Question 1

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

Accepted Answer

A)  They are the largest ethnic group in the United States. 
B)  They are not focused on preserving their cultural identity. 
C)  They place emphasis on the family, tradition, and cooperation. 
D)  They do not always aspire to assimilate with the majority culture. 
E)  They are less likely to encourage diversity in advertising. 
A)  They are the largest ethnic group in the United States. 
B)  They are not focused on preserving their cultural identity. 
C)  They place emphasis on the family, tradition, and cooperation. 
D)  They do not always aspire to assimilate with the majority culture. 
E)  They are less likely to encourage diversity in advertising.

Question 2

Why are clustering systems such as PRIZM and Mosaic important for targeting customers?

Accepted Answer

Clustering systems like PRIZM (Potential

Question 3

In the context of regions within the United States, the eastern seaboard:

Accepted Answer

A)  reflects its roots as the original 13 British colonies. 
B)  is noted for its farms and agriculture. 
C)  was originally part of Mexico and reflects a Mexican character. 
D)  is known as the gateway to the Pacific. 
E)  has Native American and frontier roots. 
A)  reflects its roots as the original 13 British colonies. 
B)  is noted for its farms and agriculture. 
C)  was originally part of Mexico and reflects a Mexican character. 
D)  is known as the gateway to the Pacific. 
E)  has Native American and frontier roots.

Question 4

African Americans represent 30 percent of the U.S. population.

Accepted Answer

A) True 
 B)False

Question 5

Kartheiser Inc. makes the effort to use Hispanic actors who speak in both Spanish and English in its ads that target these consumers. The company wants to be able to communicate better with its target audience. The Hispanic community reacts positively toward Kartheiser Inc.'s marketing strategy. This scenario is an example of a company using _____ to appeal to a target market.

Accepted Answer

A)  multicultural marketing 
B)  ethnocentric marketing 
C)  ethnic stereotypes 
D)  the accommodation theory 
E)  the construal level theory 
A)  multicultural marketing 
B)  ethnocentric marketing 
C)  ethnic stereotypes 
D)  the accommodation theory 
E)  the construal level theory

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

Why are clustering systems such as PRIZM and Mosaic important for targeting customers?

In the context of regions within the United States, the eastern seaboard:

African Americans represent 30 percent of the U.S. population.

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

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

Why are clustering systems such as PRIZM and Mosaic important for targeting customers?

In the context of regions within the United States, the eastern seaboard:

African Americans represent 30 percent of the U.S. population.

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