Test you understanding of key chapter concepts by working through this quiz. You can check your answer by clicking on the arrow to the right or on what you think the correct answer is.  The correct answer will then be revealed to you for that question.

1. Which of the following were historically considered acceptable in marketing communications

  1. sexism
  2. racism
  3. health claims for tobacco products
  4. all of the above 



D. all of the above 


2. Which product was marketed as ‘torches of freedom’

  1. candles
  2. light bulbs
  3. cigarettes
  4. French fries



C. cigarettes


3. How are social norms and marketing communications related

  1. bidirectional
  2. society influences communication content
  3. communication content influences society
  4. none of the above



A. bidirectional


4. Which groups remain most underrepresented?

  1. black consumers
  2. white consumers
  3. gay consumers
  4. lesbian consumers



D. lesbian consumers


5. Normative approaches to ethics are usually

  1. rules-based
  2. flexible
  3. subject to long consultations
  4. non-judgemental



A. rules-based


6. Which of these religions have been used as guides for marketing behaviour?

  1. Judaism
  2. Islam
  3. Christianity
  4. all of the above, and more



D. all of the above, and more


7. Which appeals are most likely to cause offence when used across different cultures?

  1. wealth
  2. health
  3. enjoyment
  4. sex



D. sex


8. The use of sex appeals is most frequent in

  1. individualistic countries
  2. collectivistic countries
  3. countries in the Northern Hemisphere
  4. countries in Asia



A. individualistic countries


9. Ethical considerations across different cultures are

  1. easy and straightforward
  2. defined by legal frameworks
  3. complicated and complex
  4. dependent on the geographical proximity of the countries



C. complicated and complex


10. Relative approaches assume that

  1. there are relatively few rules
  2. there is no universal set of ethical principles
  3. relative GDP determines the ethical superiority
  4. there are universal norms



B. there is no universal set of ethical principles