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121. In order to promote ethical cultures, companies should ________. a. disseminate a written code of ethics b. build a company tradition of ethical behavior c. hold people responsible for observing ethical and legal guidelines d. all of the above e. none of the above 122. 2006 saw the highly publicized launch of (RED), a campaign created to raise awareness and money for The Global Fund by teaming with brands such as American Express, Motorola, Converse, and Gap to produce (PRODUCT)RED branded products. For these companies, this is an example of ________. a. cause-related marketing b. social marketing c. sustainable business d. awareness marketing e. corporate philanthropy 123. Cadbury’s “Sports for Schools” promotion offered sports and fitness equipment for schools in exchange for tokens. The problem was, the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Cadbury’s problem can be best summarized as ________. a. consumers did not value the cause Cadbury was promoting b. cynical customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive c. consumers resented being sold an inferior product on the back of a cause-marketing program d. all of the above e. none of the above 124. What is the danger to a firm of limiting its cause-related marketing to one particular cause? a. It may limit the consumers or other stakeholders who could transfer positive feelings from the cause to the firm. b. The cause may go out of business as a cure is found or the problem(s) is(are) eliminated. c. The cause may be subject to government regulations or investigations, thereby embarrassing the firm. d. The cause may not reach enough consumers for the firm to realize a profit from the support. e. The firm must cover many bases because they sell to many consumers. 125. ________ measures the relative contribution of different factors to a gap in sales performance. a. Sales analysis b. Annual-plan control c. Sales-variance analysis d. Efficiency control e. Strategic control  Â