Deck 11: Australian Culture and Lifestyle

Question 1

A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.

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

Answer 1

B

Question 2

Maria Gomez is thrilled to be in Australia.After spending her childhood years in Mexico,she is looking forward to the freedom given to teenage girls in Australia."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 ________.

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

Answer 2

B

Question 3

People and institutions that teach the ways of a culture are called ________.

A) progressive learning models
B) ethnography facilitators
C) host cultures
D) acculturation agents

Answer 3

D

Question 4

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.

A) de-alienation
B) de-ethnicisation
C) de-immigration
D) deculturisation

Question 5

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 neighbourhood,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.

A) life course paradigm
B) progressive learning
C) warming
D) consumer identity renaissance

Question 6

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 sources?

A) Mass media advertising
B) Consulates or embassies
C) The local community where the immigrant locates
D) Relatives in the immigrant's home country

Question 7

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

A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants and physically segregating members of new subcultures into separate groups.
B) New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.
C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants.
D) The relationship is subtle. There is constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.

Question 8

The cultural learning acquired through ________ leads immigrants to a process of adaptation.

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

Question 9

We can trace most religion-oriented marketing activity in Australia to the ________ community.

A) Jewish
B) Buddhist
C) Muslim
D) Christian

Question 10

Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?

A) Few ethnic subcultures today have powerful stereotypes that the general public associates with them.
B) Members of ethnic subcultures have increasing economic power.
C) Symbols that once seemed acceptable may come to be seen as negative.
D) Marketers may not understand possible negative interpretations of ethnic symbolism.

Question 11

Through the process of ________,immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes.

A) assimilation
B) maintenance
C) resistance
D) warming

Question 12

Manuel still remembers the impact of his first university lecture in Australia.As a new immigrant,he was sincere in his desire to learn about the Australian culture that he had chosen to adopt.His lecturer taught Manuel many things about the ways of the Australian culture.In doing so,the lecturer was acting as a(n)________.

A) cohort
B) acculturation agent
C) guidance agent
D) ethnographer

Question 13

Japan is a very tightly knit culture with a rich history and social identification.In this culture,people tend to infer meanings that go beyond the spoken word.This classifies Japan as a ________ culture.

A) high-context
B) low-context
C) progressive
D) paradigm

Question 14

The lack of marketing information about religion is due to ________.

A) the small number of people who are influenced in the marketplace by religious issues
B) the dollar value of the Christian market being very low
C) traditional bigotry toward religion
D) religion being somewhat of a taboo subject among researchers

Question 15

In a(n)________ culture,members of the culture tend to be loosely knit and words carry most of the weight in messages.

A) acculturated
B) high-context
C) ethnic
D) low-context

Question 16

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?

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

Question 17

________ refers to the process of movement and adaptation to one country's cultural environment by a person from another country.

A) Identity renaissance
B) Ethnography
C) Acculturation
D) De-ethnicisation

Question 18

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

A) culture
B) family group
C) subculture
D) cohort

Question 19

In the process of ________,new immigrants adopt products,habits and values they identify with the mainstream culture.

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

Question 20

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

A) warming
B) adaptation
C) segregation
D) movement

Question 21

Which of the following psychographic studies would place a large sample of respondents into homogeneous groups based on the similarity of their overall preferences?

A) General lifestyle segmentation
B) Lifestyle profile
C) Product-specific segmentation
D) Product-specific profile

Question 22

A subculture of young women in Japan start many trends that eventually make their way around the world.

Question 23

An ethnic subculture consists of a self-perpetuating group of consumers who are held together by common cultural and/or genetic ties.This subculture is identified both by its members and by others as a distinguishable category.

Question 24

Using ________,e-commerce marketers serve up customised ads on Web sites based on a customer's prior online activity.

A) archetypes
B) behavioural targeting
C) motivational research
D) geodemography

Question 25

________ refer(s)to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns.

A) Psychographics
B) Geographics
C) Demography
D) Geodemography

Question 26

It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as 'Geek Chic Guy' or 'Whole Foods Woman.'

Question 27

Tyler decided to restore a 1970s Porsche.When he started,he wasn't sure where he could find certain parts and product information.He rapidly found that there was an entire group of people who restored classic Porsches.Tyler has been introduced to a subculture.

Question 28

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

Question 29

An individual who scores high on an assessment of of self - sufficiency would be MOST likely to be categorised in which of the following VALS™ groups?

A) Innovators
B) Strivers
C) Achievers
D) Makers

Question 30

An ethnographer would be interested in studying the process of acculturation in an immigrant community.

Question 31

The typical immigrant today in Australia is most likely from India.

Question 32

The term 'Asian' refers to 20 ethnic groups,the largest of which is Chinese.

Question 33

The VALS™ group with the highest levels of resources and innovation is termed the ________.This group is concerned with social issues and is open to change.

A) Believers
B) Strugglers
C) Innovators
D) Makers

Question 34

An advertiser that uses its Web site to attract consumers classified as Innovators,Achievers and Experiencers most likely uses which of the following segmentation systems?

A) BrandAsset Archetypes
B) VALS™
C) RISC
D) PRIZM NE

Question 35

Norma is a researcher investigating lifestyles of the rich and famous.This week she is examining her target audience's views on food,the media,fashion and recreation.Which of the AIO categories is the subject of Norma's research at present?

A) Activities
B) Interests
C) Opinions
D) Ideas

Question 36

One important system of psychographic research measures AIO categories.What do AIOs measure?

A) Agreeableness, Ideas and Observations
B) Activities, Ideas and Operations
C) Activities, Interests and Opinions
D) Age, Interests and Otherness

Question 37

When Erica converted to Catholicism as an adult,she,by definition,entered into an ethnic subculture.

Question 38

Acculturation agents may come from the culture of immigration,but not from the culture of origin.

Question 39

Lee-Ann is young and enjoys risky experiences such as skydiving,bungee jumping and snowboarding.To which of the following VALS™ groups would Lee-Ann most likely belong?

A) Thinkers
B) Achievers
C) Strivers
D) Experiencers

Question 40

Ad Bait Advertising Agency has a new technique for reaching consumers.It tailors its clients' ads to consumers based on consumer Internet use.Specifically,Ad Bait tracks the Web sites visited by selected consumers and then determines what ads would be best suited to these consumers.Which of the following terms most closely matches Ad Bait's strategy for reaching consumers?

A) Lifestyle research
B) Personality research
C) Behavioural targeting
D) Personalised re-targeting

Question 41

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).

Question 42

List the various ways that psychographic segmentation can be used.

Question 43

Elizabeth has few resources with which to purchase essentials.She tends to favour proven brands and does not take many risks.She also is very concerned about the approval of others when she goes out in public.Under the VALS™ classification system,Elizabeth would most likely be labelled a Striver.

Question 44

Blockbuster.com uses software that recommends videos to a customer based on attributes the movies share with other movies the customer has already ordered.This is an example of behavioural targeting.

Question 45

According to an interpretation of the VALS™ segmentation system,consumers who have ideals as their primary motivation would be classified as Experiencers and Makers.

Question 46

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

Question 47

Using the product-specific profile form of psychographic studies,a researcher would look for items that differentiate between users and nonusers of a product.

Question 48

Subcultures are defined in such a way that a person may belong to many at the same time.What in the definition allows any given person to belong to multiple groups,and what subcultures would apply to almost everyone?

Question 49

Several processes and outcomes come into play as immigrants adapt to their new surroundings.List these processes and outcomes and create an example that demonstrates the linkage between them.

Question 50

Explain how religion can influence consumption.Give two examples.

Question 51

Describe the concept of psychographics.Then compare the four forms of psychographic analysis used in marketing.

Question 52

How are psychographics distinct from demographics? Why would it be necessary to study psychographics to better understand marketing and consumer behaviour?

Question 53

Explain the concept of de-ethnicisation.Give an example.

Question 54

There are eight categories listed in the VALS™ system.List and briefly describe each of the categories.In which of the eight categories of the VALS™ system would a rich,60-year-old woman who is open to new ideas belong?