Question 1

Marketers in the United States are paying increasing attention to ethnic groups because
A) they represent a majority of the population in non-urban areas of the country.
B) approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
C) they are more susceptible to marketing messages.
D) government subsidies assist marketers attempting to communicate value to these groups.
E) country culture is replacing regional culture as a key marketing consideration.

Accepted Answer

According to the passage, marketers in the United States are paying increasing attention to ethnic groups because approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.

Question 2

By offering environmentally responsible products, green marketers
A) undercut prices of non-environmentally responsible marketers.
B) keep costs much lower than those of competitors.
C) make consumers feel guilty for buying other products.
D) add value that other products do not have.
E) all of these

Accepted Answer

By offering environmentally responsible products, green marketers add value that other products do not have. They appeal to consumers who prioritize sustainability and can differentiate themselves from competitors by offering eco-friendly options. They may not necessarily undercut prices or keep costs lower than competitors, and guilt-tripping consumers is generally not an effective marketing strategy.

Question 3

Strategic efforts to supply consumers with environmentally friendly merchandise are called
A) reduce, reuse, recycle.
B) green marketing.
C) the green generation.
D) the inconvenient truth.
E) earth marketing.

Accepted Answer

Green marketing refers to the strategic efforts taken by companies to promote and sell environmentally friendly products to consumers. This can include highlighting the product's sustainable materials, eco-friendly production methods, or energy-efficient features.

Question 4

David travels a great deal in the course of his business. He has noticed ads in many new places, including fortune cookies, baggage claim conveyor belts, on the sides of buses, etc. Marketers would like to reach David, and are responding to concerns about
A) privacy of communications.
B) the time-poor society.
C) green marketing.
D) increased costs of air travel.
E) federal restrictions on advertising.

Accepted Answer

The fact that marketers are targeting David through various means suggests that they are aware of the time constraints that many people face in today's society. Advertisers are trying to capture David's attention during the many moments of downtime he experiences while traveling.

Question 5

Because Americans are working longer hours without increases in real, disposable income, and are using an army of communication devices to keep up with the demands in their personal and work lives, retailers are
A) increasing their budgets for traditional advertising outlets like television and radio.
B) making their products available whenever and wherever consumers want them.
C) outsourcing marketing communications to global production facilities.
D) focusing only on those demographic cohorts that have time to relax.
E) de-emphasizing U.S. sales and expanding globally.

Accepted Answer

With Americans being busier than ever, retailers are making their products available whenever and wherever consumers want them, through options like online shopping, 24/7 availability, and mobile apps. This accommodates consumers who have limited time and need the convenience of being able to shop whenever and wherever they are.

Question 6

When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that
A) everyone is equal.
B) income in the United States has become more unevenly distributed.
C) everyone has been equally affected by the recession.
D) there is increasing purchasing power among lower income groups.
E) middle-income consumers are quickly becoming upper-income consumers.

Accepted Answer

Income in the United States has become more unevenly distributed. This means that there are significant differences in purchasing power and buying behaviors between different income groups. Marketers need to take this into account when developing marketing strategies and targeting specific segments of the population.

Question 7

Which of the following is TRUE regarding modern gender roles?
A) Gender roles are a constant cultural norm.
B) Modern standards require firms to produce gender neutral advertising for every product.
C) Gender roles have been blurred in the past several years.
D) Gender boundaries should never be crossed in marketing efforts.
E) Gender roles are unimportant to marketers.

Accepted Answer

In recent years, traditional gender roles have become less rigid and more fluid, with increased acceptance and representation of non-binary or gender non-conforming individuals. This shift can also be seen in marketing and advertising, where brands are increasingly embracing diversity and inclusivity in their messaging.

Question 8

The U.S. Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations. Which of the following was one of the results mentioned in the text?
A) Honest telemarketers found it easier to reach customers.
B) Dishonest telemarketers have still been able to get through.
C) Consumers received more telemarketing calls than ever.
D) Companies have increased their emphasis on telemarketing approaches.
E) The Do Not Call Registry was disbanded due to its ineffectiveness.

Accepted Answer

Dishonest telemarketers have found ways to bypass the Do Not Call Registry, continuing to reach consumers despite the regulations.

Question 9

The many demands on consumers today have made it more difficult for marketers to
A) grab consumers' attention.
B) decide what to offer.
C) deliver products just-in-time.
D) differentiate between the needs of seniors and Baby Boomers.
E) offer green marketing solutions.

Accepted Answer

With so many advertisements, social media, and other forms of communication bombarding consumers, it is increasingly difficult for marketers to capture consumers' attention and stand out from the crowd.

Question 10

Though Asian Americans comprise only 6 percent of the U.S. population, they represent
A) the fastest growing minority population.
B) the easiest minority group to access.
C) a large proportion of the minorities in the Midwest.
D) a uniform group of consumers with a common language and cultural background.
E) all of these

Accepted Answer

The fact that Asian Americans are the fastest growing minority population is supported by the sentence "Though Asian Americans comprise only 6 percent of the U.S. population, they represent."

Question 11

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in
A) rural areas.
B) smaller states.
C) New York, Los Angeles, and Chicago.
D) coastal resort areas.
E) Great Lakes agricultural areas.

Accepted Answer

New York, Los Angeles, and Chicago are known to be some of the largest and most diverse cities in the United States, with high concentrations of foreign-born Americans and recent immigrants.

Question 12

ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of its products as environmentally friendly because they were made with all natural ingredients, even though ABC's plant was one of the worst polluters in town. The new term for this practice is
A) deceptive advertising.
B) greenwashing.
C) environmental exploitation.
D) virtual greening.
E) enviromarketing.

Accepted Answer

This practice is known as greenwashing, which is when a company falsely markets itself or its products as environmentally friendly to appeal to customers' interest in sustainability. In this case, ABC Company is misleading customers by labeling its products as environmentally friendly despite being a significant polluter.

Question 13

Marketers should not assume that they can target all Asian consumers in the United States with one strategy because
A) they speak different languages and come from different cultures.
B) Asians do not respond to marketing efforts.
C) there are not enough Asians in the United States to effectively target.
D) each major city tends to have only one group of Asians in large numbers.
E) one strategy is likely to be more expensive than multiple strategies.

Accepted Answer

Asians in the United States come from a variety of countries and cultures, each with their unique languages and customs. It is important to understand these differences to effectively target and appeal to a specific Asian consumer group.

Question 14

Gretchen has a job that requires working late several nights a week. This puts a lot of strain on her to find time to shop and prepare meals for her family. Grocery stores recognize the importance of consumers like Gretchen and have responded in all of the following ways except
A) creating ready-to-eat meals that would allow Gretchen to have freshly prepared meals.
B) developing meals with precut and premeasured ingredients that would allow Gretchen to cook them at home.
C) staying open late.
D) advertising their products heavily on daytime television.
E) using creative checkout procedures so Gretchen can finish her shopping quickly.

Accepted Answer

Advertising products heavily on daytime television is not a response that directly addresses Gretchen's specific needs related to her job schedule. The other options all provide solutions to help Gretchen with her time constraints for meal preparation.

Question 15

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups
A) will create inflationary expectations.
B) will disappear as ethnicity becomes a stronger cultural determinant.
C) creates opportunities to provide value to each group.
D) will vanish once the recession ends.
E) is attributable to technological expertise of immigrant groups.

Accepted Answer

The increasing income disparity between upper- and lower-income groups creates opportunities for marketers to provide value to each group, catering to their specific needs and desires.

Question 16

Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was likely shocked and concerned about
A) his financial situation.
B) his lack of privacy.
C) the marketer's lack of cultural awareness.
D) his telephone bill.
E) his technological comfort.

Accepted Answer

Jason's concern is likely related to his privacy being invaded by marketers even though he hasn't registered with the Do Not Call Registry.

Question 17

Since the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many American consumers' concept of
A) culture.
B) demographics.
C) scenario planning.
D) value.
E) green marketing.

Accepted Answer

The stagnation of income growth among American families has led to a greater emphasis on value among consumers. They are more focused on getting the most for their money and are less likely to prioritize cultural or demographic factors in their purchasing decisions. This shift in consumer behavior has been reflected in the rise of discount retailers and the growth of private label products.

Question 18

Many American consumers are purchasing hybrid automobiles even though they are more expensive than compact conventional autos. These consumers
A) value contributing to a greener environment.
B) are economically irrational.
C) are responding to global corporate pressure for social responsibility.
D) would prefer an SUV.
E) are greenwashing.

Accepted Answer

The fact that consumers are willing to pay more for a hybrid automobile suggests that they value contributing to a greener environment. They are willing to make a tradeoff between cost and social responsibility.

Question 19

For some products, marketers can combine education level with other data like occupation and income to obtain
A) a sense of consumers' regional culture.
B) consumers' value sensitivity quotient (VSQ).
C) the educational value equation.
D) complete profiles of individual consumers.
E) useful predictions of purchase behavior.

Accepted Answer

The answer of For some products, marketers can combine education...

Question 20

Marketers know that, compared to high school graduates who are working full time, college students
A) will earn less over their working lifetime.
B) spend their disposable income differently.
C) are less likely to buy textbooks.
D) have almost identical spending patterns.
E) are more likely to drink beer and less likely to drink wine.

Accepted Answer

College students and high school graduates have different spending patterns, with college students more likely to spend on experiences, entertainment, and technology, while high school graduates may prioritize basic necessities and home-related expenses. This knowledge is important for marketers who want to target their advertising and promotions effectively.

Quiz 5: Analyzing the Marketing Environment

Marketers in the United States are paying increasing attention to ethnic groups because

By offering environmentally responsible products, green marketers

Strategic efforts to supply consumers with environmentally friendly merchandise are called

David travels a great deal in the course of his business. He has noticed ads in many new places, including fortune cookies, baggage claim conveyor belts, on the sides of buses, etc. Marketers would like to reach David, and are responding to concerns about

Because Americans are working longer hours without increases in real, disposable income, and are using an army of communication devices to keep up with the demands in their personal and work lives, retailers are

When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that

Which of the following is TRUE regarding modern gender roles?

The U.S. Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations. Which of the following was one of the results mentioned in the text?

The many demands on consumers today have made it more difficult for marketers to

Though Asian Americans comprise only 6 percent of the U.S. population, they represent

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in

Marketers should not assume that they can target all Asian consumers in the United States with one strategy because

Gretchen has a job that requires working late several nights a week. This puts a lot of strain on her to find time to shop and prepare meals for her family. Grocery stores recognize the importance of consumers like Gretchen and have responded in all of the following ways except

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups

Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was likely shocked and concerned about

Since the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many American consumers' concept of

Many American consumers are purchasing hybrid automobiles even though they are more expensive than compact conventional autos. These consumers

For some products, marketers can combine education level with other data like occupation and income to obtain

Marketers know that, compared to high school graduates who are working full time, college students