Deck 13: Subcultures

Question 1

Teenagers in every culture show conflict as they make the transition from child to adult.Marketers must understand the nature of their conflicts to appeal to these teenagers successfully.Research done by Saatchi & Saatchi advertising agency found that all of these are common themes of conflict for teens EXCEPT:

A) desire for independence vs. need to belong.
B) rebellion against social standards for appearance and behaviour vs. fitting in and being accepted.
C) focus on themselves, their needs and appearance vs. desire to connect with others meaningfully.
D) acceptance of responsibility vs. desire to be free and to play.

Answer 1

D

Question 2

Marketers who would reach teens should be aware that teens use products in all of these ways EXCEPT:

A) to express their identities.
B) to explore the world and their new-found freedom in it.
C) to help them have the "right" look.
D) to support their local stores

Answer 2

D

Question 3

When Annika hears a car salesperson say that the company made no money on her parents' new car,she says nothing,but thinks they must have made a bit.This reflects a/an ________ theme of conflict.

A) autonomy
B) idealism
C) pragmatism
D) narcissism

Answer 3

C

Question 4

Kyla recently notices that her brother is constantly running to a mirror to look at himself.This reflects a/an ________ theme of conflict.

A) belonging
B) idealism
C) pragmatism
D) narcissism

Question 5

Which of the following best describes the concept of a "teenager"?

A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.
B) Most primitive cultures have isolated youth between 13 to 17 as being unstable and incapable of membership in adult life. This model was adopted by modern marketers.
C) The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago.
D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of the industrial revolution.

Question 6

If Levis Jeans wants to advertise to teens,their advertising should be:

A) off-the-wall.
B) scattered.
C) action-oriented.
D) irrational.

Question 7

"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 that could be used in questions on a(n)________.

A) age scale
B) cultural scale
C) lifestyle scale
D) nostalgia scale

Question 8

Anton moved away from home at fifteen to play advanced hockey.At seventeen,he is feeling like he is missing a huge part of his life and wants to go back home.This reflects a/an ________ theme of conflict.

A) autonomy
B) belonging
C) idealism
D) narcissism

Question 9

Erika and Hans,aged 21 and 22 years,have shared many different experiences: a U2 concert in Brussels,skydiving in Bonn,and sailing in the Irish Sea.Erika and Hans could be said to be part of the same age ________.

A) identity
B) cohort
C) delineation
D) culture

Question 10

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 these two forces in Asian cultures?

A) The more conforming the society, the more rebellious teens become.
B) 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 the rest of their culture.
C) Teens in these cultures have almost entirely rejected Western symbols of rebellion.
D) The drive to conform has almost made teen rebellion non-existent.

Question 11

Claude cannot understand how hypocritical adults can be-save the environment on one hand,buy an SUV on the other.If only they could be more like him.This reflects a/an theme of conflict.

A) autonomy
B) belonging
C) idealism
D) pragmatism

Question 12

Product usage is a significant way that teenagers express their needs and values.Research has shown that watching others influences this symbolic value.Consequently,when ninth graders see movies of actors smoking,their own intent to smoke is ________.

A) decreased
B) constant unless they meet the actor in person
C) increased, but only if they already smoke
D) increased

Question 13

Jan is sixteen,and feels very stifled by all the rules and regulations in the household.The feeling has grown to a point where she is thinking about leaving home.This reflects a/an ________ theme of conflict.

A) autonomy
B) belonging
C) idealism
D) pragmatism

Question 14

Ricardo is quite upbeat and positive about his life and prospects.He is most likely a:

A) Gen Xer.
B) Gen Yer.
C) skater.
D) marketer.

Question 15

Danielle recently turned sixteen and,after hearing too many people older people telling her not to smoke cigarettes,she began to smoke a pack a day.This reflects a/an ________ theme of conflict.

A) autonomy
B) rebellion
C) pragmatism
D) narcissism

Question 16

For marketers,the appeal of nostalgia is important because of all of the following,EXCEPT:

A) adults over 30 are particularly susceptible to feelings of nostalgia.
B) sales for products associated with childhood or adolescence can be dramatically affected by linking the brand to vivid memories and experiences.
C) products can evoke shared memories among an age cohort.
D) young people do not react well to nostalgia.

Question 17

Clay has a lifestyle that involves always using his cellphone and wireless laptop.This kind of lifestyle has been termed:

A) physically free.
B) electronically independent.
C) communicative.
D) connexity.

Question 18

Gerald is in his twenties.Which of the following would he most likely think is one of the best things about Canada?

A) the way it welcomes different races and cultures
B) the average cost of education
C) the process that is required to get their driver's license
D) the way the tax program benefits low-income earners

Question 19

"Baby Boom Echo" is another term for:

A) university students
B) Gen Xers
C) Gen Yers
D) children born after 1995

Question 20

Why does age constitute a subculture?

A) People of a certain age share the same genetic traits.
B) People of the same age have shared the same experiences and have common memories.
C) Age is a subculture because of the definitions adopted by Statistics Canada.
D) Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long-standing belief.

Question 21

Which of the following is not one of the rules for successfully engaging young consumers?

A) don't talk down.
B) entertain them
C) be very logical
D) don't try to be what you're not

Question 22

Scott was planning to put on a huge concert featuring a popular DJ at his university.Which of the following media types would be the most effective for advertising this concert?

A) online
B) television
C) radio
D) newspapers

Question 23

Which generation is made up of people born before the First World War?

A) the silent generation
B) the war babies generation
C) the interbellum generation
D) the war skippers generation

Question 24

Mary grew up when the mini skirt and the Beatles were the rage.She came from which of the following age sub-cultures?

A) Generation Y
B) baby boomers
C) baby busters
D) baby boom echo

Question 25

The much-heralded age segment known as the "baby boomers" refers to those persons born between:

A) 1945-1975.
B) 1944-1954.
C) 1957-1976.
D) 1940-1960.
E) 1947-1966.

Question 26

When marketers attempt to appeal to people across different age categories,they are using a ___________ strategy.

A) masstige
B) multigenerational marketing
C) concentrated
D) differentiated

Question 27

Generation Y makes up what percentage of the Canadian population?

A) approximately 26%
B) approximately 38%
C) less than 10%
D) approximately 12%

Question 28

What will baby boomers not spend more on than other age cohorts?

A) being connected through electronic media
B) food
C) apparel
D) household furnishings

Question 29

Zoomers are a group made up from what type of people?

A) tweens with attitude
B) fast-moving Generation Z members
C) boomers with zip
D) over 70s who like to travel

Question 30

Why might Ted,an older Generation X member,likely be worse off at present if he loses his job than his son,Gary?

A) because his computer skills are relatively poor
B) because his networking base is narrower
C) because he has a much larger mortgage to pay for
D) because he has a large growing family to support

Question 31

Andrew has just turned ten years old,which is part of the ________ category.

A) tween
B) childhood
C) adolescent
D) pragmatic

Question 32

The fundamental impact of baby boomers derives from all of the following,EXCEPT:

A) the sheer size of the segment: power in numbers.
B) the far-reaching effects of their political and cultural activity.
C) the magnitude of their buying power.
D) their reaction to the economic downtown in the first part of the nineties.

Question 33

The important thing for marketers to remember about stereotypes of mature consumers is that:

A) the view of older people as alone, infirm, and frightened is essentially accurate.
B) most mature consumers can only afford to buy the least expensive items.
C) most mature consumers are active, interested in what life has to offer, enthusiastic customers with the means and willingness to buy many goods and services.
D) mature consumers are best lumped together as a single homogeneous market segment.

Question 34

When dealing with university students,marketers find:

A) they have little to spend.
B) they have a superior attitude.
C) they are hard to reach conventionally.
D) they want a lot for very little.

Question 35

Mixed martial arts enthusiasts,Trekkies,and rally car enthusiasts are all members of ________..

A) subcultures
B) microcultures
C) online communities
D) consumer groups

Question 36

Jenny was born in 2001 and Henry in 1989.Respectively,they are members of which generations?

A) Generation Y and Generation X
B) Generation Y and Generation Z
C) both in Generation X
D) both in Generation Y

Question 37

Which generation is responsible for culture-changing products and companies including Google,YouTube,and Amazon?

A) Generation X
B) Generation Y
C) Generation Z
D) baby boomers

Question 38

Baby busters is another word for:

A) Generation X.
B) Generation Y.
C) baby boomers who had no children.
D) baby boomers who had 3 or more children.

Question 39

The term "baby boom echo" is used by marketers to refer to:

A) children born between 1947 and 1966.
B) children of baby boomers.
C) the yuppies' children.
D) those children who will be born around 2000, at the turn of the century.

Question 40

Marketers view teens as "consumers in training" because:

A) they have discretionary income.
B) they have disposable income.
C) they learn how to spend.
D) brand loyalty is developed then.

Question 41

In a _____________,group members tend to be tightly knit and they infer meanings that go beyond the spoken word.

A) low-context
B) hidden-meaning
C) subtle-contextual
D) high-context

Question 42

The term grey market usually refers to people that are:

A) between 40 and 45 years of age.
B) between 45 and 50 years of age.
C) between 50 and 60 years of age.
D) 65 years and older.

Question 43

Simon's family has strong oral traditions,where words speak louder than gestures.This is indicative of a ________ culture.

A) low-context
B) hidden-meaning
C) high-context
D) verbally-directed

Question 44

The fact that sushi has become a mainstream meal in Vancouver is an example of:

A) conversion.
B) creolization.
C) portability.
D) de-ethnicitization.

Question 45

A(n)___________ is a self-perpetuating group of consumers who share common cultural or genetic ties that are recognized by both its members and others as a distinct category.

A) ethnic subculture
B) age subculture
C) regional subculture
D) racial subculture

Question 46

In segmenting mature consumers,marketers should be guided primarily by their:

A) physiological age.
B) neurological age.
C) chronological age.
D) perceived age.

Question 47

French- and English-speaking Canadians agree about most values in life.However,there are two on which they disagree.These are ________ and __________,respectively.

A) social respect; intellectual and cultural activities
B) social respect; security
C) fun and enjoyment; social respect
D) cultural activities; education

Question 48

Detaching an ethnic product and marketing it to other subcultures is called:

A) creolization.
B) mobilization.
C) portability.
D) de-ethnicitization.

Question 49

When Frito-Lay Canada plays on a number of regional associations with flavours such as Cape Breton Sea Salt and Pepper and Toronto College Street Pizza,they are drawing on differences among subcultures based on _____________.

A) age cohorts.
B) lifestyle preferences.
C) regional associations.
D) ethnic segmentation.

Question 50

In a _____________,people are more literal,rather than relying on unspoken gestures and cues.

A) low-context
B) hidden-meaning
C) high-context
D) verbally-directed

Question 51

The term consumer identity renaissance refers to:

A) the redefinition process people undergo when they retire.
B) how people change their identity as they move through various age cohorts.
C) how consumers switch between their chronological and perceived ages.
D) the process of becoming an adult.

Question 52

A manufacturer of sneakers has come out with a new walking shoe for the mature market.A marketing strategy for success should include:

A) promotion of careful use.
B) showing active people.
C) references to health care.
D) aggressive music.

Question 53

According to the text,dimensions of ethnicity that are important to marketers include all of the following,EXCEPT:

A) heritage.
B) life and consumer experiences.
C) religion.
D) patrimony.

Question 54

Which of the following is not true of seniors?

A) They think of themselves as being younger than they actually are.
B) They are largely dependent upon their children and the government for financial support.
C) They are highly engaged in the community with almost 45 percent volunteering to help in the community.
D) Many are still working and raising children.

Question 55

French Canadians make up approximately ________ of Canada's population.

A) 10%
B) 16%
C) 28%
D) 40%

Question 56

The two largest ethinic groups in Canada are:

A) Caucasian and Asian.
B) British and French.
C) British and Chinese.
D) British and Indian.

Question 57

The four regions of Canada are usually identified as all of the following except:

A) Atlantic Canada
B) Quebec
C) Ontario
D) The Praries

Question 58

Campbell's Soup segments the North American market by geographic location.This is an example of:

A) geodemography.
B) regional segmentation.
C) data mining.
D) niche marketing.

Question 59

Amy and her family communicate with many gestures and words,with gestures carrying more weight than words.This is indicative of a ________ culture.

A) low-context
B) hidden-meaning
C) subtle-contextual
D) high-context

Question 60

For marketing strategies aimed at the mature market to succeed,which three factors should marketers consider addressing?

A) autonomy, connectedness, altruism
B) autonomy, communication, social class
C) connectedness, social class, environment
D) connectedness, altruism, social class

Question 61

Marketing strategists know nostalgia appeals work best for those in the over-30 age group.

Question 62

It seems paradoxical,but teens want independence from their families at the same time they need to attach themselves to others to avoid being alone.

Question 63

Xu Juan just moved to Canada from China.It is quite likely that she will:

A) experience too much anxiety and move back.
B) go broke from spending too much money.
C) acculturate almost immediately after arriving.
D) reside close to other Chinese people.

Question 64

There are four themes of conflict that are common among teens: autonomy vs.belonging,rebellion vs.conformity,idealism vs.pragmatism,and nurture vs.individuality.

Question 65

The Chinese Canadian market is now being taken seriously by major marketers because of two important demographic characteristics,which are that:

A) Chinese Canadians are relatively older and very prosperous.
B) Chinese Canadians work hard and have above-average incomes.
C) Chinese Canadians are concentrated in just a few cities (making them easy to reach) and have smaller families than average for Canada
D) Chinese Canadians tend to eat out more and prefer Canadian mainstream food brands

Question 66

It is expected that by 2017,________ of Canada's population will that of a visible minority.

A) 5-8%
B) 8-12%
C) 12-15%
D) 19-23%
E) 25-30%

Question 67

The four groups that account for much of Canada's recent growth from immigration include all of the following,EXCEPT:a.Chinese Canadians
B) British Canadians
C) Filipino Canadians
D) East-Indian Canadians

Question 68

The university market is relatively easy to reach via conventional mass media,such as television.

Question 69

Gen Xers tend to be more upbeat than Gen Yers about their lives and prospects.

Question 70

When marketers focus on microcultures they are interested in objectively measurable characteristics like age and income.

Question 71

An age cohort refers to a a group of consumers of the same or similar age who have undergone similar experiences.

Question 72

Of Canada's Aboriginal population,50% are:

A) over 65.
B) between 50-65.
C) under 35.
D) under 25.

Question 73

A subculture is a group whose members share beliefs and common experiences that set them apart from others.

Question 74

Canadians of Aboriginal origin number just over:

A) 300 000
B) 600 000
C) 750 000
D) 1 million

Question 75

The term teenager is a relatively new idea.

Question 76

The ad from Salesgenie.com that depicted two animated pandas who spoke in heavy Chinese accents was pulled because its use of ___________ was seen to be offensive.

A) vulnerable consumers
B) country-of-origin associations
C) racial profiling
D) ethnic stereotypes

Question 77

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Question 78

Baby boomers blame baby busters for passing down the serious problems that they are now confronting: getting good jobs,for example.

Question 79

Having fun is the most important aspect of being a teenager.

Question 80

When targeting Chinese Canadians,marketers should consider all of the following except:

A) Chinese Canadians have above average incomes.
B) Chinese Canadians are a relatively homogenous group.
C) Chinese Canadians are influenced by the amount of time they have been in Canada.
D) Chinese Canadians comprise multiple distinct groups.