Question 1

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster?

Accepted Answer

A)  inner-ring suburbanites 
B)  individuals earning around $57,000 
C)  blue-collar workers 
D)  aging homes 
E)  single parents 
A)  inner-ring suburbanites 
B)  individuals earning around $57,000 
C)  blue-collar workers 
D)  aging homes 
E)  single parents

Question 2

Needs involving current consumption-related problems,potential problems,or conflicts are ______ needs.

Accepted Answer

A)  symbolic 
B)  economic 
C)  experiential 
D)  functional 
E)  favorable 
A)  symbolic 
B)  economic 
C)  experiential 
D)  functional 
E)  favorable

Question 3

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

Accepted Answer

A) True 
 B)False

Question 4

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.

Accepted Answer

A)  Behaviorgraphics 
B)  Psychographics 
C)  Demographics 
D)  Geodemographics 
E)  Cosmographics 
A)  Behaviorgraphics 
B)  Psychographics 
C)  Demographics 
D)  Geodemographics 
E)  Cosmographics

Question 5

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZM NE cluster would Terron most likely belong?

Accepted Answer

A)  Innovators 
B)  Bohemian Mix 
C)  White Picket Fences 
D)  Upper Crust 
E)  Big Fish, Small Pond 
A)  Innovators 
B)  Bohemian Mix 
C)  White Picket Fences 
D)  Upper Crust 
E)  Big Fish, Small Pond

Question 6

Jessica is 10 years old.To marketers,she is classified as a _____.

Accepted Answer

A)  child 
B)  teenager 
C)  toddler 
D)  buster 
E)  tween 
A)  child 
B)  teenager 
C)  toddler 
D)  buster 
E)  tween

Question 7

Mature consumers are poorer and less willing to spend than ever before.

Accepted Answer

A) True 
 B)False

Question 8

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach?

Accepted Answer

A)  demographics 
B)  behaviorgraphics 
C)  psychographics 
D)  geodemographics 
E)  None of these is correct 
A)  demographics 
B)  behaviorgraphics 
C)  psychographics 
D)  geodemographics 
E)  None of these is correct

Question 9

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a  questionnaire.

Accepted Answer

A)  four 
B)  five 
C)  six 
D)  seven 
E)  eight 
A)  four 
B)  five 
C)  six 
D)  seven 
E)  eight

Question 10

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas' original segmentation system.

Accepted Answer

A)  new evolution 
B)  new edition 
C)  next evolution 
D)  neo-edition 
E)  need edition 
A)  new evolution 
B)  new edition 
C)  next evolution 
D)  neo-edition 
E)  need edition

Question 11

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.

Accepted Answer

A)  You Only Live Once 
B)  Do the Right Thing 
C)  Tine Is of the Essence 
D)  Ease on Down the Road 
E)  Sense and Sensibility 
A)  You Only Live Once 
B)  Do the Right Thing 
C)  Tine Is of the Essence 
D)  Ease on Down the Road 
E)  Sense and Sensibility

Question 12

What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.

Accepted Answer

Segement effectiveness,or attractiveness

Question 13

A good positioning statement should satisfy which of the following?

Accepted Answer

A)  It should reflect a brand's competitive advantage. 
B)  It should motivate consumers to action. 
C)  It should be based on product-related attributes. 
D)  a and b only 
E)  a, b, and c 
A)  It should reflect a brand's competitive advantage. 
B)  It should motivate consumers to action. 
C)  It should be based on product-related attributes. 
D)  a and b only 
E)  a, b, and c

Question 14

Nonfamily households constitute approximately _____ percent of all households.

Accepted Answer

A)  18 
B)  24 
C)  34 
D)  45 
E)  66 
A)  18 
B)  24 
C)  34 
D)  45 
E)  66

Question 15

In the PRIZM NE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a FALSE statement?

Accepted Answer

A)  The total spending power of African Americans is considerable. 
B)  The average age of African Americans is younger than that of any other segment. 
C)  African-Americans are geographically concentrated. 
D)  African-Americans tend to purchase prestige and name-brand products in lower proportion than other segments. 
E)  None of these are correct. 
A)  The total spending power of African Americans is considerable. 
B)  The average age of African Americans is younger than that of any other segment. 
C)  African-Americans are geographically concentrated. 
D)  African-Americans tend to purchase prestige and name-brand products in lower proportion than other segments. 
E)  None of these are correct.

Question 17

Which group has been heralded as the newest "hot" ethnic market?

Accepted Answer

A)  Hispanic Americans 
B)  non-white Latinos 
C)  African Americans 
D)  Asian Americans 
E)  Native Americans 
A)  Hispanic Americans 
B)  non-white Latinos 
C)  African Americans 
D)  Asian Americans 
E)  Native Americans

Question 18

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS framework,Alan is a(n)_____.

Accepted Answer

A)  Innovator 
B)  Believer 
C)  Achiever 
D)  Striver 
E)  Experiencer 
A)  Innovator 
B)  Believer 
C)  Achiever 
D)  Striver 
E)  Experiencer

Question 19

There are now fewer younger,middle-aged adults than was the case in prior generations.

Accepted Answer

A) True 
 B)False

Question 20

Which VALS segment is made up of young,enthusiastic,impulsive consumers?

Accepted Answer

A)  Innovators 
B)  Believers 
C)  Achievers 
D)  Experiencers 
E)  Makers 
A)  Innovators 
B)  Believers 
C)  Achievers 
D)  Experiencers 
E)  Makers

Exam 5: Segmentation, Targeting, and Positioning

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster?

Needs involving current consumption-related problems,potential problems,or conflicts are ______ needs.

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZM NE cluster would Terron most likely belong?

Jessica is 10 years old.To marketers,she is classified as a _____.

Mature consumers are poorer and less willing to spend than ever before.

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach?

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a questionnaire.

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas' original segmentation system.

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.

What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.

A good positioning statement should satisfy which of the following?

Nonfamily households constitute approximately _____ percent of all households.

In the PRIZM NE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Which of the following is a FALSE statement?

Which group has been heralded as the newest "hot" ethnic market?

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS framework,Alan is a(n)_____.

There are now fewer younger,middle-aged adults than was the case in prior generations.

Which VALS segment is made up of young,enthusiastic,impulsive consumers?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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