49) When a company attempts to appeal to the same target market across countries, for example,
by using the same images and copy on a specific product advertisement but changing only the
language in which the copy is displayed, that company is taking into account
A) regional culture.
B) consumer culture.
C) geographic culture.
D) country culture.
E) marketing culture.
50) When considering the use of a radio commercial in England that was designed for U.S.
markets, a marketer would likely need to consider which of the following aspects of culture that
might be different between the two countries?
A) dress
B) symbols
C) demographics
D) language
E) social trends
51) In New England, foot-long sandwiches are called “grinders,” while in many other parts of the
country they are called “subs.” This is an example of the impact of
A) regional culture.
B) country culture.
C) generational factors.
D) social trends.
E) regulatory factors.
52) The shift of population from the Rust Belt in the North to the Sun Belt in the South and
Southwest will likely
A) decrease national cultural identity.
B) reduce regional cultural differences.
C) make it difficult to collect demographic information.
D) create a demand for a new generational cohort.
E) make it more difficult for companies to differentiate their products.
53) Typical demographic data include all of the following except
A) gender.
B) income.
C) race.
D) education.
E) language differences.
54) When marketers look at advertising media they often begin with viewer or listener profiles
such as age, income, gender, and race. They then compare the media profile with their target
audience. These marketers are using ________ to see if the media “fit” with their advertising
agenda.
A) country culture
B) regional culture
C) demographics
D) micromarketing measures
E) scenario planning
55) Generational cohorts are groups of people of the same generation who have similar
________ because they have shared experiences and are in the same stage of life.
A) regional cultures
B) inflationary expectations
C) political affiliations
D) purchase behaviors
E) cultural values
56) After conducting some targeted research, Bugaboo International decided to design a new
type of children’s stroller that would appeal more to men: a high-tech, black-and-chrome version
with dirt bike tires. This research was based on
A) cultural expectations.
B) social trends.
C) demographic data.
D) marketers’ general perceptions.
E) green marketing.
57) ________ is distinguished from the other generational cohorts in that the group’s oldest
members are now collecting Social Security.
A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z
58) Marketers wanting to use social media to reach consumers should understand that people in
the ________ group were born into a world that was already full of digital technologies such as
the Internet and social networks.
A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z
59) The first “latchkey” children belong to which generational cohort?
A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z
60) Marketers will often decide which population segments to target based on income because
income determines consumer
A) purchasing power.
B) education level.
C) marketing influence.
D) desirability.
E) occupational level.
61) ABC Company knew that its customers were interested in environmentally friendly business
practices, so it began marking all of its products as environmentally friendly because they were
made with all-natural ingredients, even though ABC’s plant was one of the worst polluters in
town. The term for this practice is
A) deceptive advertising.
B) greenwashing.
C) environmental exploitation.
D) virtual greening.
E) enviromarketing.
62) When considering income as a demographic variable affecting marketing efforts, marketers
need to recognize that
A) everyone is equal.
B) income in the United States has become more unevenly distributed.
C) everyone has been equally affected by the recession.
D) there is increasing purchasing power among lower-income groups.
E) middle-income consumers are quickly becoming upper-income consumers.
63) Astute marketers recognize that the increasing disparity of income between upper– and
lower-income groups
A) will create inflationary expectations.
B) will disappear as ethnicity becomes a stronger consideration.
C) will create opportunities to provide value to each group.
D) will vanish once the recession ends.
E) is attributable to more people shopping online.
64) Which ethnic group has shown to have increasing influence on mainstream U.S. culture,
which, in turn, will impact the way firms approach their marketing strategy to this group?
A) Hispanics
B) Asians
C) Pacific Islanders
D) Native Americans
E) Eastern Europeans
65) For some products, marketers can combine education level with other data like occupation
and income to obtain
A) a sense of consumers’ regional culture.
B) consumers’ value sensitivity quotient (VSQ).
C) the educational value equation.
D) complete profiles of individual consumers.
E) accurate predictions of purchasing behavior.
66) Marketers know that, compared to high school graduates who are working full time, college
students
A) will earn less over their working lifetime.
B) spend their disposable dollars differently.
C) are less likely to buy textbooks.
D) have almost identical spending patterns.
E) are more likely to drink beer and less likely to drink wine.
67) As gender roles have blurred, status, attitudes, and behaviors related to gender have shifted.
This means that marketers must
A) replace all gendered marketing with nongendered marketing.
B) remove gender as a factor in their promotional materials.
C) be careful about gender neutrality in positioning their products.
D) maintain gender boundaries in all their marketing efforts.
E) reinforce the importance of gender roles.
68) The results of the 2010 census suggest that the number of black households earning more
than $75,000 has increased by 47 percent since 2005. Why is this detail important to marketers?
A) They have become more affluent, which positively impacts their purchasing power.
B) They have become more affluent, which negatively impacts purchasing power.
C) They have become more suburban, which has no impact on their purchasing power.
D) They have become older and therefore more careful about their purchasing power.
E) They have become a more desirable marketing segment regardless of their purchasing power.
69) Marketers in the United States are paying increasing attention to ethnic groups because
A) they represent a majority of the population in nonurban areas of the country.
B) approximately 80 percent of all population growth in the next 20 years is expected to come
from minority groups.
C) they are more susceptible to marketing messages.
D) government subsidies assist marketers attempting to communicate value to these groups.
E) country culture is replacing regional culture as a key marketing consideration.
70) Greater emphasis on health and wellness concerns, greener consumers, and privacy concerns
are all ________ that shape consumer values and impact marketing.
A) macroeconomic trends
B) environmental trends
C) social trends
D) competing trends
E) generational trends
71) As the fastest growing ethnic population in the United states, Asian Americans represent
A) a consumer group for marketers to explore as a potential opportunity.
B) the easiest consumer group for marketers to access.
C) too populous a consumer group for marketers to segment.
D) too uniform a consumer group for marketers to segment.
E) too disparate a consumer group for marketers to segment.
72) Strategic efforts to supply consumers with environmentally friendly merchandise are called
A) reduce, reuse, recycle.
B) green marketing.
C) the green generation.
D) the inconvenient truth.
E) earth marketing.
73) By offering environmentally responsible products, green marketers
A) undercut prices of nonenvironmentally responsible marketers.
B) keep costs much lower than those of competitors.
C) make consumers feel guilty for buying other products.
D) add value that other products do not have.
E) All of the choices are correct.
74) Many U.S. consumers are purchasing hybrid automobiles because they leave less of a carbon
footprint. These consumers are called
A) green consumers.
B) smart consumers.
C) hybrid consumers.
D) economical consumers.
E) greenwashing consumers.
75) What retailer, in 2013, suffered a massive security breach that allowed hackers to steal credit
and debit card information for millions of customers?
A) Macy’s
B) Target
C) Kmart
D) Sears
E) JCPenney
76) What technological advancement enables a firm to track an item from the moment it was
manufactured, through the distribution system, to the retail store, and into the hands of the final
consumer?
A) RFID tags
B) JIT inventory systems
C) data mining systems
D) greenwashing
E) Internet cookies
77) An advance in technology called RFID makes it easier for manufacturers, distributors, and
retailers to track items through production, distribution, and sales. This advance helps the firm
A) increase value to the consumer through media effectiveness promotion.
B) tailor its marketing messages.
C) meet inventory needs.
D) communicate with consumers on social media sites.
E) replace services with products.
78) When marketers monitor the economic situation affecting their target markets, they are likely
to monitor changes in all of the following except
A) purchasing power.
B) interest rates.
C) inflation.
D) age.
E) currency exchange rates.
79) If the inflation rate in Mexico was twice the rate in the United States, but the Mexican
monetary authorities kept the peso-dollar exchange rate almost constant, which of the following
would be true?
A) The high inflation rate in Mexico would increase its citizens’ purchasing power.
B) The high inflation rate in Mexico would mean that its products would cost less overall.
C) Mexican products would be less expensive, while U.S.-made products would become
comparatively more expensive.
D) Mexican products would be more expensive, while U.S.-made products would become
comparatively less expensive.
E) U.S.-made products would become less attractive to purchase.
80) Laws that prohibit the formation of monopolies or alliances that would damage a competitive
marketplace benefit consumers through
A) increased choices.
B) higher prices.
C) protection from false advertising.
D) fair debt collection practices.
E) fewer competitors.
81) Which of the following groups were born into a world where the Internet and other digital
technologies already existed?
A) Baby Boomers
B) Generation W
C) Generation X
D) Generation Y
E) Generation Z
82) Which macroenvironmental factor influences what, why, how, where, and when consumers
buy?
A) culture
B) corporate partners
C) competition
D) company
E) competencies
83) When Kimberly-Clark introduced rolls of toilet paper without the cardboard core, what
social trend did this product respond to?
A) green marketing
B) time-poor society
C) cultural diversity
D) technological advances
E) regulatory issues
84) If McDonald’s wanted to change its marketing strategy in response to the social trends
outlined in the text, it might consider all of the following ideas except
A) offering an expanded menu of healthy options.
B) making nutritional information readily available to consumers.
C) using recycled paper in its food packaging.
D) using solar power in its restaurants.
E) creating an advertising campaign targeting elementary schoolchildren.
85) Suppose that you are the vice president of marketing for Target, the large retail store chain.
You want to keep your website and in-store services current with technological advances. You
might consider experimenting with what is most likely the next expected development in mobile
technology, which is
A) wireless payments from mobile devices.
B) location-based social media applications.
C) mobile devices completely replacing desktop and laptop computers.
D) devices that block smartphone usage in retail stores.
E) RFID tags.
86) Some companies have been accused of taking advantage of the current social trend of green
marketing, positioning their products as environmentally friendly when this may not actually be
the case. This is called
A) fake greening.
B) greenwashing.
C) greenbaiting.
D) green puffery.
E) red marketing.
87) Advertisements for Subway’s Fresh Fit for Kids meal features a child being active, swinging
on a tire swing. This ad is in direct response to which social trend?
A) environmentalism
B) outdoor recreation
C) health and wellness
D) green marketing
E) sustainable farming
88) The political/regulatory environment comprises political parties, governmental organizations,
and
A) legislation and laws.
B) citizens.
C) interest groups.
D) for-profit and nonprofit businesses.
E) international influences.