chapter 13 test banks
An age ________ consists of people of similar ages who have undergone similar experiences. A) culture B) paradigm C) cohort D) model
c
Define a subculture. Answer:
A subculture is a group whose members share beliefs and common experiences that set them apart from others.
T/F: Christy, Jillian, and Robert were all born between 1965 and 1985; they are considered part of Generation X.
true
T/F: Alcoholics Anonymous and Weight Watchers follow the spiritual-therapeutic model.
true
T/F: The term "Asian" refers to 20 ethnic groups, the largest of which is Chinese.
true
T/F: A subculture is a group whose members share beliefs and common experiences that set them apart from others.
true
T/F: Asian Americans' median income is 28% higher than the U.S. average, and they are almost twice as likely to have graduated from college.
true
T/F: Couples who are better educated on average and choose not to have children are considered DINKS.
true
List and explain the four basic conflicts teens face. Answer: The four basic conflicts teens face are:
1. Autonomy versus belonging-teens need independence, so they try to break away from their families; however, they need to attach themselves to a support structure. 2. Rebellion versus conformity-teens need to rebel against social standards, yet they need to fit in and be accepted by others. 3. Idealism versus pragmatism-teens tend to view adults as hypocrites, whereas they see themselves as being sincere. 4. Narcissism versus intimacy-teens tend to obsess about their appearance and need; however, they also feel the desire to connect with others.
T/F: The Prizm System classifies every U.S. zip code into 1 of 66 categories, ranging from blue-blood estates to public assistance.
true
Explain the difference between a high-context culture and a low-context culture. Answer:
In a high-context culture, group members tend to be tightly knit and infer meanings beyond the spoken word. In contrast, people in a low-context culture are more literal.
T/F: Perceived age is how old a person feels.
true
Explain the term "Boomerang Kids." Answer:
Boomerang kids are living with their parents after graduating from college. The main reason for this is the shrinking job market. According the text, 40% of adults 25-29 now live with their parents.
Explain the concept of de-ethnicization. Give an example. Answer:
De-ethnicization refers to the process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures. Examples are bagels, burritos, and salsa (to name a few).
Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate. Answer:
In the early 1990s, Gen Xers were identified as a generation and described as "slackers" because of their supposed alienation and laziness. However, many advertisements that tried to appeal to the slacker image failed to generate interest among the Gen X cohort. More importantly, Gen Xers today are adults who are responsible for many culture-changing products and companies, including Google, YouTube, and Amazon.
Explain the difference between kosher food (Jewish) and Halal food (Muslim). Answer:
Kosher and Halal food forbid pork, both require similar rituals for butchering meat. Religious Jews do not mix milk and meat, nor do they eat shellfish, whereas religious Muslims don't drink alcohol.
Explain the term "Sandwich Generation." Answer:
Many adults care for their parents as well as their children. These adults are part of the sandwich generation because they support both the generation above them and the one below them. According to the text, the average American spends 17 years caring for children and 18 years assisting aged parents.
Explain why the Islamic market should be important to U.S. marketers. Answer:
Muslims will make up more than one-quarter of the earth's population by the year 2030, and during that same period analysts expect the number of U.S. Muslims to more than double.
Briefly explain how teens have been found to use ridicule to exchange information about consumption norms and values. Answer:
One researcher found that beginning in middle school, teens use ridicule to ostracize, haze, or admonish peers who violate consumption norms. One result of this process is that kids internalize their peers' stereotypes about aspirational and avoidance groups. They often significantly alter their consumption patterns to try to align themselves with the aspirational groups and distance themselves from the avoidance groups.
Several processes and outcomes come into play as immigrants adapt to their new surroundings. List these processes and outcomes and create an example that demonstrates the linkage between them. Answer:
The seven processes and outcomes are movement, translation, adaptation, assimilation, maintenance, resistance, and segregation. Students should construct an illustration of an immigrant (any nationality will do) that shows how the person moves through the seven processes. For example: a) the immigrant is motivated to move; b) once movement occurs, the immigrant must go through translation of language and culture in her new location; c) as learning occurs, the immigrant begins to adapt to the new culture and environment; d) during the acculturation process, the immigrant undergoes assimilation where cultures merge; e) however, most immigrants still wish to maintain their home culture and this culture is often taught to children; f) resistance to the adopted culture can have consequences; and g) many immigrants today still seem to segregate from the adopted population.
An age cohort that describes kids who were born in 2003 and later is ________. A) Generation Z B) Eco Boomers C) Generation Y D) Generation X
a
Gen Y'ers are totally at home in a ________ that communicates online and by cell phone (more likely via text and IM than by voice). A) thumb culture B) the tween market C) the gray market D) microculture
a
In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture. A) assimilation B) maintenance C) segregation D) resistance
a
Items such as Swiffer, Keurig, and Dove target ________. A) Baby Boomers B) Gen Z C) Gen Y D) Gen X
a
Japan is a very tightly knit culture with 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. A) high-context B) low-context C) progressive D) paradigm
a
Jim Smith, Don Carson, and Jeff Sweeney are all 54 years old, so they can be sorted into ________. A) an age cohort B) subculture C) Gen Z D) nuclear family
a
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? A) autonomy vs. belonging B) rebellion vs. conformity C) idealism vs. pragmatism D) narcissism vs. intimacy
a
Which of the "Big Three" American subcultures makes up 13 percent of the population? A) African American B) Hispanic American C) Asian American D) Arab American
a
________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word. A) High-context culture B) Low-context culture C) Mid-context culture D) Host culture
a
________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information. A) Geodemography B) Senior market C) Consumer identity renaissance D) Perceived age
a
A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others. A) network B) subculture C) micro culture D) cohort
b
A church that serves 2,000 or more congregants per week is called a ________. A) mass church B) megachurch C) large church D) mainstream church
b
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 many things about the American culture. In doing so, the professor was acting as a(n) ________. A) cohort B) acculturation agent C) guidance agent D) ethnographer
b
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 ________. A) maintenance B) adaptation C) resistance D) segregation
b
Older adults that control more than 50% of discretionary income are considered the ________ market. A) boomer B) senior C) millennial D) echo boomer
b
Shannon Reeves and Tish Phillips remember their days as student protesters in the 1960s. Shannon remembers seeing Jim 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 ________. A) paradigm B) renaissance C) cohort D) perception
c
The first thing D'Andrea was asked when she went to work for an advertising firm is how to promote to African Americans. After careful consideration, which of the following is the best advice D'Andrea could give her new employers? A) Separate advertisements to this ethnic subculture are never done and should not be considered. B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups. C) African American children tend to gravitate toward toys and characters that look like them. D) All promotions to African Americans have to take into account the market's income, which has been declining drastically over the last two decades.
c
The process of movement and adaptation to one country's cultural environment by a person from another country is called ________. A) immigration B) de-ethnicization C) acculturation D) progressive learning
c
A component of a person's subculture is ________. A) age B) race C) ethnic background D) all of the above
d
An extended family unit is characterized by ________ living together. A) one parent and at least one child B) two parents and at least one child C) two generations of a family D) three generations of a family
d
Gen Y individuals are also included as ________. A) Echo boomers B) Millennials C) Generation X D) Both A and B
d
Members of which of the following age cohorts are part of today's senior market? A) Generation Z B) Generation Y C) Generation X D) The War Baby Generation
d
Most religion-oriented marketing activity in America can be traced to the ________ community. A) Jewish B) Baby Boomer C) Muslim D) born-again Christian
d
T/F: A mother, a father, and one or more children are considered an extended family.
false
T/F: Acculturation agents may come from the culture of immigration, but not from the culture of origin.
false
T/F: Age cohorts share similar problems because they are more genetically similar than are people from other types of cohorts.
false
T/F: Americans between the ages of 35 and 64 are the focus of almost 50 percent of all advertising expenditures.
false
T/F: An age cohort consists of people of different ages who have similar experiences.
false
T/F: Asian Americans as a whole tend to be an easy target to communicate with because of their cultural similarity to one another.
false
T/F: Asian Americans, though much smaller in absolute numbers, are the fastest-growing racial group.
false
T/F: Bill jokes that a nuclear family is one that is about ready to explode because having your grandmother living with you can cause a lot of disruptions. Although Bill's humor is questionable, his labeling of a family living with a grandparent as a nuclear family is correct.
false
T/F: Low-context culture group members tend to be tightly knit, and they infer meanings that go beyond the spoken word.
false
________ foods are permissible under the laws of Islam. A) Kosher B) Organic C) Halal D) Tudung
c
List and explain the seven age cohorts. Answer: The seven age cohorts are:
1. The Interbellum Generation-people born at the beginning of the 20th century. 2. The Silent Generation-people born between the world wars. 3. The War Baby Generation-people born during World War II. 4. The Baby Boom Generation-people born between 1946 and 1964. 5. Generation X-People born between 1965 and 1985. 6. Generation Y-People born between 1986 and 2002. 7. Generation Z-People born after 2003.
Subcultures are defined in such a way that a person may belong to many subcultures at the same time. What in the definition allows any given person to belong to multiple groups, and what subcultures would apply to almost everyone? Answer:
A subculture is defined by shared beliefs and common experiences. Any variable that separates people into groups with common experiences and beliefs is by definition a precursor of a subculture. A person, for example, may have parents from Italy, have attended Penn State, and live in New York City. Each of these variables would identity a group of people with shared experiences and beliefs. There are some subcultures that apply almost universally. Each person has an age subculture that is typical of his or her age cohort. Each person has a primary language that places him or her in a cultural context, and each person has a certain ethnic or racial background. Most people who share the same general also share beliefs and common experiences.
What are age cohorts? Briefly explain how marketers use age cohorts to segment markets. Answer:
An age cohort consists of people of similar ages who have undergone similar experiences. They share many common memories about cultural heroes and important historical events. Although there is no universally accepted way to divide people into age cohorts, each of us seems to have a pretty good idea of what we mean when we refer to "my generation." Marketers often target products and services to one or more specific age cohorts. The cohorts spend differing amounts on products. There is plenty of potential attached to all age groups. Marketers recognize that the same offering will not appeal to people of different ages, nor will the language and images used to reach them. In some cases, separate campaigns are developed to attract consumers of different ages.
People born between 1946 and 1964 belong to ________. A) Generation Y B) the Baby Boomer Generation C) Generation X D) the Interbellum Generation
B
Describe the Baby Boomer market and the impact it has had on marketing efforts. Answer:
Baby boomers are those who were born between the years of 1946 and 1964, and there are a lot of them! Not only did the "Woodstock Generation" create a revolution in style, politics, and consumer attitudes during the 1960s and 1970s, but they also continue to influence popular culture and consumption patterns now that they are older. Reasons for special attention from marketers: -Economic power-this is an enormous segment of the population. They are also among the most affluent of consumers, making more money than average. Now in their 50s to 70s, they are now at the point of greatest income in their careers. -Impact on the marketplace-in addition to wealth, this consumer group shows an upscale demand for housing, cars, entertainment, food, apparel and retirement programs, thus making them the focus of energetic marketing efforts. Consumers who are 35 to 44 spend the most on housing, cars, and entertainment. In addition, consumers aged 45-54 spend the most of any age category on food, apparel, and retirement programs.
Who are "born-again Christians," and why are marketers interested in this group? Answer:
Born-again Christians are defined as people who believe in a literal interpretation of the Bible and who acknowledge being "born again" through their faith or relationship with Jesus Christ. They are one of the fastest growing religious subcultures in the United States, with about 72 million out of 235 million (31 percent) of American Christians defining themselves as "born-again." This subculture has become a major market. Megachurches have incomes of $1.85 billion. There is a growing merchandising movement among "born agains" with an increasing popularity of Christian music, books (Christian bookstores sold more than $2 billion worth of products), clothing, and other symbolic products.
Who are "tweens"? Why do marketers want to appeal to this group of consumers? Answer:
Marketers refer to kids aged 8 to 14 as tweens because they are "between" childhood and adolescence, and they exhibit characteristics of both age groups. Many marketers want to appeal to these consumers; they spend about $43 billion annually! Tweens are keen to experiment with products that make them appear older, even though they may not be psychologically or physically ready. They are also the first demographic that takes the online world completely for granted. After all, the Internet has always been there for them. Teens are one of the most important demographics for marketers. Their brand preferences are still developing, and they exert a strong influence on their parents' spending and they have access to the Internet through mobile devices, companies are targeting them where they hang out: in apps, in games, and on websites that stream music and video and offer other downloadable content.
A nuclear family consists of ________. A) a mother and at least one child B) a mother, a father, and at least one child C) two generations of a family D) three generations of a family
b
Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today? A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence. B) 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. C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them. D) Most have refused government support and are going through a hermitization process. They don't trust anyone under 60.
b
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 Japanese women. 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. A) life course paradigm B) progressive learning C) warming D) consumer renaissance
b
The actual number of years a person has been alive is their ________ age. A) perceived B) chronological C) confirmed D) cohort
b
The cultural learning acquired through ________ leads immigrants to a process of adaptation. A) maintenance B) translation C) resistance D) segregation
b
The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the musical The Book of Mormon are evidence of which of the following? A) Megachurches provide marketing opportunities for niche marketers. B) Religious themes can be effectively used by mainstream marketers. C) Born again Christians are the primary religious market in the U.S. D) Church leaders impact the consumption practices of their followers.
b
The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________. A) warming B) deethnicization C) acculturation D) deculturization
b
Which statement about Asian Americans is true? A) Asian Americans constitute the largest subculture in the United States. B) One unifying factor that helps to describe the Asian American subculture is an emphasis on family. C) Asian Americans have a common language that acts as a unifying cultural agent. D) Asian American households are larger than most other ethnic households in America.
b
With respect to the acculturation process, what is the relationship between maintenance and segregation? A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subculture values of new immigrants and physically segregating members of new subcultures into separate groups. B) New immigrants often attempt to maintain their old cultural backgrounds by segregating themselves, living and shopping in physically separated areas from the main culture. C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants. D) The relationship is subtle. There is constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.
b
________ are 8- to 14-year-old children. A) Gen Y B) Tweens C) Millennials D) Echo Boomers
b
Advertising to teens typically depicts ________. A) respected adults recommending the product B) qualified experts explaining product benefits to teens C) "in" teens using the product D) family members of two or three generations using the product together
c
Immigrants to the United States who exhibit ________ tend to live and shop in places separated from mainstream Anglo consumers. A) warming B) adaptation C) segregation D) movement
c
What is the most powerful age segment economically in the United States? A) Generation X B) Generation Y C) The Baby Boomer Generation D) The Silent Generation
c
Which American ethnic subculture is the fastest-growing racial group? A) Hispanic American B) African American C) Asian American D) American Indian
c
Which generation consists of people whose parents established families following the end of World War II and during the 1950s when the peacetime economy was strong and stable? A) Generation X B) Generation Y C) The Baby Boomer Generation D) The Silent Generation
c
Which of the following statements about teenagers is true? A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults. B) Most primitive cultures have isolated youth between the ages of 13 to 17 as being unstable and incapable of membership in adult life. C) The label teenager entered the general U.S. vocabulary when Frankie Lymon and the Teenagers became the first pop group to identify themselves with this new subculture. D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.
c
________ refers to the factors that motivate people to physically uproot themselves from one location to another. A) Assimilation B) Adaptation C) Movement D) Translation
c
Nearly 60% of the Hispanic American population are of ________ descent. A) Cuban B) Dominican C) South American D) Mexican
d
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 have media available at any time. The lifestyle created by this approach is referred to as ________. A) identity renaissance B) cosplay C) distinct-styling D) connexity
d
People and institutions that teach the ways of a culture are called ________. A) progressive learning models B) ethnography facilitators C) host cultures D) acculturation agents
d
The ________ Generation includes people who were born between the two world wars. A) Interbellum B) War Baby C) Baby Boomer D) Silent
d
The lack of marketing information about religion is primarily due to ________. A) the small number of people who are influenced in the marketplace by religious issues B) the dollar value of the Christian market being very low C) traditional bigotry toward religion D) religion being somewhat of a taboo subject among researchers
d
Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes. A) assimilation B) maintenance C) resistance D) warming
d
Which of the following best explains why marketers view teens as "consumers-in-training"? A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. B) Marketers typically do not begin targeting consumers until they are teenagers. C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.
d
Which of the following is NOT one of the basic conflicts common to all teens? A) autonomy vs. belonging B) rebellion vs. conformity C) narcissism vs. conformity D) idealism vs. activism
d
T/F: People born between World War I and World War II belong to the Baby Boomer Generation.
false
T/F: Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are experiencing autonomy versus belonging conflict.
false
T/F: The "Big Three" American ethnic subcultures are African Americans, Hispanic Americans, and Jewish Americans.
false
T/F: Culture of origin is considered one of the acculturation agents mentioned in the text.
true
T/F: Gen Yers tend to hold relatively traditional values and prefer to fit in rather than rebel.
true
T/F: Gen Z is the most diverse generation in American history.
true
T/F: Green bagels and green beer on St. Patrick's Day are both examples of de-ethnicization.
true
T/F: Mainstream marketers used to avoid religion topics; now they actively target church members.
true
T/F: Members of Generation X have been termed "slackers" and "baby busters."
true
T/F: People born between World War I and World War II belong to the Silent Generation.
true
T/F: People born during World War II would belong to the War Baby Generation.
true
