Question 1

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 the segments listed (Innovators, Thinkers, Believers, Experiencers) are part of the VALS™ framework developed by SRI International to segment consumers based on their psychographic characteristics and values.

Question 2

In the VALS™ framework,"Believers" _____.
A) exhibit high energy levels, which they devote to physical exercise and social activities
B) are conservative and 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 are a traditional, conservative and predictable group who value safety, stability and established values. They tend to favor brands and products that are conventional and American-made.

Question 3

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 practicality, self-sufficiency, and interest in fixing things aligns with the characteristics of someone in the Maker category within the VALS™ framework. Makers are practical, hands-on individuals who value self-sufficiency and enjoy repairing or creating things themselves. They prioritize functionality over form and prefer items that have practical purposes.

Question 4

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 motivation for achievement and a concern for social status. Therefore, marketers of high-end clothing manufacturers, which is a product category that is associated with social status, would be most interested in this grouping.

Question 5

Bob and Sue are a young,newly married couple without any children.They have a positive,upwardly mobile perspective and expect to benefit from their own skills and abilities.They are environmentalists and enjoy outdoor activities in their free time.In terms of MindBase segments,which best describes Bob and Sue?
A) Up & Comers
B) Aspiring Achievers
C) Realists
D) New Traditionalists
E) Individualists

Accepted Answer

"Up & Comers" are typically young, optimistic individuals who are focused on personal growth and success, aligning with Bob and Sue's positive outlook and belief in their skills.

Question 6

Which of the following is one of the MindBase segments?
A) Realists
B) Experiencers
C) Thinkers
D) Survivors
E) Makers

Accepted Answer

The answer of Which of the following is one of...

Question 7

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™ framework is based on two main dimensions: individuals' primary motivations and their resources. The motivations dimension includes ideals, achievement, and self-expression; the resources dimension includes education, income, and self-confidence. This framework is commonly used in marketing and advertising to target specific consumer groups based on their values, attitudes, and lifestyles.

Question 8

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) outdoor recreation
D) economical
E) social

Accepted Answer

The "Experiencers" category are individuals who are spontaneous and seek excitement through physical activities, social events, and new experiences. They are not typically concerned with being economical, so this benefit would not be emphasized when positioning a product to appeal to this group. Instead, marketers should focus on highlighting the other four benefits: fashion, entertainment, outdoor recreation, and social aspects.

Question 9

Which of the following is a VALS™ segment?
A) Innovators
B) Up & Comers
C) Realists
D) Individualists
E) New Traditionalists

Accepted Answer

VALS™ is a marketing segmentation tool that divides consumers into eight distinct segments based on their values, attitudes, and behaviors. Innovators is one of these segments, defined as successful, sophisticated, and take-charge individuals who are receptive to new ideas and technologies. The other options listed are not VALS™ segments.

Question 10

James is driven by technology and success at work.He is single and finds little time for social interests and prefers to focus on climbing the career ladder.Which of the MindBase segments best describes James?
A) Up & Comers
B) Aspiring Achievers
C) Individualists
D) New Traditionalists
E) Renaissance Masters

Accepted Answer

The Individualists segment is characterized by a focus on personal goals and success, often at the expense of social or family relationships. They are often driven by technology and may have little interest in traditional social structures. This segment best describes James, who prioritizes career success over social interests and is focused on climbing the career ladder.

Question 11

Which VALS™ group has the lowest income?
A) Thinkers
B) Strivers
C) Experiencers
D) Makers
E) Survivors

Accepted Answer

Survivors have the lowest income of all the VALS™ groups. Survivors are described as people who have limited resources and are primarily focused on meeting their basic needs, such as food and shelter. They tend to have the lowest levels of education and income in comparison to other groups.

Question 12

Mauve is 60 years old and financially successful after a career in banking.She is still vitally connected to her community by participating in several civic activities.She is a life-long learner and actively participates in several senior activities that expand her personal horizons.In terms of the MindBase segments,_____ best describes Mauve.
A) Up & Comers
B) Maintainers
C) Aspiring Achievers
D) New Traditionalists
E) Renaissance Masters

Accepted Answer

Mauve's active participation in several senior activities that expand her personal horizons and her life-long learning habits suggest that she fits into the segment of Renaissance Masters. Renaissance Masters are often financially successful individuals who enjoy the opportunities to learn and explore new things even in their retirement years.

Question 13

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

Accepted Answer

Realists is not a VALS™ segment, while Innovators, Makers, Experiencers, and Believers are all part of the VALS™ system.

Question 14

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 15

Which of the following is NOT one of the MindBase segments?
A) Up & Comers
B) Innovators
C) Realists
D) Family Centereds
E) Renaissance Masters

Accepted Answer

"Innovators" is not listed as one of the MindBase segments.

Question 16

Alan is 26 years old.He exhibits high energy levels,which he devotes to physical fitness 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

Alan's high energy levels and focus on physical fitness and social activities align with the characteristics of an Experiencer in the VALS™ framework, who are motivated by self-expression and are enthusiastic about new experiences.

Question 17

The youngest of the VALS™ segments are the _____.
A) Innovators
B) Believers
C) Achievers
D) Experiencers
E) Makers

Accepted Answer

Experiencers are the youngest VALS segment, typically under 30 years old. They are characterized by their focus on fun, excitement, and socializing. They are often the first to try new products or experiences, and are influenced by their peers and social media.

Question 18

Katherine is a well-educated professional who is well-informed about current affairs.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

According to the VALS™ framework, Thinkers are well-educated individuals who are informed about current affairs and tend to be practical consumers. They are also conservative in their approach to choices and are often financially responsible. Therefore, Katherine's characteristics align with those of a Thinker.

Question 19

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

Accepted Answer

The answer of Which of the following is NOT a...

Question 20

The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire.
A) four
B) five
C) six
D) seven
E) eight

Accepted Answer

The VALS™ segmentation scheme categorizes American adult consumers into eight segments based on their responses to a 40-item questionnaire, focusing on psychological traits and key demographics.

Quiz 5: Segmentation, Targeting, and Positioning

Which of the following is a VALS™ segment?

In the VALS™ framework,"Believers" _____.

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

Which of the following is one of the MindBase segments?

What are the two main dimensions of the VALS™ framework?

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

Which of the following is a VALS™ segment?

James is driven by technology and success at work.He is single and finds little time for social interests and prefers to focus on climbing the career ladder.Which of the MindBase segments best describes James?

Which VALS™ group has the lowest income?

Which of the following is NOT a VALS™ segment?

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 NOT one of the MindBase segments?

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

The youngest of the VALS™ segments are the _____.

Katherine is a well-educated professional who is well-informed about current affairs.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) ____.

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

The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire.