Chapter 4 Self-test MCQs

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. Which of the following is not a variable used for identifying segments?

Geographic variables correct incorrect

Demographic variables correct incorrect

Physiological variables correct incorrect

Behavioural variables correct incorrect

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. Which generation, generally speaking, represents people who are multicultural, interested in high-tech products, social media savvy, and well educated, often called the "me-generation" - being born in the economic prosperity of the self?

Millennials correct incorrect

Generation X correct incorrect

Baby Boomers correct incorrect

Generation Z correct incorrect

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. _________ are career-oriented, hard-working, family-focused, peer conscious, professional, private, and like the status quo.

Innovators correct incorrect

Thinkers correct incorrect

Achievers correct incorrect

Believers correct incorrect

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. Which of the following is not a loyalty type?

Strict loyalty correct incorrect

Brand insistence correct incorrect

Brand loyalty correct incorrect

Split loyalty correct incorrect

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. __________ is a group of multivariate techniques whose main purpose is to classify objects in such a way that within-group differences are minimized, and between-group differences are maximized according to some grouping variable.

Multidimensional scaling correct incorrect

Discriminant analysis correct incorrect

Conjoint analysis correct incorrect

Cluster analysis correct incorrect

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. Which of the following variables listed below is not used in geodemographic segmentation?

Frequency of purchase correct incorrect

Demographics correct incorrect

Mobility and occupational information correct incorrect

Housing figures correct incorrect

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. According to Derek F. Abell (1980) which of the following is not a type of coverage that an organization can utilize?

Selective specialization correct incorrect

Product specialization correct incorrect

Diversification correct incorrect

Single-segment concentration correct incorrect

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. What are the three key components to the positioning statement?

The competition, the value proposition, and the action components correct incorrect

The audience and context, the economic value, and the action components correct incorrect

The audience and context, the value proposition, and the differentiation correct incorrect

The audience and context, the value proposition, and the action components correct incorrect

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. Which of the following is not true about consumer franchise concept?

It provides attractive franchise options to a brand's business partners. correct incorrect

It is the ability of the organization to keep its brand name foremost in the mind of the target consumer. correct incorrect

It is considered to be a bankable asset. correct incorrect

There is a psychological buffering built in for the organization that has consumer franchise. correct incorrect

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. Which of the following brand type is generally not the primary choice for most consumers and also lacks differentiation?

Mainstream brands correct incorrect

Aspirational brands correct incorrect

Unconventional brands correct incorrect

Peripheral brands correct incorrect