____ are widely held beliefs that affirm what is desirable.

Cultural values
_____ are based on performance criteria over which the individual has some degree of control. Achievement roles
_____ are rules that specify or prohibit certain behaviors in specific situations. Norms
_____ are the arbitrary meanings a culture assigns actions, events, and things other than words. Nonverbal communication
systems
_____ are the knowledge, attitudes, and values that cause people to attach differential evaluations to products, brands, and retail
outlets. Consumption-related preferences
_____ are widely held beliefs that affirm what is desirable. Cultural values

_____ deals with the mature market and is based on the theory that people change their outlook on life when they experience
major life events such as becoming a grandparent, retiring, losing a spouse, or developing chronic health conditions.
Gerontographics
_____ describes a population in terms of its size, structure, and distribution. Demographics
_____ have experienced health problems that limit their physical activities, but their positive outlook means they remain active
within physical constraints. Ailing Outgoers
_____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself
and its products. Marketing communications
_____ involves creating or sponsoring an event that has a particular appeal to a market segment. Event marketing
_____ is based on the cost of a standard market basket of products bought in each country. Purchasing power parity (PPP)
_____ is consumers' efforts to reduce their reliance on consumption and material possessions.Voluntary simplicity
_____ is defined as the exponential expansion of word-of-mouth. Buzz
_____ is done to enhance the welfare of individuals or society without direct benefit to a firm. Social marketing
_____ is everything the consumer must surrender in order to receive the benefits of owning/using the product. Consumer cost
_____ is the amount of money one must pay to obtain the right to use the product. Price
_____ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted
individuals or society as a whole. Social marketing
_____ is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits
acquired by humans as members of society. Culture
_____ is the process by which decisions that directly or indirectly involve two or more family members are made. Family
decision making
_____ is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its
future attitudes, values, and behaviors. Cohort analysis
_____ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Consumer behavior
_____ occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others. Modeling
_____ occurs when a parent alters a child's initial interpretation of, or response to, a marketing or other stimulus. Mediation
_____ occurs when individuals or groups make consumption decisions that have negative consequence for their long-run wellbeing. Injurious consumption

_____ refers to the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in
society. Power distance
_____ refers to the physical location of individuals in terms of geographic region and rural, suburban, and urban location.
Distribution
_____ refers to the traits of femininity and masculinity. Gender identity
_____ represent about 10 percent of the adult online community, but their influence is extensive as they communicate news,
information, and experiences to a vast array of people both online and offline. E-fluentials
_____ represents generally accepted ways of behaving in social situations. Etiquette
_____ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one
feels about them. Lifestyle
_____ subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or
national background. Ethnic
_____ tend to feel they don't have control over the outcome of events. Fatalists
_____ values prescribe a society's relationship to its economic and technological as well as its physical environment.
Environment-oriented
_____ values reflect a society's view of the appropriate relationships between individuals and groups within that society. Otheroriented
_____ values reflect the objectives and approaches to life that the individual members of society find desirable. Self-oriented
A _____ has at least two members related by birth, marriage, or adoption, one of whom is the householder (i.e., the one who
owns or rents the residence). family household
A _____ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and
using the brand. brand fest
A brand community is a geographically bound community, based on a structured set of social relationships among owners of a
brand and the psychological relationship they have with the brand itself, the product in use, and the firm. FALSE
A consumer's needs and desires are shaped by his or her self-concept and lifestyle. True
A culture that tends to view time as being less discrete and less subject to scheduling, views simultaneous involvement in many
activities as natural, allows activities to occur at their own pace rather than according to a predetermined timetable is adhering to
a _____ time perspective. polychronic
A culture's overall orientation toward time is known as its _____. time perspective
A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or
consumption activity is known as a _____. consumption subculture
A family purchase decision differs from an organizational decision in _____. the level of emotion involved
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and
lifestyles is known as a _____. social class system
A household's purchasing power is a function of which of the following? income and accumulated wealth
A major basis for concern about marketing to children is their inability to fully process and understand commercial messages.
Much of the theory and research in this area is based on _____. Piaget's stages of cognitive development
A major difference between the full nest II and the delayed full nest I stages of the household life cycle is the age of the children.
TRUE

A non-geographically bound community, based on a structured set of social relationships among owners of a brand and the
psychological relationship they have with the brand itself, the product in use, and the firm, is known as a _____. brand
community
A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____. market segment
A product's position refers to _____. an image of the product in the consumer's mind relative to competing products
A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her
current behavior. TRUE
A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____.
subculture
A shift away from a competition-oriented society would most likely affect _____. the use of comparative advertising
A shift back to an emphasis on postponed gratification in America would most likely _____.decrease the use of credit
A shift from a focus on sensual gratification to abstinence in America would most likely affect _____. the types of advertising
themes used
A shopper who cares about brand-name merchandise and convenience is known as a ________ shopper. serious
A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. TRUE
A target market is that segment(s) of the larger market on which a company will focus its marketing effort. True
A trapped housewife is generally married and stays at home, but she prefers to work and does not enjoy household chores. TRUE
A woman who is married where both she and her husband work and share homemaking and child care responsibilities is
classified as _____ with respect to gender orientation. modern
A woman who is married with the husband assuming the responsibility for providing for the family and the wife running the
house and taking care of the children would be classified as _____. traditional
A(n) _____ is a group of persons who have experienced a common social, political, historical, and economic environment. age
cohort
A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need. product
A(n) _____ is based on an attribute over which the individual has little or no control. ascribed role
According to Roper Starch (a market research company), the 10 percent of the population that have broad social networks that
allow them to influence the attitudes and behaviors of the other 90 percent of the population are called _____. influentials
According to the "Consumer Insight" in your text, buying auto insurance represents which form of consumption meaning?
Avoidance
According to the "consumer insight" in your text, social class is the true "root" or underlying cause of the observed pattern that
lower SES consumers have poor quality diets. FALSE
According to the authors, American culture increasingly values _____. diversity
According to the Census Bureau, a _____ household is a householder living alone or exclusively with others to whom he or she is
not related. nonfamily
According to the Census Bureau, 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) _____. Hispanic
According to the Census Bureau, all the people who occupy a housing unit is defined as a _____. household
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? second-generation adults

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? third-generation adults
Adapting products and services to local considerations is known as localizing. FALSE
Adjusted gross income (AGI) is an estimate by the consumer of how much money he or she has available to spend on
nonessentials. FALSE
Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.
TRUE
Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant
to the consumer? continuous innovation
Advertising can stimulate and simulate word-of-mouth but not opinion leadership. FALSE
Age, gender, education, occupation, and income are examples of _____ variables. demographic
Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong? Arab American
Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were
wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in
school that she wants to be associated with represent a(n) _____. aspiration reference group
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. secular society
America is basically a secular society. TRUE
America is basically a secular society. TRUE
Americans continue to value an active approach to life. TRUE
Americans have always valued diversity. FALSE
Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as
long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these
free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice
clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?
normative
Amie was born in 1991. Her mother is a college professor, and her father is an attorney. She's not sure what she wants to do when
she grows up, but she knows she will go to college and embark on a career of her own. She was amazed when her grandmother
told her that women really couldn't do that when she was young. If a woman did work, choices were usually limited to becoming
a teacher, a secretary, or a nurse. Her grandmother told her that she was a secretary, but after she started having children, she left
the workforce and stayed home to raise her children, which was common for most women at that time. That concept was totally
foreign to Amie. To which generation does she belong? Generation Y
Amy purchased a new 32-inch LCD high-definition television and paid $400 for it. This amount of money Amy had to pay to
obtain this product is known as the _____. price
An e-community is a community that interacts over time around a topic of interest on the Internet. FALSE
An estimate by the consumer of how much money he or she has available to spend on nonessentials is known as _____.
subjective discretionary income (SDI)
An image of the product or brand in the consumer's mind relative to competing products and brands is referred to as the product's
_____. position
Angie is a teenager, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her
parents will not allow it, and she obeys their wishes. Her family represents a(n) _____ group. primary
Approximately what percentage of the U.S. population has a high school degree? 87 percent

Approximately what percentage of the U.S. population has completed college? 30 percent
As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate
conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively
weak, and his interaction is infrequent. Which type of group is this? secondary group
As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern over the potential for
marketers to mislead consumers. Green Guides
As part of developing your company's marketing strategy, you are tasked with analyzing the new-product capabilities, channel
strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which
aspect of your company's capabilities are you assessing? marketing skills
Ashley and her husband just had their first child. Ashley was married previously, and her two young children from that marriage
also live with Ashley and her current husband. Which type of family is this? stepfamily
Asian Americans are predicted to be the fastest-growing ethnic subculture in the United States between 2010 and 2030. FALSE
Asian Americans are the highest educated and highest income group with substantial purchasing power. TRUE
Asian societies (i.e., Japan) value collective activity. That is, consumers look toward others for guidance in purchase decisions
and do not respond favorably to promotional appeals focusing on individualism. Which category of cultural values does this
represent? other-oriented
Auxiliary or peripheral activities that are performed to enhance the primary product or primary service are referred to as _____.
service
Baby boomers are characterized by high education levels, high incomes, and dual-career households. TRUE
Barbara is 72 years old and has been a widow for almost three years. She would be labeled _____. single by circumstance
Barry and Laurie have been married for almost 20 years, and this is the first marriage for both of them. They have two children
living at home. Which type of family is this? traditional family
Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his
life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's
_____. need set
Because women are quite diverse as a group, what other factors must marketers also consider when designing marketing
communications? of the above
Before a marketer can successfully launch a brand in a foreign country, several nonverbal communication factors need to be
understood. One of these factors is time, and international marketers must understand a culture's overall orientation toward time.
This is known as a culture's _____. time perspective
Bicultural Hispanic teens tend to ____. acculturate by adding another culture, not by replacing their first culture
Birth or adoption by singles is increasingly common. TRUE
Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of
consumption does this represent? injurious consumption
Bob is in the sixth grade. His family does not own a computer, and he really needs one to do his homework. He also wants one so
he can play some of the games he hears his friends talking about. His parents realize that he needs a computer, but they really
have no need for one and probably will never use it. Because they don't know much about computers, they are letting Bob do all
the research and asked him to find the options that will meet his needs. However, his parents are the ones who will make the final
decision on how much to spend and which computer to purchase. In terms of the family purchase roles, which role do Bob's
parents play? decision maker
Bob is somewhat of a loner in high school. He really despises the school "jocks" who seem to be involved in every sport. He
doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school
athletes is a(n) _____. dissociative reference group

Bob is teaching his son, Jack, how to handle money, count change, how to save for a desired purchase, and how to choose an
appropriate product. Bob is teaching his son _____. consumer skills
Bobbie is 47 years old, has never been married, and does not have any children of her own. She lives alone and doesn't like to
cook because most recipes feed more than one person. She can only eat so many leftovers, and she usually forgets about it if she
freezes to eat at a later date. So she purchases frozen dinners and canned food that come in single servings. To which stage of the
household life cycle does Bobbie belong? middle-aged single (or single II)
Brand communities are relevant for basically any type of products. FALSE
Brand communities can deliver value-creating activities by _____. all of the above
Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the Hispanic teen market.
Which of the following would have the greatest impact on this market by helping Hispanic bicultural teens differentiate from the
U.S. mainstream? Stress an urban and Spanglish twist on their brands.
Budweiser is a popular brand of beer. Part of this company's market research of U.S. consumers looked at education levels of
beer consumers. What education level is the likely consumer of beer (that with highest propensity to buy and consumer beer) to
have attained? did not graduate high school
Buzz is a self-employed construction worker. He is proud of his ability to do "real work" and sees himself as the oftenunappreciated backbone of America. He dislikes the upper-middle class and prefers products and stores positioned toward his
social-class level. Which term best describes Buzz? working-class aristocrat
Buzz is generally supported by large advertising budgets. FALSE
By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups? 47 percent
Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl
belongs upper-middle.
Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a
marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best
described as belonging to which group of consumers? Attribution-oriented
Carla and John are both children, but they use their family's electronic equipment such as TVs, DVD players, and stereo
equipment. They did not play much of a role in the purchase decision on which brands to buy, but their parents did consider their
needs when deciding on which products and brands to purchase. In terms of family purchase roles, what role do these children
play? C and D
Carlos is attempting to segment the market for his company's products. Where should he begin?identify product-related need
sets
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? second-generation
adults
Catherine is married and a mother of two children. She has decided to forego her own career to stay home with her children until
they are grown and on their own. Both she and her husband have decided that it is best for their family for him to assume the
responsibility for providing financial security for them while she takes care of the home and family. Catherine would be classified
as which type of woman? traditional
Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving
sales or corporate image while providing benefits to the cause. TRUE
Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the
reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV
stopped working. In terms of adopter categories, Charles would be classified as a(n) _____. laggard
Charmaine is a member of a Junior Miss organization that teaches young women how to behave in various social situations. She
is learning manners, how to carry herself, and appropriate attire for specific situations. Charmaine is learning _____. etiquette

Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler offered test drives
before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this
market. event marketing
Claire is 6 years old and begged her mother for a Barbie doll that she saw ice skating in a television commercial. Her mother
explained to her that the doll won't be able to ice skate and that she will have to make the doll move. She was trying to explain to
Claire that the toys she sees in advertisements are probably going to look more fun than they actually are. Claire's mother is
exhibiting _____. mediation
Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about
this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an
example of? word-of-mouth
Collectivism is a defining characteristic of American culture. FALSE
Compared to 1970, the percentage of households headed by a married couple has decreased. TRUE
Compared to the general population, gay consumers tend to be less tech savvy. FALSE
Compared to the white population, Asian Americans tend to _____. B and C
Consumer behavior is a complex, multidimensional process. True
Consumers 55 years of age and over constitute the _____ market. mature
Consumers' efforts to reduce their reliance on consumption and material possessions have been termed dematerialization. FALSE
Consumers higher in individualism are more likely to _____ when faced with poor service performance. A, B, and C
Consumers higher in individualism are more likely to complain, switch, or engage in negative word-of-mouth. TRUE
Consumers in which stage of the household life cycle are over 64 years of age; are either fully or partially retired; are healthy,
active, and often financially well-off; and are a big market for RVs, cruises, and second homes? empty nest II
Consumers labeled as "Eco-Chic" are highly committed to and concerned about the environment. FALSE
Consumers may doubt Toms Shoes CRM because it is tied to a charitable organization with strings attached. FALSE
Consumers who are single due to the death of a spouse are labeled _____. single by circumstance
Consumers who are single due to the death of a spouse are labeled as single by circumstance. TRUE
Cultures are static and rarely change. FALSE
Current estimates vary, but common benchmarks put the size of the gay market at 10 to 15 percent of the adult U.S. population.
FALSE
Dale has to write a research report about Poland in his International Marketing class. One aspect he must learn about the country
is its size, structure, and distribution. What does this represent? demographics
Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of
the following should he consider at this step of marketing strategy development? all of the above
Demographics describe a population in terms of its size, distribution, and structure. TRUE
Digital savvy consumers are leading-edge digital users who are early adopters and diffusers of information related to technology
in terms of ____. all of the above
Disney World in Orlando, FL, has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a
memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it
is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and
they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling?
an experience

Earl did not complete high school and works as a janitor at two jobs. His income is very low, and he does not possess any skills to
help him get a better paying job. Which social class best describes Earl? upper-lower class
Economically developed societies are often referred to as marketing societies. False
Education is probably the most widely applied single cue we use to initially evaluate and define individuals we meet. FALSE
Education provides a complete explanation for consumption patterns. FALSE
Elsie and her two sisters are all in their mid- to late- 60s. They are part of the _____ market. mature
Enduring involvement leads to enhanced knowledge about and experience with the product category or activity. TRUE
Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green
products are ___________. of the above
Eric and Elizabeth live together in the same apartment but are not married. According to the Census Bureau, which type of
household do they represent? nonfamily household
Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a
successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on
consumption and material possessions. This behavior has been termed _____. voluntary simplicity
Erin is 12 years old. Which label is appropriate for Erin? Generation Z
Ethnic groups are the most commonly described subcultures. TRUE
Families considering the purchase of products such as a house, furniture, or a vacation, typically use which type of family
decision making? joint
Families pass through an orderly progression of stages, each with its own characteristics, financial situation, and purchasing
patterns. TRUE
For which product category would a reference group's influence be strongest? running shoes
Forty-eight percent of females classified as "single I" _____. live with others
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? Established
Gay consumers, like heterosexuals, vary in terms of _____. all of the above
Gender roles refer to the traits of femininity and masculinity. FALSE
Generalized market influencers are referred to as opinion leaders. FALSE
Generation X is facing the major challenge of being the caretaker of their parents. FALSE
Generation Y is sometimes referred to as the _____. echo boom
Generation Z are more "risk takers" than Generation X or Generation Y. FALSE
Geographic concentration of the Asian American market enhances marketing efficiency. TRUE
Gerontographics is one segmentation approach to the mature market that incorporates aging processes and life events to the
physical health and mental outlook of older consumers. TRUE
Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to these beliefs. Which
segment of environmental activism best describes Gertrude? Eco-Centrists
Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's _____ age. cognitive age
Global citizens are highly concentrated in the United States and the United Kingdom. FALSE

Green marketing, like food supplement marketing, is unregulated, and marketers can make unsubstantiated claims without
penalty. FALSE
Group influence is strongest when the use of the product or brand is visible to the group. TRUE
Groups with negative desirability are referred to as _____. dissociative reference groups
Hank and Carol have been married for more than 20 years, and in that time they have purchased six automobiles. Hank is the one
who usually does all the research and decides what they can afford, while Carol just gets involved when it's time to decide among
a few alternatives, and she really only cares about the comfort and styling. Which of the following category of family decision
making does this illustrate? husband-dominant
Harley-Davidson motorcycle owners who join a Harley group, Jeep owners who attend events sponsored by Jeep, and Star Trek
"Trekkies" are all examples of _____. consumption subcultures
Harold is tasked with developing the marketing strategy for his family's business. What should he do first? conduct a market
analysis
Harold was born in 1923. He entered young adulthood during World War II and served in the Navy during that war. He has
witnessed radical social, economic, and technological change in his lifetime. To which generation does he belong? preDepression generation
Harriett wants to describe the population of a new market in which her firm wishes to enter. She wants to describe the population
in terms of its size, distribution, and structure. Which of the following should she use? demographics
Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, it only
purchases grain from organic farms. It states on its packages that "organic farming helps keep our food pure and protects our land
and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for
these family farmers, and helps ensure a safer and healthier Earth for you and your children." This is an example of _____. green
marketing
Heather and Jeff live on a farm in Iowa with their three children. They are concerned about the environment because of the high
cost of heating their home in winter. Which environmental activism segment best describes Heather and her family? Proud
Traditionalists
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 _____. Confucianism
Hispanics mostly speak English and prefer English-language media. FALSE
Hispanics who identify most strongly with their Hispanic subcultures are most likely to engage in _____. husband-dominated
decisions
How can an organization provide superior customer value to customers? by doing a better job of anticipating and reacting to
customer needs than the competition does
Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally.
Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to
be aware of? nonverbal communications
Howard is 30 years old, does not create his own content, but consumes other people's content by reading blogs and watching
videos. Which category of social media participant is Howard? Spectators
Huata is a Native American from the largest tribe in the United States. Which tribe does she come from? Cherokee
Identification influence is also called _____ influence. value-expressive
Impression management is a conflict resolution approach that misrepresents the facts in order to win. TRUE
In children's information processing, the period of concrete operations is characterized by _____. the development of the ability
to apply logical thought to concrete problems

In children's information processing, the period of formal operations is characterized by _____. the development of the ability
to apply logic to all types of problems
In children's information processing, the period of preoperational thought is characterized by _____. the development of
language
In children's information processing, the period of sensorimotor intelligence is characterized by _____. an absence of conceptual
thought
In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the
_____. Asch phenomenon
In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make
purchases. One company went so far as to use a computerized model that monitored the weight of the cash drawer and signaled a
need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other
countries, such as the United States, where credit card use is more common. Which cultural value does this illustrate? postponed
gratification/immediate gratification
In Japan, the exchange of meishi is the most basic of social rituals in a nation where social ritual matters very much. The act of
exchanging meishi is weighted with meaning. Once the social minuet is completed, the two know where they stand in relation to
each other and their respective statures within the hierarchy of corporate or government bureaucracy. What is "meishi"?
exchange of business cards
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? Traditionalists
In the Hollingshead Index of Social Position, which is TRUE? Occupation is given a higher weight than education.
In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and they expect others
to do so as well. Which aspect of culture best explains this behavior? Culture is acquired, that is, it is learned.
In which country is the concept of guanxi, which involves personal relationships, an important consideration? China
In which of the following consumption situations will a reference group's influence be strongest? when the use of the product
or brand is visible to the group
In which situation is the likelihood of an individual seeking an opinion leader high? high product/purchase involvement and
low product knowledge
Income enables purchases but does not generally cause or explain them. TRUE
India is a homogeneous country. FALSE
Individualism affects which of the following? all of the above
Individuals born before 1930 belong to which generation? pre-Depression generation
Individuals born between 1977 and 1994 belong to which generation? Generation Y
Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic
membership in the group. This type of group is referred to as a(n) _____. aspiration reference group
Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are
known as _____. opinion leaders
Instrumental training occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others.
FALSE
It is critical that a firm consider value from the customer's perspective. True
It is critical that a firm consider value from which perspective? the customer's
It isn't until the addition of the second child to a family that many changes in lifestyle and consumption occur. FALSE

J&J Produce is a distributor of fresh produce. It conducted a thorough analysis of its market and identified groups of consumers
that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard,
radicchio, and exotic fruits, and they were willing to pay higher prices for these choices. J&J Produce decided to focus its
marketing effort on this segment of the total market. This segment is J&J's _____. target market
Jake is in the market for a new car. He's looking at brands such as Mercedes, Lexus, and BMW because he feels they tell other
people that he's successful in life. This is an illustration of which value? individualism
Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in
which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not
familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this
reference group exhibit? informational
James used his birthday money to buy a skateboard so that he can be out with his friends at the park skateboarding. Which type of
materialism does this represent? instrumental
Jamie is developing a thorough understanding of his company's own capabilities; the capabilities of current and future
competitors; the consumption process of potential customers; and the economic, physical, and technological environment in
which these elements interact. Which step in the marketing strategy process is Jamie performing? conducting a market analysis
Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn
one on and use it. She expects to pay more than $1,000 for this computer, so this is an important decision for her and she wants to
make the right choice. For Jamie, this represents a(n) _____. high-involvement purchase situation
Janet is a 60-year-old secretary with a retired husband and 30-year-old unemployed son who lives at home. Janet's 90-year-old
widowed mother May, who is disabled, has lived with the family for six years. May's Social Security and Medicare do not
adequately cover her living and medical expenses. Which type of family is represented here? multigenerational family
Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the purposes of interacting with one another in the
context of learning about and using their Jeeps, are examples of a _____. brand fest
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? New
Middle Class
Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their
experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments
as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) _____. online
community
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? Sick and Stressed
John and Dawn have been married for more than 20 years. They have lived in their home in Northville, MI (a suburb of Detroit),
with their three children for most of those years. According to the Census Bureau, which type of household do they live in?
family household
John and his wife love art and travel the world to purchase artwork that is representative of a country's culture. Which type of
materialism does this represent? terminal
John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His
roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank
is known as a(n) _____. opinion leader
John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe
that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a
small portion of their profits to the stated cause. John is best described as belonging to which group of consumers? Skeptic
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? Traditionalists

John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a sedan even though
this is not technically true. John's satisfaction is based on the distinction between _____. actual need fulfillment and perceived
need fulfillment
John was born in 1955, and he has only known prosperity in his lifetime. He remembers when President Kennedy was
assassinated, primarily because his family purchased their first color television not long after that event. While he remembers the
Vietnam War, he was too young to be drafted. To which generation does he belong? baby boom generation
Jose is from Brazil and is currently enrolled in an MBA program at a U.S. university. He routinely comes to class 30-60 minutes
late and does not turn in assignments by the deadline. One of his professors pulled him aside and asked him why he's always late
for class and turns his work in late. Jose was surprised that his professor was bothered by this as this behavior is entirely
acceptable in Brazil. In fact, it's expected. Which of the following best describes Jose's time perspective? polychronic
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? first-generation adults
Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Census Bureau, Juan would be
classified as a(n) _____. Hispanic
Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate,
competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to
target. Which step of market segmentation is Juan conducting? selecting an attractive segment(s) to serve
Juan is interested in knowing occupational influences on purchases of satellite radio systems. Which of the following occupations
are most likely to purchase this type of product? professional, scientific and technical
Julie and Bart are both in their late 20s and recently married. They have no children and are learning how to make joint decisions.
Recent purchase/service decisions were related to household furnishings, a washer and dryer, and insurance coverage. Which
stage of the household life cycle are they experiencing? young married
Karen and her kids were hungry and were trying to decide where to eat for dinner. After several minutes of bickering, Karen
decided where they were going to go. Her children balked at her decision and asked why she got to decide, and she said,
"Because I'm your mother and I said so!" Which approach did Karen use to resolve this family conflict? use of authority
Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that
claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which
consumer group would Karen belong? Balancer
Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that she normally likes to keep
in her purse. Without much thought, she grabbed two packages of the gum she likes. What type of consumer decision does this
illustration? low-involvement decision
Karen's father is an executive for a major international corporation and has been transferred to various countries over the years.
With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students
from all over the world whose parents have jobs similar to Karen's father. With each new school, Karen spends the first few
weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she's learned
that at each school the kids behave differently. Karen is attempting to learn that student body's specific _____ regarding behavior.
norms
Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing
percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex
problem solving. Lakeisha and Timothy are part of the _____. creative class
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? Connected Black Teens
Late adolescents and early teens are known as _________. tweens

Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not
operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few
weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another
service rep would have to come out to determine if it was due to a manufacturer's defect before it could be replaced. Because the
service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately, the replacement had
the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she's had with this
retailer. Which value most likely underlies Laurie's complaining behavior? individualism
Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a
larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference
between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her _____.
customer value
Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect
to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the BEST
insight into these changes? A, B, and C
Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a
moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a
roll of film to a processor. This is an example of a _______ innovation. dynamically continuous
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? Living for the Moment
Lifestyle is the totality of an individual's thoughts and feelings about him or herself. False
Lisa is a single mother of two and works two jobs to provide for her family and derives little or no satisfaction from employment.
To which market segment would Lisa belong? trapped working woman
Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which
internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these
managers should examine? personality
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? Asian Americans
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 _____. subcultures
Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp
Jeep. community
Many upper-upper class consumers exhibit "conspicuous consumption." FALSE
Maria is analyzing the baby boom generation by describing and explaining its attitudes, values, and behaviors as well as
predicting its future attitudes, values, and behaviors. Maria is conducting a _____ analysis. cohort
Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand
or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she
doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong? Socially
concerned
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? third-generation adults
Marie has purchased a brand that she has purchased before. However, the first time she used this brand, the product failed and she
was dissatisfied. Unfortunately, the second time she purchased this brand, the same thing happened. She's frustrated and wants
her money back, but she doesn't feel as though she has any control over this situation. She's decided that she just needs to accept
this poor quality and not expect so much from the next product she purchases. Marie can be described as a(n) ______. fatalist

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? Traditionalists
Marketers have responded to Americans' increasing concern for the environment with an approach called _____. green
marketing
Marketers that wish to expand internationally need to understand a culture's widely held beliefs that affirm what is desirable. To
do this, marketers should study _____. cultural values
Marketing across cultural boundaries is a difficult and challenging task. TRUE
Marketing decisions and regulations are based on exact knowledge of consumer behavior. False
Marketing skills include a firm's financial expertise, general managerial skills, production capabilities, research and development
capabilities, technological sophistication, and reputation. False
Marketing strategy begins with _____. conducting a market analysis
Marketing strategy begins with objective setting. False
Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price,
communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is
often referred to as the _____. total product
Marketing to African Americans should be based on the same principles as marketing to any other group. TRUE
Materialism is an emerging American self-oriented value. FALSE
Men are more involved than ever in the grocery shopping task because of _____. all of the above
Mexican Americans tend to live in which region of the United States? Southwest and California
Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing
_____. social marketing
Mickey is not concerned about the environment. He has no problem with the pollution coming from his 1965 Chevy, and he
refuses to recycle. To which environmental activism segment would Mickey belong? Eco-Villains
Mike is a 23-year-old recent college graduate and is starting his career as a pharmaceutical sales representative. He will be living
in an extended-stay hotel in the city where he will undergo training, but once he finishes that, he plans on renting a nice
apartment with a friend of his from college. He also wants to purchase a sports car and save money for a ski vacation next year.
To which stage of the household life cycle does Mike belong? single I
Mitch seems to know everything about carsat least that's what his friends and family think. He has been involved with cars
since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads
several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his
enduring involvement with this product category, Mitch would be considered a(n) _____. opinion leader
More than 50 percent of Americans have completed college. FALSE
More than 80 percent of Arab Americans are U.S. citizens. TRUE
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. Confucianism
Most economically developed societies are legitimately referred to as _____ societies. consumption
Most families pass through an orderly progression of stages, each with its own characteristics, financial situation, and purchasing
patterns, which is the basic assumption underlying the _____ approach. household life cycle (HLC)
Much of the American value system and the resultant political and social institutions are derived from the _____ beliefs of the
early settlers. Christian

Muslims in America are culturally diverse, including Arab Americans, African Americans, Asian Americans, and Hispanics.
TRUE
Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is
interested in these factors because they influence _____. nonverbal communications
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? Black Onliners
Nick was born in 1972. As long as he can remember, his mother worked outside the home. When he was 12, his parents divorced,
which was hard on him, but the same thing happened to several of his friends. When both of his parents remarried, his view of a
family changed to include all of his stepsisters and brothers. To which generation does he belong? Generation X
Nonconventional marketing activities that use a limited budget and can increase buzz are known as _____. guerilla marketing
Normative influence is sometimes referred to as _____ influence. utilitarian
Norms are derived from _____. cultural values
Nouveaux riches are most commonly associated with the _____. lower-upper class
Observable shifts in consumer behavior are often due to underlying shifts in cultural values. TRUE
One primary function of Harriet's job is to study individuals, groups, or organizations and the processes they use to select, secure,
use, and dispose of her company's products and services to satisfy needs and the impacts that these processes have on the
consumer and society. Harriet works in the field of _____. consumer behavior
One reason that marketers rarely target multigenerational families is that they are not easy to identify or reach. FALSE
One's perceived age, a part of one's self-concept, is known as _____. cognitive age
One's position relative to others on one or more dimensions valued by society is known as one's _____. societal rank
Other-oriented values reflect a society's view of the appropriate relationships between individuals and groups within that society.
TRUE
People in this group retain their physical health, but life events (i.e., death of a spouse) have reduced their self-concept, and they
become withdrawn. Healthy Hermits
Personal space refers to the nearness that others can come to you in various situations without your feeling uncomfortable. TRUE
Placing ads in video games is known as _____. advergaming
Positive experiences are more powerful motivators of WOM than are negative experiences. FALSE
Potential obstacles to rapid market acceptance of an innovation are known as _____. diffusion inhibitors
Power gap refers to the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in
society. FALSE
Procter & Gamble is a major consumer packaged goods manufacturer. Which age category provides the greatest opportunity for
P&G in terms of growth between 2010 and 2020? 60-69
Product features, price, communications, distribution, and services together are often referred to as customer value. False
Psychographics describe a population in terms of its size, structure, and distribution. FALSE
Ralph is very prompt. If he says he will be there at 10:00 a.m., he will be there exactly at that time. Furthermore, he will not
begin another task until he is completely done with the one he is currently working on. Which time perspective does Ralph have?
monochronic
Ray is retired, and he and his wife are both in their late 60s. They are healthy, active, and financially well-off. They purchased an
RV and plan to travel to all 48 of the continental United States. Which stage of the household life cycle describes them? empty
nest II

Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing responsibilities.
Rayna would be classified as a _____ gender orientation. modern
Rayna provides a significant amount of information to others across a wide array of products, including durables and
nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability,
store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____. market
maven
Reference group influence can take three forms: informative, normative, and identification. TRUE
Regarding the balance of family purchase roles, which of the following traditionally male-dominated categories is(are) tipping
toward the wife? A and B
Research suggests that older singles who are single by circumstance (i.e., death of a spouse) will _____. all of the above
Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from college soon, which is
leaving them with increased discretionary income and time. To which generation do Robert and Jan belong? baby boom
generation
Robert is 15 years old and has recently moved to a new town and therefore, a new high school. He was trying to get accepted by a
group of kids that he wanted to be friends with. When they asked him to attend a party over the weekend, he said he'd have to ask
his parents for permission. This group of students laughed at him and called him a "momma's boy" and told him he can't be one
of them because they don't ask parents for permission, they just do what they want. This social disapproval of Robert's behavior
is an example of a(n) _____. sanction
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? Boomer Blacks
Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants. Rod is
concerned with his restaurant's _____. Position
Roger is an adult who has moved back in with his parents. He doesn't believe in sacrificing time, energy, and relations to the
extent he sees older workers do for the sake of career or economic advancement. He has a master's degree but does not want to
work for a large corporation. To which generation does Roger most likely belong? Generation X
Roughly half of online teens report using social networking sites. FALSE
Roughly what percentage of children are born to unmarried mothers, a percentage that has risen by 13 percentage points since
1990? 40 percent
Sam has learned that a country to which his company desires to expand places a high value on cleanliness and admires nature
immensely. Which category of cultural values does this represent? environment-oriented
Sam is a healthy 75-year-old man. He is a retired attorney; has a substantial retirement income; and is a member of several social
groups that travel, help others, and encourage life-long learning. Which of the following is most likely true about Sam? Sam's
cognitive age is less than 75.
Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners
every year. Which characteristic of brand communities does this illustrate? rituals and traditions
Sarah and her three roommates share an apartment. According to the Census Bureau, Sarah and her roommates constitute a
_____. household
Scott and his family have always purchased Honda automobiles because they feel that they are the best quality cars on the
market. This attitude is an example of a(n) _____. consumption-related preference
Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are
interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e.,
advertisements) and other people that are not experts in the product category. Which type of communication flow does this
represent? Multistep

Several girls in the ninth-grade class at a small private school maintained an online journal. In this journal, some negative
comments about the school were made, and the principal made them discontinue this online journal. The principal was concerned
because anybody can read these comments as long as they know the address. Personalized online journals where people and
organizations can keep a running dialogue such as the one illustrated here are known as _____. blogs
Sheila and Jim are both professionals in their late 30s and have two children under the age of 5. Which stage of the household life
cycle are they in? delayed full nest I
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? Family Struggles
Shoppers who only care about mall essentials are known as destination shoppers. False
Single households represent _____ percent of American households. 27
Skeptics are most likely to value the Toms Shoe approach. FALSE
Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for
their smaller size and do not fit well. As a result, several manufacturers offer "petite" sizes of clothing for this group of
consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a _____.
market segment
Social media is part of an online revolution online, sometimes referred to as _____. Web 2.0
Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They
can be considered a special type of opinion leader and are known as _____. market mavens
Spectators consume other people's content by reading blogs and watching videos. TRUE
Sponsorship of ethnic events is _____. all of the above
Stacy and Adam have just had their first child, and they hope to have two more. They can expect expenditures on which of the
following to increase? food at home
Stage 2 of Piaget's stages of cognitive development is the period in which the child develops the ability to apply logical thoughts
to concrete problems. FALSE
Stages of the household life cycle are based on ____. all of the above
Stan has noticed that his car is not working properly and that it is getting expensive to repair. Thus, he gathered his family
together to discuss the purchase of a new automobile. In terms of family purchase roles, which one best describes Stan's actions?
initiator
Stephanie is 17 and belongs to the high school drill team. One of her best friends is Bobby, the team manager who is openly gay.
Which label is appropriate for Stephanie? Generation Z
Stephen is 19 years old and is a participant in social media in that he creates content of his ownWeb pages, blogs, videos, and
video uploads to places like YouTube. Which category of social media is Stephen? Creator
Susan gave her 5-year-old son $10 to purchase a toy at Walmart. She wanted him to learn how to select an appropriate toy and to
pay for it with his "own" money, but she would help her son do this. Which stage of McNeal's model of how children learn to
shop does this illustrate? Stage IV
Tacoda Systems tracks consumers' online activity and delivers specific banners based on that activity. This tracking and ad
delivery system has been installed on almost 3,000 websites, and advertisers pay on a pay-for-performance basis, which means
that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads
based on that activity is called_____. behavioral targeting
Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs more
than $100). During the process of market segmentation, Talbot's identified a group of consumers who are larger than average
women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages
of 35 and 50, are career-oriented, have a household income over $50,000, and are married with children under the age of 18

living at home. This women in this group are also heavy users of magazines and newspapers as well as prime-time television.
Which step of market segmentation does this describe? describing each group
Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are
associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to
disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The
American Marketing Associate is an example of a _____. group
Target stores give 1 percent of a customer's purchase to a school of his or her choice if the customer uses a Target Visa credit card
to pay for purchases. Target will also donate 0.5 percent of all other purchases made on that card. This is an example of _____.
cause-related marketing
Teresa and John are both in their 40s and have two children living at home. Their daughter, Erin, is 14 years old, and their son,
Stephen, is 11 years old. To which stage of the household life cycle do they belong? full nest II
Teresa is trying to understand her customers better. She is examining the external influences that shape her customers' selfconcepts and lifestyles. Which of the following is a possible external influence Teresa could examine? culture
Teri and Ed are in their 40s, are childless, and were married for 15 years but are now divorced. However, Teri has always wanted
children, so she adopted a daughter, who is now 2 years old. To which stage of the household life cycle do Teri and her daughter
belong? single parent II
Terminal materialism is the acquisition of things to enable one to do something. FALSE
The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information
from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of
it to some members of their groups, and these group members also receive information from the mass media and other members
who are not opinion leaders as well. multistep
The baby boom generation is the first American generation to seriously confront the issue of "reduced expectations." FALSE
The behaviors considered appropriate for males and females in a given society are known as _____. gender roles
The boundaries that culture sets on behavior are called _____. norms
The Census Bureau defines Hispanic as a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish
culture or origin regardless of race. TRUE
The Census Bureau has a classification of households that includes blended families. FALSE
The changing and expanding roles of women throughout much of the world is creating new opportunities as well as challenges
for marketers. TRUE
The children of the original baby boomers are known as _____. Generation Y
The children of the original baby boomers, generation Y born between 1977 and 1994, are sometimes referred to as the "baby
bust" generation. FALSE
The Choctaw are the largest Native American tribe. FALSE
The cognitive and affective orientations toward marketplace stimuli such as advertisements, salespeople, warranties, and so forth
are referred to as _____. consumption-related attitudes
The color blue connotes femininity in Holland but masculinity in Sweden and the United States. TRUE
The consumer insight on remodeling discusses mechanisms underlying household life cycle changes. The mechanism relating to
balancing competing commitments on how a given space is used is: prioritizing
The consumer insight on remodeling discusses mechanisms underlying household lifecycle changes. The mechanism relating to
awareness of need to modify the physical arrangement of their homes is ____. adapting
The consumer insight on remodeling discusses mechanisms underlying household lifecycle changes. The mechanism relating to
physical needs now or in future relating to how space is used is _____. embodying

The degree to which an immigrant has adapted to his or her new culture is known as _____ acculturation
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
The Depression generation is composed of those individuals born before 1930. FALSE
The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as
_____. customer value
The different religions in America prescribing differing values and behaviors are known as religious _____. Subcultures
The exchange of advice and information between group members can occur _____. A, B, and C
The fact that Americans are prone to engage in physical activities and to take an action-oriented approach to problems can be
explained through which self-oriented value dichotomy? active/passive
The family member who first recognizes a need or starts the purchase process is known as the _____. initiator
The family unit is the basis for virtually all societies. TRUE
The gay market has been estimated to comprise _____ percent of the adult U.S. population. 7
The generation of Asian Americans that was born in the United States to immigrant parents is sometimes referred to as _____.
Generation 2.0
The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims
relating to such areas as the environment, in general, as well those relating specifically to all of the above
The Hollingshead Index of Social Position (ISP) is based on four socioeconomic factors: occupation, source of income, house
type, and dwelling area. FALSE
The Hollingshead Index of Social Position (ISP) takes into consideration the rapid expansion of the role of women. FALSE
The horizontal axis in the HLC/occupational category matrix represents _____, which provides a range of acceptable solutions. a
set of occupational categories
The initiator is the family member who first recognizes a need or starts the purchase process. TRUE
The largest single influence toward uniformity among youth worldwide is education. FALSE
The largest, most diverse generational segment is ____. baby boomers
The manner in which innovations spread throughout a market is referred to as the _____. diffusion process
The Martins' household income is $123,000 per year. However, this family estimates that they have $45,000 available to spend on
nonessentials such as vacations and entertainment. The $45,000 represents the Martins' _____. subjective discretionary income
(SDI)
The meaning of time varies between cultures in two major ways: time perspective and interpretations assigned to specific uses of
time. TRUE
The middle-aged single category is only made up of people who have never married and have no child-rearing responsibilities.
FALSE
The more consistent an individual is on all status dimensions, the greater the degree of _____ for the individual. status
crystallization
The more the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid
the diffusion. TRUE
The nearness that others can come to you in various situations without your feeling uncomfortable is known as _____. personal
space
The newest generation born after 1994 is known as the Millennials. FALSE

The newest generation born after 1994 is referred to as _____. Generation Z

The outcomes of a firm's marketing strategy are determined by its interaction with the consumer decision process. True
The percentage of U.S. men who are the primary grocery shopper for their home is _____ percent. 51
The population of the United States is more than 300 million people. With respect to demographics, this number represents
_____. size
The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver is known
as ________. greenwashing
The process in which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the
marketplaces is known as _____. consumer socialization
The process of one person receiving information from the mass media or other sources and passing it on to others is known as the
_____. two-step flow of communication
The product, price, communications, distribution, and services provided to the target market is referred to as the _____.
marketing mix
The relatively faster growth rate of non-European groups in the United States is due to their _____. A and B
The relatively faster growth rate of non-European groups is due to a higher birthrate among some of these groups and to greater
immigration. TRUE
The rise of social media has E.

A and D

The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the _____.
target market
The Single I stage of the household life cycle is basically the unmarried members of the baby boom generation. FALSE
The term "traditional family" refers to a married couple and their own or adopted children living at home. TRUE
The term used to reflect the fact that most products in developed economies satisfy more than one need is customer value. True
The top reason consumers want to interact with firms on social media is to be entertained. FALSE
The totality of an individual's thoughts and feelings about him or herself is known as _____. self-concept
The trend toward later marriage and children has resulted in which of the following? Now, 71 percent of all married couples
with children under 18 fall into the middle age HLC categories of delayed full nest I and full nest II.
The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of ethnic groups to specific
_____. geographic regions
The U.S. Census has projected for the African American population to reach 20 percent of the overall population in the United
States by 2030. FALSE
The U.S. Census reports Native Americans by _____. A, B, and C
The United States is comprised of a culture that accepts a wide array of personal behaviors and attitudes, foods, dress, and other
products and services. Thus, the United States values _____. diversity
The upper-middle class achieve their social position primarily _____. by their occupation and career orientation
The value that Americans place on youth has _____. shown a slow reversal toward more value being placed on age in recent
years
The vertical axis in the HLC/occupational category matrix represents _____, which determines the problems the household will
likely encounter. the stage in the household life cycle
The voluntary simplicity movement in America represents a shift in which value? material/nonmaterial

There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further
segmented on _____. all of the above
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? Black is Better
This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to reflect reduced physical
capabilities and social roles. Frail Recluse
Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing
manager. Which application of consumer behavior does this represent? marketing strategy
Those capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation, and so forth are
referred to as _____. skills
Those who work in such professions as architecture, science, engineering, health care, and business who generate new ideas and
technologies for a living or engage in complex problem solving are referred to as _____. the creative class
Though Americans are increasingly focusing on cooperation and teamwork, it is done so that the team or group can outperform
some other team or group. TRUE
Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of
insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the _____. consumer
cost
To be successful, a product must _____. meet the needs of the target market better than the competition does
To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them
by its competition. value
Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley.
Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not
the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate? consciousness of
kind
Tony and Katie are in their 50s, and both have careers that keep them very busy. However, their children are grown, so they have
more free time and money than they used to have. Which type of product or service are they likely to spend LESS money on than
they have in the past? food at home
Tony's job entails making sure his company's products get to retailers so that target customers can buy them. Which element of
the marketing mix is Tony involved with? distribution
Toys-R-Us 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? Hispanic
Tracking consumers' online activity and delivering specific banner ads based on that activity is known as _____. behavioral
targeting
Tracking consumers' online activity and sending them specific banner ads based on that activity is known as behavioral targeting.
True
Trademarks for the most part need to be established on a country-by-country basis.
Twitter is an example of a _____. micro-blogging tool
Two companies cannot use the same logo and brand name when operating in different countries. FALSE
Two key processes involved in need satisfaction are the actual need fulfillment and the perceived need fulfillment. True
Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined
relationships to one another such that their behaviors are interdependent is known as a(n) _____. group
Unilever is highly successful in marketing its laundry products outside of the United States. Which factors do they use to adapt
within and across countries where they do business? all of the above

Using one marketing strategy across various cultures is referred to as _____. standardization
Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and
behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of
influence does the Church possess with respect to Valerie and her family? identification
Vicki likes to visit a social network site called Fanfiction.com and read the stories that others post on this site. She doesn't really
visit very often, and she has never posted a story on this site. Vicki is which type of social media participant? Spectators
Violation of cultural norms results in _____, or penalties ranging from mild social disapproval to banishment from the group.
sanctions
What are the two major ways time varies between cultures? perspective and interpretation
What are the two types of materialism? instrumental and terminal
What does the consumption of a product like Nike shoes mean to Andre, the working poor consumer discussed in the text? They
serve as a visible symbol that he is back as a successful member of society.
What family purchase role is played by the individual who actually purchases the product the family has decided upon?
purchaser
What has been found to improve the results of cause-related marketing programs? the fit between the company and the cause
What is a major difference between delayed full nest I and younger new parents? income
What is a major difference between the full nest II and delayed full nest I stages of the household life cycle? age of the children
What is the approximate population of the United States today? 320 million
What is the basic consumption unit for most consumer goods? household
What is the basis for virtually all societies? family unit
What is the first step in market segmentation? identify product-related need sets
What is the first step in the consumer decision process? problem recognition
What is the largest single influence on the movement toward uniformity in the global youth market? mass media
What is the LAST step in market segmentation? select an attractive segment(s) to serve
What is the major difference between white and black shoppers' store selection criteria?respect
What is the movement called in which companies have expanded opportunities for less affluent consumers to afford luxury? class
to mass
What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community? must have internal
policies that do not discriminate against gay employees
What percentage of American adults exercise regularly? less than 50 percent
What percentage of Arab Americans are U.S. citizens? more than 80 percent
What two basic approaches are used to measure social status? single-item and multi-item indexes
When a couple has children, expenditures on which of the following do NOT usually decrease? health care
When comparing income levels by education and gender, which of the following is TRUE? Men earn more than women at
each level of education.
When consumer input is requested by firms online it is called _____. crowdsourcing
When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification? after the
end of World War II

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the
_____. adoption process
Whether or not a new idea, practice, or product is an innovation is determined by _____. the perception of the potential market
Which adopter group represents the first 2.5 percent to adopt an innovation? innovators
Which African American market segment identified by Yankelovich is teens living at home, with more than half raised by a
single parent, is tech savvy, and is brand conscious, especially those brands popular with their culture? Connected Black Teens
Which African American market segment identified by Yankelovich is older, is upper middle class, is heavily online, prefers
Black advertising, and strongly supports "Buying Black." Boomer Blacks
Which age category is expected to experience the largest percentage increase between 2010 and 2020? 60-69
Which approach to conflict resolution misrepresents the facts in order to win? impression management
Which boomer segment, identified by Focalyst, is highly connected with friends and community, which may explain their
positive outlook? tomorrow
Which categories of participants are the true leaders of conversation and opinion in Web 2.0? Creators and Critics
Which category of Web 2.0 participants are bloggers and post ratings and reviews and tend to be in their late teens to mid-20?
Critics
Which changing American value has been blamed for the fact that people age 18 to 40 are most likely to admit that they are
spending beyond their comfort range? the shift toward immediate gratification
Which cohort was born between 1930 and 1945? Depression generation
Which consumer group is driven by a desire to help with respect to cause-related marketing programs? Socially concerned
Which country has the largest percentage of its citizens older than 60 years of age? Japan
Which criterion is used to classify groups? all of the above
Which culture has traditionally valued the wisdom that comes with age? Asian
Which element of the marketing mix is concerned with having the product available where target customers can buy it?
distribution
Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?
compatibility
Which family purchase role is played by the individual(s) who makes the final decision? decision maker
Which generation "invented" rock and roll and grew up with music and television as important parts of their lives? Depression
generation
Which generation is both cynical and sophisticated about products, ads, and shopping? Generation X
Which generation is considered to be more self-centered, individualistic, economically optimistic, skeptical, suspicious of
authority, and focused on the present than other generations? baby boom generation
Which generation is NOT part of the mature market? Generation X
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? first-generation adults
Which generation was born between 1965 and 1976? Generation X
Which generation was the first to gain a very broad view of a family, which may include parents, siblings, stepparents, halfsiblings, close friends, live-in lovers, and others? Generation X

Which generational term refers to those individuals born during the dramatic increase of births (i.e., almost 80 million baby
births) between the end of World War II and 1964? baby boom generation
Which group classification variable refers to the closeness and intimacy of the group linkages? strength of social tie
Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs? Skeptic
Which HLC group is basically the unmarried members of the Generation Yers? single I
Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its GLBT
(Gay, Lesbian, Bisexual, and Transgender) employees, customers, and investors? corporate equality index (CEI)
Which is a product or service that often needs modification when targeting gay consumers? financial services
Which is NOT a reason Americans work long hours? because minimum wage is higher the more hours worked
Which is NOT a step in the consumer's decision process? self-concept analysis
Which is NOT an external influence on consumer behavior? perception
Which of the following are bases for subcultures in the United States? all of the above
Which of the following are the most commonly described subcultures? ethnic groups
Which of the following are ways to categorize family decision making? all of the above
Which of the following aspects is evaluated when determining a firm's ability to meet customer needs? all of the above
Which of the following can influence how family members interact in a purchase decision? of the above
Which of the following characterizes opinion leaders? enduring involvement in the product or activity
Which of the following countries tends to value individualism over collectivism? United States
Which of the following describes a population in terms of its size, distribution, and structure? demographics
Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015?
Hispanics
Which of the following factors had a significant impact on Americans' emphasis on security? A, B, and C
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? Born-again
Christians
Which of the following is a challenge facing marketers who implement cause-related marketing programs? Consumer
skepticism and apathy are demonstrated.
Which of the following is a characteristic of a consumption subculture? A, B, and C
Which of the following is a component of a market analysis? conditions
Which of the following is a cultural factor that affects consumer behavior and marketing strategy? all of the above
Which of the following is a current American value? active
Which of the following is a factor affecting the spread of innovations? all of the above
Which of the following is a factor determining a reference group's influence on a consumer? all of the above
Which of the following is a factor influencing nonverbal communications? all of the above
Which of the following is a family purchase role? all of the above
Which of the following is a household factor that influences purchase and consumption behavior? A, B, and C

Which of the following is a key aspect regarding consumer behavior? All of the above are key aspects.
Which of the following is a key consideration for each geographic market that a firm is contemplating? All of the above are key
considerations.
Which of the following is a reason more baby boomers continue to work longer than previous generations? all of the above
Which of the following is a reason women are an important target market? A high percentage of women work outside the
home.
Which of the following is a segment of female consumers? all of the above
Which of the following is a segment of mature consumers? all of the above
Which of the following is a segment used to describe consumers with respect to their environmental activism? Eco-Centrists
Which of the following is a segmentation approach to the mature market that incorporates aging processes and life events related
to the physical health and mental outlook of older consumers? Gerontographics
Which of the following is a self-oriented value? material/nonmaterial
Which of the following is a societal outcome of marketing strategy and consumer behavior? social welfare
Which of the following is a traditional American value? all of the above
Which of the following is an emerging American value? admiring nature
Which of the following is an example of a self-oriented value? religious/secular
Which of the following is an example of an environment-oriented value? tradition/change
Which of the following is an example of an other-oriented value? individual/collective
Which of the following is an example of cause-related marketing (CRM)? A company donates $1 to diabetes research for
every purchase of its product by consumers.
Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality
nationwide? direct broadcast satellite (DBS)
Which of the following is an internal influence on consumer behavior? attitudes
Which of the following is an online "pass-it-along" strategy? viral marketing
Which of the following is considered a "younger" (i.e., <35) stage of the household life cycle? full nest I
Which of the following is considered a symbol that has varying meaning across cultures? all of the above
Which of the following is considered an "older" (i.e., >64) stage of the household life cycle?single III
Which of the following is enabling the growth of a global culture? all of the above
Which of the following is FALSE regarding trends in the global youth market? U.S. brands are currently the leaders among
global teens.
Which of the following is included in marketing communications? all of the above
Which of the following is most closely related to verbal communications? language
Which of the following is NOT a basic approach that individuals in a family use to resolve purchase conflicts after they have
arisen? physical force
Which of the following is NOT a broad form of cultural values? object-oriented
Which of the following is NOT a common single-item index of social class? age
Which of the following is NOT a country from which Arab Americans come? Israel

Which of the following is NOT a criterion used to classify groups? number of members
Which of the following is NOT a critical question for developing marketing communications? All of the above are critical
questions.
Which of the following is NOT a description of the household life cycle stage known as "empty nest I: middle-aged with no
children"? married couples who have adopted children who are still living at home
Which of the following is NOT a factor influencing nonverbal communications? Values
Which of the following is NOT a factor that creates problems in literal translations and slang expressions? differences in the
direction in which written words are read
Which of the following is NOT a guiding principle for marketing to online communities and social networks? post marketing
content so it does not stand out and appears as just another participant in the community, such as a flog
Which of the following is NOT a reason for the decline in traditional families? a change in the way the Census Bureau has
defined "traditional family"
Which of the following is NOT a reason multigenerational families offer opportunities and challenges for marketers? They are
not easy to identify and reach.
Which of the following is NOT a reason the population of the United States has grown steadily since 1960? increasing birth
rate for most of the period between 1960 and today
Which of the following is NOT a segment of the African American market identified by Yankelovich? Black is Beautiful
Which of the following is NOT a segment used to describe consumers with respect to their environmental activism? New Green
Mainstream
Which of the following is NOT a societal outcome of marketing strategy and consumer behavior? customer satisfaction
Which of the following is NOT a stage of McNeal's model of how children learn to shop? Stage IV: Making Recommendations
to Other Children
Which of the following is NOT a step in market segmentation? set budget
Which of the following is NOT a way that retailers have responded to the needs of the Hispanic market? lowering prices on
nationally branded products
Which of the following is NOT an adopter category? procrastinators
Which of the following is NOT an application of consumer behavior? human resource management
Which of the following is NOT an environment-oriented value? All of the above are environment-oriented values.
Which of the following is NOT an example of an environment-oriented value? competitive/cooperative
Which of the following is NOT an example of an other-oriented value? tradition/change
Which of the following is NOT an other-oriented value? tradition/change
Which of the following is NOT considered a "middle-aged" (i.e., 35-64) stage of the household life cycle? Empty nest II
Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process?
service
Which of the following is NOT evaluated when analyzing a company's own ability to meet customer needs? competitors
Which of the following is NOT generally involved in green marketing? pricing products lower than the competition
Which of the following is NOT true regarding consumer behavior? The overall model of consumer behavior presented in the
text is accurate in predicting consumer behavior.
Which of the following is one of the defining characteristics of American society? individualism

Which of the following is part of the marketing mix? all of the above
Which of the following is predicted to be the fastest-growing ethnic group in the United States between 2010 and 2030?
Hispanics
Which of the following is strongly associated with occupation? A and B
Which of the following is the largest ethnic subculture in the United States? Hispanic
Which of the following is the largest Native American tribe? Cherokee
Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet?
occupation
Which of the following is the primary source of consumer socialization? family
Which of the following is TRUE regarding changes in American cultural values? There is substantial variance in values across
individuals and groups.
Which of the following is true regarding the baby boom market? Boomers are tech savvy.
Which of the following is TRUE regarding the size and distribution of the population of the United States? The growth has not
been even throughout the United States.
Which of the following is used by firms to influence consumers? all of the above
Which of the following is used to describe a group of consumers with similar needs sets? A, B, and C
Which of the following is used to evaluate the attractiveness of various market segments? all of the above
Which of the following magazines is NOT in the Black Men's Top 5? Maxim
Which of the following refers to HOW children learn with respect to consumption? the process of consumer socialization
Which of the following refers to WHAT children learn with respect to consumption? the content of consumer socialization
Which of the following represents the largest national background of Asian Americans? Chinese
Which of the following statements is FALSE regarding Americans' environment-oriented values?Americans traditionally have
not been very receptive to change.
Which of the following statements is FALSE regarding consumption subcultures? Consumption must be shared physically to
be a shared ritual that creates and sustains a group.
Which of the following statements is FALSE regarding cross-cultural marketing? While marketing strategy is heavily
influenced by cultural factors, it does not influence aspects of cultures.
Which of the following statements is FALSE regarding marketing to Hispanics? Hispanics tend to be more receptive than the
general market to store brands.
Which of the following statements is FALSE regarding subcultures in the United States? Religious groups are the most
commonly described subcultures.
Which of the following statements is FALSE regarding the religious/secular value in American society? America is basically a
religious society.
Which of the following statements is FALSE regarding word-of-mouth (WOM) communications? Consumers generally trust
advertising as much as they do WOM.
Which of the following statements is FALSE regarding youth and age? Children in all countries have a significant influence
on purchases.
Which of the following statements is TRUE regarding African American Internet usage? All of the above are true.

Which of the following statements is TRUE regarding Americans' other-oriented values? Since World War II, Americans have
increasingly valued diversity.
Which of the following statements is TRUE regarding brand communities? Brand communities create value through a set of
activities that create brand engagement.
Which of the following statements is TRUE regarding culture? Culture is acquired.
Which of the following statements is TRUE regarding ethnic subcultures? All subcultures are very diverse, and general
descriptions do not apply to all of the members.
Which of the following statements is TRUE regarding marketing to Asian Americans? Geographic concentration is aiding
marketing efficiency.
Which of the following statements is TRUE regarding the nature of family purchases and the roles played by various family
members? Over time, each spouse develops more specialized roles as a part of the family lifestyle and family
responsibilities.
Which of the following statements is TRUE regarding the overall model of consumer behavior? A consumer's self-concept and
lifestyle influence his or her needs and desires.
Which of the following statements regarding age is TRUE? All of the above are true.
Which of the following statements regarding education is FALSE? Education does not influence how one thinks, makes
decisions, and relates to others.
Which of the following statements regarding the masculine/feminine value is FALSE? Women in South Korea frequently
participate more in sports and exercise than men.
Which of the following variables is associated with cognitive age? all of the above
Which of the following was the source of the most immigrants into the United States in 2009? Latin America
Which of these categories is NOT part of the content of consumer learning? learning skills
Which one of the four segments of world citizens feels positively about international brands, values their symbolic aspects, and is
less concerned about corporate responsibility? global dreamers
Which one of the four segments of world citizens feels positively about international brands because they view them as a signal
of higher quality? global citizens
Which one of these factors is NOT true regarding glocalization? Uniformity is always possible.
Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business? sales and profits
Which religion heavily influences the Hispanic culture? Roman Catholicism
Which segment of Asian Americans identified by Market Segment Research is younger; has moderate identification with their
native culture; tends to be bilingual; and includes spontaneous, materialistic, and impulsive shoppers who are concerned with
status and quality? Living for the Moment
Which segment of environmental activists is highly dismissive of environmental concerns and doesn't believe global warming
exists? Eco-Villains
Which segment of mature consumers is physically and mentally healthy and is thus active, independent, and out to enjoy life?
Healthy Indulgers
Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and
is positive about the future? New Middle Class
Which segment of the African American market identified by Yankelovich is middle age, is upper-middle income, is familyoriented, and prefers to be around people of their own ethnicity? Black is Better

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? Black Onliners
Which social class consists of individuals who are poorly educated, have very low incomes, and work as unskilled laborers?
upper-lower class
Which social class consists of office workers, schoolteachers, lower-level managers, plumbers, and factory supervisors? middle
class
Which social class consists of skilled and semiskilled factory, service, and sales workers? working class
Which social class has low incomes and minimal education, may be unemployed for long periods of time, and is the major
recipient of government support and services provided by non-profit organizations? lower-lower class
Which stage of the household life cycle is made up of people between the ages of 35 and 64 who have never married and those
who are divorced and have no child-rearing responsibilities? middle-aged single (or single II)
Which subculture is the most diverse group, with numerous nationalities, languages, and religions? Asian Americans
Which subculture of Hispanics tends to have incomes well above the others? A and D
Which term describes consumers' purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate
their great wealth? conspicuous consumption
Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an
ideology, or an activity? A and B
Which term reflects the fact that most products in developed economies satisfy more than one need? need set
Which term(s) is(are) used to refer to whether a person is biologically a male or female? A and B
Which time perspective views time almost as a physical object believing that a person does one thing at a time? monochronic
time perspective
Which type of communication involves individuals sharing information with other individuals in a verbal form, including faceto-face, phone, and the Internet? word-of-mouth
Which type of community interacts over time around a topic of interest on the Internet? online community
Which type of decisions involve very little effort or thought on the part of the consumer? low-involvement decisions
Which type of family consists of a married couple and their own or adopted children living at home? traditional family
Which type of family consists of a married couple, one or both of whom were previously married, their children, and the children
from the previous marriage of one or both parents? stepfamily
Which type of group includes family and friends and involves strong ties and frequent interaction? primary group
Which type of group includes organizations such as professional associations and neighborhood associations that involve
relatively weak ties and less frequent interaction among its members? secondary group
Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current
behavior? reference group
Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially
useful bits of information? informational
Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image
while providing benefits to the cause? cause-related marketing
Which type of materialism is the acquisition of items for the sake of owning the item itself? terminal
Which type of materialism is the acquisition of things to enable one to do something? instrumental
Which type of participants in social media tend to be older, are online, but don't participate in social media? Inactives

Which type of reference group influence do marketers use when developing advertisements? A, B, and C
Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid
a sanction? normative
Which type of reference group influence occurs when individuals have internalized the group's values and norms? identification
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? regional
Which type of training occurs when a parent or sibling specifically and directly attempts to bring about certain responses through
reasoning or reinforcement? Instrumental training
Which value has a strong influence on entrepreneurship and economic development as well as new-product acceptance? risk
taking/security
Which value relates to tolerance for ambiguity and uncertainty avoidance? risk taking/security
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? Husbands and wives tend to share an equal role in family decisions.
While culture heavily influences marketing strategy, culture is not influenced by marketing strategy. FALSE
While Katie and Matthew are the children in the family, they do influence the alternatives considered for their family's summer
vacation. What role do Katie and Matthew play in this family decision? influencers
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? all of
the above
While roughly 40 percent of children are born to unmarried mothers, this may not be an accurate representation of the situation. A
more accurate representation of the situation may be gained by looking at the percentage of American households that are singleparent families. What is that percentage? 9 percent
While the entire family is usually involved in major purchase decisions, Lisa is the one who usually makes the actual purchase.
What family purchase role does Lisa play? purchaser
While women are vital members of the workforce in the United States, they are still considered the primary care givers of the
children in a family. This represents women's _____ in American society. gender role
With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or
prospective owners to ask current owners for their impressions. stimulating
With respect to advertising, _____ opinion leadership can involve presenting the results of surveys showing that a high
percentage of either knowledgeable individuals or typical users recommend the brand. Simulating
With respect to demographics, which of the following describes the society in terms of age, income, education, and occupation?
structure
With respect to demographics, which of the following refers to the number of individuals in a society? size
Xavier was born in 1940. He was too young to remember World War II, and he matured during the prosperous years of the 1950s
and early 1960s. His favorite singer was, and still is, Elvis Presley. To which generation does he belong? Depression generation