Chapter 14 15

QN= 13 Marketing researchers know that if they are to be successful with teenagers, they must understand what teenagers believe to be "cool." a. True b. False

A

QN=10 Which of the following best describes a norm? a. A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated. b. Norms are the laws of a culture. They are behaviors that are so important that they are written into law. c. Norms are so "normal" to a group that even small children can describe them in detail to outsiders. d. Norms are the universal behaviors that set us apart as humans irrespective of the culture in which a person happens to live. Norms allows people to understand at least parts of other cultures.

A

QN=12 An age cohort consists of people who are of a similar age and have undergone similar experiences. a. True b. False

A

QN=16 For teens, buying products such as nipple rings and purple hair dye expresses the rebellion versus conformity conflict common to all teens. a. True b. False

A

QN=2 The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________. a. culture b. social class c. the family life cycle d. a reference group

A

QN=3 Which of the following is true about the phenomenon of nostalgia? a. Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic. b. Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events. c. Most adults are about equal in the amount of nostalgia that they feel. d. Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it.

A

QN=6 Cultures differ in terms of how influence is distributed and how people react to others who have more or less influence. This dimension of culture is called ________. a. power distance b. uncertainty avoidance c. masculinity/femininity d. individualism

A

QN=9 Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________. a. ritual b. symbolic exchange c. convention d. rite of passage

A

QN= 11 A subculture is a group whose members share beliefs and common experiences that set them apart from others. Which of the following is the best reason supporting the validity of age being considered as a subculture? a. People of a certain age share the same genetic traits. b. People of the same age have common memories about cultural heroes and historical events. c. Age is a subculture because of the definitions adopted by the U.S. Census Bureau. d. Age has been traditionally thought of as a subculture and consumer behaviorists have seen no reason to modify that long-standing belief.

B

QN= 14 Age cohorts share similar problems because they are more genetically similar than are people from different cohorts. a. True b. False

B

QN= 15 Because different symbols are needed to evoke nostalgia in people of different age cohorts, multigenerational marketing strategies are rarely effective. a. True b. False

B

QN=10 The elderly market is well suited for segmentation. The primary reason for this is that these consumers ________. a. are affluent b. are easy to identify by age and stage in the family life cycle c. watch a great amount of television d. will answer almost any question posed to them

B

QN=2 . One of the basic ways to separate age cohorts is to focus on the fact that they ________. a. discriminate against those outside their cohort b. share many common memories about cultural heroes or events c. share common views about sex and morals d. do not share many values

B

QN=6 Which of the following is NOT one of the rules for successfully engaging young consumers? a. Don't talk down. b. Use logic over emotion. c. Don't try to be what you're not stay true to your brand image. d. Show that you know what they're going through, but keep it light.

B

QN=7 Victoria's Secret recruited college students to act as role models and brand ambassadors, giving away free-gift flyers and invitations to special screenings, in a marketing campaign aimed at ________. a. youth tribes b. tweens c. baby busters d. baby boomers

B

QN=9 Researchers measure ________ on dimensions that include "feel-age" and "look-age." a. chronological age b. perceived age c. age cohort d. social age

B

QN=1 An age ________ consists of people of similar ages who have undergone similar experiences. a. sect b. file c. cohort d. conjoint

C

QN=1 Culture is best described as society's ________. a. attitude b. consciousness c. personality d. feelings

C

QN=4 Which functional area of culture is most closely related to the idea of a common worldview? a. ecology b. social structure c. ideology d. socio-psychology

C

QN=4 Which of the following best describes the concept of a teenager? 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 13-to-17 as being unstable and incapable of membership in adult life. c. The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago. 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

QN=5 Advertising to teens typically depicts ________. a. respected adults recommending the product b. qualified experts explaining the benefit of the product c. "in" teens using the product d. family members of two or three generations using the product together

C

QN=5 Although every culture is different, several dimensions appear to account for much of the variability among different cultures. Which of the following is NOT among those dimensions? a. power distance b. uncertainty avoidance c. general psychology d. masculinity/femininity

C

QN=7 A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. a. legend b. ritual c. myth d. folklore tale

C

QN=8 Which of the following statements best describes a myth? a. A myth is a fiction that large numbers of people in a culture believe to be true. b. A myth is a story that people enjoy because it separates those in the know from those who are not culturally aware. c. A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false,but it conveys some cultural truth. d. A myth is an old story that has existed for so long that everyone in a culture can relate to it through shared memories.

C

QN=3 All of the following are listed by the text as functional areas of a cultural system EXCEPT for ________. a. ecology b. social structure c. ideology d. socio-psychology

D

QN=8 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