MKTG 4410 CH. 3

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

51%

Which of the following is a challenge facing marketers who implement cause-related marketing programs?

Consumer skepticism and apathy are demonstrated.

As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern over the potential for marketers to mislead consumers.

Green Guides

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

Skeptic

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 video games

Which of the following is a segment of female consumers?

all of the above

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

A shift back to an emphasis on postponed gratification in America would most likely _____.

decrease the use of credit

The behaviors considered appropriate for males and females in a given society are known as _____.

gender roles

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

generational shifts economics masculine/feminine values

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

green marketing

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

material/nonmaterial

A woman who is married where both she and her husband work and share homemaking and child care responsibilities is classified as _____ with respect to gender orientation.

modern

Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing responsibilities. Rayna would be classified as a _____ gender orientation.

modern

The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

ozone friendly biodegradable recyclable recycled content

What has been found to improve the results of cause-related marketing programs?

the fit between the company and the cause

A shift away from a competition-oriented society would most likely affect _____.

the use of comparative advertising

A woman who is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as _____.

traditional

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

Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed _____.

voluntary simplicity