14 Aug 1. What is the second stage of the consumer buying process? Purchase decision Bu

1. What
is the second stage of the consumer buying process?
Purchase decision
Buyer satisfaction
Information search
Evaluation of alternatives
2. 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
Product membership
Category membership
Industry membership
3. 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
Value to
Response to
4. Which
of the following marketing strategies does not concentrate on recognizing
differences in customers needs in the organization?
Direct
Concentrated
Niche
Undifferentiated
5. Which
term describes the diverse needs of many ethnic market segments?
Multidiversity marketing
Multicultural marketing
Multifaceted marketing
Mass marketing
6. Which of the following would consumers
associate closely with a brand?
Customer focuses
Brand attitudes
Points of reference
Points-of-difference
7. Which
group is experiencing the fastest population growth today?
African Americans
Asian Americans
Caucasian Americans
Hispanic Americans
8. Which
market is known as the invisible market segment?
Caucasian American
African American
Hispanic American
Asian American
9. Which
of the following do marketers use to give consumers a special reason for them
to purchase a product or service?
Value proposition
Consumer response
Value-added product
Product demand
10.
Which of the following tools do marketers use to visually illustrate how
consumers view products or services on multivariables?
Brand extensions
Point-of-difference
Brand cannibalizations
Perceptual mapping
11.
Which of the following is a tool a company uses to position its brands
attributes in the minds of those in the organization?
Brand positioning bulls eye
Competitive analysis
Brand perceptual analysis
Industry analysis

12.
Which of the following is known as the process of creating a segment storyboard
to test the attractiveness of each segment?
Segment acid test
Marketing-mix strategy
Needs-based segmentation
Segment attractiveness
13.
How many primary groups does VALS classify U.S. adults into based on
personality traits and key demographics?
Nine

Two
Seven
Eight

14.
When purchasing, in which state does the consumer set a minimum acceptable
cutoff level for each attribute and then makes a buying decision?
Lexicographic heuristic
Elimination-by-aspects heuristic
Indirect heuristic
Conjunctive heuristic
15.
Which other factor does an organizations marketing strategy focus on:
segmentation, targeting, and
perceptual mapping
positive marketing
positioning
possession
16.
When searching for a supplier, which of the following provides the broadest
reach of possible suppliers in todays competitive market environment?
Standard & Poors
Business associates
Trade directories
Internet
17.
What other dimension helps market segments be measurable, substantial,
accessible, and differentiable?
Reasonable
Obtainable
Functional
Actionable
18.
Which other dimension is the VALS classification system based on besides
consumer motivation?
Consumer support
Consumer beliefs
Consumer retention
Consumer resources
19.
Which other criteria helps make up the three criteria for a successful brand
mantra: inspire, simplify, and
create
infuse
inflate
communicate
20.
Which of the following do brand mantras attempt to define?
Similarity to other brands
Points of difference to other brands
Brand equity
Brand identity
21.
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-difference
Brand reference
Points-of-reference
Points-of-parity1. What
is the second stage of the consumer buying process?Purchase decisionBuyer satisfaction
Information search
Evaluation of alternatives2. 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 membershipProduct membershipCategory membership
Industry membership3. In
behavioral segmentation, a product or service is grouped by which other
dimension besides knowledge of, attitude toward, and use of?Dimension toRelationship toValue toResponse to4. Which
of the following marketing strategies does not concentrate on recognizing
differences in customers needs in the organization?DirectConcentratedNicheUndifferentiated5. Which
term describes the diverse needs of many ethnic market segments?Multidiversity marketingMulticultural marketingMultifaceted marketingMass marketing6. Which of the following would consumers
associate closely with a brand?Customer focusesBrand attitudesPoints of referencePoints-of-difference7. Which
group is experiencing the fastest population growth today?African AmericansAsian AmericansCaucasian AmericansHispanic Americans8. Which
market is known as the invisible market segment?Caucasian AmericanAfrican AmericanHispanic AmericanAsian American9. Which
of the following do marketers use to give consumers a special reason for them
to purchase a product or service?Value propositionConsumer responseValue-added productProduct demand10.
Which of the following tools do marketers use to visually illustrate how
consumers view products or services on multivariables?Brand extensionsPoint-of-differenceBrand cannibalizationsPerceptual mapping11.
Which of the following is a tool a company uses to position its brands
attributes in the minds of those in the organization?Brand positioning bulls eyeCompetitive analysisBrand perceptual analysisIndustry analysis12.
Which of the following is known as the process of creating a segment storyboard
to test the attractiveness of each segment?Segment acid testMarketing-mix strategyNeeds-based segmentationSegment attractiveness13.
How many primary groups does VALS classify U.S. adults into based on
personality traits and key demographics?Nine
TwoSevenEight
14.
When purchasing, in which state does the consumer set a minimum acceptable
cutoff level for each attribute and then makes a buying decision?Lexicographic heuristicElimination-by-aspects heuristicIndirect heuristicConjunctive heuristic15.
Which other factor does an organizations marketing strategy focus on:
segmentation, targeting, andperceptual mappingpositive marketingpositioningpossession16.
When searching for a supplier, which of the following provides the broadest
reach of possible suppliers in todays competitive market environment?Standard & PoorsBusiness associatesTrade directoriesInternet17.
What other dimension helps market segments be measurable, substantial,
accessible, and differentiable?ReasonableObtainableFunctionalActionable18.
Which other dimension is the VALS classification system based on besides
consumer motivation?Consumer supportConsumer beliefsConsumer retentionConsumer resources19.
Which other criteria helps make up the three criteria for a successful brand
mantra: inspire, simplify, andcreateinfuseinflatecommunicate20.
Which of the following do brand mantras attempt to define?Similarity to other brandsPoints of difference to other brandsBrand equityBrand identity21.
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-differenceBrand referencePoints-of-referencePoints-of-parity

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