Exam 5: Market Segmentation

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)for the firm to serve is called _____.

The _____ of the VALS™ framework segments people based on the degree to which they are innovative and have requisite resources.

 Which of the following observations about geodemographic segmentation is true? 

Which of the following is the first step of the market segmentation process?

 Clear Spring is a brand of bottled that is marketed as a much better product than Cool Blue,which is a competing brand of bottled water.The Clear Spring brand of bottled water is positioned:

In which of the following stages of the market segmentation process would a firm need to decide whether to use a post hoc or a priori approach to segmenting a market?

 In the case of segmentation for entirely new products,which of the following approaches for determining key market dimensions would you recommend? 

What does psychographic segmentation focus on? 

 The 2002 promotional campaign for a line of cruises by Celebration emphasized the various activities,such as hang gliding,mountaineering,hiking,and scuba diving that people taking any of the Celebration cruises could participate in.The cruise line was trying to dispel the misconception that cruises are boring and meant only for older and more conservative people.Which of the following categories of consumers,according to the VALS™ framework,would Celebration's advertisements appeal to the most? 

The second step in the market segmentation process involves determining the_____. 

According to the VALS™ framework,consumers who are driven by a goal of demonstrating success to their peers and are motivated primarily by achievement can be best classified as _____.

 A meaningful segment is one that: 

 Thinkers,according to the VALS™ model,are motivated primarily by _____.

 An advertisement for First Union Bank describes the bank as not only providing all banking services a consumer could ever want,but also offering brokerage house services.Instead of just competing against banks,First Union increased its versatility by positioning its services: 

Why is it inadvisable for a follower to attempt to directly position their product against the industry leader?

 Which of the following statements about market segmentation is true? 

 Which of the following statements is true with regard to a positioning map? 

 What does the horizontal dimension of the VALS™ framework represent?

Dawson & Peters' new line of leather boots are marketed as the hottest fashion trend of the season.The company put up posters on billboards that featured several celebrities wearing the boots.The concept of the television ads was how wearing the boots could make you the envy of all those around you.According to the VALS™ framework,which of the following psychographic groups was Dawson & Peters targeting?