Go to the Strategic Business Insights (SBI) website ( www.strategicbusinessinsights.com) and click through to the section on

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Go to the Strategic Business Insights (SBI) website ( www.strategicbusinessinsights.com) and click through to the section on VALSTM . Find the VALSTM survey and complete the questionnaire.

a. Are the results surprising? Why or why not? Do you see yourself as part of the identified VALSTM segment?

b. If you are comfortable doing so, share your results with a few other people in the class and ask if they mind sharing their results with you. What is the consensus among the group about whether the survey actually captured a relevant profile about yourself and your classmates?

c. How might each of these brands benefit from the use of VALSTM as a psychographic segmentation tool?

i. Chipotle

ii. Walt Disney World Theme Park

iii. Target Stores

iv. Samsung

v. Porsche

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Marketing Management

ISBN: 978-1259637155

3rd edition

Authors: Mark Johnston, Greg Marshall

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