Question 1

Geodemographic clustering systems have only been developed for the United States.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

Accepted Answer

A)  fashion 
B)  entertainment 
C)  outdoor recreation 
D)  economical 
E)  social 
A)  fashion 
B)  entertainment 
C)  outdoor recreation 
D)  economical 
E)  social

Question 4

Which VALS™ group is the most likely to drink domestic beer?

Accepted Answer

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

Question 5

A positioning statement that neither reflects a brand's advantage nor motivates consumers to action _____.

Accepted Answer

A)  is a winner 
B)  is a loser 
C)  promotes competitors 
D)  is "swimming up the river" 
E)  is "swimming up the river without a paddle" 
A)  is a winner 
B)  is a loser 
C)  promotes competitors 
D)  is "swimming up the river" 
E)  is "swimming up the river without a paddle"

Question 6

Age is the best indicator of how an individual lives and what role consumption plays.

Accepted Answer

A) True 
 B)False

Question 7

A household represents an independent housing entity,either rental property or owned property.

Accepted Answer

A) True 
 B)False

Question 8

Targeting implies efficiency of effort.

Accepted Answer

A) True 
 B)False

Question 9

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 10

Which of the following is a FALSE statement?

Accepted Answer

A)  The African American population is growing faster than the rest of the population. 
B)  The average age of black Americans is younger than that of whites. 
C)  African-Americans are geographically concentrated. 
D)  Whites tend to purchase prestige and name-brand products in greater proportion than African-Americans. 
E)  None of these are correct. 
A)  The African American population is growing faster than the rest of the population. 
B)  The average age of black Americans is younger than that of whites. 
C)  African-Americans are geographically concentrated. 
D)  Whites tend to purchase prestige and name-brand products in greater proportion than African-Americans. 
E)  None of these are correct.

Question 11

Jessica is 10 years old.To marketers,she is classified as a _____.

Accepted Answer

A)  kid 
B)  teenager 
C)  toddler 
D)  buster. 
E)  tween 
A)  kid 
B)  teenager 
C)  toddler 
D)  buster. 
E)  tween

Question 12

When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit,but does not represent something that would give consumers compelling reasons to select the brand positioned as such,this would be considered a _____ option.

Accepted Answer

A)  loser 
B)  winner 
C)  swimming-up-the-river 
D)  promote-competitors 
E)  match-competitors 
A)  loser 
B)  winner 
C)  swimming-up-the-river 
D)  promote-competitors 
E)  match-competitors

Question 13

A good positioning statement should satisfy which of the following?

Accepted Answer

A)  reflect a brand's competitive advantage 
B)  motivate consumers to action 
C)  based on product-related attributes 
D)  a and b only 
E)  a, b, and c 
A)  reflect a brand's competitive advantage 
B)  motivate consumers to action 
C)  based on product-related attributes 
D)  a and b only 
E)  a, b, and c

Question 14

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

Accepted Answer

A)  Showers 
B)  Bystanders 
C)  Yup & Comers 
D)  Playboys 
E)  Drifters 
A)  Showers 
B)  Bystanders 
C)  Yup & Comers 
D)  Playboys 
E)  Drifters

Question 15

The average age of black Americans is considerably older than that for whites.

Accepted Answer

A) True 
 B)False

Question 16

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

Accepted Answer

A)  positioning statement 
B)  summary statement 
C)  constructive process 
D)  sign 
E)  symbol 
A)  positioning statement 
B)  summary statement 
C)  constructive process 
D)  sign 
E)  symbol

Question 17

The _____ category of Generation X has the highest level of education and income.

Accepted Answer

A)  Yup & Comers 
B)  Bystanders 
C)  Playboys 
D)  Drifters 
E)  Slackers 
A)  Yup & Comers 
B)  Bystanders 
C)  Playboys 
D)  Drifters 
E)  Slackers

Question 18

Bob and Sue are a young,newly married couple without any children.They have a positive,upwardly mobile perspective and expect to benefit from their own skills and abilities.They are environmentalists and enjoy outdoor activities in their free time.In terms of MindBase segments,which best describes Bob and Sue?

Accepted Answer

A)  Up & Comers 
B)  Aspiring Achievers 
C)  Realists 
D)  New Traditionalists 
E)  Individualists 
A)  Up & Comers 
B)  Aspiring Achievers 
C)  Realists 
D)  New Traditionalists 
E)  Individualists

Question 19

The best predictor of one's future behavior is his or her past behavior.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 5: Segmentation, Targeting, and Positioning

Geodemographic clustering systems have only been developed for the United States.

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

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

Which VALS™ group is the most likely to drink domestic beer?

A positioning statement that neither reflects a brand's advantage nor motivates consumers to action _____.

Age is the best indicator of how an individual lives and what role consumption plays.

A household represents an independent housing entity,either rental property or owned property.

Targeting implies efficiency of effort.

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

Which of the following is a FALSE statement?

Jessica is 10 years old.To marketers,she is classified as a _____.

When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit,but does not represent something that would give consumers compelling reasons to select the brand positioned as such,this would be considered a _____ option.

A good positioning statement should satisfy which of the following?

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

The average age of black Americans is considerably older than that for whites.

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

The _____ category of Generation X has the highest level of education and income.

The best predictor of one's future behavior is his or her past behavior.

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

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters