MARK 350 Exam 3
Which of the following focuses on what is similar between cultures, rather than what is different?
An etic perspective
Jimmy is a teen who is trying to break away from his family. However, he feels he needs to attach himself to a support structure, such as peers, to avoid being alone. Saatchi & Saatchi, an advertising agency that has identified four basic conflicts common to teens, would classify Jimmy in which of the following groups?
Autonomy vs belonging
Which of the following phrases is the best illustration of homogamy?
Birds of a feather flock together
What is the term for a group of consumers who share a set of social relationships based on the use of a product?
Brand community
How is the level of optimism or pessimism about the future economy measured?
Consumer confidence
The set of distinctive and socially rare practices of behavior that allow a person to be admitted into the upper class are referred to as _____.
Cultural capital
Money available to a household over and above what is required for necessities is called ________.
Discretionary income
Which type of social power is based on the knowledge a person has about a specific content area?
Expert power
Downward mobility is not possible is the U.S. social class system. (T/F)
False
________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information.
Geodemography
When practicing the ritual of gift-giving, the decision to procure a gift to mark some event - to make a gift personal -- happens during which stage of the process?
Gestation
________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word.
High-content culture
What makes word-of-mouth communication more reliable and trustworthy in the minds of consumers?
Information comes from people we know.
What type of opinion leaders like to take risks and try new things, and tend to be early adopters of new products?
Innovators
Consumers who buy things to inspire envy in others through their display of wealth or power create _____.
Invidious distinction
________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil).
Levi-Strauss
Which of the following represents the value people place on owning possessions?
Materialism
________ usually dictate what is right and wrong, acceptable or unacceptable.
Norms
The _____ generation is a generation of people, typically in their thirties or forties, responsible for bringing up their own children and for the care of their aging parents.
Sandwich
When a product has symbolic value but has a low to moderate price point, ________ is a good predictor of purchase behavior.
Social class
________ refers to the passage of individuals from one social class to another.
Social mobility
The creation of artificial divisions in a society, where resources are distributed based on a status position, is a process called _____.
Social stratification
What do marketers use to trace the communication pattern among members of a group who are discussing a specific product?
Sociometrics
Jonathan was born between 1956 and 1964, and came of age after Vietnam and the Watergate scandal. Demographers distinguish between two subgroups of Baby Boomers. In which category does Jonathan belong?
Trailing-edge
Which of the following describes whether consumers can experiment with a product before buying it in order to increase the success of an innovation's adoption?
Trialability
When is word-of-mouth advertising especially important for companies and consumers?
When the consumer is unfamiliar with the product category
The process of movement and adaption to one country's cultural environment by a person from another country is called ________.
acculturation
An age ________ consists of people of similar ages who have undergone similar experiences.
cohort
According to the principle of least interest, the person who is least ________ has the most power in the relationship
committed to staying in the relationship
Which of the following is NOT a type of reference group?
conformity
In the cultural production process, the people who control the flow of information between producers and customers are called ________.
cultural gatekeepers
The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.
de-ethnicization
Those consumers who are among the first to try a new product or service are known as
innovators
Children play a big role in many household purchases. ________ occurs when a mother or father (the decision maker) "surrenders" to a child's request.
parental yielding
If a consumer admires the qualities of another person and desires to copy his or her behaviors, the person that is copied has ________ power.
referent
Wedding rice, birthday candles, and diplomas are considered ________.
ritual artifacts
Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Gettysburg Battlefield is best classified as ________.
sacred
Successful offline and online communities have implied rules that indicate what members can and cannot do. These rules are called _____.
standards of behavior
According to the text, ________ are groups that exist within a society whose members share significant beliefs and common preferences. Membership in them often gives marketers a valuable clue about individuals' consumption decisions.
subcultures
When Bob, a wealthy real estate investor, saw an inner city kid wearing a heavy gold chain with a medallion around his neck, Bob wanted the same for himself. Bob's behavior is best explained by the ________.
trickle-up effect