MKT 435 Wk 2 - Practice: Topic 5 Quick Check

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MKT 435 Wk 2 - Practice: Topic 5 Quick Check

1. What are the two VALS framework dimensions?

• Goals and Resources
• Motivation and Income
• Motivation and Resources
• Goals and Income

2. Which VALS framework group is both high in motivation and resources? Check all that apply.

• Survivors
• Strivers
• Achievers
• Believers
• Thinkers
• Innovators
• Makers
• Experiencers

3. Which brand would appeal to the strivers group?

• Microsoft
• Tesla
• Goldman & Sachs
• Gucci

4. What marketing strategy would attract survivors?

• Website discount promotion
• Mobile app gift card
• Email coupon
• In-store discount day

5. Consistency, stability, and individual differences are key indicators of what important element of consumer behavior?

• Consumers’ personality traits
• Brand optimization
• Consumers’ purchasing patterns
• Starting a business

6. _____ is a way to model, summarize, and communicate research about people who have been observed or researched in some way.

• Customer persona
• Customer profile
• Cognitive style
• Audience segmentation

7. Which persona type is the most empathetic?

• Goal-oriented
• Behavioral
• Ad hoc
• Engaging

8. What would be a primary reason to create a negative persona?

• Customer does not follow the company on social media
• Customer shops infrequently
• Customer has high acquisition costs
• Customer won’t sign up for the email newsletter

9. What is the key emotion in why we create customer personas?

• Connectedness
• Enjoyment
• Empathy
• Customer happiness

1. What elements are included in a B2B persona? Check all that apply.

• Brands and influencers
• Goals
• Personality traits
• Bio
• Job title
• Challenges