Scenario 4

question 106

Multiple Choice

Scenario 4.2 Use the following to answer the question.
WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in manufacturing innovative and nutritious food products. Silk Soymilk was first launched in 1996 and is committed to the health of its customers, as well as the health of the planet. At Silk, they have offset all of their energy consumption with wind power, preventing over 16,000 tons of greenhouse gases from entering the atmosphere each year. Silk Soymilk is made from a mixture of organic and natural, non-genetically-modified soybeans, reducing the amount of pesticides in the air, soil, and water. Since 2002 they have been sponsoring the FarmAid concert, whose mission is to keep family farmers on their land and ensure a safe, healthy food supply for all Americans.
Refer to Scenario 4.2. Silk Soymilk's sponsorship of the FarmAid concert is best thought of as an example of its

• A) cause-related marketing effort.
• B) ethical responsibility.
• C) green marketing strategy.
• D) philanthropic activities.
• E) environmental strategy.

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Definitions:

Identifiable

Able to be recognized or distinguished as separate and distinct from others, often used in contexts like assets recognition in accounting.

Market Knowledge

An understanding of the dynamics of a specific market, including competitors, customer behavior, and market trends.

Trained Staff

Employees who have received specific education, instruction, and practice to improve their skills and competencies for their job roles.

Controlled

In a business context, it refers to the ability to direct the management and policies of a company through ownership, contract, or influence.