sav cons beh ch7

62) Lifestyle profiles look for items that differentiate between users and nonusers of a product. t/f

Answer: TRUE

71) It is possible to use psychographics to identify distinct segments even for mundane products such as soap. t/f

Answer: TRUE

74) Psychographics use lifestyle profiles to target markets. t/f

Answer: TRUE

80) An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system? A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE

B) VALS2™

81) The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change. A) Believers B) Strugglers C) Innovators D) Makers

C) Innovators

70) The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change. A) fulfillers B) achievers C) actualizes D) believers

C) actualizes

52) AIO surveys help measure ________. A) personality B) demographics C) lifestyles D) heavy users

C) lifestyles

67) When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________. A) demographics B) personality C) psychographics D) positioning

C) psychographics

69) A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________. A) the Likert scale analysis B) the AIO measurement analysis C) the VALS™ (the Values and Lifestyles) system D) the PRIZM™ Cluster system

C) the VALS™ (the Values and Lifestyles) system

59) Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong? A) Thinkers B) Achievers C) Strivers D) Experiencers

D) Experiencers

60) An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2™ groups? A) Innovators B) Strivers C) Achievers D) Makers

D) Makers

53) ________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium. A) Lifestyles B) Promotional segmentations C) AIO measures D) Psychographics

D) Psychographics

58) Marketers use results from AIO surveys to ________. A) define target markets B) create a new view of the market C) position a product D) all of the above

D) all of the above

56) Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig. A) motivational aptitudes B) ego C) brand awareness D) lifestyle

D) lifestyle

77) There are eight categories listed in the VALS2™ system. List and briefly describe each of the categories. In which of the eight categories of the VALS2™ system would a rich, 60-year-old woman who is open to new ideas belong?

Answer: a. Innovators—successful consumers with many resources, concerned with social issues and open to change. b. Thinkers—satisfied, reflective, and comfortable; they tend to be practical and value functionality. c. Achievers—career oriented and prefer predictability over risk and self-discovery. d. Experiencers—impulsive, young, and enjoy offbeat or risky experiences. e. Believers—have strong principles and favor proven brands. f. Strivers—like the Achievers, but with fewer resources; they are very concerned about the approval of others. g. Makers—are action-oriented and tend to focus their energies on self-sufficiency; they often will be found working on their cars, canning their own vegetables, or building their own houses. h. Strugglers—are at the bottom of the economic ladder; they are most concerned with meeting their needs of the moment and have limited ability to acquire anything beyond their basic goods needed for survival. The woman is most likely to be an Innovator.

76) List the various ways that psychographic segmentation can be used.

Answer: a. To define the target market b. T o create a new view of the market c. To position a product d. To better communicate product attributes e. To develop overall strategy f. To market social and political issues

75) In the VALS2™ system thinkers are career oriented and prefer predictability to risk. t/f

Answer: FALSE

61) Lifestyles are identified by a convergence of personality, product and setting. t/f

Answer: TRUE

54) Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now? A) Activities B) Interests C) Opinions D) Demographics

B) Interests