Exam 5: Segmentation, Targeting, and Positioning

There are proportionately _____ young adults (ages 20 to 34)than there were in prior generations.

Healthy Indulgers are in good health but are psychologically withdrawn from society.

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

The Believers is the VALS?? group that is least likely to do gourmet cooking.

The desire to buy and own products,the enjoyment of these items,and the desire for money that enables the acquisition of products is known as _____.

Focusing on and considering a message to which one has been exposed is known as _____.

The premise underlying geodemographic targeting is that people who reside in similar areas also share demographic and lifestyle similarities.

The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire.

Meaningful and profitable marcom targeting efforts typically require that audience members share a combination of _____.

Explain how marketers create meaning for a brand.

Mauve is 60 years old and financially successful after a career in banking.She is still vitally connected to her community by participating in several civic activities.She is a life-long learner and actively participates in several senior activities that expand her personal horizons.In terms of the MindBase segments,_____ best describes Mauve.

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

The Playboy group is the smallest subset of all the Generation X categories and is closest to the Generation X stereotype of being slackers,cynics,and hopeless.

Which is the largest minority group in the United States?

When a proposed positioning for a brand represents a competitive advantage on a feature or benefit and gives consumers a persuasive reason for trying the brand,this would be considered a _____ option.

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

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

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

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

The youngest of the VALS™ segments are the _____.