Question 1

Which of the following observations about geodemographic segmentation is true?

Accepted Answer

Geodemographic segmentation identifies specific households in a market by focusing on local neighborhood geography (such as zip codes) to create classifications of actual, addressable, mappable neighborhoods where consumers live and shop.

Question 2

Let's say you wanted to build a bowling alley in Canada. Market research shows you that western Canadians enjoy bowling and similar pastimes significantly more than those in eastern Canada. By locating your alley in the western province of Alberta, you would have used a _____ segmentation strategy.

Accepted Answer

The PRIZM NE system is based on the assumptions that consumers in particular neighborhoods are similar in many respects and that the best prospects are those who actually use a product or other consumers like them.

Question 3

What assumption is the PRIZM NE system based on?

Accepted Answer

The PRIZM-NE system is based on the assumptions that consumers in particular neighborhoods are similar in many respects and that the best prospects are those who actually use a product or other consumers like them.

Question 4

Consumers driven by knowledge and principles are motivated primarily by

Accepted Answer

Consumers driven by knowledge and principles are motivated primarily by ideals.

Question 5

Pepsi-Cola and Coca Cola have come up with their own brands of bottled water and each claim that their brand is better than the other. The positioning strategy used here is

Accepted Answer

Products can be positioned directly against particular competitors.

Question 6

What does geodemographic segmentation identify?

Accepted Answer

Geodemographic segmentation identifies specific households in a market by focusing on local neighborhood geography (such as zip codes) to create classifications of actual, addressable, mappable neighborhoods where people live and shop.

Question 7

The basis of _____ segmentation is that consumers in particular neighborhoods are similar in many respects

Accepted Answer

The geodemographic PRIZM NE system is based on the assumptions that consumers in particular neighborhoods are similar in many respects and that the best prospects are those who actually use a product or other consumers like them.

Question 8

Claritas PRIZM NE is most closely associated with _____ segmentation.

Accepted Answer

Claritas PRIZM-NE is most closely associated with geodemographic segmentation.

Question 9

When Post Grape-Nuts cereal ads show the cereal being used as a topping on yogurt, served hot as an alternative to oatmeal, and as a snack food, Post is using a positioning strategy

Accepted Answer

Products can be positioned by use or application.

Question 10

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by

Accepted Answer

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression.

Question 11

The slogan used by Miele vacuum cleaners is "Anything else is a compromise." The manufacturer of Miele vacuum cleaners uses positioning

Accepted Answer

Products can be positioned by focusing on their superiority to competitive products based on one or more attributes.

Question 12

Identify the system that classifies every U.S. neighborhood into one of 15 groups. Each group is further divided into 3 to 6 segments, with a total of 66 distinct segments in the system. Each group and segment is based on zip codes.

Accepted Answer

The PRIZM NE system classifies every U.S. neighborhood into one of 15 groups. Each of these groups is further divided into 3 to 6 segments, with a total of 66 distinct segments in this system.

Question 13

The PRIZM NE system includes maps of different areas that

Accepted Answer

The PRIZM NE system includes maps of different areas that rank neighborhoods on their potential to purchase specific products or services.

Question 14

Consumers driven by a goal of demonstrating success to their peers are motivated primarily by

Accepted Answer

Consumers driven by a goal of demonstrating success to their peers are motivated primarily by achievement.

Question 15

The 2002 ad campaign for Carnival cruises emphasized the number of activities offered; including hang gliding, mountaineering, hiking, and scuba diving that people taking any of the Carnival line cruises could participate in. The cruise line was trying to negate the concept that all people do on a cruise was eat and sleep as well as the idea that only older, more conservative people take cruises. Carnival's ads would appeal most to which of the following consumers?

Accepted Answer

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include both the experiencers and makers.

Question 16

According to the PRIZM NE social group U1, the "urban uptown" group consists of all of the following segments, except

Accepted Answer

The "urban uptown" group consists of: young digerati, money and brains, bohemian mix, the cosmopolitans, and American dreams.

Question 17

What does "PRIZM NE" stand for?

Accepted Answer

PRIZM NE stands for Potential Ranking Index of Zip Markets - New Evolution.

Question 18

The ad for Canac kitchen cabinets states, "For an exceptional look in cabinetry that you won't find anywhere else, buy Canac cabinets." This is an example of positioning

Accepted Answer

Products can be positioned by focusing on their superiority to competitive products based on one or more attributes.

Question 19

Each PRIZM NE cluster is based on zip codes, demographic information from the U.S. census, and information on _____, media usage, and lifestyle preferences to create profiles of the people who live in specific neighborhoods.

Accepted Answer

Each PRIZM-NE cluster is based on zip codes, demographic information from the U.S. census, and information on product usage, media usage, and lifestyle preferences to create profiles of the people who live in specific neighborhoods.

Question 20

Why do marketers use PRIZM NE?

Accepted Answer

Marketers use PRIZM NE to better understand consumers in various markets.

Quiz 5: Market Segmentation

Which of the following observations about geodemographic segmentation is true?

Let's say you wanted to build a bowling alley in Canada. Market research shows you that western Canadians enjoy bowling and similar pastimes significantly more than those in eastern Canada. By locating your alley in the western province of Alberta, you would have used a _____ segmentation strategy.

What assumption is the PRIZM NE system based on?

Consumers driven by knowledge and principles are motivated primarily by

Pepsi-Cola and Coca Cola have come up with their own brands of bottled water and each claim that their brand is better than the other. The positioning strategy used here is

What does geodemographic segmentation identify?

The basis of _____ segmentation is that consumers in particular neighborhoods are similar in many respects

Claritas PRIZM NE is most closely associated with _____ segmentation.

When Post Grape-Nuts cereal ads show the cereal being used as a topping on yogurt, served hot as an alternative to oatmeal, and as a snack food, Post is using a positioning strategy

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by

The slogan used by Miele vacuum cleaners is "Anything else is a compromise." The manufacturer of Miele vacuum cleaners uses positioning

Identify the system that classifies every U.S. neighborhood into one of 15 groups. Each group is further divided into 3 to 6 segments, with a total of 66 distinct segments in the system. Each group and segment is based on zip codes.

The PRIZM NE system includes maps of different areas that

Consumers driven by a goal of demonstrating success to their peers are motivated primarily by

According to the PRIZM NE social group U1, the "urban uptown" group consists of all of the following segments, except

What does "PRIZM NE" stand for?

The ad for Canac kitchen cabinets states, "For an exceptional look in cabinetry that you won't find anywhere else, buy Canac cabinets." This is an example of positioning

Each PRIZM NE cluster is based on zip codes, demographic information from the U.S. census, and information on _____, media usage, and lifestyle preferences to create profiles of the people who live in specific neighborhoods.

Why do marketers use PRIZM NE?