Chapter 5:

5) What is segment effectiveness? List and explain several of the criteria one can use to determine segment effectiveness. Explain the VALS classification model. Name and describe two categories of consumers from this model, the best way to promote to each category youve chosen, and the types of products and services that would most likely be purchased by members in each of those categories. Name and briefly describe the four sets of consumer characteristics described in this chapter that singularly or in combination influence what people consume and how they respond to marketing communications.