MKT Chapter 3

Men are more involved than ever in the grocery shopping task because of _____.

-generational shifts (younger women are now more educated than men) -economics (the recent recession resulted in more men out of work) -masculine/feminine values (there is a shift to more balance) -economics (the recent recession resulted in more men out of work) and generational shifts (younger women are now more educated than men)

Which of the following is a traditional American value?

-youth -competition -active -hard work

The percentage of U.S. men who are the primary grocery shopper for their home is _____ percent.

51

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the BEST insight into these changes?

advertising, movies, and video games

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

after the end of world war 2

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

ascribed role

Which is NOT a reason Americans work long hours?

because minimum wage is higher the more hours worked

Target stores give 1 percent of a customer's purchase to a school of his or her choice if the customer uses a Target Visa credit card to pay for purchases. Target will also donate 0.5 percent of all other purchases made on that card. This is an example of _____.

cause-related marketing

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

complain, switch, and engage in negative word-of-mouth

Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex problem solving. Lakeisha and Timothy are part of the _____.

creative class

Mickey is not concerned about the environment. He has no problem with the pollution coming from his 1965 Chevy, and he refuses to recycle. To which environmental activism segment would Mickey belong?

eco-villains

Marketers have responded to Americans' increasing concern for the environment with an approach called _____.

green marketing

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________.

greenwashing

Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another service rep would have to come out to determine if it was due to a manufacturer's defect before it could be replaced. Because the service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately, the replacement had the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she's had with this retailer. Which value most likely underlies Laurie's complaining behavior?

individualism

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

material/nonmaterial

Which of the following is NOT a segment used to describe consumers with respect to their environmental activism?

new green mainstream

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

pricing products lower than the competition

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

skeptic

Catherine is married and a mother of two children. She has decided to forego her own career to stay home with her children until they are grown and on their own. Both she and her husband have decided that it is best for their family for him to assume the responsibility for providing financial security for them while she takes care of the home and family. Catherine would be classified as which type of woman?

traditional

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

voluntary simplicity