Principles of Marketing 15th Global Edition - TB chapter 20

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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter20SustainableMarketing:SocialResponsibilityandEthics1)Themarketingconceptisaphilosophyof________.A)salesandprofitmaximizationB)customervalueandmutualgainC)servingshortterminterestsoverlongtermgainsD)servingthecompa

2、ny'sinterestsovertheconsumers'E)promotionvalueandcompanygainAnswer:BPageRef:582AACSB:EthicalUnderstandingandReasoningAbilitiesSkill:ConceptObjective:20-1Difficulty:Easy2)________callsformeetingthepresentneedsofconsumersandbusinesseswhilealsopreservingorenhancingtheabili

3、tyoffuturegenerationstomeettheirneeds.A)SustainablemarketingB)AmbushmarketingC)ConsumerismD)EnvironmentalismE)StrategicplanningAnswer:APageRef:582AACSB:EthicalUnderstandingandReasoningAbilitiesSkill:ConceptObjective:20-1Difficulty:Easy3)The________isspecificallyfocusedo

4、nfuturecompanyneeds.A)societalmarketingconceptB)strategicplanningconceptC)directmarketingconceptD)telemarketingconceptE)consumerbusinessconceptAnswer:BPageRef:583Skill:ConceptObjective:20-1Difficulty:Easy46Copyright©2014PearsonEducation,Inc.4)The________isspecificallyfo

5、cusedonthefuturewelfareofconsumers.A)strategicplanningconceptB)directmarketingconceptC)societalmarketingconceptD)consumerbusinessconceptE)telemarketingconceptAnswer:CPageRef:583AACSB:EthicalUnderstandingandReasoningAbilitiesSkill:ConceptObjective:20-1Difficulty:Easy5)Mc

6、Donald's"PlantoWin"strategyhasaddedhealthyfoodoptionstoitsmenu,phasedouttraditionalartery-cloggingtransfats,launchedamajormultifacetededucationcampaign,andaddressedenvironmentalissues."PlantoWin"bestexemplifiesthe________.A)sustainablemarketingconceptB)directmarketingco

7、nceptC)mercantilismconceptD)strategicplanningconceptE)consumerbusinessconceptAnswer:APageRef:585AACSB:EthicalUnderstandingandReasoningAbilitiesSkill:ConceptObjective:20-1Difficulty:Moderate6)TheBeautyShop,amanufacturerofskincareproducts,usesonlyplantbasedmaterialsforits

8、cosmeticproducts.Itsupportsseveralenvironmentalprotectionmovementsandmovementsdefendinghumanrights.Thisaccount