978-1260100044 Test Bank Chapter 3 Part 3

3-32

of McGraw-Hill Education.

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. Lisa is a single mother of two and works two jobs to provide for her family and derives little or no satisfaction

from employment. To which market segment would Lisa belong?

A. traditional housewife

B. trapped housewife

C. trapped working woman

D. career working woman

E. modern-day woman

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

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

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

C. A high percentage of women work outside the home.

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

E. All of these choices are correct.

78. Since women are quite diverse as a group, what other factors must marketers also consider when designing

marketing communications?

A. ethnicity

B. age

C. life stage

D. employment status

E. All of these choices are correct.

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

80. America is basically a secular society.

81. Materialism is an emerging American self-oriented value.

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

dematerialization.

83. Americans continue to value an active approach to life.

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

3-35

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: Environment-Oriented Values

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

86. Americans have always valued diversity.

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.

88. Green marketing, like food supplement marketing, is unregulated and marketers can make unsubstantiated

claims without penalty.

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.

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

91. Skeptics are most likely to value the Toms Shoe approach.

3-37

of McGraw-Hill Education.

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.

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

94. Gender roles refer to the traits of femininity and masculinity.

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

household chores.

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:

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

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

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

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

Chapter 03 Test Bank Summary