1Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?

• [removed]

  Perceptual mapping

• [removed]

  Brand extensions

• [removed]

  Brand cannibalizations

• [removed]

  Point-of-difference

   

  2Which of the following is known in marketing as attributes of a product or service that may not be unique to the product or service?

• [removed]

  Points-of-reference

• [removed]

  Brand reference

• [removed]

  Points-of-parity

• [removed]

  Points-of-difference

   

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

• [removed]

  Marketing-mix strategy

• [removed]

  Segment acid test

• [removed]

  Segment attractiveness

• [removed]

  Needs-based segmentation

   

  4What is the second stage of the consumer buying process?

• [removed]

  Purchase decision

• [removed]

  Information search

• [removed]

  Evaluation of alternatives

• [removed]

  Buyer satisfaction

   

   

   

  5Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?

• [removed]

  Value proposition

• [removed]

  Consumer response

• [removed]

  Value-added product

• [removed]

  Product demand

   

  6When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision? 

• [removed]

  Elimination-by-aspects heuristic

• [removed]

  Lexicographic heuristic

• [removed]

  Conjunctive heuristic

• [removed]

  Indirect heuristic

   

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

• [removed]

  Points of difference to other brands

• [removed]

  Brand equity

• [removed]

  Similarity to other brands

• [removed]

  Brand identity

   

  8In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?

• [removed]

  Response to

• [removed]

  Dimension to

• [removed]

  Value to

• [removed]

  Relationship to

   

   

   

  9Which other dimension is the VALS classification system based on besides consumer motivation?

• [removed]

  Consumer retention

• [removed]

  Consumer support

• [removed]

  Consumer beliefs

• [removed]

  Consumer resources

   

  10How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?

• [removed]

  Two

• [removed]

  Seven

• [removed]

  Nine

• [removed]

  Eight

   

  11Which term describes the diverse needs of many ethnic market segments?

• [removed]

  Multifaceted marketing

• [removed]

  Mass marketing

• [removed]

  Multidiversity marketing

• [removed]

  Multicultural marketing

   

  12What other dimension helps market segments be measurable, substantial, accessible, and differentiable? 

• [removed]

  Reasonable

• [removed]

  Obtainable

• [removed]

  Actionable

• [removed]

  Functional

   

   

   

   

  13Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, and 

• [removed]

  positive marketing

• [removed]

  positioning

• [removed]

  perceptual mapping

• [removed]

  possession 

   

  14Which 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?

• [removed]

  Industry membership

• [removed]

  Category membership

• [removed]

  Market membership

• [removed]

  Product membership

   

  15Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and 

• [removed]

  infuse

• [removed]

  communicate

• [removed]

  create

• [removed]

  inflate

   

  16Which group is experiencing the fastest population growth today?

• [removed]

  Caucasian Americans

• [removed]

  African Americans

• [removed]

  Asian Americans

• [removed]

  Hispanic Americans

   

   

   

  17Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?

• [removed]

  Industry analysis

• [removed]

  Competitive analysis

• [removed]

  Brand perceptual analysis

• [removed]

  Brand positioning bull’s eye

   

  18Which market is known as the invisible market segment?

• [removed]

  Hispanic American

• [removed]

  Asian American

• [removed]

  African American

• [removed]

  Caucasian American

   

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

• [removed]

  Direct

• [removed]

  Undifferentiated

• [removed]

  Niche

• [removed]

  Concentrated

   

  20When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?

• [removed]

  Internet

• [removed]

  Business associates

• [removed]

  Trade directories

• [removed]

  Standard & Poor’s

   

   

   

  21Which of the following would consumers associate closely with a brand?

• [removed]

  Points of reference

• [removed]

  Brand attitudes

• [removed]

  Customer focuses

• [removed]

  Points-of-difference