MULTIPLE CHOICE QUESTIONS

15. Firms possessing certain core competencies are more likely to create competitive advantages based on these competencies. However, before a competitive advantage can be translated into specific customer benefits, the firms __________ must recognize that its competencies give it an advantage over the competition.

a.	management
b.	target markets
c.	Shareholders
d.	employees
e.	strategic partners

16. To ensure that ethics and social responsibility are thoroughly incorporated into the firms strategic planning process, the firms __________ should never be silent about ethical requirements and social responsibility.

a.	marketing plan
b.	code of conduct
c.	leadership team
d.	culture
e.	training materials

17. Essentially, having a climate of ethics and social responsibility is all about creating trust among a firms stakeholders. To gain trust, the firm and its employees must continuously uphold:

a.	their promises with respect to advertising and promotion.
b.	their standards of integrity.
c.	the firms right and responsibility to be profitable.
d.	their standards of fair competition in the marketplace.
e.	their legal responsibilities.

18. The link between marketing ethics/social responsibility and firm performance has been documented repeatedly over time. This link is most evident in firms that have a strong __________.

a.	market orientation
b.	stakeholder orientation
c.	sense of customer loyalty
d.	ethical climate
e.	employee satisfaction program

19. Most firms that experience ethical or legal problems actually have a code of conduct or an ethical compliance program in place. Why is it that these firms can still have ethical problems despite having a code of ethics or compliance program?

a.	Their codes typically dont cover high risk issues.
b.	Their codes are typically written by consultants outside the firm.
c.	Their codes are typically not integrated into daily decision making.
d.	Their codes are written with no input from employees or customers.
e.	Their codes are mandated by regulation rather than originating from within the firm.

20. With respect to regulating marketing ethics, a key advantage of self-regulatory programs like the Better Business Bureau is the fact that they are:

a.	less costly and more practical to implement.
b.	typically, stricter than government regulations.
c.	easier to enforce.
d.	tied to state and local regulatory agencies.
e.	All of the above.