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