Question 1

If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

An age cohort consists of people of similar ages who have undergone similar experiences. They share many common memories about cultural heroes and important historical events. Although there is no universally accepted way to divide up people into age cohorts, each of us seems to have a pretty good idea of what we mean when we refer to "my generation."
Marketers often target products and services to one or more specific age cohorts. The cohorts spend differing amounts on products. There is plenty of potential attached to all age groups. Marketers recognize that the same offering will not appeal to people of different ages, nor will the language and images used to reach them. In some cases, separate campaigns are developed to attract consumers of different ages.

Question 3

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?

Accepted Answer

A)  mass media advertising 
B)  consulates or embassies 
C)  the local community where the immigrant locates 
D)  relatives in the immigrant's home country 
A)  mass media advertising 
B)  consulates or embassies 
C)  the local community where the immigrant locates 
D)  relatives in the immigrant's home country C

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. 
B)  Marketers typically do not begin targeting consumers until they are teenagers. 
C)  Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. 
D)  Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come. 
A)  Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents. 
B)  Marketers typically do not begin targeting consumers until they are teenagers. 
C)  Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions. 
D)  Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Question 6

Explain the term acculturation and indicate how the progressive learning model might be used by marketers.

Accepted Answer

Acculturation refers to the process of m

Question 7

Promotions that are directed to a "younger lifestyle" in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.

Accepted Answer

A) True 
 B)False

Question 8

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?

Accepted Answer

A)  Megachurches are now more powerful than small, community-based churches. 
B)  Religion can be effectively used by mainstream marketers. 
C)  Born-Again Christians are the primary religious market in the United States. 
D)  Church leaders can effectively encourage and discourage the consumption practices of their followers. 
A)  Megachurches are now more powerful than small, community-based churches. 
B)  Religion can be effectively used by mainstream marketers. 
C)  Born-Again Christians are the primary religious market in the United States. 
D)  Church leaders can effectively encourage and discourage the consumption practices of their followers.

Question 9

Explain the difference between a high-context culture and a low-context culture. Give an example of each and explain the reason for your choice(s).

Accepted Answer

A high-context culture is one in which g

Question 10

Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.

Accepted Answer

A) True 
 B)False

Question 11

Members of which of the following age cohorts are part of today's gray market?

Accepted Answer

A)  Generation Z 
B)  Generation Y 
C)  Generation X 
D)  The War Baby Generation 
A)  Generation Z 
B)  Generation Y 
C)  Generation X 
D)  The War Baby Generation

Question 12

A ________ is defined as a group of people who identify with a certain lifestyle or aesthetic preference.

Accepted Answer

A)  culture 
B)  subculture 
C)  microculture 
D)  cohort 
A)  culture 
B)  subculture 
C)  microculture 
D)  cohort

Question 13

What is the difference between a subculture and a microculture?

Accepted Answer

A subculture is made up of members who s

Question 14

Nostalgia is important to marketers but they have no way of measuring it.

Accepted Answer

A) True 
 B)False

Question 15

Which of the "Big Three" American subcultures has a higher percentage of families with household income above $50,000 than the nation as a whole?

Accepted Answer

A)  African American 
B)  Hispanic American 
C)  Asian American 
D)  Arab American 
A)  African American 
B)  Hispanic American 
C)  Asian American 
D)  Arab American

Question 16

Which of the following is True about the phenomenon of nostalgia?

Accepted Answer

A)  Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic. 
B)  Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events. 
C)  Most adults are about equal in the amount of nostalgia that they feel. 
D)  Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it. 
A)  Adults older than 30 are particularly susceptible, but people of all ages can feel nostalgic. 
B)  Adults older than 50 are particularly susceptible to nostalgia, but people younger than 40 are more likely to reserve their warm feelings for future events. 
C)  Most adults are about equal in the amount of nostalgia that they feel. 
D)  Nostalgia is an important marketing variable, but researchers have no reliable methods of measuring it.

Question 17

More than half of all Hispanic Americans are of Cuban descent.

Accepted Answer

A) True 
 B)False

Question 18

Asian Americans as a whole tend to be an easy market target to communicate with because of their cultural similarity to one another.

Accepted Answer

A) True 
 B)False

Question 19

Maria Gomez is thrilled to be in the United States. After spending her childhood years in Mexico, she is looking forward to the freedom given to teenage girls in the United States. "I can wear shorts, pantsuits, and even halter tops and no one will think badly of me," says Maria. Maria is in the process of ________.

Accepted Answer

A)  maintenance 
B)  adaptation 
C)  resistance 
D)  segregation 
A)  maintenance 
B)  adaptation 
C)  resistance 
D)  segregation

Question 20

What is a major difference between a Generation Y and a Generation X consumer?

Accepted Answer

A)  Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes. 
B)  There are so many more members of Generation X than Generation Y that promoters had to use more mass communications with the Gen Xers and fewer one-on-one promotions. 
C)  There are no basic differences except what would be expected by their age differences. 
D)  Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort. 
A)  Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes. 
B)  There are so many more members of Generation X than Generation Y that promoters had to use more mass communications with the Gen Xers and fewer one-on-one promotions. 
C)  There are no basic differences except what would be expected by their age differences. 
D)  Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.

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

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?

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

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

Explain the term acculturation and indicate how the progressive learning model might be used by marketers.

Promotions that are directed to a "younger lifestyle" in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.

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?

Explain the difference between a high-context culture and a low-context culture. Give an example of each and explain the reason for your choice(s).

Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.

Members of which of the following age cohorts are part of today's gray market?

A ________ is defined as a group of people who identify with a certain lifestyle or aesthetic preference.

What is the difference between a subculture and a microculture?

Nostalgia is important to marketers but they have no way of measuring it.

Which of the "Big Three" American subcultures has a higher percentage of families with household income above $50,000 than the nation as a whole?

Which of the following is True about the phenomenon of nostalgia?

More than half of all Hispanic Americans are of Cuban descent.

Asian Americans as a whole tend to be an easy market target to communicate with because of their cultural similarity to one another.

What is a major difference between a Generation Y and a Generation X consumer?

Buying, Having, and Being

Perception

Learning and Memory

Motivation and Global Values

The Self

Personality and Psychographics

Attitudes and Persuasion

Decision Making

Buying and Disposing

Organizational and Household Decision Making

Groups and Social Media

Social Class and Lifestyles

Culture

Filters

Exam 13: Subcultures

If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.

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

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?

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

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

Explain the term acculturation and indicate how the progressive learning model might be used by marketers.

Promotions that are directed to a "younger lifestyle" in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.

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?

Explain the difference between a high-context culture and a low-context culture. Give an example of each and explain the reason for your choice(s).

Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.

Members of which of the following age cohorts are part of today's gray market?

A ________ is defined as a group of people who identify with a certain lifestyle or aesthetic preference.

What is the difference between a subculture and a microculture?

Nostalgia is important to marketers but they have no way of measuring it.

Which of the "Big Three" American subcultures has a higher percentage of families with household income above $50,000 than the nation as a whole?

Which of the following is True about the phenomenon of nostalgia?

More than half of all Hispanic Americans are of Cuban descent.

Asian Americans as a whole tend to be an easy market target to communicate with because of their cultural similarity to one another.

What is a major difference between a Generation Y and a Generation X consumer?

Buying, Having, and Being

Perception

Learning and Memory

Motivation and Global Values

The Self

Personality and Psychographics

Attitudes and Persuasion

Decision Making

Buying and Disposing

Organizational and Household Decision Making

Groups and Social Media

Social Class and Lifestyles

Culture

Filters