Exam 2: Segmentation, Targeting and Positioning

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 ________.

Positioning Avis using the claim that "We're No. 2. We Try Harder." was an example of ________.

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

Distinguish between targeting, positioning, and segmentation. In your response, please indicate the correct order for the three steps.

Geographic characteristics serve as the core of almost all segmentations.

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

Another term for psychographic characteristics is ________.

What is one of the benefits of offering many product versions that provide distinct benefits and "fill" as many positions as possible in a product category?

Describe three of the commonly used positioning strategies and provide an example of each.

McDonald's slogans "You deserve a break today," "Make every time a good time," and "I'm Lovin' It" are examples of ________.

$\text{MUSEUM MINI CASE:}$ Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children. -In the MUSEUM MINI CASE, the museum's approach to promoting its new children's programming is best described as ________.

________ are measures that predict consumers' future purchases on the basis of past buying information and other data.

________ information is often the most accessible and cost-effective way to identify a target market.

"Tourism of Doom" characterizes a travel industry market segment that pays high prices to travel to places that are threatened due to climate change.

When Colgate divides the pre-teens toothpaste group into four segments and offers each one its own toothpaste, they are using ________ segmentation.

________ is constructing a map-like diagram representing consumers' perceptions of competing brands along relevant product attributes.

________ focuses on a brand's exclusivity to give the consumer a reason to buy the product.

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

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 ________.

________ segmentation differentiates among heavy users, medium users, light users, and nonusers of a specific product, service or brand.