MKTG 633: Exam 4 – Flashcards
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Consumers' lifestyles are affected by group membership within society-at-large. These groups are known as ________.
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subcultures
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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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Susan loves showing homes to new buyers. She is good at what she does, and she can always show a home in its best light. Recently, Susan has been getting more and more Asian-American buyers. She has found that she has had to take some time to study ________, which controls the flow of positive energy through a home and brings good luck, if she is to be successful with these buyers.
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feng shui
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We can trace most religion-oriented marketing activity in America to the ________ community.
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Born-Again Christian
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Maria Schuler was never quite sure if it was correct for her to be defined as a member of a specific ________ subculture. She spoke Spanish, lived in the United States, and had emigrated from Argentina, where her parents had emigrated from Germany only 20 years before.
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ethnic
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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 and the book The Da Vinci Code are evidence of which of the following?
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Religion can be effectively used by mainstream marketers.
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One of the basic ways to separate age cohorts is to focus on the fact that they ________.
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share many common memories about cultural heroes or events
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"They don't make them like they used to," "Products are getting shoddier and shoddier," and "We are experiencing a decline in the quality of life" are all examples of statements used on a(n) ________ scale.
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nostalgia
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According to Teenage Research Unlimited, all of the following are among the most important social issues for teens today EXCEPT ________.
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popularity
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Teens have a reputation for being rebellious and resisting authority, but some cultures value conformity. According to the text, what has been the result of the collision between these two forces in Asian cultures?
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Some experts have said that many Asian teens act almost schizophrenic; on one hand wearing the symbolic clothing and listening to the music of rebellion, while on the other hand still conforming almost entirely to their culture.
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The elderly market is well suited for segmentation. The primary reason for this is that these consumers ________.
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are easy to identify by age and stage in the family life cycle
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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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Shawn was raised in Singapore. When his parents moved to the United States, he was 15 years old. The American teen culture appealed to Shawn, but like many Singaporeans he found it to be too ________ for his liking.
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rebellious
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The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________.
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culture
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Cultures differ in terms of how influence is distributed and how people react to others who have more or less influence. This dimension of culture is called ________.
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power distance
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In a(n) ________ culture, people subordinate their personal goals to those of a stable in-group.
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collectivist
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Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group. When Carl receives his fraternity pin in a final ceremony and joins his new brothers, he will have passed through the final stage of a rite of passage. According to the text, what is this final stage called?
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aggregation
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When a sacred item or symbol is removed from its special place or is duplicated in mass quantities, then it becomes profane as a result of ________.
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desacralization
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Ralf and his brother had a business in a Midwest college town taking SUVs and modifying them into tailgating machines. These "awesome party wagons" were equipped with the owner's desired team logo on the front, side, and back; gas grills; and large beverage coolers. Their business boomed, especially when the university had a winning season. Ralf and his brother were creating and selling what could be best described as ________.
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ritual artifacts
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Endless copies have been made of the Mona Lisa. The famous painting was once portrayed on the cover of MAD magazine. The Mona Lisa has been ________.
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desacralized
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It is quite common for mainstream culture to modify symbols identified with "cutting edge" subcultures and present these to a larger audience. Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders.
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cooptation
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Stories, movies, and art products follow a cultural ________ when they utilize familiar roles and props in a consistent manner.
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formula
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In the diffusion of innovation process, the ________ are the one-sixth of the population that is very slow to adopt.
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laggards
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Consumers can experiment with an innovation that has the attribute of ________ before committing to it.
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trialability
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The early fashion theory that shifting erogenous zones accounted for fashion changes is an example of a(n) ________ model of fashion.
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psychological
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Many manufacturers of products now pay large sums of money to have their products appear in a timely or flattering position in movies. For example, a Reebok shoe box (containing a secret bank book) played a significant and recurring role in the highly successful romantic thriller Ghost. When companies pay to have their products appear in this manner, they are participating in what the text calls ________.
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product placement
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Raj Suka absolutely loves computers. He always knows what is new before it even gets to the computer store. Through a variety of network contacts (including chat rooms and blogs), Raj is able to amass a great amount of information to use in his purchase decisions. He doesn't particularly care what others do. He cares about his own likes and dislikes. Raj would most likely fall into which of the following adopter groups, with respect to computers?
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innovators
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Microcultures of young women in Japan start many trends that eventually make their way around the world.
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True
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An acculturation agent is used by businesses to document the tastes and preferences of ethnic and racial subcultures for marketing purposes.
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False
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According to the process of consumer acculturation, individual differences are affected by consumer acculturation agents such as family, friends, media, and institutions.
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True
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The largest of the "Big Three" American subcultures is the African-American subculture.
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False
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According to Asian beliefs, harmful chi travels in a straight line, whereas gentle chi travels on a curved path.
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True
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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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True
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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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True
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People born between the two World Wars are part of the Silent Generation.
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True
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Gen Yers are the most homogeneous generation in American history.
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False
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Being "footloose" and connected at the same time is referred to as lifestyle disconnexity.
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False
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Although advertisers are always lured by youth, many are reconsidering this fixation in light of the baby boomers' huge spending power.
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True
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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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True
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The Generation Y cohort is actually larger in numbers than the baby boomer cohort.
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True
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It is the actual age of seniors that determines their consumer behavior, not their perceived age.
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False
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Once a culture is established it doesn't change. An apparent change in a culture is simply the emergence of a new culture.
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False
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A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.
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False
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In many cultures, stories feature talking animals that act as mediating figures.
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True
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Members of the Calvary Hill Baptist Church consider themselves to be full gospel, a tight-knit family-oriented church, and a place where the light of service and faith shines brightly on the congregation. The members of the church could be said (from this description) to share a common uncertainty avoidance.
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True
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Where you choose to sit in an almost empty movie theater is most likely determined by your culture's mores.
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False
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Some religious rituals have become so associated with mass consumption that they lose much of their original meaning. This is an example of desacralization.
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True
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In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen as binary opposite; one promotes selflessness while the other promotes materialism.
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True
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A romance novel is an example of an art form that follows a cultural formula.
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True
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A fad has a relatively long acceptance cycle in today's marketplace because of the money necessary to develop the fad.
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False
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The emic perspective encourages businesspeople to look at cultures as being more alike than different.
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False
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An international marketer trying to develop a product to sell in a foreign market who adopted an etic perspective would focus on commonalties across the cultures when developing the product.
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True
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A promotion director of a fine arts museum could use mass-marketing techniques to promote a fine art gallery much the same way she could promote any other mass-marketed product.
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True
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Products appearing in retail stores are examples of the use of product placement.
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False
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Because Stephanie is an innovator with computer products, marketers should assume that she is also an innovator with clothing styles.
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False
