Chapter 3 - Building Marketing Strategy Skip to Main Content (Consumer Behavior)

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 _____. a. religiosity; ethnicity b. uniformity; diversity c. competition; cooperation d. collectivism; individualism

b

_____ refers to environmentally friendly marketing practices, strategies, and tactics that a firm employs to obtain an ambitious distinction. a. Guerrilla marketing b. Enviropreneurial marketing c. Green marketing d. Online marketing

b (enviropreneurial marketing)

Traditionally, American culture had a limited family-oriented values primarily because a. it necessitated relatives to stay together in order to protect themselves. b. its environment allowed children to grow up in close interaction with their relatives. c. it was settled by immigrants who moved around a lot as the nation grew. d. its ambiance lacked the mobility necessary for connections with one's family to develop.

c (it was settled by immigrants who moved around a lot as the nation grew.)

The expansion of women's roles in America has made the purchase of a. masculine products impossible for women, as they can only purchase gender-typed goods. b. cars and motorcycles a taboo for career women and housewives. c. potentially harmful products socially admissible for women. d. men's brands by women a cultural phenomenon.

c (potentially harmful products socially admissible for women.)

The success of a firm's marketing strategy depends on its marketing mix being consistent with the a. goals of competing brands. b. collectivist nature of society. c. value system of its target market. d. size of the target market.

c (value system of its target market.)

Select the reasons for the marketing of cosmetics, medicines, and hair care products to older customers. (Select all that apply) A. the growing numbers of older citizens B. the desire of older customers for a younger appearance C. federal regulations concerning the rights of older citizens D. the increasing disposable income of older customers

a b d

Which statement about age portrayal in advertising is correct? a. Because people often feel younger than their actual age. advertisers prefer to use younger models in their ads. b. Younger models are underrepresented in ads. c. Young consumers react positively to older models for conspicuously consumed products. d. Advertisers are not concerned with alienating consumers of youth-oriented products by using older models.

a (Because people often feel younger than their actual age. advertisers prefer to use younger models in their ads.)

According to researchers, cultural creatives are Americans who _____. a. embrace diversity, like foreign and exotic things, and value self-expression b. work in the fields of architecture, science, engineering, and health care c. own businesses and generate new ideas and technologies for a living d. make efforts to reduce their reliance on consumption and possessions

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

In the United States there is a strong emphasis on the environment-oriented cultural value of ______ because of the most recent economic recession. security problem solving hard work activity

security

Gender roles are ______ roles.

ascribed

Americans have for a long time valued and still continue to value collectivism. cleanliness. tradition. fatalism.

cleanliness

marketing an issue with the goal of improving sales or corporate image while providing benefits to the cause

cause marketing

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

modern

What are the traditional and current attitudes of Americans about change? Americans have always been receptive to change. America has always been a very conservative society. Americans have now become receptive to change. America has always been rooted in tradition.

Americans have always been receptive to change.

What would be typical consumption patterns for people that regard religion as important? (Select all that apply) a) They tend to buy any product that has a religious symbol on it. b) They tend to purchase religious objects and books. c) They might attempt to regulate the purchase of "sin" products such as liquor or pornography. d)They might avoid or boycott products that go against their beliefs.

B, C, D

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 (-related) marketing (CRM)

Which of the following are reasons that the United States is considered basically a secular society? a) Few Americans state that religion is important in their lives. b) Less than half of Americans claim a religious affiliation. c) A religious group does not control the government. d) No religious group controls the political process.

c and d

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

Why did traditional American society place a high value on youth? a. It was a result of the high value placed on collectivism, leisure, and extended family by the society of that time. b. It was considered to entail wisdom, maturity, and leadership skills. c. It was a quality that nearly all cultures in history have viewed as being embodied by model individuals. d. It was a quality vital to the transformation of a wilderness into an industrial nation.

d

Historically in the United States, automobile purchase decisions were made by males alone. What percentage of women today influence vehicle purchase decisions? a. less than 10 percent b. around 30 percent c. almost 50 percent d. around 80 percent

d (around 80 percent)

Among the important female market segments in the United States, the _____ segment has grown significantly in the past thirty years. a. traditional housewife b. trapped housewife c. trapped working woman d. career working woman

d (career working woman)

The approach firms take to convince environmentally concerned consumers that their products are environmentally sound and thus reap huge rewards is referred to as social marketing. enviropreneurial marketing. cultural marketing. guerrilla marketing.

enviropreneurial marketing.

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

greenwashing

____________ is done to enhance the welfare of individuals or society, but does not directly benefit a firm

social marketing

What two factors have been found to influence American's strong material orientation? strong religious influence economic recessions decreased work ethic television social media

social media television

What three events led to an increased emphasis on security during the period from 1930 through the mid-1980s? (select all that apply) the Great Depression the Cold War Terror attacks of 9/11 World War II the Civil Rights Movement

the Great Depression the Cold War World War II

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

values

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

voluntary simplicity

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

Unlike most other traditional societies, American culture has always valued leisure. uniformity. youth. femininity.

youth