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