Exam 2: Market Segmentation and Real-Time Bidding

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

The image and unique identity of a product, service or brand in consumers' minds is called its ________.

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 ________.

Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.

What questions can be answered using predictive analytics?

The most popular use of geography in strategic targeting is ________ - a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.

Whether or not consumers need to be informed about a product relates to consumers' ________.

Consumers in different social classes tend to vary in terms of values, product preferences, and buying habits.

Education, occupation, and income tend to be closely correlated.

Which of the following is NOT an example of the recent shift in traditional gender roles in product targeting and advertising?

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds.

Targeting is the process of dividing a market into subsets of consumers with common needs or characteristics.

Lifestyles, also known as ________, consist of activities, interests, and opinions.

In the VALS typology, ________ are motivated by ideals and tend to have low resources. They are generally slow to change as well as technology averse, and tend to prefer familiar products and established brands.

Promotional alerts sent to the smartphones of customers, who opted into this service, when the customers near or enter the store is called ________.

Traditionally, the ________ has been the focus of most marketing efforts.

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and offshore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples who were looking for a reasonably priced, active vacation. -In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely targeting ________ with its new Adventure Cruises.

PRIZM is an example of ________ segmentation.

Positioning is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds.

________ are bits of computer code placed on browsers to keep track of online activity.