Exam 5: Segmentation, Targeting, and Positioning

Leigh is a well educated 28 year old and earns a higher income than most people her age.She would most likely fit into the Generation X category known as _____.

Name and briefly describe the four sets of consumer characteristics described in this chapter that singularly or in combination influence what people consume and how they respond to marketing communications.

Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?

Alex is a semi-retired individual who is in good health but is psychologically withdrawn from society.Alex would be classified as a(n)_____.

In the VALS™ framework,"Believers" _____.

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)_____.

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

Product design,color,and size are all examples of _____.

Nielsen Claritas' PRIZMNE,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?

Which of the following is a VALS™ segment?

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?

The Bystander group of Generation X is predominantly white and male.

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

Targeting implies precision and _____.

Non-family households constitute approximately _____ percent of all households.

A sign relation is established in marketing communications when _____.

Teenagers want to be "marketed to," even if irrelevant information is communicated to them.

A good positioning statement should satisfy two requirements: (1)reflect a brand's competitive advantage,and (2)determine product placement.

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

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