1. Which of the following would consumers associate closely with a brand?
- Brand attitudes
- Customer focuses
- Points of reference
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2. What is the second stage of the consumer buying process?
- Information search
- Buyer satisfaction
- Purchase decision
- Evaluation of alternatives
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
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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
- 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?
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12. How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
13. Which term describes the diverse needs of many ethnic market segments?
- Multidiversity marketing
- Multifaceted marketing
- Mass marketing
- Multicultural marketing
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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
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
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16. Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, and
- perceptual mapping
- positive marketing
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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
18. Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and
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19. Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization?
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 produc
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