MKG 410: Chapter 5

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

44

Which of the following is a segment of the African American market identified by Market Segment Research?

A. Contented B. Upwardly Mobile C. Living for the Moment D. Living Day to Day

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

A. degree of acculturation B. social class C. generation D. lifestyle

The relatively faster growth rate of non-European groups in the United States is due to their _____

A. higher birthrates B. greater immigration

The U.S. Census reports Native Americans by _____.

A. one tribe only B. one tribe only or in combination with another tribe C. one tribe only or in combination with another tribe plus in combination with any other race

While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the following is one of those variables?

ALL A.common language B. common religion C. emergence of national Spanish-language media D. emergence of national entertainment figures

Which of the following statements is true regarding ethnic subcultures?

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

Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong?

Arab American

Which of the following was the source of the most immigrants into the United States in 2007?

Asia

Which subculture is the most diverse group, with numerous nationalities, languages, and religions?

Asian Americans

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?

Asian/Pacific Islander

Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a "born-again" experience, and encouraging others to believe in Jesus Christ?

Born-again Christians

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

Cherokee

Which of the following is the largest Native American tribe?

Cherokee

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

Chinese

Much of the American value system and the resultant political and social institutions are derived from the _____ beliefs of the early settlers.

Christian

Henry was born in the United States, but his parents were born in China. He was brought up to be subordinate to his father and his elders, and, when he marries, he will expect his wife to be subordinate to him. Henry is influenced by _____.

Confucianism

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.

Confucianism

Timothy is a 54 year old African American consumer who is content with his life. He prefers to be a follower rather than a leader and is not status conscious. To which segment of the African American market identified by Market Segment Research would Timothy belong?

Contented

Which segment of the African American market identified by Market Segment Research is mature and content with life, tends to be followers not leaders, and are not status conscious?

Contented

Which subculture of Hispanics tends to have incomes well above the others?

Cubans

Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality nationwide?

Direct broadcast satellite (DBS)

Key aspects of Proctor & Gamble's My Black is Beautiful campaign included ____.

E. A. a 12-page advertorial in Essence magazine B. a My Black is Beautiful conversation tour in various U.S. locations C. a web site that provides a forum for discussion and provides ongoing initiatives information D. grants to community-based organizations related to health and education of black women E. all of the above

Which of the following are bases for subcultures in the United States?

E. A. ethnic groups B. religions C. geographic areas D. generations E. all of the above

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

Which of the following are the most commonly described subcultures?

Ethic group

______subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or national background.

Ethnic

Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler offered test drives before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this market.

Event marketing

_____ involves creating or sponsoring an event that has a particular appeal to a market segment.

Event marketing

According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to immigrant parents, is more likely than the previous generation to identify themselves as Americans, is equally split between bilinguals and English as their primary language, and is somewhat less likely to ascribe to traditional values?

First generation adults

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?

First generation adults

Which generation of Hispanic adults was born outside the United States, has the lowest income and education, is most likely to identify themselves as Hispanic, is most likely to have Spanish as their primary language, and is most likely to possess traditional values including a masculine view of the family decision hierarchy?

First generation adults

The generation of Asian Americans which was born in the United States to immigrant parents is sometimes referred to as _____.

Generation 2.0

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

Geographic concentration is aiding marketing efficiency.

Which of the following is the largest ethnic subculture in the United States?

Hispanic

Toys-R-Us 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?

Hispanics

Which of the following ethnic group is predicted to have the youngest median age in the United States in the year 2010?

Hispanics

Which of the following is predicted to be the fastest growing ethnic group in the United States between 2000 and 2020?

Hispanics

Which of the following statements is FALSE regarding marketing to Hispanics?

Hispanics tend to be more receptive than the general market to store brands.

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?

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

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

Israel

LaShonda is an African American high school drop out who works at a minimum wage job. She is very price conscious and buys mostly Wal-Mart store brands of products. Sometimes things seem hopeless for her and her family, and she is very pessimistic about their future. To which segment of the African American market identified by Market Segment Research would LaShonda and her family belong?

Living Day to Day

Which African American market segment identified by Market Segment Research has a low education and income level, is price conscious, and is pessimistic about the future?

Living Day to Day

Nikki is 23 years old, socially active in several community outreach programs, carefree, and image conscious. Which African American market segment identified by Market Segment Research best describes Nikki?

Living for the Moment

Which segment of the African American market identified by Market Segment Research is young, socially active, carefree, and image conscious?

Living for the Moment

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 in the moment

Which segment of Asian Americans identified by Market Segment Research is younger, has moderate identification with their native culture, tends to be bilingual, and is spontaneous, materialistic, and impulsive shoppers who are concerned with status and quality?

Living in the moment

Which of the following magazines is NOT in the Black Men's Top 10?

Maxim

Which of the following statements is FALSE regarding subcultures in the United States?

Religious groups are the most commonly described subcultures.

Which religion heavily influences the Hispanic culture?

Roman Catholicism

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?

Second generation adults

Mexican Americans tend to live in which region of the United States?

Southwest and California

Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the Hispanic teen market. Which of the following would have the greatest impact on this market by helping Hispanic bicultural teens differentiate from the U.S. mainstream?

Stress an urban and spanglish twist on their brands

Which of the following statements is FALSE regarding African American Internet usage?

The percentage of college-educated African Americans who use the Internet is the same as the general population.

According the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to U.S.-born parents, has the highest education and income levels, is most likely to identify themselves as Americans, is most likely to have English as the primary language, and is somewhat less likely to ascribe to traditional values?

Third generation adults

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?

Third generation adults

In terms of the Asian American market, which segment identified by Market Segment Research is older, often retired, has strong identification with their original culture, tends to use their native language as their primary language, and is not concerned about status?

Traditionalists

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?

Traditionalists

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?

Traditionalists

Robert is an African American active in sports. He is a status-conscious professional who is financially secure and optimistic about his and his family's future. Which segment of the African American market identified by Market Segment Research best describes Robert?

Upwardly Mobile

Which segment of the African American market identified by Market Segment Research is composed of active, status-conscious professionals who are financially secure and optimistic about the future?

Upwardly Mobile

The degree to which an immigrant has adapted to his or her new culture is known as ___

acculturation

Compared to the white population, African Americans tend to _____

be younger

Bicultural Hispanic teens tend to ____.

feel more pressure to blend in and "be American" than their parents

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

geographic regions

Research by Yankelovich finds wide differences among African Americans represented by two distinct segments labeled "market leaders" and "market followers." Compared to "market followers," "market leaders" _____.

have less of a need to be seen as "hip and cool"

According to the Bureau of the Census, a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race is defined as a(n) _____.

hispanic

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) _____.

hispanic

Which of the following is NOT a way that retailers have responded to the needs of the Hispanic market?

lowering prices on nationally-branded products

Shondra is an African American who does not feel the need to be seen as "hip and cool." She doesn't use brands to indicate to others her style and identity and tends to be less brand loyal and more price sensitive than others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra?

market followers

Jimmy is an African American who wants to be on the cutting edge and to set trends. He has an income sufficient to allow him to buy the "latest and greatest," and he has a strong need to be seen as "hip and cool" and uses brands to communicate his unique style and identity. He is not price sensitive and is brand loyal. In terms of Yankelovich's segments of African Americans, which one best describes Jimmy?

market leaders

What are the two distinct segments of African Americans identified by Yankelovich?

market leaders and market followers

What percentage of Arab Americans are U.S. citizens?

more than 80 percent

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?

regional

What is the major difference between white and black shoppers' store selection criteria?

respect

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.

secular society

A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a

subcultural

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

subcultural

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

subcultures

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