Consumer Behavior Building Marketing Strategy 14Th Edition - By David Mothersbaugh - Test Bank
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Consumer Behavior Building Marketing Strategy 14Th Edition - By David Mothersbaugh - Test Bank

Consumer Behavior Building Marketing Strategy 14Th Edition - By David Mothers baugh - Test Bank   Instant Download - Complete Test Bank With Answers     Sample Questions Are Posted Below   Chapter 05 Test Bank   Multiple Choice Questions   Sponsorship of ethnic events is   unpopular because the events do not connect with …

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Consumer Behavior Building Marketing Strategy 14Th Edition – By David Mothers baugh – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 05 Test Bank

 

Multiple Choice Questions

 

  1. Sponsorship of ethnic events is

 

  1. unpopular because the events do not connect with ethnic subcultures.
  2. popular as the only way of marketing to ethnic subcultures.
  3. a means of engaging an ethnic subculture in an authentic way.
  4. not supported by major corporations in the United States.
  5. All of these choices are correct.

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Changing American Society: Subcultures

 

  1. A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n)

 

  1. market segment.
  2. subculture.
  3. ethnic group.
  4. reference group.
  5. subgroup.

 

Answer: B

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

 

  1. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as

 

  1. subsegments.
  2. subgroups.
  3. secondary markets.
  4. subcultures.
  5. reference groups.

 

Answer: D

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

  1. The degree to which an individual behaves in a manner unique to a subculture depends on

 

  1. the extent to which the individual identifies with that subculture.
  2. how long the individual has been in this country.
  3. the age of the individual.
  4. the education of the individual.
  5. the extent to which others in that subculture accept that individual.

 

Answer: A

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

  1. Which of the following are bases for subcultures in the United States?

 

  1. ethnic groups
  2. religions
  3. geographic areas
  4. generations
  5. All of these choices are correct.

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

  1. Which of the following are the most commonly described subcultures?

 

  1. ethnic groups
  2. religions
  3. generations
  4. genders
  5. geographic areas

 

Answer: A

 

Explanation:

Ethnic groups are the most commonly described subcultures.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

  1. Which of the following statements is false regarding subcultures in the United States?

 

  1. The degree to which an individual behaves in a manner unique to a subculture depends on the extent to which the individual identifies with that subculture.
  2. Religious groups are the most commonly described subcultures.
  3. We are all members of several subcultures.
  4. There are very large variations within each subculture.
  5. Generations also function like subcultures.

 

Answer: B

 

Explanation:

Ethnic groups are the most commonly described subcultures.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

 

  1. By 2040, what percentage of the U.S. population will be made up of non-European ethnic groups?

 

  1. 80
  2. 36
  3. 48
  4. 25
  5. 55

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. The U.S. Census overall projections of ethnic subculture size understate the importance of ethnic groups to specific

 

  1. people.
  2. points in history.
  3. geographic regions.
  4. languages.
  5. None of these choices are correct.

 

Answer: C

 

Explanation:

Specific geographic regions are home to different ethnic groups.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. __________ subcultures are defined as those whose members’ unique shared behaviors are based on a common racial, language, or national background.

 

  1. Ethnic
  2. Racial
  3. Religious
  4. Gender
  5. Geographic

 

Answer: A

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Which of the following is the largest ethnic subculture in the United States?

 

  1. African American
  2. Hispanic
  3. Asian
  4. Native American
  5. Caribbean

 

Answer: B

 

Explanation:

The largest ethnic subculture in the United States is Hispanic.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. The relatively faster growth rate of non-European groups in the United States is due to their

 

  1. higher birthrates.
  2. greater immigration.
  3. lower death rates.
  4. higher birthrates and greater immigration.
  5. higher birthrates, greater immigration, and lower death rates.

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

 

  1. Which of the following was the source of the most immigrants into the United States in 2016?

 

  1. Asia
  2. Mexico
  3. Europe
  4. Latin America
  5. Africa

 

Answer: D

 

Explanation:

Latin America was the source of the most immigrants into the United States in 2016.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Which of the following statements is true regarding ethnic subcultures?

 

  1. European ethnic groups constitute a significant and growing part of the U.S. population.
  2. Hispanics are the largest population group in the South and urban areas in the Northeast and Midwest.
  3. The influence of one’s ethnic heritage on behavior is not influenced by situational factors.
  4. All subcultures are very diverse, and general descriptions do not apply to all of the members.
  5. Ethnicity is the only factor that influences an individual’s behavior.

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Which of the following is predicted to be the fastest growing ethnic group in the United States between 2020 and 2040?

 

  1. Whites
  2. Blacks
  3. Hispanics
  4. Asian
  5. South Americans

 

Answer: C

 

Explanation:

Between 2020 and 2040 the fastest growing ethnic group in the United States is predicted to be Hispanics.

 

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015?

 

  1. Whites
  2. Blacks
  3. Hispanics
  4. Asian Americans
  5. South Americans

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest education levels and median household incomes. Which ethnic group meets these criteria?

 

  1. Whites
  2. Blacks
  3. Hispanics
  4. Asian Americans
  5. South Americans

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

 

  1. Target is examining subcultures in the United States and wants to identify the ethnic subculture that has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion?

 

  1. White
  2. Black
  3. Hispanic
  4. Asian American
  5. South American

 

Answer: C

 

Explanation:

Hispanic is the ethnic subculture that has the greatest percentage of children under the age of 18 in the United States.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Compared to the white population, Asian Americans tend to

 

  1. be younger.
  2. be higher educated.
  3. have a higher household income.
  4. be a larger subculture.
  5. be higher educated and have a higher household income.

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Which of the following is not a segment of the African American market identified by Yankelovich?

 

  1. Broadcast Blacks
  2. Black is Better
  3. Digital Networkers
  4. Faith Fulfulls
  5. Black is Beautiful

 

Answer: E

 

Explanation:

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

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and is positive about the future?

 

  1. New Middle Class
  2. Black Onliners
  3. Digital Networkers
  4. Boomer Blacks
  5. Faith Fulfills

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black, but feels Black slang should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong?

 

  1. New Middle Class
  2. Black Onliners
  3. Digital Networkers
  4. Boomer Blacks
  5. Faith Fulfills

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Which segment of the African American market identified by Yankelovich is middle age, upper-middle income, family-oriented, and prefers to be around people of their own ethnicity?

 

  1. Black Onliners
  2. Black is Better
  3. Digital Networkers
  4. Boomer Blacks
  5. Faith Fulfills

 

Answer: B

 

Explanation:

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 are the highest spenders on clothing.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Theresa is a 40-year-old single parent living in the city. She is confident and positive, and enjoys wearing the latest fashions. Which segment of the African American market identified by Yankelovich best describes Theresa?

 

  1. Black Onliners
  2. Black is Better
  3. Digital Networkers
  4. Boomer Blacks
  5. Faith Fulfills

 

Answer: B

 

Explanation:

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 are the highest spenders on clothing.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Which segment of the African American market identified by Yankelovich is younger, male, brand conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM.

 

  1. Boomer Blacks
  2. Connected Black Teens
  3. Black Onliners
  4. Stretched Black Straddlers
  5. Healthy Indulgers

 

Answer: C

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep in touch with his friends. Which African American market segment identified by Yankelovich best describes Nick?

 

  1. Boomer Blacks
  2. Connected Black Teens
  3. Black Onliners
  4. Stretched Black Straddlers
  5. Healthy Indulgers

 

Answer: C

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Which African American market segment identified by Yankelovich is teens living at home, over half raised by a single parent, tech savvy, and brand conscious, especially those brands popular with their culture?

 

  1. Boomer Blacks
  2. Connected Black Teens
  3. Black Onliners
  4. Stretched Black Straddlers
  5. Healthy Teens

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. LaShonda is an African American high school student who lives with her single mother. She is tech savvy, watches BET, and buys brands that are popular with her culture. To which segment of the African American market identified by Yankelovich would LaShonda belong?

 

  1. Boomer Blacks
  2. Connected Black Teens
  3. Black Onliners
  4. Stretched Black Straddlers
  5. Healthy Teens

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Which African American market segment identified by Yankelovich is older, upper middle class, heavily online, prefers Black advertising, and strongly supports “Buying Black.”

 

  1. Broadcast Blacks
  2. Black is Better
  3. Boomer Blacks
  4. Digital Networkers
  5. Faith Fulfills

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Robert is a successful 51 year old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would Robert belong?

 

  1. Broadcast Blacks
  2. Black is Better
  3. Boomer Blacks
  4. Digital Networkers
  5. Faith Fulfills

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good health, and he has not been able to buy health insurance with his limited income. In terms of Yankelovich’s segments of African Americans, which one best describes Jimmy?

 

  1. Sick and Stressed
  2. Family Struggles
  3. Stretched Black Stragglers
  4. Faith Fulfills
  5. Digital Networkers

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Shondra is an African American who can’t afford to go out after work, so she spends a lot of her free time watching television and visiting her friends. She doesn’t use brands to indicate to others her style and identity and tends to be more price sensitive than others. In terms of Yankelovich’s segments of African Americans, which one best describes Shondra?

 

  1. Sick and Stressed
  2. Family Struggles
  3. Stretched Black Stragglers
  4. Faith Fulfills
  5. Digital Networkers

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. African Americans consume more information and content than does the general population on which of the following platforms?

 

  1. social media
  2. television
  3. magazines
  4. All of these choices are correct.
  5. social media and television only

 

Answer: D

 

Explanation:

More African Americans read magazines (52%) than does the general population (22%). African Americans watch more TV (200 hours per month) than the general population (140 hours per month), and spend more time on social media (over 6 hours per week) than the general population (over 5 hours per week).

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Media Usage

 

  1. Which of the following statements is true regarding African American Internet usage?

 

  1. African Americans utilize mobile devices to access social media more than whites.
  2. African Americans are more likely to access the Web for news and information, such as general news, sports, health, and finances than the general population.
  3. African Americans prefer a Black perspective on news and information.
  4. Roughly 87 percent of African American adults are online.
  5. All of these choices are correct.

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. __________ involves creating or sponsoring an event that has a particular appeal to a market segment.

 

  1. Place-based marketing
  2. Event marketing
  3. Target marketing
  4. Specific marketing
  5. Zoned marketing

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Marketing to African Americans

 

  1. McDonald’s sponsors the “Inspiration Celebration Gospel Tour,” as part of the corporation’s 365 Black Initiative. The gospel tour has raised over $500,000 since 2012 for charity. This marketer is using __________ to reach this market.

 

  1. place-based marketing
  2. event marketing
  3. targeted marketing
  4. street marketing
  5. zoned marketing

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Marketing to African Americans

 

  1. What is the major difference between White and Black shoppers’ store selection criteria?

 

  1. respect
  2. location
  3. price
  4. merchandise selection
  5. sponsorships

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Marketing to African Americans

 

 

  1. According to the Bureau of the Census, a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race is defined as a(n)

 

  1. African American.
  2. Asian American.
  3. Hispanic.
  4. Native American.
  5. subculture.

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Hispanics

 

  1. Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Bureau of the Census, Juan would be classified as a(n)

 

  1. African American.
  2. Asian American.
  3. Hispanic.
  4. Native American.
  5. subculture.

 

Answer: C

 

Explanation:

Persons coming from Cuba are classified as Hispanics.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Hispanics

 

  1. Mexican Americans tend to live in which region of the United States?

 

  1. New York and New Jersey
  2. Southwest and California
  3. California, New York, and Florida
  4. Midwest
  5. South

 

Answer: B

 

Explanation:

Mexican Americans tend to live in the Southwest and California.

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Hispanics

 

  1. Which subculture of Hispanics tends to have incomes well above the others?

 

  1. Puerto Ricans
  2. Mexican Americans
  3. Latinos from Central America
  4. Cubans
  5. Puerto Ricans and Cubans

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Hispanics

 

  1. While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the following is one of those variables?

 

  1. common language
  2. common religion
  3. emergence of national Spanish-language media
  4. emergence of national entertainment figures
  5. All of these choices are correct.

 

Answer: E

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Hispanics

 

 

  1. The degree to which an immigrant has adapted to his or her new culture is known as

 

  1. dispersion.
  2. traditionalization.
  3. acculturation.
  4. modernization.
  5. secularization.

 

Answer: C

 

Explanation:

Acculturation is highly related to language use.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Which generation of Hispanic adults was born outside the United States, has the lowest income and education, is most likely to identify themselves as Hispanic, is most likely to have Spanish as their primary language, and is most likely to possess traditional values including a masculine view of the family decision hierarchy?

 

  1. First-generation adults
  2. Second-generation adults
  3. Third-generation adults
  4. Primary-generation adults
  5. Secondary-generation adults

 

Answer: A

 

Explanation:

First generation Hispanic adults display the lowest level of acculturation.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has not graduated from high school and works as a day laborer in the agricultural industry in California. He and his family still possess traditional values which include him making all the decisions for his family’s welfare. The Pew Hispanic Center would identify Jose as which generation of Hispanic adults?

 

  1. First-generation adults
  2. Second-generation adults
  3. Third-generation adults
  4. Primary-generation adults
  5. Secondary-generation adults

 

Answer: A

 

Explanation:

First generation Hispanic adults display the lowest level of acculturation.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. According to the Pew Hispanic Center, which generation of Hispanic adults was born in the United States to immigrant parents, is more likely than the previous generation to identify themselves as Americans, is equally split between bilinguals and English as their primary language, and is somewhat less likely to ascribe to traditional values?

 

  1. First-generation adults
  2. Second-generation adults
  3. Third-generation adults
  4. Primary-generation adults
  5. Secondary-generation adults

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Carlos was born in the United States to immigrant parents. He has a higher income and education than his father, is more likely to identify himself as an American, speaks Spanish and English fluently, and is less likely to ascribe to traditional values than his parents. According to the Pew Hispanic Center, to which generation of Hispanic adults does Carlos belong?

 

  1. First-generation adults
  2. Second-generation adults
  3. Third-generation adults
  4. Primary-generation adults
  5. Secondary-generation adults

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to U.S.-born parents, has the highest education and income levels, is most likely to identify themselves as Americans, is most likely to have English as the primary language, and is somewhat less likely to ascribe to traditional values?

 

  1. First-generation adults
  2. Second-generation adults
  3. Third-generation adults
  4. Primary-generation adults
  5. Secondary-generation adults

 

Answer: C

 

Explanation:

Third generation Hispanics display the highest level of acculturation.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Maria’s grandparents immigrated from Mexico, but her parents were both born in the United States. She has an MBA and earns the highest income in her family, she identifies herself as an American, speaks English as her primary language, and does not ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic Center’s generations of Hispanic adults, to which generation does Maria belong?

 

  1. First-generation adults
  2. Second-generation adults
  3. Third-generation adults
  4. Primary-generation adults
  5. Secondary-generation adults

 

Answer: C

 

Explanation:

Third generation Hispanics display the highest level of acculturation.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Which religion heavily influences the Hispanic culture?

 

  1. Protestantism
  2. Buddhism
  3. Islam
  4. Judaism
  5. Roman Catholicism

 

Answer: E

 

Explanation:

The Roman Catholic religion heavily influences the Hispanic culture.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Which of the following statement(s) is/are true about U.S. Hispanic women or Latinas?

 

  1. More and more Hispanic women are becoming the primary breadwinner in their homes.
  2. Almost three-fourths of Latinas are enrolled in college.
  3. Latinas average 6 hours per week using their smart devices to watch videos, surf the Internet, etc.
  4. All of these choices are correct.
  5. More and more Hispanic women are becoming the primary breadwinner in their homes and almost three-fourths of Latinas are enrolled in college only.

 

Answer: E

 

Explanation:

Latinas average 22 hours per week using their smart devices to watch videos, surf the Internet, etc.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Companies interested in marketing to the U.S. Latina should strive to do which of the following in reaching this market?

 

  1. Stress “Americanized” culture.
  2. Downplay Hispanic traditions.
  3. Communicate only in English.
  4. Encourage social media communications.
  5. Stress “Americanized” culture and downplay Hispanic traditions only.

 

Answer: D

 

Explanation:

Latinas are using technology to serve as brand and culture influencers, using social media more than non-Hispanic white women. Latinas also strive to keep their language and traditions alive.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

 

  1. Which of the following statements is false regarding marketing to Hispanics?

 

  1. Hispanic consumers tend to be highly brand loyal.
  2. Hispanics tend to be more receptive than the general market to store brands.
  3. Serious attempts to target Hispanics will often involve Spanish-language media.
  4. Hispanics have historically lagged behind the general population in terms of Internet usage.
  5. 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.

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Marketing to Hispanics

 

  1. Which of the following is not a way that retailers have responded to the needs of the Hispanic market?

 

  1. lowering prices on nationally-branded products
  2. increasing the number of bilingual salespeople
  3. using Spanish language signs and directions
  4. using Spanish language point-of-purchase displays
  5. having merchandise assortments that reflect the needs of the local Hispanic community

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Acculturation, Language, and Generational Influences

 

  1. Which subculture is the most diverse group, with numerous nationalities, languages, and religions?

 

  1. Hispanics
  2. African Americans
  3. Asian Americans
  4. Native Americans
  5. Asian-Indian Americans

 

Answer: C

 

Explanation:

Asian Americans are not a single subculture.

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Asian Americans

 

  1. Which of the following represents the largest national background of Asian Americans?

 

  1. Chinese
  2. Filipino
  3. Japanese
  4. Korean
  5. Vietnamese

 

Answer: A

 

Explanation:

Chinese represent 29% of Asian Americans.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Asian Americans

 

  1. Most Asian Americans come from home cultures influenced by __________, which emphasizes subordination of the son to the father, the younger to the elder, and the wife to the husband.

 

  1. traditionalism
  2. Judaism
  3. Protestant Ethics
  4. Confucianism
  5. Islam

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Asian Americans

 

 

  1. Henry was born in the United States, but his parents were born in China. He was brought up to be subordinate to his father and his elders, and, when he marries, he will expect his wife to be subordinate to him. Henry is influenced by

 

  1. traditionalism.
  2. Judaism.
  3. Protestant Ethics.
  4. Confucianism.
  5. Islam.

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Asian Americans

 

  1. Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across nationality groups. Which of the following is one of the segments identified?

 

  1. Confucianists
  2. Conformists
  3. Traditionalists
  4. Market followers
  5. All of these choices are correct.

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. In terms of the Asian American market, which segment identified by Market Segment Research is older, often retired, has strong identification with their original culture, tends to use their native language as their primary language, and is not concerned about status?

 

  1. Traditionalists
  2. Established
  3. Living for the Moment
  4. Market followers
  5. Contented

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks primarily Japanese and is not concerned about status. Which segment of the Asian American market identified by Market Segment Research best describes John?

 

  1. Traditionalists
  2. Established
  3. Living for the Moment
  4. Market followers
  5. Contented

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Frank Chen is a Chinese immigrant in his mid-50s and has a Master’s degree in Engineering from MIT. He is a conservative professional with no need or desire for native-language programming. He is willing to pay premium prices for high quality products. Which segment of the Asian American market identified by Market Segment Research best describes him?

 

  1. Traditionalists
  2. Established
  3. Living for the Moment
  4. Market followers
  5. Contented

 

Answer: B

 

Explanation:

Established are older, conservative, well educated professionals.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Which segment of Asian Americans identified by Market Segment Research is younger, has moderate identification with their native culture, tends to be bilingual, and are spontaneous, materialistic, and impulsive shoppers who are concerned with status and quality?

 

  1. Traditionalists
  2. Established
  3. Living for the Moment
  4. Market leaders
  5. Contented

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

 

  1. Li Ming is an Asian American of Chinese dissent and is young, has a moderate identification with her native culture, is bilingual, and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and quality. Which segment of the Asian American market identified by Market Segment Research best describes her?

 

  1. Traditionalists
  2. Established
  3. Living for the Moment
  4. Market leaders
  5. Contented

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. The generation of Asian Americans which was born in the United States to immigrant parents is sometimes referred to as

 

  1. Generation 2.0.
  2. the Next Generation.
  3. the Millenials.
  4. Generation American.
  5. Generation 3.0.

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on

 

  1. degree of acculturation.
  2. social class.
  3. generation.
  4. lifestyle.
  5. All of these choices are correct.

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Marketing to Asian Americans

 

  1. Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality nationwide?

 

  1. Broadcast television
  2. Direct broadcast satellite (DBS)
  3. Cable television
  4. Sports Illustrated magazine
  5. Satellite radio

 

Answer: B

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Marketing to Asian Americans

 

  1. Which of the following statements is true regarding marketing to Asian Americans?

 

  1. Asian Americans are not highly tech savvy or heavy users of the Internet.
  2. Effective communication is achieved by simply translating ad copy.
  3. Geographic concentration is aiding marketing efficiency.
  4. There are very limited options for reaching this market through television.
  5. The purchasing power of this group and its various segments is not attractive enough for marketers to pursue it seriously.

 

Answer: C

 

Explanation:

Geographic concentration is increasing, which helps marketing efficiency.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Marketing to Asian Americans

 

 

  1. The U.S. Census reports Native Americans by

 

  1. one tribe only.
  2. one tribe only or in combination with another tribe.
  3. one tribe only or in combination with another tribe plus in combination with any other race.
  4. one tribe only and one tribe only or in combination with another tribe.
  5. one tribe only, one tribe only or in combination with another tribe, and one tribe only or in combination with another tribe plus in combination with any other race.

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Native Americans

 

  1. Which of the following is the largest multiracial Native American tribe?

 

  1. Cherokee
  2. Navajo
  3. Sioux
  4. Chippewa
  5. Choctaw

 

Answer: A

 

Explanation:

Cherokee is the largest multiracial Native American tribe.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Native Americans

 

  1. Kamama is a Native American from the largest tribe in the United States. Which tribe does she come from?

 

  1. Cherokee
  2. Navajo
  3. Sioux
  4. Chippewa
  5. Choctaw

 

Answer: A

 

Explanation:

Cherokee is the largest Native American tribe.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Native Americans

 

  1. While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural traits. Which of the following is not one of these shared traits?

 

  1. They place a great value on education, particularly their children’s education.
  2. They are concerned with financial security and save at a rate much higher than the average American.
  3. Husbands and wives tend to share an equal role in family decisions.
  4. They do not have a “throw-away” mentality; they shop for value and look for quality and durability.
  5. All of these above are shared traits.

 

Answer: C

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Asian-Indian Americans

 

  1. Which of the following is not a country from which Arab Americans come?

 

  1. Morocco
  2. Algeria
  3. Egypt
  4. Saudi Arabia
  5. Israel

 

Answer: E

 

Explanation:

Arab Americans do not come from Israel.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Arab Americans

 

 

  1. What percentage of Arab Americans are U.S. citizens?

 

  1. less than 20 percent
  2. 25 percent
  3. 40 percent
  4. 75 percent
  5. more than 80 percent

 

Answer: E

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Arab Americans

 

  1. Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong?

 

  1. Hispanic
  2. Asian American
  3. Asian-Indian American
  4. Arab American
  5. Native American

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Arab Americans

 

  1. America is basically a __________. That is, 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.

 

  1. godless society
  2. secular society
  3. religious society
  4. non-Christian society
  5. regional society

 

Answer: B

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Religious Subcultures

 

  1. The different religions in America prescribing differing values and behaviors are known as religious

 

  1. subcultures.
  2. sects.
  3. segments.
  4. societies.
  5. pacts.

 

Answer: A

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Religious Subcultures

 

  1. Much of the American value system and the resultant political and social institutions are derived from the __________ beliefs of the early settlers.

 

  1. Judaic
  2. Islamic
  3. Confucian
  4. Christian
  5. Buddhist

 

Answer: D

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Christian Subcultures

 

 

  1. Which of the following groups is 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?

 

  1. Buddhists
  2. Confucianists
  3. Born-again Christians
  4. Islamists
  5. Jewish

 

Answer: C

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Christian Subcultures

 

  1. Which type of subculture arises 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?

 

  1. ethnic
  2. regional
  3. religious
  4. generational
  5. transient

 

Answer: B

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-07 Explain the role of geographic regions as subcultures.
Topic: Regional Subcultures

 

True or False Questions

 

  1. A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior.

 

Answer: TRUE

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

  1. Ethnic groups are the most commonly described subcultures.

 

Answer: TRUE

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

  1. The U.S. Census has projected for the African American population to reach 20 percent of the overall population in the United States. by 2040.

 

Answer: FALSE

 

Explanation:

The U.S. Census has projected for the African American population to reach 12.7% of the overall population in the United States. by 2040.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

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

 

Answer: TRUE

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

 

  1. Asian Americans are predicted to be the fastest growing ethnic subculture in the United States between 2020 and 2040.

 

Answer: FALSE

 

Explanation:

Hispanics are predicted to be the fastest growing ethnic subculture in the United States between 2020 and 2040.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: Ethnic Subcultures

 

  1. Marketing to African Americans should be based on the same principles as marketing to any other group.

 

Answer: TRUE

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: African Americans

 

  1. The Bureau of the Census defines Hispanic as a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.

 

Answer: TRUE

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Hispanics

 

  1. Hispanics mostly speak English and prefer English-language media.

 

Answer: FALSE

 

Explanation:

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

 

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Marketing to Hispanics

 

  1. Asian Americans are the highest educated and highest income group with substantial purchasing power.

 

Answer: TRUE

 

Explanation:

Asian American purchasing power is estimated to be $825 billion and is expected to grow by 32 percent through 2020, which is higher than the growth for whites.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Asian Americans

 

  1. Geographic concentration of the Asian American market enhances marketing efficiency.

 

Answer: TRUE

 

Explanation:

Forty-five percent of both the Asian-American population and their spending power reside in the West, with over 30 percent of Asian Americans in California.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. The Choctaw are the largest multiracial Native American tribe.

 

Answer: FALSE

 

Explanation:

The Cherokee are the largest multiracial Native American tribe.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Native Americans

 

 

  1. India is a homogeneous country.

 

Answer: FALSE

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Asian-Indian Americans

 

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

 

Answer: TRUE

 

Explanation:

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

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 05-05 Analyze the Native American, Asian-Indian, and Arab American subcultures and the unique marketing aspects they entail.
Topic: Arab Americans

 

  1. America is basically a secular society.

 

Answer: TRUE

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Religious Subcultures

 

  1. Muslims in America are culturally diverse, including Arab Americans, African Americans, Asian Americans, and Hispanics.

 

Answer: TRUE

 

Explanation:

Muslims in America are not necessarily Arabs.

 

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Non-Christian Subcultures

 

Essay Questions

 

  1. A German electronics manufacturer is expanding into the United States. This company has commissioned your company, a marketing research firm, to explain the various subcultures in this country. Explain the concept of subcultures, and briefly describe the three main subcultures discussed in this chapter.

 

Explanation:

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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: manual
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors.
Topic: The Nature of Subcultures

 

 

  1. Name and describe 4 of the 11 African American market segments identified by Yankelovich.

 

Explanation:

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, over 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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: manual
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Target, the national retailer, is opening several new stores in predominantly Hispanic communities. Explain how Target should modify its business to adequately serve the needs of this market.

 

Explanation:

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, since 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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: manual
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails.
Topic: Marketing to Hispanics

 

  1. Discuss the emerging trends regarding the Asian American market that are worth watching.

 

Explanation:

First is geographic concentration, which has historically been high and appears to be increasing. Roughly 45 percent of both the Asian-American population and their spending power reside in the West, with over 30 percent of Asian Americans in California. 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 which is common to all subcultures, and that is the youth trend. Almost half of Asian Americans are under the age of 35, with 21 percent under 18, 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.

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: manual
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails.
Topic: Consumer Segments and Characteristics

 

  1. Much of the American value system and the resultant political and social institutions are derived from the Christian beliefs of the early settlers. Discuss the forms Christianity takes in this country.

 

Explanation:

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 47 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.

 

 

 

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: manual
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing.
Topic: Christian Subcultures

 

 

Chapter 05 Test Bank Summary

Category # of Questions
AACSB: Analytical Thinking 100
Accessibility: Keyboard Navigation 100
Blooms: Remember 61
Blooms: Understand 39
Difficulty: Easy 13
Difficulty: Hard 13
Difficulty: Moderate 74
Gradable: automatic 95
Gradable: manual 5
Learning Objective: 05-01 Understand subcultures and their influence on

unique market behaviors.

 25
Learning Objective: 05-02 Analyze the African American subculture and the unique

marketing aspects it entails.

 20
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing

aspects it entails.

 20
Learning Objective: 05-04 Analyze the Asian American subculture and the unique

marketing aspects it entails.

 17
Learning Objective: 05-05 Analyze the Native American, Asian-Indian,

and Arab American subcultures and the unique marketing aspects they entail.

 10
Learning Objective: 05-06 Describe the various religious subcultures and their

implications for marketing.

 7
Learning Objective: 05-07 Explain the role of geographic regions as subcultures. 1
Topic: Acculturation, Language, and Generational Influences 11
Topic: African Americans 1
Topic: Arab Americans 4
Topic: Asian Americans 5
Topic: Asian-Indian Americans 2
Topic: Christian Subcultures 3
Topic: Consumer Segments and Characteristics 24
Topic: Ethnic Subcultures 15
Topic: Hispanics 6
Topic: Marketing to African Americans 3
Topic: Marketing to Asian Americans 3
Topic: Marketing to Hispanics 3
Topic: Media Usage 1
Topic: Native Americans 4
Topic: Non-Christian Subcultures 1
Topic: Regional Subcultures 1
Topic: Religious Subcultures 3
Topic: The Changing American Society: Subcultures 1
Topic: The Nature of Subcultures 9

 

 

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