Scenario 3

question 46

Multiple Choice

Scenario 3.4 Use the following to answer the questions.
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 gasses from entering the atmosphere each year. Silk Soymilk is made from a mixture of organic and natural, non-genetically modified soy beans, 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 own land and ensure a safe, healthy food supply for all Americans.
Refer to Scenario 3.4. Silk Soymilk's use of organic, non-genetically modified soybeans in its product is an example of

• A) green marketing.
• B) social consciousness.
• C) ethical responsibility.
• D) cause-related marketing.
• E) corporate benevolence.

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Definitions:

Cultural Differences

The variations in the practices, customs, and behaviors of different societies or groups of people.

Motivation

The combination of forces that drive people to satisfy their needs.

Psychographics

The study of personality, values, opinions, attitudes, interests, and lifestyles of people, used in market research.

Demographics

Statistical data relating to the population and particular groups within it, often used for marketing, policy-making, and social research.