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MKT 571 Week 2 Quiz

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MKT 571 Week 2 Quiz -


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

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



What is the second stage of the consumer buying process?

  • Information search
  • Buyer satisfaction
  • Purchase decision
  • Evaluation of alternatives



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



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

  • Consumer retention
  • Consumer resources
  • Consumer support
  • Consumer beliefs



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



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



Which of the following do brand mantras attempt to define?

  • Brand identity
  • Points of difference to other brands
  • Similarity to other brands
  • Brand equity



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



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



Which market is known as the invisible market segment?

  • Asian American
  • Hispanic American
  • African American
  • Caucasian American



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

  • Actionable
  • Reasonable
  • Obtainable
  • Functional



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

  • Seven
  • Nine
  • Eight
  • Two



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

  • Multidiversity marketing
  • Multifaceted marketing
  • Mass marketing
  • Multicultural marketing



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



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



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

  • positioning
  • perceptual mapping
  • positive marketing
  • possession



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



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

  • inflate
  • communicate
  • infuse
  • create



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

  • Direct
  • Undifferentiated
  • Niche
  • Concentrated



Which group is experiencing the fastest population growth today?

  • African Americans
  • Asian Americans
  • Caucasian Americans
  • Hispanic Americans



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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