A social audit refers to

A social audit refers to

A. a systematic assessment of a firm's compliance to fair hiring practices and commitment to diversity.
B.a company-wide assessment of employees at all levels to determine the compliance to the organization's code of ethics.
C. conducting business in a way that protects the natural environment while making economic progress.
D. a systematic assessment of a firm's objectives, strategies, and performance in terms of social responsibility.
E. the ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis.


Answer: D

A thematic assessment of a firm's objectives, strategies, and performance in terms of social responsibility is referred to as

A thematic assessment of a firm's objectives, strategies, and performance in terms of social responsibility is referred to as

A. a business mission.
B. the strategic marketing process.
C. a SWOT analysis.
D. a social audit.
E. an accountability analysis.



Answer: D

Which of the following statements concerning cause marketing is MOST accurate?

Which of the following statements concerning cause marketing is MOST accurate?

A The vast majority of consumers say they will switch to a brand that supports a good cause provided theprice and quality of the brands are equal.
B. The profits generated by cause marketing are usually paid in "goodwill" rather than actual revenue. CThe positive effects of cause marketing are significant during the promotion, but they lose their benefitalmost immediately after the promotion runs its course.
D. Cause marketing rarely creates a point of difference for the firm that engages in this marketing practice.
E Women are much more suspicious about the sincerity of cause marketing programs than men;therefore, their contributions are significantly less.

Answer: A & C

When American Express pioneered cause marketing, it raised $1.7 million to renovate a national icon, increased usage among cardholders, and

When American Express pioneered cause marketing, it raised $1.7 million to renovate a national icon, increased usage among cardholders, and

A. became the only credit card accepted for admission to the sight.
B. decreased outstanding debt on previously unpaid credit cards.
C. was able to raise interest rates without facing customer complaints.
D. received a tax credit that more than paid for the original campaign.
E. attracted new cardholders.


Answer: E

American Express Company pioneered cause marketing when it sponsored the renovation of

American Express Company pioneered cause marketing when it sponsored the renovation of 

A. Carnegie Hall.
B. Madison Square Garden.
C. Liberty Hall.
D. the Statue of Liberty.
E. the Lincoln Memorial.



Answer: D

Cadbury Canada recognized that education is crucial to lifting Ghanaian children out of poverty. Cadbury worked with its lead partner, World Vision Ghana, to identify every child in cocoa-farming villages who had to walk at least three kilometers or more each way to school. In the spring of 2009, Cadbury Canada launched a program that encouraged consumers to enter the bar codes of their candy and chocolate bars online. Each entry represented one bicycle part and 100 parts "built" one bike. The biggest-ever shipment of bicycles to Ghana—5,000 in total—is helping thousands of kids get to school and get a head start on a brighter future. The is an example of

Cadbury Canada recognized that education is crucial to lifting Ghanaian children out of poverty. Cadbury worked with its lead partner, World Vision Ghana, to identify every child in cocoa-farming villages who had to walk at least three kilometers or more each way to school. In the spring of 2009, Cadbury Canada launched a program that encouraged consumers to enter the bar codes of their candy and chocolate bars online. Each entry represented one bicycle part and 100 parts "built" one bike. The biggest-ever shipment of bicycles to Ghana—5,000 in total—is helping thousands of kids get to school and get a head start on a brighter future. The is an example of

A. philanthropic marketing.
B. cause marketing.
C. societal marketing.
D. public relations marketing.
E. transactional marketing.



Answer: B

Cadbury Canada recognized that education is crucial to lifting Ghanaian children out of poverty. Cadbury worked with its lead partner, World Vision Ghana, to identify every child in cocoa-farming villages who had to walk at least three kilometers or more each way to school. In the spring of 2009, Cadbury Canada launched a program that encouraged consumers to enter the bar codes of their candy and chocolate bars online. Each entry represented one bicycle part and 100 parts "built" one bike. The biggest-ever shipment of bicycles to Ghana—5,000 in total—is helping thousands of kids get to school and get a head start on a brighter future. The is an example of

Cadbury Canada recognized that education is crucial to lifting Ghanaian children out of poverty. Cadbury worked with its lead partner, World Vision Ghana, to identify every child in cocoa-farming villages who had to walk at least three kilometers or more each way to school. In the spring of 2009, Cadbury Canada launched a program that encouraged consumers to enter the bar codes of their candy and chocolate bars online. Each entry represented one bicycle part and 100 parts "built" one bike. The biggest-ever shipment of bicycles to Ghana—5,000 in total—is helping thousands of kids get to school and get a head start on a brighter future. The is an example of

A. philanthropic marketing.
B. cause marketing.
C. societal marketing.
D. public relations marketing.
E. transactional marketing.



Answer: B