Deck 17: Segmentation

Question 1

When conducting segmentation research,________ variables represent the basis for segment formation.

A)evaluative
B)separation
C)descriptive
D)classification
E)articulation

Answer 1

D

Question 2

Consider the different types of variables shown below.How many would be considered demographic variables?
- age
- marital status
- household composition
- life stage

A)1
B)2
C)3
D)4

Answer 2

D

Question 3

Variables used in segmentation research fall into one of four broad categories.These categories are: demographics,geography,psychographics,and relevant attitudes/behaviors.

Answer 3

True

Question 4

The text states that "Marketers who understand regional differences in product preferences can make certain that the characteristics of their products respond to the needs and desires of a particular region." Marketers who engage in this type of practice are most likely to use ________ segmentation.

A)demographic
B)geographic
C)psychographic
D)life stage
E)exploratory

Question 5

As discussed in the text,Jello is an example of an advertiser using segmentation to identify and take advantage of a small,but untapped,consumer segment.

Question 6

Segmentation contributes to more effective communications planning because it is usually easier to create and take advantage of new versus pre-existing segments.

Question 7

The following two statements refer to the types of variables used in a segmentation study.
I.When conducting a segmentation study,demographics must always be used
As a classification variable.
II.When conducting a segmentation study,psychographics must always be used
As a descriptive variable.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 8

Consider the criteria shown below.How many of these criteria does the text recommend be used to evaluate a segment's characteristics for communication targeting?
- size
- use of social media
- technological sophistication
- potential message responsiveness

A)1
B)2
C)3
D)4

Question 9

Because each segment is homogeneous with respect to the basis for the segmentation,advertisers expect individuals in a segment to respond in a similar way to the same communication plan and messages.

Question 10

The term ________ describes an individual's general attitudes,motivations,values,and lifestyle.

A)pseudographic
B)psychogeneral
C)psychographic
D)segraphic

Question 11

A consumer ________ study seeks to break down a population of individuals into smaller subgroups where individuals in a specific subgroup are similar to each other in terms of important characteristics and possess characteristics different from individuals in other groups.

A)response
B)reduction
C)segmentation
D)insights
E)selection

Question 12

The text discussed the Pew generational segmentation study.In this research,age was used as the sole ________ variable.

A)evaluative
B)explanatory
C)descriptive
D)classification
E)examination

Question 13

When conducting segmentation research,________ variables are used to describe the internal characteristics of each segment after they are formed.

A)evaluative
B)explanatory
C)descriptive
D)classification
E)articulation

Question 14

Age and gender are types of ________ variables.

A)demographic
B)psychographic
C)geographic
D)relevant attitude/behavior

Question 15

Advertisers conducting segmentation expect the same message to appeal to multiple segments.

Question 16

A successful segmentation study results in groups which are internally ________.

A)homogeneous
B)heterogeneous
C)homological
D)heterological

Question 17

The use of segmentation to increase message relevance is particularly true of messages communicated via e-mail.

Question 18

Segmentation permits advertisers to increase the relevance and potential impact of their messages.

Question 19

A successful segmentation study is ________ across groups.

A)homogeneous
B)heterogeneous
C)homological
D)heterological

Question 20

The text discussed the Pew generational segmentation study.In this research,online and related behaviors/attitudes were used as ________ variables.

A)evaluative
B)explanatory
C)descriptive
D)classification
E)examination

Question 21

Energy,self-confidence,intellectualism,novelty seeking,innovativeness,impulsiveness,leadership,and vanity (along with demographics)are used by VALS to determine an individual's ________.

A)literacy level
B)technological sophistication
C)resources
D)brand loyalty

Question 22

VALS is an example of a syndicated ________ segmentation.

A)psychographic
B)demographic
C)geodemographic
D)life stage

Question 23

Think about presenting the results of a segmentation study.A ________ can be created for each individual segment.This document provides a "literary" description of the segment and its defining characteristics,values,behaviors,and beliefs.

A)summary sheet
B)persona
C)narrative
D)spec sheet

Question 24

________ segmentation assumes that what people think,how they are motivated,and how they lead their lives are often strong determinants or predictors of their use of specific types of goods and services as well as their choice to participate (or not participate)in certain behaviors.

A)Pseudographic
B)Psychogeneral
C)Psychographic
D)Segraphic

Question 25

Imagine that you conduct a segmentation study for McDonald's.Individuals are assigned to different segments based on the amount of fast food they consume in an average week.This would be an example of segmentation based on ________.

A)product-related attitudes
B)life stage
C)psychographics
D)product usage

Question 26

According to VALS,________ with many resource constraints,(e.g.,little money,poorer health,low tolerance for risk)consume little and are motivated mostly by low cost and brand familiarity.

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

Question 27

According to VALS,________ are successful,sophisticated,take-charge people with high self-esteem.Because they have such abundant resources,they exhibit all three primary motivations in varying degrees.

A)Innovators
B)Believers
C)Strivers
D)Thinkers
E)Makers

Question 28

VALS divides the U.S.population into ________ individual segments.

A)2
B)4
C)6
D)8

Question 29

Think about presenting the results of a segmentation study.A ________ can be created for each individual segment.This document typically names a segment,provides a picture of that segment's typical member and then lists the key characteristics,values,behaviors,and beliefs of the segment.

A)summary sheet
B)persona
C)narrative
D)spec sheet

Question 30

When forming segments,it is important that responses to the classification variables be similar within segments and different across segments.

Question 31

According to VALS,the Ideals group consists of the Thinkers and ________ segments.

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

Question 32

Imagine that you conduct a segmentation study for McDonald's.Individuals are assigned to different segments based on the reasons why they eat at fast food restaurants.This would be an example of a segmentation based on ________.

A)product-related attitudes
B)brand loyalty
C)needs or benefits
D)psychographics

Question 33

Think about presenting the results of a segmentation study.A ________ can be created for each individual segment.This document names and describes the typical individual in a segment,communicating all segment characteristics as a reflection of that single individual within the segment.

A)summary sheet
B)persona
C)narrative
D)spec sheet

Question 34

The three primary approaches to syndicated segmentation are: psychographic,product usage,and ________.

A)residential geographic
B)geopsychographic
C)geopolitical
D)geodemographic

Question 35

The first step in original segmentation research is to explicitly state the research question(s).

Question 36

Questionnaire pilot or pretesting is not recommended for segmentation research.

Question 37

VALS includes three primary motivations that matter for understanding consumer behavior: ideals,achievement,and ________.

A)self-expression
B)selflessness
C)self-determination
D)self-indulgence

Question 38

VALS divides the U.S.adult population using two primary dimensions.One dimension is motivation.The second dimension is ________.

A)literacy level
B)technological sophistication
C)resources
D)brand loyalty

Question 39

Imagine that in preparation for a segmentation study,Mary identified 178 potential variables.She should incorporate all of these variables into the final questionnaire without any additional analysis.

Question 40

Imagine that you conduct a segmentation study for McDonald's.Individuals are assigned to different segments based on the percentage of all their fast food consumption which takes place at McDonald's in an average week.This would be an example of a segmentation based on ________.

A)product-related attitudes
B)brand loyalty
C)psychographics
D)motivations

Question 41

According to VALS,________ are trendy and fun loving.They are concerned about the opinions and approval of others.Money defines success for those in this segment,who don't have enough of it to meet their desires.They favor stylish products that emulate the purchases of people with greater material wealth.Many see themselves as having a job rather than a career,and a lack of skills and focus often prevents them from moving ahead.They are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy.As consumers,they are as impulsive as their financial circumstances will allow.

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

Question 42

According to VALS,________ have goal-oriented lifestyles and a deep commitment to career and family.Their social lives reflect this focus and are structured around family,their place of worship,and work.They live conventional lives,are politically conservative,and respect authority and the status quo.They value consensus,predictability,and stability over risk,intimacy,and self-discovery.With many wants and needs,they are active in the consumer marketplace.Image is important to them.They favor established,prestige products and services that demonstrate success to their peers.Because of their busy lives,they are often interested in a variety of time-saving devices.

A)Achievers
B)Experiencers
C)Makers
D)Thinkers
E)Believers

Question 43

Briefly describe two reasons why advertisers use segmentation.

Question 44

According to VALS,________ are motivated by self-expression.As young,enthusiastic,and impulsive consumers,they quickly become enthusiastic about new possibilities,but are equally quick to cool.They seek variety and excitement,savoring the new,the offbeat,and the risky.Their energy finds an outlet in exercise,sports,outdoor recreation,and social activities.They are avid consumers and spend a comparatively high proportion of their income on fashion,entertainment,and socializing.Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

A)Innovators
B)Believers
C)Experiencers
D)Achievers
E)Thinkers

Question 45

According to VALS,________ are motivated by self-expression.They express themselves and experience the world by working on it - building a house,raising children,fixing a car,or canning vegetables - and have enough skill and energy to carry out their projects successfully.They are practical people who have constructive skills and value self-sufficiency.They live within a traditional context of family,practical work,and physical recreation and have little interest in what lies outside that context.They are suspicious of new ideas and large institutions such as big business.They are respectful of government authority and organized labor,but resentful of government intrusion on individual rights.They are unimpressed by material possessions other than those with a practical or functional purpose.Because they prefer value to luxury,they buy basic products.

A)Thinkers
B)Strivers
C)Achievers
D)Makers
E)Believers

Question 46

Briefly describe four criteria that advertisers use to select segments .

Question 47

Consider the Mediamark (MRI)data shown below. $$\begin{array} { llllrr } \hline & & \text { U.S. Adults } & \text { Fident } & \text { Islands } & { \text { TresBon } } \\\hline { \mathbf { GENDER: FEMALE } } & \text { Sample } & 14,165 & 926 & 218 & 1,545 \\& ( 000 ) & 114,462 & 6,960 & 1,789 & 14,176 \\& \text { Horizontal \% } & 100 \% & 6.1 \% & 1.6 \% & 12.4 \% \\& \text { Vertical \% } & 52.1 \% & 63.2 \% & 74.4 \% & 46.7 \% \\& \text { Index } & 100 & 121 & 143 & 90 \\\hline\end{array}$$ What percent of all women use Islands?

A)1.6%
B)6.1%
C)74.4%
D)143%

Question 48

Consider the Mediamark (MRI)data shown below. $$\begin{array} { llllrr } \hline & & \text { U.S. Adults } & \text { Fident } & \text { Islands } & { \text { TresBon } } \\\hline { \mathbf { GENDER: FEMALE } } & \text { Sample } & 14,165 & 926 & 218 & 1,545 \\& ( 000 ) & 114,462 & 6,960 & 1,789 & 14,176 \\& \text { Horizontal \% } & 100 \% & 6.1 \% & 1.6 \% & 12.4 \% \\& \text { Vertical \% } & 52.1 \% & 63.2 \% & 74.4 \% & 46.7 \% \\& \text { Index } & 100 & 121 & 143 & 90 \\\hline\end{array}$$ Which brand(s)have an average proportion of women in their user base?

A)Tresbon
B)TresBon and Fident
C)Fident and Islands
D)Islands

Question 49

A segmentation study was conducted to explore attitudes toward classical music and symphony
attendance.Responses to key attitude questions are shown below.
ANY SCORE 4.0 OR OVER IS SIGNIFICANTLY HIGHER THAN THE OVERALL AVERAGE INDICATING MORE AGREEMENT.
ANY SCORE 2.0 OR LESS IS SIGNIFICANTLY BELOW THE OVERALL AVERAGE INDICATING LESS AGREEMENT.
Which group is best named "Snobby Sally and Sam"? Why?

Question 50

According to VALS,________ are motivated by ideals.They are conservative,conventional people with concrete beliefs based on traditional,established codes: family,religion,community,and the nation.Many express moral codes that are deeply rooted and literally interpreted.They follow established routines,organized in large part around home,family,community,and social or religious organizations to which they belong.As consumers,they are predictable; they choose familiar products and established brands.They favor American products and are generally loyal customers.

A)Believers
B)Makers
C)Strivers
D)Experiencers
E)Achievers

Question 51

Mediamark and Experian Simmons both report an index as part of their data base.An index of ________ and above is considered to be an indication of above average group composition.

A)90
B)100
C)110
D)115
E)135

Question 52

Consider the Mediamark (MRI)data shown below. $$\begin{array} { llllrr } \hline & & \text { U.S. Adults } & \text { Fident } & \text { Islands } & { \text { TresBon } } \\\hline { \mathbf { GENDER: FEMALE } } & \text { Sample } & 14,165 & 926 & 218 & 1,545 \\& ( 000 ) & 114,462 & 6,960 & 1,789 & 14,176 \\& \text { Horizontal \% } & 100 \% & 6.1 \% & 1.6 \% & 12.4 \% \\& \text { Vertical \% } & 52.1 \% & 63.2 \% & 74.4 \% & 46.7 \% \\& \text { Index } & 100 & 121 & 143 & 90 \\\hline\end{array}$$ What percent of Fident users are women?

A)6.1%
B)63.2%
C)121%

Question 53

________ segmentation is an analysis of people in terms of where they live.It accomplishes this analysis by dividing the United States into very small geographic areas and then describing the individuals who live in that area in terms of demographics,media usage,lifestyle choices,possessions,and purchase behaviors.The core premise of this segmentation is that similar people live in similar places,partake in similar activities,share common beliefs,and live similar lifestyles,in other words,that "birds of a feather flock together."

A)Urban
B)Geodemocratic
C)Neighborhood
D)Geodemographic

Question 54

Explain the role of motivation and resources in the creation of VALS segments.

Question 55

According to VALS,________ are motivated by ideals.They are mature,satisfied,comfortable,and reflective people who value order,knowledge,and responsibility.They tend to be well-educated and actively seek out information in the decision-making process.They are well-informed about world and national events and are alert to opportunities to broaden their knowledge.They have a moderate respect for the status quo institutions of authority and social decorum,but are open to consider new ideas.Although their incomes allow them many choices,they are conservative,practical consumers.They look for durability,functionality,and value in the products they buy.

A)Achievers
B)Thinkers
C)Strivers
D)Makers
E)Experiencers

Question 56

According to VALS,the Achievement-oriented group consists of the Strivers and ________ segments.

A)Achievers
B)Strivers
C)Experiencers
D)Believers
E)Makers

Question 57

According to VALS,the Self-Expression group consists of the Experiencer and ________ segments.

A)Believers
B)Makers
C)Strivers
D)Achievers
E)Thinkers

Question 58

Mediamark and Experian Simmons both report an index as part of their data base.An index of below ________ is considered to be an indication of below average group composition.

A)70
B)80
C)85
D)100
E)115