Deck 5: The Changing American Society: Subcultures

Question 1

The relatively faster growth rate of non-European groups in the United States is due to their _____.

A) higher birthrates
B) greater immigration
C) lower death rates
D) A and B
E) A, B, and C

Answer 1

D
Explanation: The relatively faster growth rate of non-European groups in the United States is due to their higher birthrates and greater immigration.

Question 2

The degree to which an individual behaves in a manner unique to a subculture depends on _____.

A) the extent to which the individual identifies with that subculture
B) how long the individual has been in this country
C) the age of the individual
D) the education of the individual
E) the extent to which others in that subculture accept that individual

Answer 2

A
Explanation: The unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as its current situation.

Question 3

By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups?

A) 80 percent
B) 36 percent
C) 47 percent
D) 25 percent
E) 55 percent

Answer 3

C
Explanation: Non-European ethnic groups constitute a significant and growing part of our population.

Question 4

_____ subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or national background.

A) Ethnic
B) Racial
C) Religious
D) Gender
E) Geographic

Question 5

A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____.

A) market segment
B) subculture
C) ethnic group
D) reference group
E) subgroup

Question 6

Which of the following are bases for subcultures in the United States?

A) ethnic groups
B) religions
C) geographic areas
D) generations
E) all of the above

Question 7

Which of the following is predicted to be the fastest-growing ethnic group in the United States between 2010 and 2030?

A) Whites
B) Blacks
C) Hispanics
D) Asian
E) South Americans

Question 8

Which of the following statements is FALSE regarding subcultures in the United States?

A) The degree to which an individual behaves in a manner unique to a subculture depends on the extent to which the individual identifies with that subculture.
B) Religious groups are the most commonly described subcultures.
C) We are all members of several subcultures.
D) There are very large variations within each subculture.
E) Generations also function like subcultures.

Question 9

Sponsorship of ethnic events is _____.

A) unpopular because the events do not connect with ethnic subcultures
B) popular as the only way of marketing to ethnic subcultures
C) a means of engaging an ethnic subculture in an authentic way
D) not supported by major corporations in the United States
E) all of the above

Question 10

Which of the following is the largest ethnic subculture in the United States?

A) African American
B) Hispanic
C) Asian
D) Native American
E) Caribbean

Question 11

Compared to the white population, Asian Americans tend to _____.

A) be younger
B) be higher educated
C) have a higher household income
D) be a larger subculture
E) B and C

Question 12

Which of the following is NOT a segment of the African American market identified by Yankelovich?

A) Broadcast Blacks
B) Black is Better
C) Digital Networkers
D) Faith Fulfills
E) Black is Beautiful

Question 13

Toys-R-Us is examining subcultures in the United States and wants to identify the ethnic subculture that has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion?

A) White
B) Black
C) Hispanic
D) Asian American
E) South American

Question 14

The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of ethnic groups to specific _____.

A) people
B) points in history
C) geographic regions
D) languages
E) none of the above

Question 15

Which of the following are the most commonly described subcultures?

A) ethnic groups
B) religions
C) generations
D) genders
E) geographic areas

Question 16

Which of the following was the source of the most immigrants into the United States in 2009?

A) Asia
B) Mexico
C) Europe
D) Latin America
E) Africa

Question 17

Which of the following statements is TRUE regarding ethnic subcultures?

A) European ethnic groups constitute a significant and growing part of the U.S. population.
B) Hispanics are the largest population group in the South and in urban areas in the Northeast and Midwest.
C) The influence of one's ethnic heritage on behavior is not influenced by situational factors.
D) All subcultures are very diverse, and general descriptions do not apply to all of the members.
E) Ethnicity is the only factor that influences an individual's behavior.

Question 18

Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____.

A) subsegments
B) subgroups
C) secondary markets
D) subcultures
E) reference groups

Question 19

Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest education levels and median household incomes. Which ethnic group meets these criteria?

A) Whites
B) Blacks
C) Hispanics
D) Asian Americans
E) South Americans

Question 20

Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015?

A) Whites
B) Blacks
C) Hispanics
D) Asian Americans
E) South Americans

Question 21

Theresa is a 40-year-old single parent living in the city. She is confident and positive and enjoys wearing the latest fashions. Which segment of the African American market identified by Yankelovich best describes Theresa?

A) Black Onliners
B) Black is Better
C) Digital Networkers
D) Boomer Blacks
E) Faith Fulfills

Question 22

Which African American market segment identified by Yankelovich is teens living at home, with more than half raised by a single parent, is tech savvy, and is brand conscious, especially those brands popular with their culture?

A) Boomer Blacks
B) Connected Black Teens
C) Black Onliners
D) Stretched Black Straddlers
E) Healthy Teens

Question 23

Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good health, and he has not been able to buy health insurance with his limited income. In terms of Yankelovich's segments of African Americans, which one best describes Jimmy?

A) Sick and Stressed
B) Family Struggles
C) Stretched Black Stragglers
D) Faith Fulfills
E) Digital Networkers

Question 24

Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep in touch with his friends. Which African American market segment identified by Yankelovich best describes Nick?

A) Boomer Blacks
B) Connected Black Teens
C) Black Onliners
D) Stretched Black Straddlers
E) Healthy Indulgers

Question 25

Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time watching television and visiting her friends. She doesn't use brands to indicate to others her style and identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra?

A) Sick and Stressed
B) Family Struggles
C) Stretched Black Stragglers
D) Faith Fulfills
E) Digital Networkers

Question 26

Which African American market segment identified by Yankelovich is older, is upper middle class, is heavily online, prefers Black advertising, and strongly supports "Buying Black."

A) Broadcast Blacks
B) Black is Better
C) Boomer Blacks
D) Digital Networkers
E) Faith Fulfills

Question 27

Robert is a successful 51-year-old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would Robert belong?

A) Broadcast Blacks
B) Black is Better
C) Boomer Blacks
D) Digital Networkers
E) Faith Fulfills

Question 28

Which of the following magazines is NOT in the Black Men's Top 5?

A) Maxim
B) Time
C) Jet
D) Ebony
E) Sports Illustrated

Question 29

According to the Census Bureau, a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race is defined as a(n) _____.

A) African American
B) Asian American
C) Hispanic
D) Native American
E) subculture

Question 30

Which of the following statements is TRUE regarding African American Internet usage?

A) African Americans utilize mobile devices to access social media more than whites.
B) African Americans are more likely to access the Web for news and information, such as general news, sports, health, and finances than the general population.
C) African Americans prefer a Black perspective on news and information.
D) Roughly 81 percent of African American adults are online.
E) All of the above are true.

Question 31

LaShonda is an African American high school student who lives with her single mother. She is tech savvy, watches BET, and buys brands that are popular with her culture. To which segment of the African American market identified by Yankelovich would LaShonda belong?

A) Boomer Blacks
B) Connected Black Teens
C) Black Onliners
D) Stretched Black Straddlers
E) Healthy Teens

Question 32

Which segment of the African American market identified by Yankelovich is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM?

A) Boomer Blacks
B) Connected Black Teens
C) Black Onliners
D) Stretched Black Straddlers
E) Healthy Indulgers

Question 33

Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and is positive about the future?

A) New Middle Class
B) Black Onliners
C) Digital Networkers
D) Boomer Blacks
E) Faith Fulfills

Question 34

What is the major difference between white and black shoppers' store selection criteria?

A) respect
B) location
C) price
D) merchandise selection
E) sponsorships

Question 35

Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black, but feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong?

A) New Middle Class
B) Black Onliners
C) Digital Networkers
D) Boomer Blacks
E) Faith Fulfills

Question 36

Mexican Americans tend to live in which region of the United States?

A) New York and New Jersey
B) Southwest and California
C) California, New York, and Florida
D) Midwest
E) South

Question 37

Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler offered test drives before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this market.

A) place-based marketing
B) event marketing
C) targeted marketing
D) street marketing
E) zoned marketing

Question 38

Which segment of the African American market identified by Yankelovich is middle age, is upper-middle income, is family-oriented, and prefers to be around people of their own ethnicity?

A) Black Onliners
B) Black is Better
C) Digital Networkers
D) Boomer Blacks
E) Faith Fulfills

Question 39

Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Census Bureau, Juan would be classified as a(n) _____.

A) African American
B) Asian American
C) Hispanic
D) Native American
E) subculture

Question 40

_____ involves creating or sponsoring an event that has a particular appeal to a market segment.

A) Place-based marketing
B) Event marketing
C) Target marketing
D) Specific marketing
E) Zoned marketing

Question 41

According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to U.S. born parents, has the highest education and income levels, is most likely to identify themselves as Americans, is most likely to have English as the primary language, and is somewhat less likely to ascribe to traditional values?

A) first-generation adults
B) second-generation adults
C) third-generation adults
D) primary-generation adults
E) secondary-generation adults

Question 42

Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the Hispanic teen market. Which of the following would have the greatest impact on this market by helping Hispanic bicultural teens differentiate from the U.S. mainstream?

A) Stress an urban and Spanglish twist on their brands.
B) Stress how this expensive brand will communicate to others that they are "Americanized."
C) Communicate only in English.
D) Stress the quality of the brand.
E) Stress how American teens will follow their sense of style.

Question 43

Which of the following statements is FALSE regarding marketing to Hispanics?

A) Hispanic consumers tend to be highly brand loyal.
B) Hispanics tend to be more receptive than the general market to store brands.
C) Serious attempts to target Hispanics will often involve Spanish-language media.
D) Hispanics have historically lagged behind the general population in terms of Internet usage.
E) The primary retailing responses to this market have been increasing the number of bilingual salespeople, the use of Spanish language signs, directions, and point-of-purchase displays, and merchandise assortments that reflect the needs of the local Hispanic community.

Question 44

Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She has an MBA and earns the highest income in her family; she identifies herself as an American, speaks English as her primary language, and does not ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic Center's generations of Hispanic adults, to which generation does Maria belong?

A) first-generation adults
B) second-generation adults
C) third-generation adults
D) primary-generation adults
E) secondary-generation adults

Question 45

While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the following is one of those variables?

A) common language
B) common religion
C) emergence of national Spanish-language media
D) emergence of national entertainment figures
E) all of the above

Question 46

Most Asian Americans come from home cultures influenced by _____, which emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband.

A) traditionalism
B) Judaism
C) Protestant Ethics
D) Confucianism
E) Islam

Question 47

Henry was born in the United States, but his parents were born in China. He was brought up to be subordinate to his father and his elders, and when he marries, he will expect his wife to be subordinate to him. Henry is influenced by _____.

A) traditionalism
B) Judaism
C) Protestant Ethics
D) Confucianism
E) Islam

Question 48

Which of the following is NOT a way that retailers have responded to the needs of the Hispanic market?

A) lowering prices on nationally branded products
B) increasing the number of bilingual salespeople
C) using Spanish language signs and directions
D) using Spanish language point-of-purchase displays
E) having merchandise assortments that reflect the needs of the local Hispanic community

Question 49

In terms of the Asian American market, which segment identified by Market Segment Research is older, often retired, has strong identification with their original culture, tends to use their native language as their primary language, and is not concerned about status?

A) Traditionalists
B) Established
C) Living for the Moment
D) Market followers
E) Contented

Question 50

Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has not graduated from high school, and works as a day laborer in the agricultural industry in California. He and his family still possess traditional values, which include him making all the decisions for his family's welfare. The Pew Hispanic Center would identify Jose as which generation of Hispanic adults?

A) first-generation adults
B) second-generation adults
C) third-generation adults
D) primary-generation adults
E) secondary-generation adults

Question 51

Which subculture is the most diverse group, with numerous nationalities, languages, and religions?

A) Hispanics
B) African Americans
C) Asian Americans
D) Native Americans
E) Asian-Indian Americans

Question 52

Carlos was born in the United States to immigrant parents. He has a higher income and education than his father, is more likely to identify himself as an American, speaks Spanish and English fluently, and is less likely to ascribe to traditional values than his parents. According to the Pew Hispanic Center, to which generation of Hispanic adults does Carlos belong?

A) first-generation adults
B) second-generation adults
C) third-generation adults
D) primary-generation adults
E) secondary-generation adults

Question 53

Which generation of Hispanic adults was born outside the United States, has the lowest income and education, is most likely to identify themselves as Hispanic, is most likely to have Spanish as their primary language, and is most likely to possess traditional values including a masculine view of the family decision hierarchy?

A) first-generation adults
B) second-generation adults
C) third-generation adults
D) primary-generation adults
E) secondary -generation adults

Question 54

Bicultural Hispanic teens tend to ____.

A) feel more pressure to blend in and "be American" than their parents
B) reject the presence of Latin American icons
C) acculturate by adding another culture, not by replacing their first culture
D) replace their first culture but continue to speak Spanish exclusively
E) strive to communicate and lead the same traditional Hispanic lifestyle of their parents

Question 55

Which of the following represents the largest national background of Asian Americans?

A) Chinese
B) Filipino
C) Japanese
D) Korean
E) Vietnamese

Question 56

The degree to which an immigrant has adapted to his or her new culture is known as _____.

A) dispersion
B) traditionalization
C) acculturation
D) modernization
E) secularization

Question 57

Which subculture of Hispanics tends to have incomes well above the others?

A) Puerto Ricans
B) Mexican Americans
C) Latinos from Central America
D) Cubans
E) A and D

Question 58

Which religion heavily influences the Hispanic culture?

A) Protestantism
B) Buddhism
C) Islam
D) Judaism
E) Roman Catholicism

Question 59

According to the Pew Hispanic Center, which generation of Hispanic adults was born in the United States to immigrant parents, is more likely than the previous generation to identify themselves as Americans, is equally split between bilinguals and English as their primary language, and is somewhat less likely to ascribe to traditional values?

A) first-generation adults
B) second-generation adults
C) third-generation adults
D) primary-generation adults
E) secondary-generation adults

Question 60

Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across nationality groups. Which of the following is one of the segments identified?

A) Confucianists
B) Conformists
C) Traditionalists
D) Market followers
E) all of the above

Question 61

Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality nationwide?

A) broadcast television
B) direct broadcast satellite (DBS)
C) cable television
D) Sports Illustrated magazine
E) satellite radio

Question 62

The different religions in America prescribing differing values and behaviors are known as religious _____.

A) subcultures
B) sects
C) segments
D) societies
E) pacts

Question 63

Which of the following is the largest Native American tribe?

A) Cherokee
B) Navajo
C) Sioux
D) Chippewa
E) Choctaw

Question 64

Which of the following is NOT a country from which Arab Americans come?

A) Morocco
B) Algeria
C) Egypt
D) Saudi Arabia
E) Israel

Question 65

America is basically a _____. That is, the educational system, government, and political process are not controlled by a religious group, and most people's daily behaviors are not guided by strict religious guidelines.

A) Godless society
B) secular society
C) religious society
D) non-Christian society
E) regional society

Question 66

What percentage of Arab Americans are U.S. citizens?

A) less than 20 percent
B) 25 percent
C) 40 percent
D) 75 percent
E) more than 80 percent

Question 67

Which of the following statements is TRUE regarding marketing to Asian Americans?

A) Asian Americans are not highly tech savvy or heavy users of the Internet.
B) Effective communication is achieved by simply translating ad copy.
C) Geographic concentration is aiding marketing efficiency.
D) There are very limited options for reaching this market through television.
E) The purchasing power of this group and its various segments is not attractive enough for marketers to pursue it seriously.

Question 68

Much of the American value system and the resultant political and social institutions are derived from the _____ beliefs of the early settlers.

A) Judaic
B) Islamic
C) Confucian
D) Christian
E) Buddhist

Question 69

Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a "born-again" experience, and encouraging others to believe in Jesus Christ?

A) Buddhists
B) Confucianists
C) Born-again Christians
D) Islamists
E) Jewish

Question 70

While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural traits. Which of the following is NOT one of these shared traits?

A) They place a great value on education, particularly their children's education.
B) They are concerned with financial security and save at a rate much higher than the average American.
C) Husbands and wives tend to share an equal role in family decisions.
D) They do not have a "throw-away" mentality; they shop for value and look for quality and durability.
E) All of the above are shared traits

Question 71

Which segment of Asian Americans identified by Market Segment Research is younger; has moderate identification with their native culture; tends to be bilingual; and includes spontaneous, materialistic, and impulsive shoppers who are concerned with status and quality?

A) Traditionalists
B) Established
C) Living for the Moment
D) Market leaders
E) Contented

Question 72

The U.S. Census reports Native Americans by _____.

A) one tribe only
B) one tribe only or in combination with another tribe
C) one tribe only or in combination with another tribe plus in combination with any other race
D) A and B only
E) A, B, and C

Question 73

Li Ming is an Asian American of Chinese dissent and is young; has a moderate identification with her native culture; is bilingual; and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and quality. Which segment of the Asian American market identified by Market Segment Research best describes her?

A) Traditionalists
B) Established
C) Living for the Moment
D) Market leaders
E) Contented

Question 74

The generation of Asian Americans that was born in the United States to immigrant parents is sometimes referred to as _____.

A) Generation 2.0
B) the Next Generation
C) the Millennials
D) Generation American
E) Generation 3.0

Question 75

There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on _____.

A) degree of acculturation
B) social class
C) generation
D) lifestyle
E) all of the above

Question 76

Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong?

A) Hispanic
B) Asian American
C) Asian-Indian American
D) Arab American
E) Native American

Question 77

Huata is a Native American from the largest tribe in the United States. Which tribe does she come from?

A) Cherokee
B) Navajo
C) Sioux
D) Chippewa
E) Choctaw

Question 78

John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks primarily Japanese, and is not concerned about status. Which segment of the Asian American market identified by Market Segment Research best describes John?

A) Traditionalists
B) Established
C) Living for the Moment
D) Market followers
E) Contented

Question 79

Frank Chen is a Chinese immigrant in his mid-50s and has a master's degree in engineering from MIT. He is a conservative professional with no need or desire for native-language programming. He is willing to pay premium prices for high-quality products. Which segment of the Asian American market identified by Market Segment Research best describes him?

A) Traditionalists
B) Established
C) Living for the Moment
D) Market followers
E) Contented

Question 80

Which type of subculture arises as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled there, and significant social and political events?

A) ethnic
B) regional
C) religious
D) generational
E) transient