LAW 531 Week 1 Quiz 16 16

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

•   Multidiversity marketing

• Multicultural marketing
• Multifaceted marketing
• Mass marketing

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

• Two
• Eight
• Nine

• ·         Seven

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

• Segment acid test
• Segment attractiveness
• Marketing-mix strategy
• Needs-based segmentation

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

• Indirect heuristic

• ·         Lexicographic heuristic

• Elimination-by-aspects heuristic

• ·         Conjunctive heuristic

5) Which group is experiencing the fastest population growth today?

• Asian Americans
• Caucasian Americans
• Hispanic Americans

• ·         African Americans

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

• Direct
• Niche
• Concentrated

• ·         Undifferentiated

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?

• ·         Points-of-reference

• Brand reference
• Points-of-parity

• ·         Points-of-difference

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

• ·         Functional

• Actionable
• Obtainable

• ·         Reasonable

9) Which market is known as the invisible market segment?

·         African American

• Asian American
• Caucasian American

• ·         Hispanic American

10) 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

 

• ·         Industry membership

• Product membership

• ·         Market membership

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

• Relationship to
• Dimension to
• Value to

• ·         Response to

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

• Industry analysis
• Brand positioning bull’s eye
• Competitive analysis

·         Brand perceptual analysis

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

• Point-of-difference
• Perceptual mapping
• Brand extensions
• Brand cannibalizations

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

• communicate
• inflate
• create

• ·         infuse

15) Which of the following do brand mantras attempt to define?

• Brand identity
• Brand equity
• Similarity to other brands

• ·         Points of difference to other brands

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

• Points-of-difference
• Customer focuses
• Points of reference

·         Brand attitudes

17) What is the second stage of the consumer buying process?

• Purchase decision
• Buyer satisfaction
• Information search

• ·         Evaluation of alternatives

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

• Internet
• Standard & Poor’s
• Trade directories
• Business associates

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

·         Consumer beliefs

• Consumer retention
• Consumer support

• ·         Consumer resources

20) 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

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

• perceptual mapping
• possession 
• positioning

• positive marketing

 

Week 2 Quiz (All 21 answers are right)