Question 1

SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
-In the SMITH MINI CASE, Carl belongs to which of the following age subcultures?
A) Generation X
B) Twixter
C) Generation Y
D) Baby boomers
E) Seniors

Accepted Answer

Carl Smith, being 45 years old, falls into the Generation X category, which typically includes individuals born between the early-to-mid 1960s and the early 1980s.

Question 2

SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
-In the SMITH MINI CASE, the best way for Pinkerton's to advertise to Carl is through ________.
A) mainstream radio
B) television directed specifically toward African Americans
C) mainstream television
D) mainstream magazines
E) radio directed specifically toward African Americans

Accepted Answer

Pinkerton's should advertise to Carl through television directed specifically toward African Americans because Carl is an African American and is more likely to be reached by advertising that is targeted to his specific demographic.

Question 3

Hispanics tend to be members of smaller families, and are more likely to live in an extended family household.

Accepted Answer

Hispanics are more likely to be part of larger families and have a higher propensity to live in extended family households compared to non-Hispanics in the United States. This is influenced by cultural values that emphasize family unity and support.

Question 4

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren. He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild.
-In the JONES MINI CASE, which of the following labels best describes the Joneses?
A) traditional elderly
B) new-age elderly
C) old-old
D) stereotypical elderly
E) technophobic elderly

Accepted Answer

The Joneses are best described as "new-age elderly" because they are active, enjoy hobbies, and use the Internet, indicating they are adapting to modern technologies and lifestyles, which does not fit the traditional or stereotypical image of the elderly.

Question 5

The majority of Hispanic Americans speak only Spanish.

Accepted Answer

The majority of Hispanic Americans are bilingual, speaking both Spanish and English, or speak only English.

Question 6

Which of the following is true of the "elderly"?
A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.

Accepted Answer

The answer of Which of the following is true of...

Question 7

Within cognitive age, ________ is how similar a person's interests are from those in his or her age group.
A) feel age
B) look age
C) do age
D) interest age
E) chronological age

Accepted Answer

Interest age refers to how similar a person's interests are to those typically associated with their age group.

Question 8

When segmenting women who work outside the home, the ________ is older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts.
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess

Accepted Answer

The Alpha Goddess segment is described as older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts. This segment fits the description given in the question.

Question 9

Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of the larger society of which they are a subset.

Accepted Answer

The answer of Subcultures adhere to few of the dominant...

Question 10

Nationality is inconsequential as a subcultural reference that guides what people value and what they buy.

Accepted Answer

Nationality often plays a significant role in shaping subcultures, influencing values, preferences, and purchasing behaviors, as it affects cultural norms, traditions, and societal expectations.

Question 11

When marketers single-out a particular subculture that they wish to target, they must often modify the product to better meet the needs of the targeted consumers and also change the marketing message to suit the subculture's values and tastes.

Accepted Answer

Marketers often tailor products and marketing strategies to align with the specific values, tastes, and needs of a targeted subculture to ensure the product resonates with that group, enhancing its appeal and effectiveness.

Question 12

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren. He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild.
-In the JONES MINI CASE, 60 is Bob's ________, whereas 75 is Bob's ________.
A) chronological age; cognitive age
B) cognitive age; generational age
C) generational age; cognitive age
D) cognitive age; chronological age
E) generational age; chronological age

Accepted Answer

Bob's cognitive age is how old he feels, which is 60, and his chronological age is his actual age according to birth records, which is 75.

Question 13

In the United States, nearly ________% of women over 16 are in the labor force.
A) 30
B) 50
C) 60
D) 72
E) 81

Accepted Answer

As of my last update, nearly 60% of women over the age of 16 are in the labor force in the United States. This reflects a significant increase in female labor force participation over the past few decades.

Question 14

Which of the following is true of gender roles and consumer behavior?
A) Women have traditionally been cast as the providers or breadwinners.
B) Men show superior affect and purchase intention toward ads that are verbal and complex.
C) Women are prone to such shopping motives as uniqueness and assortment seeking, social interaction, and browsing.
D) Women exhibit superior affect and purchase intention toward ads that are comparative, simple, and attribute-oriented.
E) Women are less loyal to local merchants than their male counterparts.

Accepted Answer

Women are often associated with shopping motives such as seeking uniqueness and assortment, enjoying social interaction, and browsing. This reflects broader observations in consumer behavior studies that highlight gender differences in shopping habits and motivations.

Question 15

When segmenting women who work outside the home, the ________ has a number of degrees, is trying to evolve an identity that is more than being a wife and a mother, uses clothing and supplemental products to seek prestige beauty, and spends time with children doing things that please both the children and herself.
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess

Accepted Answer

The "Mom Achiever" segment fits the description given, as it highlights a woman who is balancing her career and family life, seeking personal and professional growth, and engaging in activities that fulfill both her and her children's interests.

Question 16

SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
-In the SMITH MINI CASE, if Pinkerton's chose to send direct mail with different product features to different consumers based on the region of the country, Pinkerton's would be segmenting on the basis of ________ subculture.
A) racial
B) geographic
C) ethnic
D) religious
E) age

Accepted Answer

Geographic segmentation involves dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods. In this case, Pinkerton's decision to send direct mail with different product features to different consumers based on the region of the country is an example of geographic segmentation.

Question 17

Hispanics have replaced African Americans as the largest minority group in the United States.

Accepted Answer

As of the latest U.S. Census data, Hispanics have surpassed African Americans to become the largest minority group in the United States, primarily due to higher birth rates and immigration patterns.

Question 18

When Kohler introduced the Elevance Rising Wall Bath, they were targeting an age subculture.

Accepted Answer

The Elevance Rising Wall Bath by Kohler was designed with features to assist individuals with mobility issues, often targeting older adults or those with physical disabilities, thus focusing on an age-related subculture and those with specific needs.

Question 19

When segmenting women who work outside the home, the ________ is single, not necessarily looking for a husband, aspires to luxury brands, uses social networks for image management, and sees a wedding as a party (vs. a ritual).
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess

Accepted Answer

The Independent Woman is characterized by her independence, aspiration for luxury, use of social networks for image management, and a modern view of weddings.

Question 20

Which of the following is true of the "new-age elderly"?
A) They are not innovative.
B) They seek stability and a secure routine.
C) They perceive themselves to be of normal health for their age.
D) They feel life should be dependable and routine.
E) They see themselves as younger than their chronological age.

Accepted Answer

The "new-age elderly" often perceive themselves as younger than their chronological age, embracing a more active and youthful lifestyle.

Quiz 12: Subcultures and Consumer Behavior

Hispanics tend to be members of smaller families, and are more likely to live in an extended family household.

The majority of Hispanic Americans speak only Spanish.

Which of the following is true of the "elderly"?

Within cognitive age, ________ is how similar a person's interests are from those in his or her age group.

When segmenting women who work outside the home, the ________ is older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts.

Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of the larger society of which they are a subset.

Nationality is inconsequential as a subcultural reference that guides what people value and what they buy.

When marketers single-out a particular subculture that they wish to target, they must often modify the product to better meet the needs of the targeted consumers and also change the marketing message to suit the subculture's values and tastes.

In the United States, nearly ________% of women over 16 are in the labor force.

Which of the following is true of gender roles and consumer behavior?

Hispanics have replaced African Americans as the largest minority group in the United States.

When Kohler introduced the Elevance Rising Wall Bath, they were targeting an age subculture.

When segmenting women who work outside the home, the ________ is single, not necessarily looking for a husband, aspires to luxury brands, uses social networks for image management, and sees a wedding as a party (vs. a ritual) .

Which of the following is true of the "new-age elderly"?