Question 1

In the VALS typology, Thinkers are motivated by ideals and tend to have high resources. They tend to be well educated and actively seek out information in the decision-making process. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer reliability and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Accepted Answer

Thinkers in the VALS typology prioritize products that offer reliability and value, reflecting their ideal-driven nature and informed decision-making process.

Question 2

Consumer innovators are generally characterized by which of the following personality traits?
A) confident enough to experiment and self directed more than others in trying new things
B) reserved and skeptical of marketing information
C) extraverted and risk averse
D) high in exhibition and reserved
E) extraverted and reserved

Accepted Answer

Consumer innovators tend to be confident and self-directed, traits that enable them to experiment with and adopt new products or services ahead of the broader market. They are not typically characterized by being reserved, skeptical of marketing information, risk-averse, or both extraverted and reserved at the same time.

Question 3

The VALS typology classifies the American adult population into eight distinctive subgroups based on their motivations and level of resources. The three primary motivations include ________.
A) ideals, education, and achievement
B) ideals, achievement, and self-expression
C) knowledge, education, and self-expression
D) independence, aptitude, and achievement
E) aptitude, ideals, and self-expression

Accepted Answer

The three primary motivations in the VALS typology are ideals, achievement, and self-expression. These motivations help in understanding consumer behavior by categorizing individuals based on their values and lifestyle choices.

Question 4

The widely used segmentation system combining lifestyle and values is ________.
A) PALS
B) VALS
C) LAPS
D) SALS
E) CALS

Accepted Answer

VALS (Values and Lifestyles) is a proprietary research methodology used for psychographic market segmentation. It classifies consumers based on their values, attitudes, lifestyles, and demographics.

Question 5

PRIZM is an example of ________ segmentation.
A) demographic
B) geodemographic
C) psychographic
D) sociocultural
E) use-related

Accepted Answer

PRIZM is an example of geodemographic segmentation, which combines geographic, demographic, and lifestyle characteristics to classify consumers.

Question 6

In the VALS typology, Makers are motivated by self-expression and tend to have low resources. They choose hands-on constructive activities and spend leisure time with family and close friends. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Accepted Answer

The answer of In the VALS typology, Makers are motivated...

Question 7

The most popular use of geography in strategic targeting is ________ - a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.
A) countersegmentation
B) geodemographics
C) behavioral targeting
D) social class
E) psychographics

Accepted Answer

Geodemographics is the correct answer because it combines geographic information with demographic data to identify patterns and trends among consumers in specific areas, based on the idea that people living in proximity to each other are likely to have similar characteristics and behaviors.

Question 8

Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking. This gum has been positioned on the basis of ________.
A) demographic segmentation
B) family life cycle segmentation
C) psychographic segmentation
D) mass marketing
E) benefit segmentation

Accepted Answer

The gum is positioned based on the specific benefits it offers (nicotine satisfaction, help with quitting smoking, and teeth whitening), which is characteristic of benefit segmentation. Benefit segmentation focuses on the advantages or positive outcomes that consumers seek from a product.

Question 9

Sunshine Cruise Lines markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship, alleviating the hassle of flying between islands and staying in a different hotel every couple of nights. Targeting consumers who view this convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation

Accepted Answer

This is an example of benefit segmentation, where the market is divided based on the specific benefits consumers seek from the product, such as convenience and the ease of not having to move between hotels.

Question 10

Marketers segment some populations on the basis of cultural heritage and ________ because members of the same culture tend to share the same values, beliefs, and customs.
A) demographics
B) social class
C) ethnicity
D) personality traits
E) sociocultural values

Accepted Answer

Ethnicity is a key factor in segmenting populations for marketing because it is closely tied to cultural heritage, influencing shared values, beliefs, and customs among members of the same ethnic group.

Question 11

Rosetta Car Rental exercises ________ when it stocks more convertible cars in California than in New York.
A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation

Accepted Answer

Rosetta Car Rental is practicing geographic segmentation by allocating its resources (convertible cars) based on the location's characteristics (California vs. New York), likely due to differences in climate and customer preferences related to those geographic areas.

Question 12

Lifestyles, also known as ________, consist of activities, interests, and opinions.
A) psychographics
B) demographics
C) geodemographics
D) personality traits
E) benefit segmentation

Accepted Answer

Psychographics refers to the study of personality, values, opinions, attitudes, interests, and lifestyles. It goes beyond basic demographics to help marketers understand and reach their target audience based on their lifestyle choices.

Question 13

When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on ________.
A) usage rate
B) benefits
C) personality
D) culture
E) values

Accepted Answer

Colgate is segmenting its market based on the benefits that each product offers, such as germ fighting, fighting bad breath, and relief for sensitive gums. Each product is designed to meet specific needs or provide specific benefits to different segments of the market.

Question 14

Level of agreement with which of the following statements is associated with the Personal Controls Psychographic Factor?
A) I generally give gifts because people expect me to.
B) I seek fun and enjoyment in life.
C) The look of a website is an important factor in my buying decisions.
D) My friends often ask me for advice on fashion.
E) I am more conventional than experimental.

Accepted Answer

The answer of Level of agreement with which of the...

Question 15

In the VALS typology, Achievers are motivated by achievement and tend to have high resources. They have goal-oriented lifestyles that center on family and career. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Accepted Answer

The answer of In the VALS typology, Achievers are motivated...

Question 16

In the VALS typology, Innovators are successful, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Accepted Answer

Innovators, as described in the VALS typology, are individuals who are successful, have high self-esteem, and are open to new ideas and technologies. They tend to prefer products that reflect cultivated tastes for upscale niche products and services, as these align with their desire for innovation and their status as change leaders. This preference distinguishes them from other segments that might prioritize familiarity, basic value, or durability over uniqueness and exclusivity.

Question 17

Rate of usage is strongly related to two cognitive dimensions: product involvement and ________.
A) product awareness status
B) background
C) personality
D) awareness
E) country of origin

Accepted Answer

The answer of Rate of usage is strongly related to...

Question 18

________ implies a hierarchy in which individuals in the same class generally have the same degree of status, whereas members of other classes have either higher or lower status.
A) Usage rate
B) Subculture
C) Family life cycle
D) Social class
E) Religion

Accepted Answer

Social class implies a hierarchy where individuals within the same class typically share a similar status level, while those in other classes may have higher or lower status. This concept is fundamental in understanding how societal structures and interactions are organized based on economic, cultural, or social factors.

Question 19

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.
A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
D) usage-rate segmentation
E) usage situation segmentation

Accepted Answer

Targeting a group of heavy users based on the amount of product they consume is an example of usage-rate segmentation. This approach divides the market by the amount of product bought or consumed.

Question 20

In the VALS typology, ________ are motivated by ideals and tend to have low resources. They are generally slow to change as well as technology averse, and tend to prefer familiar products and established brands.
A) Innovators
B) Believers
C) Thinkers
D) Strivers
E) Experiencers

Accepted Answer

Believers are characterized by their motivation by ideals and typically have lower resources. They are conservative, preferring familiar products and established brands, and are generally slow to adopt new technologies or change, fitting the description provided.

Quiz 2: Market Segmentation and Real-Time Bidding

In the VALS typology, Thinkers are motivated by ideals and tend to have high resources. They tend to be well educated and actively seek out information in the decision-making process. This segment tends to prefer ________.

Consumer innovators are generally characterized by which of the following personality traits?

The VALS typology classifies the American adult population into eight distinctive subgroups based on their motivations and level of resources. The three primary motivations include ________.

The widely used segmentation system combining lifestyle and values is ________.

PRIZM is an example of ________ segmentation.

In the VALS typology, Makers are motivated by self-expression and tend to have low resources. They choose hands-on constructive activities and spend leisure time with family and close friends. This segment tends to prefer ________.

The most popular use of geography in strategic targeting is ________ - a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.

Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking. This gum has been positioned on the basis of ________.

Marketers segment some populations on the basis of cultural heritage and ________ because members of the same culture tend to share the same values, beliefs, and customs.

Rosetta Car Rental exercises ________ when it stocks more convertible cars in California than in New York.

Lifestyles, also known as ________, consist of activities, interests, and opinions.

When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on ________.

Level of agreement with which of the following statements is associated with the Personal Controls Psychographic Factor?

In the VALS typology, Achievers are motivated by achievement and tend to have high resources. They have goal-oriented lifestyles that center on family and career. This segment tends to prefer ________.

Rate of usage is strongly related to two cognitive dimensions: product involvement and ________.

________ implies a hierarchy in which individuals in the same class generally have the same degree of status, whereas members of other classes have either higher or lower status.

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.

In the VALS typology, ________ are motivated by ideals and tend to have low resources. They are generally slow to change as well as technology averse, and tend to prefer familiar products and established brands.