MKTG 375: Chapter 4
the middle class
According to the Coleman—Rainwater system of classifying the American population, which group has the highest proportion of people in the United States? Multiple choice question. the upper class the nouveaux class the middle class the lower class
status crystallization.
Adrian has a high income and a job that requires a lot of creativity. The society to which Adrian belongs places great value on a high-income creative job. Therefore, Adrian exhibits a high degree of Multiple choice question. social stratification. demographic variability. marginal literacy. status crystallization.
lower-upper
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. Multiple choice question. lower-upper upper-upper upper-middle upper-lower
status crystallization
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. Multiple choice question. demographic consistency consumer literacy status crystallization social stratification
status crystallization
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. Multiple choice question. demographic consistency status crystallization social stratification consumer literacy
upper-upper
Aristocratic families such as the Kennedy's are considered members of the _____ social class in the United States. Multiple choice question. upper-upper upper-lower lower-middle middle
upper-upper
Aristocratic families that form the social elite in the United States belong to the _____ class. Multiple choice question. upper-upper upper-middle lower-middle upper-lower
echo
As children of the baby boom generation, Generation Yers are sometimes referred to as the _____ boom. Multiple choice question. sonic echo big boomerang
may require trade-offs on the part of a consumer.
A consequence of a class to mass strategy employed by a company is that it Multiple choice question. allows consumers to own luxury products only for a short while. may require trade-offs on the part of a consumer. causes a company to suffer huge losses. may prevent companies from manufacturing luxury products.
subjective discretionary income.
A consumer's estimate of how much money is available to spend on nonessentials is known as Multiple choice question. gross national income. actual total family income. subjective discretionary income. real per capita income.
the baby boom generation.
A generation in the United States born between the end of World War II and 1964 and characterized by high birthrates is Multiple choice question. Generation Y. Generation Z. the baby boom generation. the echo boom generation.
the Depression generation.
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 Multiple choice question. the Baby Boom generation. Generation Z. Generation X. the Depression generation.
Generation Y.
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 Multiple choice question. the Depression generation. the pre-Depression generation. Generation X. Generation Y.
Generation Z.
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 Multiple choice question. Generation X. the baby boom generation. Generation Z. the echo boom generation.
age cohort
A group of persons who have experienced a common social, political, historical, and economic environment is known as a(n) ______ or a generation. Multiple choice question. age cohort minority race ethnic group
social class system.
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to lifestyles, attitudes, and values is known as a(n) Multiple choice question. demographic division. generational analysis. social class system. age cohort.
act as caretaker for aging parents.
A major challenge being felt by the baby boom generation more than other generations is the need to Multiple choice question. save for higher education costs. create more discretionary income. invest in their first home. act as caretaker for aging parents.
cognitive age.
A person's perceived age that is a part of their self-concept is called Multiple choice question. actual age. cognitive age. absolute age. chronological age.
societal rank.
A person's position in society relative to others and based on one or more dimensions valued by society is known as Multiple choice question. societal rank. social security. demographic description. generational status.
gerontographics
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 Multiple choice question. gerontographics. demographics. cognitive age. social class.
nouveaux riche
One trait common to the _____ is doing the "in thing" on a grand scale such as owning ten luxury automobiles and five vacation homes. Multiple choice question. nouveaux riche working class semi-skilled worker upper crust of society
nouveaux riche
One trait common to the _____ is doing the "in thing" on a grand scale such as owning ten luxury automobiles and five vacation homes. Multiple choice question. working class upper crust of society nouveaux riche semi-skilled worker
"affordable luxury"
One way marketers can use the class to mass approach is by fostering the idea of _____ products to the upper-middle class. Multiple choice question. "environmentally friendly" "affordable luxury" "cost saving" "workday essential"
cannot reveal associations between individual status dimensions and the consumption of certain products.
Since multi-item indexes were created to measure a person's or a family's overall social status within a community, they Multiple choice question. are unable to account for numerous variables simultaneously and weigh these according to a scheme that reflects societal views. can only estimate social status on the basis of one dimension such as occupation, education, or income and are hence lower in accuracy. cannot reveal associations between individual status dimensions and the consumption of certain products. are able to account only for a single status dimension at a time to determine a person's overall societal rank.
working
Skilled and semiskilled sales, service, and factory workers form the ______ class in the United States. Multiple choice question. upper-middle working middle lower-lower
less than 10 seconds.
Social media poses a challenge for marketers promoting to members of Generation Z considering that this group has an attention span of Multiple choice question. less than 10 seconds. no more than 30 seconds. one minute. about two minutes.
gender
Status continua is evident in the United States through ascribed dimensions of social status such as Multiple choice question. gender. income. occupation. education.
how wealthy a person feels while making a purchase.
Subjective discretionary income represents Multiple choice question. the actual total income of a family at any instant. the real per capita income of a particular country. how wealthy a person feels while making a purchase. how much income an affluent consumer is able to obtain.
Vacations Financial services Second homes
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? Multiple select question. Family cars Vacations Financial services Second homes Music
lower-lower
The American ______ class is characterized by very low incomes, minimal education, and long periods of unemployment, being the primary recipient of government support. Multiple choice question. lower-middle lower-lower working-upper lower-upper
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. Multiple choice question. lower-upper upper-lower working middle
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. Multiple choice question. working upper-upper upper-middle middle
Age
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? Multiple choice question. Income Occupation Age Gender
education and income.
The factors that are strongly associated with occupation include Multiple choice question. acquired habits and religion. education and income. food habits and morality. lifestyle and race.
Generation X.
The first American generation to face the issue of reduced expectations because of limited wages and job opportunities for young people is Multiple choice question. Generation X. the pre-Depression generation. the echo boom generation. Generation Y.
age cohort.
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) Multiple choice question. income divide class to mass strategy. social strata. age cohort.
growing.
The income divide in the United States is Multiple choice question. growing. slowing. remaining steady.
class to mass approach
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? Multiple choice question. conspicuous consumption approach nouveaux riche approach differentiation approach class to mass approach
remain steady
The population growth in the United States is expected to _____ over the next few decades. Multiple choice question. decrease proportionally remain steady increase significantly
cohort analysis.
The process of describing, explaining, and predicting the behaviors, values, and attitudes of an age group is known as Multiple choice question. market segmentation. social stratification. market analysis. cohort analysis.
Ailing Outgoers
Their physical abilities are limited by their health problems, but they maintain a positive outlook that helps them remain active.
F
True or false: Consumers in the depression generation prefer the rapid, brief receipt of information via social media channels. True false question. True False
F
True or false: Education doesn't typically have an influence on consumer preferences. True false question. True False
F
True or false: Generation Y is the least concerned with issues of diversity and inclusion. True false question. True False
F
True or false: Members of the lower-lower class typically have full-time employment and are not dependent on government programs for financial support. True false question. True False
F
True or false: Urban revitalization has had no effect on the American lower classes. True false question. True False
Members are materialistic and want more. They tend to delay marriage. This generation is sophisticated about products.
What are three characteristics associated with Generation X? Multiple select question. It is an easy market to reach. Members are materialistic and want more. This generation shows more patience and is willing to wait for products that fit them. They tend to delay marriage. This generation is sophisticated about products.
the baby boom generation significant immigration longer life expectancies
What are three factors behind the steady overall growth of the United States population? Multiple select question. the increase in epidemics the baby boom generation significant immigration longer life expectancies shorter lifespans
Diversity Honesty Humor
What are three overall characteristics marketers should keep in mind when promoting to Generation Z? Multiple select question. Tradition Diversity Honesty Simplicity Humor
Income Education
What are two achievement-oriented factors that represent status continua in the United States? Multiple select question. Gender Income Race Education
It is rapidly reducing in size. It has high mortality rates.
What are two characteristics of the pre-depression generation? Multiple select question. It is the fastest growing generation. It has members born after 1945. It is rapidly reducing in size. It has high mortality rates.
the upper-middle class
What do many working-class aristocrats in the United States dislike? Multiple choice question. people who do "real work" stores that cater to their social class products positioned at their societal level the upper-middle class
It creates opportunities for less affluent customers to afford and purchase luxury products.
What does a company do in a class to mass strategy? Multiple choice question. It allows wealthy people to try out mass-produced goods that are targeted at a lower class. It targets the masses by introducing low-quality products that appear to be classy. It creates opportunities for less affluent customers to afford and purchase luxury products. It avoids segmenting markets according to class and views them as a whole mass instead.
social status
What does the Hollingshead Index of Social Position (ISP) measure? Multiple choice question. social status population distribution generational variabilities social stratification
Most of them are retired.
What is the current status of people who belong to the Depression generation in the United States? Multiple choice question. Most of them are veterans of World War II. Most of them are unmarried. Most of them are just starting their careers. Most of them are retired.
31%
What percentage of Americans have completed a college education? Multiple choice question. 64% 52% 31% 87%
active lifestyles
What theme are marketers stressing more today than in the past when promoting products to the depression generation? Multiple choice question. healthcare costs active lifestyles tech trends family values
teacher
What type of employee is associated with the American middle class? Multiple choice question. Teacher Banker Lawyer Board member
Age
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? Multiple choice question. Education Income Age Occupation
Generation Z
Which generation claims to be the "first true digital natives?" Multiple choice question. Baby boomers Generation Z Generation Alpha Generation Y
the pre-Depression generation
Which generation in the United States belongs entirely to the mature market? Multiple choice question. the pre-Depression generation Generation X the echo boom generation Generation Z
Pre-depression generation
Which generation was born before 1930? Multiple choice question. Baby boom generation Depression generation Generation X Pre-depression generation
Generation X
Which generation was born between 1965 and 1976? Multiple choice question. Generation Y Generation X Depression Baby boomers
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.
Which of these individuals is engaging in conspicuous consumption? Multiple choice question. Even though he can't really afford a new car, Phillipe wants to buy one to impress his co-workers. Millie comes from a wealthy family and never even looks at the price tags when she shops for anything from clothing to vacations. 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. Stephanie works 40-hour weeks on the assembly line and still has to choose between paying her rent or buying food.
working class
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? Multiple choice question. Middle class Nouveaux riche Lower-upper class Working class
Xer women are more highly educated than men. Xer women have felt empowered to engage in home improvement projects.
Which two statements about Generation X women are true? Multiple select question. Xer women are more highly educated than men. Xer women make considerably less than their male counterparts. Xer women tend to be less educated than other generations. Xer women have felt empowered to engage in home improvement projects.
lower-upper class
Who is most likely to engage in conspicuous consumption? Multiple choice question. upper-upper class lower-upper class middle class working class
to segment and describe their markets
Why are demographics frequently used by marketers? Multiple choice question. to eliminate the need to establish a target market to unify market fragments into a larger market to segment and describe their markets to graphically illustrate a marketing strategy
He is relatively new in terms of upper-class social status.
Why is Bill Gates identified as a member of the lower-upper class in America? Multiple choice question. He is considered a "blue collar" worker. His wealth is the result of family inheritance. He earned his wealth as the result of an Ivy League education. He is relatively new in terms of upper-class social status.
It allows them to place an ad within a video game.
Why would a company use advergaming to attract Generation Y customers? Multiple choice question. It allows them to place an ad within a video game. It lets them place ads in multiple media sources for one overall price. It is a way to attract more women than men to a product. It allows them to attract the highly-educated with an interactive ad.
Demographics
_____ describe a population in terms of its size, distribution, and structure. Multiple choice question. Demographics Eugenics Bionics Genetics
Occupation
_____ is the most widely applied single cue we use to initially evaluate people we meet. Multiple choice question. Religion Occupation Population distribution Population size
Baby boomers
______ 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. Multiple choice question. Echo boomers Baby boomers Generation Xers Generation Yers
bottom 90%
Based on the current economic expansion (beginning in mid-2009), what percentage of earners are actually losing income? Multiple choice question. top 90% bottom 10% top 10% bottom 90%
a cohort analysis.
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 Multiple choice question. a class to mass strategy. a census. a cohort analysis. the marketing mix.
Education
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? Multiple choice question. Education Population Size Gender Age
upper-lower
Characteristics of the American ______ class include lack of education, marginal housing in unsafe neighborhoods, and high levels of injurious consumption. Multiple choice question. working-lower lower-upper upper-lower upper-upper
the mature market
Consumers aged 55 and over in the United States are collectively known as ______ in marketing. Multiple choice question. Generation X Generation Y the mature market the echo boom
young children.
Currently, Generation Alpha consists mostly of Multiple choice question. young children. retired workers. middle-aged adults. teenagers.
Upper-middle
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? Multiple choice question. Upper-middle Lower Working Upper-upper
cognitive
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. Multiple choice question. chronological actual rhetorical cognitive
try on clothing in a store but buy it online.
Generation Y is known for showrooming which is a practice that allows them to Multiple choice question. assess the quality of an automobile before purchasing it. compare healthcare costs among providers before making an appointment. get their children into highly-regarded universities. try on clothing in a store but buy it online.
Baby boomers are expanding on the concept of active retirement.
How does the baby boom generation identify with retirement? Multiple choice question. Baby boomers are expanding on the concept of active retirement. Baby boomers are unable to retire due to heavy debt and tax burdens. Baby boomers are interested in the traditional retirement path associated with depression-era generation. Baby boomers typically retire early.
by attracting high-end developers and retailers to revitalize their neighborhoods
How have cities in the United States attempted to tackle the problem of urban blight? Multiple choice question. by forcing local enterprises to either merge with famous stores and brands or shut down by attracting high-end developers and retailers to revitalize their neighborhoods by building penthouse apartments for all of their citizens who belong to the lower classes by demolishing old neighborhoods and building nuclear facilities in their stead
education
In the United States, _____ is increasingly necessary to obtain a "family wage" job. Multiple choice question. religious preference education morality social status
Lower-upper class
In the United States, which social class is considered the "new rich?" Multiple choice question. Working class Upper-upper class Middle class Lower-upper class
upper class
It is divided into three groups on the basis of occupation and social affiliation, and it comprises 14 percent of all Americans.
lower class
It is divided into two groups on the basis of proximity to the poverty level, and it comprises 16 percent of all Americans.
middle class
It is divided into two groups, both of which have average incomes, and it forms 70 percent of the American population.
middle class
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? Multiple choice question. Nouveaux riches Middle class Lower-upper class Upper-middle class
Home sales
Marriage and family are becoming increasingly delayed until people reach their 30s. What product is affected by this change? Multiple choice question. Vacations Music sales Fashion Home sales
2010
Members of Generation Alpha were born starting in Multiple choice question. 2017. 1993. 1982. 2010.
apparel
Members of Generation Y tend to spend more on _____ than any other age group. Multiple choice question. education apparel healthcare groceries
were created before the role of women rapidly expanded.
Multi-item indexes are unable to account for dual sources of status (both men and women) in American households because they Multiple choice question. were created before the role of women rapidly expanded. cannot measure more than one status dimension in a scale. measure societal rank using only a single status dimension (i.e., only for men and women). were not created to estimate the overall social position of a family.
multi-item indexes
These consider many variables simultaneously and weight these according to a scheme that mirrors societal perceptions.
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.
Healthy Indulgers
They are healthy, both physically and mentally, and seek to enjoy life actively and independently.
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.
