Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 4

Go to the SRI Consulting Business Intelligence Web site (www.sric-bi.com) and click through to the section on VALS TM. Find the VALS TM survey and complete the questionnaire.
a.Are the results surprising Why or why not Do you see yourself as part of the identified VALS TM segment
b.If you are comfortable doing so, share your results with a few other people in the class and ask if they mind sharing their results with you. What is the consensus among the group about whether the survey actually captured a relevant profile about yourself and your classmates
c.How might each of these brands benefit from the use of VALS TM as a psychographic segmentation tool:
i. Ruth's Chris Steak House.
ii. Walt Disney World Theme Park.
iii. Target Inc.
iv. Samsung.
v. Porsche.