Fundamentals of Marketing Quiz 2

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

• brand loyalty

• brand personality

• brand perception

• brand equity

Which of the following needs in Maslow's hierarchy is generally satisfied last?

• physiological

• social

• esteem

• self-actualization

Reference group influence on consumer buying behavior does not vary across products and brands.

• True

• False

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.

• geographic

• psychographic

• demographic

• behavioral

Creating market offerings that best serve targeted customers is called differentiation.

• True

• False

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, providing free game trials and applications. The firm's marketing approach exemplifies ________ segmentation.

• age and life-cycle

• geographic

• gender

• income

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

• Convenience

• Shopping

• Specialty

• Unsought

Which of the following is an example of a shopping product?

• toothpaste

• candy

• television

• laundry detergent

Business advisory services such as legal or advertising are classified under which category of industrial products?

• capital items

• raw materials

• materials and parts

• supplies and services

Consumers are generally willing to make more effort than usual to buy specialty products.

• True

• False