Marketing 305 final CH 10

Members of which of the following age cohorts are part of today's gray market?

The War Baby Generation

Which of the following is generally true about Asian Americans?

The are one of the least brand-loyal of all American subcultures.

In the process of ____________, new immigrants adopt products, habits, and values they identify with the mainstream culture.

assimilation

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

autonomy versus belonging

Many societies, such as the US, have a tendency to expect women to pursue __________ goals and men to pursue ________ goals

communal; agentic

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords but still be connected to any media at any time. The lifestyle created by this approach is referred to as ________.

connexity

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called _____________

deethnicization

In a(n) ___________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word.

high-context

Japan is a very tightly knit culture with a rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________________ culture

high-context

Demographically, which of the following are the two most important characteristics of the hispanic american market?

it is a young group with families that tend to be large in size

The cultural learning acquired through _____________ leads immigrants to a process of adaption

translation

Through the process of __________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes.

warming

Researchers believe that the American gay. lesbian, bisexual, and transgendered market is about the same size as the _______ population in the United States.

Asian American

Which of the following distinguishes asian americans from other subcultures in the United States

Asian Americans are the best educated of any ethnic subculture in the United States

More than fifty percent of all Hispanic americans are concentrated in just six american metropolitan areas. Which of the following is NOT among them?

Colorado

Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?

Few ethnic subcultures today have powerful stereotypes the general public associates with them.

Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?

Jane is much more likely to be physically active than her mother was at the same age.

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly customer today?

Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.

With respect to the acculturation process, what is the relationship between maintenance and segregation?

New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.

What is a major difference between a Generation Y and a Generation X consumer?

Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following?

Religion can be effectively used by mainstream marketers.

The first thing D'Andrea was asked when she went to work for an advertising firm is how marketing promotions to African-Americans should differ from marketing promotions to Caucasians. What is the best advice D'Andrea could give her new employer?

The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real.

Which of the following statements about teenagers is most likely true?

The term teenager entered the general american vocabulary in the 1950's.

What statement best describes what Coffee Mate discovered about African-American coffee drinkers?

They tend to drink coffee with cream and sugar

Advertising to teens typically depicts _______________.

a group of "in" teens using the product

Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel about the ways of the U.S. culture. In doing so, the professor was acting as a(n) ________.

acculturation agent

People and institutions that teach the ways of a culture are called ________________

acculturation agents

Maria Gomez is thrilled to be in the United States. After spending her childhood years in Mexico, she is looking forward to the freedom given to teenage girls in the United States. "I can wear shorts, pantsuits, and even halter tops and no one will think badly of me," says Maria. Maria is in the process of ________.

adaptation

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

ads that talk down to her

A society that expects males to pursue __________ goals stresses male self-assertion and mastery

agentic

____________ refers to the possession of both masculine and feminine traits

androgyn

Which American ethnic subculture is most likely the fastest growing?

asian american

Which american subculture is most likely to hold technology jobs and purchase high-tech gadgets?

asian americans

If you were a person born between 1946 and 1964, you would be called a ________________

baby boomer

Shannon Reeves and Tish Phillips remember their experiences with student protests in the 1960s. Shannon remembers seeing Jimi Hendrix at Woodstock, and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________.

cohort

The cohort of consumers born between 1965 and 1985 has been labeled ___________, or "baby busters"

generation x

Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?

growth vs restriction

Approximately 60% of hispanic americans are of __________ descent.

mexican

Researchers measure _____________ on dimensions that include "feel age" and "look-age"

perceived age

Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model.

progressive learning

Immigrants who exhibit _________ live and shop in places physically separated from mainstream Anglo consumers.

segregation

The title of a popular book once proclaimed that Real Men Don't Eat Quiche. Products that take on masculine or feminine attributes are said to be ____________.

sex-typed

____________ are characteristics and behaviors that people stereotypically associate with one gender or the other

sex-typed traits

A ______ is that part of the self that our group membership defines

social identity

In Canada, product instructions and identifications are written in English and French. To reach the most customers, the same instructions in the United States should be written in English and ________.

spanish

A __________ is defined as a group whose members share beliefs and common experiences that set them apart from others

subculture

Which of the following best explains why marketers view teens as "consumers-in-training?

teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

the local community where the immigrant locates

The lack of marketing information about religion is most likely due to ______________.

the subject being taboo among researchers

Gen Yers are most comfortable in a _______________, communicating by texting and IMing

thumb culture