Marketing 371: Chapter 10

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A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.
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subculture
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A ________ is that part of the self that our group membership defines.
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social identity
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A society that expects males to pursue ________ goals stresses male self-assertion and mastery.
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agentic
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Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.
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communal; agentic
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________ are characteristics and behaviors that people stereotypically associate with one gender or the other.
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Sex-typed traits
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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 ________.
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sex-typed
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________ refers to the possession of both masculine and feminine traits
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Androgyny
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Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.
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Asian American
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In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word.
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high-context
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The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.
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deethnicization
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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?
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the local community where the immigrant locates
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People and institutions that teach the ways of a culture are called ________.
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acculturation agents
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The cultural learning acquired through ________ leads immigrants to a process of adaptation.
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translation
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In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture.
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assimilation
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Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers.
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segregation
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Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes.
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warming
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Which American ethnic subculture is most likely the fastest growing?
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Asian American
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What statement best describes what Coffee-Mate discovered about African-American coffee drinkers?
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They tend to drink coffee with cream and sugar
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More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOT among them?
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Colorado
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Approximately 60% of Hispanic Americans are of ________ descent.
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Mexican
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Demographically, which of the following are the two most important characteristics of the Hispanic American market?
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It is a young group with families that tend to be large in size.
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Which of the following distinguishes Asian Americans from other subcultures in the United States?
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Asian Americans are the best educated of any ethnic subculture in the United States
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Which of the following is generally true about Asian Americans?
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They are one of the least brand-loyal of all American subcultures
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Which American subculture is most likely to hold technology jobs and purchase high-tech gadgets?
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Asian American
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The lack of marketing information about religion is most likely due to ________.
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the subject being taboo among researchers
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Which of the following statements about teenagers is most likely true?
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The term teenager entered the general American vocabulary in the 1950s
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Advertising to teens typically depicts ________.
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a group of “in” teens using the product
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Gen Yers are most comfortable in a ________, communicating by texting and IMing.
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thumb culture
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Which of the following best explains why marketers view teens as “consumers-in-training”?
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Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.
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The cohort of consumers born between 1965 and 1985 has been labeled ________, or “baby busters.”
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Generation X
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If you were a person born between 1946 and 1964, you would be called a ________.
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Baby Boomer
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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?
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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.
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Researchers measure ________ on dimensions that include “feel-age” and “look-age.”
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perceived age
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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.
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high-context
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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) ________.
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acculturation agent
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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 ________.
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adaptation
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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.
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progressive learning
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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 ________.
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cohort
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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 ________.
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connexity
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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?
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autonomy versus belonging
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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 ________.
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Spanish
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Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?
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Few ethnic subcultures today have powerful stereotypes the general public associates with them.
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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?
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Religion can be effectively used by mainstream marketers
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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?
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ads that talk down to her
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Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?
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Jane is much more likely to be physically active than her mother was at the same age.
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Members of which of the following age cohorts are part of today’s gray market?
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The War Baby Generation
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With respect to the acculturation process, what is the relationship between maintenance and segregation?
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New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.
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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?
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The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real.
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What is a major difference between a Generation Y and a Generation X consumer?
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Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.
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Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?
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growth versus restriction
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Subcultures of young women in Japan start many trends that eventually make their way around the world.
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T
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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.
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T
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By 2050, immigrants will constitute more than 50 percent of the American population.
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F
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The typical immigrant today in the United States is most likely from Europe
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F
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An ethnographer would be interested in studying the process of acculturation in an immigrant community.
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T
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Acculturation agents may come from the culture of immigration, but not from the culture of origin.
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F
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The largest of the “Big Three” American subcultures is the African-American subculture.
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F
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More than half of all Hispanic Americans are of Cuban descent.
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F
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The term Asian refers to 20 ethnic groups, the largest of which is Chinese.
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T
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Asian Americans as a whole tend to be an easy target market to communicate with because of their cultural similarity to one another.
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F
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If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.
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F
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People born between the two World Wars are part of the Silent Generation.
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T
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Cohort experiences are important to marketers but they have no way of measuring it.
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F
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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.
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F
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Gen Yers are the most diverse generation in American history.
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T
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Originally, another name for Generation X was “slackers.”
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T
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Americans over age 50 are the focus of almost 50 percent of advertising.
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F
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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.
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F
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Tyler decided to restore a 1956 Ford. 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 Fords. Tyler has been introduced into a subculture.
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T
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When Erica converted to Catholicism as an adult, she, by definition, entered into an ethnic subculture.
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F
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Martha Sheppard is approaching 70. She wants to give something back to her community. She works hard at her church as a pastoral care volunteer, at her local hospital as a greeter, and for a local AIDS prevention and treatment center as a nurses’ aide and volunteer. She believes that she can make a difference. Martha is an example of a senior citizen who is emphasizing altruism as a key value.
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T
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Promotions that are directed to a “younger lifestyle” in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.
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T
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Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness
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T
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Age cohorts share similar problems because they are more genetically similar than are people from different cohorts.
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F
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It is the actual age of seniors that determines their consumer behavior, not their perceived age.
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F

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