While Most Marketing to Generation Y Tries So Hard to Be

question 148

Multiple Choice

While most marketing to Generation Y tries so hard to be hip that it borders on parody,Vans has kept the decades-old brand real and vital for Gen Yers.Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks,which operate in malls around the country;the wildly successful Vans Warped Tour for alternative music;and the Vans Triple Crown,the brand's answer to the X Games.The segmentation plan used by Vans relies heavily on _____ segmentation.

• A) ethnicity
• B) income
• C) age
• D) gender
• E) occupation

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Definitions:

Short-Term versus Long-Term

This refers to the comparison between actions, strategies, or investments focusing on immediate outcomes and those planned for or affecting the future over an extended period.

Pragmatic Expectations

Refers to realistic and practical anticipations based on current knowledge and circumstances.

Realism

A philosophical approach or artistic movement emphasizing the accurate, detailed, unembellished depiction of nature or contemporary life.

Congruence

The degree to which things agree, match, or are in harmony with each other.