Deck 6: Subcultural Influences

Question 1

Pursuing like-minded consumers who spontaneously connect around a product or service is called subcultural identification.

Answer 1

False

Question 2

Customers who are affiliated with the Harley Davidson brand and participate in group bike rides as well as wear Harley Davidson apparel and gear are part of a tribal market.

Answer 2

True

Question 3

Mainstreaming involves taking a product originally marketed exclusively to a particular subculture and broadening its appeal to the macroculture.

Answer 3

True

Question 4

Acculteration is the process whereby ethnic group members learn and adapt to the values, language, and other cultural characteristics of the host culture, thereby replacing their native subcultural traits.

Question 5

Ethnic subcultures tend to cluster geographically, notably in areas of the adopted nation closest to their country of origin.

Question 6

When a young immigrant to the U.S. named Jose Daniel asks his friends to simply call him 'Danny,' he becomes an example of intraculturism.

Question 7

The transition into parenthood is an example of a cohort effect.

Question 8

A market segmentation practice which varies marketing efforts down to the zip code and neighborhood levels is called regional marketing.

Question 9

BET and Telemundo are examples of ethnic group specialized media.

Question 10

Subcultures are the smallest representation of micromarketing and cannot be broken down into a more homogeneous group.

Question 11

What are the four major subcultural segmentation bases?

A) Race, nationality, language, and religion
B) Generation, geographic region, belief system, social aggregate
C) Political affiliation, social class, nationality, and gender
D) Ethnic background, religion geographic region, and age cohort
E) Race, nationality, language, and social class

Question 12

A group of people who enjoy skiing and traveling all around the state looking for the best and most up-to-date ski gear is an example of a __________.

A) Consumption subculture
B) Sub-subculture
C) Macromarketing
D) Social category
E) Mainstreaming subculture

Question 13

What is retro-acculteration?

A) It is learning to function within the dominant culture while retaining one's original culture.
B) It is assimilation to the host culture.
C) It is the degree to which ethnic group members retain their cultural identity.
D) It is a need to reconnect with one's country and culture of origin after living in another country for a period of time.
E) It is when ethnic cultures cluster geographically.

Question 14

Ethic subcultures are rising in purchasing power and as influencers of urban trends. What is the reason behind this growth?

A) High immigration and infertility
B) Political influence
C) Shifts in status
D) Social caste system
E) Mainstreaming

Question 15

What is a major implication for marketers who have to be careful to avoid negative stereotypes of subcultures?

A) Employ marketing research firms and advertising agencies specializing in a subcultural market
B) Avoid appealing to more than one subculture
C) Avoid a humor appeal in advertising
D) Avoid idioms that do not translate into other languages
E) Use in-house translators

Question 16

What is meant by the term crossover marketing?

A) Taking a product originally marketed exclusively to a particular subculture and broadening its appeal to the macroculture.
B) Taking a product originally marketed exclusively to a particular subculture and positioning it to appeal to an entirely separate subculture.
C) Targeting ethnic group members that have learned and adapted to the values, language, and other cultural characteristics of a host culture.
D) Targeting ethnic group members that have retained their cultural identity.
E) Targeting two separate subcultures with the same product or service.

Question 17

Specialized supermarket scanners enable marketers to pinpoint which specific market segments are buying what products. With this information, retailers are localizing marketing promotions toward the products which are most popular in each individual retail outlet. What term is this an example of?

A) Regional specialized media
B) Macromarketing
C) Crossover marketing
D) Micromarketing
E) Urban marketing

Question 18

Which generational age cohort is known as the Internet generation?

A) Generation X
B) Generation Y
C) Depression Generation
D) Baby boom Generation
E) Post-Depression Generation

Question 19

A research method used to describe an aggregate of people (usually a birth cohort or marriage cohort), in terms of present as well as future values, attitudes, and lifestyles) is called __________.

A) Generation analysis
B) Regional analysis
C) Geographical analysis
D) Profile analysis
E) Cohort analysis

Question 20

The New York Times and the New England Cable News are each examples of __________.

A) Cohort effects
B) Geographic subculture
C) Regionalized media
D) Mainstreaming
E) Backtranslation

Question 21

Explain the relationship between social categories, subcultures, and social classes.

Question 22

Identify three of the six important subcultural segmentation considerations along which each of the four major variables used for subcultural segmentation are discussed.

Question 23

What is tribal marketing? Provide an example.

Question 24

Describe how marketers can appeal to subcultural characteristics. What problems or mistakes might occur during this process?

Question 25

Define multicultural (ethnic) marketing. Cite three separate groups for which ethnic minorities can be defined.

Question 26

An off-price wholesale channel such as a TJ Maxx or Marshall's offer designer brands at discounted prices. Explain how this channel is a representation of two-tier marketing and consumption subcultures.

Question 27

Cite two of the three generational (age-related) effects on consumer behavior.

Question 28

What is a light-bulb memory? Cite an example.

Question 29

Generations vary in terms of economic, buying, and political power. Describe how the Pre-Depression and Depression generations differ from the X and Y generations.

Question 30

Describe/discuss the significance of the following themes related to subcultures, citing an example of each from both ethnic and geographic segmentation:
a. Sub-subcultures
b. Mainstreaming (crossover sales)