Quiz 1: Chapter 19

_______ infuses purpose into socially conscious brands, products, and services.

• Brand identification
• Sustainable marketing
• Product differentiation
• Qualifying buyers

Businesses that practice sustainable marketing may go beyond meeting environmental requirements and commit to using _______ energy

• clean
• recycled
• inexpensive
• coal

Companies are increasingly following an ESG structure to bring transparency to their sustainability efforts. What is ESG?

• Energy, society, gubernatorial
• Enigma, salient, giving
• Ecology, sustainability, goodness
• Environmental, social, governance

One of the foremost benefits when a business practices sustainable marketing is _______.

• enhanced brand recognition
• increased costs
• decreased competition
• reduced investment

Why did more than half of the respondents in an IBM study say they would alter their consumptions habits?

• To save money
• To save the planet
• To save their lifestyle
• To save fashionable products

Companies can evaluate increased investor interest to measure the _______ of their sustainability efforts.

• societal effect
• environmental impact
• innovation
• return on investment

Of the following, which is an important goal/metric of sustainability ROI?

• Employee well-being
• Easier regulatory compliance
• Charitable donations
• Utilizing biodegradable bags

People want more than a good product at a fair price. According to research, consumers want companies to take a stand on issues such as sustainability, transparency, good working conditions, and alignment with consumers’ values. This alignment is called brand _______.

• personality
• purpose
• advertising
• stance

When a company uses its core purpose as the focus of its marketing strategies, the business is aligning purpose and brand in _______.

• innovative marketing
• customer-value marketing
• consumer-oriented marketing
• mission-driven marketing

Dove’s Real Beauty campaign touched consumers’ emotions and established positive brand associations for women. Why is this kind of message important for both consumers and brands?

• No other businesses are approaching marketing this way
• Social media is all that is necessary to reach the target audience
• It feels authentic
• Dove is an exclusive brand