Question 1

In the VALS framework,"Believers" _____.

Accepted Answer

A)  exhibit high energy levels, which they devote to physical exercise and social activities 
B)  are predictable consumers who favor established brands and American-made products 
C)  are responsible, well educated professionals who are well informed about current events 
D)  are a politically conservative group who respects authority and the status quo 
E)  are successful, sophisticated, take-charge people with high self-esteem 
A)  exhibit high energy levels, which they devote to physical exercise and social activities 
B)  are predictable consumers who favor established brands and American-made products 
C)  are responsible, well educated professionals who are well informed about current events 
D)  are a politically conservative group who respects authority and the status quo 
E)  are successful, sophisticated, take-charge people with high self-esteem

Question 2

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

Accepted Answer

A)  positioning statement 
B)  summary statement 
C)  constructive process 
D)  sign 
E)  symbol 
A)  positioning statement 
B)  summary statement 
C)  constructive process 
D)  sign 
E)  symbol

Question 3

The _____ category of Generation X has the highest level of education and income.

Accepted Answer

A)  Yup & Comers 
B)  Bystanders 
C)  Playboys 
D)  Drifters 
E)  Slackers 
A)  Yup & Comers 
B)  Bystanders 
C)  Playboys 
D)  Drifters 
E)  Slackers

Question 4

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,PRIZM stands for ____.

Accepted Answer

A)  Personal Rating Information by ZIP Markets 
B)  Potential Rank Index by ZIP Markets 
C)  Personal Rank Index by ZIP Markets 
D)  Personal Rating Index by ZIP Markets 
E)  Potential Rating Index by ZIP Markets 
A)  Personal Rating Information by ZIP Markets 
B)  Potential Rank Index by ZIP Markets 
C)  Personal Rank Index by ZIP Markets 
D)  Personal Rating Index by ZIP Markets 
E)  Potential Rating Index by ZIP Markets

Question 5

Teenagers have limited earning power and little influence in making household purchases.

Accepted Answer

A) True 
 B)False

Question 6

______ make up the smallest group of seniors age 55 and older.

Accepted Answer

A)  Healthy Hermits 
B)  Healthy Indulgers 
C)  Happy Campers 
D)  Frail Recluses 
E)  Ailing Outgoers 
A)  Healthy Hermits 
B)  Healthy Indulgers 
C)  Happy Campers 
D)  Frail Recluses 
E)  Ailing Outgoers

Question 7

A brand's positioning represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Accepted Answer

A) True 
 B)False

Question 8

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

Accepted Answer

A)  Showers 
B)  Bystanders 
C)  Yup & Comers 
D)  Playboys 
E)  Drifters 
A)  Showers 
B)  Bystanders 
C)  Yup & Comers 
D)  Playboys 
E)  Drifters

Question 9

Nielsen Claritas' PRIZM NE,a geodemographic marketing service,has grouped U.S.neighborhoods into 66 clusters and given them descriptive names.The "Bohemian Mix" cluster would be expected to have all EXCEPT which of the following types of residents?

Accepted Answer

A)  early adopters of products and services 
B)  urbanites 
C)  blue-collar workers 
D)  students 
E)  liberal people 
A)  early adopters of products and services 
B)  urbanites 
C)  blue-collar workers 
D)  students 
E)  liberal people

Question 10

Due to privacy laws,marketers are not able to obtain detailed consumer online behavior.

Accepted Answer

A) True 
 B)False

Question 11

The Believers is the VALS group that is least likely to remain loyal to a brand or product.

Accepted Answer

A) True 
 B)False

Question 12

Brand positioning is an essential preliminary activity,or fundamental decision,to developing a successful marcom program.

Accepted Answer

A) True 
 B)False

Question 13

_____ represents information about consumers' behavior in a particular product category or set of related categories.

Accepted Answer

A)  Demographics 
B)  Behaviorgraphics 
C)  Psychographics 
D)  Geodemographics 
E)  Lifestyle analysis 
A)  Demographics 
B)  Behaviorgraphics 
C)  Psychographics 
D)  Geodemographics 
E)  Lifestyle analysis

Question 14

Nonfamily households constitute about one-third of all households.

Accepted Answer

A) True 
 B)False

Question 15

Demographic variables include characteristics such as age,income,and _____.

Accepted Answer

A)  voting preferences 
B)  ethnicity 
C)  purchasing preferences 
D)  place of residence 
E)  All of these are correct. 
A)  voting preferences 
B)  ethnicity 
C)  purchasing preferences 
D)  place of residence 
E)  All of these are correct.

Question 16

Product-related and not-product-related features make up brand _____.

Accepted Answer

A)  benefits 
B)  positions 
C)  targets 
D)  goals 
E)  attributes 
A)  benefits 
B)  positions 
C)  targets 
D)  goals 
E)  attributes

Question 17

What are the two main dimensions of the VALS framework?

Accepted Answer

A)  individuals' demographic characteristics and geographic location 
B)  individuals' resources and need for achievement 
C)  individuals' primary motivations and resources 
D)  individuals' religious convictions and status orientation 
E)  individuals' behavioral characteristics and resources 
A)  individuals' demographic characteristics and geographic location 
B)  individuals' resources and need for achievement 
C)  individuals' primary motivations and resources 
D)  individuals' religious convictions and status orientation 
E)  individuals' behavioral characteristics and resources

Question 18

Approximately _____ percent of Hispanic Americans speak only or mostly Spanish at home.

Accepted Answer

A)  20 
B)  30 
C)  40 
D)  50 
E)  60 
A)  20 
B)  30 
C)  40 
D)  50 
E)  60

Question 19

The median age of Americans has been decreasing in the past three decades.

Accepted Answer

A) True 
 B)False

Question 20

Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS framework,Martin is a(n)_____.

Accepted Answer

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

Exam 5: Segmentation, Targeting, and Positioning

In the VALS framework,"Believers" _____.

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

The _____ category of Generation X has the highest level of education and income.

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,PRIZM stands for ____.

Teenagers have limited earning power and little influence in making household purchases.

______ make up the smallest group of seniors age 55 and older.

A brand's positioning represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

Nielsen Claritas' PRIZM NE,a geodemographic marketing service,has grouped U.S.neighborhoods into 66 clusters and given them descriptive names.The "Bohemian Mix" cluster would be expected to have all EXCEPT which of the following types of residents?

Due to privacy laws,marketers are not able to obtain detailed consumer online behavior.

The Believers is the VALS group that is least likely to remain loyal to a brand or product.

Brand positioning is an essential preliminary activity,or fundamental decision,to developing a successful marcom program.

_____ represents information about consumers' behavior in a particular product category or set of related categories.

Nonfamily households constitute about one-third of all households.

Demographic variables include characteristics such as age,income,and _____.

Product-related and not-product-related features make up brand _____.

What are the two main dimensions of the VALS framework?

Approximately _____ percent of Hispanic Americans speak only or mostly Spanish at home.

The median age of Americans has been decreasing in the past three decades.

Martin is a politically conservative person who respects authority and the status quo.He drives a high-end automobile and shops at expensive specialty shops.In terms of the VALS framework,Martin is a(n)_____.

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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