978-1260100044 Test Bank Chapter 12 Part 3

77. Which of the following is a major PRIZM life stage group?

A. Urban

B. Town & Rural

C. Second City

D. Strivers

E. Family Life

78. Which PRIZM segment consists of consumers that are older, upper-class, successful, college-educated

professionals with no kids at home, and often among the leading citizens of their small-town communities?

A. Golden Ponds

B. Urban Achievers

C. Big Fish, Small Pond

D. Pools & Patios

E. Town & Rural

79. Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a

tiny apartment. Even though he doesn’t have a high income, he tries to live an active life attending sporting events,

and sometimes he brings a date with him. To which PRIZM group does Carl belong?

A. Young Digerati

B. Bohemian Mix

C. Young & Rustic

D. Big Fish, Small Pond

E. Minimalists

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of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Hard

Gradable: automatic

Learning Objective: 12-04 Explain general lifestyle typologies and summarize those for VALS™ and PRIZM®

Topic: Sample PRIZM Segments

80. Which of the following is a global lifestyle segment identified by Experian’s Mosaic Global system?

A. Low Income Experiencers

B. Young & Rustic

C. Young Digerati

D. Sophisticated Singles

E. Innovators

81. Which of the following is not a global lifestyle segment identified by Experian’s Mosaic Global system?

A. Sophisticated Singles

B. Routine Service Workers

C. Metropolitan Strugglers

D. Post Industrial Survivors

E. Comfortable Rustics

82. Which global lifestyle segment is relatively well informed about social trends but not quick to innovate?

A. Sophisticated Singles

B. Routine Service Workers

C. Metropolitan Strugglers

D. Post Industrial Survivors

E. Low Income Elders

83. Christina lives in Hong Kong, with her husband and young children. She has a nice career with a high-tech

company and commutes daily from her private estate outside the city center. She and her family love electronic

gadgets and are often the first to adopt any new consumer technology that comes into the market. To which global

lifestyle segment identified by Experian’s Mosaic Global system does Christina belong?

A. Bourgeois Prosperity

B. Routine Service Workers

C. Metropolitan Strugglers

D. Career and Family

E. Post Industrial Survivors

84. Self-concept is the totality of the individual’s thoughts and feelings having reference to himself or herself as an

object.

12-35

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 12-01 Describe self-concept, how it is measured, and how it is used to position products

Topic: Self-Concept

85. The independent self-concept emphasizes personal goals, characteristics, achievement, and desires.

86. The extended self consists of self plus others.

87. The tendency of an owner to evaluate an object more favorably than a nonowner is known as the mere

ownership effect.

88. Self-image congruity is likely to matter more when the situation involves public or conspicuous consumption.

89. Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.

90. The terms psychographics and lifestyles are frequently used interchangeably.

91. The technology segment labeled Wizards consists of consumers driven by desire for new technology as a means

for improving all aspects of life.

92. The technology segment of consumers labeled Apprentices are disconnected from emerging technology and

resistant to change.

93. In the VALS typology, individuals are classified according to their primary motivations, which are ideals

motivation, achievement motivation, or self-expression motivation.

94. The VALS segment known as Survivors are primarily concerned about safety and security.

95. The VALS segment known as Achievers are strongly traditional and respect rules and authority.

96. PRIZM organizes its 68 individual segments into broader social and life stage groups.

97. Young Digerati, Networked Neighbors, and Golden Ponds are examples of PRIZM segments.

98. Post Industrial Survivors are a global lifestyle segment whose members are slow to adopt innovative products

and take few vacations.

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of McGraw-Hill Education.

Learning Objective: 12-05 Discuss international lifestyles and one existing segmentation scheme

Topic: International Lifestyles

Essay Questions

99. Compare and contrast the independent self-concept and the interdependent self-concept.

100. In general, consumers prefer brands that match their self-concepts. However, the degree to which such “self-

image congruity” influences brand preference and choice depends on various factors. Explain these factors.

101. You are a marketing manager and want to measure the lifestyles of the various market segments served by your

company. Discuss typical variables you should include in your studies.

Explanation:

Psychographic or lifestyle studies typically include the following:

102. Discuss the two dimensions on which the VALS typology is based.

Explanation:

The two dimensions on which the VALS typology is based are primary motivation and resources. The VALS

system identifies three primary motivations:

103. You’ve just started working at a company, and your supervisor wants to use the PRIZM lifestyle segmentation

scheme but is a bit confused because there are so many segments (i.e., 68 individual segments). While it does seem

like a lot to understand, you are also aware that these segments are organized into broader social and life stage

groups. Explain these broader groups.

Explanation:

The broadest social groupings are based on “urbanization,” which is determined by population density, relates to

where people live, and is strongly related to the lifestyles people lead. The four major social groups are:

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Chapter 12 Test Bank Summary