Question 1

The total population of human beings on the earth is estimated to be approximately 25 billion people.

Accepted Answer

A) True 
 B)False

Question 2

Age is the best indicator of how an individual lives and what role consumption plays.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Targeting implies efficiency of effort.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a FALSE statement?

Accepted Answer

A)   The African American population is growing faster than the rest of the population.
B)   The average age of black Americans is younger than that of whites.
C)   African-Americans are geographically concentrated.
D)   Whites tend to purchase prestige and name-brand products in greater proportion than African-Americans.
E)   None of these are correct.

Question 6

Bob and Sue are a young,newly married couple without any children.They have a positive,upwardly mobile perspective and expect to benefit from their own skills and abilities.They are environmentalists and enjoy outdoor activities in their free time.In terms of MindBase segments,which best describes Bob and Sue?

Accepted Answer

A)   Up & Comers
B)   Aspiring Achievers
C)   Realists
D)   New Traditionalists
E)   Individualists

Question 7

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

Accepted Answer

A)   kid
B)   teenager
C)   toddler
D)   buster.
E)   tween

Question 8

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

Accepted Answer

A)   fashion
B)   entertainment
C)   outdoor recreation
D)   economical
E)   social

Question 9

A good positioning statement should satisfy which of the following?

Accepted Answer

A)   reflect a brand's competitive advantage
B)   motivate consumers to action
C)   based on product-related attributes
D)   a and b only
E)   a, b, and c

Question 10

Geodemographic clustering systems have only been developed for the United States.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

A brand's _____ represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Accepted Answer

A)   logo
B)   name
C)   positioning
D)   placement
E)   semiotics

Question 13

The _____ category of Generation X has the highest level of education and income.

Accepted Answer

A)   Yup & Comers
B)   Bystanders
C)   Playboys
D)   Drifters
E)   Slackers

Question 14

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

Accepted Answer

A)   how large should the target be, and what area(s)  of the country should it include
B)   what media would best reach the target market, and what appeal would work best
C)   how many target markets should be selected, and how large should they be
D)   how to evaluate the success of the marcom strategies and measure of financial success
E)   how easy or difficult is it to collect data, and how predictive the characteristic is of consumer choice behavior

Question 15

Which VALS™ group is the most likely to drink domestic beer?

Accepted Answer

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

Question 16

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

Accepted Answer

A)   positioning statement
B)   summary statement
C)   constructive process
D)   sign
E)   symbol

Question 17

A positioning statement that neither reflects a brand's advantage nor motivates consumers to action _____.

Accepted Answer

A)   is a winner
B)   is a loser
C)   promotes competitors
D)   is "swimming up the river"
E)   is "swimming up the river without a paddle"

Question 18

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

Accepted Answer

A)   Showers
B)   Bystanders
C)   Yup & Comers
D)   Playboys
E)   Drifters

Question 19

The average age of black Americans is considerably older than that for whites.

Accepted Answer

A) True 
 B)False

Question 20

When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit,but does not represent something that would give consumers compelling reasons to select the brand positioned as such,this would be considered a _____ option.

Accepted Answer

A)   loser
B)   winner
C)   swimming-up-the-river
D)   promote-competitors
E)   match-competitors

Exam 5: Segmentation, Targeting, and Positioning

Age is the best indicator of how an individual lives and what role consumption plays.

Correct Answer
verified

When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit,but does not represent something that would give consumers compelling reasons to select the brand positioned as such,this would be considered a _____ option.

Correct Answer
verified

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

Correct Answer
verified

Geodemographic clustering systems have only been developed for the United States.

Correct Answer
verified

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

Correct Answer
verified

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

Correct Answer
verified

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

Correct Answer
verified

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

Correct Answer
verified

A brand's _____ represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Correct Answer
verified

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

Correct Answer
verified

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

Correct Answer
verified

Which of the following is a FALSE statement?

Correct Answer
verified

Which VALS™ group is the most likely to drink domestic beer?

Correct Answer
verified

The total population of human beings on the earth is estimated to be approximately 25 billion people.

Correct Answer
verified

The average age of black Americans is considerably older than that for whites.

Correct Answer
verified

Correct Answer
verified

Targeting implies efficiency of effort.

Correct Answer
verified

The _____ category of Generation X has the highest level of education and income.

Correct Answer
verified

A good positioning statement should satisfy which of the following?

Correct Answer
verified

A positioning statement that neither reflects a brand's advantage nor motivates consumers to action _____.

Correct Answer
verified

Exam 5: Segmentation, Targeting, and Positioning

Age is the best indicator of how an individual lives and what role consumption plays.

Correct AnswerverifiedShow Answer

When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit,but does not represent something that would give consumers compelling reasons to select the brand positioned as such,this would be considered a _____ option.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Geodemographic clustering systems have only been developed for the United States.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____.

Correct AnswerverifiedShow Answer

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

Correct AnswerverifiedShow Answer

Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.

Correct AnswerverifiedShow Answer

A brand's _____ represents the key feature,benefit,or image that it stands for in the target audience's collective mind.

Correct AnswerverifiedShow Answer

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.

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 VALS™ group is the most likely to drink domestic beer?

Correct AnswerverifiedShow Answer

The total population of human beings on the earth is estimated to be approximately 25 billion people.

Correct AnswerverifiedShow Answer

The average age of black Americans is considerably older than that for whites.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Targeting implies efficiency of effort.

Correct AnswerverifiedShow Answer

The _____ category of Generation X has the highest level of education and income.

Correct AnswerverifiedShow Answer

A good positioning statement should satisfy which of the following?

Correct AnswerverifiedShow Answer

A positioning statement that neither reflects a brand's advantage nor motivates consumers to action _____.

Correct AnswerverifiedShow Answer

Correct Answer
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