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