Reference no: EM13782538
1.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
Points-of-difference
Brand reference
Points-of-parity
2.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
Conjunctive heuristic
Elimination-by-aspects heuristic
Lexicographic heuristic
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
Marketing-mix strategy
Segment attractiveness
Needs-based segmentation
4.Which term describes the diverse needs of many ethnic market segments?
Multifaceted marketing
Multicultural marketing
Mass marketing
Multidiversity marketing
5.Which of the following would consumers associate closely with a brand?
Brand attitudes
Points of reference
Points-of-difference
Customer focuses
6.Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?
Value proposition
Product demand
Value-added product
Consumer response
7.Which group is experiencing the fastest population growth today?
Caucasian Americans
Asian Americans
Hispanic Americans
African Americans
8.Which other factor does an organization's marketing strategy focus on: segmentation, targeting, and
positioning
perceptual mapping
possession
positive marketing
9.What is the second stage of the consumer buying process?
Buyer satisfaction
Information search
Purchase decision
Evaluation of alternatives
10.Which other dimension is the VALS classification system based on besides consumer motivation?
Consumer beliefs
Consumer resources
Consumer support
Consumer retention
11.Which of the following do brand mantras attempt to define?
Points of difference to other brands
Brand identity
Brand equity
Similarity to other brands
12. 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
Response to
Value to
13.Which market is known as the invisible market segment?
Asian American
Hispanic American
African American
Caucasian American
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
Industry membership
Market membership
15.How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
Two
Nine
Seven
Eight
16.What other dimension helps market segments be measurable, substantial, accessible, and differentiable?
Obtainable
Functional
Actionable
Reasonable
17.Which of the following marketing strategies does not concentrate on recognizing differences in customers' needs in the organization?
Concentrated
Direct
Niche
Undifferentiated
18.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 cannibalizations
Brand extensions
19.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
Brand perceptual analysis
Competitive analysis
Industry analysis
20. Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and
create
communicate
inflate
infuse
21.When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today's competitive market environment?
Business associates
Internet
Trade directories
Standard & Poor's
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