MKT 571 Week 2 Quiz
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MKT/571 Marketing / Week 2 Quiz / (21/21 Correct Answers)
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
- 9 years ago
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