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The growing use of marketing intelligence raises ethical issues because some intelligence-gathering techniques involve questionable ethics.

Netflix streams more movie and program content by far than any other video service. Worldwide, Netflix’s 209 million paid subscribers watch more than 6 billion hours of movies, TV programs, and original Netflix content each month. But while avid Netflixers are busy watching Netflix, Netflix is also busy watching them–very, very closely. Every day, Netflix tracks and parses member data on tens of millions of searches, ratings, and “plays.” This is an example of ________.

Which of these is NOT a question to ask if you use the R-W-W new product screening framework?

A locally brewed kombucha brand’s sales are still increasing year over year, but the rate of increase has just started slowing, and profits have peaked and are beginning to decline as new competitors enter. Which product life cycle stage is this?

A meal kit delivery service is considering a demographic segmentation strategy targeting professionals aged 30–45 with household income above $100,000. Which of the following would not be considered a valid advantage of this approach?

Which of the following questions is most important for product designers to consider while developing a product?

All of the following are true about branding EXCEPT ________.

A Hawaiʻi-based nonprofit’s new executive director believes marketing just means “advertising and raising more donations.” A board consultant pushes back, explaining that marketing actually starts well before any campaign is created. Which statement best reflects the true purpose of marketing as a discipline?

A Maui-based artisan soap company wants to switch to compostable packaging after research shows 70% of its core customers rank eco-friendly packaging as a top purchase driver. Testing reveals the compostable wrapper cuts shelf life in half, but it also seals better against moisture and costs the same as the current wrapper. The company distributes to stores up to 10 days away by ground shipping, and the soap is currently rated fresh and sellable for 20 days from production. What should the company determine before deciding whether to switch?

A Hawaiʻi-based reef-safe sunscreen company states its mission as: “To protect Hawaiʻi’s coral reefs for future generations.” Its value proposition to customers reads: “Reef-safe protection that lets you enjoy the ocean without guilt.” A new marketing hire mistakenly tries to use the mission statement directly in a customer-facing ad campaign. What’s the core problem with this approach?