Question 1

Discuss how VALS segmentation can be used by marketers.

Accepted Answer

VALS (Values, Attitudes, and Lifestyles) segmentation is a powerful tool that marketers can use to understand and target different consumer segments. By categorizing consumers based on their values, attitudes, and lifestyles, marketers can create more targeted and effective marketing strategies.

First, VALS segmentation helps marketers identify different consumer segments based on their motivations and behavior. By understanding the values and attitudes of different consumer groups, marketers can tailor their messaging and product offerings to better resonate with each segment. For example, a company may use VALS segmentation to identify a segment of consumers who are motivated by self-expression and individuality, and then create marketing campaigns that speak to this specific group.

Second, VALS segmentation can help marketers identify new opportunities for product development and innovation. By understanding the lifestyles and preferences of different consumer segments, marketers can identify unmet needs and develop new products or services that cater to these specific segments. For example, a company may use VALS segmentation to identify a segment of consumers who prioritize convenience and time-saving solutions, and then develop a new product that meets this need.

Additionally, VALS segmentation can help marketers optimize their marketing mix by tailoring their product, price, place, and promotion strategies to different consumer segments. By understanding the values and attitudes of different consumer groups, marketers can develop pricing strategies that align with the perceived value of their products, choose distribution channels that reach their target segments, and create promotional campaigns that speak to the specific lifestyles of their target consumers.

Overall, VALS segmentation can be used by marketers to better understand their target audience, develop more targeted marketing strategies, identify new opportunities for product development, and optimize their marketing mix to better resonate with different consumer segments. By leveraging VALS segmentation, marketers can create more effective and impactful marketing campaigns that drive consumer engagement and loyalty.

Question 2

Voluntary simplicity is the same as frugality.

Accepted Answer

A) True 
 B)False  False

Question 3

Dogmatism is the principle of pleasure seeking.

Accepted Answer

A) True 
 B)False  False

Question 4

When consumers operate on the principle of _____, they desire products and services that simply make them feel good.

Accepted Answer

A)  hedonism 
B)  dogmatism 
C)  symbolism 
D)  materialism 
E)  functionalism 
A)  hedonism 
B)  dogmatism 
C)  symbolism 
D)  materialism 
E)  functionalism

Question 5

The value placed on health has been increasing in the United States. Describe the effects of placing high value on health by the U.S. consumers on marketing efforts.

Accepted Answer

The increasing value placed on health by

Question 6

Discuss how personality characteristics affect consumer behavior.

Accepted Answer

Personality characteristics play a signi

Question 7

Discuss how consumer values affect new product development.

Accepted Answer

Consumer values play a crucial role in n

Question 8

According to _____, people prefer things that are moderately arousing to things that are either too arousing or not arousing at all.

Accepted Answer

A)  terror management theory 
B)  the theory of reasoned action model 
C)  the theory of planned behavior 
D)  the theory of optimal stimulation level 
E)  Weber's theory 
A)  terror management theory 
B)  the theory of reasoned action model 
C)  the theory of planned behavior 
D)  the theory of optimal stimulation level 
E)  Weber's theory

Question 9

Which of the following statements is true of values?

Accepted Answer

A)  They are among the last things that children learn. 
B)  They are so ingrained that people are often not conscious of them. 
C)  People within the same group do not hold same values and value systems. 
D)  Instrumental values are highly desired end states. 
E)  Most abstract level of values are domain-specific values. 
A)  They are among the last things that children learn. 
B)  They are so ingrained that people are often not conscious of them. 
C)  People within the same group do not hold same values and value systems. 
D)  Instrumental values are highly desired end states. 
E)  Most abstract level of values are domain-specific values.

Question 10

Explain the psychographic segmentation system of Futures Company's MONITOR MindBase.

Accepted Answer

The psychographic segmentation system of

Question 11

Explain psychographics.

Accepted Answer

Psychographics is a qualitative methodol

Question 12

In the List of Values, which of the following primary values is an external value?

Accepted Answer

A)  Self-respect 
B)  Fun in life 
C)  Warm relationships with others 
D)  Sense of accomplishment 
E)  Being well respected 
A)  Self-respect 
B)  Fun in life 
C)  Warm relationships with others 
D)  Sense of accomplishment 
E)  Being well respected

Question 13

Managers at Sephra Inc., a reputed garment manufacturer, notice that the firm's customers can be grouped according to their purchase decisions. These groups focus on a product's style, price, and durability of the products, respectively. In this case, managers at Sephra Inc. identify the customer groups through _____.

Accepted Answer

A)  direct comparative advertising 
B)  acculturation 
C)  value segmentation 
D)  indirect comparative advertising 
E)  demographic segmentation 
A)  direct comparative advertising 
B)  acculturation 
C)  value segmentation 
D)  indirect comparative advertising 
E)  demographic segmentation

Question 14

Consumers who are low on frugality switch to lower-priced, private-label brands; postpone nonessential purchases; and limit their use of credit.

Accepted Answer

A) True 
 B)False

Question 15

In the context of domain-specific values, which of the following statements is true of materialism?

Accepted Answer

A)  Happiness associated with acquired possessions lingers longer than positive feelings associated with experiences. 
B)  In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of goods. 
C)  Materialism is a terminal value. 
D)  Materialistic people tend to value symbolic items. 
E)  There is some evidence that materialists do not spend more than they can afford. 
A)  Happiness associated with acquired possessions lingers longer than positive feelings associated with experiences. 
B)  In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of goods. 
C)  Materialism is a terminal value. 
D)  Materialistic people tend to value symbolic items. 
E)  There is some evidence that materialists do not spend more than they can afford.

Question 16

According to Geert Hofstede's study, _____ is the degree to which a society's members are equal in terms of status.

Accepted Answer

A)  value conflict 
B)  power distance 
C)  masculinity 
D)  uncertainty avoidance 
E)  individualism 
A)  value conflict 
B)  power distance 
C)  masculinity 
D)  uncertainty avoidance 
E)  individualism

Question 17

Joanne is a marketing manager at Calin Corp., a ready-to-eat food products manufacturer. During her interaction with the firm's regular customers, she came to know that they like Calin Corp.'s single serving size meals. When she probed why they liked the single serving size packs, they replied the packs come in separate boiling bags. They are of ideal quantity leaving no room for waste. In this case, Joanne is involved in:

Accepted Answer

A)  altering customers' locus of control. 
B)  value laddering. 
C)  value segmentation. 
D)  analyzing customers' demographics. 
E)  encouraging a value conflict. 
A)  altering customers' locus of control. 
B)  value laddering. 
C)  value segmentation. 
D)  analyzing customers' demographics. 
E)  encouraging a value conflict.

Question 18

According to VALS, formerly known as Values and Lifestyles, makers:

Accepted Answer

A)  are not interested in automotive products and accessories. 
B)  have a high level of skepticism toward advertising. 
C)  value self-sufficiency. 
D)  have the greatest resource base. 
E)  do not have a high desire to own land. 
A)  are not interested in automotive products and accessories. 
B)  have a high level of skepticism toward advertising. 
C)  value self-sufficiency. 
D)  have the greatest resource base. 
E)  do not have a high desire to own land.

Question 19

Lifestyles are represented by a consumer's:

Accepted Answer

A)  internal characteristics. 
B)  end state. 
C)  internal states. 
D)  motivation, ability, and opportunity. 
E)  activities, interests, and opinions. 
A)  internal characteristics. 
B)  end state. 
C)  internal states. 
D)  motivation, ability, and opportunity. 
E)  activities, interests, and opinions.

Question 20

The personality trait of competitiveness has been associated with the desire to outdo others through conspicuous consumption of material items such as the newest electronic gadgets.

Accepted Answer

A) True 
 B)False

Discuss how VALS segmentation can be used by marketers.

Voluntary simplicity is the same as frugality.

Dogmatism is the principle of pleasure seeking.

When consumers operate on the principle of _____, they desire products and services that simply make them feel good.

The value placed on health has been increasing in the United States. Describe the effects of placing high value on health by the U.S. consumers on marketing efforts.

Discuss how personality characteristics affect consumer behavior.

Discuss how consumer values affect new product development.

According to _____, people prefer things that are moderately arousing to things that are either too arousing or not arousing at all.

Which of the following statements is true of values?

Explain the psychographic segmentation system of Futures Company's MONITOR MindBase.

Explain psychographics.

In the List of Values, which of the following primary values is an external value?

Consumers who are low on frugality switch to lower-priced, private-label brands; postpone nonessential purchases; and limit their use of credit.

In the context of domain-specific values, which of the following statements is true of materialism?

According to Geert Hofstede's study, _____ is the degree to which a society's members are equal in terms of status.

According to VALS, formerly known as Values and Lifestyles, makers:

Lifestyles are represented by a consumer's:

The personality trait of competitiveness has been associated with the desire to outdo others through conspicuous consumption of material items such as the newest electronic gadgets.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 14: Psychographics: Values, Personality, and Lifestyles

Discuss how VALS segmentation can be used by marketers.

Voluntary simplicity is the same as frugality.

Dogmatism is the principle of pleasure seeking.

When consumers operate on the principle of _____, they desire products and services that simply make them feel good.

The value placed on health has been increasing in the United States. Describe the effects of placing high value on health by the U.S. consumers on marketing efforts.

Discuss how personality characteristics affect consumer behavior.

Discuss how consumer values affect new product development.

According to _____, people prefer things that are moderately arousing to things that are either too arousing or not arousing at all.

Which of the following statements is true of values?

Explain the psychographic segmentation system of Futures Company's MONITOR MindBase.

Explain psychographics.

In the List of Values, which of the following primary values is an external value?

Consumers who are low on frugality switch to lower-priced, private-label brands; postpone nonessential purchases; and limit their use of credit.

In the context of domain-specific values, which of the following statements is true of materialism?

According to Geert Hofstede's study, _____ is the degree to which a society's members are equal in terms of status.

According to VALS, formerly known as Values and Lifestyles, makers:

Lifestyles are represented by a consumer's:

The personality trait of competitiveness has been associated with the desire to outdo others through conspicuous consumption of material items such as the newest electronic gadgets.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters