Deck 15: The Influence of Demography

Question 1

The "Mass Class" refers to a shift to poverty among a large group of people who formerly knew a luxurious lifestyle.

Answer 1

False

Question 2

Consumers are so different that even though they may share the same social class, their lifestyles may vary a great deal.

Answer 2

False

Question 3

The shift in behavior of the middle market consumer is referred to as the "ongoing democratization of luxury."

Answer 3

True

Question 4

China has made a deliberate attempt to control its population growth through its one-child law and this has affected the size of its consumer market.

Question 5

Income is the best single predictor of social class.

Question 6

China's fertility rate is 30% below its replacement rate and this will affect its long‐term population stability.

Question 7

Challenges faced by large populations include the strain they place on resources and infrastructure.

Question 8

When it comes to marketing globally based on income levels, marketers must remember that low income does not necessarily mean poverty.

Question 9

Microenterprises are small informal groups that help supply goods and services to rural customers.

Question 10

Because of its high birth rate, China, as a population is becoming younger and younger.

Question 11

The middle market refers to households that earn at least $65,000 annually.

Question 12

Marketing to subsistence markets can be done using multi-level marketing, which refers to small groups that supply goods to rural customers.

Question 13

Japan's death rate currently exceeds its birth rate.

Question 14

Social class is defined as the overall standing a consumer occupies in society based on characteristics valued by others.

Question 15

Social mobility describes the movement of one social class to another.

Question 16

The phrase, the American Dream, refers to the possibility of being in the mass class.

Question 17

The market with the lowest levels of income is called the top of the pyramid.

Question 18

Households in the middle market are known to trade up to premium products for meaningful product categories but trade down to private label brands for less meaningful product categories.

Question 19

Subsistence consumer-merchants (SCMS) sustain relationships through church, state, and family.

Question 20

Some sociologists view social structure as a horizontal division of heterogeneous groups based on lifestyle.

Question 21

The shift in buying behavior for those in the middle-market to buy luxury goods has created a market called .

A)mass luxury
B)mass prestige
C)mass class
D)all of the above

Question 22

The principal behind social class is that consumers who occupy the same social class are likely to share common lifestyles and preferences based on similarities in income, property ownership, and occupation.

Question 23

Which term below refers to the statistical study of human populations?

A)demography
B)psychographies
C)sociology
D)psychology

Question 24

Which of the following might be purchased by a member of the "mass class"?

A)generic green beans
B)Maybach automobile
C)Louis Vuitton purse
D)Cartier watch

Question 25

Income is equally distributed in the United States.

Question 26

Social class is determined primarily by income.

Question 27

Generations can be thought of as age cohorts.

Question 28

The premise of segmentation is .

A)all consumers are not alike
B)mass market to as many consumers as possible
C)target the largest market possible
D)all consumers are alike

Question 29

Social class is better than income at predicting low-dollar expenditures reflecting status.

Question 30

Those with old money are sometimes accused of conspicuous consumption in that they consume luxury goods just to demonstrate their wealth.

Question 31

The upper-upper group of wealthy Americans are usually labeled as professionals.

Question 32

Social mobility describes the movement of consumers from one geographic market to another.

Question 33

Income is an adequate predictor of consumer behavior for high‐dollar expenditures that don't reflect lifestyle
or values.

Question 34

Which stage of demographic transition refers to a population with equally high birth and death rates?

A)pre-industrial stage
B)transitional stage
C)industrial stage
D)post-industrial stage

Question 35

People whose wealth has been acquired within their own generation are known as the nouveaux riche.

Question 36

Max Weber believed that the ranking people attain in society is derived from power, wealth, and country of residence.

Question 37

All of the following are steps in the segmentation process except .

A)defme a broad product market
B)identify a variety of consumer needs
C)analyze consumer profiles
D)organize potential subsets of consumers who share common characteristics

Question 38

Which stage of demographic transition refers to a population experiencing the onset of industrialization?

A)pre-industrial stage
B)transitional stage
C)industrial stage
D)post-industrial stage

Question 39

Marketers embrace the notion of social class because it helps to explain shopping habits.

Question 40

Social class is closely linked to self-esteem for consumers who feel that their wealth was inherited.

Question 41

What is a typical amount of income for a subsistence consumer?

A)$300/day
B)$150/day
C)$50/day
D)$2/day

Question 42

Which of the following is not associated with downward mobility?

A)Housing foreclosures
B)Displaced workers
C)Unemployment
D)Education

Question 43

Groups which help supply goods to rural customers are called .

A)macroenterprises
B)subsistence consumer-merchants
C)pyramid marketers
D)multi-level marketers

Question 44

Which stage of demographic transition is characterized by increasing affluence and urbanization?

A)pre-industrial stage
B)transition stage
C)industrial stage
D)post-industrial stage

Question 45

W.Lloyd Warner focused on a social structure that centered on .

A)tradition
B)education
C)income
D)community respect

Question 46

Who created the first social structure used by marketers?

A)W.Lloyd Warner
B)Max Weber
C)Warren Thompson
D)Kendall Jackson

Question 47

Why did marketers embrace the social structure posed by W.Lloyd Warner?

A)researchers demonstrated the social classes were helpful in explaining shopping habits
B)it led the way to better distribution systems
C)it suggested prices could be higher on most goods
D)all of the above

Question 48

Subsistence consumer-merchants manage relationships in the areas of .

A)vendor, customer, and family
B)vendor, distributor, and manufacturer
C)manufacturer, customs, and customers
D)customs, government, and manufacturer

Question 49

The phrase, the American Dream, refers to the possibility of .

A)upward mobility
B)downward mobility
C)horne ownership
D)higher education

Question 50

Marketing in Russia is difficult in part because .

A)it is horne to Slavic, Turkic, Finno-Ugric and other cultures
B)it is so poor
C)of its relationship to Europe
D)of its extreme wealth

Question 51

Joseph Kahl described social class as a matter of , social networks, and personal prestige.

A)Income
B)Style
C)Status
D)Facebook

Question 52

Why are subsistence consumer-merchants needed when marketing to subsistence economies?

A)distribution systems are not well developed in these markets
B)they are opinion leaders in such markets
C)they control pricing schedules
D)all of the above

Question 53

All of the following are jobs associated with Middle Americans except .

A)School teachers
B)Electricians
C)Factory supervisors
D)Physicians

Question 54

The three major groupings of American social class includes all of the following except .

A)Upper
B)Upper-middle
C)Middle
D)Lower

Question 55

What is the population growth rate in the industrial stage?

A)0%
B)15%
C)20%
D)50%

Question 56

All of the following nations are in Asia except .

A)Latvia
B)Indonesia
C)Pakistan
D)Japan

Question 57

Which of the following variables contribute to social class?

A)geographic location
B)gender
C)age
D)income

Question 58

Gilbert and Kahl depicted American class structure as .

A)Social network
B)A series of situations
C)A form of royalty
D)A pyramid

Question 59

Subsistence consumers are wealthy in .

A)money
B)access
C)education
D)community relationships

Question 60

Which stage of demographic transition is characterized by low death rates and low birth rates?

A)pre-industrial stage
B)transition stage
C)post-industrial stage
D)industrial stage

Question 61

Explain the three distinct domains that Max Weber believed were relevant to the rankings people attained in society.

Question 62

Which age cohort in the United States was born after 1995?

A)Pre-depression generation
B)Depression generation
C)Baby boomers
D)Generation Z

Question 63

Which age cohort in the United States was born between 1930 and 1945?

A)Pre-depression generation
B)Depression generation
C)Baby boomers
D)Generation Z

Question 64

Which of the following terms might be used to describe working class Americans?

A)New money
B)Family folk
C)Bottom of the pyramid
D)Soccer moms

Question 65

Where does the term 'pecking order' originate?

A)Chicken hierarchies
B)Status in lawyer offices
C)Military jargon
D)None of the above

Question 66

When developing social relationships, which of the following is an engagement cue?

A)Doodling
B)Self-grooming
C)Fiddling
D)Nodding

Question 67

Explain the concept of social mobility and why it is important for marketers.

Question 68

Which age cohort in the United States was born between 1946 and 1964?

A)Pre-depression generation
B)Depression generation
C)Baby boomers
D)Generation Z

Question 69

Which of the American generations is known as the biggest spenders?

A)GI Generation
B)Silent Generation
C)Baby Boomers
D)Generation X

Question 70

When developing social relationships, which of the following is a disengagement cue?

A)Nodding
B)Laughing
C)doodling
D)Raising eyebrows

Question 71

Which age cohort in the United States was born prior to 1930?

A)Pre-depression generation
B)Depression generation
C)Baby boomers
D)Generation Z

Question 72

The study of the mature market is known as .

A)Generationography
B)Gerontographics
C)Senioritis
D)Top of the pyramid

Question 73

Generations are similar in that they have likely experienced common experiences.

A)Historical
B)Political
C)Economic
D)All of the above

Question 74

The pre-depression generation is sometimes called the .

A)Silent generation
B)GI generation
C)Breakfast club
D)Baby boomers

Question 75

in social class is attributed to internal factors like effort and ability.

A)Earned status
B)Attributed status
C)Ascribed status
D)Achieved status

Question 76

List the three steps in the segmentation process.

Question 77

The depression generation is sometimes called the .

A)Breakfast club
B)GI Generation
C)Silent generation
D)Baby boomers

Question 78

is externally assigned; gender is an example.

A)Earned status
B)Attributed status
C)Ascribed status
D)Achieved status

Question 79

Describe the types of behaviors that are characteristics of the middle market, known as the "mass class."

Question 80

Which characteristics tend to be associated with members of the silent generation and the GI generation?

A)Focuses on staying young
B)Focuses on working hard and saving money
C)Focuses on quality of life
D)Focuses on conspicuous consumption