mkg 310 chapter 2 review questions

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1. The WML, WMA, and WNBA have _____.
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B. been a response to the changing role of women in American society
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2. The percentage of U.S. women who watch sports on TV every week is _____.
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50
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3. ____ are widely held beliefs that affirm what is desirable.
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cultural norms
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4. Which of the following is true regarding changes in American cultural values?
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D. There is substantial variance in values across individuals and groups.
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5. Which of the following provides an accurate description of the organic food market?
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usda standards so enhance trust
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6. Which of the following has NOT been found to be a top motive for organic purchases?
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lower cost
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mitch
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health and environment factors
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8. When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification?
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D. after the end of World War II
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leigh
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advertising
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FALSE regarding the religious/secular value in American society?
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C. America is basically a religious society.
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self-oriented value
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material/nonmaterial
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12. Which of the following is NOT an environment-oriented value?
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all the above
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13is NOT an other-oriented value?
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D. tradition/change
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14. is a current American value?
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active
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15. a traditional American value?
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all of the above
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16. is an emerging American value?
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admiring nature
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18 to 40 are most likely to admit that they are spending beyond their comfort range?
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A. the shift toward immediate gratification
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18. A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.
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B. the types of advertising themes used
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19. A shift back to an emphasis on postponed gratification in American would most likely _____.
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B. decrease the use of credit
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20. Which is NOT a reason why Americans work long hours?
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minimum wage
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21. _____ is consumers’ efforts to reduce their reliance on consumption and material possessions.
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C. Voluntary simplicity
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The voluntary simplicity movement in America represents a shift in which value?
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D. material/nonmaterial
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erica
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voluntary simplicity
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What percentage of American adults exercise regularly?
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less than 50 p
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FALSE regarding Americans’ environment-oriented values?
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b. Americans traditionally have not been very receptive to change.
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professions as architecture, science….
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the creative class
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lakeisha
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creative class
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impact americans emphasis on security
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e. a, b, and c
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a segment used to describe consumers with respect to their environmental activism?
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B. New Green Mainstream
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NOT a segment used to describe consumers with respect to their environmental activism?
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concerned
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environmental activists are concerned about the environment but alter their actions and purchases only when it is convenient?
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the green mainstream
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gertrude
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the naturals
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mickey
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affluent healers
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heather
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the green mainstream
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defining characteristics of American society?
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individualism
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individualism affects?
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all of the above
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Consumers higher in individualism are more likely to _____ when faced with poor service performance.
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a, b, and c
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laurie
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individualism
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According to the authors, American culture increasingly values _____.
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diversity
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is true regarding Americans’ other-oriented values?
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B. Since World War II, Americans have increasingly valued diversity.
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41. The value that Americans place on youth has _____.
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b. shown a slow reversal toward more value being placed on age in recent years
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. A shift away from a competition oriented society would most likely affect _____.
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all of the above
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43. Marketers have responded to Americans’ increasing concern for the environment
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green marketing
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. Which of the following is NOT generally involved in green marketing?
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all of the above
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health valley
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green marketing
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As green claims increased in number and scope,
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green guides
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The “Green Guides” provide
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all of the above
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. Green marketing methods that are profitable for the farmer
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sustainable
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49. Several coffee manufacturers are informing consumers of their fair trade
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sustainability movement
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50. Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?
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cause marketing and personal marketing…… a and b
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51. _____ is done to enhance the welfare of individuals or society without direct benefit to a firm.
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social marketing
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52. Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?
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cause-related marketing
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. Target stores give
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cause-related marketing
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example of cause-related marketing (CRM)?
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C. A company donates $1 to Diabetes research for every purchase of its product by consumers.
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55. Which of the following is a challenge facing marketers who implement cause-related marketing programs?
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d. consumer skepticism and apathy
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56. Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?
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skeptic
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john
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skeptic
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karen
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balancer
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carl
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attribution-oriented
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60. Which consumer group is driven by a desire to help with respect to cause-related marketing programs?
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socially concerned
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maria
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socially concerned
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62. What has been found to improve the results of cause-related marketing programs?
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the fit between the company and the cause
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63. Gay consumers, like heterosexuals, vary in terms of _____.
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all of the above
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64. The gay market has been estimated to comprise _____ of the adult U.S. population.
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7
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65. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?
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D. must have internal policies that do not discriminate against gay employees
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66. Which index is published by the Human Rights Campaign Foundation
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corporate equality index (CEI)
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67. Which is a product or service that often needs modification when targeting gay consumers?
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financial services
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68. used to refer to whether a person is biologically a male or female?
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gender
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69. _____ refers to the traits of femininity and masculinity.
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gender identity
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70. The behaviors considered appropriate for males and females in a given society are known as _____.
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gender roles
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While women are vital members of the workforce in the U.S., they are still
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gender roles
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72. A(n) _____ is based on an attribute over which the individual has little or no control
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ascribed role
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. _____ are based on performance criteria over which the individual has some degree of control.
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achievement roles
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A woman that is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as _____.
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traditional
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catherine
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traditional
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76. A woman that is married where both she and her husband work and share homemaking and child care responsibilities is classified as _____ with respect to gender orientation.
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modern
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rayna
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modern
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78. Which of the following is a segment of female consumers?
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all of the above
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lisa
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trapped working woman
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80. Which of the following is a reason why women are an important target market?
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More women work more hours outside the home today than at any time in our history.
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81. Since women are quite diverse as a group, what other factors must marketers also consider when designing marketing communications?
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all of the above

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