Question 1

Abby is an education major in college.Abby eventually wants to settle down, get married, and have children, although she wants to work with children as a school teacher.Ideally, she would like to move back to her small-town horne, where the rest of her family lives.She often goes horne on the weekends because her strong Christian religion doesn't condone drinking and "partying." According to the VALS System segmentation model, to what segmentation group does Cindy most likely belong?

Accepted Answer

Abby's strong Christian religion and desire to settle down and raise a family in her small town suggest that she values traditional beliefs and community. This aligns with the traits of the Believers segment in the VALS System segmentation model.

Question 2

According to the price segmentation model in your readings, which segment represents a combination oflow "perceived pain" and high "perceived value" and is a highly desirable segment to marketers?

Accepted Answer

The answer of According to the price segmentation model in...

Question 3

Which of the following is not a demographic characteristic?

Accepted Answer

Demographic characteristics refer to quantifiable traits of a population, such as age, gender, income, education level, geographic location, etc. Changing likes and dislikes of Americans are subjective and not quantifiable, therefore not a demographic characteristic.

Question 4

"Movers and Shakers," "City Roots," and ''Domestic Duos" are:

Accepted Answer

"Movers and Shakers," "City Roots," and "Domestic Duos" are all groups in the PRIZM system, which is a consumer segmentation system based on demographic and behavior patterns. These groups are used to identify and target specific consumer segments for marketing purposes.

Question 5

is the measurement of lifestyle, typically defmed in terms of activities, interests, and opinions.

Accepted Answer

Psychographics measures lifestyle in terms of activities, interests, and opinions. Demographics refers to characteristics such as age, gender, income, etc. Ethnographies involve observing and studying a specific cultural group. Polygraphics is not a valid term. Geo-demographics combines demographic and geographic data.

Question 6

Air Walk is a brand of athletic shoes that is marketed to appeal to individuals who engage in skateboarding.This is an example of what kind of segmentation strategy?

Accepted Answer

Psychographic segmentation involves dividing a market into segments based upon different personality traits, values, attitudes, interests, or lifestyles of consumers. Air Walk targeting individuals who engage in skateboarding is an example of psychographic segmentation, as it focuses on the lifestyle and interests of the consumer.

Question 7

For years, Campbell's Soup ran ad campaigns showing chilly kids and parents corning horne for lunch to a steaming bowl of soup.This is an example of what type of positioning?

Accepted Answer

This is an example of positioning with respect to usage situation, as the ad campaign positions Campbell's Soup as the perfect meal for cold days and moments when people want comfort food.

Question 8

For years, Secret brand deodorant has run the slogan, "Strong enough for a man but made for a woman." This is an example of what type of positioning?

Accepted Answer

The answer of For years, Secret brand deodorant has run...

Question 9

Which of the following related to positioning is true?

Accepted Answer

A is the only statement that accurately describes pioneering brands and their role in positioning. B is partially true, but Reis and Trout actually argue that positioning is something you do in the mind of the consumer, not just to the product. C is an example of positioning by benefit, not usage occasion. D is incorrect because perceptual maps actually show how products are perceived by consumers, not just market share.

Question 10

Which of the following statements demonstrates the formation of a segment based on benefits sought?

Accepted Answer

The answer of Which of the following statements demonstrates the...

Question 11

The PRIZM segmentation model discussed in your readings is based in what market segmentation strategy?

Accepted Answer

The PRIZM segmentation model is based on geodemographic segmentation, which combines geographic and demographic data to identify consumer segments based on their lifestyle, behavior patterns, and shared characteristics. It divides the population into 68 segments based on demographics such as age, income, education, and occupation, as well as geographic location, such as urban or rural areas. Therefore, option B is the correct choice.

Question 12

is segmentation based on consumer preference for specific product attributes or benefits, usage occasion, user status, rate of product usage, or loyalty.

Accepted Answer

The correct answer is not listed among the options provided. The description given matches "Behavioral segmentation," which is based on consumer behavior, including preferences for specific product attributes, usage occasions, user status, rate of product usage, or loyalty.

Question 13

According to marketing experts, positioning is not something you do to a product, it's something you do:

Accepted Answer

Positioning refers to the perception of a product or brand in the mind of the customer. Therefore, it is something that needs to be done in the mind of the potential customer, not to competitors or the organization's products. While competitors and their products may be taken into consideration, the ultimate focus is on how the customer perceives and differentiates the product or brand.

Question 14

An exurb refers to:

Accepted Answer

Exurb refers to a remote suburban area that is beyond the traditional suburbs of a city or metropolitan area. These areas often have a low population density and are characterized by larger houses, larger lot sizes, and a more rural atmosphere.

Question 15

Penturbia refers to:

Accepted Answer

Penturbia does not specifically refer to any of the options given. It generally describes areas beyond the suburbs that are becoming more populated as people move further from city centers, often blending suburban and rural characteristics. None of the provided choices accurately define penturbia.

Question 16

Which of the following about positioning is false?

Accepted Answer

Positioning on price is not limited to luxury items, but can be used for any product in any price range depending on the marketing strategy and target audience.

Question 17

The price segmentation model divides customers into four broad categories based on the customer's "perceived pain" of paying a high price and the "perceived value" of product differentiation.A customer who is in a "Value Segment" is best characterized by which of the following?

Accepted Answer

Customers in the "Value Segment" seek the best combination of low price and high value-added benefits, indicating they want both affordability and quality.

Question 18

Volvo manufactures a station wagon to meet all of the goverrnnent's strictest safety ratings, and Volvo emphasizes this in its advertising, claiming to be, "the safest car on the road." From this information, it appears that Volvo may be engaging in what type of segmentation strategy?

Accepted Answer

Volvo is focusing on the benefits sought by consumers who prioritize safety above other factors when choosing a car. By emphasizing the station wagon's ability to meet the strictest safety ratings and branding it as "the safest car on the road," Volvo is targeting consumers looking for safety benefits in a vehicle.

Question 19

Cindy, Bob, and Tina are all college students. Cindy is a music major.While she enjoys composing and playing her own music, she doesn't have strong ambitions toward having a career.Ideally, she would like to find a nice guy (but not a business major), get married, move out to the country so she can have a garden and maybe even a horse, and teach piano lessons out of her horne.
Bob is currently a frnance major, after recently changing from management.(He has also been a political science major and an engineering major- they all seem cool, but none of the majors seem to be able to hold his interest.) Besides changing majors, Bob loves to play club sports, really enjoys going to bars and socializing with his fraternity brothers, and considers himself to be fairly "hip" and "cool."
Tina is an education major.Like Cindy, she eventually wants to settle down, get married, and have children, although she wants to work with children as a school teacher.Ideally, she would like to move back to her small-town horne, where the rest of her family lives.She often goes horne on the weekends because her strong Christian religion doesn't condone drinking and "partying."
Based on the descriptions provided above and according to the V ALS System, which student most likely belongs to
The "makers" segment?

Accepted Answer

The "makers" segment is characterized by individuals who value creativity, self-expression, and personal fulfillment. They are independent thinkers who prioritize their passions over practicality. Cindy, the music major who enjoys composing and playing her own music, fits this description the best. Bob, with his changing majors and love for socializing and club sports, does not prioritize creativity and self-expression, and Tina, with her focus on education and strong religious beliefs, does not fit this description either.

Question 20

The first brand to enter a new market often enjoys a long-term consumer preference advantage over follower brands.This phenomenon is known as what?

Accepted Answer

The phenomenon is known as pioneering advantage, where the first brand to enter a new market gains a long-term consumer preference advantage over follower brands.

Quiz 2: Consumer Focused Strategy: Segmentation and Positioning