MKT 334- LS4
A generation in the United States born between the end of World War II and 1964 and characterized by high birthrates is
the baby boom generation
Which generation in the United States belongs entirely to the mature market?
the pre-Depression generation
The population growth in the United States is expected to ____________ over the next few decades
remain steady
Match the basic approaches to measuring social status to their descriptions
single-item indexes = these estimate social status on the basis of one dimension such as occupation, education, or income, and are usually lower in accuracy multi-item indexes = these consider many variables simultaneously and weight these according to a scheme that mirror societal perceptions
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to lifestyles, attitudes, and values is known as a(n)
social class system
What does the Hollingshead Index of Social Position (ISP) measure?
social status
A person's position in society relative to others and based on one or more dimensions valued by society is known as
societal rank
An individual is said to have a high degree of ______ when he or she is consistent on all status dimensions that are valued by a society
status crystallization
A consumer's estimate of how much money is available to spend on nonessentials is known as
subjective discretionary income
What type of employee is associated with the American middle class?
teacher
A generation in the United States that consists of people who were born between 1930 and 1945 and experienced World War II as children, with music and television being an important parts of their lives, is
the Depression generation
Consumers aged 55 and over in the United States are collectively known as ______ in marketing
the mature market
According to the Coleman—Rainwater system of classifying the American population, which group has the highest proportion of people in the United States?
the middle class
Generation Y is known for showrooming which is a practice that allows them to
try on clothing in a store but buy it online
What are 3 common characteristics of members of Generation X?
1. Reached adulthood during difficult economic times 2. First generation raised in dual-career households 3. Path to success less certain than prior generations
Which two statements about Generation X women are true?
1. Xer women are more highly educated than men 2. Xer women have felt empowered to engage in home improvement projects
What are two achievement-oriented factors that represent status continua in the United States?
1. education 2. income
What are two characteristics of the pre-depression generation?
1. it has high mortality rates 2. it is rapidly reducing in size
When Tonya goes shopping with her mother, Tonya is looking for the latest fashion or make-up while her mom searches for new kitchen towels and rugs. Which demographic characteristic is most likely affecting their shopping styles?
age
The five women in Heather's book club were all born in the early 1960s and grew up in the same social and political environment. These women are an example of a(n)
age cohort
As children of the baby boom generation, Generation Yers are sometimes referred to as the _______ boom
echo
Cassandra is struggling to move into a management position at work. Everyone who gets promoted has a four-year degree so she decides to enroll in a management course to see if that makes her work more appealing to the hiring team. Which demographic seems to be affecting Cassandra at work?
education
In the United States, _________ is increasingly necessary to obtain a "family wage" job
education
The factors that are strongly associated with occupation include
education and income
Status continua is evident in the United States through ascribed dimensions of social status such as
gender
A segmentation approach to the mature market that incorporates aging processes and life events related to the physical health and mental outlook of older consumers is known as
gerontographics
The income divide in the United States is
growing
Marriage and family are becoming increasingly delayed until people reach their 30s. What product is affected by this change?
home sales
In the United States, which social class is considered the "new rich?"
lower-upper class
Who is most likely to engage in conspicuous consumption?
lower-upper class
One way marketers can use the class to mass approach is by fostering the idea of _____ products to the upper-middle class.
"affordable luxury"
Members of Generation Alpha were born starting in
2010
What percentage of Americans have completed a college education?
31%
______ are Americans who are characterized by high incomes, high education levels, dual-career households, time poverty, the "empty nest" phenomenon, and the concept of active retirement.
Baby boomers
How does the baby boom generation identify with retirement?
Baby boomers are expanding on the concept of active retirement
True or false: Consumers in the depression generation prefer the rapid, brief receipt of information via social media channels
False
True or false: Education doesn't typically have an influence on consumer preferences
False
True or false: Generation Y is the least concerned with issues of diversity and inclusion
False
True or false: Members of the lower-lower class typically have full-time employment and are not dependent on government programs for financial support.
False
True or false: Urban revitalization has had no effect on the American lower classes.
False
The first American generation to face the issue of reduced expectations because of limited wages and job opportunities for young people is
Generation X
Which generation was born between 1965 and 1976?
Generation X
A generation in the United States that was born between 1977 and 1994, has recently grown due to immigration to rival the baby boom generation, and is the first generation to have full-employment opportunities for women is
Generation Y
A generation that was born between 1995 and 2009 in the United States that has been labeled Digital Natives, Generation @, and the Net Generation is
Generation Z
Which generation claims to be the "first true digital natives?"
Generation Z
Why is Bill Gates identified as a member of the lower-upper class in America?
He is relatively new in terms of upper-class social status
Why would a company use advergaming to attract Generation Y customers?
It allows them to place an ad within a video game
Which of these individuals is engaging in conspicuous consumption?
Jamal's NBA career wasn't enough to gain him access to the private club so he decided to prove his wealth by buying four homes and a yacht.
Based on what he knows about Millennials, Jacob predicts that they will continue to embrace healthy eating and exercise more so than generations before them. Jacob's prediction is a result of
a cohort analysis
A major challenge being felt by the baby boom generation more than other generations is the need to
act as caretaker for aging parents
What theme are marketers stressing more today than in the past when promoting products to the depression generation?
active lifestyles
A group of persons who have experienced a common social, political, historical, and economic environment is known as a(n) _______ or a generation
age cohort
Subjective discretionary income represents
how wealthy a person feels while making a purchase
What does a company do in a class to mass strategy?
it creates opportunities for less affluent customers to afford and purchase luxury products
A consequence of a class to mass strategy employed by a company is that it
may require trade-offs on the part of a consumer
What do many working-class aristocrats in the United States dislike?
the upper-middle class
Why are demographics frequently used by marketers?
to segment and describe their markets
Which social class in America is most likely to live in marginal neighborhoods and is not able to move out if the area becomes unsafe?
working class
Currently, Generation Alpha consists mostly of
young children
The company's marketing plan was a disaster because they attempted to sell life insurance to senior citizens via Facebook ads. What demographic factor did the company fail to take into account?
age
Which generation was born before 1930?
pre-depression generation
What are 3 characteristics associated with Generation X?
1. Members are materialistic and want more 2. This generation is sophisticated about products 3. They tend to delay marriage
The 60 and over age group is expected to have the largest growth. What three areas of consumer goods could be affected by this demographic?
1. second homes 2. vacations 3. financial services
What are 3 factors behind the steady overall growth of the United States population?
1. the baby boom generation 2. longer life expectancies 3. significant immigration
What are 3 overall characteristics marketers should keep in mind when promoting to Generation Z?
1. Honesty 2. Humor 3. Diversity
Match the following social class divisions based on the Coleman-Rainwater classification to their descriptions
upper class = it is divided into 3 groups on the basis of occupation and social affiliation, and it compromises 14% of all Americans middle class = it is divided into 2 groups, both of which have average incomes, and it forms 70% of the American population lower class = it is divided into 2 groups on the basis of proximity to the poverty level, and it compromises 16% of all Americans
Characteristics of the American ______ class include lack of education, marginal housing in unsafe neighborhoods, and high levels of injurious consumption.
upper-lower
The American social class that is composed of poorly educated individuals with very low incomes who work as unskilled laborers, mostly in minimum-wage jobs, is the ______ class.
upper-lower
Derek works as a successful regional product manager for Winthrop Corp. He credits his success to the undergraduate and graduate degrees he earned. He isn't wealthy but lives comfortably. Which social class does Derek belong to?
upper-middle
The American social stratum that is composed of families that have neither high-status heritage or unusual wealth but has independent businesspeople, corporate managers, and successful professionals who are typically college graduates is known as the ______ class.
upper-middle
Aristocratic families such as the Kennedy's are considered members of the _____ social class in the United States.
upper-upper
Aristocratic families that form the social elite in the United States belong to the ______ class
upper-upper
Multi-item indexes are unable to account for dual sources of status (both men and women) in American households because they
were created before the role of women rapidly expanded
Skilled and semiskilled sales, service, and factory workers form the ______ class in the United States
working
One trait common to the _____ is doing the "in thing" on a grand scale such as owning ten luxury automobiles and five vacation homes.
nouveaux riche
_________ is the most widely applied single cue we use to initially evaluate people we meet
occupation
Which generation in the United States, also known as the echo boom, is autonomous, strongly independent, diverse, intellectually expressive, curious, innovative, and unlikely to be swayed by marketing hype?
Generation Y
Members of Generation Y tend to spend more on _____ than any other age group
apparel
___________ are Americans who are characterized by high incomes, high education levels, dual-career households, time poverty, the "empty nest" phenomenon, and the concept of active retirement
baby boomers
Based on the current economic expansion (beginning in mid-2009), what percentage of earners are actually losing income?
bottom 90%
How have cities in the United States attempted to tackle the problem of urban blight?
by attracting high-end developers and retailers to revitalize their neighborhoods
Since multi-item indexes were created to measure a person's or a family's overall social status within a community, they
cannot reveal associations between individual status dimensions and the consumption of certain products.
The marketing team for the luxury shoe brand is brainstorming ways to reach the upper-middle-class segment of the population. What approach can help the team "pull up" this segment of the population?
class to mass approach
During the marketing survey, Henrik was asked what age he felt like based on his physical appearance and behaviors. He replied that he felt like he was 35 even though the calendar said he was 50. The survey is asking for his _____ age.
cognitive
A person's perceived age that is a part of their self-concept is called
cognitive age
The process of describing, explaining, and predicting the behaviors, values, and attitudes of an age group is known as
cohort analysis
______ describe a population in terms of its size, distribution, and structure
demographics
Match the segments identified by gerontographics to their descriptions
healthy indulgers = they are healthy, both physically and mentally, and seek to enjoy life actively and independently ailing outgoers = their physical abilities are limited by their health problems, but they maintain a positive outlook that helps them remain active healthy hermits = they are physically healthy but have a reduced self-concept because of significant life events that have made them withdrawn frail recluses = they have accepted their old age and have adjusted their lifestyles to mirror their decreased physical abilities and social roles
Social media poses a challenge for marketers promoting to members of Generation Z considering that this group has an attention span of
less than 10 seconds
The American ______ class is characterized by very low incomes, minimal education, and long periods of unemployment, being the primary recipient of government support.
lower-lower
American entrepreneurs, entertainers, and sports stars who are known as the nouveaux riche and are characterized by their affinity for high-status brands and activities belong to the _____ class.
lower-upper
Keith is a factory supervisor and is worried about losing his job after the company announced it will be downsizing next year. Which social class is Keith probably a member of?
middle class
What is the current status of people who belong to the Depression generation in the United States?
most of them are retired
