Question 1

According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.
A) innovators
B) thinkers
C) achievers
D) experiencers
E) believers

Accepted Answer

Innovators are described as successful, sophisticated, active, "take-charge" people with high self-esteem, and their purchases often reflect cultivated tastes for upscale, niche-oriented products and services.

Question 2

________ 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 study of personality, values, opinions, attitudes, interests, and lifestyles of consumers to better understand them. It involves using psychological and demographic factors to segment consumers and create targeted marketing strategies.

Question 3

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.
A) computer games
B) street teams
C) unconventional sports
D) online buzz
E) videos

Accepted Answer

The American Legacy Foundation is using street teams, also known as "Truth Squads," to hand out promotional items at teen-targeted events. This is a form of grassroots marketing that is particularly effective with Generation Y, who respond well to peer-to-peer marketing strategies.

Question 4

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 VALS segmentation system, strivers are described as trendy and fun-loving people who often have lower incomes and are resource-constrained. They are likely to choose products that emulate the purchases of those with greater material wealth, while also seeking products that enhance their social status. Therefore, the best choice for this question is A) strivers.

Question 5

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

Understanding the reasons why potential users or nonusers are not currently using a product or service is key to addressing their concerns and potentially attracting them to become users. Without understanding these reasons, it may be difficult to effectively market or promote the product or service to these individuals.

Question 6

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

Thinkers, in the VALS system, are described as mature, reflective individuals who prioritize practicality, durability, and value in their purchasing decisions. They value knowledge and understanding, as well as intellectual and cultural pursuits. Therefore, they are the best fit for this description.

Question 7

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

The answer of If a marketing manager employs such marketing...

Question 8

According to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate 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, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers. Thinkers are motivated by ideals and tend to be mature, reflective, and informed. Innovators are very active consumers and tend to be on the leading edge of change. Believers are motivated by ideals and tend to be conservative and conventional. Experiencers are motivated by self-expression and tend to be young, enthusiastic, and impulsive consumers.

Question 9

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 VALS category that best describes individuals who are practical, down-to-earth, and self-sufficient and enjoy working with their hands is the "makers" category. Makers are characterized as practical problem-solvers who enjoy hands-on projects and DIY activities. Therefore, the hardware store's target audience would fall into the makers category.

Question 10

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 feel self-sufficiency and the ability to handle any circumstance are key.
E) Technology is a barrier for Gen Xers.

Accepted Answer

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

Question 11

According to the VALS segmentation system, ________ are conservative, conventional, and traditional
People with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands.
A) survivors
B) strivers
C) believers
D) makers
E) innovators

Accepted Answer

According to the VALS segmentation system, believers are characterized as conservative, conventional, and traditional with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands, matching the description given in the question. The other VALS segments (survivors, strivers, makers, and innovators) do not share all of these characteristics.

Question 12

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

According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by knowledge. They are motivated by their beliefs and principles and are interested in purchasing products that align with their values, such as environmentally friendly or socially responsible products.

Question 13

The sale of turkeys in the United States is highest in mid-to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores 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 at this time of year is specifically for the occasion of Thanksgiving. Therefore, grocery stores are segmenting their target market based on the occasion.

Question 14

Which of the following statements about Gen Yers is true?
A) They are selective, confident, and impatient.
B) They are more likely to associate retirement with "the beginning of the end".
C) They are more pragmatic and individualistic.
D) They were born between 1964 and 1978.
E) They were the first generation to find surpassing their parents' standard of living a serious challenge.

Accepted Answer

Selective, confident, and impatient are commonly used to describe the characteristics of Gen Yers, also known as Millennials. Option B refers to Baby Boomers, while option C is more associated with Generation X. Option D refers to Generation X as well, and option E is more applicable to Millennials as they have faced economic challenges such as high student loan debt and a challenging job market.

Question 15

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that
Extend historically high-priced brands down-market while retaining their cachet.
A) Hourglass products
B) Mass market products
C) Old Luxury brand extensions
D) Masstige goods
E) Accessible superpremium products

Accepted Answer

Old Luxury brand extensions are products that extend historically high-priced brands down-market while retaining their cachet, such as the Mercedes Benz C-class and the American Express Blue card.

Question 16

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) survivors
E) experiencers

Accepted Answer

Survivors, according to VALS, are elderly, passive individuals who resist change and remain loyal to their favorite brands.

Question 17

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 one who initiates the request or need for a PlayStation®, making him the initiator in this consumer decision role. The influencer could be another person who influences Dennis' decision, such as a friend who has a PlayStation® or a review he read online. The decider would be the person who ultimately makes the decision to purchase the PlayStation®, which may or may not be Dennis' father. The buyer would be the person who physically buys the PlayStation® in the store or online. The gatekeeper would be a person who controls access to the PlayStation®, such as a store employee or a parent who restricts the amount of time Dennis can use the PlayStation®.

Question 18

Kim is a young professional who enjoys snowboarding 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 consumers who are motivated by self-expression. They seek variety and excitement, often through physical activities and social events, such as snowboarding and rock concerts.

Question 19

Rock band Foo Fighters created a digital street team that sends targeted e-mail 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 the Foo Fighters is an example of creating online buzz through targeted email messaging, which is a method commonly used to reach Generation Y.

Question 20

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?
A) consumers are demanding more "bang for their buck"
B) Baby boomers still rule the marketplace
C) Generation Y and their concern about environmental issues will dominate the market in the future
D) products that appeal to 21-year-olds also appeal to baby boomers
E) companies must gain success quickly

Accepted Answer

The "boom-boom effect" describes the phenomenon where products that appeal to younger generations, specifically 21-year-olds, also appeal to baby boomers. This suggests that certain products can bridge the generation gap and be marketed successfully to both age groups.

Quiz 8: Identifying Market Segments and Targets

According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.

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

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.

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.

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

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

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.

According to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.

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.

Which of the following statements about Gen Xers is true?

According to the VALS segmentation system, ________ are conservative, conventional, and traditional People with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands.

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

The sale of turkeys in the United States is highest in mid-to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Which of the following statements about Gen Yers is true?

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that Extend historically high-priced brands down-market while retaining their cachet.

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.

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

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

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

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?