Question 1

In the PRIZM NE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)   child 
B)   teenager 
C)   toddler 
D)   buster 
E)   tweenF) D) and E)
G) B) and D)

Question 3

Mature consumers are poorer and less willing to spend than ever before.

Accepted Answer

A) True 
 B)False

Question 4

Nonfamily households constitute approximately _____ percent of all households.

Accepted Answer

A)   18 
B)   24 
C)   34 
D)   45 
E)   66F) C) and D)
G) B) and C)

Question 5

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach?

Accepted Answer

A)   demographics 
B)   behaviorgraphics 
C)   psychographics 
D)   geodemographics 
E)   None of these is correctF) C) and D)
G) B) and D)

Question 6

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a  questionnaire.

Accepted Answer

A)   four 
B)   five 
C)   six 
D)   seven 
E)   eightF) A) and B)
G) A) and C)

Question 7

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster?

Accepted Answer

A)   inner-ring suburbanites 
B)   individuals earning around $57,000 
C)   blue-collar workers 
D)   aging homes 
E)   single parentsF) C) and D)
G) B) and C)

Question 8

There are now fewer younger,middle-aged adults than was the case in prior generations.

Accepted Answer

A) True 
 B)False

Question 9

Which VALS segment is made up of young,enthusiastic,impulsive consumers?

Accepted Answer

A)   Innovators 
B)   Believers 
C)   Achievers 
D)   Experiencers 
E)   MakersF) B) and D)
G) A) and B)

Question 10

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS framework,Alan is a(n) _____.

Accepted Answer

A)   Innovator 
B)   Believer 
C)   Achiever 
D)   Striver 
E)   ExperiencerF) A) and D)
G) A) and E)

Question 11

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

Accepted Answer

A) True 
 B)False

Question 12

Which group has been heralded as the newest "hot" ethnic market?

Accepted Answer

A)   Hispanic Americans 
B)   non-white Latinos 
C)   African Americans 
D)   Asian Americans 
E)   Native AmericansF) None of the above
G) A) and E)

Question 13

Needs involving current consumption-related problems,potential problems,or conflicts are ______ needs.

Accepted Answer

A)   symbolic 
B)   economic 
C)   experiential 
D)   functional 
E)   favorableF) C) and D)
G) None of the above

Question 14

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.

Accepted Answer

A)   You Only Live Once 
B)   Do the Right Thing 
C)   Tine Is of the Essence 
D)   Ease on Down the Road 
E)   Sense and SensibilityF) C) and D)
G) B) and D)

Question 15

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas' original segmentation system.

Accepted Answer

A)   new evolution 
B)   new edition 
C)   next evolution 
D)   neo-edition 
E)   need editionF) C) and E)
G) C) and D)

Question 16

Which of the following is a FALSE statement?

Accepted Answer

A)   The total spending power of African Americans is considerable. 
B)   The average age of African Americans is younger than that of any other segment. 
C)   African-Americans are geographically concentrated. 
D)   African-Americans tend to purchase prestige and name-brand products in lower proportion than other segments. 
E)   None of these are correct.F) A) and B)
G) A) and C)

Question 17

A good positioning statement should satisfy which of the following?

Accepted Answer

A)   It should reflect a brand's competitive advantage. 
B)   It should motivate consumers to action. 
C)   It should be based on product-related attributes. 
D)   a and b only 
E)   a, b, and cF) B) and C)
G) A) and E)

Question 18

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.

Accepted Answer

A)   Behaviorgraphics 
B)   Psychographics 
C)   Demographics 
D)   Geodemographics 
E)   CosmographicsF) A) and B)
G) A) and C)

Question 19

What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.

Accepted Answer

Segement effectiveness,or attractiveness...

Question 20

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZM NE cluster would Terron most likely belong?

Accepted Answer

A)   Innovators 
B)   Bohemian Mix 
C)   White Picket Fences 
D)   Upper Crust 
E)   Big Fish, Small PondF) A) and E)
G) A) and C)

Exam 5: Segmentation, Targeting, and Positioning

Behaviorgraphics is the most predictive indicator of consumer choice behavior while demographics is the least predictive indicator of behavior.

Correct AnswerverifiedShow Answer

There are now fewer younger,middle-aged adults than was the case in prior generations.

Correct AnswerverifiedShow Answer

Which group has been heralded as the newest "hot" ethnic market?

Correct AnswerverifiedShow Answer

In Nielsen Claritas' PRIZM NE system of geodemographic profiling,NE represents the ____ of Nielsen Claritas' original segmentation system.

Correct AnswerverifiedShow Answer

Mature consumers are poorer and less willing to spend than ever before.

Correct AnswerverifiedShow Answer

Needs involving current consumption-related problems,potential problems,or conflicts are ______ needs.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a FALSE statement?

Correct AnswerverifiedShow Answer

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster?

Correct AnswerverifiedShow Answer

_____ is based on demographic characteristics of consumers who reside within geographic clusters,such as ZIP code areas and neighborhoods.

Correct AnswerverifiedShow Answer

Which VALS segment is made up of young,enthusiastic,impulsive consumers?

Correct AnswerverifiedShow Answer

Marketers of truly innovative new products or manufacturers of products sold in locations where it is not possible to track customer purchases would not be able to make use of which targeting approach?

Correct AnswerverifiedShow Answer

Nonfamily households constitute approximately _____ percent of all households.

Correct AnswerverifiedShow Answer

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a questionnaire.

Correct AnswerverifiedShow Answer

Terron is a young professional that always attends the latest movie,frequents the newest nightclubs,and has the most up-to-date electronic equipment.To which PRIZM NE cluster would Terron most likely belong?

Correct AnswerverifiedShow Answer

What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.

Correct AnswerverifiedSegement effectiveness,or attractiveness...View AnswerShow Answer

A good positioning statement should satisfy which of the following?

Correct AnswerverifiedShow Answer

James feels that with all of his responsibilities,things are barely within his control at times.He would give up a promotion if it meant he would be able to spend less time with his kids.According to MindBase,his motto would be _____.

Correct AnswerverifiedShow Answer

Alan is 26 years old.He exhibits high energy levels,which he devotes to entertainment and social activities.In terms of the VALS framework,Alan is a(n) _____.

Correct AnswerverifiedShow Answer

In the PRIZM NE segmentation system,Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.

Correct AnswerverifiedShow Answer

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Segement effectiveness,or attractiveness...
View Answer

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