Introduction to Business Unit 2 Milestone Sophia Course
1
A software company made a new game. The company first determined all males would be interested in the game but then narrowed their focus to all teenage boys interested in martial arts games.
Which of the following does this scenario illustrate?
Relationship marketing
Buzz marketing
Redlining
Market segmentation
CONCEPT
Marketing Strategy
2
A large cheesecake conglomerate is accused of scamming potential customers. A spokesperson for the company categorically denies these allegations.
Which social responsibility stance to marketing is illustrated in this situation?
Proactive
Defensive
Obstructionist
Accommodative
CONCEPT
Ethics and Marketing
3
Select the item below that illustrates push marketing.
Demonstrating a product at a trade show
Encouraging word of mouth referrals
Creating an in-store promotion
Developing a television commercial
CONCEPT
Push and Pull Marketing
4
Management at a company priced a product very low to enter a new market. The company offered a small amount of the product at two initial locations.
Which phase of the product life cycle below does this scenario illustrate?
Maturity
Introduction
Decline
Growth
CONCEPT
Product Life Cycle
5
In which of the ways below is green marketing different from green washing?
Promotes environmental benefits for social responsibility reasons
Produces non-genuine claims in an effort to gain more customers
Provides a competitive advantage for the company
Produces an image of a company that goes green for the wrong reasons
CONCEPT
Marketing the Environment Ethically
6
Guy wanted to buy the latest gaming system to fit in with his friends at school.
Which type of consumer behavior influence below does this illustrate?
Social
Psychological
Personal
Cultural
CONCEPT
Consumer Behavior
7
Which of the following is a problem a company may face when integrating technology into its marketing strategies?
How to become socially responsible in communities
How to handle privacy issues when customers share posts on social media
How to effectively differentiate its products from those of the competition
How to minimize the impact of false advertising in media
CONCEPT
Technology and Marketing
8
Which of the following is NOT a characteristic of marketing services?
Emphasizes the expertise of the provider
Emphasizes the time savings for consumers
Emphasizes the similarity to competitor's offerings
Emphasizes the level of customer service
CONCEPT
Markets in Marketing
9
An office supply company created a new office organization product. Its customers have very little knowledge about the product, and the company is willing to modify the product to adjust to the market.
Which phase of the product lifecycle below does the scenario describe?
Maturity
Introduction
Decline
Growth
CONCEPT
Product Life Cycle
10
Which of the following parts of the marketing plan details the steps a company will take to reach the marketing objectives?
Control tools
Evaluation
Implementation plan
Strategic plan
CONCEPT
The Marketing Plan
11
A clothing manufacturer uses various fabrics, threads and buttons to produce men's shirts to sell to consumers.
Which item within the scenario is NOT considered to be an industrial good?
Buttons
Threads
Fabrics
Shirts
CONCEPT
Markets in Marketing
12
Which of the following best describes branding?
A company uses its name and marketing techniques to create a perception in the minds of its customers.
A company uses marketing techniques to develop relationships with its new suppliers.
A company uses its name and marketing techniques to promote awareness of environmental issues.
A company uses marketing techniques to advertise a markdown of several of its products.
CONCEPT
Basics of Branding
13
Which of the following is true about promotion?
Promotion involves selecting the appropriate distribution channel for goods.
Public relations is considered promotion for some companies.
Companies typically select one type of media to use for promotional purposes.
Companies rely more on traditional advertising media than on internet advertising.
CONCEPT
Promotion
14
Which of the following is true about marketing?
Is used more for introducing a product than maintaining a product
Is used more by for-profit organizations than non-profit organizations
Is used more for products than for services
Is used more for increasing the demand for a product than its supply
CONCEPT
Basics of Marketing
15
Which of the following is the purpose of relationship marketing?
Differentiate product offerings
Influence consumer behavior
Foster customer loyalty
Penetrate new markets
CONCEPT
Evolution of Marketing
16
A cosmetic company created a new cream that claimed to use a well-known ingredient to reduce dark spots on skin. The cream contained just enough of the ingredient to list it on the package, but it was not enough to make the product effective.
Which of the following does this scenario illustrate?
Coloring
Sales promotion
Bait and switch
Angel dusting
CONCEPT
Truth in Advertising
17
Which of the following is a disadvantage to using an intermediary?
Can increase the cost of a product or service
Can provide convenience for the consumer
Can increase distribution capabilities
Can provide expertise a business may lack
CONCEPT
Place
18
Which of the following is NOT considered a convenience good?
Personal care product
Over-the-counter medicine
Coffee maker
Cleaning supplies
CONCEPT
Product
19
A software company developed a new virus protection software named LockDown. The box containing the CD displayed the company name and a small blue badge, as well as information about the product installation.
Which of the following would be considered the logo in this scenario?
Box
Product information
Company name
Blue badge
CONCEPT
Packaging
20
A company's marketing focus changes in which of the following ways when it uses a consumer-focused marketing mix?
A business tries to differentiate its products.
A business tries to improve relationships with suppliers.
A business tries to anticipate supply changes.
A business tries to think like its customers.
CONCEPT
Consumer-Focused Marketing Mix
21
Which of the following could a sporting goods store do to impact the information-seeking step of the consumer buying process?
Send an email reminder to member customers.
Use the website to answer customer questions.
Allow each customer to complete a survey after a purchase.
Offer warranty options during the purchase.
CONCEPT
Consumer Buying Process
22
Which of the following is an example of viral marketing?
A group of coworkers talks about the best ads shown during the telecast of a major football game.
A company enables people to join their loyalty program by completing a form on their website.
Subscribers to a company's email newsletter receive an announcement about an upcoming sale.
A company encourages customers to create and upload videos that show their friends and family using one of the company's products.
CONCEPT
Unique Branding
23
A company selling a new product would consider using a skimming pricing strategy for which of the following reasons?
To generate consumer interest in the product
To be competitive with companies selling similar products
To cover high marketing costs for a new product
To develop brand loyalty with its current market
CONCEPT
Price
1
An appliance maker determined many of their competitors were leading the market for one of their products. The company had experienced a continuous loss in sales over the past year.
Which of the following phases of the product lifecycle does this illustrate?
Maturity
Growth
Introduction
Decline
CONCEPT
Product Life Cycle
2
Which of the following best describes branding?
A company uses marketing techniques to develop relationships with its new suppliers.
A company uses its name and marketing techniques to promote awareness of environmental issues.
A company uses marketing techniques to advertise a markdown of several of its products.
A company uses its name and marketing techniques to create a perception in the minds of its customers.
CONCEPT
Basics of Branding
3
Which of the following is a specialty good?
Refrigerator
Socks
Smart phone
Custom painting
CONCEPT
Product
4
Hudson had an idea for a new style of lunch box for kids to use when going to school. When he founded his company, he stated that a certain portion of the profit made from every lunch box would be donated to feed hungry kids.
What type of social responsibility stance below did Hudson take?
Accomodative
Obstructionist
Proactive
Defensive
CONCEPT
Ethics and Marketing
5
Which of the following is NOT an example of false advertising?
Providing supporting proof that a vehicle is environmentally friendly since it gives off fewer pollutants.
Claiming clinically proven health results for a food product that lacks scientific testing reports.
Retouching before and after photos in an advertisement for a weight loss medicine.
Advertising an orange drink as juice when the ingredients do not list any juices.
CONCEPT
Truth in Advertising
6
Which of the following is NOT an example of marketing?
Product line display at a trade show
Television commercial to sell a new product
Press release for a company-sponsored charity event
Billboard display for a law firm
CONCEPT
Basics of Marketing
7
A manufacturer used raw materials and equipment to create flower pots to sell to gardening supply stores.
Which of the following types of good would the raw materials and equipment be considered?
Shopping good
Specialty good
Industrial good
Consumer good
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CONCEPT
Markets in Marketing
8
Which statement best describes push marketing?
Attracting consumers who want answers the company can provide
Devising ways to place a product in front of consumers
Developing methods to bring the market for a product to a company
Utilizing social media to improve the company image
CONCEPT
Push and Pull Marketing
9
Which of the following is true about a market segmentation?
Subdivides the market based on customer traits to focus marketing efforts
Details all of the possible markets a company should try to reach
Focuses more on promotion strategies than pricing strategies
Describes the phases a product goes through during its lifecycle
CONCEPT
Marketing Strategy
10
Which of the following could an online travel agency do to impact the evaluation of alternatives step of the consumer buying process?
Allow customers to describe their travel experiences on the website
Provide price comparisons on flight and booking information
Use banner ads as a form of advertisement
Show customer reviews from trips and flights
CONCEPT
Consumer Buying Process
11
A company created its own social media space called The Lounge, which included an interactive website with contests and forums for customers to talk about their own experiences with the company's products.
Which of the following does this scenario illustrate?
Market segmentation
Business branding
Product differentiation
Viral marketing
CONCEPT
Unique Branding
12
Which of the following parts of a product's distribution channel interacts with consumers?
A wholesaler
An intermediary
A retailer
A distributor
CONCEPT
Place
13
Which of the following is true about pricing?
Penetration pricing involves setting a high price for a new product to gain market share.
Perfect competition can cause a company to price products lower than its competitors.
The need for specialized research and development can increase the price of a product.
Skimming pricing involves setting a low price to introduce a product and to gain consumer interest.
CONCEPT
Price
14
An office supply company created a new office organization product. Its customers have very little knowledge about the product, and the company is willing to modify the product to adjust to the market.
Which phase of the product lifecycle below does the scenario describe?
Maturity
Decline
Introduction
Growth
CONCEPT
Product Life Cycle
15
Which of the following is NOT a problem associated with the use of social media in marketing?
Staying current with technology changes
Constant need for new content
Legal issues related to consumer privacy
Using social media to build customer loyalty
CONCEPT
Technology and Marketing
16
In which of the ways below is green marketing different from green washing?
Produces non-genuine claims in an effort to gain more customers
Promotes environmental benefits for social responsibility reasons
Provides a competitive advantage for the company
Produces an image of a company that goes green for the wrong reasons
CONCEPT
Marketing the Environment Ethically
17
Which of the following parts of the marketing plan details the steps a company will take to reach the marketing objectives?
Implementation plan
Strategic plan
Control tools
Evaluation
CONCEPT
The Marketing Plan
18
A software company developed a new virus protection software named LockDown. The box containing the CD displayed the company name and a small blue badge, as well as information about the product installation.
Which of the following would be considered the logo in this scenario?
Blue badge
Product information
Company name
Box
CONCEPT
Packaging
19
A company's marketing focus changes in which of the following ways when it uses a consumer-focused marketing mix?
A business tries to anticipate supply changes.
A business tries to think like its customers.
A business tries to differentiate its products.
A business tries to improve relationships with suppliers.
CONCEPT
Consumer-Focused Marketing Mix
20
Guy wanted to buy the latest gaming system to fit in with his friends at school.
Which type of consumer behavior influence below does this illustrate?
Social
Personal
Cultural
Psychological
CONCEPT
Consumer Behavior
21
Select the example below that represents a sales promotion.
A buy-one-get-one-free coupon for a dinner entree
A billboard advertisement that has an accompanying mobile app
A direct mail flyer that shows the new store location
A magazine ad that promotes a new line of printers
CONCEPT
Promotion
22
Which of the following best describes relationship marketing?
Emphasizes customer retention and satisfaction
Creates growth through increased sales
Uses alliances with other businesses to increase market share
Focuses on the values and ethics of the company
CONCEPT
Evolution of Marketing
23
You skipped this question and it was marked incorrect.
Elena owned a hair salon where she offered hair care services and related hair care products.
In which of the following ways would Elena market the hair care services differently than the hair care products?
She would focus on the variety of items available for customers to purchase.
She would focus on advertising the salon's upscale location and decor.
She would focus on the skill level and technique provided by the stylists.
She would focus on advertising that the salon uses hair products endorsed by celebrities.
CONCEPT
Markets in Marketing
1
Which of the following is the purpose of relationship marketing?
Differentiate product offerings
Foster customer loyalty
Influence consumer behavior
Penetrate new markets
CONCEPT
Evolution of Marketing
2
Which statement is an example of the threat component of a SWOT analysis?
A company is inadequately staffed for its projected growth.
A company determines the market for one of its products is growing quickly.
A company develops a proven, loyal customer base.
A company experiences price fluctuations for supplies because of a drought.
CONCEPT
The Marketing Plan
3
Which of the following is a problem a company may face when integrating technology into its marketing strategies?
How to become socially responsible in communities
How to handle privacy issues when customers share posts on social media
How to minimize the impact of false advertising in media
How to effectively differentiate its products from those of the competition
CONCEPT
Technology and Marketing
4
Which marketing strategy below is involved when a new business decides to aim its marketing efforts at families?
Target market
Viral marketing
Market segmentation
Holistic marketing
CONCEPT
Marketing Strategy
5
Guy wanted to buy the latest gaming system to fit in with his friends at school.
Which type of consumer behavior influence below does this illustrate?
Social
Personal
Psychological
Cultural
CONCEPT
Consumer Behavior
6
Which of the following is NOT considered a convenience good?
Personal care product
Coffee maker
Cleaning supplies
Over-the-counter medicine
CONCEPT
Product
7
A company created a line of cleaning products that uses natural ingredients instead of harsh synthetic chemicals.
What type of marketing below should the company use?
Holistic marketing
Green washing
Relationship marketing
Green marketing
CONCEPT
Marketing the Environment Ethically
8
A software company developed a new virus protection software named LockDown. The box containing the CD displayed the company name and a small blue badge, as well as information about the product installation.
Which of the following would be considered the logo in this scenario?
Box
Product information
Blue badge
Company name
CONCEPT
Packaging
9
Hudson had an idea for a new style of lunch box for kids to use when going to school. When he founded his company, he stated that a certain portion of the profit made from every lunch box would be donated to feed hungry kids.
What type of social responsibility stance below did Hudson take?
Obstructionist
Defensive
Accomodative
Proactive
CONCEPT hwacer.com
Ethics and Marketing
10
Elena owned a hair salon where she offered hair care services and related hair care products.
In which of the following ways would Elena market the hair care services differently than the hair care products?
She would focus on the variety of items available for customers to purchase.
She would focus on advertising the salon's upscale location and decor.
She would focus on the skill level and technique provided by the stylists.
She would focus on advertising that the salon uses hair products endorsed by celebrities.
CONCEPT
Markets in Marketing
11
In which of the following ways does a company market a product differently when it considers more of a consumer-focused marketing mix?
More time spent developing unique product features
More emphasis placed on using multiple forms of marketing media
More effort spent ensuring the shopping experience is convenient
More focused on trying to provide substitute products
CONCEPT
Consumer-Focused Marketing Mix
12
Jillian wants to buy a high-end designer handbag.
Select the step in the consumer buying process in which she will be highly involved.
Evaluation of alternatives
Post-purchase evaluation
Need recognition
Purchase
CONCEPT
Consumer Buying Process
13
Which of the following is a disadvantage to using an intermediary?
Can provide expertise a business may lack
Can provide convenience for the consumer
Can increase distribution capabilities
Can increase the cost of a product or service
CONCEPT
Place
14
A film studio produced a movie from a best-selling book. For two weeks, the studio advertised that a short trailer for the movie would be posted on a set date. Audiences, news outlets and entertainment shows talked about the movie for the two weeks leading up to its release.
Which of the following does this scenario illustrate?
Buzz marketing
Target market
Pull marketing
Branding
CONCEPT
Unique Branding
15
Management at a company priced a product very low to enter a new market. The company offered a small amount of the product at two initial locations.
Which phase of the product life cycle below does this scenario illustrate?
Maturity
Introduction
Decline
Growth
CONCEPT
Product Life Cycle
16
A beverage manufacturer used large, computerized machines to pour syrup and carbonated water into glass bottles to create soft drinks. The machines then placed caps on each bottle. The bottles of soft drinks were packaged together and shipped to retailers.
Which of the goods from the situation is a consumer good?
Computerized machines
Soft drinks
Syrup and carbonated water
Glass bottles
CONCEPT
Markets in Marketing
17
Which of the following is NOT an example of marketing?
Billboard display for a law firm
Press release for a company-sponsored charity event
Television commercial to sell a new product
Product line display at a trade show
CONCEPT
Basics of Marketing
18
Which of the following is an activity a company performs to promote a product or service?
Creating symbols to develop the brand
Identifying consumers who have a need
Creating relationships with suppliers
Informing consumers about the features of a product
CONCEPT
Promotion
19
Which of the following is true about pricing?
Penetration pricing involves setting a high price for a new product to gain market share.
The need for specialized research and development can increase the price of a product.
Perfect competition can cause a company to price products lower than its competitors.
Skimming pricing involves setting a low price to introduce a product and to gain consumer interest.
CONCEPT
Price
20
A company legally protected its name, logo and symbols to ensure none of these elements could be copied.
Which of the following does this scenario describe?
Branding
Packaging
Brand collateral
Trademark
CONCEPT
Basics of Branding
21
Which of the following exemplifies pull marketing?
Mailing coupons to customers
Direct selling at a store location
Updating a product's package design
Creating and updating a company blog
CONCEPT
Push and Pull Marketing
22
A cosmetic company created a new cream that claimed to use a well-known ingredient to reduce dark spots on skin. The cream contained just enough of the ingredient to list it on the package, but it was not enough to make the product effective.
Which of the following does this scenario illustrate?
Coloring
Angel dusting
Sales promotion
Bait and switch
CONCEPT
Truth in Advertising
23
Which of the following products is likely considered to be in the growth phase of the product life cycle?
Tablet devices, since customers are developing brand loyalty
Conventional cell phones, since most competition is leaving the market
DVD players, since sales have peaked
3D televisions, since few customers are aware of the product
CONCEPT
Product Life Cycle
If a new restaurant owner determines that she does not have sufficient funds to open a new location, where does this determination belong in her SWOT analysis?
Threat
Strength
Weakness
Opportunity
A cereal company started advertising its products as "gluten free" when consumers began avoiding products that contain gluten. The cereals the company produced had never contained gluten.
Which of the following does this scenario demonstrate?
Green washing
Push marketing
Holistic marketing
Green marketing
Which of the following is NOT a purpose for the packaging of a product?
To offer convenience to the consumer
To protect the product contents
To describe substitute products
To promote the company brand
Which of the following would cause a going-out-of-business sale to be considered false advertising?
The company reduces product prices.
The company begins the sale on time.
The company keeps the location open.
The company liquidates all inventory.
Which of the following is true about the consumer-focused marketing mix?
It aims to promote social responsibility.
It emphasizes the use of ethically sourced material.
It involves elements the business cannot control.
It involves copying strategies used by competitors.
A line of devices from an electronics manufacturer experienced a peak in sales. The company then decided to simplify the product line to focus on a few key devices and aggressively promoted these specific products.
The product is in which phase of the product life cycle?
Maturity
Introduction
Decline
Growth
Which statement describes a cultural influence in Olivia's search for a coffee shop on her way to work?
Olivia bought tea rather than coffee since that is what her Indian family always drank.
Olivia bought a pastry to go along with her tea since she was also hungry for breakfast.
Olivia added low-fat milk to her tea so that her drink would be healthier.
Olivia stopped in the coffee shop that all of her friends usually visit.
Which of the following best illustrates a substitute good?
Phillipe bought Brand B of diet soda when the price for Brand A increased.
Phillipe bought Brand A of diet soda because it was his favorite brand.
Phillipe went to a different store to see if he could find a good price on Brand A.
Phillipe decided not to purchase diet soda when the price for Brand A increased.
Girard owns a dry cleaning store. He decided to add a pickup and delivery service for an additional fee.
What should Girard do to market the pickup and delivery service differently than if he were just marketing a product?
Promote low dry cleaning prices
Promote early opening hours
Promote convenient store location
Promote time consumer will save
A garden supply company advertised that a specific brand of fertilizer was on sale for a limited time.
Which of the following is likely to be the reason the price was lowered?
The fertilizer brand is very popular and usually sells out quickly.
The company was able to buy a large amount of the fertilizer from its supplier.
The company will charge customers a fee for loading the fertilizer into their vehicles.
The company had to cover the expense of having the fertilizer delivered to the store.
Fletcher owned a large nursery that grew trees and shrubs. He sold his products to landscaping companies and major retailers in his region.
Fletcher would be considered which of the following?
A retailer
An intermediary
A wholesaler
A distributor
Select the item below that is a characteristic of holistic marketing.
Implementing targeted marketing programs for green products.
Focusing on marketing individual products to consumers
Considering all business aspects when marketing products
Combining different marketing techniques to sell a product
Which of the following is an example of marketing?
Launching a program aimed at improving the local community
Inviting consumers to rate a product on your website
Comparing products in a magazine article
Holding a news conference about a company merge
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