Deck 3: The Changing American Society: Values

Question 1

Which changing American value has been blamed for the fact that people age 18 to 40 are most likely to admit that they are spending beyond their comfort range?

A) the shift toward immediate gratification
B) the shift toward a more religious society
C) the shift toward voluntary simplicity
D) the shift toward becoming more active
E) the shift away from being fatalistic

Answer 1

A
Explanation: Americans seem unwilling to delay pleasure, even in the face of discomfort overspending levels and debt.

Question 2

Which of the following statements is FALSE regarding the religious/secular value in American society?

A) A religious group does not control the educational system, government, or political process.
B) Most people's daily behaviors are not guided by strict religious guidelines.
C) America is basically a religious society.
D) Religious-based beliefs do influence decisions.
E) Many Americans for whom religion is especially important are conservative in their beliefs.

Answer 2

C
Explanation: America is basically a secular society.

Question 3

____ are widely held beliefs that affirm what is desirable.

A) Norms
B) Cultural values
C) Precepts
D) Prescriptions
E) Orientations

Answer 3

B
Explanation: Cultural values are widely held beliefs that affirm what is desirable.

Question 4

Which of the following is NOT an environment-oriented value?

A) cleanliness
B) performance/status
C) tradition/change
D) risk taking/security
E) All of the above are environment-oriented values.

Question 5

A shift back to an emphasis on postponed gratification in America would most likely _____.

A) increase the use of credit
B) decrease the use of credit
C) alter the timing of television commercials
D) expand the use of Internet shopping
E) none of the above

Question 6

The voluntary simplicity movement in America represents a shift in which value?

A) active/passive
B) problem solving/fatalistic
C) masculine/feminine
D) material/nonmaterial
E) youth/age

Question 7

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the BEST insight into these changes?

A) advertising
B) movies
C) video games
D) government documents
E) A, B, and C

Question 8

The percentage of U.S. men who are the primary grocery shopper for their home is _____ percent.

A) 5
B) 25
C) 51
D) 75
E) none of the above

Question 9

Which of the following is NOT an other-oriented value?

A) diversity/uniformity
B) masculine/feminine
C) limited family/extended family
D) tradition/change
E) individual/collective

Question 10

Men are more involved than ever in the grocery shopping task because of _____.

A) generational shifts (younger women are now more educated than men)
B) economics (the recent recession resulted in more men out of work)
C) masculine/feminine values (there is a shift to more balance)
D) A and B
E) all of the above

Question 11

Which of the following is a traditional American value?

A) youth
B) competition
C) active
D) hard work
E) all of the above

Question 12

Which of the following is TRUE regarding changes in American cultural values?

A) Shifts in cultural values are not observable.
B) Changes in values tend to occur quickly.
C) Changes in values tend to occur evenly across individuals and groups.
D) There is substantial variance in values across individuals and groups.
E) Cultural values are constant.

Question 13

When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification?

A) after the end of the Civil War
B) after the end of World War I
C) during the Depression
D) after the end of World War II
E) after the Vietnam War

Question 14

Which of the following is an emerging American value?

A) materialistic
B) individual
C) admiring nature
D) masculine
E) postponed gratification

Question 15

Which is NOT a reason Americans work long hours?

A) because minimum wage is higher the more hours worked
B) because of their material orientation
C) because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so
D) because work is meaningful and valuable to them
E) All of the above are reasons Americans work long hours.

Question 16

A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.

A) the role of price in purchase decisions
B) the types of advertising themes used
C) the complexity of decision rules used in purchase decisions
D) the diffusion of Internet shopping
E) none of the above

Question 17

_____ is consumers' efforts to reduce their reliance on consumption and material possessions.

A) Downsizing
B) Dematerialization
C) Voluntary simplicity
D) Demarketing
E) Voluntary withdrawal

Question 18

Which of the following is a current American value?

A) uniformity
B) active
C) religious
D) youth
E) overcome nature

Question 19

Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed _____.

A) downsizing
B) dematerialization
C) voluntary withdrawal
D) voluntary simplicity
E) demarketing

Question 20

Which of the following is a self-oriented value?

A) problem solving/fatalistic
B) individual/collective
C) tradition/change
D) material/nonmaterial
E) performance/status

Question 21

Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to these beliefs. Which segment of environmental activism best describes Gertrude?

A) Eco-Centrists
B) Proud Traditionalists
C) Frugal Earth Mothers
D) Eco-Chic
E) none of the above

Question 22

Which of the following statements is FALSE regarding Americans' environment-oriented values?

A) Americans have long valued cleanliness.
B) Americans traditionally have not been very receptive to change.
C) Americans' risk-taking orientation seems to be moving more toward taking risks.
D) Traditionally, nature was viewed as an obstacle.
E) Americans are shifting back to a focus on performance rather than status.

Question 23

Which of the following factors had a significant impact on Americans' emphasis on security?

A) the Depression
B) World War II
C) the Cold War
D) A and B
E) A, B, and C

Question 24

Which of the following is one of the defining characteristics of American society?

A) aversion to change
B) collectivism
C) individualism
D) extended family
E) status

Question 25

Individualism affects which of the following?

A) incentive systems for salespeople
B) advertising themes
C) product design
D) customer complaining behavior
E) all of the above

Question 26

Which of the following statements is TRUE regarding Americans' other-oriented values?

A) A strong emphasis on collectivism is one of the defining characteristics of American society.
B) Since World War II, Americans have increasingly valued diversity.
C) The impact that the family has on the individual is great.
D) Older people are considered wiser than young people and are looked to as models and leaders in American society.
E) America is a cooperative rather than a competitive society.

Question 27

Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another service rep would have to come out to determine if it was due to a manufacturer's defect before it could be replaced. Because the service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately, the replacement had the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she's had with this retailer. Which value most likely underlies Laurie's complaining behavior?

A) diversity
B) uniformity
C) fatalistic
D) individualism
E) status

Question 28

Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex problem solving. Lakeisha and Timothy are part of the _____.

A) social reengineering movement
B) cutting edge
C) creative class
D) true naturals
E) young developers

Question 29

Mickey is not concerned about the environment. He has no problem with the pollution coming from his 1965 Chevy, and he refuses to recycle. To which environmental activism segment would Mickey belong?

A) Green Naives
B) Eco-Villains
C) Skeptical Individuals
D) Proud Traditionalists
E) none of the above

Question 30

Which segment of environmental activists is highly dismissive of environmental concerns and doesn't believe global warming exists?

A) Proud Traditionalists
B) Eco-Villains
C) Green Naives
D) Eco-Chic
E) Skeptical Individuals

Question 31

According to the authors, American culture increasingly values _____.

A) diversity
B) uniformity
C) collectivity
D) fatalism
E) none of the above

Question 32

Heather and Jeff live on a farm in Iowa with their three children. They are concerned about the environment because of the high cost of heating their home in winter. Which environmental activism segment best describes Heather and her family?

A) Frugal Earth Mothers
B) Green Naives
C) Eco-Chic
D) Proud Traditionalists
E) Eco-Villains

Question 33

Those who work in such professions as architecture, science, engineering, health care, and business who generate new ideas and technologies for a living or engage in complex problem solving are referred to as _____.

A) the creative class
B) social engineers
C) the developers
D) trend setters
E) true naturals

Question 34

Marketers have responded to Americans' increasing concern for the environment with an approach called _____.

A) green marketing
B) clean marketing
C) environmental marketing
D) activist marketing
E) cause-related marketing

Question 35

A shift away from a competition-oriented society would most likely affect _____.

A) sales force compensation
B) the types of decision rules used
C) the use of comparative advertising
D) the use of price as a competitive weapon
E) all of the above

Question 36

Which of the following is a segment used to describe consumers with respect to their environmental activism?

A) True Blues
B) Eco-Centrists
C) Ailing Recluse
D) Healthy Hermits
E) Green Earths

Question 37

Consumers higher in individualism are more likely to _____ when faced with poor service performance.

A) complain
B) switch
C) engage in negative word-of-mouth
D) A and B
E) A, B, and C

Question 38

The value that Americans place on youth has _____.

A) increased dramatically in recent years
B) shown a slow reversal toward more value being placed on age in recent years
C) decreased dramatically in recent years
D) remained unchanged in recent years
E) shown a slight increase in recent years

Question 39

What percentage of American adults exercise regularly?

A) less than 50 percent
B) 50 percent
C) 60 percent
D) 75 percent
E) more than 75 percent

Question 40

Which of the following is NOT a segment used to describe consumers with respect to their environmental activism?

A) Respectful Stewards
B) New Green Mainstream
C) Proud Traditionalists
D) Skeptical Individuals
E) Green Naives

Question 41

Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?

A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic

Question 42

John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers?

A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic

Question 43

Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong?

A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic

Question 44

As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern over the potential for marketers to mislead consumers.

A) Biodegradable Act of 2005
B) Marketing Required Guidelines
C) Green Guides
D) A and B
E) All of the above were developed by the FTC.

Question 45

Which of the following is NOT generally involved in green marketing?

A) developing products whose production, use or disposal is less harmful to the environment than the traditional versions of the product
B) developing products that have a positive impact on the environment
C) pricing products lower than the competition
D) tying the purchase of a product to an environmental organization or event
E) All of the above are involved in green marketing.

Question 46

Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

A) cause-related marketing
B) green marketing
C) nonprofit marketing
D) image marketing
E) corporate marketing

Question 47

Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, it only purchases grain from organic farms. It states on its packages that "organic farming helps keep our food pure and protects our land and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for these family farmers, and helps ensure a safer and healthier Earth for you and your children." This is an example of _____.

A) green marketing
B) clean marketing
C) environmental marketing
D) activist marketing
E) cause-related marketing

Question 48

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known as ________.

A) eco-friendly
B) envirosafe
C) greenwashing
D) earthsafe
E) none of the above

Question 49

Gay consumers, like heterosexuals, vary in terms of _____.

A) ethnicity
B) geographic region
C) occupations
D) age
E) all of the above

Question 50

The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

A) ozone friendly
B) biodegradable
C) recyclable
D) recycled content
E) all of the above

Question 51

Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers?

A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic

Question 52

_____ is done to enhance the welfare of individuals or society without direct benefit to a firm.

A) Cause-related marketing
B) Social marketing
C) Personal marketing
D) Green marketing
E) Hybrid marketing

Question 53

Which of the following is a challenge facing marketers who implement cause-related marketing programs?

A) It does not increase consumers' trust in the company.
B) A company's commitment to a cause is not important to most consumers.
C) Only a small percentage of consumers are likely to switch brands based on CRM when price and quality are equal.
D) Consumer skepticism and apathy are demonstrated.
E) All of the above are challenges facing those who implement cause-related marketing programs.

Question 54

Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

A) cause marketing
B) social marketing
C) personal marketing
D) A and B
E) A, B, and C

Question 55

Which of the following is an example of cause-related marketing (CRM)?

A) A company donates $10,000 to a school to purchase computers.
B) A company recognizes alternative lifestyles among its employees and allows benefits accordingly.
C) A company donates $1 to diabetes research for every purchase of its product by consumers.
D) A company features educational health information in its product advertising.
E) A company hires physically challenged employees.

Question 56

Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic

Question 57

Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic

Question 58

What has been found to improve the results of cause-related marketing programs?

A) the amount of money donated
B) the fit between the company and the cause
C) supporting causes that help children
D) supporting causes that help the environment
E) longer commitments to supporting a cause

Question 59

Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green products are ___________.

A) too expensive
B) lower quality
C) not better for the environment
D) not green as claimed
E) all of the above

Question 60

Target stores give 1 percent of a customer's purchase to a school of his or her choice if the customer uses a Target Visa credit card to pay for purchases. Target will also donate 0.5 percent of all other purchases made on that card. This is an example of _____.

A) cause-related marketing
B) green marketing
C) nonprofit marketing
D) image marketing
E) corporate marketing

Question 61

Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing responsibilities. Rayna would be classified as a _____ gender orientation.

A) transgender
B) gender inconsistent
C) traditional
D) modern
E) cutting-edge

Question 62

Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its GLBT (Gay, Lesbian, Bisexual, and Transgender) employees, customers, and investors?

A) corporate equality index (CEI)
B) corporate GLBT index
C) corporate identity index (CII)
D) gay rights index (GRI)
E) green index

Question 63

The behaviors considered appropriate for males and females in a given society are known as _____.

A) gender
B) sex
C) gender identity
D) gender roles
E) gender continuum

Question 64

The gay market has been estimated to comprise _____ percent of the adult U.S. population.

A) 3-5
B) 7
C) 10
D) 15-20
E) 25

Question 65

A woman who is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as _____.

A) gender appropriate
B) gender consistent
C) traditional
D) modern
E) old-fashioned

Question 66

Which of the following is a segment of female consumers?

A) traditional housewife
B) trapped housewife
C) trapped working woman
D) career working woman
E) all of the above

Question 67

Because women are quite diverse as a group, what other factors must marketers also consider when designing marketing communications?

A) ethnicity
B) age
C) life stage
D) employment status
E) all of the above

Question 68

A woman who is married where both she and her husband work and share homemaking and child care responsibilities is classified as _____ with respect to gender orientation.

A) transgender
B) gender inconsistent
C) traditional
D) modern
E) cutting-edge

Question 69

America is basically a secular society.

Question 70

What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?

A) must have separate promotion efforts in gay and mainstream media
B) must have gay themes in ads placed in mainstream media
C) must offer discounts to gay consumers
D) must have internal policies that do not discriminate against gay employees
E) must use cause-related marketing programs that support causes relevant to gay consumers (i.e., AIDS research)

Question 71

Observable shifts in consumer behavior are often due to underlying shifts in cultural values.

Question 72

Which term(s) is(are) used to refer to whether a person is biologically a male or female?

A) gender
B) sex
C) gender identity
D) A and B
E) A, B, and C

Question 73

Catherine is married and a mother of two children. She has decided to forego her own career to stay home with her children until they are grown and on their own. Both she and her husband have decided that it is best for their family for him to assume the responsibility for providing financial security for them while she takes care of the home and family. Catherine would be classified as which type of woman?

A) gender appropriate
B) gender consistent
C) traditional
D) modern
E) old-fashioned

Question 74

A(n) _____ is based on an attribute over which the individual has little or no control.

A) traditional role
B) achievement role
C) ascribed role
D) gender identity
E) gender orientation

Question 75

Which of the following is a reason women are an important target market?

A) Women-headed households represent almost 50 percent of all households.
B) Women are homogeneous as a group, which makes marketing to them easier.
C) A high percentage of women work outside the home.
D) Women's purchasing power now equals men's purchasing power.
E) All of the above are reasons women are an important target market.

Question 76

_____ refers to the traits of femininity and masculinity.

A) Gender
B) Sex
C) Gender identity
D) Gender roles
E) Gender continuum

Question 77

While women are vital members of the workforce in the United States, they are still considered the primary care givers of the children in a family. This represents women's _____ in American society.

A) gender
B) sex
C) gender identity
D) gender role
E) gender continuum

Question 78

Which is a product or service that often needs modification when targeting gay consumers?

A) financial services
B) automobiles
C) furniture
D) interior decorating
E) all of the above

Question 79

_____ are based on performance criteria over which the individual has some degree of control.

A) Traditional roles
B) Achievement roles
C) Ascribed roles
D) Gender roles
E) Selective roles

Question 80

Lisa is a single mother of two and works two jobs to provide for her family and derives little or no satisfaction from employment. To which market segment would Lisa belong?

A) traditional housewife
B) trapped housewife
C) trapped working woman
D) career working woman
E) modern-day woman