Chapter 03 Test Bank
1. Companies which have been successful recently at targeting “involved dads” include the following except
A. Clorox
B. Kellogg’s
C. Mattel
D. Yoplait
E. Mattel and Yoplait
2. The percentage of millennial fathers in the U.S. men who have primary or shared grocery shopping
responsibilities for their household is
A. 10 percent.
B. 30 percent.
C. 60 percent.
D. 80 percent.
E. None of these choices are correct.
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.
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
3-3
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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. 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. advertising, movies, and video games
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. Religious-based 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 self-oriented 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 environment-oriented value?
A. cleanliness
B. performance/status
C. tradition/change
D. risk taking/security
E. All of these choices are environment-oriented values.
10. Which of the following is not an other-oriented value?
A. diversity/uniformity
B. masculine/feminine
C. limited family/extended family
D. tradition/change
E. individual/collective
3-5
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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?
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 these choices are correct.
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
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 these choices are correct.
3-7
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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. 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 these choices are correct.
17. Which is not a reason why Americans work long hours?
A. 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. work is meaningful and valuable to them
E. All of these choices are reasons why 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
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.
3-9
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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?
A. less than 50%
B. 50%
C. 60%
D. 75%
E. more than 75%
22. Which of the following statements is false regarding Americans’ environment-oriented values?
A. Americans have long valued cleanliness.
B. Americans traditionally have not been very receptive to change.
C. American’s risk-taking 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, and 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.
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. the Depression and World War II
E. the Depression, World War II, and the Cold War
26. Which of the following is a segment used to describe consumers with respect to their environmental activism?
A. True Blues
B. Eco-Centrists
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
3-12
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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. Which segment of environmental activists is highly dismissive of environmental concerns and doesn’t believe
global warming exists?
A. Proud Traditionalists
B. Eco-Villains
C. Green Naives
D. Eco-Chic
E. Skeptical Individuals
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. Eco-Centrists
B. Proud Traditionalists
C. Frugal Earth Mothers
D. Eco-Chic
E. None of the choices are correct.
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. Eco-Villains
C. Skeptical Individuals
D. Proud Traditionalists
E. None of the choices are correct.
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. Eco-Chic
D. Proud Traditionalists
E. Eco-Villains
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
3-14
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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?
A. incentive systems for salespeople
B. advertising themes
C. product design
D. customer complaining behavior
E. All of these choices are correct.
34. Consumers higher in individualism are more likely to __________ when faced with poor service performance.
A. complain
B. switch
C. engage in negative word-of-mouth
D. complain and switch
E. complain, switch, and engage in negative word-of-mouth
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 these choices are correct.
37. Which of the following statements is true regarding Americans’ other-oriented 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.
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 competition oriented 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 these choices are correct.
3-17
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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. 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. cause-related 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 these choices 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, 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
A. green marketing.
B. clean marketing.
C. environmental marketing.
D. activist marketing.
E. cause-related 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. Biodegradable Act of 2005 and Marketing Required Guidelines
E. All of these choices are 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 these choices are correct.
45. The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don’t
deliver is known as
A. eco-friendly.
B. envirosafe.
C. greenwashing.
D. earthsafe.
E. None of these choices are correct.
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 these choices are correct.
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. cause marketing and social marketing
E. acause marketing, social marketing, and personal marketing
48. __________ is done to enhance the welfare of individuals or society without direct benefit to a firm.
A. Cause-related marketing
B. Social marketing
C. Personal marketing
D. Green marketing
E. Hybrid marketing