Question 1

________ 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.

Accepted Answer

The answer of ________ are products such as the Mercedes...

Question 2

Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.

Accepted Answer

The fact that newlyweds are buying more in the first six months than an established household does in five years suggests that they are in a unique life stage, making A) life stage the best choice. Age, behavior, user status, and income may all be factors that contribute to this segment, but life stage is the driving force behind the behavior.

Question 3

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions.

Accepted Answer

Masstige goods are products that are positioned between mass-market and luxury goods, offering consumers higher quality and more prestige at accessible prices. Examples of masstige brands include Kiehl's and Kendall-Jackson wines.

Question 4

Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

Accepted Answer

Life stage segmentation would be the best choice as it considers major life events like divorce which can influence consumer behavior and needs. This subsegment format would allow marketers to target Jose and Erika based on their unique needs and preferences during this period of transition.

Question 5

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.

Accepted Answer

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

Question 6

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.

Accepted Answer

The VALS segmentation system defines "Achievers" as individuals who prioritize personal and professional success and value high-quality, status-oriented products that demonstrate their success to others. This aligns with the description given in the question, which emphasizes a focus on career and family, as well as a preference for premium products that signal success to peers.

Question 7

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.

Accepted Answer

The American Legacy Foundation is using street teams to reach Generation Y by hiring teens as the "Truth Squad" to hand out promotional items at teen-targeted events.

Question 8

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.

Accepted Answer

The category described fits the "Makers" segment of the VALS system, which represents individuals who enjoy hands-on work and value self-sufficiency.

Question 9

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.

Accepted Answer

Innovators are described by the VALS segmentation system as successful, sophisticated, and active individuals with high self-esteem, who prefer upscale, niche-oriented products and services, reflecting their cultivated tastes.

Question 10

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

Accepted Answer

The VALS system describes Thinkers as mature, reflective, and concerned with functionality and value in products. These individuals are also interested in educational and intellectual pursuits, making them the best fit for this scenario. Innovators are typically the first to adopt new products, Achievers are focused on success and status, Experiencers seek variety and stimulation, and Strivers are also focused on success but are more impulsive in their decision-making.

Question 11

The ________ segment of the US premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make sure they're getting the right bottle.

Accepted Answer

The Image Seekers segment fits the description given as they use wine as a badge to say who they are and are willing to pay more to ensure they're getting the right bottle. The Enthusiast segment may also be a possibility, but the age of 35 seems too low for this group.

Question 12

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.

Accepted Answer

The use of a digital street team and targeted e-mail messages is an example of utilizing online buzz to reach Generation Y. This generation heavily relies on technology and digital platforms for communication and entertainment, making it a strategic approach for the Foo Fighters to connect with their target audience.

Question 13

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

Accepted Answer

Consumers primarily motivated by ideals are driven by knowledge, principles, and beliefs. They are motivated by a desire for self-expression, social responsibility, and a sense of belonging. They seek products and services that align with their values and beliefs.

Question 14

When consumers use Tide TOTALCARE laundry detergent, which is used by consumers who want to obtain dry-cleaning type results at home, it is an example of ________, or switching spending from one category to another while preserving a desired experience.

Accepted Answer

Trading over refers to the process where consumers switch their spending from one category to another while still seeking to maintain a desired experience or outcome. In this case, consumers are moving their spending from professional dry-cleaning services to a premium laundry detergent that promises similar results, which is an example of trading over.

Question 15

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

Accepted Answer

The "boom-boom effect" refers to the trend that products or marketing campaigns that appeal to young adults (generally, 21-year-olds) also appeal to baby boomers, leading to increased sales for those products.

Question 16

Which of the following statements about Gen Yers is true?

Accepted Answer

This statement accurately describes the characteristics commonly attributed to Gen Yers, also known as Millennials. They are often described as selective in their purchasing and career choices, confident in their abilities, and impatient for success.

Question 17

Which of the following statements about Gen Xers is true?

Accepted Answer

Gen Xers are known for valuing self-sufficiency and independence, often preferring to handle situations on their own.

Question 18

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

Accepted Answer

Psychographics is the science of using psychology (such as values, attitudes, and lifestyles) in combination with demographic data (such as age, gender, and income) to better understand and segment consumers. It helps marketers and businesses tailor their products, services, and marketing messages to specific groups of consumers with similar psychographic profiles.

Question 19

The horizontal dimension in the VALS framework is ________.

Accepted Answer

The VALS framework's horizontal dimension is consumer motivation. This dimension represents the primary psychological driver shaping a person's behavior and attitudes. VALS uses three consumer motivation groups: ideals, achievement, and self-expression. Each group is further divided into two types based on resources: high and low. Therefore, the horizontal dimension is crucial in understanding the consumer behavior of different groups.

Question 20

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) ________.

Accepted Answer

Experiencers are young, enthusiastic, and impulsive consumers who are looking for new and exciting experiences. They enjoy being social, taking risks, and trying new things, which aligns with Kim's interests in snowboarding and going to rock concerts. They tend to have low to moderate incomes and are heavy users of social media and other forms of digital technology. Thinkers and achievers are more practical and goal-oriented, while strivers and survivors have more limited resources and priorities.

Quiz 9: Identifying Market Segments and Targets