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Exam 5: Segmentation, Targeting, and Positioning

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Question 21

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In positioning their brands,marketing communicators draw meaning from the culturally constituted world and transfer that meaning to their brands.

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Question 22

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The Census Bureau classifies the very old as those people at what age and above? 

A)  55 
B)  65 
C)  75 
D)  85 
E)  95

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Question 23

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Singles and unrelated couples or friends living together represent a large,and growing,group of American households.

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.

Demographic data is relatively easy to obtain and is the most predictive of consumer choice behavior.

The Bureau of the Census divides people 55 and older into three distinct segments.Name and describe these segments,and discuss why these groups of consumers are significant for marketers.

Asian-Americans are better educated than any other segment of American society.

Which of the following is NOT a primary motivations dimension of the VALS psychographics classification model? 

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

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

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

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

Which of the following does NOT describe one of the MindBase segments? 

If a firm is unable to determine a segment's size or purchasing power,this may indicate that which criteria for segment effectiveness cannot be met? 

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

There are indications that baby boomers are retaining many of their more youthful consumption patterns.

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

The first major step in the market segmentation process is to identify bases,such as behavior or demographics,to segment the market.

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) _____.

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