Exam 5: Segmentation, Targeting, and Positioning

In the VALS?? classification system,Thinkers are well-educated professionals who are well-informed about current affairs.

A positioning statement that reflects a brand's competitive advantage but does not motivate consumers to action _____.

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

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

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.

The Bureau of the Census divides people 55 and older into four distinct segments.Name and describe theses segments,and discuss why these groups of consumers are significant for marketers.

Social networking sites such as Facebook have become particularly effective venues for reaching and influencing the consumer behavior of _____.

Demographic data is relatively easy to obtain and is the most predictive of consumer choice behavior.

Non-family households constitute nearly one-third of all households.

Which VALS™ group is the most likely to buy hand tools?

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

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

Which VALS™ group is the most likely to camp,hike,or enjoy other types of outdoor recreation?

Which of the following is a VALS™ segment?

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

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

Hispanic Americans represent the largest minority group in America.

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

What are the two main dimensions of the VALS™ framework?