Psychographic segmentation

VALS psychographic segmentation can be a valuable tool for marketers as they prepare their marketing materials. Access VALS through the Strategic Business Insights (SBI) website at and examine the characteristics of each of the groups. Then take the test to determine which group you belong to. How can VALS help marketers develop advertising messages?

Brand names, marketing ideas, and advertising campaigns designed for one country do not always translate correctly in another. It is often necessary to make changes or to adapt. This approach is sometimes referred to as going “glocal.” Research the following examples. What types of marketing messages have been changed? Are the brand names, ideas, and campaigns identical? What clear differences exist?

a. Coca-Cola in Japan

b. McDonald’s in Uruguay

c. Procter & Gamble in Nigeria


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