Question 1

In the VALS typology, Innovators are successful, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. This segment tends to prefer ________.

Accepted Answer

Innovators are successful and have high self-esteem. They tend to prefer products that reflect cultivated tastes for upscale niche products and services, which aligns with choice D. They are also change leaders and receptive to new ideas, which does not align with choices A, B, or C. While they have abundant resources, they do not necessarily prioritize demonstrating success to their peers, as suggested in choice E.

Question 2

The VALS typology classifies the American adult population into eight distinctive subgroups based on their motivations and level of resources. The three primary motivations include ________.

Accepted Answer

According to the VALS typology, the three primary motivations are ideals, achievement, and self-expression. Option A includes education instead of self-expression, Option C includes knowledge instead of achievement, and Option D includes independence and aptitude instead of ideals and achievement. Option E includes aptitude and self-expression instead of ideals and achievement.

Question 3

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.

Accepted Answer

Targeting heavy users specifically is an example of usage rate segmentation, which involves dividing a market by the amount of product purchased or consumed.

Question 4

Level of agreement with which of the following statements is associated with the Control of Life Psychographic Factor?

Accepted Answer

The answer of Level of agreement with which of the...

Question 5

The segment of online consumers that uses the Internet 20.7 hours per week, engages in some browsing and shopping but is a very heavy user of blogging, chatting, video streaming, and downloading, is known as ________.

Accepted Answer

The segment of online consumers that uses the Internet 20.7 hours per week, engages in some browsing and shopping but is a very heavy user of blogging, chatting, video streaming, and downloading, are referred to as "Social Strivers."

Question 6

In the VALS typology, ________ are motivated by ideals and tend to have low resources. They are generally slow to change as well as technology averse, and tend to prefer familiar products and established brands.

Accepted Answer

Believers are motivated by ideals and have low resources. They are known to be resistant to change and technology-averse, with a preference for established brands and familiar products. This description matches the characteristics of the group described in the question. None of the other groups fit this description as closely. Innovators are known for being resourceful and willing to take risks. Thinkers are motivated by ideas and tend to be research-oriented. Strivers are focused on achieving success and upward mobility. Experiencers are motivated by self-expression and excitement.

Question 7

The most popular segmentation system combining lifestyle and values is ________.

Accepted Answer

VALS (Values and Lifestyles) is the most popular segmentation system combining lifestyle and values. It divides consumers into groups based on their primary motivations and resources. PALS, LAPS, SALS, and CALS are not widely recognized segmentation systems.

Question 8

________ implies a hierarchy in which individuals in the same class generally have the same degree of status, whereas members of other classes have either higher or lower status.

Accepted Answer

Social class is defined by a system of stratification in which individuals are ranked based on their economic, social, and political status. Members of the same class generally have similar levels of education, income, and occupational status, which contribute to their overall level of prestige and influence in society. This creates a hierarchical structure in which individuals higher up in the social class system have more power, wealth, and status than those lower down.

Question 9

The most popular use of geography in strategic targeting is ________ - a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.

Accepted Answer

Geodemographics is the most popular use of geography in strategic targeting, as it combines geographic and demographic data to create a segmentation scheme. This scheme is based on the assumption that people who live in the same area are likely to have similar characteristics such as lifestyles, preferences, and consumption habits. Therefore, geodemographics can be used to target specific areas with tailored marketing messages or products/services based on the demographics and characteristics of the people living there.

Question 10

In the VALS typology, Thinkers are motivated by ideals and tend to have high resources. They tend to be well educated and actively seek out information in the decision-making process. This segment tends to prefer ________.

Accepted Answer

Thinkers are motivated by ideals and are generally well-informed about their purchases. They value functionality and durability over luxury, and they prefer to make informed purchasing decisions. Therefore, they are likely to prefer products that offer value, durability, and functionality.

Question 11

Consumer innovators are generally characterized by which of the following personality traits?

Accepted Answer

Consumer innovators are known to be open-minded and curious, willing to try new things and take risks, and less risk-averse than others. They are willing to invest time and resources into new products or ideas and often become early adopters.

Question 12

In the VALS typology, Achievers are motivated by achievement and tend to have high resources. They have goal-oriented lifestyles that center on family and career. This segment tends to prefer ________.

Accepted Answer

The answer of In the VALS typology, Achievers are motivated...

Question 13

Which of the following five segments, as characterized by the spectrum of green, is not particularly concerned about environmental issues, and limits their green product purchases to green products that are very conspicuous so they can be perceived as green by others?

Accepted Answer

Eco-Chics are characterized as being primarily concerned with the image and status associated with being environmentally conscious. They tend to only purchase green products that are very conspicuous so they can be perceived as green by others. The other segments (Alpha-Ecos, Eco-Centrics, Economically Ecos, and Eco-Moms) are more genuinely committed to environmental issues and are likely to make green product purchases based on their personal values and beliefs, rather than just for the sake of appearances.

Question 14

PRIZM is an example of ________ segmentation.

Accepted Answer

PRIZM is a geodemographic segmentation system that segments consumers based on both their demographic characteristics (age, income, etc.) and geographic location (zip code, neighborhood, etc.). This approach allows for more specific and targeted marketing efforts based on the unique characteristics of a particular area or location.

Question 15

Lifestyles, also known as ________, consist of activities, interests, and opinions.

Accepted Answer

Lifestyles are often categorized based on psychographics, which include aspects such as values, beliefs, hobbies, and opinions. Demo-graphics refer to demographic characteristics, such as age, gender, and income. Geodemographics refer to the study of the spatial distribution of demographics and lifestyles. Personality traits refer to individual characteristics, such as introversion or extroversion. Benefit segmentation refers to categorizing consumers based on the benefits they seek from a product or service.

Question 16

In the VALS typology, Makers are motivated by self-expression and tend to have low resources. They choose hands-on constructive activities and spend leisure time with family and close friends. This segment tends to prefer ________.

Accepted Answer

The answer of In the VALS typology, Makers are motivated...

Question 17

When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on ________.

Accepted Answer

Colgate is segmenting the market based on the benefit that each product provides. Colgate Total is for germ fighting, Colgate Max Fresh is for fighting bad breath, and Colgate Sensitive Pro-Relief is for people with sensitive gums.

Question 18

As a base for market segmentation, ________ is/are commonly computed as a weighted index of education, occupation, and income.

Accepted Answer

Social class is computed as a weighted index of education, occupation, and income. It is a commonly used base for market segmentation, as it provides a measure of a person's economic and social status, which can help in determining their buying habits and purchasing power.

Question 19

________ is felt by many marketers to be a strong indicator of the ability to pay for a product.

Accepted Answer

Income is typically seen as the strongest indicator of a consumer's ability to pay for a product. While other factors such as occupation or education can also provide insight into a consumer's purchasing power, income is often seen as the most direct and relevant factor for marketers to consider.

Question 20

Marketers segment some populations on the basis of cultural heritage and ________ because members of the same culture tend to share the same values, beliefs, and customs.

Accepted Answer

Cultural heritage refers to ethnicity, as it is closely tied to a person's cultural background and ancestry. Demographics and social class can also play a role in cultural values, but they do not have the same direct connection to cultural heritage. Personality traits are individual characteristics, whereas sociocultural values are broader societal beliefs and norms.

Quiz 2: Segmentation, Targeting and Positioning