Question 1

According to the VALS segmentation system,________ are successful,sophisticated,and have high self-esteem.They have cultivated tastes with preferences for upscale,niche products and services..
A)innovators
B)thinkers
C)achievers
D)experiencers
E)believers

Accepted Answer

Innovators are described by the VALS segmentation system as successful, sophisticated individuals with high self-esteem and cultivated tastes, preferring upscale, niche products and services.

Question 2

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n)________.
A)thinker
B)achiever
C)experiencer
D)striver
E)survivor

Accepted Answer

Experiencers are young, enthusiastic, and impulsive. They seek variety and excitement, often through physical activities or socializing with friends, which aligns with Kim's interests in wakeboarding and attending rock concerts with friends.

Question 3

The key to attracting potential users,or even possibly nonusers,is ________.
A)understanding the reasons they are not using
B)offering financial incentives for first-time use
C)increasing the usage rate of existing users
D)developing a new product that better meets their needs
E)increasing advertising expenditures

Accepted Answer

To attract potential users or nonusers, it is essential to understand the reasons why they are not currently using the product or service. By addressing any barriers or concerns they may have, it may make them more likely to consider using it in the future. Offering financial incentives or increasing advertising may not address the underlying reasons for nonuse, and developing a new product may not be necessary if the existing one can be modified to meet their needs. Increasing usage rates of existing users may not necessarily attract new users.

Question 4

Dennis requests his father to buy him a PlayStation for his birthday.With respect to consumer decision roles,which role is Dennis currently playing?
A)initiator
B)influencer
C)decider
D)buyer
E)gatekeeper

Accepted Answer

Dennis is the initiator because he is the one who first suggests or thinks of the idea of purchasing a PlayStation.

Question 5

Mature and reflective people who seek durability,functionality,and value in products are most likely to be categorized as ________ in the VALS system.
A)innovators
B)thinkers
C)achievers
D)experiencers
E)strivers

Accepted Answer

According to the VALS system, thinkers are characterized as mature, reflective individuals who prioritize practicality and functionality over trendiness and novelty. They also value durability and long-term quality in products. Therefore, mature and reflective people looking for durability, functionality, and value in products are most likely to fall under the category of thinkers.

Question 6

According to the VALS segmentation framework,consumers primarily motivated by ideals are guided by ________.
A)knowledge
B)social activity
C)products that demonstrate success to their peers
D)variety
E)risk

Accepted Answer

Consumers primarily motivated by ideals are guided by knowledge. They are driven by their beliefs and principles, and they seek out products and services that align with their values. They are often interested in social and environmental issues and are willing to pay more for products that promote sustainability and social responsibility.

Question 7

According to the VALS segmentation system,________ are conservative,conventional,and traditional people with concrete beliefs.
A)survivors
B)strivers
C)believers
D)makers
E)innovators

Accepted Answer

According to the VALS segmentation system, the group of people described as conservative, conventional and traditional with concrete beliefs are called "believers".

Question 8

The sale of turkeys in Singapore is highest in December,as people buy turkeys to serve at Christmas.Supermarkets who specifically advertise turkeys at this time of year are segmenting on the basis of ________.
A)benefits
B)user status
C)buyer-readiness stage
D)demographics
E)occasion

Accepted Answer

The sale of turkeys in December is directly linked to the occasion of Christmas, indicating that the supermarkets are segmenting their market on the basis of occasion.

Question 9

Which of the following statements about Gen Xers is true?
A)Gen Xers are more optimistic and team-oriented.
B)Gen Xers are selective,confident,and impatient.
C)Gen Xers are highly socially conscious and concerned about environmental issues.
D)Gen Xers share many of the same values toward work,family,and society as baby boomers.
E)Technology is a barrier for Gen Xers.

Accepted Answer

The answer of Which of the following statements about Gen...

Question 10

Linda was buying all her groceries from Home Needs supermarket for the past 5 years.She recently came across The Convenience Store,another supermarket just a few miles away from her place and started buying her groceries from them.Linda can be best described as ________.
A)a split loyal
B)an antiloyal
C)a shifting loyal
D)a hard-core loyal
E)a switcher

Accepted Answer

Linda used to be a hard-core loyal to Home Needs supermarket for 5 years, but she switched to The Convenience Store. Therefore, she can be described as a shifting loyal.

Question 11

According to the VALS segmentation system,________ are considered to be trendy and fun-loving people who are resource-constrained.They favor stylish products that emulate the purchases of those with greater material wealth.
A)strivers
B)survivors
C)experiencers
D)makers
E)believers

Accepted Answer

According to the VALS segmentation system, strivers are considered to be trendy and fun-loving people who are resource-constrained. They prefer affordable products that emulate the purchases of those with greater material wealth. Survivors are focused on meeting basic needs, experiencers are interested in new experiences and adventures, makers are practical and self-sufficient, and believers are traditional and conservative. Therefore, the best choice for the described segment is A) strivers.

Question 12

According to the VALS segmentation system,________ are considered to be elderly,passive people who are concerned about change and are loyal to their favorite brands.
A)believers
B)strivers
C)makers
D)strugglers
E)experiencers

Accepted Answer

In the VALS segmentation system, "strugglers" are typically characterized as elderly, passive individuals who are cautious about change and tend to remain loyal to their favorite brands.

Question 13

A hardware store is interested in reaching people who are characterized by the VALS system as being practical,down-to-earth,and self-sufficient,who like to work with their hands,or the ________ category.
A)believers
B)strivers
C)survivors
D)experiencers
E)makers

Accepted Answer

The makers category in the VALS system aligns with people who are characterized by being practical, down-to-earth, and self-sufficient, who like to work with their hands. This category represents individuals who value self-reliance and enjoy hands-on activities, such as DIY projects and repairs, making them the ideal target audience for a hardware store. The other categories mentioned, such as believers, strivers, survivors, and experiencers, do not align with the characteristics of the target audience described.

Question 14

If a marketing manager employs such marketing techniques as online buzz,student ambassadors,cool events,and street teams to reach target markets,the manager is most likely appealing to the ________ market.
A)Generation Z
B)Generation X
C)Generation Y
D)Silent generation
E)Baby boomers

Accepted Answer

Online buzz, student ambassadors, cool events, and street teams are all marketing techniques that resonate with Generation Y, or millennials. This generation, born between 1981 and 1996, is tech-savvy, values experiences over material possessions, and responds well to peer recommendations. These marketing techniques are geared towards creating hype and excitement around a brand or product, which is something Generation Y is particularly attracted to.

Question 15

Each ________ or cohort is profoundly influenced by the times in which it grew up-the music,movies,politics,and defining events of that period.
A)consumer
B)baby boomer
C)Generation Yer
D)generation
E)person

Accepted Answer

The sentence is referring to a group of people who grew up during a specific time period, which is what is meant by a generation. The other options are too specific or too general to fit this sentence.

Question 16

According to the VALS segmentation system,________ are successful and are work-oriented.They like established and prestige brands that demonstrate their success to their peers.
A)thinkers
B)innovators
C)achievers
D)believers
E)experiencers

Accepted Answer

According to the VALS segmentation system, "achievers" are successful and work-oriented individuals who value established and prestige brands that reflect their success to their peers.

Question 17

Rock band Foo Fighters created a digital street team that sends targeted email messages to members who receive exclusive news,previews,and opportunities to win prizes.The Foo Fighters are using ________ to reach Generation Y.
A)student ambassadors
B)unconventional sports
C)cool events
D)computer games
E)online buzz

Accepted Answer

The digital street team created by Foo Fighters is reaching out to Generation Y through online buzz. They are utilizing email messages to provide exclusive news, previews, and opportunities, which will create buzz online and attract younger fans.

Question 18

When Amy goes shopping for clothes,she goes into every store in the mall looking for the best deal.She is very price-conscious.On the basis of loyalty status,Amy can be described as ________.
A)a switcher
B)a split loyal
C)a shifting loyal
D)a hard-core loyal
E)an antiloyal

Accepted Answer

Amy's behavior of going into every store in search of the best deal indicates that she is not loyal to any particular store or brand, making her a switcher.

Question 19

________ is the science of using psychology and demographics to better understand consumers.
A)Psychographics
B)Interactionism
C)Clustering
D)Demographic transition
E)Customerization

Accepted Answer

Psychographics is the science of using psychological and demographic data to better understand and categorize consumers. It is used to identify consumers' interests, values, beliefs, and lifestyles to create more effective marketing strategies. The other options (B) Interactionism, (C) Clustering, (D) Demographic transition, and (E) Customerization do not specifically refer to using psychology and demographics to understand consumers.

Question 20

China's Gen Y are significantly more entrepreneurial and _______ than their parents,and with market reform,can more easily become entrepreneurs.
A)computer game savvy
B)capitalistic
C)conventional
D)simplistic
E)pessimistic

Accepted Answer

The sentence states that China's Gen Y (Generation Y, referring to people born between 1980 and 2000) are more entrepreneurial and capitalist than their parents. This suggests that they are more willing to take risks and invest in their own businesses, as well as embrace market-oriented principles such as competition and profit. The other options, computer game savvy, conventional, simplistic, and pessimistic, do not directly relate to entrepreneurship or capitalism, so they are not the best choices.

Quiz 8: Identifying Market Segments and Targets

According to the VALS segmentation system,________ are successful,sophisticated,and have high self-esteem.They have cultivated tastes with preferences for upscale,niche products and services..

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n) ________.

The key to attracting potential users,or even possibly nonusers,is ________.

Dennis requests his father to buy him a PlayStation for his birthday.With respect to consumer decision roles,which role is Dennis currently playing?

Mature and reflective people who seek durability,functionality,and value in products are most likely to be categorized as ________ in the VALS system.

According to the VALS segmentation framework,consumers primarily motivated by ideals are guided by ________.

According to the VALS segmentation system,________ are conservative,conventional,and traditional people with concrete beliefs.

The sale of turkeys in Singapore is highest in December,as people buy turkeys to serve at Christmas.Supermarkets who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Which of the following statements about Gen Xers is true?

Linda was buying all her groceries from Home Needs supermarket for the past 5 years.She recently came across The Convenience Store,another supermarket just a few miles away from her place and started buying her groceries from them.Linda can be best described as ________.

According to the VALS segmentation system,________ are considered to be trendy and fun-loving people who are resource-constrained.They favor stylish products that emulate the purchases of those with greater material wealth.

According to the VALS segmentation system,________ are considered to be elderly,passive people who are concerned about change and are loyal to their favorite brands.

A hardware store is interested in reaching people who are characterized by the VALS system as being practical,down-to-earth,and self-sufficient,who like to work with their hands,or the ________ category.

If a marketing manager employs such marketing techniques as online buzz,student ambassadors,cool events,and street teams to reach target markets,the manager is most likely appealing to the ________ market.

Each ________ or cohort is profoundly influenced by the times in which it grew up-the music,movies,politics,and defining events of that period.

According to the VALS segmentation system,________ are successful and are work-oriented.They like established and prestige brands that demonstrate their success to their peers.

Rock band Foo Fighters created a digital street team that sends targeted email messages to members who receive exclusive news,previews,and opportunities to win prizes.The Foo Fighters are using ________ to reach Generation Y.

When Amy goes shopping for clothes,she goes into every store in the mall looking for the best deal.She is very price-conscious.On the basis of loyalty status,Amy can be described as ________.

________ is the science of using psychology and demographics to better understand consumers.

China's Gen Y are significantly more entrepreneurial and _______ than their parents,and with market reform,can more easily become entrepreneurs.