Chapter 3 Book Questions

The term "______ ________" refers to the efforts of consumers to reduce their dependence on consumption and material possessions, particularly American consumers, in light of the recent recession. (Enter one word in each blank.)

voluntary simplicity

What is the term used for consumers' efforts to reduce their reliance on consumption and material possessions?

voluntary simplicity

What is greenwashing?

when firms promote environmental benefits that are unsubstantiated and on which they don't deliver

Unlike most other traditional societies, American culture has always valued

youth

Which type of charity appeal has research suggested might be more persuasive to male consumers than female consumers?

Promoting self-help

The success of a firm's marketing strategy depends on its marketing mix being consistent with the value _ of its target market.

system

What three events led to an increased emphasis on security during the period from 1930 through the mid-1980s?

the Cold War World War II the Great Depression

The value of individualism is illustrated in which purchase behavior?

the desire to customize cars, trucks and motorcycles

Select the reasons for the marketing of cosmetics, medicines, and hair care products to older customers. (Select all that apply)

the increasing disposable income of older customers the growing numbers of older citizens the desire of older customers for a younger appearance

The gay and lesbian communities are increasingly being accepted by the Americans. They are also being recognized as an important target group for marketers because of the increasing value that Americans are placing on

diversity.

According to researchers, cultural creatives are Americans who _____.

embrace diversity, like foreign and exotic things, and value self-expression

The approach firms take to convince environmentally concerned consumers that their products are environmentally sound and thus reap huge rewards is referred to as

enviropreneurial marketing.

True or false: In terms of shifting gender roles in the United States today, the only role shift that has occurred has been of women taking on traditionally male-oriented tasks.

false

True or false: The risk-taking orientation in Americans is losing its value and is going to be lost forever.

false

When did American values notably begin to shift toward an emphasis on leisure and immediate gratification?

following World War II

The result of Americans favoring materialism is the

formation of a consumption-driven society.

Natural Lawn Care is a company that produces environmentally-friendly lawn care products such as weed killers, and pest control products. It gives a percentage of its sales back to environmental causes and educates the public on environmental topics. Natural Lawn Care is practicing

green marketing

The most likely reason that messy homes are becoming more acceptable in America is

increased time demands caused by work.

Green marketing and marketing to gay and lesbian customers are examples of marketing that

is responding to evolving American values.

Traditionally, American culture had a limited family-oriented values primarily because

it was settled by immigrants who moved around a lot as the nation grew.

Which statement about religion in American society is correct?

A majority of Americans claim a religious affiliation.

In contrast to collectivistic consumers, highly individualistic consumers are more likely to

react negatively to unsatisfactory purchases.

In the United States there is a strong emphasis on the environment-oriented cultural value of ______ because of the most recent economic recession.

security

Current American society's increasing secularism has led to the growing acceptance of the self-oriented cultural value of _____ despite the efforts of consumer and government agencies to curb it.

sensual gratification

The term that denotes whether a person is biologically a male or a female is

sex

What two factors have been found to influence American's strong material orientation?

social media television

Which is true of online advertising targeting LGBTQ communities?

A number of corporations are adding content to appeal to LGBTQ people.

Match the significant female market segments to the characteristics that describe them.

-traditional housewife = stays at home and obtains satisfaction and meaning from household and family maintenance -trapped housewife = would rather work but stays at home because of children and family pressure and is concerned about lost opportunities -trapped working woman = would rather stay at home but works due to financial necessity and family pressure and doesn't get satisfaction from work -career working woman = works and obtains satisfaction and meaning from it but doesn't enjoy household maintenance

What are the traditional and current attitudes of Americans about change?

Americans have always been receptive to change.

Which statement about age portrayal in advertising is correct?

Because people often feel younger than their actual age. advertisers prefer to use younger models in their ads.

_____ refers to marketing that connects a firm and its products to an issue or cause with the goal of enhancing sales or corporate image while benefiting the cause.

Cause marketing

_____ refers to environmentally friendly marketing practices, strategies, and tactics that a firm employs to obtain an ambitious distinction.

Enviropreneurial marketing

True or false: For consumers that identify as being religious, the inclusion of a religious symbol on a product automatically makes them more inclined to buy that product.

False

_____ refers to the behaviors considered appropriate for males and females in a given society.

Gender roles

_____ refers to the practice of marketing products or services with purported environmental benefits, but not delivering the promised benefits in reality.

Greenwashing

What was the effect of the "Great Recession" on American consumers?

It temporarily encouraged Americans to save more and pay down debt.

Why did traditional American society place a high value on youth?

It was a quality vital to the transformation of a wilderness into an industrial nation.

How have the increasing wealth, independence, and buying power of women impacted products in the United States?

Many once masculine products are being designed for women.

Which of the following are reasons that the United States is considered a secular society? (Select all that apply.)

Most people's daily behaviors are not guided by strict religious guidelines. No religious group controls the political process.

Which of the following are characteristics of cultural values?

They are widely held beliefs. They affirm what is desirable.

Which of the following are most likely to be true of many Americans for whom religion is especially important? (Select all that apply.)

They tend to purchase religious objects and books. They might avoid products that go against their beliefs. They might attempt to regulate the purchase of "sin" products such as liquor or pornography.

Select from the following the accurate statements regarding marketing to LGBTQ consumers.

To reach both the mainstream and LGBTQ markets, ads using symbolic gay icons appears to be an effective tactic. Marketers know that gay consumers tend to be more tech savvy so they take this into account when developing websites. Gay people tend to read publications and visit websites that are geared toward the general population.

Select the company that is engaged in green marketing.

Unlike other juice companies, the containers used by Jazzy Juice will break down naturally in a compost pile.

Traditionally, Americans have placed emphasis on which of the following? (Select all that apply.)

abstinence working hard religion

Religious orientation is closely tied to America's traditional belief in the virtue of

abstinence.

Which of the following would be best suited for an ad in standard mass media to appeal to gay, lesbian, and heterosexual consumers?

advertisements that have gay symbolic icons

Historically in the United States, automobile purchase decisions were made by males alone. What percentage of women today influence vehicle purchase decisions?

around 80 percent

Gender roles are ______ roles.

ascribed

Match the gender role to its correct description.

ascribed role = based on a characteristic over which a person has minimal control achievement role = based on performance criteria over which a person has a level of control

Unlike social marketing, cause-related marketing

directly benefits a company.

Among the important female market segments in the United States, the _____ segment has grown significantly in the past thirty years.

career working woman

Americans have for a long time valued and still continue to value

cleanliness

The other-oriented value of _____ in American society is so firmly entrenched that it is reflected in the country's social, political, and economic systems.

competitiveness

People who work in fields like science, health care, architecture, and engineering are referred to by one expert as the _______ and they are the driving force for change in the United States.

creative class

Today, Americans largely have a limited family-oriented values because their

culture facilitates high geographic and social mobility.

Americans place a high value on sensual gratification, and this reflects in their lack of willingness to _____ despite debt or discomfort over spending levels.

delay pleasures

Match the genders (in the left column) to the types of marketing appeals they are most likely to be responsive (in the right column). Instructions

men = self-help appeals women = help-others appeals

What type of gender orientation do Americans prefer in their marriages?

modern

The expansion of women's roles in America has made the purchase of

potentially harmful products socially admissible for women.

During the past economic recession, a majority of Americans were shown to highly value

problem solving

Americans are known to take great pride in their _____ cultural orientation, which has traditionally been valued and continues to be valued.

problem-solving

Why has the emphasis on teamwork and cooperation in American educational institutions and corporations increased?

to equip the group to successfully compete with other groups

When it comes to social media use, what is the prominent goal for women?

to find coupons and promotions

When it comes to social media use, what is the prominent goal for men?

to gather information

Match the gender orientation to the married lifestyle that it best describes.

traditional = The husband handles financial responsibilities, whereas the wife handles domestic and parental responsibilities. modern = The husband and wife share financial, parental, and domestic responsibilities.

True or false: More Americans are becoming accepting of the gay and lesbian communities, especially in terms of individual rights.

true

Traditionally, Americans have placed a high value on the other-oriented value of _____, but recent trends show that a majority of Americans currently place a higher value on _____.

uniformity; diversity

The success of a firm's marketing strategy depends on its marketing mix being consistent with the

value system of its target market.

Beliefs that are widely held in a society and that are associated with desirable behavior are called cultural ________

values