mkg 310 chapter 2 review questions

lakeisha

creative class

example of cause-related marketing (CRM)?

C. A company donates $1 to Diabetes research for every purchase of its product by consumers.

21. _____ is consumers' efforts to reduce their reliance on consumption and material possessions.

C. Voluntary simplicity

4. Which of the following is true regarding changes in American cultural values?

D. There is substantial variance in values across individuals and groups.

8. When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification?

D. after the end of World War II

65. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?

D. must have internal policies that do not discriminate against gay employees

64. The gay market has been estimated to comprise _____ of the adult U.S. population.

7

The voluntary simplicity movement in America represents a shift in which value?

D. material/nonmaterial

13is NOT an other-oriented value?

D. tradition/change

Consumers higher in individualism are more likely to _____ when faced with poor service performance.

a, b, and c

12. Which of the following is NOT an environment-oriented value?

all the above

What percentage of American adults exercise regularly?

less than 50 p

self-oriented value

material/nonmaterial

maria

socially concerned

heather

the green mainstream

erica

voluntary simplicity

. A shift away from a competition oriented society would most likely affect _____.

all of the above

81. Since women are quite diverse as a group, what other factors must marketers also consider when designing marketing communications?

all of the above

The "Green Guides" provide

all of the above

carl

attribution-oriented

43. Marketers have responded to Americans' increasing concern for the environment

green marketing

18 to 40 are most likely to admit that they are spending beyond their comfort range?

A. the shift toward immediate gratification

karen

balancer

a segment used to describe consumers with respect to their environmental activism?

B. New Green Mainstream

is true regarding Americans' other-oriented values?

B. Since World War II, Americans have increasingly valued diversity.

mitch

health and environment factors

defining characteristics of American society?

individualism

laurie

individualism

john

skeptic

. Green marketing methods that are profitable for the farmer

sustainable

A woman that is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as _____.

traditional

catherine

traditional

5. Which of the following provides an accurate description of the organic food market?

usda standards so enhance trust

2. The percentage of U.S. women who watch sports on TV every week is _____.

50

1. The WML, WMA, and WNBA have _____.

B. been a response to the changing role of women in American society

19. A shift back to an emphasis on postponed gratification in American would most likely _____.

B. decrease the use of credit

18. A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.

B. the types of advertising themes used

FALSE regarding the religious/secular value in American society?

C. America is basically a religious society.

80. Which of the following is a reason why women are an important target market?

More women work more hours outside the home today than at any time in our history.

. _____ are based on performance criteria over which the individual has some degree of control.

achievement roles

14. is a current American value?

active

16. is an emerging American value?

admiring nature

leigh

advertising

mickey

affluent healers

. Which of the following is NOT generally involved in green marketing?

all of the above

15. a traditional American value?

all of the above

63. Gay consumers, like heterosexuals, vary in terms of _____.

all of the above

78. Which of the following is a segment of female consumers?

all of the above

individualism affects?

all of the above

72. A(n) _____ is based on an attribute over which the individual has little or no control

ascribed role

FALSE regarding Americans' environment-oriented values?

b. Americans traditionally have not been very receptive to change.

41. The value that Americans place on youth has _____.

b. shown a slow reversal toward more value being placed on age in recent years

50. Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

cause marketing and personal marketing...... a and b

. Target stores give

cause-related marketing

52. Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

cause-related marketing

NOT a segment used to describe consumers with respect to their environmental activism?

concerned

66. Which index is published by the Human Rights Campaign Foundation

corporate equality index (CEI)

3. ____ are widely held beliefs that affirm what is desirable.

cultural norms

55. Which of the following is a challenge facing marketers who implement cause-related marketing programs?

d. consumer skepticism and apathy

According to the authors, American culture increasingly values _____.

diversity

impact americans emphasis on security

e. a, b, and c

67. Which is a product or service that often needs modification when targeting gay consumers?

financial services

68. used to refer to whether a person is biologically a male or female?

gender

69. _____ refers to the traits of femininity and masculinity.

gender identity

70. The behaviors considered appropriate for males and females in a given society are known as _____.

gender roles

While women are vital members of the workforce in the U.S., they are still

gender roles

As green claims increased in number and scope,

green guides

health valley

green marketing

6. Which of the following has NOT been found to be a top motive for organic purchases?

lower cost

20. Which is NOT a reason why Americans work long hours?

minimum wage

76. A woman that is married where both she and her husband work and share homemaking and child care responsibilities is classified as _____ with respect to gender orientation.

modern

rayna

modern

56. Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

skeptic

51. _____ is done to enhance the welfare of individuals or society without direct benefit to a firm.

social marketing

60. Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

socially concerned

49. Several coffee manufacturers are informing consumers of their fair trade

sustainability movement

professions as architecture, science....

the creative class

62. What has been found to improve the results of cause-related marketing programs?

the fit between the company and the cause

environmental activists are concerned about the environment but alter their actions and purchases only when it is convenient?

the green mainstream

gertrude

the naturals

lisa

trapped working woman