Question 1

According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.

Accepted Answer

Strivers are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth, according to the VALS segmentation system. Survivors are people who are motivated by safety and security and have limited resources, while Experiencers are young, enthusiastic, and impulsive people. Makers are practical and self-sufficient, while Believers are conservative and conventional.

Question 2

The sale of turkeys in Singapore is highest in December, as people buy turkeys to serve at Christmas. Supermarkets who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Accepted Answer

The specific advertising of turkeys at Christmas time indicates that the segmentation is based on occasion, as supermarkets are targeting consumers who are seeking to purchase turkeys for their Christmas meal.

Question 3

The key to attracting potential users, or even possibly nonusers, is ________.

Accepted Answer

Understanding the reasons people are not using a product or service allows companies to address those specific concerns or barriers and make necessary changes to appeal to those individuals. This can lead to an increase in both potential and nonusers becoming actual users.

Question 4

China's Gen Y are significantly more entrepreneurial and _______ than their parents, and with market reform, can more easily become entrepreneurs.

Accepted Answer

The sentence suggests that China's Gen Y (Generation Y) is more entrepreneurial and capitalistic than their parents.

Question 5

According to the VALS segmentation system, ________ are conservative, conventional, and traditional people with concrete beliefs.

Accepted Answer

According to the VALS segmentation system, individuals who are conservative, conventional, and traditional with concrete beliefs are categorized as "Believers".

Question 6

According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands.

Accepted Answer

The answer of According to the VALS segmentation system, ________...

Question 7

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

Accepted Answer

The use of a digital street team and targeted email messages is a form of online buzz, which is the most effective way to reach Generation Y.

Question 8

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

Accepted Answer

Psychographics is the study of consumer behavior by combining psychology and demographics. By understanding consumers' personalities, values, interests, and lifestyles, businesses can tailor their marketing strategies and products to better meet their customers' needs and preferences. Therefore, psychographics is an essential tool for marketers to create effective marketing campaigns and build strong relationships with their target audience.

Question 9

Each ________ or cohort is profoundly influenced by the times in which it grew up-the music, movies, politics, and defining events of that period.

Accepted Answer

The sentence is referring to different generations and how they are shaped by the cultural and historical context of their time period. Therefore, the best choice is "generation." Choices A, B, and C refer to specific groups within generations rather than the generations themselves, and choice E is too broad and unspecific.

Question 10

Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing?

Accepted Answer

Dennis is playing the role of an initiator by expressing his desire for a PlayStation® to his father.

Question 11

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.

Accepted Answer

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

Question 12

Which of the following statements about Gen Xers is true?

Accepted Answer

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

Question 13

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

Accepted Answer

Experiencers are young, enthusiastic, and impulsive consumers who are always looking for the next exciting thing to do or try. They enjoy socializing with friends, experiencing new things, and being spontaneous. Kim's interest in wakeboarding and rock concerts aligns with the characteristics of an experiencer.

Question 14

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.

Accepted Answer

The answer of According to the VALS segmentation system, ________...

Question 15

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

Accepted Answer

The VALS system categorizes people into eight different segments based on their values, attitudes, and lifestyles. The "thinkers" segment is characterized by maturity and a reflective nature, as well as a desire for durability, functionality, and value in products. Other segments, such as "innovators," are more focused on new and exciting experiences, while "achievers" are motivated by success and status. "Experiencers" are more interested in fun and excitement than practical considerations, and "strivers" are largely focused on achieving success and upward mobility.

Question 16

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.

Accepted Answer

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

Question 17

Which of the following statements about Gen Yers is true?

Accepted Answer

Gen Yers, also known as Millennials, are known for being skeptical of traditional marketing tactics and are often turned off by overt branding practices and "hard sell". They prefer brands that align with their values and have a more authentic approach to marketing.

Question 18

________ 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.

Accepted Answer

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

Question 19

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.

Accepted Answer

The makers category in the VALS system embody the characteristics described in the question, such as being practical, self-sufficient, and enjoying hands-on activities like DIY projects. Therefore, the best choice is E.

Question 20

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

Accepted Answer

According to the VALS framework, consumers primarily motivated by ideals are guided by knowledge. They are motivated by their beliefs and are concerned about social issues and the environment. They seek products and services that align with their values and help them make a positive impact on society.

Quiz 8: Identifying Market Segments and Targets