Chapter 1-5

Ethnic groups are the sole basis for subcultures in the United States. A) True B) False

False Ethnic groups are the most commonly described subcultures, but religions and geographic regions are also the bases for strong subcultures in the United States.

Americans began to place a decreased emphasis on leisure, immediate gratification, and sensual gratification after the end of World War II. A) True B) False

False Americans began to place an increased emphasis on leisure, immediate gratification, and sensual gratification after the end of World War II.

Asian-Indian Americans tend to share the family decision-making duties and responsibilities between the wife and husband. A) True B) False

False Asian-Indian husbands tend to have a dominant role in family decisions.

Cause-related and personal marketing both refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity. A) True B) False

False Cause-related and social marketing both refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology or an activity.

Traditionally, China has tended to value individualism over collectivism. A) True B) False

False China values collectivism, which is cooperation and conformity to a group.

The most relevant factor influencing the growth of a global culture is travel. A) True B) False

False The largest single influence is worldwide mass media, including most recently the Internet.

The cost of a specialty market basket of products bought in a given country relates to the purchasing power parity (PPP) concept. A) True B) False

False The purchasing power parity (PPP) concept is based on the cost of a standard market basket of products bought in each country.

True or False: Marketing strategy ends with conducting a market analysis

False It starts with it.

Product and service offerings that target the GLBT community almost never require modification. A) True B) False

False Product modification opportunities are sometimes possible and beneficial.

The teenage segment is challenging to marketers because of their limited spending ability. A) True B) False

False Teens and tweens account for an estimated $200 billion in purchase power.

The nouveaux riches are most commonly associated with the upper-upper class. A) True B) False

False The nouveaux riches are most commonly associated with the lower-upper class.

The approximate population of the U.S. today is 249 million. A) True B) False

False The population of the U.S. is approximately 316 million.

The Connected Black Teens segment identified by Yankelovich is young, tech savvy, brand conscious, and not as focused on only interacting with those of the same ethnicity. A) True B) False

True

Which of the following is NOT an approach to green marketing? A) utilizing only local components in products B) producing products in a manner less harmful to the environment C) developing products that have a positive impact on the environment D) producing products whose use is less harmful to the environment E) all of the above are approaches to green marketing

utilizing only local components in products Utilizing only local components in products is not an approach to green marketing.

Cultural values are A) unique response patterns associated with geographic regions. B) a set of sanctions associated with societal rules. C) precise guidelines to appropriate behaviors. D) widely held beliefs that affirm what is desirable. E) none of the above.

widely held beliefs that affirm what is desirable. It is necessary to understand the underlying value shifts to understand current and future consumer behavior.

The newest generation born after 1994 is known as the Tweens. A) True B) False

False Generation Z is the newest generation born after 1994.

Cohort analysis involves describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors. A) True B) False

True

Terminal materialism refers to the acquisition of items for the sake of owning the item itself. A) True B) False

True Terminal materialism refers to the acquisition of an item for the sake of owning the item itself.

The "Skeptical Individuals" environmental activist segment is highly dismissive of environmental concerns, and doesn't believe global warming exists. A) True B) False

False "Skeptical Individuals" believe in environmental issues like global warming and carbon emission concerns, but are skeptical of corporate green efforts.

Twenty-five percent of U.S. men are the primary grocery shopper for their home. A) True B) False

False A recent Yahoo study finds that 51 percent of adult men in the U.S. report being the primary grocer shopper for their home.

Generation X is also referred to as the echo boomers. A) True B) False

False Generation Y is also referred to as the echo boom generation.

Mexican Americans tend to live in California, New York, and Florida. A) True B) False

False Mexican Americans tend to live in the Southwest and California.

Gender is the most widely applied single cue we use to initially evaluate and define individuals we meet. A) True B) False

False One's occupation provides status, education, and income information.

Psychographics describe a population in terms of its size, structure, and distribution. A) True B) False

False Demographics describe a population in terms of its size, structure, and distribution.

A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as social norms. A) True B) False

False A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior.

Appeal marketing involves creating or sponsoring an event that has a particular appeal to a market segment. A) True B) False

False Event marketing involves creating or sponsoring an event that has a particular appeal to a market segment.

Which of the following is not included in marketing communications? -Price -Advertising -Public relations -Packaging -All are included

Price

Selecting a target market involves all of the following steps EXCEPT A) grouping customers with similar need sets. B) selecting an attractive group to target. C) describing each group. D) identifying product-related need sets. E) all of the above are involved.

all of the above are involved.

Major firms such as American Express A) do not market directly to the gay market. B) market directly to the gay market using modified products and services. C) first approached the gay market using standard ads. D) all of the above. E) none of the above

first approached the gay market using standard ads. Major firms such as American Express market directly to the gay market using modified products and services.

The behaviors considered appropriate for males and females in a given society are known as gender identity. A) True B) False

False Gender roles are the behaviors considered appropriate for males and females in a given society.

A cultural norm is: A) punishment for violating a cultural value. B) a set of rules that specify ranges of appropriate behaviors. C) limited interpretative boundaries for individual behavior. D) a widely held belief that affirms what is desirable and has an impact on activities. E) all of the above

a set of rules that specify ranges of appropriate behaviors. A cultural norm is a set of rules that specify ranges of appropriate behaviors.

Hispanics of _____ origin tend to have the highest income level among Hispanics. A) Mexican B) Cuban C) Puerto Rican D) Central American E) b and c

b and C Cubans and Puerto Ricans tend to have incomes well above other Hispanics

Which of the following values would be most critical for the success of a new anti-bacterial grocery cart handle? A) diversity-uniformity B) cleanliness C) nature D) problem solving/fatalistic E) sensual gratification/abstinence

cleanliness Cleanliness would be the most critical value for the success of a new anti-bacterial grocery cart handle.

Consumers who are above-average viewers of CNN tend to have A) not graduated from high school. B) graduated from high school. C) attended college. D) graduated from college. E) education is not a factor in determining who watches CNN.

graduated from high school. Consumers who are above-average viewers of CNN tend to have graduated from high school.

Traditionally, America was considered a A) heterogeneous collection of individuals with few common values. B) melting pot with values derived more or less equally from all the various immigrant groups. C) collection of distinct groups with some shared values and many unique ones. D) melting pot with Western European values. E) none of the above

melting pot with Western European values. Although American society has always contained numerous subcultures, until recently many marketers treated it as a homogeneous culture based primarily on Western European values.

The heterogeneous nature of American society is being accentuated by A) decreased non-European immigration. B) consistent birthrates across ethnic groups. C) decreased ethnic identification. D) all of the above. E) none of the above

none of the above The heterogeneous nature of American society is being accentuated by increased non-European immigration, higher birthrates across ethnic groups, and increased ethnic identification.

The degree of consistency an individual has across all the status dimensions is known as A) congruency. B) status variation. C) status crystallization. D) status level. E) none of the above

status crystallization.

A shift from an active to a passive orientation would most likely affect A) the types of advertising themes used. B) the role of price in purchase decisions. C) the nature of gender roles portrayed in advertising. D) the complexity of decision rules used in purchase decisions. E) all of the above

the types of advertising themes used. A shift from an active to a passive orientation would most likely affect the types of advertising themes used.

For many Americans, from the late 1980s until 1995 real income values A) became much less important than time. B) grew fairly rapidly. C) declined sharply. D) were stagnant or declining. E) none of the above.

were stagnant or declining. For most middle-and lower-income Americans, household incomes were stagnant or declining from the late 1980s until 1995.

Which segment of mature customers is psychologically well adjusted but has physical challenges? A) Healthy Indulgers B) Ailing Outgoers C) Frail Recluses D) Healthy Hermits E) a and c

Ailing Outgoers Ailing Outgoers are physically challenged but maintain a positive mental outlook on life.

True or False: Self-concept is a major step in the consumer's decision process.

False

Why has the population of the U.S. grown steadily since 1960? A) longer life expectancies B) immigration C) increasing birth rate D) a and b E) all of the above

a and b The population has grown steadily since 1960 despite birthrates that were on a strong decline through the mid 1970s, and birthrates that have been relatively steady since.

Injurious consumption occurs when: -Individuals make consumption decisions that have a negative impact on their long-run well being -a product is introduced that does not meet consumer needs - a firm adversities benefits that the product cannot deliver. -consumers purchase products for symbolic rather than functional reasons -all of the above

-Individuals make consumption decisions that have a negative impact on their long-run well being

Shoppers who care about mall essentials and brand-name merchandise are know as: -brand shoppers -basic shoppers -destination shoppers -enthusiast shoppers -serious shoppers

-destination shoppers

African Americans constitute about _____ percent of the U.S. population. A) 7 B) 10 C) 13 D) 19 E) 26

13

Which of the following are applications of consumer behavior? -Marketing Strategy -Regulatory Policy -Informed Individuals -A and C -All of the above

All of the above, Marketing strategy, regulatory policy, and informed individuals are all applications of consumer behavior.

Cultures differ in terms of A) demographics. B) nonverbal communications. C) values. D) languages. E) all of the above

All of the above. Cultures differ in terms of demographics, nonverbal communications, values, and languages.

Which segment of the African American market identified by Yankelovich is middle age, female, has the lowest income, feels "Black slang" should be avoided, and strongly supports "Buying Black?" A) Black Onliners B) Black is Better C) Digital Networkers D) Broadcast Blacks E) New Middle Class

Broadcast Blacks Broadcast Blacks are middle age females with the lowest income, feel "Black slang" should be avoided, and strongly support "Buying Black."

Which of the following is NOT part of the model of marketing strategy and consumer behavior presented in the text? -Cash flow analysis -market analysis -market segmentation -consumer decision process -all of the above are part of the model

Cash flow analysis

Which of the following is/are true regarding CRM and social marketing? A) Social marketing benefits a firm's image. B) Cause-related marketing has no direct benefits to a firm. C) Social marketing requires a "fit" between the firm and social causes. D) Cause-related marketing ties a company and its products to an issue or cause. E) all of the above

Cause-related marketing ties a company and its products to an issue or cause. Social marketing does not involve the linkage of a firm with a social cause such that benefits are accrued to the firm.

The voluntary simplicity movement in America relates to a shift in the masculine/feminine value. A) True B) False

False The voluntary simplicity movement in America is consumers' efforts to reduce their reliance on consumption and material possessions.

True or False: The first step in the consumer decision process is budget setting.

False the first step is recognition.

True or False: Most economically developed societies are legitimately referred to as marketing societies

False, Most economically developed societies are legitimately referred to as consumption societies.

Compared to the general population, Asian Americans A) have a higher average income. B) have a lower average income. C) have about the same average income. D) all of the above. E) none of the above

Have a higher average income Asian Americans are the highest-educated and highest-income group, with substantial purchasing power.

Which of the following groups is characterized by emphasis on individual responsibility and control, a strong work ethic, and relatively small families? A) Buddhists B) Born-again Christians C) Protestants D) Roman Catholics E) Atheists

Protestants Protestants are characterized by emphasis on individual responsibility and control, a strong work ethic, and relatively small families.

____ Result when cultural norms are violated. A) Norms B) Precepts C) Sanctions D) Prescriptions E) Values

Sanctions Violations of cultural norms result in sanctions, or penalties ranging from mild social disapproval to banishment from the group.

Customer Value is -The cost of your product divided by the cost of the best competitor -The difference between all the benefits derived from a total product and all the costs of securing those benefits. -the current cost of a product relative to its normal or average cost. -all the benefits a customer receives from the product -all of the above

The difference between all the benefits derived from a total product and all the costs of securing those benefits.

True or False: Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experience, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

True

True or False: If a company's customers value variety, the firm can provide superior value by offering more variations of its product.

True

True or False: A segment is a portion of a larger market whose needs differ somewhat from the larger market.

True

Less than fifty percent of American adults exercise regularly. A) True B) False

True Less than fifty percent of American adults exercise regularly.

Language is one of the cultural factors that affects consumer behavior and marketing strategy. A) True B) False

True Language is one of the cultural factors that affects consumer behavior and marketing strategy.

Many Muslims are reluctant to eat in American restaurants due to concerns with how the food is prepared. A) True B) False

True The more devout Muslims avoid not only pork products, but also any foods that have not been prepared in accordance with the strict rules of Islam.

Fatalists tend to feel they don't have control over the outcome of events. A) True B) False

True This can reduce consumer expectations of quality and decrease the likelihood that consumers make formal complaints.

True or False: One of the elements markets use in their evaluation of the attractiveness of various segments is the segment size.

True, Segment size is one of the many criterion used to evaluate and compare the attractiveness of various market segments.

Which of the following is true regarding the Roman Catholic subculture? A) It is highly structured and hierarchical. B) A basic tenet is that the primary purpose of marriage is procreation. C) Twenty-nine percent of adult Catholics are Asian. D) a and b E) all of the above

a and b The Roman Catholic Church is highly structured and hierarchical, and a basic tenet is that the primary purpose of marriage is procreation.

An age cohort refers to A) a group of people who feel the same age. B) a statistical method for analyzing age-based consumption. C) a group of people who have experienced a common social, political, historical, and economic environment. D) the physical process associated with aging. E) none of the above.

a group of people who have experienced a common social, political, historical, and economic environment.

Which of the following is a factor influencing nonverbal communications? A) etiquette B) time C) relationships D) symbols E) all are factors

all are factors The seven variables which influence nonverbal communication are time, space, symbols, relationships, agreements, things, and etiquette.

Which of the following is an environment-oriented value? A) cleanliness B) performance/status C) tradition/change D) a and c E) all of the above

all of the above Cleanliness, performance/status, and tradition/change are all environment-oriented values.

The baby boom generation is A) characterized by time poverty. B) increasingly home and family focused. C) much larger than other generations. D) all of the above. E) none of the above.

all of the above. The baby boom generation is characterized by time poverty, increasingly home and family focused, and much larger than other generations.

Which of the following are common single-item indexes of social class? A) age B) education C) income D) a and b E) b and c

b and c

Cultures that value ______ accept a wide variety of personal behaviors and attitudes, foods, dress, and other products and services. A) uniformity B) collectivism C) power D) diversity E) cooperation

diversity Cultures that value diversity will embrace variety in terms of religions, ethnic backgrounds, political beliefs, and other important behaviors and attitudes.

The term that refers to the degree to which a person has various levels of the traits of masculinity or femininity is A) sexual orientation. B) gender role. C) gender identity. D) ascribed role. E) none of the above.

gender identity. Gender identity is the term that refers to the degree to which a person has various levels of the traits of masculinity or femininity.

Self-oriented values include A) humor-serious, hard work-leisure, and tradition-change. B) hard work-leisure, active-passive, and religious-secular. C) risk taking-security, active-passive, and cleanliness. D) youth-age, diversity-uniformity, and individual-collective. E) postponed gratification-immediate gratification, active-passive, and competition-cooperation.

hard work-leisure, active-passive, and religious-secular. Self-oriented values include hard work-leisure, active-passive, and religious-secular.

Which of the following values would be most critical for the success of mandated e-waste recycling? A) postponed gratification/immediate gratification B) material/nonmaterial C) performance/status D) nature E) active/passive

nature Nature would be the most critical value for the success of mandated e-waste recycling.