MKT 571 Week 2 Quiz

1
Which of the following would consumers associate closely with a brand?

Brand attitudes

Points-of-difference

Customer focuses

Points of reference

2
What is the second stage of the consumer buying process?

Information search

Buyer satisfaction

Purchase decision

Evaluation of alternatives

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3
Which of the following is known as the process of creating a segment storyboard
to test the attractiveness of each segment?

Segment attractiveness

Segment acid test

Needs-based segmentation

Marketing-mix strategy

4
Which other dimension is the VALS classification system based on besides
consumer motivation?

Consumer retention

Consumer resources

Consumer support

Consumer beliefs

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5
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?

Market membership

Industry membership

Category membership

Product membership

6
When searching for a supplier, which of the following provides the broadest
reach of possible suppliers in todays competitive market environment?

Standard & Poors

Trade directories

Internet

Business associates

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7
Which of the following do brand mantras attempt to define?

Brand identity

Points of difference to other brands

Similarity to other brands

Brand equity

8
Which of the following is a tool a company uses to position its brands attributes
in the minds of those in the organization?

Brand perceptual analysis

Brand positioning bulls eye

Competitive analysis

Industry analysis

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9
In behavioral segmentation, a product or service is grouped by which other
dimension besides knowledge of, attitude toward, and use of?

Dimension to

Relationship to

Response to

Value to

10
Which market is known as the invisible market segment?

Asian American

Hispanic American

African American

Caucasian American

11
What other dimension helps market segments be measurable, substantial,
accessible, and differentiable?

Actionable

Reasonable

Obtainable

Functional

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12
How many primary groups does VALS classify U.S. adults into based on
personality traits and key demographics?

Seven

Nine

Eight

Two

13
Which term describes the diverse needs of many ethnic market segments?

Multidiversity marketing

Multifaceted marketing

Mass marketing

Multicultural marketing

14
When 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

Conjunctive heuristic

Lexicographic heuristic

Indirect heuristic

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15
Which of the following tools do marketers use to visually illustrate how
consumers view products or services on multivariables?

Brand cannibalizations

Brand extensions

Perceptual mapping

Point-of-difference

16
Which other factor does an organizations marketing strategy focus on:
segmentation, targeting, and

positioning

perceptual mapping

positive marketing

possession

17
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?

Brand reference

Points-of-difference

Points-of-parity

Points-of-reference

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18
Which other criteria helps make up the three criteria for a successful brand
mantra: inspire, simplify, and

inflate

communicate

infuse

create

19
Which of the following marketing strategies does not concentrate on recognizing
differences in customers needs in the organization?

Direct

Undifferentiated

Niche

Concentrated

20
Which group is experiencing the fastest population growth today?

African Americans

Asian Americans

Caucasian Americans

Hispanic Americans

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21
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

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MKT 571 Week 6 Final Exam

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