Question 1

An appeal to the consumer's desire for group membership represents positioning in terms of ______ needs.

Accepted Answer

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

Question 2

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?

Accepted Answer

A)  demographic 
B)  behavioral 
C)  psychographic 
D)  geodemographic 
E)  holographic 
A)  demographic 
B)  behavioral 
C)  psychographic 
D)  geodemographic 
E)  holographic

Question 3

A national sample of nearly 1,000 youths between the ages of 9 and 14 revealed all of the following EXCEPT what?

Accepted Answer

A)  Girls are more materialistic than boys. 
B)  Youths from lower-income households are more materialistic. 
C)  Highly materialistic youths shop more frequently. 
D)  Highly materialistic youths show a greater interest in new products. 
E)  Highly materialistic youths are more likely to watch TV commercials. 
A)  Girls are more materialistic than boys. 
B)  Youths from lower-income households are more materialistic. 
C)  Highly materialistic youths shop more frequently. 
D)  Highly materialistic youths show a greater interest in new products. 
E)  Highly materialistic youths are more likely to watch TV commercials.

Question 4

Targeting implies efficiency of effort.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a group into which Generation-Xers have been placed based on their attitudinal profiles?

Accepted Answer

A)  Yup & Comers 
B)  Bystanders 
C)  Drifters 
D)  Playboys 
E)  All of these are correct. 
A)  Yup & Comers 
B)  Bystanders 
C)  Drifters 
D)  Playboys 
E)  All of these are correct.

Question 6

The total population of human beings on the earth is estimated to be approximately 25 billion people.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A)  logo 
B)  name 
C)  positioning 
D)  placement 
E)  semiotics 
A)  logo 
B)  name 
C)  positioning 
D)  placement 
E)  semiotics

Question 8

Demographics refers to information about consumers' attitudes,values,motivations,and lifestyles as they relate to buying behavior in a particular product category.

Accepted Answer

A) True 
 B)False

Question 9

In the VALS classification system,Thinkers are well-educated and seek out information in the decision-making process.

Accepted Answer

A) True 
 B)False

Question 10

Discuss the differences between the African American population and the general population that makes this segment attractive for many companies.How would these factors influence the development of promotional campaigns targeted to African Americans?

Accepted Answer

Several notable reasons explain why Afri

Question 11

There are proportionately _____ younger,middle-aged adults (ages 35 to 49)than there were in prior generations.

Accepted Answer

A)  the same number of 
B)  more 
C)  fewer 
D)  dramatically more 
E)  fewer middle-agers than 
A)  the same number of 
B)  more 
C)  fewer 
D)  dramatically more 
E)  fewer middle-agers than

Question 12

Katherine is a well-educated professionals.Although her income allows her many choices,she is a conservative,practical consumer.In terms of the VALS framework,Katherine would be classified as a(n)____.

Accepted Answer

A)  Thinker 
B)  Believer 
C)  Achiever 
D)  Experiencer 
E)  Actualizer 
A)  Thinker 
B)  Believer 
C)  Achiever 
D)  Experiencer 
E)  Actualizer

Question 13

Which VALS group is the most likely to drink domestic,rather than imported,beer?

Accepted Answer

A)  Experiencers 
B)  Believers 
C)  Innovators 
D)  Survivors 
E)  Strivers 
A)  Experiencers 
B)  Believers 
C)  Innovators 
D)  Survivors 
E)  Strivers

Question 14

Joan has a strong self-esteem and abundant resources.Friends and colleagues look to her for new ideas and trends.In terms of the VALS framework,Joan is a(n)_____.

Accepted Answer

A)  Believer 
B)  Achiever 
C)  Innovator 
D)  Maker 
E)  Shaker 
A)  Believer 
B)  Achiever 
C)  Innovator 
D)  Maker 
E)  Shaker

Question 15

Leslie was born in 1957.To which generation does she belong?

Accepted Answer

A)  Generation X 
B)  Generation Y 
C)  Baby Boom 
D)  Yup & Comers 
E)  Traditionalists 
A)  Generation X 
B)  Generation Y 
C)  Baby Boom 
D)  Yup & Comers 
E)  Traditionalists

Question 16

The Bystanders category of Generation X is most likely to contain _____.

Accepted Answer

A)  white males 
B)  white females 
C)  female African-Americans and Hispanics 
D)  male African-Americans and Hispanics 
E)  male Asian-Americans 
A)  white males 
B)  white females 
C)  female African-Americans and Hispanics 
D)  male African-Americans and Hispanics 
E)  male Asian-Americans

Question 17

Which of the following is NOT one of the classification categories of seniors age 55 and older?

Accepted Answer

A)  Healthy Hermit 
B)  Ailing Outgoer 
C)  Frail Recluse 
D)  Healthy Indulger 
E)  Unhealthy Outsider 
A)  Healthy Hermit 
B)  Ailing Outgoer 
C)  Frail Recluse 
D)  Healthy Indulger 
E)  Unhealthy Outsider

Question 18

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.

Accepted Answer

A)  are in the same income category 
B)  reside in similar areas 
C)  are of the same age 
D)  are of the same gender 
E)  are of the same ethnic group 
A)  are in the same income category 
B)  reside in similar areas 
C)  are of the same age 
D)  are of the same gender 
E)  are of the same ethnic group

Question 19

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

Accepted Answer

A)  how large should the target be, and what area(s) of the country should it include 
B)  what media would best reach the target market, and what appeal would work best 
C)  how many target markets should be selected, and how large should they be 
D)  how to evaluate the success of the marcom strategies and measure of financial success 
E)  how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior 
A)  how large should the target be, and what area(s) of the country should it include 
B)  what media would best reach the target market, and what appeal would work best 
C)  how many target markets should be selected, and how large should they be 
D)  how to evaluate the success of the marcom strategies and measure of financial success 
E)  how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior

Question 20

Which criteria for determining segment effectiveness is the degree to which the segment is large enough to be worth attention?

Accepted Answer

A)  Measurable 
B)  Substantial 
C)  Accessible 
D)  Differentiable 
E)  Actionable 
A)  Measurable 
B)  Substantial 
C)  Accessible 
D)  Differentiable 
E)  Actionable

Exam 5: Segmentation, Targeting, and Positioning

An appeal to the consumer's desire for group membership represents positioning in terms of ______ needs.

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior?

A national sample of nearly 1,000 youths between the ages of 9 and 14 revealed all of the following EXCEPT what?

Targeting implies efficiency of effort.

Which of the following is a group into which Generation-Xers have been placed based on their attitudinal profiles?

The total population of human beings on the earth is estimated to be approximately 25 billion people.

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

Demographics refers to information about consumers' attitudes,values,motivations,and lifestyles as they relate to buying behavior in a particular product category.

In the VALS classification system,Thinkers are well-educated and seek out information in the decision-making process.

Discuss the differences between the African American population and the general population that makes this segment attractive for many companies.How would these factors influence the development of promotional campaigns targeted to African Americans?

There are proportionately _____ younger,middle-aged adults (ages 35 to 49)than there were in prior generations.

Katherine is a well-educated professionals.Although her income allows her many choices,she is a conservative,practical consumer.In terms of the VALS framework,Katherine would be classified as a(n)____.

Which VALS group is the most likely to drink domestic,rather than imported,beer?

Joan has a strong self-esteem and abundant resources.Friends and colleagues look to her for new ideas and trends.In terms of the VALS framework,Joan is a(n)_____.

Leslie was born in 1957.To which generation does she belong?

The Bystanders category of Generation X is most likely to contain _____.

Which of the following is NOT one of the classification categories of seniors age 55 and older?

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

Which criteria for determining segment effectiveness is the degree to which the segment is large enough to be worth attention?

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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