Question 1

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

Accepted Answer

subculture

Question 2

A ________ is that part of the self that our group membership defines.

Accepted Answer

social identity

Question 3

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

Accepted Answer

agentic

Question 4

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

Accepted Answer

communal; agentic

Question 5

________ are characteristics and behaviors that people stereotypically associate with one gender or the other.

Accepted Answer

Sex-typed traits

Question 6

The title of a popular book once proclaimed that Real Men Don\'t Eat Quiche. Products that take on masculine or feminine attributes are said to be ________.

Accepted Answer

sex-typed

Question 7

________ refers to the possession of both masculine and feminine traits

Accepted Answer

Androgyny

Question 8

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

Accepted Answer

Asian American

Question 9

In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word.

Accepted Answer

high-context

Question 10

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

Accepted Answer

deethnicization

Question 11

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

the local community where the immigrant locates

Question 12

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

Accepted Answer

acculturation agents

Question 13

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

Accepted Answer

translation

Question 14

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

Accepted Answer

assimilation

Question 15

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

Accepted Answer

segregation

Question 16

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

Accepted Answer

warming

Question 17

Which American ethnic subculture is most likely the fastest growing?

Accepted Answer

Asian American

Question 18

What statement best describes what Coffee-Mate discovered about African-American coffee drinkers?

Accepted Answer

They tend to drink coffee with cream and sugar

Question 19

More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOT among them?

Accepted Answer

Colorado

Question 20

Approximately 60% of Hispanic Americans are of ________ descent.

Accepted Answer

Mexican

Question 21

Demographically, which of the following are the two most important characteristics of the Hispanic American market?

Accepted Answer

It is a young group with families that tend to be large in size.

Question 22

Which of the following distinguishes Asian Americans from other subcultures in the United States?

Accepted Answer

Asian Americans are the best educated of any ethnic subculture in the United States

Question 23

Which of the following is generally true about Asian Americans?

Accepted Answer

They are one of the least brand-loyal of all American subcultures

Question 24

Which American subculture is most likely to hold technology jobs and purchase high-tech gadgets?

Accepted Answer

Asian American

Question 25

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

Accepted Answer

the subject being taboo among researchers

Question 26

Which of the following statements about teenagers is most likely true?

Accepted Answer

The term teenager entered the general American vocabulary in the 1950s

Question 27

Advertising to teens typically depicts ________.

Accepted Answer

a group of \"in\" teens using the product

Question 28

Gen Yers are most comfortable in a ________, communicating by texting and IMing.

Accepted Answer

thumb culture

Question 29

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

Accepted Answer

Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Question 30

The cohort of consumers born between 1965 and 1985 has been labeled ________, or \"baby busters.\"

Accepted Answer

Generation X

Question 31

If you were a person born between 1946 and 1964, you would be called a ________.

Accepted Answer

Baby Boomer

Question 32

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?

Accepted Answer

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.

Question 33

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

Accepted Answer

perceived age

Question 34

Japan is a very tightly knit culture with 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.

Accepted Answer

high-context

Question 35

Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel about the ways of the U.S. culture. In doing so, the professor was acting as a(n) ________.

Accepted Answer

acculturation agent

Question 36

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

adaptation

Question 37

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 neighborhood, 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.

Accepted Answer

progressive learning

Question 38

Shannon Reeves and Tish Phillips remember their experiences with student protests 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 ________.

Accepted Answer

cohort

Question 39

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 ________.

Accepted Answer

connexity

Question 40

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 neighborhood 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?

Accepted Answer

autonomy versus belonging

Question 41

In Canada, product instructions and identifications are written in English and French. To reach the most customers, the same instructions in the United States should be written in English and ________.

Accepted Answer

Spanish

Question 42

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

Accepted Answer

Few ethnic subcultures today have powerful stereotypes the general public associates with them.

Question 43

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

Religion can be effectively used by mainstream marketers

Question 44

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

Accepted Answer

ads that talk down to her

Question 45

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

Accepted Answer

Jane is much more likely to be physically active than her mother was at the same age.

Question 46

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

Accepted Answer

The War Baby Generation

Question 47

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

Accepted Answer

New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.

Question 48

The first thing D\'Andrea was asked when she went to work for an advertising firm is how marketing promotions to African-Americans should differ from marketing promotions to Caucasians. What is the best advice D\'Andrea could give her new employer?

Accepted Answer

The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real.

Question 49

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

Accepted Answer

Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

Question 50

Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?

Accepted Answer

growth versus restriction

Question 51

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

Accepted Answer

T

Question 52

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

Accepted Answer

T

Question 53

By 2050, immigrants will constitute more than 50 percent of the American population.

Accepted Answer

F

Question 54

The typical immigrant today in the United States is most likely from Europe

Accepted Answer

F

Question 55

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

Accepted Answer

T

Question 56

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

Accepted Answer

F

Question 57

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

Accepted Answer

F

Question 58

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

Accepted Answer

F

Question 59

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

Accepted Answer

T

Question 60

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

Accepted Answer

F

Question 61

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

F

Question 62

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

Accepted Answer

T

Question 63

Cohort experiences are important to marketers but they have no way of measuring it.

Accepted Answer

F

Question 64

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.

Accepted Answer

F

Marketing 371: Chapter 10 – Flashcards

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