Consumer Behavior Test 1 Study Guide

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144. Which of the following is true regarding the baby boom market? A. Boomers are tech savvy. B. Boomers are empty nesters who are downsizing. C. Boomers are retiring early and wealthy. D. Boomers have the same values and outlook. E. Boomers are self-centered.

A. Boomers are tech savvy.

158. Which of the following is the largest multiracial Native American tribe? A. Cherokee B. Navajo C. Sioux D. Chippewa E. Choctaw

A. Cherokee

190. Which of the following represents the largest national background of Asian Americans? A. Chinese B. Filipino C. Japanese D. Korean E. Vietnamese

A. Chinese

200. __________ subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or national background. A. Ethnic B. Racial C. Religious D. Gender E. Geographic

A. Ethnic

179. Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has not graduated from high school and works as a day laborer in the agricultural industry in California. He and his family still possess traditional values which include him making all the decisions for his family's welfare. The Pew Hispanic Center would identify Jose as which generation of Hispanic adults? A. First-generation adults B. Second-generation adults C. Third-generation adults D. Primary-generation adults E. Secondary-generation adults

A. First-generation adults

48. __________ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them. A. Lifestyle B. Self-concept C. Position D. Status E. Social class

A. Lifestyle

172. Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black, but feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong? A. New Middle Class B. Black Onliners C. Digital Networkers D. Boomer Blacks E. Faith Fulfills

A. New Middle Class

59. __________ are the arbitrary meanings a culture assigns actions, events, and things other than words. A. Nonverbal communication systems B. Values C. Subcultures D. Semiotics E. Perspectives

A. Nonverbal communication systems

125. Sam is a healthy 75-year-old man. He is a retired attorney, has a substantial retirement income, and is a member of several social groups that travel, help others, and encourage lifelong learning. Which of the following is most likely true about Sam? A. Sam's cognitive age is less than 75. B. Sam's cognitive age is 75. C. Sam's cognitive age is greater than 75. D. Sam's cognitive age is 50. E. Sam's cognitive age is 85.

A. Sam's cognitive age is less than 75.

174. Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good health, and he has not been able to buy health insurance with his limited income. In terms of Yankelovich's segments of African Americans, which one best describes Jimmy? A. Sick and Stressed B. Family Struggles C. Stretched Black Stragglers D. Faith Fulfills E. Digital Networkers

A. Sick and Stressed

163. John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks primarily Japanese and is not concerned about status. Which segment of the Asian American market identified by Market Segment Research best describes John? A. Traditionalists B. Established C. Living for the Moment D. Market followers E. Contented

A. Traditionalists

122. Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and behaviors as well as predicting its future attitudes, values, and behaviors. Maria is conducting a __________ analysis. A. cohort B. generational C. demographic D. census E. cognitive

A. cohort

1. Which of the following is not evaluated when analyzing a company's own ability to meet customer needs? A. competitors B. financial strengths C. general managerial skills D. production capabilities E. reputation

A. competitors

139. Which term describes consumers' purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth? A. conspicuous consumption B. outrageous consumption C. obnoxious consumption D. nouveaux consumption E. "blue blood" consumption

A. conspicuous consumption

93. Which of the following is not a factor that creates problems in literal translations and slang expressions? A. differences in the direction in which written words are read B. symbolic meanings associated with words C. absence of some words from various languages D. difficulty of pronouncing certain words E. All of these choices are factors that create problems in literal translations and slang expressions.

A. differences in the direction in which written words are read

154. Which of the following are the most commonly described subcultures? A. ethnic groups B. religions C. generations D. genders E. geographic areas

A. ethnic groups

77. Trademarks A. for the most part need to be established on a country-by-country basis. B. can be established globally. C. were a legal concern in the past but with the rise of globalization are no longer an issue. D. represent an aspect power-distance in global marketing efforts. E. All of these choices are correct.

A. for the most part need to be established on a country-by-country basis.

147. Which of the following is a segmentation approach to the mature market that incorporates aging processes and life events related to the physical health and mental outlook of older consumers? A. gerontographics B. cognitive psychology C. demographics D. ageographics E. censographics

A. gerontographics

22. Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent? A. injurious consumption B. severe consumption C. conspicuous consumption D. unethical consumption E. antisocial consumption

A. injurious consumption

108. Which social class has low incomes and minimal education, may be unemployed for long periods of time, and is the major recipient of government support and services provided by nonprofit organizations? A. lower-lower class B. upper-lower class C. working class D. lower-middle class E. middle class

A. lower-lower class

170. Which of the following is not a way that retailers have responded to the needs of the Hispanic market? A. lowering prices on nationally-branded products B. increasing the number of bilingual salespeople C. using Spanish language signs and directions D. using Spanish language point-of-purchase displays E. having merchandise assortments that reflect the needs of the local Hispanic community

A. lowering prices on nationally-branded products

4. A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) A. market segment. B. niche. C. subgroup. D. ancillary market. E. secondary market.

A. market segment.

38. Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent? A. marketing strategy B. regulatory policy C. social marketing D. informed consumers E. resource management

A. marketing strategy

57. What is the largest single influence on the movement toward uniformity in the global youth market? A. mass media B. education C. work D. travel E. religion

A. mass media

91. Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to be aware of? A. nonverbal communications B. natural resources C. economic conditions D. exchange rates E. All of these choices are correct.

A. nonverbal communications

150. In the Hollingshead Index of Social Position, which is true? A. occupation is given a higher weight than education B. occupation is given the same weight as education C. income is given a higher weight than occupation D. occupation is given a lower weight than education E. income is given a lower weight than education

A. occupation is given a higher weight than education

11. Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants. Rod is concerned with his restaurant's A. position. B. equity. C. placement. D. driver. E. satisfaction index.

A. position.

137. Harold was born in 1923. He entered young adulthood during World War II, and served in the Navy during that war. He has witnessed radical social, economic, and technological change in his lifetime. To which generation does he belong? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y

A. pre-Depression generation

43. What is the first step in the consumer decision process? A. problem recognition B. budget setting C. information search D. outlet selection E. alternative evaluation and selection

A. problem recognition

88. Which of the following is an example of a self-oriented value? A. religious/secular B. individual/collective C. risk taking/security D. tradition/change E. diversity/uniformity

A. religious/secular

5. Auxiliary or peripheral activities that are performed to enhance the primary product or primary service is referred to as A. service. B. supplemental product. C. intangible benefits. D. secondary product. E. ancillary attributes.

A. service

36. Which of the following is not a step in market segmentation? A. set budget B. identify product-related need sets C. group customers with similar need sets D. describe each group E. select an attractive segment(s) to serve

A. set budget

63. The population of the United States is over 320 million people. With respect to demographics, this number represents A. size. B. structure. C. dispersion. D. density. E. concentration.

A. size.

116. One's position relative to others on one or more dimensions valued by society is known as one's A. societal rank. B. social status. C. social standing. D. social sphere. E. social realm.

A. societal rank.

55. Using one marketing strategy across various cultures is referred to as A. standardization. B. optimization. C. cross-culturalization. D. marketing imperialism. E. cross-fertilization.

A. standardization.

188. The different religions in America prescribing differing values and behaviors are known as religious A. subcultures. B. sects. C. segments. D. societies. E. pacts.

A. subcultures.

51. John and his wife love art and travel the world to purchase artwork that is representative of a country's culture. Which type of materialism does this represent? A. terminal B. instrumental C. cultural D. primary E. secondary

A. terminal

40. Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the A. total product. B. customer value. C. offering. D. value proposition. E. total value.

A. total product.

109. A family structure with either two or more adult generations, or with both grandparents and grandchildren living under one roof is known as A. Multifamily living. B. A multigenerational household. C. A Great Recession family structure. D. Multiage family living. E. Demographic households.

B. A multigenerational household.

166. Theresa is a 40-year-old single parent living in the city. She is confident and positive, and enjoys wearing the latest fashions. Which segment of the African American market identified by Yankelovich best describes Theresa? A. Black Onliners B. Black is Better C. Digital Networkers D. Boomer Blacks E. Faith Fulfills

B. Black is Better

176. Which African American market segment identified by Yankelovich is teens living at home, over half raised by a single parent, tech savvy, and brand conscious, especially those brands popular with their culture? A. Boomer Blacks B. Connected Black Teens C. Black Onliners D. Stretched Black Straddlers E. Healthy Teens

B. Connected Black Teens

26. __________ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. A. Marketing B. Consumer behavior C. Psychographics D. Demographics E. Psychology

B. Consumer behavior

79. Which of the following statements is true regarding culture? A. Culture is a relatively simple concept. B. Culture is acquired. C. Culture often provides detailed prescriptions for appropriate behavior. D. The nature of cultural influences is such that we are consciously aware of them. E. All of these choices are correct.

B. Culture is acquired.

127. Which generation "invented" rock and roll and grew up with music and television as important parts of their lives? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y

B. Depression generation

168. Frank Chen is a Chinese immigrant in his mid-50s and has a Master's degree in Engineering from MIT. He is a conservative professional with no need or desire for native-language programming. He is willing to pay premium prices for high quality products. Which segment of the Asian American market identified by Market Segment Research best describes him? A. Traditionalists B. Established C. Living for the Moment D. Market followers E. Contented

B. Established

178. Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time watching television and visiting her friends. She doesn't use brands to indicate to others her style and identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra? A. Sick and Stressed B. Family Struggles C. Stretched Black Stragglers D. Faith Fulfills E. Digital Networkers

B. Family Struggles

148. Which generation is both cynical and sophisticated about products, ads, and shopping? A. Generation Y B. Generation X C. baby boom D. echo boom E. boomerang

B. Generation X

105. Stephanie is 17 and belongs to the high school drill team. One of her best friends is Bobby, the team manager who is openly gay. Which label is appropriate for Stephanie? A. Tween B. Generation Z C. Generation X D. young adult E. gay-friendly teen

B. Generation Z

169. Which of the following is the largest ethnic subculture in the United States? A. African American B. Hispanic C. Asian D. Native American E. Caribbean

B. Hispanic

196. Which of the following statements is false regarding subcultures in the United States? A. The degree to which an individual behaves in a manner unique to a subculture depends on the extent to which the individual identifies with that subculture. B. Religious groups are the most commonly described subcultures. C. We are all members of several subcultures. D. There are very large variations within each subculture. E. Generations also function like subcultures.

B. Religious groups are the most commonly described subcultures.

186. Carlos was born in the United States to immigrant parents. He has a higher income and education than his father, is more likely to identify himself as an American, speaks Spanish and English fluently, and is less likely to ascribe to traditional values than his parents. According to the Pew Hispanic Center, to which generation of Hispanic adults does Carlos belong? A. First-generation adults B. Second-generation adults C. Third-generation adults D. Primary-generation adults E. Secondary-generation adults

B. Second-generation adults

161. Mexican Americans tend to live in which region of the United States? A.New York and New Jersey B. Southwest and California C. California, New York, and Florida D. Midwest E. South

B. Southwest and California

62. Which of the following is false regarding trends in the global youth market? A.Technology is mainstream and not restricted to developed countries. B. U.S. brands are currently the leaders among global teens. C. U.S. teens no longer lead the way in global trends. D. Both Technology is mainstream and not restricted to developed countries. and U.S. brands are currently the leaders among global teens. are false E. Both U.S. brands are currently the leaders among global teens. and U.S. teens no longer lead the way in global trends. are false

B. U.S. brands are currently the leaders among global teens.

82. Which one of these factors is not true regarding glocalization? A. Standardized marketing can offer a cost savings. B. Uniformity is always possible. C. Values and demographics require adapting to cultural differences. D. An ad that appeals to some countries might be inappropriate in others. E. All of these factors are true.

B. Uniformity is always possible.

15. John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a sedan even though this is not technically true. John's satisfaction is based on the distinction between A. primary need fulfillment and secondary need fulfillment. B. actual need fulfillment and perceived need fulfillment. C. initial need fulfillment and repeat need fulfillment. D. articulated need fulfillment and unarticulated need fulfillment. E. attribute fulfillment and benefit fulfillment.

B. actual need fulfillment and perceived need fulfillment.

49. A product's position refers to A. its shelf location in retail stores. B. an image of the product in the consumer's mind relative to competing products. C. its price relative to other products in the firm's product line. D. its price relative to competitors' products. E. its stage in the product development process.

B. an image of the product in the consumer's mind relative to competing products.

27. Tacoda Systems tracks consumers' online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3,000 websites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is called A. click-throughs. B. behavioral targeting. C. spamming. D. blogging. E. cookie targeting.

B. behavioral targeting.

149. The upper-middle class achieve their social position primarily A. through their unusually high incomes. B. by their occupation and career orientation. C. through inherited position. D. through their children's accomplishments. E. All of these choices are correct.

B. by their occupation and career orientation.

20. Harold is tasked with developing the marketing strategy for his family's business. What should he do first? A. segment the market B. conduct a market analysis C. decide on which segments to target D. develop the marketing mix E. set objectives

B. conduct a market analysis

39. Which of the following is not a societal outcome of marketing strategy and consumer behavior? A. economic outcomes B. customer satisfaction C. physical environment outcomes D. social welfare E. All of these choices are societal outcomes.

B. customer satisfaction

33. Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her A. consumer behavior. B. customer value. C. motivation. D. equity difference. E. perceptual field.

B. customer value.

112. Generation Y is sometimes referred to as the A. baby bust generation. B. echo boom. C. boomerangs. D. baby boomlet. E. step-boomers.

B. echo boom.

191. McDonald's sponsors the "Inspiration Celebration Gospel Tour," as part of the corporation's 365 Black Initiative. The gospel tour has raised over $500,000 since 2012 for charity. This marketer is using __________ to reach this market. A. place-based marketing B. event marketing C. targeted marketing D. street marketing E. zoned marketing

B. event marketing

96. In Japan, the exchange of meishi is the most basic of social rituals in a nation where social ritual matters very much. The act of exchanging meishi is weighted with meaning. Once the social minuet is completed, the two know where they stand in relation to each other and their respective statures within the hierarchy of corporate or government bureaucracy. What is "meishi"? A. shaking hands B. exchange of business cards C. introductions by a third party D. formal invitation E. bows

B. exchange of business cards

92. Which one of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is less concerned about corporate responsibility? A. global citizens B. global dreamers C. antiglobals D. global agnostics E. global trendsetters

B. global dreamers

28. Which of the following is not an application of consumer behavior? A. marketing strategy B. human resource management C. regulatory policy D. informed consumers E. social marketing

B. human resource management

2. Carlos is attempting to segment the market for his company's products. Where should he begin? A. set objectives B. identify product-related need sets C. group customers with similar need sets D. describe each group E. select an attractive segment(s) to serve

B. identify product-related need sets

143. Which of the following is not a reason why the population of the United States has grown steadily since 1960? A. longer life expectancies B. increasing birth rate for most of the period between 1960 and today C. immigration D. baby boomers moving through child-bearing years E. All of these are reasons why the population of the United States has grown

B. increasing birth rate for most of the period between 1960 and today

115. Elsie and her two sisters are all in their mid- to late-60s. They are part of the __________ market. A. Generation X B. mature C. generational D. gerontological E. aging

B. mature

74. Ralph is very prompt. If he says he will be there at 10:00 a.m., he will be there exactly at that time. Furthermore, he will not begin another task until he is completely done with the one he is currently working on. Which time perspective does Ralph have? A. polychronic B. monochronic C. linear D. parallel E. priority

B. monochronic

6. Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's A. self-image. B. need set. C. alter ego. D. unarticulated needs. E. lifestyle.

B. need set.

52. The boundaries that culture sets on behavior are called A. rules. B. norms. C. prescriptions. D. precepts. E. sanctions.

B. norms.

44. Kate Spade is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine? A. culture B. personality C. family D. social status

B. personality

157. Which type of subculture arises as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled there, and significant social and political events? A. ethnic B. regional C. religious D. generational E. transient

B. regional

54. Which value relates to tolerance for ambiguity and uncertainty avoidance? A. youth/age B. risk taking/security C. individual/collective D. masculine/feminine E. diversity/uniformity

B. risk taking/security

173. America is basically a __________. That is, the educational system, government, and political process are not controlled by a religious group, and most people's daily behaviors are not guided by strict religious guidelines. A. godless society B. secular society C. religious society D. non-Christian society E. regional society

B. secular society

10. What is the last step in market segmentation? A. describing each group B. selecting an attractive segment(s) to serve C. identifying product-related need sets D. grouping customers with similar need sets E. deciding the segmenting scheme

B. selecting an attractive segment(s) to serve

47. The totality of an individual's thoughts and feelings about him- or herself is known as A. lifestyle. B. self-concept. C. internal influences. D. external influences. E. consumption outcomes.

B. self-concept.

140. What two basic approaches are used to measure social status? A. primary and secondary measures B. single-item and multi-item indexes C. position and status measures D. income and occupation indexes E. income and education measures

B. single-item and multi-item indexes

85. With respect to demographics, which of the following refers to the number of individuals in a society? A. distribution B. size C. structure D. dispersion E. concentration

B. size

131. A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles is known as a A. social stratum. B. social class system. C. caste system. D. social continuum. E. societal ranking.

B. social class system.

65. Which of the following is an example of an environment-oriented value? A. active/passive B. tradition/change C. extended/limited family D. masculine/feminine E. material/nonmaterial

B. tradition/change

111. Earl did not complete high school and works as a janitor at two jobs. His income is very low, and he does not possess any skills to help him get a better paying job. Which social class best describes Earl? A. lower-lower class B. upper-lower class C. working class D. lower-middle class E. middle class

B. upper-lower class

121. __________ have experienced health problems which limit their physical activities, but their positive outlook means they remain active within physical constraints. A. Healthy Hermits B. Ailing Indulgers C. Ailing Outgoers D. Frail Recluses E. Healthy Recluses

C. Ailing Outgoers

156. Which subculture is the most diverse group, with numerous nationalities, languages, and religions? A. Hispanics B. African Americans C. Asian Americans D. Native Americans E. Asian-Indian Americans

C. Asian Americans

162. Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep in touch with his friends. Which African American market segment identified by Yankelovich best describes Nick? A. Boomer Blacks B. Connected Black Teens C. Black Onliners D. Stretched Black Straddlers E. Healthy Indulgers

C. Black Onliners

152. Robert is a successful 51 year old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would Robert belong? A. Broadcast Blacks B. Black is Better C. Boomer Blacks D. Digital Networkers E. Faith Fulfills

C. Boomer Blacks

99. In which country is the concept of guanxi, which involves personal relationships, an important consideration? A. the United States B. Canada C. China D. India E. Saudi Arabia

C. China

84. __________ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location. A. Size B. Structure C. Distribution D. Dispersion E. Concentration

C. Distribution

113. Which generation is not part of the mature market? A. pre-Depression B. Depression C. Generation X D. baby boom E. All of these choices are part of the mature market

C. Generation X

126. Which generation was the first to gain a very broad view of a family, which may include parents, siblings, stepparents, half-siblings, close friends, live-in lovers, and others? A. Depression generation B. baby boom generation C. Generation X D. Generation Y E. Millennials

C. Generation X

114. Amie was born in 1991. Her mother is a college professor, and her father is an attorney. She's not sure what she wants to do when she grows up, but she knows she will go to college and embark on a career of her own. She was amazed when her grandmother told her that women really couldn't do that when she was young. If a woman did work, choices were usually limited to becoming a teacher, a secretary, or a nurse. Her grandmother told her that she was a secretary, but after she started having children, she left the workforce and stayed home to raise her children, which was common for most women at that time. That concept was totally foreign to Amie. To which generation does she belong? A. baby boom B. Generation X C. Generation Y D. Generation Z E. Millennial generation

C. Generation Y

123. The children of the original baby boomers are known as _____. A. the baby bust generation B. Generation X C. Generation Y D. Generation Z E. the Millennial generation

C. Generation Y

184. Which of the following statements is true regarding marketing to Asian Americans? A. Asian Americans are not highly tech savvy or heavy users of the Internet. B. Effective communication is achieved by simply translating ad copy. C. Geographic concentration is aiding marketing efficiency. D. There are very limited options for reaching this market through television. E. The purchasing power of this group and its various segments is not attractive enough for marketers to pursue it seriously.

C. Geographic concentration is aiding marketing efficiency.

197. Target is examining subcultures in the United States and wants to identify the ethnic subculture that has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion? A. White B. Black C. Hispanic D. Asian American E. South American

C. Hispanic

199. Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Bureau of the Census, Juan would be classified as a(n) A. African American. B. Asian American. C. Hispanic. D. Native American. E. subculture.

C. Hispanic.

182. Which of the following is predicted to be the fastest growing ethnic group in the United States between 2020 and 2040? A. Whites B. Blacks C. Hispanics D. Asian E. South Americans

C. Hispanics

198. Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015? A. Whites B. Blacks C. Hispanics D. Asian Americans E. South Americans

C. Hispanics

193. While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural traits. Which of the following is not one of these shared traits? A. They place a great value on education, particularly their children's education. B. They are concerned with financial security and save at a rate much higher than the average American. C. Husbands and wives tend to share an equal role in family decisions. D. They do not have a "throw-away" mentality; they shop for value and look for quality and durability. E. All of these above are shared traits.

C. Husbands and wives tend to share an equal role in family decisions.

185. Li Ming is an Asian American of Chinese dissent and is young, has a moderate identification with her native culture, is bilingual, and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and quality. Which segment of the Asian American market identified by Market Segment Research best describes her? A. Traditionalists B. Established C. Living for the Moment D. Market leaders E. Contented

C. Living for the Moment

103. Which of the following is true regarding the size and distribution of the population of the United States? A. The population of the United States is approximately 250 million today. B. The population has grown steadily since 1960 due birth rates that have always been on the increase. C. The growth has not been even throughout the United States. D. Northeast states, such as Vermont and Connecticut, are expected to grow dramatically in the next ten years. E. The population of the United States has continued to decrease since 1960.

C. The growth has not been even throughout the United States.

159. Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She has an MBA and earns the highest income in her family, she identifies herself as an American, speaks English as her primary language, and does not ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic Center's generations of Hispanic adults, to which generation does Maria belong? A. First-generation adults B. Second-generation adults C. Third-generation adults D. Primary-generation adults E. Secondary-generation adults

C. Third-generation adults

192. Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across nationality groups. Which of the following is one of the segments identified? A. Confucianists B. Conformists C. Traditionalists D. Market followers E. All of these choices are correct.

C. Traditionalists

89. Which of the following statements regarding the masculine/feminine value is false? A. Basically, we live in a masculine-oriented world. B. The roles of women are changing and expanding throughout much of the world. C. Women in South Korea frequently participate more in sports and exercise than men. D. Many Japanese women feel guilty preparing frozen vegetables in a microwave rather than preparing fresh vegetables. E. Traditional and modern segments with regard to this value exist simultaneously in many cultures, so marketers must adapt not only across but within cultures.

C. Women in South Korea frequently participate more in sports and exercise than men.

171. Sponsorship of ethnic events is A. unpopular because the events do not connect with ethnic subcultures. B. popular as the only way of marketing to ethnic subcultures. C. a means of engaging an ethnic subculture in an authentic way. D. not supported by major corporations in the United States. E. All of these choices are correct.

C. a means of engaging an ethnic subculture in an authentic way.

187. The degree to which an immigrant has adapted to his or her new culture is known as A. dispersion. B. traditionalization. C. acculturation. D. modernization. E. secularization.

C. acculturation.

132. Placing ads in videogames is known as A. video advertising. B. integrated advertising. C. advergaming. D. message integration. E. entertainment integration.

C. advergaming.

128. John was born in 1955, and he has only known prosperity in his lifetime. He remembers when President Kennedy was assassinated, primarily because his family purchased their first color television not long after that event. While he remembers the Vietnam War, he was too young to be drafted. To which generation does he belong? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y

C. baby boom generation

133. Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from college soon, which is leaving them with increased discretionary income and time. To which generation do Robert and Jan belong? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation Z E. Generation Y

C. baby boom generation

138. Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's __________ age. A. felt age B. real age C. cognitive age D. perceptual age E. chronological age

C. cognitive age

50. Jamie is developing a thorough understanding of his company's own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements interact. Which step in the marketing strategy process is Jamie performing? A. setting objectives B. segmenting the market C. conducting a market analysis D. assessing the outcomes E. targeting the market

C. conducting a market analysis

46. Most economically developed societies are legitimately referred to as __________ societies. A. marketing B. proactive C. consumption D. competitive E. enhanced

C. consumption

90. Marketers that wish to expand internationally need to understand a culture's widely held beliefs that affirm what is desirable. To do this, marketers should study A. laws. B. religions. C. cultural values. D. sanctions. E. edicts.

C. cultural values.

86. Dale has to write a research report about Poland in his International Marketing class. One aspect he must learn about the country is its size, structure, and distribution. What does this represent? A. psychographics B. geography C. demographics D. economics E. lifestyles

C. demographics

19. Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs over $100). During the process of market segmentation, Talbot's identified a group of consumers who are larger than average women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages of 35 and 50, are career-oriented, have a household income over $50,000, and are married with children under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe? A. identifying product-related need sets B. grouping customer with similar need sets C. describing each group D. selecting an attractive segment(s) to serve E. profiling current customers

C. describing each group

16. Tony's job entails making sure his company's products get to retailers so that target customers can buy them. Which element of the marketing mix is Tony involved with? A. product B. price C. distribution D. communications E. placement

C. distribution

64. Sam has learned that a country to which his company desires to expand places a high value on cleanliness and admires nature immensely. Which category of cultural values does this represent? A. other-oriented B. self-oriented C. environment-oriented D. externally-oriented E. internally-oriented

C. environment-oriented

194. The U.S. Census overall projections of ethnic subculture size understate the importance of ethnic groups to specific A. people. B. points in history. C. geographic regions. D. languages. E. None of these choices are correct.

C. geographic regions.

17. Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that she normally likes to keep in her purse. Without much thought, she grabbed two packages of the gum she likes. What type of consumer decision does this illustration? A. primary decision B. top-of-mind decision C. low-involvement decision D. automatic decision E. self-related decision

C. low-involvement decision

95. Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is interested in these factors because they influence A. language. B. demographics. C. nonverbal communications. D. values. E. laws.

C. nonverbal communications.

129. Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet? A. age B. income C. occupation D. gender E. education

C. occupation

66. Asian societies (i.e., Japan) value collective activity. That is, consumers look toward others for guidance in purchase decisions and do not respond favorably to promotional appeals focusing on individualism. Which category of cultural values does this represent? A. internally-oriented B. environment-oriented C. other-oriented D. self-oriented E. group-oriented

C. other-oriented

30. A(n) __________ is anything a consumer acquires or might acquire to meet a perceived need. A. satisfier B. end state C. product D. value proposition E. outcome

C. product

83. Robert is 15 years old and has recently moved to a new town, and therefore, a new high school. He was trying to get accepted by a group of kids that he wanted to be friends with. When they asked him to attend a party over the weekend, he said he'd have to ask his parents for permission. This group of students laughed at him and called him a "momma's boy" and told him he can't be one of them because they don't ask parents for permission, they just do what they want. This social disapproval of Robert's behavior is an example of a(n) A. norm. B. violation. C. sanction. D. precept. E. edict.

C. sanction.

45. Which of the following is not considered one of the firm's outcomes of the marketing strategy and consumer behavior process? A. product position B. customer satisfaction C. service D. sales and profits E. All of these choices are considered outcomes for the firm.

C. service

23. Which of the following is a societal outcome of marketing strategy and consumer behavior? A. sales B. need satisfaction C. social welfare D. customer satisfaction E. product position

C. social welfare

31. What does the consumption of a product like Nikes mean to Andre Hank, the formerly homeless consumer discussed in the text? A. that he can afford a brand that is superior in meeting his physical needs B. his peers will now accept him C. they serve as a visible symbol that he is back as a successful member of society D. his peers will try to be more like him E. they serve as a reminder of what he used to have

C. they serve as a visible symbol that he is back as a successful member of society

81. Before a marketer can successfully launch a brand in a foreign country, several nonverbal communication factors need to be understood. One of these factors is time, and international marketers must understand a culture's overall orientation toward time. This is known as a culture's A. time meaning. B. time interpretation. C. time perspective. D. time relationship. E. time symbolism.

C. time perspective.

94. Which of the following is not an example of an other-oriented value? A. youth/age B. extended/limited family C. tradition/change D. masculine/feminine E. diversity/uniformity

C. tradition/change

119. Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl belongs A. upper-upper B. lower-upper C. upper-middle D. middle E. working

C. upper-middle

12. To survive in a competitive environment, an organization must provide its target customers more __________ than is provided to them by its competition. A. product B. service C. value D. feedback E. attention

C. value

130. Which social class consists of skilled and semiskilled factory, service, and sales workers? A. upper-middle B. middle class C. working class D. upper-lower class E. lower-lower class

C. working class

120. Procter & Gamble is a major consumer packaged goods manufacturer. Which age category provides the greatest opportunity for P&G in terms of growth between 2010 and 2020? A. < 10 B. 20-29 C. 40-49 D. 60-69 E. > 69

D. 60-69

177. Which of the following statements is true regarding ethnic subcultures? A. European ethnic groups constitute a significant and growing part of the U.S. population. B. Hispanics are the largest population group in the South and urban areas in the Northeast and Midwest. C. The influence of one's ethnic heritage on behavior is not influenced by situational factors. D. All subcultures are very diverse, and general descriptions do not apply to all of the members. E. Ethnicity is the only factor that influences an individual's behavior.

D. All subcultures are very diverse, and general descriptions do not apply to all of the members.

155. Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest education levels and median household incomes. Which ethnic group meets these criteria? A. Whites B. Blacks C. Hispanics D. Asian Americans E. South Americans

D. Asian Americans

53. Which of the following statements is false regarding youth and age? A. Mature spokespersons would tend to be more successful in Asian cultures because they have traditionally valued the wisdom that comes with age. B. Arab countries are becoming increasingly youth-oriented. C. American society is youth-oriented. D. Children in all countries have a significant influence on purchases. E. China's policy of limiting families to one child has produced a strong focus on the child.

D. Children in all countries have a significant influence on purchases.

164. Most Asian Americans come from home cultures influenced by __________, which emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband. A. traditionalism B. Judaism C. Protestant Ethics D. Confucianism E. Islam

D. Confucianism

175. Companies interested in marketing to the U.S. Latina should strive to do which of the following in reaching this market? A. Stress "Americanized" culture. B. Downplay Hispanic traditions. C. Communicate only in English. D. Encourage social media communications. E. Stress "Americanized" culture and downplay Hispanic traditions only.

D. Encourage social media communications.

102. This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to reflect reduced physical capabilities and social roles. A. Healthy Indulger B. Ailing Outgoer C. Healthy Hermit D. Frail Recluse E. Ailing Hermit

D. Frail Recluse

106. Which generation was born between 1965 and 1976? A. Generation Z B. Depression generation C. baby boom generation D. Generation X E. Generation Y

D. Generation X

117. Nick was born in 1972. As long as he can remember, his mother worked outside the home. When he was 12, his parents divorced, which was hard on him, but the same thing happened to several of his friends. When both of his parents remarried, his view of a family changed to include all of his stepsisters and stepbrothers. To which generation does he belong? A. Generation Z B. Depression generation C. baby boom generation D. Generation X E. Generation Y

D. Generation X

142. Roger is an adult who has moved back in with his parents. He doesn't believe in sacrificing time, energy, and relations to the extent he sees older workers do for the sake of career or economic advancement. He has a master's degree but does not want to work for a large corporation. To which generation does Roger most likely belong? A. pre-Depression generation B. Depression generation C. baby boom generation D. Generation X E. Generation Y

D. Generation X

141. Erin is 12 years old. Which label is appropriate for Erin? A. little kid B. big kid C. Generation X D. Generation Z E. young adult

D. Generation Z

75. Which country has the largest percentage of its citizens older than 60 years of age? A. Philippines B. Canada C. the United States D. Japan E. Saudi Arabia

D. Japan

78. __________ is based on the cost of a standard market basket of products bought in each country. A. Adjusted gross income (AGI) B. Gross domestic product (GDP) C. Per capita income (PCI) D. Purchasing power parity (PPP) E. Cross-cultural purchasing power (CPP)

D. Purchasing power parity (PPP)

60. Which of the following statements is false regarding cross-cultural marketing? A. Marketing across cultural boundaries is a difficult and challenging task. B. Increasingly, globalization means mutual influence as products, brands, cultures, and values move back and forth across the world. C. There are both subtle and direct ethical issues involved in international marketing. D. While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures. E. Cultures may differ in demographics, languages, nonverbal communications, and values.

D. While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures.

73. The fact that Americans are prone to engage in physical activities and to take an action-oriented approach to problems can be explained through which self-oriented value dichotomy? A. sensual gratification/abstinence B. competitive/cooperative C. diversity/uniformity D. active/passive E. age/youth

D. active/passive

145. Which of the following is not a common single-item index of social class? A. education B. occupation C. income D. age E. All of these choices are common single-item indexes of social class.

D. age

135. The largest, most diverse generational segment is A. Generation X. B. Generation Y. C. Generation Z. D. baby boomers. E. Generation Alpha.

D. baby boomers.

24. How can an organization provide superior customer value to customers? A. by conducting market research B. by offering their products at the lowest price C. by offering extended warranty coverage on products D. by doing a better job of anticipating and reacting to customer needs than the competition does E. by offering more variations of a product

D. by doing a better job of anticipating and reacting to customer needs than the competition does

9. Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the A. value. B. price. C. opportunity cost. D. consumer cost. E. value proposition.

D. consumer cost.

13. The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as A. price. B. position. C. consumer behavior. D. customer value. E. equity.

D. customer value.

101. Harriett wants to describe the population of a new market in which her firm wishes to enter. She wants to describe the population in terms of its size, distribution, and structure. Which of the following should she use? A. psychographics B. behaviorgraphics C. censographics D. demographics E. geographics

D. demographics

72. The United States is comprised of a culture that accepts a wide array of personal behaviors and attitudes, foods, dress, and other products and services. Thus, the United States values A. uniformity. B. collectivism. C. power. D. diversity. E. cooperation.

D. diversity.

69. Charmaine is a member of a junior miss organization that teaches young women how to behave in various social situations. She is learning manners, how to carry herself, and appropriate attire for specific situations. Charmaine is learning A. culture. B. time symbolism. C. symbolism. D. etiquette. E. verbal language.

D. etiquette.

151. The relatively faster growth rate of non-European groups in the United States is due to their A. higher birthrates. B. greater immigration. C. lower death rates. D. higher birthrates and greater immigration. E. higher birthrates, greater immigration, and lower death rates.

D. higher birthrates and greater immigration.

107. Which of the following is strongly associated with occupation? A. income B. education C. age D. income and education E. income, education and age

D. income and education

87. Which of the following is an example of an other-oriented value? A. problem solving/fatalistic B. postponed gratification/immediate gratification C. religious/secular D. individual/collective E. risk taking/security

D. individual/collective

71. Jake is in the market for a new car. He's looking at brands such as Mercedes, Lexus, and BMW because he feels they tell other people that he's successful in life. This is an illustration of which value? A. collectivism B. youth C. masculine D. individualism E. active

D. individualism

58. James used his birthday money to buy a skateboard so that he can be out with his friends at the park skateboarding. Which type of materialism does this represent? A. primary B. secondary C. terminal D. instrumental E. means-end

D. instrumental

134. When comparing income levels by education and gender, which of the following is true? A. men and women earn about the same income if they have the same education B. the difference between men and women on earnings occurs mostly at the lower education levels C. the difference between men and women on earnings occurs mostly at the higher education levels D. men earn more than women at each level of education E. women earn more than men at each level of education

D. men earn more than women at each level of education

118. Which social class consists of office workers, school teachers, lower level managers, plumbers, and factory supervisors? A. upper-middle B. working class C. lower class D. middle class E. lower-lower class

D. middle class

61. Karen's father is an executive for a major international corporation and has been transferred to various countries over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students from all over the world whose parents have jobs similar to Karen's father. With each new school, Karen spends the first few weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she's learned that at each school the kids behave differently. Karen is attempting to learn that student body's specific __________ regarding behavior. A. rules B. guidelines C. precepts D. norms E. prescriptions

D. norms

34. Which is not an external influence on consumer behavior? A. culture B. family C. social status D. perception E. marketing activities

D. perception

68. Jose is from Brazil and is currently enrolled in an MBA program at a U.S. university. He routinely comes to class 30-60 minutes late and does not turn in assignments by the deadline. One of his professors pulled him aside and asked him why he's always late for class and turns his work in late. Jose was surprised that his professor was bothered by this as this behavior is entirely acceptable in Brazil. In fact, it's expected. Which of the following best describes Jose's time perspective? A. spontaneous B. parallel C. monochronic D. polychronic E. variable

D. polychronic

80. In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make purchases. One company went so far as to use a computerized model that monitored the weight of the cash drawer and signaled a need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other countries, such as the United States, where credit card use is more common. Which cultural value does this illustrate? A. hard work/leisure B. competitive/cooperative C. material/nonmaterial D. postponed gratification/immediate gratification E. sensual gratification/abstinence

D. postponed gratification/immediate gratification

14. Amy purchased a new 32" LCD high-definition television and paid $400 for it. This amount of money Amy had to pay to obtain this product is known as the A. total cost. B. value. C. value proposition. D. price. E. consumer cost.

D. price.

67. Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance? A. individual/collective B. competitive/cooperative C. tradition/change D. risk taking/security E. masculine/feminine

D. risk taking/security

41. Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting? A. identifying product-related need sets B. grouping customer with similar need sets C. describing each group D. selecting an attractive segment(s) to serve E. profiling current customers

D. selecting an attractive segment(s) to serve

124. The more consistent an individual is on all status dimensions, the greater the degree of __________ for the individual. A. status maturity B. status permanence C. status inflexibility D. status crystallization E. status flexibility

D. status crystallization

165. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as A. subsegments. B. subgroups. C. secondary markets. D. subcultures. E. reference groups.

D. subcultures.

110. The Martins' household income is $123,000 per year. However, this family estimates that they have $45,000 available to spend on nonessentials such as vacations and entertainment. The $45,000 represents the Martins' A. objective discretionary income (ODI). B. adjusted gross income (AGI). C. adjusted discretionary income (ADI). D. subjective discretionary income (SDI). E. subjective gross income (SGI).

D. subjective discretionary income (SDI).

8. J&J Produce is a distributor of fresh produce. They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard, radicchio, and exotic fruits, and they were willing to pay higher prices for these choices. J&J Produce decided to focus its marketing effort on this segment of the total market. This segment is J&J's A. need set. B. primary market. C. customer set. D. target market. E. market focus.

D. target market.

76. Which of the following is not a factor influencing nonverbal communications? A. etiquette B. time C. relationships D. values E. things

D. values

100. Which of the following is considered a symbol that has varying meaning across cultures? A. colors B. animals C. numbers D. music E. All of these choices are correct.