#1. Which of the following is the most accurate generalization of members of Generation Y ?

1) Many people in this segment seem determined to have stable families after growing up as latchkey children.

2) Members of this generation are currently responsible for the majority of new start-up businesses in the United States.

3) Members of this generation were born in the years immediately following the end of World War 2

4) Members of this generation are willing to spend money to stay young, healthy, and attractive.

5) Members of this generation are more difficult to reach television advertising than members of older generations are.

#2. The division of buyers into groups based on lifestyle or personality characteristics is ____ segmentation.

1) Geographic

2) Psychographic

3) Usage

4) Positioning

5) Social class