0133850730_tb chapter 20

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1、PrinciplesofMarketing,16e(Kotler)Chapter20SustainableMarketing:SocialResponsibilityandEthics1)Themarketingconceptisaphilosophyof________.A)salesandprofitmaximizationB)customervalueandmutualgainC)servingshortterminterestsoverlongtermgainsD)servingthecompany

2、'sinterestsovertheconsumers'E)promotionvalueandcompanygainAnswer:BAACSB:EthicalunderstandingandreasoningSkill:ConceptObjective:LO20.1:Definesustainablemarketinganddiscussitsimportance.Difficulty:Moderate2)________callsformeetingthepresentneedsofconsumersan

3、dbusinesseswhilealsopreservingorenhancingtheabilityoffuturegenerationstomeettheirneeds.A)SustainablemarketingB)AmbushmarketingC)ConsumerismD)EnvironmentalismE)StrategicplanningAnswer:AAACSB:EthicalunderstandingandreasoningSkill:ConceptObjective:LO20.1:Defi

4、nesustainablemarketinganddiscussitsimportance.Difficulty:Easy3)The________conceptisspecificallyfocusedonfuturecompanyneeds.A)societalmarketingB)strategicplanningC)directmarketingD)telemarketingE)consumerbusinessAnswer:BSkill:ConceptObjective:LO20.1:Defines

5、ustainablemarketinganddiscussitsimportance.Difficulty:Easy46Copyright©2016PearsonEducation,Inc.4)The________conceptisspecificallyfocusedonthefuturewelfareofconsumers.A)strategicplanningB)directmarketingC)societalmarketingD)consumerbusinessE)telemarketingAn

6、swer:CAACSB:EthicalunderstandingandreasoningSkill:ConceptObjective:LO20.1:Definesustainablemarketinganddiscussitsimportance.Difficulty:Easy5)McDonald's"PlantoWin"strategyhasaddedhealthyfoodoptionstoitsmenu,phasedouttraditionalartery-cloggingtransfats,launc

7、hedamajormultifacetededucationcampaign,andaddressedenvironmentalissues."PlantoWin"bestexemplifiesthe________concept.A)sustainablemarketingB)directmarketingC)mercantilismD)strategicplanningE)consumerbusinessAnswer:AAACSB:EthicalunderstandingandreasoningSkil

8、l:ConceptObjective:LO20.1:Definesustainablemarketinganddiscussitsimportance.Difficulty:Moderate6)TheBeautyShop,amanufacturerofskincareproducts,usesonlyplant-basedmaterialsforitscosmeticproducts.Itsupportsseve