MKT 571 Week 2 Quiz UOP HomeWork Help

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

·         Brand attitudes

·         Points-of-difference

·         Customer focuses

·         Points of reference

2. What is the second stage of the consumer buying process?

·      Information search

·      Buyer satisfaction

·      Purchase decision

·      Evaluation of alternatives

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

·      Segment attractiveness

·      Segment acid test

·      Needs-based segmentation

·      Marketing-mix strategy

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

·         Consumer retention

·         Consumer resources

·         Consumer support

·         Consumer beliefs

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5. 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?

·            Market membership

·            Industry membership

·            Category membership

·            Product membership

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

·            Standard & Poor’s

·            Trade directories

·            Internet

·            Business associates

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

·            Brand identity

·            Points of difference to other brands

·            Similarity to other brands

·            Brand equity

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

·            Brand perceptual analysis

·            Brand positioning bull’s eye

·            Competitive analysis

·            Industry analysis

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

·            Dimension to

·            Relationship to

·            Response to

·            Value to

10. Which market is known as the invisible market segment?

·            Asian American

·            Hispanic American

·            African American

·            Caucasian American

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

·               Actionable

·               Reasonable

·               Obtainable

·               Functional

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

·               Seven

·               Nine

·               Eight

·               Two

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

·               Multidiversity marketing

·               Multifaceted marketing

·               Mass marketing

·               Multicultural marketing

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

·               Elimination-by-aspects heuristic

·               Conjunctive heuristic

·               Lexicographic heuristic

·               Indirect heuristic

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

·               Brand cannibalizations

·               Brand extensions

·               Perceptual mapping

·               Point-of-difference

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

·               positioning

·               perceptual mapping

·               positive marketing

·               possession

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17. 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?

·               Brand reference

·               Points-of-difference

·               Points-of-parity

·               Points-of-reference

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

·               inflate

·               communicate

·               infuse

·               create

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

·               Direct

·               Undifferentiated

·               Niche

·               Concentrated

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20. Which group is experiencing the fastest population growth today?

·               African Americans

·               Asian Americans

·               Caucasian Americans

·               Hispanic Americans

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

·               Product demand

·               Consumer response

·               Value proposition

·               Value-added product

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