Question 1

Which VALS group has the fewest resources with which to cope with a changing world? 
A) Thinkers 
B) Strivers 
C) Experiencers 
D) Makers 
E) Survivors

Accepted Answer

Survivors have the fewest resources with which to cope with a changing world. This group tends to be older, lower-income, and less educated. They typically live day-to-day, prioritizing basic needs such as food, shelter, and safety over more aspirational values. As a result, they may struggle to adapt to changes in the economy or society.

Question 2

Which of the following is NOT a primary motivations dimension of the VALS psychographics classification model? 
A) ideals 
B) resources 
C) achievement 
D) self-expression 
E) All of these are primary motivation dimensions.

Accepted Answer

The primary motivation dimensions of the VALS psychographics classification model are ideals, achievement, and self-expression. Resources is not a primary motivation dimension but is a secondary characteristic that is used in combination with the primary motivations to further segment VALS groups.

Question 3

Which of the following describes one of the MindBase segments? 
A) I am Rock Steady 
B) I am Innovative 
C) I am a Thinker 
D) I am a Survivor 
E) I am Self-Expressive

Accepted Answer

"I am Rock Steady" is one of the segments in the MindBase consumer segmentation model, which categorizes consumers based on their attitudes and behaviors.

Question 4

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.
A) You Only Live Once 
B) Do the Right Thing 
C) Tine Is of the Essence 
D) Ease on Down the Road 
E) Sense and Sensibility

Accepted Answer

The motto "Time is of the Essence" reflects James' desire to have more time for his responsibilities outside of work, particularly with his kids. It shows that he values time management and prioritization in his life.

Question 5

Katherine is a well-educated professionals.Although her income allows her many choices,she is a conservative,practical consumer.In terms of the VALS framework,Katherine would be classified as a(n)____.
A) Thinker 
B) Believer 
C) Achiever 
D) Experiencer 
E) Actualizer

Accepted Answer

The description of Katherine being a well-educated professional who is conservative and practical aligns well with the characteristics of a Thinker in the VALS framework. Thinkers are motivated by ideals and knowledge and tend to be mature, responsible, and practical in their decision-making. They also tend to value education and have a desire to better themselves and society. This fits well with Katherine's description as a conservative and practical consumer, making A) Thinker the best choice.

Question 6

Mauve is a diligent planner.Her hard work over the years has enabled her to maintain a good handle on her finances.She also feels that it is important to stay active.According to MindBase,her motto would be _____.
A) Live Like You Mean It 
B) Do the Right Thing 
C) Ease on Down the Road 
D) Sense and Sensibility 
E) An Ounce of Prevention

Accepted Answer

Mauve's diligence in financial planning and belief in staying active align with the motto "An Ounce of Prevention." This phrase encourages being proactive and taking small steps towards preventative measures in various aspects of life to avoid potential problems or issues.

Question 7

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits? 
A) fashion 
B) entertainment 
C) newness 
D) economic 
E) social

Accepted Answer

The Experiencer category is characterized by individuals who are young, impulsive, and enjoy external stimulation through novel experiences. They prioritize fun, excitement, social and entertainment benefits over economic ones. Therefore, a marketer should emphasize fashion, entertainment, newness, and social benefits to appeal to this segment. Economic benefits would not be a priority for them.

Question 8

Marketers of which of the following product categories would be most interested in the VALS "Achievers" grouping? 
A) supermarkets 
B) discount stores 
C) compact automobiles 
D) high-end clothing manufacturers 
E) American-made products

Accepted Answer

The VALS "Achievers" grouping is characterized by individuals who have high self-esteem, are motivated by achievement and prestige, and are socially active. These traits align with the target market for high-end clothing manufacturers who cater to consumers seeking luxury goods to convey their status and social class.

Question 9

Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS framework,Martin is a(n)_____.
A) Maker 
B) Believer 
C) Achiever 
D) Experiencer 
E) Striver

Accepted Answer

Martin's respect for authority and status quo aligns with the Achiever's value of following rules and striving for success within the established system. His high-end automobile and expensive shopping habits suggest he has achieved a level of financial success and values material possessions as a symbol of progress and accomplishment.

Question 10

Which of the following is a VALS segment? 
A) Innovators 
B) Expressives 
C) Realists 
D) Individualists 
E) Sophisticates

Accepted Answer

Innovators are a VALS segment, which stands for Values and Lifestyles, a proprietary research methodology used for psychographic market segmentation. The VALS framework helps to classify consumers based on their values, attitudes, lifestyles, and demographics. The other options listed do not correspond to the specific segments identified within the VALS system.

Question 11

Which VALS segment is made up of young,enthusiastic,impulsive consumers? 
A) Innovators 
B) Believers 
C) Achievers 
D) Experiencers 
E) Makers

Accepted Answer

Experiencers are typically young, enthusiastic, and impulsive consumers who seek new experiences and are willing to take risks. They are more likely to spend their money on social activities, entertainment, and personal appearance, making them a target for companies that offer products that are trendy and fun.

Question 12

Which of the following is NOT a VALS segment? 
A) Innovators 
B) Makers 
C) Realists 
D) Experiencers 
E) Believers

Accepted Answer

VALS (Values, Attitudes, and Lifestyles) is a proprietary research methodology used for psychographic market segmentation. "Realists" is not one of the eight VALS segments, which include Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors.

Question 13

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to.He likes to help other people reach their full potential as well,and can always be counted on to give advice.According to MindBase,his motto would be _____.
A) Nothing Ventured, Nothing Gained 
B) Live Like You Mean It 
C) Sense and Sensibility 
D) An Ounce of Prevention 
E) Do the Right Thing

Accepted Answer

Bob's confidence and belief in achieving goals align with the motto "Nothing Ventured, Nothing Gained," which emphasizes taking risks to achieve success.

Question 14

In the VALS framework,"Believers" _____.
A) exhibit high energy levels, which they devote to physical exercise and social activities 
B) are predictable consumers who favor established brands and American-made products 
C) are responsible, well educated professionals who are well informed about current events 
D) are a politically conservative group who respects authority and the status quo 
E) are successful, sophisticated, take-charge people with high self-esteem

Accepted Answer

Believers in the VALS framework are described as traditional, conservative, and favor established brands and American-made products. They also tend to be religious and respect authority, which aligns with the description given in option B. The other options do not accurately describe the Believers segment.

Question 15

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS framework,Alan is a(n)_____.
A) Innovator 
B) Believer 
C) Achiever 
D) Striver 
E) Experiencer

Accepted Answer

According to the VALS framework, Experiencers are young, enthusiastic, and impulsive individuals who spend their energy on adventure, entertainment, and social activities. Alan's high energy levels and devotion to entertainment and social activities suggest that he belongs to the Experiencer group.

Question 16

Antonio is a practical,self-sufficient consumer who focuses on family,work,and physical recreation.He is only interested in material possessions that have a practical or functional purpose.He also likes to fix things,such as his car or things around his house.In terms of the VALS framework,Ken is a(n)_____.
A) Believer 
B) Achiever 
C) Striver 
D) Maker 
E) Survivor

Accepted Answer

Antonio's focus on practical and functional possessions and his interest in fixing things aligns with the Maker segment in the VALS framework. Makers value self-sufficiency, practicality, and hands-on experiences. They enjoy creating or fixing things with their own skills and tools. This segment also values physical recreation, which Antonio also prioritizes. The other segments, such as Believer, Achiever, Striver, and Survivor, do not align as well with Antonio's characteristics.

Question 17

Which of the following does NOT describe one of the MindBase segments? 
A) I Measure Twice 
B) I am a Realist 
C) I am Devoted 
D) I am Rock Steady 
E) I am At Capacity

Accepted Answer

The answer of Which of the following does NOT describe...

Question 18

What are the two main dimensions of the VALS framework? 
A) individuals' demographic characteristics and geographic location 
B) individuals' resources and need for achievement 
C) individuals' primary motivations and resources 
D) individuals' religious convictions and status orientation 
E) individuals' behavioral characteristics and resources

Accepted Answer

The VALS (Values, Attitudes, and Lifestyles) framework primarily focuses on two dimensions: individuals' primary motivations (what drives and motivates consumer behavior) and their resources (the means that enable or constrain choices and behaviors).

Question 19

Which of the following is a VALS segment? 
A) Innovators 
B) Thinkers 
C) Believers 
D) Experiencers 
E) All of these are correct.

Accepted Answer

All of these segments are part of the VALS framework. Innovators are highly educated and financially successful individuals who are willing to take risks. Thinkers are practical and reflective consumers who value knowledge and intellectual pursuits. Believers are traditional and conservative individuals who prioritize stability and tradition in their lives. Experiencers are young and impulsive consumers who value excitement and variety.

Question 20

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a  questionnaire.
A) four 
B) five 
C) six 
D) seven 
E) eight

Accepted Answer

The VALS (Values, Attitudes, and Lifestyles) segmentation scheme classifies American adult consumers into eight distinct segments based on their responses to a questionnaire, reflecting their psychological traits and key demographics.

Quiz 5: Segmentation, Targeting, and Positioning

Which VALS group has the fewest resources with which to cope with a changing world?

Which of the following is NOT a primary motivations dimension of the VALS psychographics classification model?

Which of the following describes one of the MindBase segments?

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.

Katherine is a well-educated professionals.Although her income allows her many choices,she is a conservative,practical consumer.In terms of the VALS framework,Katherine would be classified as a(n) ____.

Mauve is a diligent planner.Her hard work over the years has enabled her to maintain a good handle on her finances.She also feels that it is important to stay active.According to MindBase,her motto would be _____.

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

Marketers of which of the following product categories would be most interested in the VALS "Achievers" grouping?

Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS framework,Martin is a(n) _____.

Which of the following is a VALS segment?

Which VALS segment is made up of young,enthusiastic,impulsive consumers?

Which of the following is NOT a VALS segment?

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to.He likes to help other people reach their full potential as well,and can always be counted on to give advice.According to MindBase,his motto would be _____.

In the VALS framework,"Believers" _____.

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS framework,Alan is a(n) _____.

Which of the following does NOT describe one of the MindBase segments?

What are the two main dimensions of the VALS framework?

Which of the following is a VALS segment?

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a questionnaire.