Question 1

Which of the following best explains why marketers view teens as 'consumers-in-training'?

Accepted Answer

Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come. Marketers view teens as 'consumers-in-training' because they see them as potential lifelong customers who can be influenced at a young age.

Question 2

A person born in 1901 would be part of the ________ Generation.

Accepted Answer

The Interbellum Generation refers to those born between 1901 and 1913, during the period between World War I and World War II.

Question 3

What is a major difference between a Generation Y and a Generation X consumer?

Accepted Answer

The answer of What is a major difference between a...

Question 4

Jane is a Baby Boomer.How is Jane most likely to be different from her mother when her mother was 60 years old?

Accepted Answer

Baby Boomers are known for being more health conscious and physically active than previous generations. Therefore, it is likely that Jane will be more physically active than her mother was at the same age. Options A and B are not necessarily true for all Baby Boomers, as factors such as personal financial planning and perception of age can vary greatly. Option C is also not necessarily true, as fashion and style preferences vary across individuals and generations.

Question 5

People born between World War I and World War II are known as ________.

Accepted Answer

People born between World War I and World War II are commonly known as the Silent Generation. They were called the Silent Generation because they grew up in a time of economic hardship and political turmoil, causing them to be cautious and conformist. The term "War Babies" is commonly used to refer to individuals born during or right after the end of World War II. The Lost Generation refers to individuals who came of age during World War I and were disillusioned by the war and its aftermath. Baby Boomlets is not a commonly used term.

Question 6

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords, but still be connected to any media at any time.The lifestyle created by this approach is referred to as ________.

Accepted Answer

The lifestyle created by marketing to Gen Yers that allows them to be wire-free but still connected to any media at any time is referred to as "connexity".

Question 7

Members of which of the following age cohorts are part of today's grey market?

Accepted Answer

The War Baby Generation, also known as the Silent Generation, were born between 1928 and 1945 and are currently in their mid-70s to mid-90s. They are the ones who make up today's grey market as they are older consumers with significant purchasing power and are often overlooked by marketers. Generation Z, Y, and X are younger than the Silent Generation and are not part of the grey market.

Question 8

An age ________ consists of people of similar ages who have undergone similar experiences.

Accepted Answer

A cohort refers to a group of individuals who were born at the same time and share common experiences as they age. They can be used to analyze trends in behavior and attitudes among different age groups.

Question 9

Researchers measure ________ on dimensions that include 'feel-age' and 'look-age'.

Accepted Answer

Perceived age is measured by researchers on dimensions that include 'feel-age' and 'look-age'. Chronological age refers to the actual number of years a person has lived, age cohort refers to a group of people born around the same time period, and social age refers to the age a person is expected to behave based on their societal roles and expectations.

Question 10

Gen Yers are at home in a ________, communicating over the internet and via apps on their phones

Accepted Answer

Thumb culture refers to the digital world, where people communicate using their thumbs on their phones or other devices. This is a term that has been used to describe the tech-savvy habits of Gen Yers or millennials. They are known for being proficient at using technology and prefer to communicate digitally rather than in person.

Question 11

The typical immigrant today in Australia is most likely from India.

Accepted Answer

The answer of The typical immigrant today in Australia is...

Question 12

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

Accepted Answer

The concept of being a teenager as a distinct phase of life is a relatively modern development, emerging in the mid-20th century with changes in society, education, and economy.

Question 13

Mexico is a very tightly knit culture with a rich history along with strong family connections and social identification.In this culture, people tend to infer meanings that go beyond the spoken word.This classifies Mexico as a ________ culture.

Accepted Answer

Mexico's strong emphasis on nonverbal communication, contextual clues, and shared cultural experiences suggest that Mexico is a high-context culture.

Question 14

An ethnic subculture consists of a self-perpetuating group of consumers who are held together by common cultural and/or genetic ties.This subculture is identified both by its members and by others as a distinguishable category.

Accepted Answer

This statement accurately describes an ethnic subculture. Members of the subculture share common cultural and/or genetic ties and are recognized as a distinguishable category by themselves and others.

Question 15

Advertising to teens typically depicts ________.

Accepted Answer

Advertising to teens typically depicts 'in' teens using the product to appeal to their desire to fit in with their peer group and be seen as cool or popular. The other options are less common in teen advertising.

Question 16

Another name for Generation Y is ________.

Accepted Answer

Millennials is another commonly used name for Generation Y, as this demographic cohort was born between the early 1980s and mid-1990s, around the turn of the millennium. The other options listed are either names for different generations (War Babies refers to those born during World War II, The Lost Generation refers to those who came of age during or shortly after World War I), or a derogatory stereotype (Slackers).

Question 17

Marketers must know the needs and wants of their customers.Which of the following presents the most accurate picture of the typical elderly consumer today?

Accepted Answer

This option presents the most accurate and positive picture of the typical elderly consumer today. Research has shown that the elderly population is increasingly active and interested in new experiences, and they have the means and willingness to consumer goods and services. This demographic is not defined by being old, infirm, or depressed; in fact, many elderly individuals are living fulfilling lives and contributing to their communities. This option also avoids negative stereotypes about elderly individuals being unable to adapt to technology or refusing government support.

Question 18

Shannon Reeves and Tish Phillips remember their days of student protest in America in the 1960s.Shannon remembers seeing Jimi Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale.These memories about cultural heroes and events are one of the chief characteristics of an age ________.

Accepted Answer

The term "cohort" refers to a group of people who share a common characteristic or experience, often tied to a particular time period. In this case, Shannon and Tish are part of the same cohort of individuals who were students protesting in the 1960s. They share memories and experiences from that time period, including cultural icons like Jimi Hendrix and notable events like burning bras as a form of feminist protest.

Question 19

Jui-Jui has a need to achieve independence.He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighbourhood full of houses, he would have to go some distance to find an apartment that he could afford.This move would mean that he would distance himself from his friends.This example is a common dilemma for many teens.Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

Accepted Answer

Jui-Jui is facing a conflict between his need for independence and his desire to maintain his sense of belonging with his friends and family. This is a common struggle for many teens who are trying to establish their own identity while also maintaining relationships with those who are important to them.

Question 20

Which of the following conflicts common to all teens, identified by Saatchi & Saatchi advertising agency, deals with teens' need to acquire independence?

Accepted Answer

Autonomy versus belonging is the conflict that deals with the need for independence, as teens struggle to establish their own identity while still wanting to belong to a group or community. Growth versus restriction relates to the tension between personal growth and rules or limitations imposed by authority figures. Idealism versus pragmatism refers to the tension between holding on to idealistic beliefs and adapting to the practical realities of life. Narcissism versus intimacy is the tension between self-centeredness and the desire for close relationships with others.

Quiz 12: Ethnicity, Religion and Age