Deck 12: Consumer Diversity

Question 1

Men are more likely to engage in a thorough,detailed examination of marketing messages and to make decisions based on product attributes.

Answer 1

False

Question 2

Individuals may be androgynous,having both masculine and feminine traits.

Answer 2

True

Question 3

Generation Y "Millennials" consists of consumers born between the years 1980 through 1994.

Answer 3

True

Question 4

African Americans represent 20 percent of the U.S.population.

Question 5

Because teens are so similar across the world,marketers do not need to consider localized culture.

Question 6

Clustering is based on the premise that consumers in the same neighborhood tend to engage in similar consumption behavior.

Question 7

Generation X consumers are more likely to own homes than Baby Boomer consumers.

Question 8

African Americans often buy premium brands to make a statement about themselves.

Question 9

Sex refers to a biological state,while gender refers to a person's preference for certain gender-type behaviors.

Question 10

Boomerang kids are those who emulate the Australian culture.

Question 11

Marketers segment people by age because people of the same age are often going through similar life experiences.

Question 12

Marketing communications on TV are a major source of information about products for teens.

Question 13

Denmark is a more feminine culture than the United States.

Question 14

Agentic roles stress harmony and affiliation.

Question 15

Hispanic consumers are a very fast growing and homogenous ethnic group in the United States.

Question 16

Twenty-seven percent of teens have developed cosmetic brand loyalties by age 15.

Question 17

Women outnumber men in the gray market.

Question 18

Nigel owns a pizza parlor in a highly Hispanic neighborhood.He has two menus: one in English and one in Spanish.This is an example of accommodation theory.

Question 19

Socializing is one of the major reasons teens like to shop.

Question 20

In Thailand,more than 80% of the population is of Thai origin,but sizable subcultures flourish.

Question 21

Why should marketers be careful in using symbols and language that teens can relate to in their advertising?

A) Teens are often wary of blatant attempts to influence them.
B) The symbols and language become quickly outdated.
C) Teens need to be "talked to, not at."
D) Because of the quickly changing teen culture, the message could be "uncool."
E) All of these choices are correct.

Question 22

In the United Kingdom and Asia,teens are more likely to ____ than their parents' generation.

A) buy generic brands
B) be career minded
C) process advertising information
D) process packaging information
E) use credit cards

Question 23

Religious influences have little effect on consumer behavior.

Question 24

Teen tastes

A) surprisingly change more slowly than the rest of the population.
B) can change very rapidly.
C) are set by the age of 12.
D) vary in six stages.
E) are easily influenced by younger children.

Question 25

Teenagers in the ____ segment have low expectations of the future and material success,and are alienated from society.

A) upholders
B) lonesome lazers
C) thrills and chills
D) bootstrappers
E) resigned

Question 26

Heeling Sports,a manufacturer of sneakers with retractable wheels,reaches teen consumers by

A) advertising in snowboarding magazines.
B) continually changing it content on its company website.
C) selling its brand at Abercrombie & Fitch stores.
D) sending teen product ambassadors to perform at amusement parks, malls, state parks and college campuses.
E) Heeling Sports does not try to reach teens as it considers its target market to be 5 to 10 year olds.

Question 27

The median age of African Americans who live in the United States is older than the median age of the overall U.S.population.

Question 28

People of the same ____ are at the same stage in life and,therefore,share many common symbols and memories,which may lead to similar consumption patterns.

A) age
B) gender
C) ethnicity
D) subculture
E) region

Question 29

Individuals who were born between 1965 and 1979 have commonly been referred to as

A) the baby boomer generation.
B) the savvy skidders.
C) Generation X.
D) Generation Z.
E) Tweens.

Question 30

Which of the statements about Generation Y's shopping behavior is not true?

A) Teens tend to shop more on weekends.
B) Friends are a major source of information about products.
C) Males tend to shop more than females.
D) A major shopping motive for teens is socializing.
E) Teens now shop more for themselves than previous generations.

Question 31

Teens today often shop for themselves and are responsible for more decisions than previous generations because of

A) teens' rebellious natures.
B) teens need to be similar to each other.
C) the teens' need to socialize in the mall.
D) the high number of two-career families and single parents.
E) medical care and healthier lifestyles.

Question 32

____ are dutiful and conforming,seeking a rewarding family life and upholding traditional values.

A) Upholders
B) Lonesome lazers
C) Thrills and chills
D) Bootstrappers
E) Resigned

Question 33

During their teen years,individuals

A) always rebel.
B) are thinking of stability in their lives.
C) think about starting families.
D) strive to develop a distinct identity.
E) are less influenced by peers than they will be later in life.

Question 34

For marketers,the teen years are important.____ is (are)established at this time.

A) Occupations
B) Housing and automobile purchasing patterns
C) Income
D) Brand loyalties
E) Price sensitivity

Question 35

The early wave of baby boomers grew up in the most prosperous time in the history of the United States,and possibly of any country at any time.They also went through a divisive war and a collective disillusionment.This is an example of how people of the same age ____,which leads to similar consumption patterns.

A) have similar tastes
B) have similar motivation levels
C) share many common symbols and memories
D) have the same attention levels
E) are of the same social class

Question 36

People of the same age ____,which leads to similar consumption patterns.

A) have similar tastes
B) share many common symbols and memories
C) have similar motivation levels
D) have the same attention levels
E) are of the same social class

Question 37

India has a diverse ethnic population with approximately 20 different languages being spoken there.

Question 38

Which of the following best describes Generation X's consumer behavior?

A) They like to take time to research products and customized them to their own taste.
B) They watch less TV than any other age group does.
C) They like to own cutting-edge technology.
D) If living with their parents, they may influence family decisions to expand or remodel the house.
E) All of these choices are consumer behaviors of Xers.

Question 39

Due to an increasing number of working parents and divorces,today's teens often

A) care more about name brands.
B) are much greater spendthrifts than previous generations.
C) care less about name brands.
D) shop for themselves.
E) shop for their parents.

Question 40

What is one caveat about advertising to teens through a company website?

A) Teens are not likely to use the Internet.
B) Teens tend not to be loyal to an individual site unless there is a specific appeal.
C) TV is a better medium for reaching teens.
D) Teens use the Internet primarily for accessing Facebook and other social networking sites.
E) There is no reason to be wary of advertising to teens through a company website.

Question 41

The baby boomers are those who were born between

A) 1906 and 1924.
B) 1966 and 1984.
C) 1926 and 1944.
D) 1946 and 1964.
E) World War I and World War II.

Question 42

Xers find success and achievement by

A) being at the very cutting edge of technology.
B) investing in the stock market.
C) trying to change the world.
D) being rebellious.
E) climbing the corporate ladder.

Question 43

For baby boomers,____ can be used to create a positive nostalgic feeling.

A) edgy advertising.
B) rock music from the 1950s and 1960s
C) swing and big-band music
D) bright lights arranged around pictures
E) pictures of pre-Depression-era happiness

Question 44

The baby boom generation

A) created a revolution in social attitudes, music, fashion, and politics.
B) was one of the most conservative in history.
C) faced one of the hardest economic times in U.S. history.
D) was the first generation not to achieve the economic status of its parents.
E) was known as the conformist generation because it wanted to get ahead and not make waves.

Question 45

At age 28,Bill has a part-time job and lives with his parents.Bill could be considered as one of the

A) home stayers.
B) boomerang kids.
C) home Xers.
D) refilled nesters.
E) returned Xers.

Question 46

How does State Farm attempt to reach Generation X consumers?

A) with creative TV ads that air during major sporting events such as the Super Bowl and World Series
B) by continually updating its website with content of interest to Xers
C) by sponsoring extreme sporting events and teams
D) by running fast-paced ads on Rollingstone.com and other websites that target Xers
E) by posting videos on Facebook and MySpace

Question 47

The largest demographic group in the United States is known as the

A) Generation Xers.
B) Golden Ponders.
C) baby boomers.
D) savvy skidders.
E) demographic boomers.

Question 48

The revolution in social attitudes by the baby boomers led to the rise of

A) family values.
B) civic participation.
C) individualism.
D) economic prosperity.
E) religious faith.

Question 49

Which of the following behaviors and attitudes do not characterize Baby Boomers?

A) They spend more time browsing the Internet than any other group.
B) They are heavy users of financial services.
C) Many are still in their peak earning years.
D) They value groups and collectivism.
E) They are sensitive to aging and many will buy cosmetics and other products to delay the aging process.

Question 50

Boomerang kids are

A) Xers who have reverted to jobs that their parents would not consider doing.
B) parents who are living with their children and thus have more discretionary income.
C) Xers who live with their parents.
D) baby boomers who have plateaued and even taken a U-turn in their career paths.
E) children of the high-discretionary income group who have rebelled but have then returned to the nest.

Question 51

Born and bred on TV,Xers tend to

A) be quite open to influence by advertising.
B) be cynical about obvious marketing techniques.
C) find exaggerated claims less objectionable than other generations.
D) find ads for unpopular products less objectionable than other generations.
E) be more open to stereotypes.

Question 52

Generation Xers are stereotyped as

A) idealistic.
B) ambitious.
C) conservative.
D) apathetic slackers.
E) materialistic.

Question 53

Features in retail stores that are designed to better meet the needs of mature consumers might include all of the following except

A) easier-to-read labels.
B) comfortable seating throughout the store.
C) Web site services at every restaurant and coffeehouse.
D) well-lighted parking lots.
E) shelving arranged so customers do not have to bend over.

Question 54

Researchers have identified five subgroups of baby boomers based on

A) lifestyles.
B) amount spent on consumer products.
C) five-year periods.
D) ethnicity.
E) political affiliation.

Question 55

Products and services that ____ are primarily aimed at aging baby boomers.

A) help individuals maintain a youthful appearance
B) fulfill slow hedonic needs
C) fulfill symbolic needs
D) are emotionally fulfilling but cost very little
E) are branded

Question 56

The 50-and-older market will increase dramatically as

A) health increases life expectancy.
B) the baby boomlet appears.
C) consumers become more aware of the lost generation.
D) baby boomers age.
E) education levels increase.

Question 57

The ____ market is comprised of those consumers over age 65.

A) gray
B) baby boomer
C) Generation X
D) Slacker
E) young-again

Question 58

Chico's,a retail clothing chain,has grown to more than 600 stores by

A) providing trendy clothes to teenagers.
B) appealing to younger consumers by stocking denim clothing.
C) focusing on sportswear for men.
D) specializing in clothing for overweight and tall men.
E) specializing in loose-fitting casual clothing for women baby boomers.

Question 59

How does Mountain Dew attempt to reach Xers?

A) with creative TV ads that air during major sporting events such as the Super Bowl and World Series
B) by continually updating its website with content of interest to Xers
C) by sponsoring extreme sporting events and teams
D) by using heavy metal music in its ads
E) by posting videos on Facebook and MySpace

Question 60

Individuals in the gray market

A) are more spendthrift than other generations.
B) think of themselves as being 20 years younger.
C) have more difficulty making more complex decisions.
D) are better at processing lots of information.
E) are more likely to search for information.

Question 61

Agentic goals are those

A) of idealism and impracticality.
B) of realism and relentless practicality.
C) emphasizing hedonism and the pursuit of happiness.
D) that stress mastery, self-assertiveness, and self-efficacy.
E) of affiliation and fostering harmonious relations with others.

Question 62

Learning to adapt to a new culture is termed

A) homophily.
B) ethnocentrism.
C) ethnicization.
D) acculturation.
E) cultural adoption.

Question 63

____ is the term used when individuals make up for deficiencies such as lack of social contact or depression with food consumption.

A) Binging
B) Bulimia
C) Compensatory eating
D) Gorging
E) Feasting

Question 64

Systems such as ____ group areas and neighborhoods into more precise clusters based on similarities in demographic and consumption characteristics.

A) America Online
B) JAZZ
C) PRIZM NE
D) CompuServe
E) JAVA

Question 65

____ is segmenting neighborhoods on the basis of specific lifestyle characteristics.

A) Slicing
B) Lifestyle grouping
C) Characterizing
D) Subgrouping
E) Clustering

Question 66

The primary benefit of clusters is that they allow marketers to

A) raise the ability of consumers to process information.
B) change the decision-making processes of consumers.
C) segment and target consumers more effectively.
D) reach a wider area of consumers by advertising.
E) encourage the peripheral processing of marketing communications.

Question 67

The Southwest derives its distinctive regional character primarily from the fact that

A) it is a part of the United States.
B) large quantities of chili peppers are grown there.
C) the cities are relatively small.
D) it was originally part of Mexico.
E) it is distant from the north central states.

Question 68

The eastern seaboard

A) reflects its roots as the original thirteen colonies.
B) is known for its wide-open spaces.
C) exhibits a preference for steak.
D) is known as the gateway to the Pacific.
E) is also known as the "rust belt."

Question 69

Systems such as Mosaic and PRIZM NE group areas and neighborhoods into more precise clusters based on

A) the size of the area.
B) the contiguity of the areas.
C) the ease of collecting data in the areas.
D) consumption and demographic characteristics.
E) advertising expenditures.

Question 70

High-rise urban districts with affluent consumers are similar in Los Angeles,San Francisco,Chicago,and New York.These consumers eat at similar restaurants,read similar magazines,and have similar political views.This is an example of how,because clusters are ____,consumers in different parts of the country can be grouped together.

A) heterogeneous
B) based on common characteristics
C) statistically different
D) regionally distinct
E) well organized, especially by PRIZM

Question 71

Clustering systems,such as PRIZM NE and Mosaic,are especially helpful for all of the following marketing tasks except

A) finding new customers.
B) developing new products.
C) buying advertising.
D) finding universal needs and wants.
E) locating store sites.

Question 72

Dual-career families have led an increasing number of husbands to

A) assume greater responsibility for household tasks and child rearing.
B) early retirement due to stress.
C) spend more time away from home trying to attain the ideal lifestyle.
D) avoid going back to school to change careers.
E) start taking a more active role in purchases for household improvement.

Question 73

____ refers to a biological state whereas ____ reflects a person's preference for certain behaviors.

A) Androgyny / self-assertion
B) Gender / sexual orientation
C) Self-assertion / androgyny
D) Sexual orientation / sex
E) Communality / agentic

Question 74

Because of the close proximity in which people live and work,residents in one area can often

A) develop similar patterns of purchasing behavior.
B) have low levels of homophily.
C) have similar levels of price sensitivity.
D) develop the same commuting patterns.
E) develop schemas that reflect different parts of the country.

Question 75

Tejano music,an accordion-based style of polka that originated in the Rio Grande valley in the late 1800s,is very popular with Hispanic consumers in the Southwest and in California.All of the following are external factors that could influence these tastes except

A) ethnicity.
B) culture.
C) gender.
D) region.
E) reference group.

Question 76

Hardware stores now advertise to women and body care products are aimed at men.This is an example of how products

A) have become more sex-typed over time.
B) are mostly strictly sex-typed.
C) are almost never sex-typed.
D) have become less sex-typed.
E) are sex typed, but only in the durable product category.

Question 77

Clustering techniques are based on the principle that

A) external factors can have a big impact on consumer behavior.
B) consumers in the same neighborhood tend to buy the same products and services.
C) ethnicity exerts a strong influence on the shopping behavior of consumers for products and services.
D) culture exerts a strong influence on the shopping behavior of consumers for products and services.
E) internal factors can have a big impact on consumer behavior.

Question 78

In food consumption,the Southwest exhibits a stronger regional preference for

A) health food.
B) spicy food.
C) pork barbeque.
D) Asian food.
E) mild foods.

Question 79

All of the following external factors could influence the tastes of a particular subculture except

A) ethnicity.
B) culture.
C) elaboration level.
D) region.
E) reference group.

Question 80

Women have been guided by goals of affiliation and fostering harmonious relations with others,which are known as ____ goals.

A) agentic
B) harmonogenic
C) androcentric
D) phileooptic
E) communal