Exam 3: Market Segmentation and Strategic Targeting

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

In the VALS typology,makers are motivated by self-expression and tend to have low resources.They choose hands-on constructive activities and spend leisure time with family and close friends.This segment tends to prefer ________.

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

Campbell's Soup has divided the domestic market into more than 20 regions,each with its own sales managers that develop specific advertising and promotional campaigns geared to local market needs and conditions.This is an example of ________.

________ implies a hierarchy in which individuals in the same class generally have the same degree of status,whereas members of other classes have either higher or lower status.

Some marketers target consumers who show no brand loyalty in the belief that they represent greater market potential than consumers who are brand loyal.Consumer innovators,often a prime target for new products,________.

Consumers' characteristics can be classed as either facts or cognitions.In this context,cognitions are abstract,can be determined only through more complex questioning,and generally have no single,universal definitions.Examples of cognitions include ________.

The most common application of brand loyalty segmentation is ________,where marketers offer rewards to buyers who purchase their offerings consistently.