Question 1

Multicultural marketing is the use of strategies that:

Accepted Answer

A)  simultaneously appeal to a variety of societies. 
B)  target each subculture with a different marketing campaign. 
C)  globalize marketing, assuming that there are no cultural differences. 
D)  cluster groups across national boundaries. 
E)  address a culture's resistance to change. 
A)  simultaneously appeal to a variety of societies. 
B)  target each subculture with a different marketing campaign. 
C)  globalize marketing, assuming that there are no cultural differences. 
D)  cluster groups across national boundaries. 
E)  address a culture's resistance to change.

Question 2

How does the accommodation theory help marketers effectively target ethnic groups?

Accepted Answer

The accommodation theory, in the context

Question 3

Which of the following is a characteristic of Asian American consumers?

Accepted Answer

A)  Research suggests that they are more open to Web and mobile ads than the overall U.S. population. 
B)  They have more positive attitudes toward ads than do other ethnic consumer groups. 
C)  Messages delivered to them in their native language are more effective than messages in English. 
D)  Many Asian Americans prefer prestigious or nationally advertised brands. 
E)  They tend to react positively to ads using spokespeople from any ethnic group. 
A)  Research suggests that they are more open to Web and mobile ads than the overall U.S. population. 
B)  They have more positive attitudes toward ads than do other ethnic consumer groups. 
C)  Messages delivered to them in their native language are more effective than messages in English. 
D)  Many Asian Americans prefer prestigious or nationally advertised brands. 
E)  They tend to react positively to ads using spokespeople from any ethnic group.

Question 4

Why do marketers target specific age cohorts?

Accepted Answer

Marketers target specific age cohorts be

Question 5

Hispanics are the third largest and fastest growing subculture in the United States.

Accepted Answer

A) True 
 B)False

Question 6

Born and bred on TV, Gen Xers tend to:

Accepted Answer

A)  be quite open to the influence of advertising. 
B)  be cynical about obvious marketing techniques. 
C)  find exaggerated claims less objectionable than other generations. 
D)  find messages that appeal to their sense of nostalgia less desirable. 
E)  be more open to stereotypes. 
A)  be quite open to the influence of advertising. 
B)  be cynical about obvious marketing techniques. 
C)  find exaggerated claims less objectionable than other generations. 
D)  find messages that appeal to their sense of nostalgia less desirable. 
E)  be more open to stereotypes.

Question 7

In Thailand, more than 80 percent of the population is of Thai origin, but several sizable ethnic subcultures still flourish.

Accepted Answer

A) True 
 B)False

Question 8

Gen Xers are more likely to own their own homes than baby boomers.

Accepted Answer

A) True 
 B)False

Question 9

What is the difference between gender and sexual orientation? How do marketers target people according to their sexual orientation?

Accepted Answer

Gender and sexual orientation are two di

Question 10

In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____ in advertising.

Accepted Answer

A)  multicultural marketing 
B)  sexual orientation symbols 
C)  male-dominant characteristics 
D)  female-dominant characteristics 
E)  ethnocentric marketing 
A)  multicultural marketing 
B)  sexual orientation symbols 
C)  male-dominant characteristics 
D)  female-dominant characteristics 
E)  ethnocentric marketing

Question 11

The _____ segment is comprised of consumers over the age of 65.

Accepted Answer

A)  gray market 
B)  baby boomer 
C)  Generation X 
D)  Generation Y 
E)  silent generation 
A)  gray market 
B)  baby boomer 
C)  Generation X 
D)  Generation Y 
E)  silent generation

Question 12

Teenagers in the _____ segment are family-oriented achievement seekers with hopes for the future.

Accepted Answer

A)  resigned 
B)  quiet achievers 
C)  upholders 
D)  bootstrappers 
E)  world savers 
A)  resigned 
B)  quiet achievers 
C)  upholders 
D)  bootstrappers 
E)  world savers

Question 13

In the context of individual consumer segments, _____ are affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas.

Accepted Answer

A)  Young Digerati 
B)  Cul-de-sac Consumers 
C)  Boomtown Singles 
D)  Mobility Blues 
E)  Sophisticated Singles 
A)  Young Digerati 
B)  Cul-de-sac Consumers 
C)  Boomtown Singles 
D)  Mobility Blues 
E)  Sophisticated Singles

Question 14

Fast-food chains have a separate marketing director and multimillion-dollar budget for communicating with Hispanic American consumers, with African American consumers, and with Asian American consumers. This is an example of:

Accepted Answer

A)  affinity marketing. 
B)  community marketing. 
C)  multicultural marketing. 
D)  subcultural marketing. 
E)  personalized marketing. 
A)  affinity marketing. 
B)  community marketing. 
C)  multicultural marketing. 
D)  subcultural marketing. 
E)  personalized marketing.

Question 15

Joshua's tool and die company put a lot of effort into understanding the Asian American subculture in the United States. The company advertised its products in several Asian languages and hired salespeople from the community. The company's sales went up by the end of the year, and it was approached by more Asian Americans consumers. This scenario illustrates the use of _____.

Accepted Answer

A)  the construal level theory 
B)  multicultural marketing 
C)  the theory of reasoned action 
D)  cultural bias 
E)  the accommodation theory 
A)  the construal level theory 
B)  multicultural marketing 
C)  the theory of reasoned action 
D)  cultural bias 
E)  the accommodation theory

Question 16

In the context of individual consumer segments, _____ are single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education.

Accepted Answer

A)  Young Digerati 
B)  Cul-de-sac Consumers 
C)  Boomtown Singles 
D)  Mobility Blues 
E)  Sophisticated Singles 
A)  Young Digerati 
B)  Cul-de-sac Consumers 
C)  Boomtown Singles 
D)  Mobility Blues 
E)  Sophisticated Singles

Question 17

In the context of individual consumer segments, Boomtown Singles are:

Accepted Answer

A)  upper-middle-income, white-collar 25- to 44-year-olds, mostly college grads and home-owners, who live in suburbia with their children. 
B)  college-educated consumers under the age of 35, working in entry-level jobs and living in smaller cities where the singles scene thrives. 
C)  single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education. 
D)  affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas. 
E)  city-dwelling, unmarried single consumers with high incomes. 
A)  upper-middle-income, white-collar 25- to 44-year-olds, mostly college grads and home-owners, who live in suburbia with their children. 
B)  college-educated consumers under the age of 35, working in entry-level jobs and living in smaller cities where the singles scene thrives. 
C)  single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education. 
D)  affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas. 
E)  city-dwelling, unmarried single consumers with high incomes.

Question 18

Which of the following is true of the baby boomers?

Accepted Answer

A)  They spend more time browsing the Internet than any other age group. 
B)  They are heavy consumers of financial services as they look toward retirement. 
C)  They prefer not being very active on social media. 
D)  They value conformity and collectivism. 
E)  They find it difficult to remember information and to make complex decisions due to their age. 
A)  They spend more time browsing the Internet than any other age group. 
B)  They are heavy consumers of financial services as they look toward retirement. 
C)  They prefer not being very active on social media. 
D)  They value conformity and collectivism. 
E)  They find it difficult to remember information and to make complex decisions due to their age.

Question 19

In terms of consumption, how are boomerangers different from their independent peers?

Accepted Answer

Boomerangers, a term often used to descr

Question 20

Socializing is one of the major reasons that teens like to shop.

Accepted Answer

A) True 
 B)False

Multicultural marketing is the use of strategies that:

How does the accommodation theory help marketers effectively target ethnic groups?

Which of the following is a characteristic of Asian American consumers?

Why do marketers target specific age cohorts?

Hispanics are the third largest and fastest growing subculture in the United States.

Born and bred on TV, Gen Xers tend to:

In Thailand, more than 80 percent of the population is of Thai origin, but several sizable ethnic subcultures still flourish.

Gen Xers are more likely to own their own homes than baby boomers.

What is the difference between gender and sexual orientation? How do marketers target people according to their sexual orientation?

In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____ in advertising.

The _____ segment is comprised of consumers over the age of 65.

Teenagers in the _____ segment are family-oriented achievement seekers with hopes for the future.

In the context of individual consumer segments, _____ are affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas.

Fast-food chains have a separate marketing director and multimillion-dollar budget for communicating with Hispanic American consumers, with African American consumers, and with Asian American consumers. This is an example of:

In the context of individual consumer segments, _____ are single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education.

In the context of individual consumer segments, Boomtown Singles are:

Which of the following is true of the baby boomers?

In terms of consumption, how are boomerangers different from their independent peers?

Socializing is one of the major reasons that teens like to shop.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 12: Consumer Diversity

Multicultural marketing is the use of strategies that:

How does the accommodation theory help marketers effectively target ethnic groups?

Which of the following is a characteristic of Asian American consumers?

Why do marketers target specific age cohorts?

Hispanics are the third largest and fastest growing subculture in the United States.

Born and bred on TV, Gen Xers tend to:

In Thailand, more than 80 percent of the population is of Thai origin, but several sizable ethnic subcultures still flourish.

Gen Xers are more likely to own their own homes than baby boomers.

What is the difference between gender and sexual orientation? How do marketers target people according to their sexual orientation?

In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____ in advertising.

The _____ segment is comprised of consumers over the age of 65.

Teenagers in the _____ segment are family-oriented achievement seekers with hopes for the future.

In the context of individual consumer segments, _____ are affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas.

Fast-food chains have a separate marketing director and multimillion-dollar budget for communicating with Hispanic American consumers, with African American consumers, and with Asian American consumers. This is an example of:

In the context of individual consumer segments, _____ are single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education.

In the context of individual consumer segments, Boomtown Singles are:

Which of the following is true of the baby boomers?

In terms of consumption, how are boomerangers different from their independent peers?

Socializing is one of the major reasons that teens like to shop.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters