Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 11

Go to the VALS website ( http://www.strategicbusinessinsights.com/vals/presurvey.shtml ), and click on the link to complete the VALS survey. After you submit your responses, a screen will display your primary and secondary VALS types. Click on the colored names of each segment to get additional information about them, and print out your results. Assess the extent to which these results reflect your lifestyle, and identify which characteristics accurately reflect your interests and activities and which do not. 9. You have been hired recently by a large bank in its credit card marketing division. The bank has relationships with a large number of colleges and prints a wide variety of credit cards featuring college logos, images, and the like. You have been asked to oversee the implementation of a new program targeting the freshman class at the schools with which the bank has a relationship. The bank has already purchased the names and home addresses of the incoming freshman class. You have been told that no credit checks will be required for these cards as long as the student is over 18 years of age. The bank plans a first day of school marketing blitz that includes free hats, T-shirts, and book promotions, as well as free pizza, if the students simply fill out an application. Do you think it is a good idea to target this program to these new students?