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1. Which group is experiencing the fastest population growth today?o African Americanso Asian Americanso Caucasian Americanso Hispanic Americans2. What is the second stage of the consumer buying process?o Purchase decisiono Buyer satisfactiono Information searcho Evaluation of alternatives3. When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision?o Lexicographic heuristico Elimination-by-aspects heuristico Indirect heuristico Conjunctive heuristic4. Which other dimension is the VALS classification system based on besides consumer motivation?o Consumer supporto Consumer beliefso Consumer retentiono Consumer resources5. Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?o Brand positioning bull’s eyeo Competitive analysiso Brand perceptual analysiso Industry analysis6. In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?o Dimension too Relationship too Value too Response to7. 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?o Points-of-differenceo Brand referenceo Points-of-referenceo Points-of-parity8. When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?o Standard & Poor’so Business associateso Trade directorieso Internet9. Which market is known as the invisible market segment?o Caucasian Americano African Americano Hispanic Americano Asian American10. How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?o Nineo Twoo Seveno Eight11. Which of the following would consumers associate closely with a brand?o Customer focuseso Brand attitudeso Points of referenceo Points-of-difference12. Which term describes the diverse needs of many ethnic market segments?o Multidiversity marketingo Multicultural marketingo Multifaceted marketingo Mass marketing13. What other dimension helps market segments be measurable, substantial, accessible, and differentiable?o Reasonableo Obtainableo Functionalo Actionable14. Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, ando perceptual mappingo positive marketingo positioningo possession15. Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization? o Directo Concentratedo Nicheo Undifferentiated16. Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?o Segment acid testo Marketing-mix strategyo Needs-based segmentationo Segment attractiveness17. Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, ando createo infuseo inflateo communicate18. 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?o Market membershipo Product membershipo Category membershipo Industry membership19. Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?o Brand extensionso Point-of-differenceo Brand cannibalizationso Perceptual mapping20. Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?o Value propositiono Consumer responseo Value-added producto Product demand21. Which of the following do brand mantras attempt to define?o Similarity to other brandso Points of difference to other brandso Brand equityo Brand identity
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