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

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Description Consumer Behavior Building Marketing Strategy 14Th Edition – By David Mothersbaugh – Test Bank Instant Download With Answers

Sample Question

Chapter 03 Test Bank Multiple Choice Questions

1.

1.

2.

3.

4.

5.

Companies which have been successful recently at targeting “involved dads” include the following except

Clorox Kellogg’s Mattel Yoplait Mattel and Yoplait

Answer: D

Explanation: Yoplait was criticized for its recent ad “Whisper,” in which it typecast mom as “the boss,” even though household responsibilities and decisions, including shopping are being shared by both parents.

Brands, to be effective, cannot rely on these stereotypes anymore.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-01 Understand core American cultural values.

Topic: Changes in American Cultural Values

2.

1.

2.

3.

4.

5.

The percentage of millennial fathers in the U.S. men who have primary or shared grocery shopping responsibilities for their household is

10 percent.

30 percent.

60 percent.

80 percent.

None of these choices are correct.

Answer: D

Explanation:

A recent Mintel study finds that 80% of millennial fathers claim to have primary or shared responsibility with grocery shopping.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Gradable: automatic Learning Objective: 03-01 Understand core American cultural values.

Topic: Changes in American Cultural Values

3.

__________ are widely held beliefs that affirm what is desirable.

1.

2.

3.

4.

5.

Norms Cultural values Precepts Prescriptions Orientations

Answer: B

Explanation: Cultural values are widely held beliefs that affirm what is desirable.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Gradable: automatic Learning Objective: 03-01 Understand core American cultural values.

Topic: Changes in American Cultural Values

4.

Which of the following is true regarding changes in American cultural values?

1.

2.

3.

4.

5.

Shifts in cultural values are not observable.

Changes in values tend to occur quickly.

Changes in values tend to occur evenly across individuals and groups.

There is substantial variance in values across individuals and groups.

Cultural values are constant.

Answer: D

Explanation: There is substantial variance in values across individuals and groups.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-01 Understand core American cultural values.

Topic: Changes in American Cultural Values

5.

1.

2.

3.

4.

5.

When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification?

after the end of the Civil War after the end of World War I during the Depression after the end of World War II after the Vietnam War

Answer: D

Explanation: 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: Hard Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

6.

1.

2.

3.

4.

5.

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?

advertising movies video games government documents advertising, movies, and video games

Answer: E

Explanation: 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: Easy Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

7.

Which of the following statements is false regarding the religious/secular value in American society?

1.

A religious group does not control the educational system, government, or political process.

2.

3.

4.

5.

Most people’s daily behaviors are not guided by strict religious guidelines.

America is basically a religious society.

Religious-based beliefs do influence decisions.

Many Americans for whom religion is especially important are conservative in their beliefs.

Answer: C

Explanation: America is basically a secular society.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

8.

Which of the following is a self-oriented value?

1.

2.

3.

4.

5.

problem solving/fatalistic individual/collective tradition/change material/nonmaterial performance/status

Answer: D

Explanation: Material/nonmaterial is an example of a self-oriented value.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

9.

Which of the following is not an environment-oriented value?

1.

2.

3.

4.

5.

cleanliness performance/status tradition/change risk taking/security All of these choices are environment-oriented values.

Answer: E

Explanation: Cleanliness, performance/status, tradition/change, and risk taking/security are all environmentoriented values.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

10.

Which of the following is not an other-oriented value?

1.

2.

3.

4.

diversity/uniformity masculine/feminine limited family/extended family tradition/change

5.

individual/collective

Answer: D

Explanation: Tradition/change is a self-oriented value.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

11.

Which of the following is a current American value?

1.

2.

3.

4.

5.

uniformity active religious youth overcome nature

Answer: B

Explanation: Americans continue to value an active approach to life.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard

Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

12.

Which of the following is a traditional American value?

1.

2.

3.

4.

5.

youth competition active hard work All of these choices are correct.

Answer: E

Explanation: Youth, competition, active, and hard work are all traditional American values.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

13.

Which of the following is an emerging American value?

1.

2.

3.

4.

5.

materialistic individual admiring nature masculine postponed gratification

Answer: C

Explanation: Admiring nature is an emerging American value.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

14.

1.

2.

3.

4.

5.

Which changing American value has been blamed for the fact that people age 18 to 40 are most likely to admit that they are spending beyond their comfort range?

the the the the the

shift shift shift shift shift

toward immediate gratification toward a more religious society toward voluntary simplicity toward becoming more active away from being fatalistic

Answer: A

Explanation: Americans seem unwilling to delay pleasure, even in the face of discomfort over spending levels and debt.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

15.

1.

2.

3.

4.

5.

A shift from a focus on sensual gratification to abstinence in America would most likely affect

the role of price in purchase decisions. the types of advertising themes used. the complexity of decision rules used in purchase decisions. the diffusion of Internet shopping.

None of these choices are correct.

Answer: B

Explanation: Products and ads based on sensual gratification appeals are generally well received but can cause problems when they go too far.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

16.

1.

2.

3.

4.

5.

A shift back to an emphasis on postponed gratification in America would most likely

increase the use of credit. decrease the use of credit. alter the timing of television commercials. expand the use of Internet shopping.

None of these choices are correct.

Answer: B

Explanation: Americans are now saving more and paying down debt.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

17.

Which is not a reason why Americans work long hours?

1.

2.

3.

minimum wage is higher the more hours worked because of their material orientation because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so 4. work is meaningful and valuable to them 5.

All of these choices are reasons why Americans work long hours.

Answer: A

Explanation: Minimum wage is not higher the more hours worked.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

18.

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2.

3.

4.

5.

__________ is consumers’ efforts to reduce their reliance on consumption and material possessions.

Downsizing Dematerialization Voluntary simplicity Demarketing Voluntary withdrawal

Answer: C

Explanation: Voluntary simplicity can span a continuum from minor to major lifestyle adjustments.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

19.

The voluntary simplicity movement in America represents a shift in which value?

1.

2.

3.

4.

5.

active/passive problem solving/fatalistic masculine/feminine material/nonmaterial youth/age

Answer: D

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

20.

1.

2.

3.

4.

5.

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

downsizing. dematerialization. voluntary withdrawal. voluntary simplicity. demarketing.

Answer: D

Explanation: Voluntary simplicity is consumers’ efforts to reduce their reliance on consumption and material possessions.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

21.

What percentage of American adults exercise regularly?

1.

2.

3.

4.

5.

less than 50% 50% 60% 75% more than 75%

Answer: A

Explanation: Less than 50% of American adults exercise regularly.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

22.

1.

2.

3.

4.

5.

Which of the following statements is false regarding Americans’ environmentoriented values?

Americans have long valued cleanliness.

Americans traditionally have not been very receptive to change.

American’s risk-taking orientation seems to be moving more toward taking risks.

Traditionally, nature was viewed as an obstacle.

Americans are shifting back to a focus on performance rather than status.

Answer: B

Explanation: Americans have always been very receptive to change.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

23.

1.

2.

3.

4.

5.

Those who work in such professions as architecture, science, engineering, and health care and business who generate new ideas and technologies for a living or engage in complex problem solving are referred to as

the creative class. social engineers. the developers. trend setters. true naturals.

Answer: A

Explanation: The creative class are those who work in such professions as architecture, science, engineering, and 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented 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

1.

2.

3.

4.

5.

social reengineering movement. cutting edge. creative class. true naturals. young developers.

Answer: C

Explanation: The creative class are those who work in such professions as architecture, science, engineering, and 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

25.

1.

2.

3.

4.

5.

Which of the following factors had a significant impact on Americans’ emphasis on security?

the Depression World War II the Cold War the Depression and World War II the Depression, World War II, and the Cold War

Answer: E

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

26.

1.

2.

3.

4.

5.

Which of the following is a segment used to describe consumers with respect to their environmental activism?

True Blues Eco-Centrists Ailing Recluse Healthy Hermits Green Earths

Answer: B

Explanation: Eco-Centrists is a segment used to describe consumers with respect to their environmental activism.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

27.

1.

2.

3.

4.

5.

Which of the following is not a segment used to describe consumers with respect to their environmental activism?

Respectful Stewards New Green Mainstream Proud Traditionalists Skeptical Individuals Green Naives

Answer: B

Explanation: 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: Hard Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

28.

1.

2.

3.

4.

5.

Which segment of environmental activists is highly dismissive of environmental concerns and doesn’t believe global warming exists?

Proud Traditionalists Eco-Villains Green Naives Eco-Chic Skeptical Individuals

Answer: B

Explanation:

Eco-Villains are highly dismissive of environmental concerns and don’t believe global warming exists.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

29.

1.

2.

3.

4.

5.

Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to these beliefs. Which segment of environmental activism best describes Gertrude?

Eco-Centrists Proud Traditionalists Frugal Earth Mothers Eco-Chic None of the choices are correct.

Answer: A

Explanation: Eco-Centrists 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

30.

1.

2.

3.

4.

5.

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?

Green Naives Eco-Villains Skeptical Individuals Proud Traditionalists None of the choices are correct.

Answer: B

Explanation: Eco-Villains are highly dismissive of environmental concerns and don’t believe global warming exists.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

31.

1.

2.

3.

4.

5.

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?

Frugal Earth Mothers Green Naives Eco-Chic Proud Traditionalists Eco-Villains

Answer: D

Explanation: Proud Traditionalists’ environmental efforts are focused on keeping their home running efficiently and effectively (insulation and water-efficient products).

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

32.

Which of the following is one of the defining characteristics of American society?

1.

2.

3.

4.

5.

aversion to change collectivism individualism extended family status

Answer: C

Explanation: Individualism is one of the defining characteristics of American society.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

33.

Individualism affects which of the following?

1.

2.

incentive systems for salespeople advertising themes

3.

4.

5.

product design customer complaining behavior All of these choices are correct.

Answer: E

Explanation: Individualism affects incentive systems for salespeople, advertising themes, product design, and customer complaining behavior.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

34.

1.

2.

3.

4.

5.

Consumers higher in individualism are more likely to __________ when faced with poor service performance.

complain switch engage in negative word-of-mouth complain and switch complain, switch, and engage in negative word-of-mouth

Answer: E

Explanation: Consumers higher in individualism are more likely to complain, switch, and engage in negative wordof-mouth when faced with poor service performance.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

35.

1.

2.

3.

4.

5.

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?

diversity uniformity fatalistic individualism status

Answer: D

Explanation: Consumers higher in individualism are more likely to complain, switch, and engage in negative wordof-mouth when faced with poor service performance.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Gradable: automatic

Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

36.

According to the authors, American culture increasingly values

1.

2.

3.

4.

5.

diversity. uniformity. collectivity. fatalism.

None of these choices are correct.

Answer: A

Explanation: American culture increasingly values diversity.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

37.

Which of the following statements is true regarding Americans’ other-oriented values?

1.

A strong emphasis on collectivism is one of the defining characteristics of American society.

Since World War II, Americans have increasingly valued diversity.

The impact that the family has on the individual is great.

Older people are considered wiser than young people and are looked to as models and leaders in American society.

America is a cooperative rather than a competitive society.

2.

3.

4.

5.

Answer: B

Explanation: American culture increasingly values diversity.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

38.

The value that Americans place on youth has

1.

2.

3.

4.

5.

increased dramatically in recent years. shown a slow reversal toward more value being placed on age in recent years. decreased dramatically in recent years. remained unchanged in recent years. shown a slight increase in recent years.

Answer: B

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented

values.

Topic: Other-Oriented Values

39.

A shift away from a competition oriented society would most likely affect

1.

2.

3.

4.

5.

sales force compensation. the types of decision rules used. the use of comparative advertising. the use of price as a competitive weapon.

All of these choices are correct.

Answer: C

Explanation: A shift away from a competition oriented society would most likely affect the use of comparative advertising.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

40.

1.

2.

3.

4.

5.

Marketers have responded to Americans’ increasing concern for the environment with an approach called

green marketing. clean marketing. environmental marketing. activist marketing. cause-related marketing.

Answer: A

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

41.

1.

2.

3.

4.

5.

Which of the following is not generally involved in green marketing?

developing products whose production, use or disposal is less harmful to the environment than the traditional versions of the product developing products that have a positive impact on the environment pricing products lower than the competition tying the purchase of a product to an environmental organization or event All of these choices are involved in green marketing.

Answer: C

Explanation: Pricing products lower than the competition is not generally involved in green marketing.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

42.

Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, they only purchase grain from organic farms.

They state on their 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

1.

2.

3.

4.

5.

green marketing. clean marketing. environmental marketing. activist marketing. cause-related marketing.

Answer: A

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

43.

1.

2.

3.

4.

5.

As green claims increased in number and scope, the FTC developed the __________ to help alleviate concern over the potential for marketers to mislead consumers.

Biodegradable Act of 2005 Marketing Required Guidelines Green Guides Biodegradable Act of 2005 and Marketing Required Guidelines All of these choices are were developed by the FTC.

Answer: C

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

44.

1.

2.

3.

4.

5.

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

ozone friendly biodegradable recyclable recycled content All of these choices are correct.

Answer: E

Explanation: 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: Hard Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

45.

1.

2.

3.

4.

5.

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don’t deliver is known as

eco-friendly. envirosafe. greenwashing. earthsafe.

None of these choices are correct.

Answer: C

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

46.

1.

2.

3.

4.

5.

Environmental concerns don’t guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green products are

too expensive. lower quality. not better for the environment. not green as claimed.

All of these choices are correct.

Answer: E

Explanation: Overcoming these negative perceptions is critical to the success of green marketing.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

47.

1.

2.

3.

4.

5.

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?

cause marketing social marketing personal marketing cause marketing and social marketing acause marketing, social marketing, and personal marketing

Answer: D

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

48.

__________ is done to enhance the welfare of individuals or society without direct benefit to a firm.

1.

2.

3.

4.

5.

Cause-related marketing Social marketing Personal marketing Green marketing Hybrid marketing

Answer: B

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

49.

1.

2.

3.

4.

5.

Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

cause-related marketing green marketing nonprofit marketing image marketing corporate marketing

Answer: A

Explanation: Cause-related 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: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

50.

1.

2.

3.

4.

5.

Target stores give one percent of a customer’s purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of

cause-related marketing. green marketing. nonprofit marketing. image marketing. corporate marketing.

Answer: A

Explanation: Cause-related 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: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

51.

1.

2.

Which of the following is an example of cause-related marketing (CRM)?

A company donates $10,000 to a school to purchase computers.

A company recognizes alternative lifestyles among its employees and allows benefits accordingly.

3.

A company donates $1 to Diabetes research for every purchase of its product by consumers.

4.

5.

A company features educational health information in its product advertising.

A company hires physically challenged employees.

Answer: C

Explanation: Cause-related 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: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

52.

Which of the following is a challenge facing marketers who implement causerelated marketing programs?

1.

2.

3.

It does not increase consumers’ trust in the company.

A company’s commitment to a cause is not important to most consumers.

Only a small percentage of consumers are likely to switch brands based on CRM when price and quality are equal.

4.

Consumer skepticism and apathy are demonstrated.

5.

All of these choices are correct.

Answer: D

Explanation: Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand

Difficulty: Hard Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

53.

1.

2.

3.

4.

5.

Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

skeptic balancer attribution-oriented socially concerned apathetic

Answer: A

Explanation: Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

54.

1.

2.

3.

4.

5.

John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn’t believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers?

skeptic balancer attribution-oriented socially concerned apathetic

Answer: A

Explanation: Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

55.

1.

2.

3.

4.

5.

Karen believes in cause-related programs, but she doesn’t always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong?

skeptic balancer attribution-oriented socially concerned apathetic

Answer: B

Explanation: Balancers believe in cause-related marketing but generally doesn’t act accordingly.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

56.

1.

2.

3.

4.

5.

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?

skeptic balancer attribution-oriented socially concerned apathetic

Answer: C

Explanation: Attribution-oriented consumers are concerned about motives behind cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

57.

1.

2.

3.

4.

5.

Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

skeptic balancer attribution-oriented socially concerned apathetic

Answer: D

Explanation: Socially-concerned consumers are driven by a desire to help with respect to cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

58.

1.

2.

3.

4.

5.

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?

skeptic balancer attribution-oriented socially concerned apathetic

Answer: D

Explanation: Socially-concerned consumers are driven by a desire to help with respect to cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Gradable: automatic

Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

59.

1.

2.

3.

4.

5.

What has been found to improve the results of cause-related marketing programs?

the amount of money donated the fit between the company and the cause supporting causes that help children supporting causes that help the environment longer commitments to supporting a cause

Answer: B

Explanation: The fit between the company and the cause has been found to improve the results of cause-related marketing programs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

60.

Gay consumers, like heterosexuals, vary in terms of

1.

2.

3.

4.

5.

ethnicity. geographic region. occupations. age.

All of these choices are correct.

Answer: E

Explanation:

Gay consumers, like heterosexuals, vary in terms of ethnicity, geographic region, occupations, and age.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Gradable: automatic Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

61.

1.

2.

3.

4.

5.

The LGBT (Lesbian, Gay, Bisexual, and Transgender) or gay market has been estimated to comprise __________ of the adult U.S. population.

2–5 percent 7–10 percent 12–15 percent 17–20 percent 25 percent

Answer: A

Explanation: The gay market has been estimated to comprise 4 percent of the adult U.S. population, or 10 million people.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Gradable: automatic Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

62.

1.

What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?

must have separate promotion efforts in gay and mainstream media

2.

3.

4.

5.

must have gay themes in ads placed in mainstream media must offer discounts to gay consumers must have internal policies that do not discriminate against gay employees must use cause-related marketing programs that support causes relevant to gay consumers (i.e., AIDS research)

Answer: D

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

63.

1.

2.

3.

4.

5.

Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors?

corporate equality index (CEI) corporate GLBT index corporate identity index (CII) gay rights index (GRI) green index

Answer: A

Explanation: The corporate equality index (CEI) measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

64.

1.

2.

3.

4.

5.

Which is a product or service that often needs modification when targeting gay consumers?

financial services automobiles furniture interior decorating All of these choices are correct.

Answer: A

Explanation: Same-sex marriages are not often recognized under the law, which affects Social Security benefits and estate planning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

65.

Which term is used to refer to whether a person is biologically a male or female?

1.

2.

3.

gender sex gender identity

4.

5.

gender and sex gender, sex, and gender identity

Answer: D

Explanation: 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: Hard Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

66.

__________ refers to the traits of femininity and masculinity.

1.

2.

3.

4.

5.

Gender Sex Gender identity Gender roles Gender continuum

Answer: C

Explanation: Gender identity refers to the traits of femininity and masculinity.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic

Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

67.

1.

2.

3.

4.

5.

The behaviors considered appropriate for males and females in a given society are known as

Gender.

Sex. Gender identity.

Gender roles.

Gender continuum.

Answer: D

Explanation: Gender roles are the behaviors considered appropriate for males and females in a given society.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

68.

1.

2.

3.

4.

5.

While women are vital members of the workforce in the United States, they are still considered the primary care givers of the children in a family. This represents women’s __________ in American society.

gender sex gender identity gender role gender continuum

Answer: D

Explanation: Gender roles are the behaviors considered appropriate for males and females in a given society.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

69.

1.

2.

3.

4.

5.

A(n) _____ is based on an attribute over which the individual has little or no control.

traditional role achievement role ascribed role gender identity gender orientation

Answer: C

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

70.

__________ are based on performance criteria over which the individual has some degree of control.

1.

2.

3.

4.

5.

Traditional roles Achievement roles Ascribed roles Gender roles Selective roles

Answer: B

Explanation: Achievement roles are based on performance criteria over which the individual has some degree of control.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

71.

1.

2.

3.

4.

5.

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

gender appropriate. gender consistent. traditional. modern. old-fashioned.

Answer: C

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

72.

1.

2.

3.

4.

5.

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?

gender appropriate gender consistent traditional modern old-fashioned

Answer: C

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

73.

A woman that is married where both she and her husband work and share homemaking and child care responsibilities is classified as __________ with respect to gender orientation.

1.

2.

3.

4.

5.

transgender gender inconsistent traditional modern cutting-edge

Answer: D

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

74.

1.

2.

3.

4.

5.

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.

transgender gender inconsistent traditional modern cutting-edge

Answer: D

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

75.

Which of the following is a segment of female consumers?

1.

2.

3.

4.

5.

traditional housewife trapped housewife trapped working woman career working woman All of these choices are correct.

Answer: E

Explanation: 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 Difficulty: Easy Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

76.

1.

2.

3.

4.

5.

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?

traditional housewife trapped housewife trapped working woman career working woman modern-day woman

Answer: C

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

77.

Which of the following is a reason why women are an important target market?

1.

2.

3.

4.

5.

Women-headed households represent almost 50 percent of all households.

Women are homogeneous as a group, which makes marketing to them easier.

A high percentage of women work outside the home.

Women’s purchasing power now equals men’s purchasing power.

All of these choices are correct.

Answer: C

Explanation: 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: Hard Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

78.

1.

2.

3.

4.

5.

Since women are quite diverse as a group, what other factors must marketers also consider when designing marketing communications?

ethnicity age life stage employment status All of these choices are correct.

Answer: E

Explanation: 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: Easy Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

True or False Questions 79.

Observable shifts in consumer behavior are often due to underlying shifts in cultural values.

Answer: TRUE

Explanation: 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: Easy Gradable: automatic Learning Objective: 03-01 Understand core American cultural values.

Topic: Changes in American Cultural Values

80.

America is basically a secular society.

Answer: TRUE

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

81.

Materialism is an emerging American self-oriented value.

Answer: FALSE

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

82.

Consumers’ efforts to reduce their reliance on consumption and material possessions have been termed dematerialization.

Answer: FALSE

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

83.

Americans continue to value an active approach to life.

Answer: TRUE

Explanation: Although less than half of all American adults exercise regularly, most Americans take an active approach to both leisure and problem solving activities.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

84.

Consumers labeled as “Eco-Chic” are highly committed to and concerned about the environment.

Answer: FALSE

Explanation: “Eco-Centrists” are highly committed to and concerned about the environment.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Environment-Oriented Values

85.

Consumers higher in individualism are more likely to complain, switch, or engage in negative word-of-mouth.

Answer: TRUE

Explanation: A strong emphasis on individualism is one of the defining characteristics of American society.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

86.

Americans have always valued diversity.

Answer: FALSE

Explanation: Since World War II, Americans have increasingly valued diversity.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented 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.

Answer: TRUE

Explanation: America has long been a competitive society, and this value remains firmly entrenched.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Other-Oriented Values

88.

Green marketing, like food supplement marketing, is unregulated and marketers can make unsubstantiated claims without penalty.

Answer: FALSE

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

89.

Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

Answer: TRUE

Explanation: Companies associate with causes to create long-term 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: Easy Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

90.

Consumers may doubt Toms Shoes CRM because they are tied to a charitable organization with strings attached.

Answer: FALSE

Explanation: Toms Shoes is just the opposite in that they are not tied to a charity, but rather donate shoes directly to those in need on a 1 per 1 basis of consumer purchase.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

91.

Skeptics are most likely to value the Toms Shoe approach.

Answer: FALSE

Explanation: Skeptics are the harshest on all forms of CRM.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: automatic Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related 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.

Answer: FALSE

Explanation: 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: Hard Gradable: automatic Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

93.

Compared to the general population, gay consumers tend to be less tech savvy.

Answer: FALSE

Explanation: 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: Moderate Gradable: automatic Learning Objective: 03-05 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.

Answer: FALSE

Explanation: Gender roles are the behaviors considered appropriate for males and females in a given society.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

95.

A “trapped housewife” is generally married and stays at home, but she prefers to work and does not enjoy household chores.

Answer: TRUE

Explanation: 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: Easy Gradable: automatic Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

Essay Questions 96.

Discuss changes in three of Americans’ self-oriented values.

Explanation: The chapter discussed six self-oriented value changes, and students can discuss any three:

1.

2.

3.

4.

5.

6.

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, religious-based beliefs do influence decisions. Those for whom religion is especially important are conservative in their beliefs.

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.

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.”

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.

Material/Nonmaterial—Americans have maintained a strong material orientation, resulting in a consumption-driven society. However, some consumers are reducing their reliance on consumption and material possessions, which has been termed voluntary simplicity.

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 problem-solving activities.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate

Gradable: manual Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Topic: Self-Oriented Values

97.

Define green marketing and explain what is meant by “greenwashing.”

Explanation: 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 Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: manual Learning Objective: 03-03 Discuss values as they relate to green marketing.

Topic: Green Marketing

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.

Explanation: Cause—related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause. Research has shown that CRM increases consumers’ trust in the company, claim that a company’s commitment to a social cause is important when deciding what to recommend to other people, and that they 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) Attribution-oriented (i.e., concerned about motives behind CRM), and (d) Socially concerned (i.e., driven by desire to help).

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand

Difficulty: Moderate Gradable: manual Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Topic: Cause-Related Marketing

99.

What issues must companies understand and contend with when attempting to market to the gay consumer?

Explanation: 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 gay-oriented 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 Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: manual Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Topic: Marketing to Gay and Lesbian Consumers

100.

Compare and contrast the terms gender, gender identity, and gender roles.

Explanation: 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 Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Gradable: manual Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Gender-Based Marketing

Chapter 03 Test Bank Summary Category AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Apply Blooms: Remember Blooms: Understand Difficulty: Easy Difficulty: Hard Difficulty: Moderate Gradable: automatic Gradable: manual Learning Objective: 03-01 Understand core American cultural values.

Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.

Learning Objective: 03-03 Discuss values as they relate to green marketing.

Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.

Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.

Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.

Topic: Cause-Related Marketing Topic: Changes in American Cultural Values Topic: Environment-Oriented Values Topic: Gender-Based Marketing Topic: Green Marketing Topic: Marketing to Gay and Lesbian Consumers Topic: Other-Oriented Values