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