MARKETING FINAL - CHAPTER 13

A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others. A) network B) subculture C) micro culture D) cohort

B

A church that serves 2,000 or more congregants per week is called a ________. A) mass church B) megachurch C) large church D) mainstream church

B

A nuclear family consists of ________. A) a mother and at least one child B) a mother, a father, and at least one child C) two generations of a family D) three generations of a family

B

Mainstream marketers used to avoid religion topics; now they actively target church members.

TRUE

Members of Generation X have been termed "slackers" and "baby busters."

TRUE

People born between World War I and World War II belong to the Silent Generation.

TRUE

List and explain the seven age cohorts.

1. The Interbellum Generation-people born at the beginning of the 20th century. 2. The Silent Generation-people born between the world wars. 3. The War Baby Generation-people born during World War II. 4. The Baby Boom Generation-people born between 1946 and 1964. 5. Generation X-People born between 1965 and 1985. 6. Generation Y-People born between 1986 and 2002. 7. Generation Z-People born after 2003.

An age cohort that describes kids who were born in 2003 and later is ________. A) Generation Z B) Eco Boomers C) Generation Y D) Generation X

A

Gen Y'ers are totally at home in a ________ that communicates online and by cell phone (more likely via text and IM than by voice). A) thumb culture B) the tween market C) the gray market D) microculture

A

In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture. A) assimilation B) maintenance C) segregation D) resistance

A

Items such as Swiffer, Keurig, and Dove target ________. A) Baby Boomers B) Gen Z C) Gen Y D) Gen X

A

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture. A) high-context B) low-context C) progressive D) paradigm

A

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation? A) autonomy vs. belonging B) rebellion vs. conformity C) idealism vs. pragmatism D) narcissism vs. intimacy

A

Which of the "Big Three" American subcultures makes up 13 percent of the population? A) African American B) Hispanic American C) Asian American D) Arab American

A

________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word. A) High-context culture B) Low-context culture C) Mid-context culture D) Host culture

A

________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information. A) Geodemography B) Senior market C) Consumer identity renaissance D) Perceived age

A

Older adults that control more than 50% of discretionary income are considered the ________ market. A) boomer B) senior C) millennial D) echo boomer

B

Advertising to teens typically depicts ________. A) respected adults recommending the product B) qualified experts explaining product benefits to teens C) "in" teens using the product D) family members of two or three generations using the product together

C

An age ________ consists of people of similar ages who have undergone similar experiences. A) culture B) paradigm C) cohort D) model

C

Immigrants to the United States who exhibit ________ tend to live and shop in places separated from mainstream Anglo consumers. A) warming B) adaptation C) segregation D) movement

C

A component of a person's subculture is ________. A) age B) race C) ethnic background D) all of the above

D

An extended family unit is characterized by ________ living together. A) one parent and at least one child B) two parents and at least one child C) two generations of a family D) three generations of a family

D

Gen Y individuals are also included as ________. A) Echo boomers B) Millennials C) Generation X D) Both A and B

D

Members of which of the following age cohorts are part of today's senior market? A) Generation Z B) Generation Y C) Generation X D) The War Baby Generation

D

Most religion-oriented marketing activity in America can be traced to the ________ community. A) Jewish B) Baby Boomer C) Muslim D) born-again Christian

D

A mother, a father, and one or more children are considered an extended family.

FALSE

Acculturation agents may come from the culture of immigration, but not from the culture of origin.

FALSE

Age cohorts share similar problems because they are more genetically similar than are people from other types of cohorts.

FALSE

Americans between the ages of 35 and 64 are the focus of almost 50 percent of all advertising expenditures.

FALSE

An age cohort consists of people of different ages who have similar experiences.

FALSE

Asian Americans as a whole tend to be an easy target to communicate with because of their cultural similarity to one another.

FALSE

Asian Americans, though much smaller in absolute numbers, are the fastest-growing racial group.

FALSE

Bill jokes that a nuclear family is one that is about ready to explode because having your grandmother living with you can cause a lot of disruptions. Although Bill's humor is questionable, his labeling of a family living with a grandparent as a nuclear family is correct.

FALSE

Green bagels and green beer on St. Patrick's Day are both examples of de-ethnicization.

FALSE

Low-context culture group members tend to be tightly knit, and they infer meanings that go beyond the spoken word.

FALSE

A subculture is a group whose members share beliefs and common experiences that set them apart from others.

TRUE

Alcoholics Anonymous and Weight Watchers follow the spiritual-therapeutic model.

TRUE

Asian Americans' median income is 28% higher than the U.S. average, and they are almost twice as likely to have graduated from college.

TRUE

Christy, Jillian, and Robert were all born between 1965 and 1985; they are considered part of Generation X.

TRUE

Couples who are better educated on average and choose not to have children are considered DINKS.

TRUE

Culture of origin is considered one of the acculturation agents mentioned in the text.

TRUE

Gen Yers tend to hold relatively traditional values and prefer to fit in rather than rebel.

TRUE

Gen Z is the most diverse generation in American history.

TRUE

Jim Smith, Don Carson, and Jeff Sweeney are all 54 years old, so they can be sorted into ________. A) an age cohort B) subculture C) Gen Z D) nuclear family

A

________ are 8- to 14-year-old children. A) Gen Y B) Tweens C) Millennials D) Echo Boomers

B

Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel many things about the American culture. In doing so, the professor was acting as a(n) ________. A) cohort B) acculturation agent C) guidance agent D) ethnographer

B

Maria Gomez is thrilled to be in the United States. After spending her childhood years in Mexico, she is looking forward to the freedom given to teenage girls in the United States. "I can wear shorts, pantsuits, and even halter tops and no one will think badly of me," says Maria. Maria is in the process of ________. A) maintenance B) adaptation C) resistance D) segregation

B

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today? A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence. B) Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services. C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them. D) Most have refused government support and are going through a hermitization process. They don't trust anyone under 60.

B

Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to Japanese women. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model. A) life course paradigm B) progressive learning C) warming D) consumer renaissance

B

People born between 1946 and 1964 belong to ________. A) Generation Y B) the Baby Boomer Generation C) Generation X D) the Interbellum Generation

B

The actual number of years a person has been alive is their ________ age. A) perceived B) chronological C) confirmed D) cohort

B

The cultural learning acquired through ________ leads immigrants to a process of adaptation. A) maintenance B) translation C) resistance D) segregation

B

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the musical The Book of Mormon are evidence of which of the following? A) Megachurches provide marketing opportunities for niche marketers. B) Religious themes can be effectively used by mainstream marketers. C) Born again Christians are the primary religious market in the U.S. D) Church leaders impact the consumption practices of their followers.

B

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________. A) warming B) deethnicization C) acculturation D) deculturization

B

Which statement about Asian Americans is true? A) Asian Americans constitute the largest subculture in the United States. B) One unifying factor that helps to describe the Asian American subculture is an emphasis on family. C) Asian Americans have a common language that acts as a unifying cultural agent. D) Asian American households are larger than most other ethnic households in America.

B

With respect to the acculturation process, what is the relationship between maintenance and segregation? A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subculture values of new immigrants and physically segregating members of new subcultures into separate groups. B) New immigrants often attempt to maintain their old cultural backgrounds by segregating themselves, living and shopping in physically separated areas from the main culture. C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants. D) The relationship is subtle. There is constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.

B

Shannon Reeves and Tish Phillips remember their days as student protesters in the 1960s. Shannon remembers seeing Jim Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________. A) paradigm B) renaissance C) cohort D) perception

C

The first thing D'Andrea was asked when she went to work for an advertising firm is how to promote to African Americans. After careful consideration, which of the following is the best advice D'Andrea could give her new employers? A) Separate advertisements to this ethnic subculture are never done and should not be considered. B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups. C) African American children tend to gravitate toward toys and characters that look like them. D) All promotions to African Americans have to take into account the market's income, which has been declining drastically over the last two decades.

C

The process of movement and adaptation to one country's cultural environment by a person from another country is called ________. A) immigration B) de-ethnicization C) acculturation D) progressive learning

C

What is the most powerful age segment economically in the United States? A) Generation X B) Generation Y C) The Baby Boomer Generation D) The Silent Generation

C

Which American ethnic subculture is the fastest-growing racial group? A) Hispanic American B) African American C) Asian American D) American Indian

C

Which generation consists of people whose parents established families following the end of World War II and during the 1950s when the peacetime economy was strong and stable? A) Generation X B) Generation Y C) The Baby Boomer Generation D) The Silent Generation

C

Which of the following statements about teenagers is true? A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults. B) Most primitive cultures have isolated youth between the ages of 13 to 17 as being unstable and incapable of membership in adult life. C) The label teenager entered the general U.S. vocabulary when Frankie Lymon and the Teenagers became the first pop group to identify themselves with this new subculture. D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.

C

________ foods are permissible under the laws of Islam. A) Kosher B) Organic C) Halal D) Tudung

C

________ refers to the factors that motivate people to physically uproot themselves from one location to another. A) Assimilation B) Adaptation C) Movement D) Translation

C

Nearly 60% of the Hispanic American population are of ________ descent. A) Cuban B) Dominican C) South American D) Mexican

D

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords, but still have media available at any time. The lifestyle created by this approach is referred to as ________. A) identity renaissance B) cosplay C) distinct-styling D) connexity

D

People and institutions that teach the ways of a culture are called ________. A) progressive learning models B) ethnography facilitators C) host cultures D) acculturation agents

D

The ________ Generation includes people who were born between the two world wars. A) Interbellum B) War Baby C) Baby Boomer D) Silent

D

The lack of marketing information about religion is primarily due to ________. A) the small number of people who are influenced in the marketplace by religious issues B) the dollar value of the Christian market being very low C) traditional bigotry toward religion D) religion being somewhat of a taboo subject among researchers

D

Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes. A) assimilation B) maintenance C) resistance D) warming

D

Which of the following best explains why marketers view teens as "consumers-in-training"? A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. B) Marketers typically do not begin targeting consumers until they are teenagers. C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

D

Which of the following is NOT one of the basic conflicts common to all teens? A) autonomy vs. belonging B) rebellion vs. conformity C) narcissism vs. conformity D) idealism vs. activism

D

People born between World War I and World War II belong to the Baby Boomer Generation.

FALSE

Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are experiencing autonomy versus belonging conflict.

FALSE

The "Big Three" American ethnic subcultures are African Americans, Hispanic Americans, and Jewish Americans.

FALSE

People born during World War II would belong to the War Baby Generation.

TRUE

Perceived age is how old a person feels.

TRUE

The Prizm System classifies every U.S. zip code into 1 of 66 categories, ranging from blue-blood estates to public assistance.

TRUE

The term "Asian" refers to 20 ethnic groups, the largest of which is Chinese.

TRUE