Question 1

Marketers cannot ignore Chinese Canadians because they account for 60% of Canada's visible minorities.

Accepted Answer

A) True 
 B)False  False

Question 2

Danielle recently turned thirteen and,after hearing many older people telling her not to wear makeup,she began to wear dramatic makeup every day. This reflects a(n)________ theme of conflict.

Accepted Answer

A)  autonomy 
B)  rebellion 
C)  pragmatism 
D)  narcissism 
A)  autonomy 
B)  rebellion 
C)  pragmatism 
D)  narcissism B

Question 3

Describe the teen conflict identified by the Saatchi and Saatchi study as idealism versus pragmatism.

Accepted Answer

Teens tend to view adults as hypocrites,while they see themselves as sincere. They struggle to reconcile their view of how the world should be with the realities they perceive around them.

Question 4

The important thing for marketers to remember about stereotypes of mature consumers is that:

Accepted Answer

A)  the view of older people as alone, infirm, and frightened is essentially accurate. 
B)  most mature consumers can only afford to buy the least expensive items. 
C)  most mature consumers are active, interested in what life has to offer, and enthusiastic customers with the means and willingness to buy many goods and services. 
D)  mature consumers are best lumped together as a single homogeneous market segment. 
A)  the view of older people as alone, infirm, and frightened is essentially accurate. 
B)  most mature consumers can only afford to buy the least expensive items. 
C)  most mature consumers are active, interested in what life has to offer, and enthusiastic customers with the means and willingness to buy many goods and services. 
D)  mature consumers are best lumped together as a single homogeneous market segment.

Question 5

Why does age constitute a subculture?

Accepted Answer

A)  People of a certain age share the same genetic traits. 
B)  People of the same age have shared the same experiences and have common memories. 
C)  Age is a subculture because of the definitions adopted by Statistics Canada. 
D)  Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long-standing belief. 
A)  People of a certain age share the same genetic traits. 
B)  People of the same age have shared the same experiences and have common memories. 
C)  Age is a subculture because of the definitions adopted by Statistics Canada. 
D)  Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long-standing belief.

Question 6

Of Canada's Aboriginal population,50% are:

Accepted Answer

A)  over 65. 
B)  between 50 and 65. 
C)  under 40. 
D)  under 25. 
A)  over 65. 
B)  between 50 and 65. 
C)  under 40. 
D)  under 25.

Question 7

Ricardo is a "foodie" who is overeducated and underemployed. He is most likely a:

Accepted Answer

A)  Gen Xer. 
B)  Gen Yer. 
C)  boomer. 
D)  Gen Zer. 
A)  Gen Xer. 
B)  Gen Yer. 
C)  boomer. 
D)  Gen Zer.

Question 8

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Accepted Answer

A) True 
 B)False

Question 9

Regional segmentation refers to segmenting the market according to their lifestyle patterns around leisure and travel.

Accepted Answer

A) True 
 B)False

Question 10

Since most Japanese citizens claim homogeneous cultural ties,ethnicity is almost synonymous with the dominant culture in Japan.

Accepted Answer

A) True 
 B)False

Question 11

Generation Y makes up what percentage of the Canadian population?

Accepted Answer

A)  approximately 26% 
B)  approximately 38% 
C)  less than 10% 
D)  approximately 12% 
A)  approximately 26% 
B)  approximately 38% 
C)  less than 10% 
D)  approximately 12%

Question 12

Zoomers are a group made up from what type of people?

Accepted Answer

A)  tweens with attitude 
B)  fast-moving Generation Z members 
C)  50-plus age group of active boomers 
D)  over 70s who like to travel 
A)  tweens with attitude 
B)  fast-moving Generation Z members 
C)  50-plus age group of active boomers 
D)  over 70s who like to travel

Question 13

In segmenting mature consumers,marketers should be guided primarily by their:

Accepted Answer

A)  physiological age. 
B)  neurological age. 
C)  chronological age. 
D)  perceived age. 
A)  physiological age. 
B)  neurological age. 
C)  chronological age. 
D)  perceived age.

Question 14

Digital natives expect brands to engage them in two-way digital conversations. This group is also known as:

Accepted Answer

A)  millennials. 
B)  Generation X. 
C)  Generation Y. 
D)  Generation Z. 
A)  millennials. 
B)  Generation X. 
C)  Generation Y. 
D)  Generation Z.

Question 15

Jan is sixteen and feels very stifled by all the rules and regulations in the household. The feeling has grown to a point where she spends little time at home. This reflects a(n)________ theme of conflict.

Accepted Answer

A)  autonomy 
B)  rebellion 
C)  idealism 
D)  pragmatism 
A)  autonomy 
B)  rebellion 
C)  idealism 
D)  pragmatism

Question 16

Consumer identity renaissance refers to the redefinition process people undergo when they retire. The two types of identity renaissance are emergent and:

Accepted Answer

A)  affiliation. 
B)  entertainment. 
C)  revived. 
D)  self-expression. 
A)  affiliation. 
B)  entertainment. 
C)  revived. 
D)  self-expression.

Question 17

Echo boomers is another term for:

Accepted Answer

A)  university students. 
B)  Generation X. 
C)  Generation Y. 
D)  children born after 1995. 
A)  university students. 
B)  Generation X. 
C)  Generation Y. 
D)  children born after 1995.

Question 18

Parents often reward their kids with products and punish them by taking things away. This is known as:

Accepted Answer

A)  negative reinforcement. 
B)  material parenting. 
C)  parental yielding. 
D)  conformity. 
A)  negative reinforcement. 
B)  material parenting. 
C)  parental yielding. 
D)  conformity.

Question 19

When marketers attempt to appeal to people across different age categories,they are using a ________ strategy.

Accepted Answer

A)  mass 
B)  multigenerational marketing 
C)  concentrated 
D)  differentiated 
A)  mass 
B)  multigenerational marketing 
C)  concentrated 
D)  differentiated

Question 20

Mary went to Woodstock and grew up in a neighbourhood with hippies at a time of great political change. She came from which of the following age sub-cultures?

Accepted Answer

A)  Generation Y 
B)  baby boomers 
C)  baby busters 
D)  echo boomers 
A)  Generation Y 
B)  baby boomers 
C)  baby busters 
D)  echo boomers

Marketers cannot ignore Chinese Canadians because they account for 60% of Canada's visible minorities.

Danielle recently turned thirteen and,after hearing many older people telling her not to wear makeup,she began to wear dramatic makeup every day. This reflects a(n)________ theme of conflict.

Describe the teen conflict identified by the Saatchi and Saatchi study as idealism versus pragmatism.

The important thing for marketers to remember about stereotypes of mature consumers is that:

Why does age constitute a subculture?

Of Canada's Aboriginal population,50% are:

Ricardo is a "foodie" who is overeducated and underemployed. He is most likely a:

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Regional segmentation refers to segmenting the market according to their lifestyle patterns around leisure and travel.

Since most Japanese citizens claim homogeneous cultural ties,ethnicity is almost synonymous with the dominant culture in Japan.

Generation Y makes up what percentage of the Canadian population?

Zoomers are a group made up from what type of people?

In segmenting mature consumers,marketers should be guided primarily by their:

Digital natives expect brands to engage them in two-way digital conversations. This group is also known as:

Jan is sixteen and feels very stifled by all the rules and regulations in the household. The feeling has grown to a point where she spends little time at home. This reflects a(n)________ theme of conflict.

Consumer identity renaissance refers to the redefinition process people undergo when they retire. The two types of identity renaissance are emergent and:

Echo boomers is another term for:

Parents often reward their kids with products and punish them by taking things away. This is known as:

When marketers attempt to appeal to people across different age categories,they are using a ________ strategy.

Mary went to Woodstock and grew up in a neighbourhood with hippies at a time of great political change. She came from which of the following age sub-cultures?

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 13: Subcultures

Marketers cannot ignore Chinese Canadians because they account for 60% of Canada's visible minorities.

Danielle recently turned thirteen and,after hearing many older people telling her not to wear makeup,she began to wear dramatic makeup every day. This reflects a(n)________ theme of conflict.

Describe the teen conflict identified by the Saatchi and Saatchi study as idealism versus pragmatism.

The important thing for marketers to remember about stereotypes of mature consumers is that:

Why does age constitute a subculture?

Of Canada's Aboriginal population,50% are:

Ricardo is a "foodie" who is overeducated and underemployed. He is most likely a:

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Regional segmentation refers to segmenting the market according to their lifestyle patterns around leisure and travel.

Since most Japanese citizens claim homogeneous cultural ties,ethnicity is almost synonymous with the dominant culture in Japan.

Generation Y makes up what percentage of the Canadian population?

Zoomers are a group made up from what type of people?

In segmenting mature consumers,marketers should be guided primarily by their:

Digital natives expect brands to engage them in two-way digital conversations. This group is also known as:

Jan is sixteen and feels very stifled by all the rules and regulations in the household. The feeling has grown to a point where she spends little time at home. This reflects a(n)________ theme of conflict.

Consumer identity renaissance refers to the redefinition process people undergo when they retire. The two types of identity renaissance are emergent and:

Echo boomers is another term for:

Parents often reward their kids with products and punish them by taking things away. This is known as:

When marketers attempt to appeal to people across different age categories,they are using a ________ strategy.

Mary went to Woodstock and grew up in a neighbourhood with hippies at a time of great political change. She came from which of the following age sub-cultures?

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters