10 May HOW CAN THIS TOOL BE USED BY COMPANIES TO BETTER SEGMENTTHEIR MARKET?
MKTG 610 – Marketing StrategiesVALS Survey Assignment and RubricVALs (Values and LifeStyles) Survey is a commonly used tools for marketers to segment theirmarket based on Psychographic characteristics. But how valid is the VALs categorizationschema? What is your VALs type? How can this tool be used by companies to better segmenttheir market?To find out your VALs typology start by reading the VALs handout containing the descriptions ofeach of the VALS Psychotypes. Then click on the link to take the survey:http://www.strategicbusinessinsights.com/vals/presurvey.shtml — Answer their questions and getyour VALs type. Take a screenshot of your VALS results and paste into your Word document(paper) then address the following questions in your paper:1) What was your primary and secondary psychotypes according to the survey?2) In your opinion were your VALS results consistent with your personality values attitudes andlifestyles?3) Describe how you either do or do not fit the categorization VALs gave you. Explain why youthink they either nailed you or missed you completely.4) How can the company you selected for the Week 1 Assignment (Situation Analysis) utilizethis information to better segment their market? Provide an example to illustrate your points.Grading RubricContent TotalPoints VALS Survey Screen Shot of Results: Demonstrating your primaryand secondary psychotypes. 10 Psychotype Results Discussion: Paper describes how the VALScategorization matches or does not match your personality values attitudes and lifestyle. 25 Company Example: Paper describes how a company can utilize thisinformation to better segment their market: an example is presented.Format: APA style is used to format the paper and cite allreferences. Paper should contain approximately 2 pagesdouble-spaced (not including title and reference pages). Paper doesnot contain spelling and grammatical errors.Total 30 10 75 TotalPointsEarned
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