Question 1

The ________ segment of the US premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make sure they're getting the right bottle.
A) Savvy Shoppers
B) Image Seekers
C) Satisfied Sippers
D) Enthusiast
E) Overwhelmed

Accepted Answer

The description matches with the Image Seekers segment, who are willing to pay more for wine as a status symbol. The other segments do not fit the given characteristics.

Question 2

According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.
A) Innovators
B) Thinkers
C) Achievers
D) Experiencers
E) Believers

Accepted Answer

Innovators are described by the VALS segmentation system as successful, sophisticated, and active individuals with high self-esteem, who prefer upscale, niche-oriented products and services, reflecting their cultivated tastes.

Question 3

A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the ________ category.
A) Believers
B) Strivers
C) Survivors
D) Experiencers
E) Makers

Accepted Answer

The category described is most closely aligned with the "Makers" category, who are characterized as practical, self-sufficient, and enjoy hands-on activities. The other options do not fully capture this description, as Believers focus on tradition and social connections, Strivers seek social status and material success, Survivors prioritize safety and security, and Experiencers are interested in excitement and fun.

Question 4

Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system.
A) Innovators
B) Thinkers
C) Achievers
D) Experiencers
E) Strivers

Accepted Answer

According to the VALS system, mature and reflective people who prioritize durability, functionality, and value in products fall under the category of "Thinkers." These individuals are pragmatic, skeptical, and deliberate in their decision-making process. They also place importance on education, information, and expertise.

Question 5

Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.
A) life stage
B) age
C) behavior
D) user status
E) income

Accepted Answer

The statement describes a life stage segment, specifically newlyweds, who have unique purchasing behaviors and needs during this stage of their lives. The other options (age, behavior, user status, income) may also play a role in segmentation, but they are not as clearly relevant to the scenario described.

Question 6

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.
A) thinker
B) achiever
C) experiencer
D) striver
E) survivor

Accepted Answer

VALS defines experiencers as young, enthusiastic, and impulsive individuals who seek variety and excitement in their lives. Kim's interest in snowboarding and rock concerts aligns well with this description. Thinkers prioritize social responsibility and self-expression, achievers prioritize career and material success, strivers prioritize status, and survivors prioritize meeting their basic needs.

Question 7

When consumers use Tide TOTALCARE laundry detergent, which is used by consumers who want to obtain dry-cleaning type results at home, it is an example of ________, or switching spending from one category to another while preserving a desired experience.
A) trading up
B) trading down
C) trading over
D) being trapped in the middle
E) treasure hunting

Accepted Answer

Trading over refers to the process where consumers switch their spending from one category to another while still seeking to maintain a desired experience or outcome. In this case, consumers are moving their spending from professional dry-cleaning services to a premium laundry detergent that promises similar results, which is an example of trading over.

Question 8

The horizontal dimension in the VALS framework is ________.
A) resources
B) innovation
C) maturity
D) impulsiveness
E) consumer motivation

Accepted Answer

The horizontal dimension in the VALS framework is consumer motivation, which refers to the extent to which individuals are driven by their desires and aspirations. This dimension is divided into three categories: ideals, achievement, and self-expression. Depending on their motivation, consumers are likely to have different values, attitudes, and behavior patterns, which can be useful for marketers in developing targeted strategies.

Question 9

________ is the science of using psychology and demographics to better understand consumers.
A) Psychographics
B) Interactionism
C) Clustering
D) Demographic transition
E) Customerization

Accepted Answer

Psychographics is the study of personality, values, attitudes, interests, and lifestyles of people. By understanding these factors, businesses can better understand their target audience and customize their marketing strategies and products accordingly.

Question 10

According to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.
A) Thinkers
B) Innovators
C) Achievers
D) Believers
E) Experiencers

Accepted Answer

According to the VALS segmentation system, Achievers are successful, goal-oriented people who prioritize their career and family. They tend to value premium products that showcase their success to others.

Question 11

Which of the following statements about Gen Xers is true?
A) Gen Xers are more optimistic and team-oriented.
B) Gen Xers are selective, confident, and impatient.
C) Gen Xers are highly socially conscious and concerned about environmental issues.
D) Gen Xers feel self-sufficiency and the ability to handle any circumstance are key.
E) Technology is a barrier for Gen Xers.

Accepted Answer

The answer of Which of the following statements about Gen...

Question 12

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.
A) Generation Z
B) Generation X
C) Generation Y
D) Silent generation
E) Baby boomers

Accepted Answer

The answer of If a marketing manager employs such marketing...

Question 13

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.
A) computer games
B) street teams
C) unconventional sports
D) online buzz
E) videos

Accepted Answer

The American Legacy Foundation is using street teams to reach Generation Y by hiring teens as the "Truth Squad" to hand out promotional items at teen-targeted events.

Question 14

According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________.
A) knowledge
B) social activity
C) products that demonstrate success to their peers
D) variety
E) risk

Accepted Answer

Consumers who are primarily motivated by ideals are guided by knowledge. They are driven by their beliefs and values and prefer products that align with their personal beliefs and ethical standards.

Question 15

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.
A) Hourglass products
B) Mass market products
C) Old Luxury brand extensions
D) Masstige goods
E) Accessible superpremium products

Accepted Answer

The answer of ________ are products such as the Mercedes...

Question 16

Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y.
A) student ambassadors
B) unconventional sports
C) cool events
D) computer games
E) online buzz

Accepted Answer

The use of a digital street team shows that the Foo Fighters are using online buzz to reach Generation Y.

Question 17

Which of the following statements about Gen Yers is true?
A) They are selective, confident, and impatient.
B) They are more likely to associate retirement with "the beginning of the end."
C) They are more pragmatic and individualistic.
D) They were born between 1964 and 1978.
E) They were the first generation to find surpassing their parents' standard of living a serious challenge.

Accepted Answer

This is the only statement that accurately reflects typical characteristics of Gen Yers, such as being selective in their decisions, confident in their abilities, and impatient for results. Option B does not accurately reflect the views of Gen Yers about retirement, while option C refers to Gen Xers rather than Gen Yers. Option D refers to the Baby Boomer generation, and option E refers to the generation that came after Gen Y, known as Gen Z.

Question 18

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions.
A) Old Luxury brand extensions
B) Accessible superpremium products
C) Luxury items
D) Hourglass products
E) Masstige goods

Accepted Answer

Masstige goods are products that are positioned between mass-market and luxury goods, offering consumers higher quality and more prestige at accessible prices. Examples of masstige brands include Kiehl's and Kendall-Jackson wines.

Question 19

Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?
A) life stage
B) benefits
C) age segment
D) personality type
E) social class

Accepted Answer

Life stage segmentation identifies consumers based on their stage of life, such as getting married, having children, or going through a divorce. In this scenario, Jose and Erika would fall into the divorced life stage subsegment, which could be targeted by marketers.

Question 20

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?
A) Consumers are demanding more "bang for their buck."
B) Baby boomers still rule the marketplace.
C) Generation Y and their concern about environmental issues will dominate the market in the future.
D) Products that appeal to 21-year-olds also appeal to baby boomers.
E) Companies must gain success quickly.

Accepted Answer

The "boom-boom effect" refers to the fact that products which appeal to 21-year-olds also appeal to baby boomers, creating a double market.

Quiz 9: Identifying Market Segments and Targets

The ________ segment of the US premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make sure they're getting the right bottle.

According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.

A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the ________ category.

Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system.

Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.

When consumers use Tide TOTALCARE laundry detergent, which is used by consumers who want to obtain dry-cleaning type results at home, it is an example of ________, or switching spending from one category to another while preserving a desired experience.

The horizontal dimension in the VALS framework is ________.

________ is the science of using psychology and demographics to better understand consumers.

According to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.

Which of the following statements about Gen Xers is true?

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.

According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________.

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.

Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y.

Which of the following statements about Gen Yers is true?

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions.

Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?