Deck 5: Segmentation, Targeting, and Positioning

Question 1

There is little need to target consumers using any of the non-behavioral bases for targeting if behaviorgraphic details are available.

Answer 1

True

Question 2

The biggest issue facing marketers that track consumer online behavior is privacy.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

The Actualizers would be the VALS?? group most likely to do gardening.

Question 5

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

Question 6

Targeting implies efficiency of effort.

Question 7

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

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

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

Question 10

The Believers is the VALS?? group that is least likely to do gourmet cooking.

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

In the VALS?? classification system,Thinkers are well-educated professionals who are well-informed about current affairs.

Question 21

Hispanic Americans represent the largest minority group in America.

Question 22

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 23

Ailing Outgoers are a good market for planned retirement communities and entertainment services.

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

Healthy Indulgers are in good health but are psychologically withdrawn from society.

Question 30

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

Question 31

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

Question 32

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

Question 33

Non-family households constitute nearly one-third of all households.

Question 34

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

Question 35

Teenagers want to be "marketed to," even if irrelevant information is communicated to them.

Question 36

There are now fewer young adults than was the case in prior generations.

Question 37

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

Question 38

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

Question 39

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

Question 40

The Playboy group is the smallest subset of all the Generation X categories and is closest to the Generation X stereotype of being slackers,cynics,and hopeless.

Question 41

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 42

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

Question 43

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

Question 44

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

Question 45

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

Question 46

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 47

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) Tacoda Systems
C) Information Resources Inc.
D) a and b only
E) a, b, and c

Question 48

_____ 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 49

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 50

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 51

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 52

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 53

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

Question 54

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 55

_____ 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 56

A targeting approach that embodies the "aim-where-the-ducks-are-flying" axiom is _____.

A) demographics
B) behaviorgraphics
C) psychographics
D) geodemographics
E) physiographics

Question 57

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 58

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 59

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

Question 60

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 61

Which of the following is a VALS™ segment?

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

Question 62

In the VALS™ framework,"Believers" _____.

A) exhibit high energy levels, which they devote to physical exercise and social activities
B) are conservative and 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 63

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 64

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 65

Bob and Sue are a young,newly married couple without any children.They have a positive,upwardly mobile perspective and expect to benefit from their own skills and abilities.They are environmentalists and enjoy outdoor activities in their free time.In terms of MindBase segments,which best describes Bob and Sue?

A) Up & Comers
B) Aspiring Achievers
C) Realists
D) New Traditionalists
E) Individualists

Question 66

Which of the following is one of the MindBase segments?

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

Question 67

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 68

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) outdoor recreation
D) economical
E) social

Question 69

Which of the following is a VALS™ segment?

A) Innovators
B) Up & Comers
C) Realists
D) Individualists
E) New Traditionalists

Question 70

James is driven by technology and success at work.He is single and finds little time for social interests and prefers to focus on climbing the career ladder.Which of the MindBase segments best describes James?

A) Up & Comers
B) Aspiring Achievers
C) Individualists
D) New Traditionalists
E) Renaissance Masters

Question 71

Which VALS™ group has the lowest income?

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

Question 72

Mauve is 60 years old and financially successful after a career in banking.She is still vitally connected to her community by participating in several civic activities.She is a life-long learner and actively participates in several senior activities that expand her personal horizons.In terms of the MindBase segments,_____ best describes Mauve.

A) Up & Comers
B) Maintainers
C) Aspiring Achievers
D) New Traditionalists
E) Renaissance Masters

Question 73

Which of the following is NOT a VALS™ segment?

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

Question 74

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 75

Which of the following is NOT one of the MindBase segments?

A) Up & Comers
B) Innovators
C) Realists
D) Family Centereds
E) Renaissance Masters

Question 76

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

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

Question 77

The youngest of the VALS™ segments are the _____.

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

Question 78

Katherine is a well-educated professional who is well-informed about current affairs.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 79

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

A) pursuit of ideals
B) resources
C) need for achievement
D) drive to self-express
E) All of these are primary motivation dimensions.

Question 80

The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire.

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