1. Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with 'ruggedness.' Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

    a. brand personality

    b. brand equity

    c. new product

    d. product image

    e. brand perception

2. A(n) ________ is a descriptive thought that a person has about something.

    a. motive

    b. belief

    c. perception

    d. lifestyle

    e. attitude

3. The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are ________.

    a. substantial

    b. actionable

    c. profitable

    d. accessible

    e. measurable

4. It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________.

    a. competitive advantage in comparison to mass-market companies; affordable pricing

    b. marketing strategy; services

    c. individual relationships with customers; positioning

    d. superior products; value network partners

    e. greater knowledge of customers' needs; special reputation