Question 1

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP-code areas.
A) Psychographics
B) Topographics
C) Geodemographics
D) Behaviorgraphics
E) Cosmographics

Accepted Answer

Geodemographics is a marketing research method that combines demographic and lifestyle information of people living within specific geographic areas, such as ZIP codes or neighborhoods.

Question 2

The desire to buy and own products,the enjoyment of these items,and the desire for money that enables the acquisition of products is known as _____.
A) socialization
B) materialism
C) functionalism
D) socialism
E) egoism

Accepted Answer

Materialism refers to the focus on material belongings and the desire to acquire and own products. The other options do not fit the given description.

Question 3

Which VALS™ group is the most likely to buy hand tools?
A) Innovators
B) Thinkers
C) Believers
D) Makers
E) Survivors

Accepted Answer

Makers are practical and self-sufficient, which makes them more likely to buy hand tools for DIY projects and repairs.

Question 4

Nielsen Claritas' PRIZMNE,a geodemographic marketing service,has grouped U.S.neighborhoods into 66 clusters and given them descriptive names.The "Bohemian Mix" cluster would be expected to have all EXCEPT which of the following types of residents?
A) early adopters of products and services
B) urbanites
C) blue-collar workers
D) students
E) liberal people

Accepted Answer

The "Bohemian Mix" cluster is described as including urbanites, students, and liberal people who are often early adopters of products and services. Blue-collar workers are not typically associated with this type of cluster.

Question 5

Which PRIZMNE cluster represents a stereotypical American household of previous generations?
A) Bohemian Mix
B) White Picket Fences
C) Suburban Pioneers
D) Up & Comers
E) Traditionalists

Accepted Answer

White Picket Fences represents a stereotypical American household of previous generations, often characterized by suburban living, family-oriented values, and middle-class status.

Question 6

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZMNE cluster would Terron most likely belong?
A) Innovators
B) Bohemian Mix
C) White Picket Fences
D) Upper Crust
E) Big Fish, Small Pond

Accepted Answer

The answer of Terron is a young professional that always...

Question 7

Joan has a strong self-esteem and abundant resources.Friends and colleagues look to her for new ideas and trends.In terms of the VALS™ framework,Joan is a(n)_____.
A) Believer
B) Achiever
C) Innovator
D) Maker
E) Shaker.

Accepted Answer

According to the VALS™ framework, Innovators are successful, sophisticated, take-charge people with high self-esteem and abundant resources. They are very receptive to new ideas and technologies and are the first to try out new products or services. Thus, Joan's characteristics align with those of an Innovator.

Question 8

Which VALS™ group is the most likely to structure their social lives around their family,place of worship,and work?
A) Innovators
B) Thinkers
C) Achievers
D) Strivers
E) Makers

Accepted Answer

According to VALS™, the group that is most likely to structure their social lives around their family, place of worship, and work is the "Achievers" group. Achievers are driven by the desire for achievement, fulfillment, and prestige, and they typically have established social networks that revolve around success in these areas. They place a high value on work, community involvement, and social status, and they are likely to prioritize their family and religious affiliation as well.

Question 9

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.
A) are in the same income category
B) reside in similar areas
C) are of the same age
D) are of the same gender
E) are of the same ethnic group

Accepted Answer

Geodemographic targeting suggests that people who reside in similar areas share similarities in demographic and lifestyle characteristics, as they are likely to be influenced by the same social and physical environment. While income, age, gender, and ethnic group may also be factors in targeting, they are not necessarily the premise underlying geodemographic targeting.

Question 10

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.
A) tweens
B) toddlers
C) teenagers
D) kids
E) busters

Accepted Answer

The answer of Marketers typically refer to children aged 4...

Question 11

There are proportionately _____ young adults (ages 20 to 34)than there were in prior generations.
A) the same number of
B) more
C) fewer
D) dramatically more
E) fewer middle-agers than

Accepted Answer

There are proportionately fewer young adults today compared to prior generations due to factors like declining birth rates and aging populations.

Question 12

Which VALS™ group is the most likely to camp,hike,or enjoy other types of outdoor recreation?
A) Innovators
B) Strivers
C) Survivors
D) Experiencers
E) Believers

Accepted Answer

Experiencers are a VALS group that tends to be young, enthusiastic, and impulsive. They seek adventure and are likely to engage in outdoor recreational activities like camping, hiking, and other outdoor adventures. They also tend to be social and thrive on excitement, making them a good fit for these types of activities.

Question 13

Which VALS™ group is the most likely to drink domestic beer?
A) Experiencers
B) Believers
C) Innovators
D) Survivors
E) Strivers

Accepted Answer

Believers are typically conservative, conventional, and traditional, often preferring familiar domestic products, including domestic beer.

Question 14

In the U.S.,middle-agers (ages 35 to 54)have _____ in recent years.
A) stayed the same in number
B) decreased in number
C) increased in number
D) become less affluent
E) become more affluent

Accepted Answer

According to population data, the number of middle-agers (ages 35 to 54) has increased in recent years.

Question 15

In Nielsen Claritas' PRIZMNE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas's original segmentation system.
A) new evolution
B) new edition
C) next evolution
D) neo-edition
E) need edition

Accepted Answer

The answer of In Nielsen Claritas' PRIZMNE system of geodemographic...

Question 16

Leslie was born in 1957.To which generation does she belong?
A) Generation X
B) Generation Y
C) Baby Boom
D) Yup & Comers
E) Traditionalists

Accepted Answer

Leslie was born during the baby boom period, which is between 1946 and 1964. Therefore, she belongs to the Baby Boomer generation.

Question 17

Which PRIZMNE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles,recently divorced and single parents who have moved into older,inner-ring suburbs?
A) White Picket Fences
B) Suburban Pioneers
C) Bohemian Mix
D) Up & Comers
E) Non-traditionalists

Accepted Answer

The answer of Which PRIZMNE cluster includes neighborhoods where occupants...

Question 18

Jessica is 10 years old.To marketers,she is classified as a _____.
A) kid
B) teenager
C) toddler
D) buster.
E) tween

Accepted Answer

Jessica is in the age range of 8-12 years old, which is commonly referred to as the "tween" age group. This is a specific demographic that marketers target with products and advertising campaigns. The other choices (kid, toddler, buster) refer to younger age groups, while teenager refers to an older age group.

Question 19

Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?
A) geographic distribution of consumers
B) age structure of the population
C) changing household composition
D) ethnic population developments
E) All of these are major demographic aspects.

Accepted Answer

The answer of Which of the following is NOT a...

Question 20

In Nielsen Claritas' PRIZMNE system of geodemographic profiling,PRIZM stands for ____.
A) Personal Rating Information by Zip Markets
B) Potential Rank Index by Zip Markets
C) Personal Rank Index by Zip Markets
D) Personal Rating Index by Zip Markets
E) Potential Rating Index by Zip Markets

Accepted Answer

PRIZM stands for Potential Rating Index by Zip Markets, which is a system used for geodemographic profiling to categorize neighborhoods into segments based on various socioeconomic and demographic factors.

Quiz 5: Segmentation, Targeting, and Positioning

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP-code areas.

The desire to buy and own products,the enjoyment of these items,and the desire for money that enables the acquisition of products is known as _____.

Which VALS™ group is the most likely to buy hand tools?

Nielsen Claritas' PRIZMNE,a geodemographic marketing service,has grouped U.S.neighborhoods into 66 clusters and given them descriptive names.The "Bohemian Mix" cluster would be expected to have all EXCEPT which of the following types of residents?

Which PRIZMNE cluster represents a stereotypical American household of previous generations?

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZMNE cluster would Terron most likely belong?

Joan has a strong self-esteem and abundant resources.Friends and colleagues look to her for new ideas and trends.In terms of the VALS™ framework,Joan is a(n) _____.

Which VALS™ group is the most likely to structure their social lives around their family,place of worship,and work?

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.

There are proportionately _____ young adults (ages 20 to 34) than there were in prior generations.

Which VALS™ group is the most likely to camp,hike,or enjoy other types of outdoor recreation?

Which VALS™ group is the most likely to drink domestic beer?

In the U.S.,middle-agers (ages 35 to 54) have _____ in recent years.

In Nielsen Claritas' PRIZMNE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas's original segmentation system.

Leslie was born in 1957.To which generation does she belong?

Which PRIZMNE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles,recently divorced and single parents who have moved into older,inner-ring suburbs?

Jessica is 10 years old.To marketers,she is classified as a _____.

Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?

In Nielsen Claritas' PRIZMNE system of geodemographic profiling,PRIZM stands for ____.