on the standard of living people enjoy.

Question 8

Marketing can produce intangible benefits for brands such as consumer trust and belief in the quality of a brand.

Accepted Answer

Marketing efforts can enhance a brand's reputation, build consumer trust, and create a perception of quality, which are intangible benefits.

Question 9

In terms of U.S. ad spending by the top U.S. megabrands, the top seven are either automobile brands or restaurants.

Accepted Answer

The top 7 are either brands of automobiles or wireless telephone companies.

Question 10

Advertising expenditures in the United States account for approximately 8.8% of the GDP.

Accepted Answer

Advertising expenditures in the United States totaled $271 billion and account for approximately 2.2% of the GDP. Total marketing-related expenditures account for 8.8% of the GDP.

Question 11

Traditionally, advertising accounts for about 50 percent of all marketing dollars spent.

Accepted Answer

Traditionally, advertising accounts for about 25 percent of all marketing dollars spent.

Question 12

While some would argue that marketing capitalizes on human weaknesses, it is clear that marketing is just responding to human behavior, especially in terms of responding to the desire to be physically attractive.

Accepted Answer

While some would argue that marketing is just responding to human behavior, it can be debated as to whether marketing is trying to capitalize on human weakness.

Question 13

In terms of the ethical criticism that marketing shapes inappropriate cultural values, one issue is that of free speech and free enterprise. As long as firms are not violating laws, such as selling cigarettes to minors, companies should have the right to market their products like any other organization.

Accepted Answer

In terms of the ethical criticism that marketing shapes inappropriate cultural values, one issue is that of free speech and free enterprise. As long as firms are not violating laws, such as selling cigarettes to minors, companies believe they should have the right to market their products like any other organization.

Question 14

The fact that today products such as condoms, feminine hygiene products, male sexual enhancement drugs, and underwear are advertised regularly on television is evidence that marketing indeed molds social and cultural values.

Accepted Answer

Today products such as condoms, feminine hygiene products, male sexual enhancement drugs, and underwear are advertised regularly on television. But the issue is up for debate if marketing is molding social and cultural values or if marketing is simply responding to social and cultural values.

Question 15

Many critics of marketing believe that advertisements are becoming more offensive. Sex and nudity in advertisements are the most troubling and controversial issues.

Accepted Answer

Many critics argue that the use of sex and nudity in advertisements can be seen as offensive and controversial, as it may objectify individuals and push societal boundaries.

Question 16

A primary argument against companies being able to advertise to children is that children have not reached maturity and do not have the reasoning ability of adults.

Accepted Answer

Children are still developing cognitively and may not have the critical thinking skills to understand the persuasive intent of advertisements, making them more susceptible to influence.

Question 17

Bait and switch is the situation when a retailer promotes a special deal on a particular brand and then when consumers arrive at the store, the retailer attempts to get them to switch to a higher-priced item.

Accepted Answer

Bait and switch, which is illegal, is the situation when a retailer promotes a special deal on a particular brand and then when consumers arrive at the store, the retailer attempts to get them to switch to a higher-priced item.

Question 18

Bait and switch tactics are considered illegal if 1) the retailer runs out of the merchandise before the sale ends and 2) the salesperson talks to customers about a higher-priced version of the product.

Accepted Answer

Bait and switch tactics are considered illegal if 1) the retailer does not stock enough of the merchandise with the intention of not having any in stock when customers arrive and 2) the salesperson uses undue pressure to influence the customer to switch to a more expensive version of the product.

Question 19

When an advertisement for cologne or perfume promises that you will become more sexually attractive, it is considered misleading and deceptive and, therefore, illegal.

Accepted Answer

In most cases, the FTC and courts would view an advertisement for cologne or perfume that promised a person would become more sexually attractive as a case of puffery, and therefore, permissible.

Question 20

The more marketers understand about you as a consumer, the more efficient they can become in developing marketing material that will influence your purchase behavior.

Accepted Answer

The more marketers understand about you as a consumer, the more efficient they can become in developing marketing material that will influence your purchase behavior as well as others like you.

Quiz 3: Marketing Ethics, Regulations, and Social Responsibility