MKTG 3730 Chp 3

The term "_______ ________" refers to the efforts of consumers to reduce their dependence on consumption and material possessions, particularly American consumers, in light of the recent recession

voluntary simplicity

What is the term used for consumers' efforts to reduce their reliance on consumption and material possession?

voluntary simplicity

When are product modifications for lesbian, gay, bisexual, transgender, and queer (LGBTQ) consumers beneficial, or even necessary?

when it comes to areas such as television, marriage, and financial services

Unlike most other traditional societies, American culture has always valued

youth

Match the type of marketing to its correct definition

Social marketing = is done to enhance the welfare of individuals or society, but does not directly benefit a firm Cause marketing = marketing an issue with the goal of improving sales or corporate image while providing benefits to the cause

The value of individualism is illustrated by

the desire to customize cars, trucks and motorcycles

According to researchers, cultural creatives are Americans who _____

embrace diversity, like foreign and exotic things, and value self-expression

The approach firms take to convince environmentally concerned customers that their products are environmentally sound and thus reap huge rewards is referred to as

enviropreneurial marketing

Evolving gender roles in American society has reflected a shift in other-oriented cultural values toward

femininity

When did American values notable begin to shift toward an emphasis on leisure and immediate gratification?

following World War II

The result of Americans favoring materialism is the

formation of a consumption-driven society

____________ refers to the behaviors considered appropriate for males and females in a given society

gender roles

Natural Lawn Care is a company that produces environmentally-friendly lawn care products such as weed killers, and pest control products. It gives a percentage of its sales back to environmental causes and educates the public on environmental topics. Natural Lawn Care is practicing

green marketing

_________ refers to the practice of marketing products or services with purported environmental benefits, but not delivering the promised benefits in reality

greenwashing

Americans are known for their strong tradition of ____, which continues to be an important self-oriented cultural value

hard work

The most likely reason that messy homes are becoming more acceptable in America is

increased time demands caused by work

Green marketing and marketing to gay and lesbian customers are examples of marketing that

is responding to evolving American values

Traditionally, American culture had a limited family-oriented values primarily because

it was settled by immigrants who moved around a lot as the nation grew

Which statement about religion in American society is correct?

A majority of Americans claim a religious affiliation

Which type of charity appeal has research suggested might be more persuasive to male consumers than female consumers?

promoting self-help

In contract to collectivistic consumers, highly individualistic consumers are more likely to

react negatively to unsatisfactory purchases

In the United States there is strong emphasis on the environment-oriented cultural value of _____ because of the most recent economic recession

security

Current American society's increasing secularism has led to the growing acceptance of the self-oriented cultural value of _____ despite the efforts of consumer and government agencies to curb it

sensual gratification

The term that denotes whether a person is biologically a male or a female is

sex

Which is true of online advertising targeting LGBTQ communities?

A number of corporations are adding content to appeal to LGBTQ people

What are some reasons that the United States is considered basically a secular society?

-No religious group controls the political process -A religious group does not control the government

What would be typical consumption patterns for people that regard religion as important?

-They might attempt to regulate the purchase of "sin" products as liquor or pornography -They tend to purchase religious objects and books -They might avoid or boycott products that go against their beliefs

What two factors have been found to influence American's strong material orientation?

-television -social media

The FTC guidelines called the "Green Guides" seek to do what?

-to prevent the practice called greenwashing -to focus on qualifying claims for products that are beneficial to the environment

Traditionally, Americans have placed emphasis on what?

-working hard -abstinence -religion

3 accurate statements regarding marketing to LGBTQ consumers are:

1. Gay people tend to read publications and visit websites that are geared toward the general population 2. Marketers know that gay consumers tend to be more tech savvy so they take this into account when developing websites 3. To reach both the mainstream and LGBTQ markets, ads using symbolic gay icons appears to be an effective tactic

What 3 events led to an increased emphasis on security during the period from 1930 through the mid-1980s?

1. World War II 2. the Great Depression 3. the Cold War

What are the traditional and current attitudes of Americans about change?

Americans have always been receptive to change

3 concerns that consumers have that prevent them from purchasing green products:

1. green claims cannot be trusted 2. green products are of a lower quality 3. green products are too expensive

Three reasons for the marketing of cosmetics, medicines, and hair care products to older customers are:

1. the increasing disposable income of older customers 2. the desire of older customers for a younger appearance 3. the growing number of older citizens

Which statement about age portrayal in advertising is correct?

Because people often feel younger than their actual age, advertisers prefer to use younger models in their ads

_______ refers to environmentally friendly marketing practices, strategies, and tactics that a firm employs to obtain an ambitious distinction

Enviropreneurial marketing

True or false: For consumers that identify as being religious, the inclusion of a religious symbol on a product automatically makes them more inclined to buy that product

False

True or false: In terms of shifting gender roles in the United States today, the only role shift that has occurred has been of women taking on traditionally male-oriented tasks

False

True or false: The risk-taking orientation in Americans is losing its value and is going to be lost forever

False

What was the effect of the "Great Recession" on American consumers?

It temporarily encouraged Americans to save more and pay down debt

Why did traditional American society place a high value on youth?

It was a quality vital to the transformation of a wilderness into an industrial nation

Which statement best describes the American approach to either an active or passive life?

Most Americans take an active approach to both leisure and problem-solving activities

What is an accurate statement about product modifications in the context of the lesbian, gay, bisexual, transgender, and queer (LGBTQ) consumers?

Most LGBTQ consumers are similar enough to other consumers to eliminate the need for product modifications

Which statement is accurate concerning how active American children are?

The time they spend in scheduled activities has increased

True or false: More Americans are becoming accepting of the gay and lesbian communities, especially in terms of individual rights

True

What is greenwashing?

When firms promote environmental benefits that are unsubstantiated and on which they don't deliver

Unlike social marketing, cause-related marketing

directly benefits a company

Religious orientation is closely tied to America's traditional belief in the virtue of

abstinence

Historically in the United States, automobile purchase decisions were made by males alone. What percentage of women today influence vehicle purchase decisions?

around 80 percent

Gender roles are ______ roles

ascribed

Match the gender role to its correct description

ascribed role = based on a characteristic over which a person has minimal control achievement role = based on performance criteria over which a person has a level of control

Americans are known to take great pride in their ______ cultural orientation, which has traditionally been valued and continues to be valued

problem-solving

Among the important female market segments in the United States, the ____ segment has grown significantly in the past thirty years

career working woman

_____________ refers to marketing that connects a firm and its products to an issue or cause with the goal of enhancing sales or corporate image while benefiting the cause

cause marketing

Americans have for a long time valued and still continue to value

cleanliness

The other-oriented value of _______ in American society is so firmly entrenched that it is reflected in the country's social, political, and economic systems

competitiveness

People who work in fields like science, health care, architecture, and engineering are referred to by one expert as the ________ and they are the driving force for change in the United States

creative class

Today, Americans largely have a limited family-oriented values because their

culture facilitates high geographic and social mobility

Americans place a high value on sensual gratification, and this reflects in their lack of willingness to ______ despite debt or discomfort over spending levels

delay pleasures

How have the increasing wealth, independence, and buying power of women impacted products in the United States?

many once masculine products are being designed for women

In the context of other-oriented cultural values in the United States, Americans have emphasized _____ for a long time

masculinity

In the context of self-oriented values, one of the major reasons that Americans work hard is their

material orientation

Match the genders to what they are most likely to focus on in the event of a service failure

men = focus on the resolution of the problem women = focus on the process involved in problem resolution

Match the genders to the types of marketing appeals they are most likely to be responsive

men = self-help appeals women = help-others appeals

Match the genders to what they find important in the resolution process of a service failure

men = they are less likely to want to have a say in the resolution process women = they are more likely to want to have a say in the resolution process

What type of gender orientation do Americans prefer in their marriages?

modern

Americans are currently shifting to a focus on the environment-oriented value of

performance

The expansion of women's roles in America has made the purchase of

potentially harmful products socially admissible for women

During the past economic recession, a majority of Americans were shown to highly value ______ _______

problem solving

The contemporary American consumer is most likely to purchase brands with a high status if

they produce style and functionality as well as reputation

Why has the emphasis on teamwork and cooperation in American educational institutions and corporations increased?

to equip the group to successfully compete with other groups

When it comes to social media use, what is the prominent goal for women?

to find coupons and promotions

When it comes to social media use, what is the prominent goal for men?

to gather information

Match the gender orientation to the married lifestyle that is best describes

traditional = the husband handles financial responsibilities, whereas the wife handles domestic and parental responsibilities modern= the husband and wife share financial, parental, and domestic responsibilities

Match the significant female market segments to the characteristics that describe them

traditional housewife = stays at home and obtains satisfaction and meaning from household and family maintenance trapped housewife = would rather work but stays at home because of children and family pressure and is concerned about lost opportunities trapped working woman = would rather stay at home but works due to financial necessity and family pressure and doesn't get satisfaction from work career working woman = works and obtains satisfaction and meaning from it but doesn't enjoy household maintenance

Traditionally, Americans have placed a high value on the other-oriented value of ______, but recent trends show that a majority of Americans currently place a higher value on _______

uniformity; diversity

The success of a firm's marketing strategy depends on its marketing mix being consistent with the

value system of its target market

Beliefs that are widely held in a society and that are associate with desirable behavior are called cultural ____

values