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.