Deck 12: Ethnicity, Religion and Age

Question 1

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 towards religion
D)religion being somewhat of a taboo subject among researchers

Answer 1

religion being somewhat of a taboo subject among researchers

Question 2

________ 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

Answer 2

Acculturation

Question 3

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

Answer 3

progressive learning

Question 4

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 5

When JuHee first moved to Australia and enrolled in university, she made friends with Natasha and Sarah, who had been raised in Australia their entire lives.They taught JuHee many aspects of Australian culture.Natasha and Sarah were acting as ________.

A)cohorts
B)acculturation agents
C)guidance agents
D)ethnographers

Question 6

In Korea, Ryu's primary school years involved mostly teacher-centred rather than student-centred education.Now, after moving to Australia, Ryu is in secondary school, and he is looking forward to his classes having a more student-centred approach that involve more collaboration, communication, and critical thinking than his earlier years in school.Ryu is in the process of ________.

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

Question 7

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 8

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

Question 9

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

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

Question 10

The degree to which individuals in organisations or societies encourage and reward individuals for being fair, altruistic, friendly, generous, caring and kind to others is known as ________.

A)performance orientation
B)future orientation
C)uncertainty orientation
D)humane orientation

Question 11

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

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

Question 12

Cultures that view women's role in society as primarily that of homemakers rather than participants in the workforce are low on the GLOBE dimension of ________.

A)power distance
B)assertiveness
C)gender egalitarianism
D)humane orientation

Question 13

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 14

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 15

Ted was born and raised in the USA and strongly feels that he and others don't need help from the wider community to accomplish goals, and he strongly feels that people need to make their own way in life and that success will only come through personal grit and determination.Ted likely feels this way because he was raised in a(n) ________ culture.

A)collectivist
B)individualist
C)high power distance
D)future orientation

Question 16

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

Question 17

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 18

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 19

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

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

Question 20

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 21

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

A)Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behaviour 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 22

A person born in 1901 would be part of the ________ Generation.

A)War
B)Baby Boom
C)Silent
D)Interbellum

Question 23

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

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.

Question 24

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

A)Jane is going to have fewer resources for retirement than did her mother.
B)Jane will think of herself as being much older than her mother did at the same age.
C)Jane will no longer be interested in youthful styles, while her mother was likely to retain such interests.
D)Jane is much more likely to be physically active than her mother was at the same age.

Question 25

People born between World War I and World War II are known as ________.

A)War Babies
B)the Lost Generation
C)the Silent Generation
D)Baby Boomlets

Question 26

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords, but still be connected to any media at any time.The lifestyle created by this approach is referred to as ________.

A)identity renaissance
B)cosplay
C)distinct-styling
D)connexity

Question 27

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

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

Question 28

An age ________ consists of people of similar ages who have undergone similar experiences.

A)culture
B)paradigm
C)cohort
D)model

Question 29

Researchers measure ________ on dimensions that include 'feel-age' and 'look-age'.

A)chronological age
B)perceived age
C)age cohort
D)social age

Question 30

Gen Yers are at home in a ________, communicating over the internet and via apps on their phones

A)thumb culture
B)tween market
C)grey market
D)renaissance culture

Question 31

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

Question 32

Which of the following best describes the concept of a teenager?

A)Most cultures have historically separated youth between the ages of 13 and 17 as being neither children nor adults.
B)Most primitive cultures have isolated youth between 13 and 17 as being unstable and incapable of membership in adult life.
C)The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 or 70 years ago.
D)The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.

Question 33

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

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

Question 34

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 35

Advertising to teens typically depicts ________.

A)respected adults recommending the product
B)qualified experts explaining the benefit of the product
C)'in' teens using the product
D)family members from two or three generations using the product together

Question 36

Another name for Generation Y is ________.

A)War Babies
B)Slackers
C)The Lost Generation
D)Millennials

Question 37

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?

A)Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence.
B)Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.
C)Most live with their children, have little savings and have an increasingly difficult time adjusting to the changing technical world around them.
D)Most have refused government support and are isolated.They don't trust anyone under 60.

Question 38

Shannon Reeves and Tish Phillips remember their days of student protest in America in the 1960s.Shannon remembers seeing Jimi Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale.These memories about cultural heroes and events are one of the chief characteristics of an age ________.

A)paradigm
B)renaissance
C)cohort
D)perception

Question 39

Jui-Jui has a need to achieve independence.He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighbourhood full of houses, he would have to go some distance to find an apartment that he could afford.This move would mean that he would distance himself from his friends.This example is a common dilemma for many teens.Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

A)Autonomy versus belonging
B)Rebellion versus conformity
C)Idealism versus pragmatism
D)Narcissism versus intimacy

Question 40

Which of the following conflicts common to all teens, identified by Saatchi & Saatchi advertising agency, deals with teens' need to acquire independence?

A)Growth versus restriction
B)Autonomy versus belonging
C)Idealism versus pragmatism
D)Narcissism versus intimacy

Question 41

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 42

Age cohorts share similar problems because they are more genetically similar than people from different cohorts.

Question 43

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

Question 44

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

Question 45

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

Question 46

Jin-Tae has dreams of going to graduate school, but both his mother and father are very sick.Jin-Tae decides to give up his dreams of graduate school in order to stay at home and care for his parents.Jin-Tae is likely part of a collectivist culture.

Question 47

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

Question 48

The degree to which individuals in organisations or societies engage in behaviours such as planning, investing in the future and delaying gratification is a GLOBE dimension known as future orientation.

Question 49

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

Question 50

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 51

Explain how religion can influence consumption.Give two examples.

Question 52

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

Question 53

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 54

Marketers have identified the key values of seniors.One of these is severing the connections with friends and family so that seniors can feel free of restraints.

Question 55

People born between the two World Wars are part of the Silent Generation.

Question 56

Originally, another name for Generation X was 'millennials'.

Question 57

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 an acculturation agent.

Question 58

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

Question 59

Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are suffering an autonomy versus belonging conflict.

Question 60

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 61

Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.

Question 62

Briefly explain how teens have been found to use ridicule to exchange information about consumption norms and values.