12. Which of the following is not considered a source of competitive marketing intelligence?
(A) observing consumers firsthand
(B) monitoring social media
(C) competitors' internal databases
(D) benchmarking competitors' products
(E) online research

13. A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a _.(A) membership group(B) reference group(C) laggard(D) subculture(E) late-majority adopter

14. _ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.(A) Social marketing(B) Traditional marketing(C) Influencer marketing(D) Direct marketing(E) Values marketing

15. Which of the following is a psychographic characteristic of a consumer?(A) gender(B) age(C) lifestyle(D) occupation(E) economic status

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 customer-driven 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 low-end furniture and accent pieces that are targeted toward lower-income 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 pumpkin-flavored items only during the autumn season target their consumers primarily through _ segmentation.(A) psychographic(B) demographic(C) income(D) occasion(E) age and life-cycle

21. Ninety-five percent of Rolls-Royce 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. Harley-Davidson disciples share a common, deeply held attraction to the brand. Harley appeals include: freedom, independence, power, and authenticity. Harley-Davidson doesn't just sell motorcycles. It sells self-expression, lifestyles, aspirations, and dreams. This illustrates _.(A) an actual product(B) core customer values(C) simple bundling(D) an augmented product(E) complex bundling

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