Question 1

the VALS framework,each consumer segment exhibits unique media preferences.Which segment is the heaviest reader of Reader's Digest?
A) Strivers
B) Believers
C) Experiencers
D) Survivors
E) Makers

Accepted Answer

Believers are characterized as being conservative and traditional, with a focus on family and religion. They are also known to be heavy readers of magazines and newspapers, and Reader's Digest is a publication that aligns with their values and interests.

Question 2

percentage of adults is considered to be opinion leaders?
A) 1 percent
B) 5 percent
C) 10 percent
D) 25 percent
E) It depends upon the type of product.

Accepted Answer

Research has shown that approximately 10% of the adult population are considered opinion leaders. This is based on their ability to influence the attitudes and behaviors of others in their social circle. However, it's worth noting that this percentage may vary depending on the type of product or industry being analyzed.

Question 3

company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of __________ for activewear clothing.
A) lifestyle makers
B) aspirational people
C) autonomous leaders
D) opinion leaders
E) joint decision makers

Accepted Answer

The cheerleading squad may be considered opinion leaders as they may have a significant influence on their peers' fashion choices and purchasing decisions. As active and involved teenagers, they may also provide valuable feedback on the functionality and design of the activewear line.

Question 4

the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?
A) Experiencers
B) Believers
C) Thinkers
D) Survivors
E) Makers

Accepted Answer

Experiencers are young, enthusiastic, and impulsive consumers who are more likely to be interested in the latest trends and innovations. They are also heavy users of social media and online platforms, and they tend to be active in online chat rooms and forums where they can share their experiences and opinions with others. Therefore, Experiencers are the most likely segment to visit Internet chat rooms.

Question 5

VALS segments stand apart; one represents the group with the highest resources and innovation and the other represents the lowest resources and innovation.These two groups are the__________ and the __________.
A) Thinkers; Believers
B) Strivers; Survivors
C) Achievers; Strivers
D) Innovators; Survivors
E) Experiencers; Makers

Accepted Answer

The VALS segments that represent the group with the highest resources and innovation are the Innovators, and the ones that represent the lowest resources and innovation are the Survivors. Therefore, the best choice is D) Innovators; Survivors. Choice A, B, C, and E are incorrect because they do not represent the two segments identified by the question.

Question 6

Individuals who exert direct or indirect social influence over others are referred to as
A) decision makers.
B) achievers.
C) innovators.
D) buzz managers.
E) opinion leaders.

Accepted Answer

The term "opinion leaders" refers to individuals who are able to influence others' attitudes and behaviors, either directly or indirectly. They may have expertise or knowledge in a particular area, or simply wield social power and status that makes others more likely to follow their lead. Option A ("Decision makers") may also have influence, but it is not necessarily tied to social status or expertise. Option B ("Achievers") and option C ("Innovators") may be seen as positive attributes, but they do not necessarily imply influence over others. Option D ("Buzz managers") is a recent term that refers to individuals or organizations that try to create buzz or word-of-mouth marketing through social media and other online channels - this may involve some influence over others, but it is a more specific and limited type of influence than what is implied by "opinion leaders."

Question 7

the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount,and are referred to as __________.
A) Strivers
B) Believers
C) Survivors
D) Makers
E) Thinkers

Accepted Answer

The VALS framework groups consumers into eight segments, and Survivors are the segment that represents consumers with the least resources. They tend to be loyal to their favorite brands, especially if they can be purchased at a discount. Strivers are also price-sensitive but are more focused on achieving their goals through hard work and self-improvement. Believers are motivated by a strong sense of faith and community, while Makers are self-directed and seek creative outlets for their energy. Thinkers are introspective and enjoy intellectual pursuits.

Question 8

Opinion leaders refer to
A) individuals within an organization who influence decision-making.
B) individuals who are able to use moral suasion to get others to comply with the latest trends.
C) individuals in an organization who encourage other paid individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.
D) individuals who exert direct or indirect social influence over others.
E) individuals who are able and willing to cut red tape and move an organization's marketing program forward.

Accepted Answer

Opinion leaders are individuals who exert direct or indirect social influence over others, either through their expertise, reputation, or personality. They are recognized as knowledgeable and trustworthy sources of information, and their opinions and recommendations are valued by others. They are not necessarily within an organization or focused on promoting a marketer's message, as options A, C, and E suggest. Option B refers to a specific type of opinion leader who uses moral persuasion, but this is not a comprehensive definition of the term.

Question 9

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"C" refers to
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.

Accepted Answer

The answer of  VALS Framework
-creates profiles of people based...

Question 10

the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to read business and news magazines?
A) Experiencers
B) Thinkers
C) Believers
D) Strivers
E) Makers

Accepted Answer

According to the VALS framework, Thinkers are motivated by ideals and knowledge. They are information seekers and tend to read business and news magazines to stay informed and up-to-date on current events and trends.

Question 11

Dutch tulip growers have developed pre-sprouted bulbs,which will bloom in consumers' gardens just a few weeks after spring planting so people who didn't or couldn't plant bulbs in the fall will have spring flowers.Nurseries plan to promote the pre-sprouted tulips to people who appreciate "finer things" and will pay the premium price.Which of the following VALS segments would be most suitable for this product?
A) Survivors
B) Believers
C) Makers
D) Innovators
E) Experiencers

Accepted Answer

Innovators are the most likely to embrace new technologies or products, and are characterized by a high level of education, social status, and financial resources. They are also willing to pay a premium for innovative products, which makes them the most suitable segment for the pre-sprouted bulbs.

Question 12

Consumers' purchases are often influenced by the views,opinions,or behaviors of others.Two aspects of personal influence that are important to marketers are opinion leadership and __________.
A) consumer socialization
B) word-of-mouth activity
C) peer pressure
D) government regulation
E) sales promotion

Accepted Answer

The first part of the question mentions that consumers' purchases can be influenced by others' views and behaviors, leading to the importance of personal influence for marketers. The second aspect mentioned is opinion leadership, which refers to individuals who are considered experts and are often sought out for advice and recommendations by others. The blank space in the question refers to the other aspect of personal influence, which is word-of-mouth activity. This refers to the spread of information and opinions about products or services through conversations and recommendations among friends, family, and other acquaintances. Therefore, option B (word-of-mouth activity) is the best choice to fill in the blank.

Question 13

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"B" refers to
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.

Accepted Answer

The answer of  VALS Framework
-creates profiles of people based...

Question 14

are a consumer electronics manufacturer and will introduce a new high-quality Internet-capable,3D LED HDTV during the next six months.In the past,you have had success using lifestyle analysis,particularly the VALS system,to help you profile your customers.Which of the following VALS profiles would be the most logical target market for your new product?
A) Survivors
B) Believers
C) Experiencers
D) Achievers
E) Innovators

Accepted Answer

Innovators are characterized by high resources and a high level of innovation, making them the most likely to be interested in new, high-quality technology products like a 3D LED HDTV.

Question 15

the VALS framework,consumers can have abundant or minimal level of psychological,physical,and material resources.One segment with minimal resources,known as __________,focuses on meeting basic needs (safety and security)rather than fulfilling desires.
A) Thinkers
B) Innovators
C) Makers
D) Survivors
E) Strivers

Accepted Answer

Survivors, according to the VALS framework, have minimal psychological, physical, and material resources and therefore focus on fulfilling basic needs such as safety and security. They are not as concerned with fulfilling desires or pursuing innovation and creativity like other segments such as Innovators or Thinkers.

Question 16

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"A" refers to
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.

Accepted Answer

The answer of  VALS Framework
-creates profiles of people based...

Question 17

consumer's purchases are often influenced by the views,opinions,or behaviors of others.Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.
A) parental guidance
B) peer pressure
C) opinion leadership
D) government regulation
E) psychographics

Accepted Answer

Opinion leadership refers to individuals who have the ability to influence others' attitudes or behaviors, often due to their expertise, status, or personality, making it a key aspect of personal influence in marketing alongside word-of-mouth activity.

Question 18

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"E" refers to
A) Ideals
B) Achievement
C) Self-Expression
D) Survivors
E) Innovators

Accepted Answer

The answer of  VALS Framework
-creates profiles of people based...

Question 19

VALS Framework
-creates profiles of people based on their primary motivation and resources.In the VALS framework above,"D" refers to
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.

Accepted Answer

The answer of  VALS Framework
-creates profiles of people based...

Question 20

consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are
A) lifestyle and motivation.
B) personality and lifestyle.
C) opinion leadership and word-of-mouth activity.
D) word-of-mouth activity and psychographics.
E) psychographics and demographics.

Accepted Answer

Opinion leadership refers to individuals who are highly knowledgeable and influential in a particular product category or area of interest. Their opinions and recommendations have a significant impact on the purchasing decisions of others. Word-of-mouth activity refers to the spread of information or recommendations about a product or service from one person to another, often through informal conversations. These two aspects of personal influence are important in marketing because they can be used to target specific groups of consumers and create a buzz around a product or service.

Quiz 5: Understanding Consumer Behavior

the VALS framework,each consumer segment exhibits unique media preferences.Which segment is the heaviest reader of Reader's Digest?

percentage of adults is considered to be opinion leaders?

company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of __________ for activewear clothing.

the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?

VALS segments stand apart; one represents the group with the highest resources and innovation and the other represents the lowest resources and innovation.These two groups are the and the .

Individuals who exert direct or indirect social influence over others are referred to as

the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount,and are referred to as __________.

Opinion leaders refer to

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"C" refers to

the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to read business and news magazines?

Consumers' purchases are often influenced by the views,opinions,or behaviors of others.Two aspects of personal influence that are important to marketers are opinion leadership and __________.

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"B" refers to

the VALS framework,consumers can have abundant or minimal level of psychological,physical,and material resources.One segment with minimal resources,known as __________,focuses on meeting basic needs (safety and security) rather than fulfilling desires.

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"A" refers to

consumer's purchases are often influenced by the views,opinions,or behaviors of others.Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"E" refers to

VALS Framework -creates profiles of people based on their primary motivation and resources.In the VALS framework above,"D" refers to

consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are