571 Week 2 Quiz 1. Which group is experiencing the fastest population growth today? o African Americans o Asian Americans o Caucasian Americans o Hispanic Americans 2. What is the second stage of the consumer buying process? o Purchase decision o Buyer satisfaction o Information search o Evaluation of alternatives 3. 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 4. 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 5. 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 bulls eye o Competitive analysis o Brand perceptual analysis o Industry analysis 6. 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 7. 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 8. When searching for a supplier, which of the following provides the broadest reach of possible suppliers in todays competitive market environment? o Standard & Poors o Business associates o Trade directories o Internet 9. Which market is known as the invisible market segment? o Caucasian American o African American o Hispanic American o Asian American 10. 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 11. 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 12. Which term describes the diverse needs of many ethnic market segments? o Multidiversity marketing o Multicultural marketing o Multifaceted marketing o Mass marketing 13. What other dimension helps market segments be measurable, substantial, accessible, and differentiable? o Reasonable o Obtainable o Functional o Actionable 14. Which other factor does an organizations marketing strategy focus on: segmentation, targeting, and o perceptual mapping o positive marketing o positioning o possession 15. 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 16. 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 17. 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 18. 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 19. 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 20. 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 21. 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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