Question 1

_____ is a process where members of another culture or an immigrant group learn to adapt to the host culture.

Accepted Answer

Acculturation refers to the process where individuals from a different culture or immigrant group learn to adjust to and adapt to the host culture. This can include changes in language, customs, and values.

Question 2

The benefit of cluster analysis is that it allows marketers to:

Accepted Answer

Cluster analysis is a segmentation technique that groups consumers based on similar characteristics, such as demographics, behaviors, or attitudes. By using cluster analysis, marketers can identify distinct segments of consumers and target them more effectively with tailored marketing strategies. This can result in increased effectiveness of marketing efforts and better ROI for businesses.

Question 3

In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____ in advertising.

Accepted Answer

Gay and lesbian consumers are likely to respond favorably to sexual orientation symbols in advertising, such as the use of same-sex couples or the rainbow flag, as it signals inclusivity and acceptance towards the LGBTQ+ community. Multicultural marketing and female-dominant characteristics may also be effective, but it depends on the specific identities and values of the target audience. Male-dominant characteristics and ethnocentric marketing may not be well received by LGBTQ+ consumers.

Question 4

_____ Hispanic Americans are those who can function in either English or Spanish.

Accepted Answer

Bicultural Hispanic Americans are those who can function in both English and Spanish, and have a strong connection to both their Hispanic heritage and mainstream American culture. Acculturated Hispanic Americans may also be able to function in both languages, but they may have assimilated more into mainstream American culture and may have weaker ties to their Hispanic heritage. Southern, Traditional, and European do not accurately describe the language abilities or cultural connections of Hispanic Americans.

Question 5

Traditionally, women have been guided by _____ of forming affiliations and fostering harmonious relations with others.

Accepted Answer

Communal goals refer to placing importance on forming connections and relationships with others, which aligns with traditional gender norms guiding women's behavior. The other choices, such as agentic and competitive goals, prioritize individual achievement and assertiveness, which have traditionally been associated more with men. Risk-based goals are not related to gender, but rather reflect individual preferences for taking risks or avoiding them.

Question 6

Unlike consumers from feminine cultures, consumers from masculine cultures:

Accepted Answer

Consumers from masculine cultures tend to put more emphasis on individualism, competitiveness, and achievement, which often translates into aggressiveness and a focus on individual advancement. They also tend to prioritize achievement over relationships and connections to others.

Question 7

In the context of individual consumer segments, _____ are single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school education.

Accepted Answer

The answer of In the context of individual consumer segments,...

Question 8

_____ Hispanic Americans speak mostly Spanish.

Accepted Answer

Traditional Hispanic Americans who are recent immigrants or from families of immigrants often speak mostly Spanish.

Question 9

Unlike consumers from individualistic cultures, consumers from cultures high in collectivism:

Accepted Answer

Consumers from cultures high in collectivism prioritize connections to others and the group over their own individual identity.

Question 10

In the context of individual consumer segments, _____ are affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas.

Accepted Answer

The term "Young Digerati" specifically refers to affluent, well-educated, tech-savvy individuals aged 25-44 living in urban areas. The other options do not match this specific demographic description.

Question 11

Acculturated Hispanic Americans are those who:

Accepted Answer

Acculturated Hispanic Americans are those who have adopted the dominant culture's language and customs, indicating a high level of assimilation, which is reflected in their preference for speaking mostly English.

Question 12

In the context of individual consumer segments, Boomtown Singles are:

Accepted Answer

The answer of In the context of individual consumer segments,...

Question 13

Fast-food chains have a separate marketing director and multimillion-dollar budget for communicating with Hispanic American consumers, with African American consumers, and with Asian American consumers. This is an example of:

Accepted Answer

Multicultural marketing refers to targeting specific ethnic or cultural groups with tailored marketing efforts. In this case, fast-food chains have separate marketing directors and budgets for Hispanic American, African American, and Asian American consumers, indicating a focus on multicultural marketing.

Question 14

In the context of regions within the United States, the eastern seaboard:

Accepted Answer

The eastern seaboard was the location where the original 13 British colonies were established, so it reflects its roots as those colonies.

Answer: B 
 The eastern seaboard is not typically noted for its agricultural output or farms, so this is an incorrect choice.

Answer: C 
 The eastern seaboard was not originally part of Mexico, so this is an incorrect choice.

Answer: D 
 The eastern seaboard does not serve as a gateway to the Pacific Ocean, so this is an incorrect choice.

Answer: E 
 The eastern seaboard does not have significant Native American or frontier roots, although these are more applicable to other regions of the United States (such as the Southwest or Midwest).

Question 15

Important cultural influences on consumption patterns are the consumer's level of acculturation and:

Accepted Answer

Acculturation and the intensity of ethnic identification are closely related, as both deal with how individuals relate to their cultural backgrounds and how these backgrounds influence their consumption patterns. Ethnic identification can significantly affect preferences, brand loyalty, and purchasing behaviors, making it a key cultural influence alongside acculturation.

Question 16

Cluster analysis is based on the principle that:

Accepted Answer

Cluster analysis assumes that consumers in the same neighborhood have similar buying patterns due to factors such as demographic similarities, proximity to retail locations, and exposure to common marketing stimuli. While social class, ethnicity, gender, and generational differences may also affect consumer behavior, they are not the primary basis for cluster analysis. Therefore, Option B is the best choice as it describes the underlying assumption of this method.

Question 17

Segmentation systems such as _____ group areas and neighborhoods into more precise clusters based on consumers' similarities in demographic characteristics and consumption lifestyles.

Accepted Answer

PRIZM is a segmentation system specifically designed to classify neighborhoods into clusters based on demographic and consumer behavior similarities.

Question 18

In the context of the gender differences in consumption and acquisition behavior, women are more likely to:

Accepted Answer

The answer of In the context of the gender differences...

Question 19

Which of the following is true of Hispanic American consumers?

Accepted Answer

Hispanic American consumers sometimes resist assimilation to maintain their ethnic identity, valuing cultural traditions and practices.

Question 20

Multicultural marketing is the use of strategies that:

Accepted Answer

Multicultural marketing involves creating strategies that appeal to diverse cultural groups within a society, recognizing and addressing their unique preferences and needs.

Quiz 12: Consumer Diversity