MKG 310 conusmer behavior Ball State Dr. George Gannage

By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups?

47 percent

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

51

Which of the following represents the largest national background of Asian Americans?

chinese

Which of the following is NOT a factor that creates problems in literal translations and slang expressions?

differences in the direction in which written words are read

Green marketing, like food supplement marketing, is unregulated, and marketers can make unsubstantiated claims without penalty.

false

Trademarks

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

________ are rules that specify or prohibit certain behaviors in specific situations.

norms

Which of the following is NOT a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

Violation of cultural norms results in ________, or penalties ranging from mild social disapproval to banishment from the group.

sanctions

America is basically a secular society.

true

The gay market has been estimated to comprise ________ percent of the adult U.S. population.

7

In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and they expect others to do so as well. Which aspect of culture best explains this behavior?

Culture is acquired, that is, it is learned

Which of the following statements is TRUE regarding marketing to Asian Americans?

Geographic concentration is aiding marketing efficiency.

Which of the following statements is TRUE regarding Americans' other-oriented values?

Since World War II, Americans have increasingly valued diversity.

Which of the following is NOT a critical question for developing marketing communications?

Who do we want to communicate with? What message will achieve the desired result? What media should we use? What effect do we want to have? All of the above are critical questions.

The horizontal axis in the HLC/occupational category matrix represents ________, which provides a range of acceptable solutions.

a set of occupational categories

Bicultural Hispanic teens tend to ________.

acculturate by adding another culture, not by replacing their first culture

________ are based on performance criteria over which the individual has some degree of control.

achievement roles

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?

active/passive

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

after the end of world war II

Which of the following is a traditional American value?

all of the above youth competition hard work active

Which segment of the African American market identified by Yankelovich is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM?

black onlines

How can an organization provide superior customer value to customers?

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

Huata is a Native American from the largest tribe in the United States. Which tribe does she come from?

cherokee

Many Jeep owners elect to become members of a Jeep ________ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep.

community

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?

conducting a market analysis

LaShonda is an African American high school student who lives with her single mother. She is tech savvy, watches BET, and buys brands that are popular with her culture. To which segment of the African American market identified by Yankelovich would LaShonda belong?

connected black teens

Which African American market segment identified by Yankelovich is teens living at home, with more than half raised by a single parent, is tech savvy, and is brand conscious, especially those brands popular with their culture?

connected black teens

________ 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.

consumer behavior

The process in which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplaces is known as ________.

consumer socialization

Stephen is 19 years old and is a participant in social media in that he creates content of his own—Web pages, blogs, videos, and video uploads to places like YouTube. Which category of social media is Stephen?

creator

norms are derived from

cultural values

________ is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.

culture

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 ________.

customer value

Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs more than $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 women in this group are also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe?

describing each group

Which of the following is enabling the growth of a global culture?

education mass media travel work all of the above

Which of the following is considered an "older" (i.e., >64) stage of the household life cycle?

empty nest I

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?

environment-oriented

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?

established

India is a homogeneous country.

false

Lifestyle is the totality of an individual's thoughts and feelings about him or herself.

false

Marketing skills include a firm's financial expertise, general managerial skills, production capabilities, research and development capabilities, technological sophistication, and reputation.

false

Materialism is an emerging American self-oriented value.

false

Shoppers who only care about mall essentials are known as destination shoppers.

false

The Single I stage of the household life cycle is basically the unmarried members of the baby boom generation.

false

The middle-aged single category is only made up of people who have never married and have no child-rearing responsibilities.

false

cultures are static and rarely change

false

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?

family struggles

Stacy and Adam have just had their first child, and they hope to have two more. They can expect expenditures on which of the following to increase?

food at home

Which of the following is considered a "younger" (i.e., <35) stage of the household life cycle?

full nest I

________ refers to the traits of femininity and masculinity.

gender identity

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

gender roles

The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of ethnic groups to specific ________.

geographic regions

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?

global dreamers

Which of the following is predicted to be the fastest-growing ethnic group in the United States between 2010 and 2030?

hispanics

Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of influence does the Church possess with respect to Valerie and her family?

identification

What is the first step in market segmentation?

identify product-related need sets

Which of the following is one of the defining characteristics of American society?

individualism

While Katie and Matthew are the children in the family, they do influence the alternatives considered for their family's summer vacation. What role do Katie and Matthew play in this family decision?

influencers

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?

injuirious consumption

Which of the following is NOT a country from which Arab Americans come?

israel

________ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.

lifestyle

There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on ________.

lifestyle degree of acculturation social class generation all of the above

Forty-eight percent of females classified as "single I" ________.

live with others

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?

living for the moment

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?

marketing strategy

Which of the following is a self-oriented value?

material/nonmaterial

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?

monochronic

What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?

must have internal policies that do not discriminate against gay employees

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?

nonverbal communications

Which is NOT an external influence on consumer behavior?

perception

Amy purchased a new 32-inch 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 ________.

price

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

pricing products lower than the competition

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

recycled content recyclable biodegradable ozone friendly all of the above

Which of the following is an example of a self-oriented value?

religious/secular

Which religion heavily influences the Hispanic culture?

roman catholicism

For which product category would a reference group's influence be strongest?

running shoes

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) ________.

sanction

Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing ________.

social marketing

Which group classification variable refers to the closeness and intimacy of the group linkages?

strength of social tie

The different religions in America prescribing differing values and behaviors are known as religious ________.

subcultures

The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the ________.

target market

A family purchase decision differs from an organizational decision in ________.

the level of emotion invovled

Which changing American value has been blamed for the fact that people age 18 to 40 are most likely to admit that they are spending beyond their comfort range?

the shift toward immediate gratification

Which of the following is NOT an other-oriented value?

tradition/change

Which type of family consists of a married couple and their own or adopted children living at home?

traditional family

A major difference between the full nest II and the delayed full nest I stages of the household life cycle is the age of the children.

true

A target market is that segment(s) of the larger market on which a company will focus its marketing effort.

true

Asian Americans are the highest educated and highest income group with substantial purchasing power.

true

It is critical that a firm consider value from the customer's perspective.

true

Marketing to African Americans should be based on the same principles as marketing to any other group.

true

Observable shifts in consumer behavior are often due to underlying shifts in cultural values.

true

The changing and expanding roles of women throughout much of the world is creating new opportunities as well as challenges for marketers.

true

Though Americans are increasingly focusing on cooperation and teamwork, it is done so that the team or group can outperform some other team or group.

true

Karen and her kids were hungry and were trying to decide where to eat for dinner. After several minutes of bickering, Karen decided where they were going to go. Her children balked at her decision and asked why she got to decide, and she said, "Because I'm your mother and I said so!" Which approach did Karen use to resolve this family conflict?

use of authority

To survive in a competitive environment, an organization must provide its target customers more ________ than is provided to them by its competition.

value

Which of the following is NOT a factor influencing nonverbal communications?

values

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

word-of-mouth