Quiz
cadvad
wk_2_quiz.docx1 Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?
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Perceptual mapping
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Brand extensions
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Brand cannibalizations
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Point-of-difference
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?
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Points-of-reference
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Brand reference
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Points-of-parity
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Points-of-difference
3 Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?
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Marketing-mix strategy
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Segment acid test
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Segment attractiveness
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Needs-based segmentation
4 What is the second stage of the consumer buying process?
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Purchase decision
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Information search
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Evaluation of alternatives
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Buyer satisfaction
5 Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?
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Value proposition
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Consumer response
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Value-added product
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Product demand
6 When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision?
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Elimination-by-aspects heuristic
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Lexicographic heuristic
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Conjunctive heuristic
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Indirect heuristic
7 Which of the following do brand mantras attempt to define?
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Points of difference to other brands
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Brand equity
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Similarity to other brands
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Brand identity
8 In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?
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Response to
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Dimension to
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Value to
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Relationship to
9 Which other dimension is the VALS classification system based on besides consumer motivation?
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Consumer retention
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Consumer support
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Consumer beliefs
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Consumer resources
10 How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
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Two
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Seven
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Nine
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Eight
11 Which term describes the diverse needs of many ethnic market segments?
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Multifaceted marketing
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Mass marketing
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Multidiversity marketing
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Multicultural marketing
12 What other dimension helps market segments be measurable, substantial, accessible, and differentiable?
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Reasonable
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Obtainable
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Actionable
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Functional
13 Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, and
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positive marketing
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positioning
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perceptual mapping
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possession
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?
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Industry membership
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Category membership
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Market membership
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Product membership
15 Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and
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infuse
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communicate
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create
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inflate
16 Which group is experiencing the fastest population growth today?
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Caucasian Americans
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African Americans
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Asian Americans
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Hispanic Americans
17 Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?
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Industry analysis
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Competitive analysis
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Brand perceptual analysis
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Brand positioning bull’s eye
18 Which market is known as the invisible market segment?
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Hispanic American
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Asian American
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African American
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Caucasian American
19 Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization?
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Direct
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Undifferentiated
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Niche
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Concentrated
20 When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?
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Internet
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Business associates
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Trade directories
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Standard & Poor’s
21 Which of the following would consumers associate closely with a brand?
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Points of reference
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Brand attitudes
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Customer focuses
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Points-of-difference
