Exam 17: Segmentation

Imagine that you conduct a segmentation study for McDonald's.Individuals are assigned to different segments based on the percentage of all their fast food consumption which takes place at McDonald's in an average week.This would be an example of a segmentation based on ________.

Age and gender are types of ________ variables.

When conducting segmentation research,________ variables represent the basis for segment formation.

The term ________ describes an individual's general attitudes,motivations,values,and lifestyle.

According to VALS,________ with many resource constraints,(e.g.,little money,poorer health,low tolerance for risk)consume little and are motivated mostly by low cost and brand familiarity.

Consider the Mediamark (MRI)data shown below. U.S. Adults Fident Islands TresBon Sample 14,165 926 218 1,545 (000) 114,462 6,960 1,789 14,176 Horizontal \% 100\% 6.1\% 1.6\% 12.4\% Vertical \% 52.1\% 63.2\% 74.4\% 46.7\% Index 100 121 143 90 What percent of all women use Islands?

According to VALS,________ are motivated by self-expression.As young,enthusiastic,and impulsive consumers,they quickly become enthusiastic about new possibilities,but are equally quick to cool.They seek variety and excitement,savoring the new,the offbeat,and the risky.Their energy finds an outlet in exercise,sports,outdoor recreation,and social activities.They are avid consumers and spend a comparatively high proportion of their income on fashion,entertainment,and socializing.Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

Think about presenting the results of a segmentation study.A ________ can be created for each individual segment.This document names and describes the typical individual in a segment,communicating all segment characteristics as a reflection of that single individual within the segment.

The text states that "Marketers who understand regional differences in product preferences can make certain that the characteristics of their products respond to the needs and desires of a particular region." Marketers who engage in this type of practice are most likely to use ________ segmentation.

________ segmentation is an analysis of people in terms of where they live.It accomplishes this analysis by dividing the United States into very small geographic areas and then describing the individuals who live in that area in terms of demographics,media usage,lifestyle choices,possessions,and purchase behaviors.The core premise of this segmentation is that similar people live in similar places,partake in similar activities,share common beliefs,and live similar lifestyles,in other words,that "birds of a feather flock together."

According to VALS,________ are successful,sophisticated,take-charge people with high self-esteem.Because they have such abundant resources,they exhibit all three primary motivations in varying degrees.

A successful segmentation study results in groups which are internally ________.

Questionnaire pilot or pretesting is not recommended for segmentation research.

When conducting segmentation research,________ variables are used to describe the internal characteristics of each segment after they are formed.

VALS includes three primary motivations that matter for understanding consumer behavior: ideals,achievement,and ________.

Variables used in segmentation research fall into one of four broad categories.These categories are: demographics,geography,psychographics,and relevant attitudes/behaviors.

According to VALS,the Achievement-oriented group consists of the Strivers and ________ segments.

VALS is an example of a syndicated ________ segmentation.

Mediamark and Experian Simmons both report an index as part of their data base.An index of below ________ is considered to be an indication of below average group composition.

Briefly describe four criteria that advertisers use to select segments .