16. Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?
(A) brand perception
(B) brand architecture
(C) brand personality
(D) brand loyalty
(E) brand equity

17. _______ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior. (A) Differentiation (B) Mass marketing (C) Market targeting (D) Market segmentation (E) Positioning

18. Which of the following is the right order of the steps that companies generally follow in designing a customerdriven marketing strategy? (A) market segmentation, differentiation, positioning, and market targeting (B) positioning, market segmentation, mass marketing, and market targeting (C) market segmentation, market targeting, differentiation, and positioning (D) market alignment, market segmentation, differentiation, and market positioning (E) market recognition, market preference, market targeting, and market insistence

19. Lilly's, a furniture retailer, sells lowend furniture and accent pieces that are targeted toward lowerincome consumer groups. Lilly's most likely segments the consumer market based on _______ variables. (A) demographic (B) psychographic (C) universal (D) geographic (E) behavioral

20. Bakeries and coffee bistros that offer pumpkinflavored items only during the autumn season target their consumers primarily through _______ segmentation. (A) psychographic (B) demographic (C) income (D) occasion (E) age and lifecycle

21. Ninetyfive percent of RollsRoyce buyers customize their order in some way. The ability to customize their vehicle is an example of _________. (A) niche marketing (B) local marketing (C) individual marketing (D) mass marketing (E) market segmentation

22. HarleyDavidson disciples share a common, deeply held attraction to the brand. Harley appeals include: freedom, independence, power, and authenticity. HarleyDavidson doesn't just sell motorcycles. It sells selfexpression, lifestyles, aspirations, and dreams. This illustrates _________. (A) an actual product (B) core customer values (C) simple bundling (D) an augmented product (E) complex bundling

23. Major appliances, furniture, and clothing are typical examples of _________ products. (A) convenience (B) shopping (C) unsought (D) specialty (E) capital

24. Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its website that customers can suggest ideas for its upcoming product model. Contributors of shortlisted ideas will be adequately rewarded. In this case, Kallton is using _________ to generate new product ideas. (A) marketing strategy development (B) crowdsourcing (C) concept development (D) business analysis (E) test marketing

25. Using _________, researchers measure consumer responses to new products and marketing tactics in laboratory stores or virtual online shopping environments. (A) simulated test markets (B) controlled test markets (C) business analysis (D) standard test markets (E) concept development

26. A _________ pricing strategy for an offering begins with an assessment of customer needs and perceptions. Then a target price is set based on customer perceptions of worth. (A) costbased (B) target costing (C) valuebased (D) valueadded (E) competitionbased

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