MKTG 123 - Chapter 14

Chapter 14

Which of these represents the worldwide consumer class population?

A. 500 million
B. 1 billion
C. 1.7 billion
D. 3 billion

C. 1.7 billion

Which percentage of the world accounts for more than three-quarters of global consumption?

A. Wealthiest 5%
B. Wealthiest 10%
C. Wealthiest 20%
D. Wealthiest 30%

C. Wealthiest 20%

What significant mistake did KFC make in the UK and Ireland in 2018?

A. Offered expired food
B. Ran out of chicken
C. Launched an unpopular menu
D. Closed restaurants unexpectedly

B. Ran out of chicken

What term refers to using public relations techniques sensitive to local cultures?

A. Global synergy
B. Local advocacy
C. Think Global, Act Local
D. Consumer globalization

C. Think Global, Act Local

Volkswagen damaged its reputation primarily due to:

A. High product pricing
B. Defective airbags
C. Emissions deception
D. Labor disputes

C. Emissions deception

Which of these is NOT listed as an objective of consumer relations?

A. Reducing costs
B. Keeping old customers
C. Ignoring customer complaints
D. Attracting new customers

C. Ignoring customer complaints

Consumer-generated media primarily originates from:

A. Company websites
B. Traditional TV ads
C. Social media and review sites
D. Newspaper advertisements

C. Social media and review sites

What percentage of dissatisfied customers typically complain?

A. 1%
B. 4%
C. 10%
D. 20%

B. 4%

An "ombudsperson" originally handled complaints regarding:

A. Product quality
B. Pricing issues
C. Public officials' abuses
D. Advertising accuracy

C. Public officials' abuses

The consumer movement began in America with which legislation?

A. Food and Drug Act
B. Criminal Fraud Statute
C. Interstate Commerce Commission Act
D. Trade Commission Act

B. Criminal Fraud Statute

Who authored the influential book "Unsafe at Any Speed"?

A. Upton Sinclair
B. Ralph Nader
C. John F. Kennedy
D. Steve Jobs

B. Ralph Nader

President Kennedy's consumer bill of rights included all EXCEPT:

A. Right to safety
B. Right to low prices
C. Right to be informed
D. Right to choose

B. Right to low prices

CVS Health resigned from the U.S. Chamber of Commerce due to activism regarding:

A. Animal rights
B. Antismoking laws
C. Plastic use
D. Employee wages

B. Antismoking laws

Which company faced criticism for poor working conditions at its supplier's factory?

A. Samsung
B. McDonald's
C. Apple
D. Volkswagen

C. Apple

Chile banned toys from being included in which type of meals?

A. Vegetarian meals
B. Children's fast-food meals
C. Adult combo meals
D. School meals

B. Children's fast-food meals

What was the initial unintended meaning of Coca-Cola's brand name in Chinese?

A. Refreshing drink
B. Sweet beverage
C. Bite the wax tadpole
D. Happiness drink

C. Bite the wax tadpole

According to the chapter, what is essential for international business success regarding brand names?

A. High pricing strategies
B. Multilingual awareness
C. Minimal packaging
D. Complex advertising campaigns

B. Multilingual awareness

Which country investigated the Baidu search engine after a tragic incident involving experimental treatment?

A. Japan
B. South Korea
C. China
D. United States

C. China

What was a key benefit mentioned about investing in consumer relations?

A. Increased advertising spending
B. Enhanced employee satisfaction
C. Addressing customer criticism promptly
D. Fewer regulations

C. Addressing customer criticism promptly

Consumer Reports is known for what primary activity?

A. Promoting consumer boycotts
B. Evaluating products
C. Publishing advertisements
D. Advocating for companies

B. Evaluating products