Exam 5: Segmentation, Targeting, and Positioning

An advertiser that positions a bicycle in terms of it's unique ability to go off-road and handle rough terrain is making use of ______.

Targeting specific audiences can be considered the starting point for all marcom decisions.

Non-Hispanic whites' share of the U.S.population is _____.

Age is the best indicator of how an individual lives and what role consumption plays.

Which of the following is NOT a VALS segment? 

The Playboy group is the smallest subset of all the Generation X categories and have the highest levels of education and income.

Which Gen X cohort is a predominantly white,male group? 

Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior? 

Explain the VALS classification model.Name and describe two categories of consumers from this model,the best way to promote to each category you've chosen,and the types of products and services that would most likely be purchased by members in each of those categories.

Futures Company MindBase psychographic segmentation scheme consists of 66 general segments.

Geodemographic clustering systems have been developed only for the United States.

The average age of African Americans is considerably older than that for whites.

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits? 

Fundamental to the concept and practice of positioning is the idea of _____.

Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners? 

The Bystander group of Generation X is predominantly white and male.

Elaine was born in 1987.To which generation does she belong? 

The Makers would be the VALS group most likely to spend a high proportion of their income on the newest trend.

Price,packaging,and user and usage imagery are all examples of _____.

At approximately 38 percent,Healthy Indulgers make up the largest group of people age 55 and older.