Exam 5: Segmentation, Targeting, and Positioning

A targeting approach that embodies the "aim-where-the-ducks-are-flying" axiom is _____.

Which type of data is relatively difficult or expensive to obtain but is the best predictor of choice behavior?

The biggest issue facing marketers that track consumer online behavior is privacy.

Which VALS™ group is the most likely to structure their social lives around their family,place of worship,and work?

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

Ailing Outgoers are a good market for planned retirement communities and entertainment services.

Meaning is determined solely by the message source's choice of communication elements.

Katherine is a well-educated professional who is well-informed about current affairs.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)____.

In practical terms,exposing consumers to a brand's message is a function of _____.

In the PRIZMNE segmentation system,Bohemian Mix captures a collection of young,mobile urbanites who represent the nation's most liberal lifestyles.

Futures Company MindBase psychographic segmentation scheme consists of 66 general segments.

When positioning their brands,marketing communicators draw meaning _____ and transfer that meaning to their brands.

The traditional American family (i.e.,married couples with children younger than 18 years of age)represents over 75 percent of all U.S.households.

Which of the following is NOT one of the MindBase segments?

Which PRIZMNE cluster represents a stereotypical American household of previous generations?

Purchasing patterns often are influenced more by our lifestyles than our demographic backgrounds.

Antonio is a practical,self-sufficient consumer who focuses on family,work,and physical recreation.He is only interested in material possessions that have a practical or functional purpose.He also likes to fix things,such as his car or things around his house.In terms of the VALS™ framework,Ken is a(n)_____.

The best media for reaching the Healthy Hermits would be _____.

U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.

A positioning statement that reflects a brand's competitive advantage and motivates consumers to action _____.