KIIT University 2008 M.B.A Marketing Management keting - Question Paper

a. innovators
b. thinkers
c. achievers
d. experiencers
e. believers

20. Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best defined as a(n) ________.
a. thinker
b. achiever
c. experiencer
d. striver
e. survivor

21. According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands.
a. believers
b. strivers
c. makers
d. survivors
e. experiencers

22. A housewife requests a new treadmill for her birthday. With respect to consumer decision roles, which role is the housewife currently playing?
a. Initiator
b. Influencer
c. Decider
d. Buyer
e. Gatekeeper

23. The sale of turkeys in the United States is highest in mid- to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ________.
a. benefits
b. user status
c. psychographics
d. demographics
e. occasion

24. With respect to occasion segmentation, Christmas, Valentine’s Day, and ________ account for just over half of gifters’ budgets.
a. Halloween
b. Father’s Day
c. Mother’s Day
d. Thanksgiving
e. Independence Day

25. Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.
a. usage rate
b. buyer-readiness stage
c. loyalty status
d. user status
e. benefits

26. If a buyer is loyal to 2 or 3 various brands of soap, this buyer’s loyalty status can be defined as being among the ________.
a. switchers
b. shifting loyals
c. split loyals
d. hard-core loyals
e. antiloyals
27. Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete’s loyalty status is best defined as ________.
a. split loyal
b. shifting loyal
c. consistent loyal
d. hard-core loyal
e. switcher

28. A company can learn a great deal by analyzing the degrees of brand loyalty. For example, by studying the ________ the company can pinpoint which brands are most competitive with its own.
a. hard-core loyals
b. split loyals
c. shifting loyals
d. switchers
e. antiloyals

Earning:   Approval pending.