VALS is a values and segmentation tool created by Stanford Research Institute and is used in defining target markets and creating the marketing mix. Go online and take the VALS survey at http://www.strategicbusinessinsights.com/vals/presurvey.shtml and answer the following questions:
What is your primary VALS category? Go to your primary VALS category, read the description. Do you think that the VALS system describes you? Why or why not?
How might a marketing professional practically use the VALS segmentation clusters?
What is the main problem with a segmentation tools such as VALS or PRIZM?
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