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1. MKT 571 Week 2
Quiz
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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

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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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MKT 571 Week 6 Final Exam
MKT 571 Week 1 Quiz
MKT 571 Week 2 Quiz
MKT 571 Week 3 Quiz
MKT 571 Week 4 Quiz
MKT 571 Week 5 Quiz
MKT 571 Week 6 Quiz
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