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