Marketing Strategies

Marketing Strategies

VALS Survey Assignment and Rubric
VALs (Values and LifeStyles) Survey is a commonly used tools for marketers to segment their
market based on Psychographic characteristics. But how valid is the VALs categorization
schema? What is your VALs type? How can this tool be used by companies to better segment
their market?

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 and
lifestyles?
3) Describe how you either do or do not fit the categorization VALs gave you. Explain why you
think they either nailed you or missed you completely.
4) How can the company you selected for the Week 1 Assignment (Situation Analysis) utilize
this information to better segment their market? Provide an example to illustrate your points.
Grading Rubric
Content Total
Points
Total
Points
Earned
VALS Survey Screen Shot of Results: Demonstrating your primary
and secondary psychotypes.
10

Psychotype Results Discussion: Paper describes how the VALS
categorization matches or does not match your personality, values,
attitudes and lifestyle. 25
Company Example: Paper describes how a company can utilize this
references. Paper should contain approximately 2 pages
double-spaced (not including title and reference pages). Paper does
not contain spelling and grammatical errors.
10
Total
75

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