MKT 571 Week 2 Quiz NEW

MKT 571 Week 2 Quiz NEW

MKT 571 Week 2 Quiz NEW

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MKT 571 Week 2 Quiz NEW
1. Which of the following would consumers associate closely with a brand?
Brand attitudes
Points-of-difference
Customer focuses
Points of reference
 
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
 
4. Which other dimension is the VALS classification system based on besides consumer motivation?
Consumer retention
Consumer resources
Consumer support
Consumer beliefs
 
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
Internet
Business associates
 
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
 
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...

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