Deck 5: Segmentation, Targeting, and Positioning

Question 1

The Believers is the VALSTM group that is least likely to remain loyal to a brand or product.

Answer 1

False

Question 2

Makers in the VALSTM classification framework tend to buy the finer things in life.

Answer 2

False

Question 3

Targeting specific audiences can be considered the starting point for all marcom decisions.

Answer 3

True

Question 4

In the PRIZM NE segmentation system,Bohemian Mix captures a collection of young,mobile urbanites who represent the nation's most liberal lifestyles.

Question 5

Demographic data is relatively easy to obtain and is the most predictive of consumer choice behavior.

Question 6

Geodemographic clustering systems have been developed only for the United States.

Question 7

Due to privacy laws,marketers are not able to obtain detailed consumer online behavior.

Question 8

Demographics refers to information about consumers' attitudes,values,motivations,and lifestyles as they relate to buying behavior in a particular product category.

Question 9

In the VALSTM segmentation scheme,consumer segments are represented along the dimensions of primary motivations and resources.

Question 10

Purchasing patterns often are influenced more by our lifestyles than our demographic backgrounds.

Question 11

PRIZM NE is a classification system that delineates every neighborhood in the United States into 66 clusters based on their demographic characteristics.

Question 12

The premise underlying geodemographic targeting is that people who reside in similar areas also share demographic and lifestyle similarities.

Question 13

The best predictor of one's future behavior is his or her past behavior.

Question 14

The first major step in the market segmentation process is to identify bases,such as behavior or demographics,to segment the market.

Question 15

Futures Company MindBase psychographic segmentation scheme consists of 66 general segments.

Question 16

Market segmentation is the act of dividing a market into distinct groups of customers who might require separate products or marketing mixes.

Question 17

Targeting implies efficiency of effort.

Question 18

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

Question 19

The Makers would be the VALSTM group most likely to spend a high proportion of their income on the newest trend.

Question 20

In the VALSTM classification system,Thinkers are well-educated and seek out information in the decision-making process.

Question 21

Hispanic Americans represent the largest minority group in America.

Question 22

At approximately 38 percent,Healthy Indulgers make up the largest group of people age 55 and older.

Question 23

In the PRIZM NE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Question 24

The Bystander group of Generation X is predominantly white and male.

Question 25

Nonfamily households constitute about one-third of all households.

Question 26

Tweens are usually classified as children between the ages of 8 and 12.

Question 27

Age is the best indicator of how an individual lives and what role consumption plays.

Question 28

The traditional American family (i.e.,married couples with children younger than 18 years of age)represents over 75 percent of all U.S.households.

Question 29

Singles and unrelated couples or friends living together represent a large,and growing,group of American households.

Question 30

Teenagers have limited earning power and little influence in making household purchases.

Question 31

Mature consumers are poorer and less willing to spend than ever before.

Question 32

There are indications that baby boomers are retaining many of their more youthful consumption patterns.

Question 33

The total population of human beings on the earth is estimated to be approximately 25 billion people.

Question 34

The Playboy group is the smallest subset of all the Generation X categories and have the highest levels of education and income.

Question 35

The median age of Americans has been decreasing in the past three decades.

Question 36

A household represents an independent housing entity,either rental property or owned property.

Question 37

U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.

Question 38

The average age of African Americans is considerably older than that for whites.

Question 39

There are now fewer younger,middle-aged adults than was the case in prior generations.

Question 40

Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

Question 41

Asian-Americans are better educated than any other segment of American society.

Question 42

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach? 

A) demographics 
B) behaviorgraphics 
C) psychographics 
D) geodemographics 
E) None of these is correct

Question 43

In general,_____ refers to information about consumers' attitudes,values,motivations,and lifestyles as they relate to buying behavior in a particular product category.

A) demographics 
B) geodemographics 
C) psychographics 
D) holographics 
E) biographics

Question 44

_____ represents information about consumers' behavior in a particular product category or set of related categories.

A) Demographics 
B) Behaviorgraphics 
C) Psychographics 
D) Geodemographics 
E) Lifestyle analysis

Question 45

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior? 

A) demographic 
B) behavioral 
C) psychographic 
D) geodemographic 
E) holographic

Question 46

The best predictor of one's future behavior is his or her _____.

A) age 
B) ethnicity 
C) income 
D) place of residence 
E) past behavior

Question 47

A good positioning statement should satisfy two requirements: (1)reflect a brand's competitive advantage,and (2)determine product placement.

Question 48

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

A) how large should the target be, and what area(s) of the country should it include 
B) what media would best reach the target market, and what appeal would work best 
C) how many target markets should be selected, and how large should they be 
D) how to evaluate the success of the marcom strategies and measure of financial success 
E) how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior

Question 49

Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior? 

A) Audience Science 
B) Knowledge Factory 
C) Nielsen Claritas 
D) a and b only 
E) a, b, and c

Question 50

Meaning is determined solely by the message source's choice of communication elements.

Question 51

Targeting implies precision and _____.

A) efficiency of effort 
B) efficiency of placement 
C) efficiency of promotion 
D) efficiency of advertising 
E) efficiency of pricing

Question 52

Sophisticated practitioners realized that demographic information tells only part of the story about consumers' buying preferences and purchase behaviors,and began investigating consumers' _____ characteristics as a means of obtaining a richer understanding of consumer behavior.

A) geographic 
B) economic 
C) census data 
D) psychographic 
E) holographic

Question 53

Brand positioning is an essential preliminary activity,or fundamental decision,to developing a successful marcom program.

Question 54

Which type of data is relatively difficult or expensive to obtain but is the best predictor of choice behavior? 

A) demographic 
B) psychographic 
C) behaviorgraphic 
D) geodemographic 
E) holographic

Question 55

Aspects of consumers' psychological makeup and lifestyles-including their attitudes,values,and motivation-comprise _____.

A) demographic characteristics 
B) purchasing characteristics 
C) behavioral characteristics 
D) psychographic characteristics 
E) physical characteristics

Question 56

In positioning their brands,marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.

Question 57

Demographic variables include characteristics such as age,income,and _____.

A) voting preferences 
B) ethnicity 
C) purchasing preferences 
D) place of residence 
E) All of these are correct.

Question 58

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.

A) Behaviorgraphics 
B) Psychographics 
C) Demographics 
D) Geodemographics 
E) Cosmographics

Question 59

A brand's positioning represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Question 60

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.

A) competitive espionage 
B) invading privacy 
C) increased costs 
D) losing competitive advantage 
E) technological breakdowns

Question 61

Which VALS™ group has the fewest resources with which to cope with a changing world? 

A) Thinkers 
B) Strivers 
C) Experiencers 
D) Makers 
E) Survivors

Question 62

Which of the following is NOT a primary motivations dimension of the VALS™ psychographics classification model? 

A) ideals 
B) resources 
C) achievement 
D) self-expression 
E) All of these are primary motivation dimensions.

Question 63

Which of the following describes one of the MindBase segments? 

A) I am Rock Steady 
B) I am Innovative 
C) I am a Thinker 
D) I am a Survivor 
E) I am Self-Expressive

Question 64

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.

A) You Only Live Once 
B) Do the Right Thing 
C) Tine Is of the Essence 
D) Ease on Down the Road 
E) Sense and Sensibility

Question 65

Katherine is a well-educated professionals.Although her income allows her many choices,she is a conservative,practical consumer.In terms of the VALS™ framework,Katherine would be classified as a(n)____.

A) Thinker 
B) Believer 
C) Achiever 
D) Experiencer 
E) Actualizer

Question 66

Mauve is a diligent planner.Her hard work over the years has enabled her to maintain a good handle on her finances.She also feels that it is important to stay active.According to MindBase,her motto would be _____.

A) Live Like You Mean It 
B) Do the Right Thing 
C) Ease on Down the Road 
D) Sense and Sensibility 
E) An Ounce of Prevention

Question 67

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits? 

A) fashion 
B) entertainment 
C) newness 
D) economic 
E) social

Question 68

Marketers of which of the following product categories would be most interested in the VALS™ "Achievers" grouping? 

A) supermarkets 
B) discount stores 
C) compact automobiles 
D) high-end clothing manufacturers 
E) American-made products

Question 69

Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS™ framework,Martin is a(n)_____.

A) Maker 
B) Believer 
C) Achiever 
D) Experiencer 
E) Striver

Question 70

Which of the following is a VALS™ segment? 

A) Innovators 
B) Expressives 
C) Realists 
D) Individualists 
E) Sophisticates

Question 71

Which VALS™ segment is made up of young,enthusiastic,impulsive consumers? 

A) Innovators 
B) Believers 
C) Achievers 
D) Experiencers 
E) Makers

Question 72

Which of the following is NOT a VALS™ segment? 

A) Innovators 
B) Makers 
C) Realists 
D) Experiencers 
E) Believers

Question 73

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to.He likes to help other people reach their full potential as well,and can always be counted on to give advice.According to MindBase,his motto would be _____.

A) Nothing Ventured, Nothing Gained 
B) Live Like You Mean It 
C) Sense and Sensibility 
D) An Ounce of Prevention 
E) Do the Right Thing

Question 74

In the VALS™ framework,"Believers" _____.

A) exhibit high energy levels, which they devote to physical exercise and social activities 
B) are predictable consumers who favor established brands and American-made products 
C) are responsible, well educated professionals who are well informed about current events 
D) are a politically conservative group who respects authority and the status quo 
E) are successful, sophisticated, take-charge people with high self-esteem

Question 75

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS™ framework,Alan is a(n)_____.

A) Innovator 
B) Believer 
C) Achiever 
D) Striver 
E) Experiencer

Question 76

Antonio is a practical,self-sufficient consumer who focuses on family,work,and physical recreation.He is only interested in material possessions that have a practical or functional purpose.He also likes to fix things,such as his car or things around his house.In terms of the VALS™ framework,Ken is a(n)_____.

A) Believer 
B) Achiever 
C) Striver 
D) Maker 
E) Survivor

Question 77

Which of the following does NOT describe one of the MindBase segments? 

A) I Measure Twice 
B) I am a Realist 
C) I am Devoted 
D) I am Rock Steady 
E) I am At Capacity

Question 78

What are the two main dimensions of the VALS™ framework? 

A) individuals' demographic characteristics and geographic location 
B) individuals' resources and need for achievement 
C) individuals' primary motivations and resources 
D) individuals' religious convictions and status orientation 
E) individuals' behavioral characteristics and resources

Question 79

Which of the following is a VALS™ segment? 

A) Innovators 
B) Thinkers 
C) Believers 
D) Experiencers 
E) All of these are correct.

Question 80

The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a  questionnaire.

A) four 
B) five 
C) six 
D) seven 
E) eight