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Question 1
Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?
Perceptual mapping
Brand extensions
Brand cannibalizations
Point-of-difference
Question 2
Which of the following is known in marketing as attributes of a product or service that may not be unique to the product or service?
Points-of-reference
Brand reference
Points-of-parity
Points-of-difference
Question 3
What is the second stage of the consumer buying process?
Buyer satisfaction
Purchase decision
Information search
Evaluation of alternatives
Question 4
Which market is known as the invisible market segment?
African American
Asian American
Caucasian American
Hispanic American
Question 5
Which group is experiencing the fastest population growth today?
Asian Americans
Caucasian Americans
Hispanic Americans
African Americans
Question 6
Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and
create
inflate
communicate
infuse
Question 7
In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?
Response to
Value to
Dimension to
Relationship to
Question 8
What other dimension helps market segments be measurable, substantial, accessible, and differentiable?
Functional
Actionable
Obtainable
Reasonable
Question 9
When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?
Internet
Business associates
Standard & Poor’s
Trade directories
Question 10
Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?
Segment acid test
Segment attractiveness
Marketing-mix strategy
Needs-based segmentation
Question 11
When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision?
Elimination-by-aspects heuristic
Conjunctive heuristic
Lexicographic heuristic
Indirect heuristic
Question 12
Which of the following would consumers associate closely with a brand?
Brand attitudes
Customer focuses
Points of reference
Points-of-difference
Question 13
Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?
Competitive analysis
Industry analysis
Brand positioning bull’s eye
Brand perceptual analysis
Question 14
Which of the following is used to determine a competitive frame of reference for brands to compete against other brands due to their closeness as substitutes?
Product membership
Category membership
Market membership
Industry membership
Question 15
Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?
Product demand
Value proposition
Consumer response
Value-added product
Question 16
Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, and
possession
positive marketing
positioning
perceptual mapping
Question 17
Which other dimension is the VALS classification system based on besides consumer motivation?
Consumer retention
Consumer resources
Consumer beliefs
Consumer support
Question 18
Which term describes the diverse needs of many ethnic market segments?
Multicultural marketing
Multifaceted marketing
Multidiversity marketing
Mass marketing
Question 19
How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
Two
Eight
Seven
Nine
Question 20
Which of the following do brand mantras attempt to define?
Brand equity
Points of difference to other brands
Brand identity
Similarity to other brands
Question 21
Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization?
Undifferentiated
Niche
Direct
Concentrated