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Marketing, 14e (Kerin) Chapter 2: Developing Successful Organizational and Marketing Strategies 1) Ben & Jerry's mission to make the world a better place is linked to various organizational and marketing strategies, one of which is A) supporting farmers who agree to use sustainable farming practices, implementing fair working standards, and investing in local communities. B) the intent of making modest profits without sacrificing high product quality standards. C) ingredients that are all completely organic and are available only in Vermont to ensure freshness and contribute to the local economy. D) a commitment to donating a percentage of profits to Teach for America. E) ingredients that come exclusively from developed countries promoting Fair Trade practices. 2) Ben & Jerry's mission-driven approach led the company to successfully implement many highly creative organizational and marketing strategies. One example includes A) ISO 9000, promoting the quality concept through its commitment to making the finest ice cream from the best ingredients. B) "linked prosperity," which encouraged the success of all constituents including employees. C) Regeneration Nation, generating enough revenue for the firm to be a completely nonprofit organization. D) Give and Go, donating 10 percent of its net profits to local charitable causes and an additional 5 percent to support producers that practice sustainable farming. E) PartnerShops, Ben & Jerry scoop shops that are independently owned and operated by community-based nonprofit organizations. 3) Ben & Jerry's has earned B-Corp certification, which means it has A) reached the goal of generating enough revenue to be a completely nonprofit organization. B) a sustainable financial basis of profitable growth, increasing value for stakeholders and expanding opportunities for development and career growth for employees. C) the goal of making profits for selected charitable organizations such as Fair Trade. D) been recognized for its efforts to solve social and environmental problems. E) been instrumental in expanding into international markets by creating dairies for developing nations. 4) Which of the following statements regarding Ben & Jerry's is most accurate? A) Ben & Jerry's is owned by Unilever, the market leader in the global ice cream industry. B) Ben & Jerry's is a privately owned ice cream producer. C) Ben & Jerry's prides itself on offering more ice cream flavors than its competitors. D) Ben and Jerry are not real people; the names were a clever reference to Tom and Jerry cartoon characters in order to capitalize on childhood nostalgia. E) Ben & Jerry's has only been in business for 20 years and is already the industry leader in premium ice cream.

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Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...

Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...