Question 1

In the VALS framework,consumers who are receptive to new ideas and technologies and like variety in their lives are referred to as __________.
A)Experiencers
B)Makers
C)Achievers
D)Innovators
E)Strivers

Accepted Answer

Innovators in the VALS framework are characterized as being receptive to new ideas and technologies and having a high level of education and income. They are also risk-takers and enjoy variety in their lives. Therefore, choice D is the best answer.

Question 2

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

Accepted Answer

According to the VALS framework, the "Thinkers" segment is characterized by a preference for information and knowledge. They are likely to read business and news magazines such as Fortune and Time to stay up to date with current events and business trends.

Question 3

LG is consumer electronics manufacturer that recently introduced a new 55" Internet-capable,3D OLED (Organic Light Emitting Diode)HDTV.As its marketing manager,you have had success using lifestyle analysis in the past,particularly the VALS system,to help you profile your customers.Which of the following VALS profiles would be the most likely target market for this product?
A)Survivors
B)Believers
C)Experiencers
D)Achievers
E)Innovators

Accepted Answer

Innovators are typically characterized by high income, high self-esteem, and a tendency to be early adopters of new technologies, making them the most likely target market for a high-end, innovative product like a 3D OLED HDTV.

Question 4

In the VALS framework,two segments stand apart based on their abundance or lack of psychological,physical,and material __________.
A)ideals
B)rewards
C)self-expression
D)achievement
E)resources

Accepted Answer

The two segments that stand apart in the VALS framework based on their abundance or lack of psychological, physical, and material resources are the Innovators and the Survivors. Innovators have abundant resources and are motivated by self-expression, whereas Survivors have limited resources and are motivated by security. Therefore, the correct answer is E, which refers to resources.

Question 5

A 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

The answer of A consumer's purchases are often influenced by...

Question 6

In 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 seek excitement and opportunities to explore. They are likely to be active users of the internet and social media, including visiting internet chat rooms.

Question 7

VALS 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 creates profiles of people based on...

Question 8

In the VALS framework,consumers who place importance on image-not as evidence of power or status,but as an expression of cultivated tastes,independence,and character-are referred to as __________.
A)Actualizers
B)Innovators
C)Achievers
D)Makers
E)Strivers

Accepted Answer

Innovators are the consumers who value self-expression, creativity, and leading-edge style as an indication of their independence and individuality. They are the ones who like to experiment with new ideas and are open to adopting new products or services if they believe they are a good fit for their lifestyle or tastes. Image is important to Innovators, not as evidence of power or status, but as a reflection of their cultivated tastes and unique character.

Question 9

VALS 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 creates profiles of people based on...

Question 10

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

Accepted Answer

Survivors have minimal resources and focus on meeting basic needs for safety and security. Thinkers focus on intellectual pursuits, Innovators seek novelty and individuality, Makers value self-expression and practicality, and Strivers aim for achievement and upward mobility.

Question 11

VALS 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 creates profiles of people based on...

Question 12

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

Accepted Answer

Believers are the heaviest readers of Reader's Digest. Believers are traditional and conservative consumers who value family, religion, and community. They prefer familiar and mainstream media, such as newspapers and magazines like Reader's Digest, which align with their values.

Question 13

VALS 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 creates profiles of people based on...

Question 14

A 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 knowledgeable and influential in certain product categories, and their opinions are sought out by others. Word-of-mouth activity refers to the spread of information about products or services from person to person. These two aspects of personal influence can greatly impact the success of marketing efforts.

Question 15

VALS 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 creates profiles of people based on...

Question 16

In the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.
A)Experiencers
B)Innovators
C)Makers
D)Achievers
E)Strivers

Accepted Answer

Innovators are characterized by having abundant resources and are successful, sophisticated, and take-charge individuals with high self-esteem.

Question 17

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 and unique products such as pre-sprouted tulip bulbs. They are willing to take risks and experiment with new products, making them the most suitable VALS segment for this product.

Question 18

Two 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 segment with the highest resources and innovation is the Innovators, while the segment with the lowest resources and innovation is the Survivors. Therefore, option D is the correct answer.

Question 19

In 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 are referred to as __________.
A)Strivers
B)Believers
C)Survivors
D)Makers
E)Thinkers

Accepted Answer

The consumers described in the question with limited resources, loyalty to favorite bargain brands are referred to as Survivors in the VALS framework. Strivers have a higher desire for social status and achievement, Believers are motivated by faith and tradition, Makers are practical and self-sufficient, and Thinkers are motivated by ideals and a sense of belonging.

Question 20

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.
A)Actualizers
B)Thinkers
C)Achievers
D)Believers
E)Innovators

Accepted Answer

Innovators are a VALS group characterized by their success, sophistication, leadership qualities, high self-esteem, and abundant resources.

Quiz 5: Understanding Consumer Behavior

In the VALS framework,consumers who are receptive to new ideas and technologies and like variety in their lives are referred to as __________.

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

In the VALS framework,two segments stand apart based on their abundance or lack of psychological,physical,and material __________.

A 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.

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

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

In the VALS framework,consumers who place importance on image-not as evidence of power or status,but as an expression of cultivated tastes,independence,and character-are referred to as __________.

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

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

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

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

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

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

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

In the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.

Two 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 .

In 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 are referred to as __________.

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.