Consumer Behavior Building Marketing Strategy 13th Edition by David L Mothersbaugh - Test Bank

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Event sponsorships are seen as an authentic means of engaging an ethnic subculture.

The unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as its current situation.

The unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as its current situation.

The unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as its current situation.

Ethnic groups, religions, geographic areas, and generations are all bases for subcultures in the United States.

Ethnic groups are the most commonly described subcultures.

Ethnic groups are the most commonly described subcultures.

Non-European ethnic groups constitute a significant and growing part of our population.

Specific geographic regions are home to different ethnic groups.

Ethnic subcultures are defined as those whose members’ unique shared behaviors are based on a common racial, language, or national background, but many Americans identify with more than one ethnic group.

The largest ethnic subculture in the United States is Hispanic.

The relatively faster growth rate of non-European groups in the United States is due to their higher birthrates and greater immigration.

Latin America was the source of the most immigrants into the United States in 2009.

All subcultures are very diverse, and general descriptions do not apply to all of the members.

Between 2010 and 2030, the fastest-growing ethnic group in the United States is predicted to be Hispanics.

Hispanics are predicted to have the youngest median age in the United States in the year 2015.

The Asian American subculture has the highest education levels and median household incomes in the United States.

The Hispanic subculture has the greatest percentage of children under the age of 18 in the United States.

Compared to the white population, Asian Americans tend to be higher educated and have a higher household income.

Black is Beautiful is not a segment of the African market identified by Yankelovich.

The New Middle Class segment of the African American market is younger, has the highest education and income, and is positive about the future.

The New Middle Class segment of the African American market is younger, has the highest education and income, and is positive about the future.

The Black is Better segment of the African American market is composed of middle age, upper-middle income, family-oriented members who prefer to be around people of their own ethnicity and who are the highest spenders on clothing.

The Black is Better segment of the African American market is composed of middle age, upper-middle income, family-oriented members who prefer to be around people of their own ethnicity and who are the highest spenders on clothing.

The Black Onliners segment of the African American market is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM.

The Black Onliners segment of the African American market is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM.

The Connected Black Teens market segment is teens living at home, with more than half raised by a single parent, who embrace Black media and are tech savvy.

The Connected Black Teens market segment is teens living at home, with more than half raised by a single parent, who embrace Black media and are tech savvy.

Boomer Blacks are the oldest segment (average age 52), are upper middle class, are heavily online (90 percent), prefer Black advertising, and strongly support “Buying Black.”

Boomer Blacks are the oldest segment (average age 52), are upper middle class, re heavily online (90 percent), prefer Black advertising, and strongly support “Buying Black.”

Sick and Stressed African Americans trend older (45-65), male, suburban, parents, and lower-middle income and are stressed about health and finances.

The Family Struggles segment is a broad age group that is mostly female, parents, lower income status, heaviest TV watchers, and price but not brand conscious.

The Black Men’s Top 5 consists of Jet, Ebony, Sports Illustrated, Vibe, and Time.

Each statement is correct with regard to African American Internet usage.

Event marketing involves creating or sponsoring an event that has a particular appeal to a market segment.

Event marketing involves creating or sponsoring an event that has a particular appeal to a market segment.

Many black shoppers still encounter obviously disrespectful acts such as being closely watched and slower service.

The Hispanic definition is measured by a person’s response to the question: Are you Spanish/Hispanic/Latino?

Persons coming from Cuba are classified as Hispanics.

Mexican Americans tend to live in the Southwest and California.

Cubans and Puerto Ricans tend to have incomes well above other Hispanics.

Homogeneity in the Hispanic market is the result of common language, common religion, emergence of national Spanish-language media, and emergence of national entertainment figures.

Acculturation is highly related to language use.

First-generation Hispanic adults display the lowest level of acculturation.

First-generation Hispanic adults display the lowest level of acculturation.

Second-generation adults are more likely to identify themselves as Americans and speak English and are less likely to ascribe to traditional values.

Second-generation adults are more likely to identify themselves as Americans and speak English, and are less likely to ascribe to traditional values.

Third-generation Hispanics display the highest level of acculturation.

Third-generation Hispanics display the highest level of acculturation.

The Roman Catholic religion heavily influences the Hispanic culture.

Bicultural Hispanic teens tend to acculturate by adding another culture, not by replacing their first culture.

Bicultural Hispanic teens tend to acculturate by adding another culture, not by replacing their first culture.

Hispanics tend to be less receptive than the general market to store brands.

Retailers have not responded to the needs of the Hispanic market by lowering prices on nationally branded products.

Asian Americans are not a single subculture.

Chinese represent 29 percent of Asian Americans.

Confucianism emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband.

Confucianism emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband.

Traditionalists are one of three groups of Asian Americans that cut across nationality groups.

Traditionalists are one of three groups of Asian Americans that cut across nationality groups.

Traditionalists are one of three groups of Asian Americans that cut across nationality groups.

Established are older, conservative, well-educated professionals.

Living for the Moment are younger, bilingual, and have moderate identification with native culture.

Living for the Moment are younger, bilingual, and have moderate identification with native culture.

Generation 2.0 is the generation of Asian Americans born in the United States to immigrant parents.

While these segments create challenges for marketers, they also represent increased purchasing power.

Echo Star’s Dish Network offers a “Chinese Package” called “Great Wall TV Package.”

Geographic concentration is increasing, which helps marketing efficiency.

The U.S. Census reports Native Americans by individual tribe and in combination with other tribes and races.

Cherokee is the largest Native American tribe.

Cherokee is the largest Native American tribe.

Asian-Indian husbands tend to have a dominant role in family decisions.

Arab Americans do not come from Israel.

More than 80 percent of Arab Americans are U.S. citizens, with a majority being born in the United States.

More than 80 percent of Arab Americans are U.S. citizens.

The educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines.

Religious subcultures are the different religions in America prescribing differing values and behaviors.

Although American culture is basically secular, many of its traditions and values are derived from the Judeo-Christian heritage of the majority of Americans.

Born-again Christians are characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a “born-again” experience, and encouraging others to believe in Jesus Christ.

Regional subcultures arise as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled there, and significant social and political events.

TRUE

The unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as its current situation.

TRUE

Ethnic subcultures are those whose members’ unique shared behaviors are based on a common social, language, or national background.

FALSE

The U.S. Census has projected for the African American population to reach 13.1 percent of the overall population in the United States by 2030.

TRUE

The relatively faster growth rate of non-European groups is due to a higher birthrate among some of these groups and to greater immigration.

FALSE

Hispanics are predicted to be the fastest-growing ethnic subculture in the United States between 2010 and 2030.

TRUE

Adaptation to fit the requirements of the unique segments may often be needed.

TRUE

An Hispanic is defined as a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.

FALSE

Hispanics often speak Spanish and often prefer Spanish-language media.

TRUE

Asian American purchasing power is estimated to be $713 billion and is expected to grow by 37 percent through 2018, which is higher than the growth for whites.

TRUE

Sixty-five percent of both the Asian American population and spending power resides in just six states.

FALSE

The Cherokee are the largest Native American tribe.

FALSE

In some ways, India is more like Europe than America with 28 states, six union territories, 15 official languages, and dozens of other languages and dialects.

TRUE

More than 80 percent of Arab Americans are U.S. citizens, with a majority born in the United States.

TRUE

The educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines.

TRUE

Muslims in America are not necessarily Arabs.

A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. The unique values and patterns of behavior shared by subculture group members are based on the social history of the group as well as on its current situation. Ethnic groups are the most commonly described subcultures, but religious and geographic regions are also the bases for strong subcultures in the United States. An ethnic subculture is one whose members’ unique shared behaviors are based on a common racial, language, or national background. The major ethnic subcultures in the United States include African Americans, Hispanics, Asian Americans, Native Americans, Asian-Indian Americans, and Arab Americans. The different religions in America prescribing differing values and behaviors constitute several religious subcultures. The primary religious subcultures in the United States include Christian subcultures (i.e., Roman Catholics, Protestants, and Born-again Christians) and non-Christian subcultures (i.e., Jewish, Muslim, and Buddhist). Finally, distinct regional subcultures arise as a result of climatic conditions, the natural environment and resources, the characteristics of the various immigrant groups that have settled in each region, and significant social and political events. The four U.S. census regions are Northeast, North Central, South, and West.

Market Segment Research found 11 segments relating to demographics, lifestyle, and technology use:

New Middle Class—younger; highest education and income; most suburban; high tech use; positive about future; self-describe as Black; feel “Black slang” should be avoided.
Broadcast Blacks—middle age; female; lowest income; urban; single parent; lowest tech; confident; independent; value education; self-describe as African American; feel “Black slang” should be avoided; strongly support “Buying Black.”
Black is Better—middle age; upper-middle income; urban; trend single parent; confident and positive; self-identify as African American; strong emphasis on faith, career, and family; prefer being around people of their own ethnicity; highest spenders on clothing.
Black Onliners—younger; male; middle/upper income; brand conscious; place strongest importance on being around people of own ethnicity; most stressed about work, family, academics, and straddling Black and White worlds; heaviest users of such technology as blogs and IM.
Digital Networkers—younger; school or early career phase; unmarried; male; suburban; middle/upper income; heavy tech, including social networking and IM; less in touch with Black solidarity; less confident attitudes; less religious; shop online.
Connected Black Teens—teens living at home, with more than half raised by single parent; embrace Black media; tech savvy; brand conscious and want brands popular with their culture; music focused; positive life attitude; respect elders; not as focused on only interacting with those of same ethnicity.
Boomer Blacks—oldest segment; upper middle class; heavily online; prefer Black advertising; religious; high mistrust in institutions and high awareness of prejudice; prefer being around people of their own ethnicity; strongly support “Buying Black.”
Faith Fulfills—trend older and female; parents; married; highly religious; spend most time volunteering for religious and non-profit groups; upper middle class; have positive attitude about future; don’t feel they have to hide their Blackness; use Internet but not tech forward.
Sick and Stressed—trend older; male; suburban; parents; lower-middle income; less optimistic; stressed about health and finances; least likely to lead healthy lifestyle and have health insurance.
Family Struggles—broad age group; mostly female; parents; lower income status; heaviest TV; are mostly online but lighter users; associate heavily with those of same ethnicity; lower use of social network sites; price but not brand conscious.
Stretched Black Straddlers—young; female; middle income; trend unmarried; exposed to the greatest racial discrimination; self-identify as Black; report acting differently when around Blacks than around other ethnicities; high stress over work, family, money; newer to technology.

The primary retailing responses to this market have been increasing the number of bilingual salespeople; the use of Spanish language signs, directions, and point-of-purchase displays; and merchandise assortments that reflect the needs of the local Hispanic community. Additionally, though, because Target also will be communicating with these consumers through advertising, for example, store managers need to be aware that Hispanics often speak Spanish and often prefer Spanish-language media. Serious attempts to target Hispanics will often involve Spanish-language media as well as mass media. There are several Spanish-language TV networks in the United States as well as widespread Spanish language radio, magazines, and newspapers. Successfully communicating to Hispanic consumers involves more than directly translating ad copy from English to Spanish.

First is geographic concentration, which has historically been high and appears to be increasing. Roughly 75 percent of all Asian Americans live in just six states (California, New York, New Jersey, Hawaii, Texas, and Illinois). Immigration is one of the factors fueling the growth of this population. A second trend is toward an increase in skilled workers from Mandarin-speaking regions of mainland China. A final trend is one that is common to all subcultures—the youth trend. Roughly a third of Asian Americans are under the age of 25, and this second generation (sometimes referred to as Generation 2.0), which was born in the United States, is like the African American and Hispanic youth, still tied to their roots, but blending languages and cultures, influencing general U.S. culture, and fueling trends in fashion and music.

Christianity takes many forms in this country, each with some unique beliefs and behaviors: Roman Catholics, Protestants, and Born-Again Christians.

Roughly 21 percent of American adults are Roman Catholic. The Catholic Church is highly structured and hierarchical, the Pope is the central religious authority, and individual interpretation of scripture and events is minimal. A basic tenet is that a primary purpose of a marital union is procreation, resulting in a larger family size for Catholics than for Protestants. The Catholic Church is ethnically diverse, and Hispanics have fueled much of the Catholic growth since 1960. Catholics have very few consumption restrictions or requirements associated with their religion.

Approximately 45 percent of American adults identify themselves as Protestant. While there is significant diversity within this religion, most emphasize direct individual experience with God as a core tenet. The emphasis on individual responsibility and control has been credited with creating a strong work ethic, desire of scientific knowledge, a willingness to sacrifice for the future, and relatively small families. Some subcultures within this religion prohibit the consumption of certain products (e.g., stimulants such as caffeine prohibited by the Mormon Church and alcohol prohibited by the Southern Baptist Church).

Born-again Christians are characterized by a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a “born-again” experience, and encouraging others to believe in Jesus Christ. They tend to have somewhat lower education and income levels than the general population, and they tend to have a more traditional gender role orientation. Born-again Christians are best known for their political stands on issues such as abortion, homosexual rights, and prayer in the schools. They generally oppose the use of alcohol and drugs, and various groups have organized boycotts against advertisers that sponsor shows they find inappropriate.