chapter 12
What is a key characteristic identified by the car maker Porsche as being similar across all buyers of Porsche cars?
high income
VALS is a valuable tool for marketers because it classifies American adults into _____ consumer segments.
8
Although both consist of upper-class, well-educated professionals, the _____ PRIZM consumer segment lives in small-town communities and the _____ segment lives in suburban areas.
Big Fish, Small Pond; Pools & Patios
Donna recently retired after 34 years as a preschool teacher. She now spends her time watching television, reading, and working on jigsaw puzzles. Which PRIZM segment does Donna fit?
Golden Ponds
In the text, the Las Vegas casino used PRIZM and learned that its core customers were found in three segments. What three things did the consumers in these segments have in common?
Highly educated Affluent professionals Enjoy travel
While all of his friends prefer to buy their shoes at the exclusive boutique downtown, Timor shops elsewhere because he knows products at that store are manufactured by a company that uses animals in its testing and has been cited for harmful practices. What VALS primary motivation does this represent?
Ideals motivation
Which of these groups would fit into the Pools and Patios PRIZM segment?
Marta and her husband are in their mid-50s and at the top of their careers. They have lived in their neighborhood for more than 20 years.
Which PRIZM segment did the casino identify as being similar to its core customers but was not being leveraged by the casino in its marketing efforts?
Networked Neighbors
Connor and his wife Alyssa both have masters degrees and earn six-figure incomes in their corporate executive roles. They own a $2 million dollar home in the Chicago suburbs and drive expensive cars. Which PRIZM segment do they represent?
Networked neighbors
Which PRIZM segment focuses on the lifestyle of the wealthy suburban family with expensive homes and high-end cars?
Networked neighbors
Which geo-demographic segmentation system from Claritas merges US Census data with extensive data on product consumption and media usage patterns?
PRIZM®
Based on the VALS ™ segments, Belinda would be classified as a striver if she exhibits which of these traits?
She is trendy and considers life unfair.
In the context of "urbanization," match the major social groups as categorized by PRIZM (in the left column) to their appropriate descriptions (in the right column).
Urban- major cities with highly dense population Suburban- areas surrounding metropolitan cities with moderately dense population Second City- satellites to major cities or cities with less dense population Town & Rural- communities with low population density
Which PRIZM segment consists of singles and young families who live in rural areas, enjoy country music, and typically shop at Walmart?
Young & Rustic
Match the life stage groups primarily determined by PRIZM (in the left column) to their corresponding descriptions (in the right column).
Younger Years- singles and couples under 35 years of age without kids, or middle aged people without kids at home Family Life- people having children living at home Mature Years- singles and couples, age 55 or over, or age 45-64 without children at home
According to the VALS ™ segments, consumers who have lifestyles that center on career and family and that are also goal-oriented are classified as
achievers.
Match the psychographic labels (in the left column) to their appropriate descriptions (in the right column).
attitudes- Evaluative statements about other places, ideas, people, products. activities and interests- Nonoccupational behaviors to which consumers devote time and effort. demographics- People's age, income, education level, family structure, occupation, ethnic background, etc. media patterns- The media that are utilized by consumers. values- Beliefs that are widely held among people about desirable or acceptable behaviors. usage rates- Consumption measurements within a specified product category.
The VALS systems suggests that while language and other differences exist, individuals in different cultures pursuing certain lifestyles should
be responsive to communication themes and product features suitable to that lifestyle.
According to the VALS ™ segments, a respect for rules and authority is a characteristic of
believers.
In the context of an individual's self-concept, the extent to which an individual includes important brands as part of her or his self-concept is known as
brand engagement.
According to the VALS ™ consumer segments, survivors are primarily concerned with safety and security so they
buy discounted merchandise and show brand loyalty.
According to the VALS ™ segment, a characteristic of innovators is that their purchases reflect
cultivated tastes for niche, upscale products and services.
According to the VALS™ consumer segments, Jay would be labeled as a thinker. What product attributes would he look for when shopping?
durability, value, and functionality
According to the VALS ™ consumer segments, stimulation from offbeat, risky, and new products is sought by
experiencers.
What kind of products do believers, according to the VALS ™ classification of consumer segments, typically prefer?
familiar products and established brands
Based on the VALS ™ consumer segments, experiencers spend a comparatively high proportion of their income on
fashion, entertainment, and socializing.
According to the logic of _____ analysis, people with similar means and perspectives and similar cultural backgrounds exhibit shared patterns of consumer behavior toward services, products, media and promotions.
geo-demographic
Match the type of motivation (in the left column) to its appropriate description (in the right column).
ideals motivation- guided by principles rather than feelings achievement motivation- strongly influenced by approval and opinions of others self-expression motivation- express their individuality through their choices
According to the VALS ™ segment, consumers who have high self-esteem and a take-charge attitude, and are sophisticated and successful people are classified as
innovators
The way a person lives is referred to as her or his
lifestyle
What helps marketers develop cultural strategies around consumer segments that cut across cultures?
lifestyle segments that are observable
The VALS consumer segment known as _____ prefers value over luxury and buys basic products.
makers
Which VALS ™ consumer segment values practicality and self-sufficiency?
makers
What kind of products do achievers typically prefer according to the VALS segmentation of consumers?
premium products that demonstrate success to their peers
What factor is used to classify respondents in the VALS program?
primary motivation
The _____ measurement approach developed by Malhotra is effective in describing the ideal, social, and actual self-concepts of individuals as well as in describing the images of automobiles and celebrities.
semantic differential
A match between the self-concept of a target market, the characteristics of an advertising spokesperson, and the image of a brand can be projected by the _____ to measure self-concept of individuals.
semantic differential approach
According to the VALS ™ consumer segments, stylish products that emulate the purchases of wealthier people are favored by
strivers.
Which VALS ™ consumer segment often feels powerless because it has the fewest resources?
survivors
True or false: Research shows that negative self-evaluations for males occur from idealized images of financial success found in marketing materials.
true
According to the VALS ™ segments, consumers who are mature, comfortable, reflective, and satisfied are classified as
thinkers
Based on categories developed in a study by Porsche, match the names of the consumer segments (in the left column) to their corresponding characteristics (in the right column).
top guns- ambitious and driven elitists- consider cars as cars no matter the price tag proud patrons- believe a car is a reward for hard work bon vivants- thrill seekers fantasists- use their car as an escape
