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The Changing American Society: Values
1. Men are more involved than ever in the grocery shopping task because of _____.
A. generational shifts (younger women are now more educated than men)
B. economics (the recent recession resulted in more men out of work)
C. masculine/feminine values (there is a shift to more balance)
D. A and B
E. all of the above
2. The percentage of U.S. men who are the primary grocery shopper for their home is _____ percent.
A. 5
B. 25
C. 51
D. 75
E. none of the above
3. ____ are widely held beliefs that affirm what is desirable.
A. Norms
B. Cultural values
C. Precepts
D. Prescriptions
E. Orientations
4. Which of the following is TRUE regarding changes in American cultural values?
A. Shifts in cultural values are not observable.
B. Changes in values tend to occur quickly.
C. Changes in values tend to occur evenly across individuals and groups.
D. There is substantial variance in values across individuals and groups.
E. Cultural values are constant.
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5. When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual
gratification?
A. after the end of the Civil War
B. after the end of World War I
C. during the Depression
D. after the end of World War II
E. after the Vietnam War
6. 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. advertising
B. movies
C. video games
D. government documents
E. A, B, and C
7. Which of the following statements is FALSE regarding the religious/secular value in American society?
A. A religious group does not control the educational system, government, or political process.
B. Most people's daily behaviors are not guided by strict religious guidelines.
C. America is basically a religious society.
D. Religiousbased beliefs do influence decisions.
E. Many Americans for whom religion is especially important are conservative in their beliefs.
8. Which of the following is a selforiented value?
A. problem solving/fatalistic
B. individual/collective
C. tradition/change
D. material/nonmaterial
E. performance/status
9. Which of the following is NOT an environmentoriented value?
A. cleanliness
B. performance/status
C. tradition/change
D. risk taking/security
E. All of the above are environmentoriented values.
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10. Which of the following is NOT an otheroriented value?
A. diversity/uniformity
B. masculine/feminine
C. limited family/extended family
D. tradition/change
E. individual/collective
11. Which of the following is a current American value?
A. uniformity
B. active
C. religious
D. youth
E. overcome nature
12. Which of the following is a traditional American value?
A. youth
B. competition
C. active
D. hard work
E. all of the above
13. Which of the following is an emerging American value?
A. materialistic
B. individual
C. admiring nature
D. masculine
E. postponed gratification
14. 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?
A. the shift toward immediate gratification
B. the shift toward a more religious society
C. the shift toward voluntary simplicity
D. the shift toward becoming more active
E. the shift away from being fatalistic
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15. A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.
A. the role of price in purchase decisions
B. the types of advertising themes used
C. the complexity of decision rules used in purchase decisions
D. the diffusion of Internet shopping
E. none of the above
16. A shift back to an emphasis on postponed gratification in America would most likely _____.
A. increase the use of credit
B. decrease the use of credit
C. alter the timing of television commercials
D. expand the use of Internet shopping
E. none of the above
17. Which is NOT a reason Americans work long hours?
A. because minimum wage is higher the more hours worked
B. because of their material orientation
C. because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so
D. because work is meaningful and valuable to them
E. All of the above are reasons Americans work long hours.
18. _____ is consumers' efforts to reduce their reliance on consumption and material possessions.
A. Downsizing
B. Dematerialization
C. Voluntary simplicity
D. Demarketing
E. Voluntary withdrawal
19. The voluntary simplicity movement in America represents a shift in which value?
A. active/passive
B. problem solving/fatalistic
C. masculine/feminine
D. material/nonmaterial
E. youth/age
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20. 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 _____.
A. downsizing
B. dematerialization
C. voluntary withdrawal
D. voluntary simplicity
E. demarketing
21. What percentage of American adults exercise regularly?
A. less than 50 percent
B. 50 percent
C. 60 percent
D. 75 percent
E. more than 75 percent
22. Which of the following statements is FALSE regarding Americans' environmentoriented values?
A. Americans have long valued cleanliness.
B. Americans traditionally have not been very receptive to change.
C. Americans' risktaking orientation seems to be moving more toward taking risks.
D. Traditionally, nature was viewed as an obstacle.
E. Americans are shifting back to a focus on performance rather than status.
23. 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
_____.
A. the creative class
B. social engineers
C. the developers
D. trend setters
E. true naturals
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24. 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
_____.
A. social reengineering movement
B. cutting edge
C. creative class
D. true naturals
E. young developers
25. Which of the following factors had a significant impact on Americans' emphasis on security?
A. the Depression
B. World War II
C. the Cold War
D. A and B
E. A, B, and C
26. Which of the following is a segment used to describe consumers with respect to their environmental
activism?
A. True Blues
B. EcoCentrists
C. Ailing Recluse
D. Healthy Hermits
E. Green Earths
27. Which of the following is NOT a segment used to describe consumers with respect to their environmental
activism?
A. Respectful Stewards
B. New Green Mainstream
C. Proud Traditionalists
D. Skeptical Individuals
E. Green Naives
28. Which segment of environmental activists is highly dismissive of environmental concerns and doesn't
believe global warming exists?
A. Proud Traditionalists
B. EcoVillains
C. Green Naives
D. EcoChic
E. Skeptical Individuals
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29. Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to
these beliefs. Which segment of environmental activism best describes Gertrude?
A. EcoCentrists
B. Proud Traditionalists
C. Frugal Earth Mothers
D. EcoChic
E. none of the above
30. 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?
A. Green Naives
B. EcoVillains
C. Skeptical Individuals
D. Proud Traditionalists
E. none of the above
31. 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?
A. Frugal Earth Mothers
B. Green Naives
C. EcoChic
D. Proud Traditionalists
E. EcoVillains
32. Which of the following is one of the defining characteristics of American society?
A. aversion to change
B. collectivism
C. individualism
D. extended family
E. status
33. Individualism affects which of the following?
A. incentive systems for salespeople
B. advertising themes
C. product design
D. customer complaining behavior
E. all of the above
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34. Consumers higher in individualism are more likely to _____ when faced with poor service performance.
A. complain
B. switch
C. engage in negative wordofmouth
D. A and B
E. A, B, and C
35. 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?
A. diversity
B. uniformity
C. fatalistic
D. individualism
E. status
36. According to the authors, American culture increasingly values _____.
A. diversity
B. uniformity
C. collectivity
D. fatalism
E. none of the above
37. Which of the following statements is TRUE regarding Americans' otheroriented values?
A. A strong emphasis on collectivism is one of the defining characteristics of American society.
B. Since World War II, Americans have increasingly valued diversity.
C. The impact that the family has on the individual is great.
D. Older people are considered wiser than young people and are looked to as models and leaders in
American society.
E. America is a cooperative rather than a competitive society.
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38. The value that Americans place on youth has _____.
A. increased dramatically in recent years
B. shown a slow reversal toward more value being placed on age in recent years
C. decreased dramatically in recent years
D. remained unchanged in recent years
E. shown a slight increase in recent years
39. A shift away from a competitionoriented society would most likely affect _____.
A. sales force compensation
B. the types of decision rules used
C. the use of comparative advertising
D. the use of price as a competitive weapon
E. all of the above
40. Marketers have responded to Americans' increasing concern for the environment with an approach called
_____.
A. green marketing
B. clean marketing
C. environmental marketing
D. activist marketing
E. causerelated marketing
41. Which of the following is NOT generally involved in green marketing?
A. developing products whose production, use or disposal is less harmful to the environment than the
traditional versions of the product
B. developing products that have a positive impact on the environment
C. pricing products lower than the competition
D. tying the purchase of a product to an environmental organization or event
E. All of the above are involved in green marketing.
42. 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 _____.
A. green marketing
B. clean marketing
C. environmental marketing
D. activist marketing
E. causerelated marketing
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43. As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern
over the potential for marketers to mislead consumers.
A. Biodegradable Act of 2005
B. Marketing Required Guidelines
C. Green Guides
D. A and B
E. All of the above were developed by the FTC.
44. 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
A. ozone friendly
B. biodegradable
C. recyclable
D. recycled content
E. all of the above
45. The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they
don't deliver is known as ________.
A. ecofriendly
B. envirosafe
C. greenwashing
D. earthsafe
E. none of the above
46. Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the rise
due to beliefs that green products are ___________.
A. too expensive
B. lower quality
C. not better for the environment
D. not green as claimed
E. all of the above
47. 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. cause marketing
B. social marketing
C. personal marketing
D. A and B
E. A, B, and C
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48. _____ is done to enhance the welfare of individuals or society without direct benefit to a firm.
A. Causerelated marketing
B. Social marketing
C. Personal marketing
D. Green marketing
E. Hybrid marketing
49. 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?
A. causerelated marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
50. 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 _____.
A. causerelated marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
51. Which of the following is an example of causerelated marketing (CRM)?
A. A company donates $10,000 to a school to purchase computers.
B. A company recognizes alternative lifestyles among its employees and allows benefits accordingly.
C. A company donates $1 to diabetes research for every purchase of its product by consumers.
D. A company features educational health information in its product advertising.
E. A company hires physically challenged employees.
52. Which of the following is a challenge facing marketers who implement causerelated marketing programs?
A. It does not increase consumers' trust in the company.
B. A company's commitment to a cause is not important to most consumers.
C. Only a small percentage of consumers are likely to switch brands based on CRM when price and quality
are equal.
D. Consumer skepticism and apathy are demonstrated.
E. All of the above are challenges facing those who implement causerelated marketing programs.
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53. Which group of consumers doubts the sincerity or effectiveness of causerelated marketing programs?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
54. 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?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
55. Karen believes in causerelated 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?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
56. 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 causerelated marketing programs and uses good judgment on
which ones to support. Carl is best described as belonging to which group of consumers?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
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57. Which consumer group is driven by a desire to help with respect to causerelated marketing programs?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
58. 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?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
59. What has been found to improve the results of causerelated marketing programs?
A. the amount of money donated
B. the fit between the company and the cause
C. supporting causes that help children
D. supporting causes that help the environment
E. longer commitments to supporting a cause
60. Gay consumers, like heterosexuals, vary in terms of _____.
A. ethnicity
B. geographic region
C. occupations
D. age
E. all of the above
61. The gay market has been estimated to comprise _____ percent of the adult U.S. population.
A. 35
B. 7
C. 10
D. 1520
E. 25
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62. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay
community?
A. must have separate promotion efforts in gay and mainstream media
B. must have gay themes in ads placed in mainstream media
C. must offer discounts to gay consumers
D. must have internal policies that do not discriminate against gay employees
E. must use causerelated marketing programs that support causes relevant to gay consumers (i.e., AIDS
research)
63. 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?
A. corporate equality index (CEI)
B. corporate GLBT index
C. corporate identity index (CII)
D. gay rights index (GRI)
E. green index
64. Which is a product or service that often needs modification when targeting gay consumers?
A. financial services
B. automobiles
C. furniture
D. interior decorating
E. all of the above
65. Which term(s) is(are) used to refer to whether a person is biologically a male or female?
A. gender
B. sex
C. gender identity
D. A and B
E. A, B, and C
66. _____ refers to the traits of femininity and masculinity.
A. Gender
B. Sex
C. Gender identity
D. Gender roles
E. Gender continuum
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67. The behaviors considered appropriate for males and females in a given society are known as _____.
A. gender
B. sex
C. gender identity
D. gender roles
E. gender continuum
68. 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.
A. gender
B. sex
C. gender identity
D. gender role
E. gender continuum
69. A(n) _____ is based on an attribute over which the individual has little or no control.
A. traditional role
B. achievement role
C. ascribed role
D. gender identity
E. gender orientation
70. _____ are based on performance criteria over which the individual has some degree of control.
A. Traditional roles
B. Achievement roles
C. Ascribed roles
D. Gender roles
E. Selective roles
71. 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 _____.
A. gender appropriate
B. gender consistent
C. traditional
D. modern
E. oldfashioned
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72. 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?
A. gender appropriate
B. gender consistent
C. traditional
D. modern
E. oldfashioned
73. 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.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cuttingedge
74. 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.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cuttingedge
75. Which of the following is a segment of female consumers?
A. traditional housewife
B. trapped housewife
C. trapped working woman
D. career working woman
E. all of the above
76. 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?
A. traditional housewife
B. trapped housewife
C. trapped working woman
D. career working woman
E. modernday woman
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77. Which of the following is a reason women are an important target market?
A. Womenheaded households represent almost 50 percent of all households.
B. Women are homogeneous as a group, which makes marketing to them easier.
C. A high percentage of women work outside the home.
D. Women's purchasing power now equals men's purchasing power.
E. All of the above are reasons women are an important target market.
78. Because women are quite diverse as a group, what other factors must marketers also consider when
designing marketing communications?
A. ethnicity
B. age
C. life stage
D. employment status
E. all of the above
79. Observable shifts in consumer behavior are often due to underlying shifts in cultural values.
True False
80. America is basically a secular society.
True False
81. Materialism is an emerging American selforiented value.
True False
82. Consumers' efforts to reduce their reliance on consumption and material possessions have been termed
dematerialization.
True False
83. Americans continue to value an active approach to life.
True False
84. Consumers labeled as "EcoChic" are highly committed to and concerned about the environment.
True False
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85. Consumers higher in individualism are more likely to complain, switch, or engage in negative wordof
mouth.
True False
86. Americans have always valued diversity.
True False
87. 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 False
88. Green marketing, like food supplement marketing, is unregulated, and marketers can make unsubstantiated
claims without penalty.
True False
89. Causerelated 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 False
90. Consumers may doubt Toms Shoes CRM because it is tied to a charitable organization with strings
attached.
True False
91. Skeptics are most likely to value the Toms Shoe approach.
True False
92. Current estimates vary, but common benchmarks put the size of the gay market at 10 to 15 percent of the
adult U.S. population.
True False
93. Compared to the general population, gay consumers tend to be less tech savvy.
True False
94. Gender roles refer to the traits of femininity and masculinity.
True False
95. A trapped housewife is generally married and stays at home, but she prefers to work and does not enjoy
household chores.
True False
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Essay Questions
96. Discuss changes in three of Americans' selforiented values.
97. Define "green marketing," and explain what is meant by "greenwashing."
98. The company you work for wants to integrate its philanthropic charitable giving with its own corporate
performance. Explain how this can be accomplished, and discuss how consumers might respond to this
effort.
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99. What issues must companies understand and contend with when attempting to market to the gay
consumer?
100.Compare and contrast the terms gender, gender identity, and gender roles.
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Chapter 03 The Changing American Society: Values Answer Key
1. Men are more involved than ever in the grocery shopping task because of _____.
A. generational shifts (younger women are now more educated than men)
B. economics (the recent recession resulted in more men out of work)
C. masculine/feminine values (there is a shift to more balance)
D. A and B
E. all of the above
Men are involved in the grocery shopping task more than ever due to generational shifts, economics,
and more balance in masculine/feminine values.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0301 Understand core American cultural values
Topic: Changes in American Cultural Values
2. The percentage of U.S. men who are the primary grocery shopper for their home is _____ percent.
A. 5
B. 25
C. 51
D. 75
E. none of the above
A recent Yahoo study finds that 51 percent of adult men in the United States report being the primary
grocery shopper for their home.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0301 Understand core American cultural values
Topic: Changes in American Cultural Values
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3. ____ are widely held beliefs that affirm what is desirable.
A. Norms
B. Cultural values
C. Precepts
D. Prescriptions
E. Orientations
Cultural values are widely held beliefs that affirm what is desirable.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 0301 Understand core American cultural values
Topic: Changes in American Cultural Values
4. Which of the following is TRUE regarding changes in American cultural values?
A. Shifts in cultural values are not observable.
B. Changes in values tend to occur quickly.
C. Changes in values tend to occur evenly across individuals and groups.
D. There is substantial variance in values across individuals and groups.
E. Cultural values are constant.
There is substantial variance in values across individuals and groups.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0301 Understand core American cultural values
Topic: Changes in American Cultural Values
5. When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual
gratification?
A. after the end of the Civil War
B. after the end of World War I
C. during the Depression
D. after the end of World War II
E. after the Vietnam War
Beginning after the end of World War II and accelerating rapidly during the 1970s and 1980s,
Americans began to place increased emphasis on leisure, immediate gratification, and sensual
gratification.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
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6. 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. advertising
B. movies
C. video games
D. government documents
E. A, B, and C
The change in Americans' values with respect to sensual gratification and abstinence in the past 50 years
can be seen in advertising, movies, and video games.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
7. Which of the following statements is FALSE regarding the religious/secular value in American
society?
A. A religious group does not control the educational system, government, or political process.
B. Most people's daily behaviors are not guided by strict religious guidelines.
C. America is basically a religious society.
D. Religiousbased beliefs do influence decisions.
E. Many Americans for whom religion is especially important are conservative in their beliefs.
America is basically a secular society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
8. Which of the following is a selforiented value?
A. problem solving/fatalistic
B. individual/collective
C. tradition/change
D. material/nonmaterial
E. performance/status
Material/nonmaterial is an example of a selforiented value.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
3-23
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
9. Which of the following is NOT an environmentoriented value?
A. cleanliness
B. performance/status
C. tradition/change
D. risk taking/security
E. All of the above are environmentoriented values.
Cleanliness, performance/status, tradition/change, and risk taking/security are all environmentoriented
values.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
10. Which of the following is NOT an otheroriented value?
A. diversity/uniformity
B. masculine/feminine
C. limited family/extended family
D. tradition/change
E. individual/collective
Tradition/change is a selforiented value.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
11. Which of the following is a current American value?
A. uniformity
B. active
C. religious
D. youth
E. overcome nature
Americans continue to value an active approach to life.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
3-24
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
12. Which of the following is a traditional American value?
A. youth
B. competition
C. active
D. hard work
E. all of the above
Youth, competition, active, and hard work are all traditional American values.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
13. Which of the following is an emerging American value?
A. materialistic
B. individual
C. admiring nature
D. masculine
E. postponed gratification
Admiring nature is an emerging American value.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
14. 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?
A. the shift toward immediate gratification
B. the shift toward a more religious society
C. the shift toward voluntary simplicity
D. the shift toward becoming more active
E. the shift away from being fatalistic
Americans seem unwilling to delay pleasure, even in the face of discomfort overspending levels and
debt.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
3-25
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
15. A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.
A. the role of price in purchase decisions
B. the types of advertising themes used
C. the complexity of decision rules used in purchase decisions
D. the diffusion of Internet shopping
E. none of the above
Ads based on this appeal are generally well received but can cause problems when they go too far.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
16. A shift back to an emphasis on postponed gratification in America would most likely _____.
A. increase the use of credit
B. decrease the use of credit
C. alter the timing of television commercials
D. expand the use of Internet shopping
E. none of the above
Americans are now saving more and paying down debt.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
17. Which is NOT a reason Americans work long hours?
A. because minimum wage is higher the more hours worked
B. because of their material orientation
C. because they may lack skills or job opportunities to provide even a moderate lifestyle without doing
so
D. because work is meaningful and valuable to them
E. All of the above are reasons Americans work long hours.
Minimum wage is not higher the more hours worked.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
3-26
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Topic: SelfOriented Values
18. _____ is consumers' efforts to reduce their reliance on consumption and material possessions.
A. Downsizing
B. Dematerialization
C. Voluntary simplicity
D. Demarketing
E. Voluntary withdrawal
Voluntary simplicity can span a continuum from minor to major lifestyle adjustments.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
19. The voluntary simplicity movement in America represents a shift in which value?
A. active/passive
B. problem solving/fatalistic
C. masculine/feminine
D. material/nonmaterial
E. youth/age
Major factors in the decision to simplify appear to be the desire for reduced stress and increased life
satisfaction.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
20. 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 _____.
A. downsizing
B. dematerialization
C. voluntary withdrawal
D. voluntary simplicity
E. demarketing
Voluntary simplicity is consumers' efforts to reduce their reliance on consumption and material
possessions.
AACSB: Analytical Thinking
3-27
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
21. What percentage of American adults exercise regularly?
A. less than 50 percent
B. 50 percent
C. 60 percent
D. 75 percent
E. more than 75 percent
Less than 50 percent of American adults exercise regularly.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
22. Which of the following statements is FALSE regarding Americans' environmentoriented values?
A. Americans have long valued cleanliness.
B. Americans traditionally have not been very receptive to change.
C. Americans' risktaking orientation seems to be moving more toward taking risks.
D. Traditionally, nature was viewed as an obstacle.
E. Americans are shifting back to a focus on performance rather than status.
Americans have always been very receptive to change.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
3-28
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
23. 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 _____.
A. the creative class
B. social engineers
C. the developers
D. trend setters
E. true naturals
The creative class is defined as 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.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
24. 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
_____.
A. social reengineering movement
B. cutting edge
C. creative class
D. true naturals
E. young developers
The creative class is defined as 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.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
3-29
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
25. Which of the following factors had a significant impact on Americans' emphasis on security?
A. the Depression
B. World War II
C. the Cold War
D. A and B
E. A, B, and C
The Depression, World War II, and the Cold War had a significant impact on Americans' emphasis on
security.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
26. Which of the following is a segment used to describe consumers with respect to their environmental
activism?
A. True Blues
B. EcoCentrists
C. Ailing Recluse
D. Healthy Hermits
E. Green Earths
EcoCentrists is a segment used to describe consumers with respect to their environmental activism.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
27. Which of the following is NOT a segment used to describe consumers with respect to their
environmental activism?
A. Respectful Stewards
B. New Green Mainstream
C. Proud Traditionalists
D. Skeptical Individuals
E. Green Naives
New Green Mainstream is not a segment used to describe consumers with respect to their environmental
activism.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
3-30
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
28. Which segment of environmental activists is highly dismissive of environmental concerns and doesn't
believe global warming exists?
A. Proud Traditionalists
B. EcoVillains
C. Green Naives
D. EcoChic
E. Skeptical Individuals
EcoVillains are highly dismissive of environmental concerns and don't believe global warming exists.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
29. Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to
these beliefs. Which segment of environmental activism best describes Gertrude?
A. EcoCentrists
B. Proud Traditionalists
C. Frugal Earth Mothers
D. EcoChic
E. none of the above
EcoCentrists are the most highly concerned about the environment; their beliefs are reflected in their
consumption behaviors.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
3-31
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
30. 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?
A. Green Naives
B. EcoVillains
C. Skeptical Individuals
D. Proud Traditionalists
E. none of the above
EcoVillains are highly dismissive of environmental concerns and don't believe global warming exists.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
31. 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?
A. Frugal Earth Mothers
B. Green Naives
C. EcoChic
D. Proud Traditionalists
E. EcoVillains
Proud Traditionalists' environmental efforts are focused on keeping their home running efficiently and
effectively (insulation and waterefficient products).
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
32. Which of the following is one of the defining characteristics of American society?
A. aversion to change
B. collectivism
C. individualism
D. extended family
E. status
Individualism is one of the defining characteristics of American society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
3-32
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
33. Individualism affects which of the following?
A. incentive systems for salespeople
B. advertising themes
C. product design
D. customer complaining behavior
E. all of the above
Individualism affects incentive systems for salespeople, advertising themes, product design, and
customer complaining behavior.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
34. Consumers higher in individualism are more likely to _____ when faced with poor service
performance.
A. complain
B. switch
C. engage in negative wordofmouth
D. A and B
E. A, B, and C
Consumers higher in individualism are more likely to complain, switch, and engage in negative word
ofmouth when faced with poor service performance.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
3-33
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
35. 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?
A. diversity
B. uniformity
C. fatalistic
D. individualism
E. status
Consumers higher in individualism are more likely to complain, switch, and engage in negative word
ofmouth when faced with poor service performance.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
36. According to the authors, American culture increasingly values _____.
A. diversity
B. uniformity
C. collectivity
D. fatalism
E. none of the above
American culture increasingly values diversity.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
3-34
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
37. Which of the following statements is TRUE regarding Americans' otheroriented values?
A. A strong emphasis on collectivism is one of the defining characteristics of American society.
B. Since World War II, Americans have increasingly valued diversity.
C. The impact that the family has on the individual is great.
D. Older people are considered wiser than young people and are looked to as models and leaders in
American society.
E. America is a cooperative rather than a competitive society.
American culture increasingly values diversity.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
38. The value that Americans place on youth has _____.
A. increased dramatically in recent years
B. shown a slow reversal toward more value being placed on age in recent years
C. decreased dramatically in recent years
D. remained unchanged in recent years
E. shown a slight increase in recent years
Because of their increasing numbers and disposable income, older citizens have developed political and
economic clout and are beginning to use it.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
39. A shift away from a competitionoriented society would most likely affect _____.
A. sales force compensation
B. the types of decision rules used
C. the use of comparative advertising
D. the use of price as a competitive weapon
E. all of the above
A shift away from a competitionoriented society would most likely affect the use of comparative
advertising.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
3-35
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
40. Marketers have responded to Americans' increasing concern for the environment with an approach
called _____.
A. green marketing
B. clean marketing
C. environmental marketing
D. activist marketing
E. causerelated marketing
Marketers have responded to Americans' increasing concern for the environment with an approach
called green marketing.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
41. Which of the following is NOT generally involved in green marketing?
A. developing products whose production, use or disposal is less harmful to the environment than the
traditional versions of the product
B. developing products that have a positive impact on the environment
C. pricing products lower than the competition
D. tying the purchase of a product to an environmental organization or event
E. All of the above are involved in green marketing.
Pricing products lower than the competition is not generally involved in green marketing.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
3-36
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
42. 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 _____.
A. green marketing
B. clean marketing
C. environmental marketing
D. activist marketing
E. causerelated marketing
Green marketing generally involves (1) developing products whose production, use, or disposal is less
harmful to the environment; (2) developing products that have a positive impact on the environment; or
(3) tying the purchase of a product to an environment organization or event.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
43. As green claims increased in number and scope, the FTC developed the _____ to help alleviate concern
over the potential for marketers to mislead consumers.
A. Biodegradable Act of 2005
B. Marketing Required Guidelines
C. Green Guides
D. A and B
E. All of the above were developed by the FTC.
The FTC Green Guides are voluntary guidelines that provide dozens of examples of acceptable and
unacceptable advertising and package claims.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
3-37
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
44. 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
A. ozone friendly
B. biodegradable
C. recyclable
D. recycled content
E. all of the above
Green Guides are voluntary guidelines that provide dozens of examples of acceptable and unacceptable
advertising and package claims.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
45. The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which
they don't deliver is known as ________.
A. ecofriendly
B. envirosafe
C. greenwashing
D. earthsafe
E. none of the above
Greenwashing is a practice whereby a firm promotes environmental benefits that are unsubstantiated
and on which they don't deliver.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
46. Environmental concerns don't guarantee purchase of green products. Negative perceptions are on the
rise due to beliefs that green products are ___________.
A. too expensive
B. lower quality
C. not better for the environment
D. not green as claimed
E. all of the above
Overcoming these negative perceptions is critical to the success of green marketing.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
3-38
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
47. 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. cause marketing
B. social marketing
C. personal marketing
D. A and B
E. A, B, and C
Cause marketing and social marketing are both terms used to refer to the application of marketing
principles and tactics to advance a cause such as a charity, an ideology, or an activity.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
48. _____ is done to enhance the welfare of individuals or society without direct benefit to a firm.
A. Causerelated marketing
B. Social marketing
C. Personal marketing
D. Green marketing
E. Hybrid marketing
Social marketing is done to enhance the welfare of individuals or society without direct benefit to a
firm.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
3-39
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
49. 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?
A. causerelated marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
Causerelated 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.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
50. 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 _____.
A. causerelated marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
Causerelated 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.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
51. Which of the following is an example of causerelated marketing (CRM)?
A. A company donates $10,000 to a school to purchase computers.
B. A company recognizes alternative lifestyles among its employees and allows benefits accordingly.
C. A company donates $1 to diabetes research for every purchase of its product by consumers.
D. A company features educational health information in its product advertising.
E. A company hires physically challenged employees.
Causerelated 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.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
3-40
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
52. Which of the following is a challenge facing marketers who implement causerelated marketing
programs?
A. It does not increase consumers' trust in the company.
B. A company's commitment to a cause is not important to most consumers.
C. Only a small percentage of consumers are likely to switch brands based on CRM when price and
quality are equal.
D. Consumer skepticism and apathy are demonstrated.
E. All of the above are challenges facing those who implement causerelated marketing programs.
Skeptics doubt the sincerity or effectiveness of causerelated marketing programs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
53. Which group of consumers doubts the sincerity or effectiveness of causerelated marketing programs?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
Skeptics doubt the sincerity or effectiveness of causerelated marketing programs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
3-41
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
54. 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?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
Skeptics doubt the sincerity or effectiveness of causerelated marketing programs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
55. Karen believes in causerelated 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?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
Balancers believe in causerelated marketing but generally doesn't act accordingly.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
56. 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 causerelated marketing programs and uses good judgment
on which ones to support. Carl is best described as belonging to which group of consumers?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
Attributionoriented consumers are concerned about motives behind causerelated marketing programs.
AACSB: Analytical Thinking
3-42
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
57. Which consumer group is driven by a desire to help with respect to causerelated marketing programs?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
Socially concerned consumers are driven by a desire to help with respect to causerelated marketing
programs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
58. 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?
A. Skeptic
B. Balancer
C. Attributionoriented
D. Socially concerned
E. Apathetic
Socially concerned consumers are driven by a desire to help with respect to causerelated marketing
programs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
3-43
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
59. What has been found to improve the results of causerelated marketing programs?
A. the amount of money donated
B. the fit between the company and the cause
C. supporting causes that help children
D. supporting causes that help the environment
E. longer commitments to supporting a cause
The fit between the company and the cause has been found to improve the results of causerelated
marketing programs.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
60. Gay consumers, like heterosexuals, vary in terms of _____.
A. ethnicity
B. geographic region
C. occupations
D. age
E. all of the above
Gay consumers, like heterosexuals, vary in terms of ethnicity, geographic region, occupations, and age.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
61. The gay market has been estimated to comprise _____ percent of the adult U.S. population.
A. 35
B. 7
C. 10
D. 1520
E. 25
The gay market has been estimated to comprise 7 percent of the adult U.S. population, or 16 million
people.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
3-44
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
62. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay
community?
A. must have separate promotion efforts in gay and mainstream media
B. must have gay themes in ads placed in mainstream media
C. must offer discounts to gay consumers
D. must have internal policies that do not discriminate against gay employees
E. must use causerelated marketing programs that support causes relevant to gay consumers (i.e.,
AIDS research)
Any firm that desires to capture the loyalty of the gay community must have internal policies that do not
discriminate against gay employees.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
63. 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?
A. corporate equality index (CEI)
B. corporate GLBT index
C. corporate identity index (CII)
D. gay rights index (GRI)
E. green index
The corporate equality index (CEI) measures how equitably a company treats its GLBT (Gay, Lesbian,
Bisexual, and Transgender) employees, customers, and investors.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
64. Which is a product or service that often needs modification when targeting gay consumers?
A. financial services
B. automobiles
C. furniture
D. interior decorating
E. all of the above
Samesex marriages are not often recognized under the law, which affects Social Security benefits and
estate planning.
AACSB: Analytical Thinking
3-45
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
65. Which term(s) is(are) used to refer to whether a person is biologically a male or female?
A. gender
B. sex
C. gender identity
D. A and B
E. A, B, and C
Gender and sex are both terms that refer to whether a person is biologically a male or female.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
66. _____ refers to the traits of femininity and masculinity.
A. Gender
B. Sex
C. Gender identity
D. Gender roles
E. Gender continuum
Gender identity refers to the traits of femininity and masculinity.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
67. The behaviors considered appropriate for males and females in a given society are known as _____.
A. gender
B. sex
C. gender identity
D. gender roles
E. gender continuum
Gender roles are the behaviors considered appropriate for males and females in a given society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
3-46
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
68. 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.
A. gender
B. sex
C. gender identity
D. gender role
E. gender continuum
Gender roles are the behaviors considered appropriate for males and females in a given society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
69. A(n) _____ is based on an attribute over which the individual has little or no control.
A. traditional role
B. achievement role
C. ascribed role
D. gender identity
E. gender orientation
An ascribed role is based on an attribute over which the individual has little or no control.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
70. _____ are based on performance criteria over which the individual has some degree of control.
A. Traditional roles
B. Achievement roles
C. Ascribed roles
D. Gender roles
E. Selective roles
Achievement roles are based on performance criteria over which the individual has some degree of
control.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
3-47
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
71. 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 _____.
A. gender appropriate
B. gender consistent
C. traditional
D. modern
E. oldfashioned
A traditional married lifestyle is one in which the husband assumes the responsibility for providing for
the family and the wife runs the house and takes care of the children.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
72. 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?
A. gender appropriate
B. gender consistent
C. traditional
D. modern
E. oldfashioned
A traditional married lifestyle is one in which the husband assumes the responsibility for providing for
the family and the wife runs the house and takes care of the children.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
3-48
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
73. 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.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cuttingedge
A modern married lifestyle is one in which the husband and wife both work, and they share
homemaking and child care responsibilities.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
74. 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.
A. transgender
B. gender inconsistent
C. traditional
D. modern
E. cuttingedge
A modern married lifestyle is one in which the husband and wife both work, and they share
homemaking and child care responsibilities.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
75. Which of the following is a segment of female consumers?
A. traditional housewife
B. trapped housewife
C. trapped working woman
D. career working woman
E. all of the above
Traditional housewife, trapped housewife, trapped working woman, and career working woman are all
segments of female consumers.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
3-49
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty: 1 Easy
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
76. 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?
A. traditional housewife
B. trapped housewife
C. trapped working woman
D. career working woman
E. modernday woman
A trapped working woman would prefer to stay home, but works because of economic necessity or
social or family pressure.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
77. Which of the following is a reason women are an important target market?
A. Womenheaded households represent almost 50 percent of all households.
B. Women are homogeneous as a group, which makes marketing to them easier.
C. A high percentage of women work outside the home.
D. Women's purchasing power now equals men's purchasing power.
E. All of the above are reasons women are an important target market.
The high percentage of women working outside the home can lead to high levels of time pressure and a
resulting need for convenience products and services.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
3-50
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
78. Because women are quite diverse as a group, what other factors must marketers also consider when
designing marketing communications?
A. ethnicity
B. age
C. life stage
D. employment status
E. all of the above
Marketers must consider ethnicity, age, life stage, and employment status when designing marketing
communications to women.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
79. Observable shifts in consumer behavior are often due to underlying shifts in cultural values.
TRUE
It is necessary to understand the underlying value shifts to understand current and future consumer
behavior.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 0301 Understand core American cultural values
Topic: Changes in American Cultural Values
80. America is basically a secular society.
TRUE
A religious group does not control the educational system, government, or political process, and most
people's daily behaviors are not guided by strict religious guidelines.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
3-51
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
81. Materialism is an emerging American selforiented value.
FALSE
Materialism in the United States is moderating, at least among some consumers who are rethinking their
priorities and consciously simplifying their lives.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
82. Consumers' efforts to reduce their reliance on consumption and material possessions have been termed
dematerialization.
FALSE
Voluntary simplicity is the term used to describe consumers' efforts to reduce their reliance on
consumption and material possessions.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
83. Americans continue to value an active approach to life.
TRUE
Although less than half of all American adults exercise regularly, most Americans take an active
approach to both leisure and problemsolving activities.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
84. Consumers labeled as "EcoChic" are highly committed to and concerned about the environment.
FALSE
EcoCentrists are highly committed to and concerned about the environment.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: EnvironmentOriented Values
3-52
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McGraw-Hill Education.
85. Consumers higher in individualism are more likely to complain, switch, or engage in negative wordof
mouth.
TRUE
A strong emphasis on individualism is one of the defining characteristics of American society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
86. Americans have always valued diversity.
FALSE
Since World War II, Americans have increasingly valued diversity.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
87. 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
America has long been a competitive society, and this value remains firmly entrenched.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: OtherOriented Values
88. Green marketing, like food supplement marketing, is unregulated, and marketers can make
unsubstantiated claims without penalty.
FALSE
The FTC Green Guides are voluntary guidelines that provide dozens of examples of acceptable and
unacceptable advertising and package claims.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
3-53
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
89. Causerelated 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
Companies associate with causes to create longterm relationships with their customers, building
corporate and brand equity that should eventually lead to increased sales.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
90. Consumers may doubt Toms Shoes CRM because it is tied to a charitable organization with strings
(p. 90) attached.
FALSE
Toms Shoes is just the opposite in that it is not tied to a charity, but rather donates shoes directly to
those in need on a 1to1 basis of consumer purchase.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 3 Hard
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
91. Skeptics are most likely to value the Toms Shoe approach.
FALSE
Skeptics are the harshest on all forms of CRM.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
92. 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
The gay market has been estimated to be about 7 percent of the adult U.S. population, or roughly 16
million people over the age of 18.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
3-54
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
93. Compared to the general population, gay consumers tend to be less tech savvy.
FALSE
Gay consumers tend to be more tech savvy, are more likely to be online, are more likely to have
broadband access, and spend more hours online.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
94. Gender roles refer to the traits of femininity and masculinity.
FALSE
Gender roles are the behaviors considered appropriate for males and females in a given society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
95. A trapped housewife is generally married and stays at home, but she prefers to work and does not enjoy
household chores.
TRUE
A trapped housewife seeks satisfaction and meaning outside the home. She does not enjoy most
household chores.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
Essay Questions
3-55
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McGraw-Hill Education.
96. Discuss changes in three of Americans' selforiented values.
The chapter discussed six selforiented value changes, and students can discuss any three:
a. Religious/Secular—America is basically a secular society. A religious group does not control the
educational system, government, or political process and most people's daily behaviors are not guided
by strict religious guidelines. While Americans often profess to be more religious than their behaviors
would suggest, religiousbased beliefs do influence decisions. Those for whom religion is especially
important are conservative in their beliefs.
b. Sensual Gratification/Abstinence—Closely tied to America's traditional religious orientation was a
belief in the virtue of abstinence. As American society became more secular, sensual gratification
became more acceptable.
c. Postponed/Immediate Gratification—Americans seem unwilling to delay pleasures, even in the
face of discomfort over spending levels and debt. The recent recession had Americans saving more and
paying down debt for a while, but these trends have begun to recede, and Americans are back to
"spending as usual."
d. Hard Work/Leisure—Americans continue their strong tradition of hard work, and the percentage of
married women who work outside the home for wages has increased considerably. Reasons for working
hard include material orientation, because they lack the skills or job opportunities to provide even a
moderate lifestyle without doing so, and because work is meaningful and valuable to them.
e. Material/Nonmaterial—Americans have maintained a strong material orientation, resulting in a
consumptiondriven society. However, some consumers are reducing their reliance on consumption and
material possessions, which has been termed voluntary simplicity.
f. Active/Passive—Americans continue to value an active approach to life. While less than half of all
American adults exercise regularly, most take an active approach to both leisure and problemsolving
activities.
AACSB: Analytical Thinking
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0302 Summarize changes in self; environment; and otheroriented values
Topic: SelfOriented Values
97. Define "green marketing," and explain what is meant by "greenwashing."
Green marketing is how marketers have responded to Americans' increasing concern for the
environment, and it generally involves (a) developing products whose production, use, or disposal is
less harmful to the environment than the traditional versions of the product; (b) developing products that
have a positive impact on the environment; and (c) tying the purchase of a product to an environmental
organization or event. Greenwashing is a practice whereby a firm promotes environmental benefits that
are unsubstantiated and on which they don't deliver.
AACSB: Analytical Thinking
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0303 Discuss values as they relate to green marketing
Topic: Green Marketing
3-56
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
98. The company you work for wants to integrate its philanthropic charitable giving with its own corporate
performance. Explain how this can be accomplished, and discuss how consumers might respond to this
effort.
Causerelated 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. Research has
shown that CRM increases consumers' trust in the company, has claimed that a company's commitment
to a social cause is important when deciding what to recommend to other people, and has shown that
customers are willing to switch brands based on CRM when price and quality are equal. However, four
segments of consumers have been identified: (a) Skeptic (i.e., doubt sincerity or effectiveness of CRM),
(b) Balancer (i.e., believe in CRM but generally don't act accordingly), (c) Attributionoriented (i.e.,
concerned about motives behind CRM), and (d) Socially concerned (i.e., driven by desire to help).
AACSB: Analytical Thinking
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0304 Discuss values as they relate to causerelated marketing
Topic: CauseRelated Marketing
99. What issues must companies understand and contend with when attempting to market to the gay
consumer?
Any firm that desires to capture the loyalty of the gay community must have internal policies that do not
discriminate against gay employees, and the Human Rights Campaign Foundation provides such
information through its corporate equality index (CEI). Additional product and communication issues
must also be considered. For example, does the product need to be modified to meet the needs of this
market? Should the firm advertise in gayoriented media using its standard ads? Should it advertise in
gay media using ads with gay themes? To what extent should the firm be involved in gay community
activities? Should its major media ads include ads with gay themes?
AACSB: Analytical Thinking
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0305 Discuss values as they relate to marketing to gay and lesbian consumers
Topic: Marketing to Gay and Lesbian Consumers
3-57
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
100. Compare and contrast the terms gender, gender identity, and gender roles.
The term gender is used to refer to whether a person is biologically a male or female (the term sex is
used interchangeably with gender). Gender identity refers to the traits of femininity (expressive traits
such as tenderness and compassion) and masculinity (instrumental traits such as aggressiveness and
dominance). These traits represent the ends of a continuum, and individuals have varying levels of each
trait, with biological males tending to be toward the masculine end of the continuum and biological
females toward the feminine end. Gender roles are the behaviors considered appropriate for males and
females in a given society. Gender roles are ascribed roles, which is based on an attribute over which
the individual has little or no control.
AACSB: Analytical Thinking
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 0306 Discuss values as they relate to genderbased marketing
Topic: GenderBased Marketing
3-58
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.