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?





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


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


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 bull’s 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?





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 organization’s marketing strategy focus on: segmentation, targeting, and

perceptual mapping

positive marketing



16. 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

Business associates

Trade directories


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





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





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?


Brand reference