Exam 10: Consumer Identity I: Sex Roles and Subcultures

Martha Sheppard is approaching 70. She wants to give something back to her community. She works hard at her church as a pastoral care volunteer, at her local hospital as a greeter, and for a local AIDS prevention and treatment center as a nurses' aide and volunteer. She believes that she can make a difference. Martha is an example of a senior citizen who is emphasizing altruism as a key value.

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(True/False)

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Question 1

Correct Answer:

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True

As we age, our values and priorities change. Researchers have identified a set of key values that motivate older consumers. Marketing strategies aimed at the gray market should relate to one or more of these motivational factors to be successful. Select one of them and describe how marketers have applied it. The key values are: ∙ Autonomy ∙ Connectedness ∙ Altruism

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(Essay)

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Question 2

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∙ Autonomy-mature consumers want to lead active lives and to be self-sufficient. The advertising strategy of Depends, undergarments for incontinent women made by Kimberly-Clark, is centered on a famous actress, June Allyson, who plays golf and goes to parties without worrying about her condition.
∙ Connectedness-mature consumers value the bonds they have with friends and family. Quaker Oats successfully tapped into this desire with its ads featuring actor Wilfred Brimley, who dispenses grandfatherly advice about eating right to the younger generation.
∙ Altruism-mature consumers want to give something back to the world. Thrifty Car Rental found in a survey that more than 40 percent of older consumers would select a rental-car company if it sponsored a program that gave discounts to senior-citizen centers that wanted to buy vans for their patrons. Based on this research, the company launched its highly successful program, "Give a Friend a Lift."

Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model.

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(Multiple Choice)

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Question 3

Correct Answer:

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Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

(Multiple Choice)

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Question 4

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following?

(Multiple Choice)

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Question 5

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today?

(Multiple Choice)

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Question 6

Which of the following best explains why marketers view teens as "consumers-in-training"?

(Multiple Choice)

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Question 7

Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers.

(Multiple Choice)

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Question 8

Many societies, such as the United States, have a tendency to expect women to pursue goals and men to pursue goals.

(Multiple Choice)

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Question 9

Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.

(Essay)

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Question 10

The largest of the "Big Three" American subcultures is the African-American subculture.

(True/False)

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Question 11

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

(Multiple Choice)

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Question 12

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

(Multiple Choice)

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Question 13

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

(Multiple Choice)

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Question 14

Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?

(Multiple Choice)

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Question 15

Which of the following distinguishes Asian Americans from other subcultures in the United States?

(Multiple Choice)

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Question 16

Cohort experiences are important to marketers but they have no way of measuring it.

(True/False)

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Question 17

Explain the concept of deethnicization. Give an example.

(Essay)

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Question 18

With respect to the acculturation process, what is the relationship between maintenance and segregation?

(Multiple Choice)

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Question 19

________ refers to the possession of both masculine and feminine traits.

(Multiple Choice)

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Question 20

Showing 1 - 20 of 90

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following?

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today?

Which of the following best explains why marketers view teens as "consumers-in-training"?

Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers.

Many societies, such as the United States, have a tendency to expect women to pursue goals and men to pursue goals.

Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.

The largest of the "Big Three" American subcultures is the African-American subculture.

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?

Which of the following distinguishes Asian Americans from other subcultures in the United States?

Cohort experiences are important to marketers but they have no way of measuring it.

Explain the concept of deethnicization. Give an example.

With respect to the acculturation process, what is the relationship between maintenance and segregation?

________ refers to the possession of both masculine and feminine traits.

Buying, Having, and Being: an Introduction to Consumer Behavior

Decision-Making and Consumer Behavior

Cultural Influences on Consumer Decision-Making

Consumer and Social Well Being

Perception

Learning and Memory

The Self

Attitudes and Persuasion

Group and Situational Effects on Consumer Behavior

Consumer Identity 2: Social Class and Lifestyles

Networked Consumer Behavior: Word-Of-Mouth, Social Media, and Fashion

Filters

Exam 10: Consumer Identity I: Sex Roles and Subcultures

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following?

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today?

Which of the following best explains why marketers view teens as "consumers-in-training"?

Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers.

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.

The largest of the "Big Three" American subcultures is the African-American subculture.

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?

Which of the following distinguishes Asian Americans from other subcultures in the United States?

Cohort experiences are important to marketers but they have no way of measuring it.

Explain the concept of deethnicization. Give an example.

With respect to the acculturation process, what is the relationship between maintenance and segregation?

________ refers to the possession of both masculine and feminine traits.

Buying, Having, and Being: an Introduction to Consumer Behavior

Decision-Making and Consumer Behavior

Cultural Influences on Consumer Decision-Making

Consumer and Social Well Being

Perception

Learning and Memory

The Self

Attitudes and Persuasion

Group and Situational Effects on Consumer Behavior

Consumer Identity 2: Social Class and Lifestyles

Networked Consumer Behavior: Word-Of-Mouth, Social Media, and Fashion

Filters

Many societies, such as the United States, have a tendency to expect women to pursue goals and men to pursue goals.