Question 1: Affluent consumers contribute to the increased importance of packaging in consumer markets because they ___.

a) demand package authenticity.

b) are better attuned to design nuances such as typeface and color palettes.

c) pay more for better packaging's convenience, appearance, dependability, and prestige.

d) reject old-fashioned designs.

e) refuse to buy products associated with lower socioeconomic status.

Question 2: Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

a) differentiability

b) desirability

c) deviance

d) believability

e) deliverability

Question 3: By allowing customers to return a writing instrument for any reason at any time, A.T. Cross is providing a(n) ___ guarantee.

a) specific attribute

b) unlimited coverage

c) overall satisfaction

d) unlimited liability

e) parts and service

Question 4 :When the Modern Museum of Art separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using ___ segmentation.

a) personality

b) behavioral occasions

c) demographic

d) psychographic

e) social class

Question 5: In ___ marketing, the firm ignores segment differences and goes after the whole market with one offer.

a) niche

b) segmented

c) differentiated

d) guerrilla

e) mass

Question 6: If the taste of your favorite energy drink varies to an unacceptable degree from can to can, this represents a problem with the product's ___.

a) performance quality

b) conformance quality

c) compatibility

d) durability

e) minimal quality

Question 7: Through ___, Toyota tries to design its offerings and image to occupy a distinctive place in the minds of the target market.

a) valuation

b) positioning

c) product launching

d) commercialization

e) anticipate competitors' actions

Question 8: Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers based on ___.

a) attitude

b) benefits

c) loyalty status

d) buyer-readiness stage

e) user status

Question 9: If Walmart divides potential customers into those who prefer to shop online versus those who prefer to shop in person at a Walmart location, it is using a ___ factor.

a) geographic

b) demographic

c) behavioral

d) psychographic

e) personal

Question 10: Nathan is the CEO of a new company that makes computer networking equipment. While the firm has enough capacity to manufacture quality products, it lacks the staff to provide related consulting services or design corporate IT systems. Thus, Nathan aims not ot pursue customers who expect such services. Which segmentation variable is he using to make this decision?

a) Purchasing approaches

b) Demographic factors

c) Situational factors

d) Operating variables

e) Economic stability

Question 11: Marriott Corporation now contains hotels and motels from the "budget" end of the consumer spectrum to the "premium" end with their JD Marriott flagship locations. This is an example of a firm that successfully performed a(n) ___ to reach more consumers and ventures that are more profitable.

a) up-market stretch

b) downstream integration

c) down-market stretch

d) upstream integration

e) two-way stretch

Question 12: Herman Miller office furniture, Viking ranges and kitchen appliances, and Kohler kitchen and bathroom fixtures and faucets stand out in their respective product categories in large part due to their ___.

a) distribution networks

b) visual design

c) relentless advertising

d) lack of strong competition

e) low prices

Question 13: ___ is an offering's ability to perform in one or more ways that competitors cannot or will not match.

a) Competitor analysis

b) Market research

c) Competitive advantage

d) Brand positioning

e) Competitive intelligence

Question 14: If Apple decided to introduce a "mid-plus" iPad to address consumer demand for a tablet that was bigger than the normal iPad but not as expensive as the large iPad Pro, this would be an example of ___.

a) line filling

b) an up-market stretch

c) mitigation

d) an interior stretch

e) a two-way stretch

Question 15: ___ is based on deep metaphors that connect to people's memories, associations, and stories.

a) Cultural branding

b) Personal branding

c) Emotional branding

d) Brand journalism

e) Narrative branding

Question 16: A commodity offering that can't be meaningfully differentiated on the basis of the product itself or any associated services might still achieve differentiation through ___.

a) initial quality

b) branding

c) financing

d) reliability

e) sales channels

Question 17: Philip Morris bought Miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

a) points-of-parity

b) points-of-difference

c) points-of-presence

d) points-of-conflict

e) points-of-inflection

Question 18: The fact that Honda described its boxy Element as a "dorm room on wheels," but then attracted so many baby boomers that the average age of the Element turned out to be 42 is an illustration of the fact that baby boomers may be ___.

a) female-oriented

b) male-oriented

c) psychologically young

d) Young Digerati

e) Cosmopolitans

Question 19: Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

a) Persuasion based on believability

b) Focusing on reliability

c) Comparing to exemplars

d) Announcing category benefits

e) Relying on the product descriptor

Question 20: Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ___ segmentation.

a) behavioral

b) psychographic

c) geographic

d) demographic

e) cultural