Business > Quiz > BUS 370 Starbucks Makes Its Brand More Consumer Friendly (GRADED A) Q&A | California State Universit (All)

BUS 370 Starbucks Makes Its Brand More Consumer Friendly (GRADED A) Q&A | California State University

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BUS 370 Starbucks Makes Its Brand More Consumer Friendly In what way does Howard Schultz's description of the Starbucks coffee shop demonstrate concern for consumer stakeholders? a. It focuses on ... growth. b. It focuses on profits. c. It focuses on efficiency. d. It focuses on people. Howard Schultz states that Starbucks delivers a "deep sense of community" and satisfies consumers' "hunger for human connection." In advertising, such statements might be rightly characterized as: a. ad creep b. concealed facts c. exaggerated claims d. comparative advertising If Schultz had chosen to advertise Starbucks by pointing out the inferiority of a competitor's product and/or labor practices, this would be an example of: a. psychological appeals. b. concealed facts. c. comparative advertising. d. all of these The idea that Starbucks is accountable to meet certain demands and interests of customers is a concept known as: a.customer relationship management. b.comparative advertising. c.self-regulation. d.consumerism. Many consumers want to know facts about the ingredients of Starbucks coffee products, or how the products are produced. The idea that consumers are entitled to such facts relates to the following part of the "Consumer's Magna Carta": a.the right to be informed b.the right to choose c.the right to be heard d.none of these Starbucks has a duty to be accurate in describing the size, ingredients, and benefits of its food products. In the United States, this function is enforced by the: a.Children's Advertising Review Unit (CARU) b.Federal Trade Commission (FTC) c.Environmental Protection Agency (EPA) d.Consumer Financial Protection Agency (CFPA) Howard Schultz makes a claim that Starbucks has the means to produce "the best cup of brewed coffee you can find." In advertising, such statements might be rightly characterized as: a.ad creep. b.concealed facts. c.comparative advertising. d.puffery. If Starbucks wanted to give consumers a powerful stake in the company's marketing and advertising practices, the company would need to embrace: a.co-opted self-regulation. b.self-discipline. c.mandated self-regulation. d.pure self-regulation. Which statement in the clip underscores Howard Schultz's consumer-oriented management approach? a. "We discovered a piece of equipment that literally makes the best cup of brewed coffee you can find." b. "We are in the people business serving coffee" c. "Katie Couric got Via right." d. "We're staying within our core business, but there will be adjacent products that are complementary to the coffee." [Show More]

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