Question 1

What is the most striking characteristic of Asian Americans?

Accepted Answer

A)   high level of educational attainment
B)   common language
C)   homogeneity
D)   high concentrations in rural areas
E)   low median household incomesF) A) and B)
G) C) and D)

Question 2

When marketers single-out a particular subculture that they wish to target, they must often modify the product to better meet the needs of the targeted consumers and also change the marketing message to suit the subculture's values and tastes.

Accepted Answer

A) True 
 B)False

Question 3

When segmenting women who work outside the home, the ________ is older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts.

Accepted Answer

A)   Plan-to-Work Housewife
B)   Independent Woman
C)   Just-a-Job Working Woman
D)   Mom Achiever
E)   Alpha GoddessF) A) and C)
G) C) and D)

Question 4

Generally, the consumption habits of African American consumers are a function of their ________ rather than their ________.

Accepted Answer

A)   ethnicity; brand loyalty
B)   social standing; ethnicity
C)   ethnicity; convenience
D)   convenience; ethnicity
E)   ethnicity; social standingF) C) and E)
G) A) and B) B

Question 5

The comfort-seeking segment of Millenials that does not buy green products and cares mostly about their businesses and their families is known as ________.

Accepted Answer

A)   Hip-ennials
B)   Millennial Moms
C)   Anti-Millenials
D)   Gadget Gurus
E)   Old-School MillenialsF) A) and E)
G) B) and D)

Question 6

Yuppies are members of the ________ subculture.

Accepted Answer

A)   Generation X
B)   Baby Boomer
C)   Senior
D)   Generation Y
E)   TweenF) B) and D)
G) B) and C) B

Question 7

Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on ________.

Accepted Answer

A)   nationality
B)   religion
C)   age
D)   gender
E)   geographic locationF) A) and B)
G) A) and C)

Question 8

The age subculture that is most likely to use cell phones and text messaging is the ________ subculture.

Accepted Answer

A)   Baby Boomers
B)   Generations X
C)   Busters
D)   Generation Y
E)   SeniorsF) C) and D)
G) B) and D)

Question 9

Within cognitive age, ________ is how old one feels.

Accepted Answer

A)   feel age
B)   look age
C)   do age
D)   interest age
E)   chronological ageF) None of the above
G) C) and D)

Question 10

Also known as "echo boomers" and "millenials," members of the ________ subculture were born between the years 1980 and 1996.

Accepted Answer

A)   Generation Y
B)   Twixter
C)   Generation X
D)   Baby Boomer
E)   SeniorsF) A) and C)
G) C) and E)

Question 11

The largest age subculture is the ________ subculture.

Accepted Answer

A)   Generation X
B)   Twixters
C)   Generation Y
D)   Baby Boomer
E)   SeniorF) B) and C)
G) B) and E)

Question 12

For products of very broad appeal, such as aspirin or toothpaste, African Americans can probably be most effectively reached through mass media.

Accepted Answer

A) True 
 B)False

Question 13

The majority of Hispanic Americans speak only Spanish.

Accepted Answer

A) True 
 B)False

Question 14

Kosher seals on food items are placed to cater to a(n) ________ subculture.

Accepted Answer

A)   ethnic
B)   racial
C)   religious
D)   nationality
E)   geographic locationF) C) and D)
G) A) and E)

Question 15

Which major metropolitan area of the United States has the highest purchase/usage of mouthwash?

Accepted Answer

A)   New York
B)   Atlanta
C)   Boston
D)   Chicago
E)   Los AngelesF) B) and E)
G) C) and D)

Question 16

In relation to consumer behavior, less acculturated Hispanic consumers ________.

Accepted Answer

A)   prefer new, undiscovered brands
B)   traditionally shop at bodegas
C)   are price- rather than fashion-conscious when it comes to clothing
D)   prefer frozen to fresh or prepared food items
E)   tend to be impulse buyersF) C) and D)
G) B) and E) B

Question 17

Hispanic Americans are the most diverse ethnic group in the United States today.

Accepted Answer

A) True 
 B)False

Question 18

America is aging. What three factors are driving the growth of the elderly population in the United States?

Accepted Answer

-The declining birthrate
-The ...

Question 19

On a percentage basis, which of the following is the fastest-growing American minority?

Accepted Answer

A)   African Americans
B)   Hispanic Americans
C)   Latin Americans
D)   Asian Americans
E)   Eastern European AmericansF) A) and E)
G) A) and D)

Question 20

Which of the following is true of African Americans in relation to marketing and media?

Accepted Answer

A)   African American adults tend to place a great deal of trust in African American-centric media.
B)   Major advertisers targeting the African American market find specialized agencies to provide no benefit over general advertising agencies.
C)   Personal grooming and food products targeted to African Americans are best advertised through mass media.
D)   African Americans typically spend less time watching television than Caucasians.
E)   Few African Americans believe that most advertising is targeted to white people.F) D) and E)
G) A) and B)

Exam 12: Subcultures and Consumer Behavior

What is the most striking characteristic of Asian Americans?

Correct AnswerverifiedShow Answer

When marketers single-out a particular subculture that they wish to target, they must often modify the product to better meet the needs of the targeted consumers and also change the marketing message to suit the subculture's values and tastes.

Correct AnswerverifiedShow Answer

When segmenting women who work outside the home, the ________ is older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts.

Correct AnswerverifiedShow Answer

Generally, the consumption habits of African American consumers are a function of their ________ rather than their ________.

Correct AnswerverifiedB

The comfort-seeking segment of Millenials that does not buy green products and cares mostly about their businesses and their families is known as ________.

Correct AnswerverifiedShow Answer

Yuppies are members of the ________ subculture.

Correct AnswerverifiedB

Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on ________.

Correct AnswerverifiedShow Answer

The age subculture that is most likely to use cell phones and text messaging is the ________ subculture.

Correct AnswerverifiedShow Answer

Within cognitive age, ________ is how old one feels.

Correct AnswerverifiedShow Answer

Also known as "echo boomers" and "millenials," members of the ________ subculture were born between the years 1980 and 1996.

Correct AnswerverifiedShow Answer

The largest age subculture is the ________ subculture.

Correct AnswerverifiedShow Answer

For products of very broad appeal, such as aspirin or toothpaste, African Americans can probably be most effectively reached through mass media.

Correct AnswerverifiedShow Answer

The majority of Hispanic Americans speak only Spanish.

Correct AnswerverifiedShow Answer

Kosher seals on food items are placed to cater to a(n) ________ subculture.

Correct AnswerverifiedShow Answer

Which major metropolitan area of the United States has the highest purchase/usage of mouthwash?

Correct AnswerverifiedShow Answer

In relation to consumer behavior, less acculturated Hispanic consumers ________.

Correct AnswerverifiedB

Hispanic Americans are the most diverse ethnic group in the United States today.

Correct AnswerverifiedShow Answer

America is aging. What three factors are driving the growth of the elderly population in the United States?

Correct Answerverified-The declining birthrate-The ...View AnswerShow Answer

On a percentage basis, which of the following is the fastest-growing American minority?

Correct AnswerverifiedShow Answer

Which of the following is true of African Americans in relation to marketing and media?

Correct AnswerverifiedShow Answer

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Generally, the consumption habits of African American consumers are a function of their rather than their .

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B

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B

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B

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-The declining birthrate
-The ...
View Answer

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