Question 1

An ad for Hanes brand of underwear says,"Wait 'til we get our Hanes on you!" The brand is positioned as being comfortable for the wearer,and the ad really stressed how comfortable the brand feels against your skin.This brand's positioning is best described as appealing to consumers' _____ needs.

Accepted Answer

A)  functional 
B)  rational 
C)  emotional 
D)  symbolic 
E)  experiential

Question 2

A brand that is positioned in terms of the kind of people who use it is making use of ______.

Accepted Answer

A)  usage imagery 
B)  user imagery 
C)  experiential imagery 
D)  symbolic imagery 
E)  functional imagery

Question 3

Mauve is a diligent planner.Her hard work over the years has enabled her to maintain a good handle on her finances.She also feels that it is important to stay active.According to MindBase,her motto would be _____.

Accepted Answer

A)  Live Like You Mean It 
B)  Do the Right Thing 
C)  Ease on Down the Road 
D)  Sense and Sensibility 
E)  An Ounce of Prevention

Question 4

Leigh is a well educated 42 year old and earns a higher income than most people her age.She would most likely fit into the Generation X category known as _____.

Accepted Answer

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

Question 5

According to the U.S.Census Bureau,people who are 55 and older are classified as _____.

Accepted Answer

A)  baby boomers 
B)  mature people 
C)  middle-aged 
D)  elders 
E)  the very old

Question 6

Which is the largest minority group in the United States?

Accepted Answer

A)  African Americans 
B)  Asian Americans 
C)  Jewish Americans 
D)  Hispanic Americans (Latinos) 
E)  Muslim Americans

Question 7

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.

Accepted Answer

A)  competitive espionage 
B)  invading privacy 
C)  increased costs 
D)  losing competitive advantage 
E)  technological breakdowns

Question 8

Hispanic Americans represent the largest minority group in America.

Accepted Answer

A) True 
 B)False

Question 9

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.

Accepted Answer

A)  Psychographics 
B)  Topographics 
C)  Geodemographics 
D)  Behaviorgraphics 
E)  Cosmographics

Question 10

Tweens are usually classified as children between the ages of 8 and 12.

Accepted Answer

A) True 
 B)False

Question 11

U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.

Accepted Answer

A) True 
 B)False

Question 12

PRIZM NE is a classification system that delineates every neighborhood in the United States into 66 clusters based on their demographic characteristics.

Accepted Answer

A) True 
 B)False

Question 13

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to.He likes to help other people reach their full potential as well,and can always be counted on to give advice.According to MindBase,his motto would be _____.

Accepted Answer

A)  Nothing Ventured, Nothing Gained 
B)  Live Like You Mean It 
C)  Sense and Sensibility 
D)  An Ounce of Prevention 
E)  Do the Right Thing

Question 14

Which group has the highest incomes and most prestigious jobs of any segment of American society?

Accepted Answer

A)  Whites 
B)  African Americans 
C)  Hispanic Americans 
D)  Muslim Americans 
E)  Asian Americans

Question 15

Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

Accepted Answer

A) True 
 B)False

Question 16

The most prevalent form of brand-benefit positioning is appeals to ______ .

Accepted Answer

A)  attitudes 
B)  symbolic needs 
C)  functional needs 
D)  experiential needs 
E)  economic needs

Question 17

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.

Accepted Answer

A)  tweens 
B)  toddlers 
C)  teenagers 
D)  kids 
E)  busters

Question 18

In the VALS segmentation scheme,consumer segments are represented along the dimensions of primary motivations and resources.

Accepted Answer

A) True 
 B)False

Question 19

Aspects of consumers' psychological makeup and lifestyles-including their attitudes,values,and motivation-comprise _____.

Accepted Answer

A)  demographic characteristics 
B)  purchasing characteristics 
C)  behavioral characteristics 
D)  psychographic characteristics 
E)  physical characteristics

Question 20

Marketers of which of the following product categories would be most interested in the VALS "Achievers" grouping?

Accepted Answer

A)  supermarkets 
B)  discount stores 
C)  compact automobiles 
D)  high-end clothing manufacturers 
E)  American-made products

Exam 5: Segmentation, Targeting, and Positioning

An ad for Hanes brand of underwear says,"Wait 'til we get our Hanes on you!" The brand is positioned as being comfortable for the wearer,and the ad really stressed how comfortable the brand feels against your skin.This brand's positioning is best described as appealing to consumers' _____ needs.

A brand that is positioned in terms of the kind of people who use it is making use of ______.

Mauve is a diligent planner.Her hard work over the years has enabled her to maintain a good handle on her finances.She also feels that it is important to stay active.According to MindBase,her motto would be _____.

Leigh is a well educated 42 year old and earns a higher income than most people her age.She would most likely fit into the Generation X category known as _____.

According to the U.S.Census Bureau,people who are 55 and older are classified as _____.

Which is the largest minority group in the United States?

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.

Hispanic Americans represent the largest minority group in America.

_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.

Tweens are usually classified as children between the ages of 8 and 12.

U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.

PRIZM NE is a classification system that delineates every neighborhood in the United States into 66 clusters based on their demographic characteristics.

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to.He likes to help other people reach their full potential as well,and can always be counted on to give advice.According to MindBase,his motto would be _____.

Which group has the highest incomes and most prestigious jobs of any segment of American society?

Approximately half of Hispanic-Americans speak only or mostly Spanish at home.

The most prevalent form of brand-benefit positioning is appeals to ______ .

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.

In the VALS segmentation scheme,consumer segments are represented along the dimensions of primary motivations and resources.

Aspects of consumers' psychological makeup and lifestyles-including their attitudes,values,and motivation-comprise _____.

Marketers of which of the following product categories would be most interested in the VALS "Achievers" grouping?