Exam 5: Segmentation, Targeting, and Positioning

An ad for Hanes brand of underwear says,"Wait 'til we get our Hanes on you!" The brand is positioned as being comfortable for the wearer,and the ad really stressed how comfortable the brand feels against your skin.This brand's positioning is best described as appealing to consumers' _____ needs.

A brand that is positioned in terms of the kind of people who use it is making use of ______.

Mauve is a diligent planner.Her hard work over the years has enabled her to maintain a good handle on her finances.She also feels that it is important to stay active.According to MindBase,her motto would be _____.

Leigh is a well educated 42 year old and earns a higher income than most people her age.She would most likely fit into the Generation X category known as _____.

According to the U.S.Census Bureau,people who are 55 and older are classified as _____.

Which is the largest minority group in the United States? 

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.

Hispanic Americans represent the largest minority group in America.

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.

Tweens are usually classified as children between the ages of 8 and 12.

U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.

PRIZM NE is a classification system that delineates every neighborhood in the United States into 66 clusters based on their demographic characteristics.

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to.He likes to help other people reach their full potential as well,and can always be counted on to give advice.According to MindBase,his motto would be _____.

Which group has the highest incomes and most prestigious jobs of any segment of American society? 

Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

The most prevalent form of brand-benefit positioning is appeals to ______ .

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.

In the VALS segmentation scheme,consumer segments are represented along the dimensions of primary motivations and resources.

Aspects of consumers' psychological makeup and lifestyles-including their attitudes,values,and motivation-comprise _____.

Marketers of which of the following product categories would be most interested in the VALS "Achievers" grouping?