Exam 17: Segmentation

Consider the different types of variables shown below.How many would be considered demographic variables? - age - marital status - household composition - life stage

Explain the role of motivation and resources in the creation of VALS segments.

The first step in original segmentation research is to explicitly state the research question(s).

Think about presenting the results of a segmentation study.A ________ can be created for each individual segment.This document typically names a segment,provides a picture of that segment's typical member and then lists the key characteristics,values,behaviors,and beliefs of the segment.

VALS divides the U.S.adult population using two primary dimensions.One dimension is motivation.The second dimension is ________.

Segmentation contributes to more effective communications planning because it is usually easier to create and take advantage of new versus pre-existing segments.

According to VALS,________ are motivated by ideals.They are mature,satisfied,comfortable,and reflective people who value order,knowledge,and responsibility.They tend to be well-educated and actively seek out information in the decision-making process.They are well-informed about world and national events and are alert to opportunities to broaden their knowledge.They have a moderate respect for the status quo institutions of authority and social decorum,but are open to consider new ideas.Although their incomes allow them many choices,they are conservative,practical consumers.They look for durability,functionality,and value in the products they buy.

A consumer ________ study seeks to break down a population of individuals into smaller subgroups where individuals in a specific subgroup are similar to each other in terms of important characteristics and possess characteristics different from individuals in other groups.

Consider the criteria shown below.How many of these criteria does the text recommend be used to evaluate a segment's characteristics for communication targeting? - size - use of social media - technological sophistication - potential message responsiveness

The text discussed the Pew generational segmentation study.In this research,age was used as the sole ________ variable.

Imagine that you conduct a segmentation study for McDonald's.Individuals are assigned to different segments based on the reasons why they eat at fast food restaurants.This would be an example of a segmentation based on ________.

Segmentation permits advertisers to increase the relevance and potential impact of their messages.

The text discussed the Pew generational segmentation study.In this research,online and related behaviors/attitudes were used as ________ variables.

Imagine that you conduct a segmentation study for McDonald's.Individuals are assigned to different segments based on the amount of fast food they consume in an average week.This would be an example of segmentation based on ________.

As discussed in the text,Jello is an example of an advertiser using segmentation to identify and take advantage of a small,but untapped,consumer segment.

________ segmentation assumes that what people think,how they are motivated,and how they lead their lives are often strong determinants or predictors of their use of specific types of goods and services as well as their choice to participate (or not participate)in certain behaviors.

Energy,self-confidence,intellectualism,novelty seeking,innovativeness,impulsiveness,leadership,and vanity (along with demographics)are used by VALS to determine an individual's ________.

A successful segmentation study is ________ across groups.