Which of the following do brand mantras attempt to define?
Brand identity
Brand equity
Similarity to other brands
Points of difference to other brands
2
Which market is known as the invisible market segment?
Hispanic American
African American
Caucasian American
Asian American
3
How many primary groups does VALS classify U.S. adults into
based on personality traits and key demographics?
Nine
Seven
Eight
Two
4
Which of the following is a tool a company uses to position
its brands attributes in the minds of those in the organization?
Competitive analysis
Brand positioning bullâs eye
Brand perceptual analysis
Industry analysis
5
When searching for a supplier, which of the following
provides the broadest reach of possible suppliers in todayâs competitive market
environment?
Internet
Trade directories
Standard & Poorâs
Business associates
6
Which other factor does an organizationâs marketing strategy
focus on: segmentation, targeting, and
possession
positioning
perceptual mapping
positive marketing
7
Which group is experiencing the fastest population growth
today?
African Americans
Hispanic Americans
Asian Americans
Caucasian Americans
8
Which term describes the diverse needs of many ethnic market
segments?
Multidiversity marketing
Multifaceted marketing
Multicultural marketing
Mass marketing
9
In behavioral segmentation, a product or service is grouped
by which other dimension besides knowledge of, attitude toward, and use of?
Dimension to
Value to
Relationship to
Response to
10
Which of the following do marketers use to give consumers a
special reason for them to purchase a product or service?
Consumer response
Value-added product
Value proposition
Product demand
11
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?
Category membership
Market membership
Product membership
Industry membership
12
What is the second stage of the consumer buying process?
Buyer satisfaction
Evaluation of alternatives
Information search
Purchase decision
13
Which of the following marketing strategies does not
concentrate on recognizing differences in customersâ needs in the organization?
Direct
Concentrated
Undifferentiated
Niche
14
When purchasing, in which state does the consumer set a
minimum acceptable cutoff level for each attribute and then makes a buying
decision?
Lexicographic heuristic
Elimination-by-aspects heuristic
Conjunctive heuristic
Indirect heuristic
15
Which other criteria helps make up the three criteria for a
successful brand mantra: inspire, simplify, and
create
inflate
communicate
infuse
16
What other dimension helps market segments be measurable,
substantial, accessible, and differentiable?
Reasonable
Actionable
Obtainable
Functional
17
Which of the following would consumers associate closely
with a brand?
Brand attitudes
Points of reference
Customer focuses
Points-of-difference
18
Which of the following is known as the process of creating a
segment storyboard to test the attractiveness of each segment?
Needs-based segmentation
Segment attractiveness
Segment acid test
Marketing-mix strategy
19
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-parity
Brand reference
Points-of-reference
Points-of-difference
20
Which of the following tools do marketers use to visually
illustrate how consumers view products or services on multivariables?
Brand cannibalizations
Perceptual mapping
Point-of-difference
Brand extensions
21
Which other dimension is the VALS classification system
based on besides consumer motivation?
Consumer support
Consumer retention
Consumer resources
Consumer beliefs
