MKT 571 WEEK 2
• 1
Which market is known as the invisible market segment?
o
African American
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Asian American
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Caucasian American
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Hispanic American
• Correct answerquestion2
Which term describes the diverse needs of many ethnic market segments?
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Multicultural marketing
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Multifaceted marketing
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Multidiversity marketing
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Mass marketing
• Correct answerquestion3
How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
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Nine
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Seven
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Eight
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Two
• Correct answerquestion4
Which of the following do brand mantras attempt to define?
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Brand equity
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Brand identity
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Points of difference to other brands
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Similarity to other brands
• Correct answerquestion5
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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Dimension to
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Relationship to
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Response to
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Value to
• Correct answerquestion6
Which other dimension is the VALS classification system based on besides consumer motivation?
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Consumer resources
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Consumer support
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Consumer retention
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Consumer beliefs
• Correct answerquestion7
Which group is experiencing the fastest population growth today?
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Hispanic Americans
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Asian Americans
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African Americans
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Caucasian Americans
• Correct answerquestion8
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
• Correct answerquestion9
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-parity
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Brand reference
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Points-of-reference
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Points-of-difference
• Correct answerquestion10
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 attractiveness
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Segment acid test
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Needs-based segmentation
• Correct answerquestion11
What is the second stage of the consumer buying process?
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Buyer satisfaction
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Evaluation of alternatives
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Purchase decision
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Information search
• Correct answerquestion12
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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Product membership
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Category membership
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Market membership
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Industry membership
• Correct answerquestion13
Which other factor does an organization- marketing strategy focus on: segmentation, targeting, and
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positioning
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possession
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positive marketing
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perceptual mapping
• Correct answerquestion14
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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create
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inflate
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communicate
• Correct answerquestion15
Which of the following would consumers associate closely with a brand?
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Brand attitudes
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Points-of-difference
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Customer focuses
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Points of reference
• Correct answerquestion16
What other dimension helps market segments be measurable, substantial, accessible, and differentiable?
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Obtainable
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Reasonable
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Functional
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Actionable
• Correct answerquestion17
Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization?
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Concentrated
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Direct
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Undifferentiated
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Niche
• Correct answerquestion18
When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today- competitive market environment?
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Trade directories
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Business associates
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Standard & Poor-
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Internet
• Correct answerquestion19
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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Brand positioning bull- eye
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Competitive analysis
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Industry analysis
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Brand perceptual analysis
• Correct answerquestion20
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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Product demand
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Consumer response
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Value proposition
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Value-added product
• Correct answerquestion21
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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Conjunctive heuristic
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Lexicographic heuristic
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Indirect heuristic
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