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Q:
The term affluenza refers to ________.
A) members of the lower-middle class who are struggling to make ends meet
B) tightwads who are reluctant to spend money on anything but basic necessities
C) scrimpers who have traded down to less expensive brands to save money
D) well-off consumers who are stressed or unhappy despite or even because of their wealth
Q:
Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices. Which of the following is the best example of a product with those characteristics?
A) liquor
B) cars
C) homes
D) refrigerators
Q:
The hundreds of millions of consumers around the world who can now afford higher quality products belong to the ________.
A) prestige class
B) mobile demanders
C) ruling class
D) mass class
Q:
According to a classic view of the American class structure, the newer social elites, drawn from current professionals, belong to which of the following social class categories?
A) Lower-Upper
B) Upper-Upper
C) Upper-Middle
D) Lower-Middle
Q:
Sandra Jackson decided to become a nurse after several years as an elementary teacher. She still wanted to help people; she just wanted to do it differently. Sandra's case is an example of which of the following?
A) downward mobility
B) upward mobility
C) horizontal mobility
D) status crystallization
Q:
________ refers to the passage of individuals from one social class to another.
A) Status crystallization
B) Social affinity
C) Social mobility
D) Social stratification
Q:
Most groups exhibit a structure called a ________ in which some members are somehow better off than others.
A) status hierarchy
B) social array
C) social mobility
D) symbolic reference
Q:
A person who receives rewards and status because of hard work is said to have ________ status.
A) ascribed
B) hierarchical
C) achieved
D) longitudinal
Q:
A person who is born into a rich, powerful family is said to have ________ status.
A) ascribed
B) hierarchical
C) achieved
D) longitudinal
Q:
The phenomenon called ________ refers to the creation of artificial divisions in a society.
A) reference group affiliation
B) ascribed status
C) mass class
D) social stratification
Q:
We tend to marry people in a similar social class to our own. Sociologists call this ________, or assortative mating.
A) marriage complementarity
B) homogamy
C) monogamy
D) status crystallization
Q:
Which of the following theorists is best known for arguing that an individual's relationship to the means of production determines his position in society?
A) Karl Marx
B) Max Weber
C) Horatio Alger
D) Thorstein Veblen
Q:
With respect to social organization, some barnyard animals exhibit signs of a dominance-submission hierarchy. Which of the following terms best communicates such a hierarchy?
A) dog-eat-dog
B) pecking order
C) follow-the-leader
D) king-of-the-hill
Q:
Which of the following refers to consumers who refuse to sacrifice style but who achieve that style on a budget?
A) spendthrifts
B) frugalistas
C) ostriches
D) tightwads
Q:
Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence?
A) "Would you say that you and your family are better off or worse off financially than a year ago?"
B) "Will you be better off or worse off a year from now?"
C) "Are you happy with your employer and job?"
D) "Do you plan to buy a car in the next year?"
Q:
Consumers' beliefs about what the future holds are an indicator of ________.
A) consumer confidence
B) optimism
C) price sensitivity
D) behavioral economics
Q:
Fred Johnson has worked hard all of his life to make a decent living for himself and his family. However, in recent years he has become obsessed with a fear of being ruined, either because of losing his job or losing all of his savings. According to clinical psychologists, Fred Johnson's fear of being ruined is equated to which of the following phobias?
A) atephobia
B) harpaxophia
C) peniaphobia
D) aurophobia
Q:
Consumers who are ________ love buying everything in sight.
A) frugal
B) price-sensitive affluents
C) spendthrifts
D) socially stratified
Q:
________ income is the money available to a household over and above that required for a comfortable standard of living.
A) Capital
B) Discretionary
C) Net
D) Invidious
Q:
The average American's standard of living continues to improve. These income shifts are linked to two key factors: ________.
A) a shift from blue-collar to white-collar employment and the increased use of technology
B) increasing immigration to the United States and increasing development of technical skills
C) a shift in women's roles and increases in educational attainment
D) a shift in population from the Snow Belt to the Sun Belt and advances in human rights
Q:
Maleness versus femaleness and masculinity versus femininity"do these sets basically mean the same thing? Discuss and illustrate with examples of sex-typed products.
Q:
Several processes and outcomes come into play as immigrants adapt to their new surroundings. List these processes and outcomes and create an example that demonstrates the linkage between them.
Q:
Subcultures are defined in such a way that a person may belong to many at the same time. What in the definition allows any given person to belong to multiple groups, and what subcultures would apply to almost everyone?
Q:
Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.
Q:
As we age, our values and priorities change. Researchers have identified a set of key values that motivate older consumers. Marketing strategies aimed at the gray market should relate to one or more of these motivational factors to be successful. Select one of them and describe how marketers have applied it. The key values are: Autonomy Connectedness Altruism
Q:
Explain how religion can influence marketing and consumption. Provide at least two examples to illustrate your response.
Q:
Explain the difference between a high-context culture and a low-context culture. Give an example of each and explain the reason for your choice(s).
Q:
Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.
Q:
Who are "born-again Christians," and why are marketers interested in this group?
Q:
Explain the concept of deethnicization. Give an example.
Q:
Explain the term acculturation and indicate how the progressive learning model might be used by marketers.
Q:
What is a place-based subculture?
Q:
Describe the baby boomer market and the impact it has had on marketing efforts.
Q:
Describe the Hispanic-American ethnic subcultural group, demographically and by lifestyle, noting important consumer characteristics.
Q:
Identify the "Big Three" American subcultures. Discuss size and growth characteristics.
Q:
It is the actual age of seniors that determines their consumer behavior, not their perceived age.
Q:
Age cohorts share similar problems because they are more genetically similar than are people from different cohorts.
Q:
Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.
Q:
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.
Q:
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.
Q:
When Erica converted to Catholicism as an adult, she, by definition, entered into an ethnic subculture.
Q:
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.
Q:
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.
Q:
Americans over age 50 are the focus of almost 50 percent of advertising.
Q:
Originally, another name for Generation X was "slackers."
Q:
Gen Yers are the most diverse generation in American history.
Q:
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 autonomyversus belongingconflict.
Q:
Cohort experiencesare important to marketers but they have no way of measuring it.
Q:
People born between the two World Wars are part of the Silent Generation.
Q:
If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.
Q:
Asian Americans as a whole tend to be an easy target market to communicate with because of their cultural similarity to one another.
Q:
The term Asian refers to 20 ethnic groups, the largest of which is Chinese.
Q:
More than half of all Hispanic Americans are of Cuban descent.
Q:
The largest of the "Big Three" American subcultures is the African-American subculture.
Q:
Acculturation agents may come from the culture of immigration, but not from the culture of origin.
Q:
An ethnographer would be interested in studying the process of acculturation in an immigrant community.
Q:
The typical immigrant today in the United States is most likely from Europe.
Q:
By 2050, immigrants will constitute more than 50 percent of the American population.
Q:
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.
Q:
Subcultures of young women in Japan start many trends that eventually make their way around the world.
Q:
What is a major difference between a Generation Y and a Generation X consumer?
A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes.
B) There are so many more members of Generation X than Generation Y that promoters use more mass communications with the Gen Xers and fewer one-on-one promotions.
C) There are no basic differences except what would be expected by their age differences.
D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.
Q:
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?
A) Separate advertisements to this ethnic subculture are never done and should not be considered.
B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups.
C) The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real.
D) All promotions to African-Americans have to take into account the market's income, which has been declining drastically over the last two decades.
Q:
With respect to the acculturation process, what is the relationship between maintenance and segregation?
A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants and physically segregating members of new subcultures into separate groups.
B) New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.
C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants.
D) The relationship is subtle. There is a constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.
Q:
Members of which of the following age cohorts are part of today's gray market?
A) Generation Z
B) Generation Y
C) Generation X
D) The War Baby Generation
Q:
Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?
A) Jane is going to have fewer resources for retirement than did her mother.
B) Jane will think of herself as being much older than her mother did at the same age.
C) Jane will no longer be interested in youthful styles, while her mother was likely to retain such interests.
D) Jane is much more likely to be physically active than her mother was at the same age.
Q:
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?
A) ads that focus on product features
B) ads that talk down to her
C) humorous product ads
D) lengthy product ads
Q:
The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the playThe Book of Mormon are evidence of which of the following?
A) Megachurches are now more powerful than small, community-based churches.
B) Religion can be effectively used by mainstream marketers.
C) Born-Again Christians are the primary religious market in the United States.
D) Church leaders can effectively encourage and discourage the consumption practices of their followers.
Q:
Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?
A) Few ethnic subcultures today have powerful stereotypes the general public associates with them.
B) Members of ethnic subcultures have increasing economic power.
C) Symbols that once seemed acceptable may come to be seen as negative.
D) Marketers may not understand possible negative interpretations of ethnic symbolism.
Q:
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 ________.
A) French
B) German
C) Mandarin
D) Spanish
Q:
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?
A) autonomy versus belonging
B) rebellion versus conformity
C) idealism versus pragmatism
D) narcissism versus intimacy
Q:
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 ________.
A) identity renaissance
B) cosplay
C) distinct-styling
D) connexity
Q:
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 ________.
A) paradigm
B) renaissance
C) cohort
D) perception
Q:
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.
A) life course paradigm
B) progressive learning
C) warming
D) consumer identity renaissance
Q:
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 ________.
A) maintenance
B) adaptation
C) resistance
D) segregation
Q:
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) ________.
A) cohort
B) acculturation agent
C) guidance agent
D) ethnographer
Q:
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.
A) high-context
B) low-context
C) progressive
D) paradigm
Q:
Researchers measure ________ on dimensions that include "feel-age" and "look-age."
A) chronological age
B) perceived age
C) age cohort
D) social age
Q:
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?
A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence.
B) 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.
C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them.
D) Most have refused government support and don't trust anyone under 60.
Q:
If you were a person born between 1946 and 1964, you would be called a ________.
A) Baby Boomlet
B) Baby Buster
C) War Baby
D) Baby Boomer
Q:
The cohort of consumers born between 1965 and 1985 has been labeled ________, or "baby busters."
A) Silent Generation
B) Generation X
C) Generation Y
D) Generation Z