As marketing manager for a large company that publishes magazines, you have been put in charge of positioning a new magazine for "woopies," or well-off older people. You research the market and make a recommendation to segment on the basis of some VALS information that you collected. You are about to use

Question

Quizplus · Accepted Answer

Psychographic segmentation is the best choice because it divides customers into different groups based on their lifestyles, values, interests, and personalities, which are more likely to be relevant to this target audience of well-off older people, also known as woopies. VALS, a popular psychographic segmentation tool, can help identify which traits and characteristics are most important to this group and tailor the magazine's content, design, and messaging accordingly.

As Marketing Manager for a Large Company That Publishes Magazines