Consumer Behavior Test 2 Chapter 3

The LGBT (Lesbian, Gay, Bisexual, and Transgender) or gay market has been estimated to comprise __________ of the adult U.S. population.

2-5%

Which of the following is a reason why women are an important target market?

A high percentage of women work outside the home.

Which of the following statements is false regarding Americans' environment-oriented values?

Americans traditionally have not been very receptive to change.

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

True/ False compared to the general population, gay consumers tend to be less tech savvy.

False

True/False Americans have always valued diversity.

False

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

Gender roles

Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

Socially concerned.

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

Voluntary simplicity

Which of the following is a current American value?

active

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

ascribed role

Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers?

attribution oriented

Target stores give one percent of a customer's purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of

cause-related marketing

Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

cause-related marketing

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

cause/social marketing

Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors?

corporate equality index

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

What percentage of American adults exercise regularly?

less than 50%

Which of the following is a self-oriented value?

material/nonmaterial

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

Heather and Jeff live on a farm in Iowa with their three children. They are concerned about the environment because of the high cost of heating their home in winter. Which environmental activism segment best describes Heather and her family?

proud traditionalists

is done to enhance the welfare of individuals or society without direct benefit to a firm.

social marketing

Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?

socially concerned

A shift from a focus on sensual gratification to abstinence in America would most likely affect

the types of advertising themes used.

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

the use of comparative advertising

Which of the following is a traditional American value?

youth competition active hard work

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