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Question 1.

The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."

• true

• false

Question 2.

The VALS segmentation system has evolved into an eight-part typology. List and briefly describe any four categories of that eight-part typology.
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Marketing Management
Edition: 13th
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Answer 1

true

Answer 2

The eight parts of the VALS segmentation system include the following: (1) innovators, (2) thinkers, (3) achievers, (4) experiencers, (5) believers, (6) strivers, (7) makers, and (8) survivors. Students may choose any four of the eight for their discussion unless otherwise directed. See the chapter section for characterization and discussion of each of the eight categories.
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