1. The desired outcome of Coca-Cola’s advertising is for people to exchange money for their product. (T/F)
2. The Coca-Cola Company’s decision to adopt a Responsible Marketing Policy indicates they will move forward in advertising with a societal marketing orientation. (T/F)
3. There are no major differences between sales and market orientations. (T/F)
4. The type of advertisements a company chooses to create are very important because marketing plays a very large role in society. (T/F)
5. Since Coca-Cola is sold at a low cost, it provides high customer value. (T/F)
6. Marketing is the activity, set of institutions, and processes for __________ offerings that have value for customers, clients, partners, and society at large.
a. creating
b. communicating
c. delivering
d. exchanging
e. All of these
7. Prior to the Responsible Marketing Policy, Coca-Cola used a __________ orientation for its advertising.
a. production
b. sales
c. market
d. societal marketing
8. If Coca-Cola decides to no longer use their iconic polar bears in holiday season advertising and they ask employees to submit ideas for replacement mascots, this would be an example of __________.
a. relationship marketing
b. empowerment
c. teamwork
d. co-creation
9. Customer relationship management (CRM) is a company-wide business strategy designed to optimize __________ by focusing on highly defined and precise customer groups.
a. profitability
b. revenue
c. customer satisfaction
d. A and B
e. All of these
10. Who at Coca-Cola needs to fully understand the company’s new Responsible Marketing Policy?
a. the marketing team
b. the CEO and his advisors
c. the accounting and finance departments
d. everyone in the organization
Givling Case Study
1-5 TRUE/FALSE
It has become a behavioral norm in the United States for students to finish college in debt.
The current student financial debt crisis is not an ethical issue because nothing illegal has occurred.
Lizbeth Pratt’s giving nature would be considered a virtue.
The stakeholder theory particularly applies to Givling because the players have as much to gain by its success as the owners.
Givling marketing is considered cause-related because it aims to solve the problem of student loan debt.
6-10 Multiple Choice
6. Which of the following modes of social control is NOT relevant to the student loan debt issue?
a. ethics
b. laws
c. formal and informal groups
d. self-regulation
e. the media
f. All modes of social control are relevant to the issue.
7. Pratt was able to see the issue with student loans after she personally declared bankruptcy. Investors she spoke with in Silicon Valley thought parents should just pay off the loans. Their differences in view can be explained because of the __________ theory.
a. deontological
b. utilitarian ethical
c. casuist ethical
d. moral relativism
8. Who are the stakeholders at Givling?
a. Lizbeth Pratt and the management team
b. Pratt’s husband and three friends who invested money
c. employees
d. customers
e. All of these
9. Based on your reading of the case, where on the pyramid of corporate responsibility does the responsibility to help students pay off their loans fall?
a. philanthropic
b. ethical
c. legal
d. economic
e. None of these
10. If Mead School Supplies ran a campaign providing a free-play Givling access code with each notebook purchase, this would be an example of __________ marketing.
a. corporate social
b. cause-related
c. green
d. sustainable