- Description
MKT 435 Wk 2 – Practice: Topic 5 Quick Check
- What are the two VALS framework dimensions?
o Goals and Resources
o Motivation and Income
o Motivation and Resources
o Goals and Income
- Which VALS framework group is both high in motivation and resources? Check all that apply.
o Survivors
o Strivers
o Achievers
o Believers
o Thinkers
o Innovators
o Makers
o Experiencers
- Which brand would appeal to the strivers group?
o Microsoft
o Tesla
o Goldman & Sachs
o Gucci
- What marketing strategy would attract survivors?
o Website discount promotion
o Mobile app gift card
o Email coupon
o In-store discount day
- Consistency, stability, and individual differences are key indicators of what important element of consumer behavior?
o Consumers’ personality traits
o Brand optimization
o Consumers’ purchasing patterns
o Starting a business
- _____ is a way to model, summarize, and communicate research about people who have been observed or researched in some way.
o Customer persona
o Customer profile
o Cognitive style
o Audience segmentation
- Which persona type is the most empathetic?
o Goal-oriented
o Behavioral
o Ad hoc
o Engaging
- What would be a primary reason to create a negative persona?
o Customer does not follow the company on social media
o Customer shops infrequently
o Customer has high acquisition costs
o Customer won’t sign up for the email newsletter
- What is the key emotion in why we create customer personas?
o Connectedness
o Enjoyment
o Empathy
o Customer happiness
- What elements are included in a B2B persona? Check all that apply.
o Brands and influencers
o Goals
o Personality traits
o Bio
o Job title
o Challenges