48. According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to U.S.-
born parents, has the highest education and income levels, is most likely to identify themselves as Americans, is
most likely to have English as the primary language, and is somewhat less likely to ascribe to traditional values?
A. First-generation adults
B. Second-generation adults
C. Third-generation adults
D. Primary-generation adults
E. Secondary-generation adults
49. Maria’s grandparents immigrated from Mexico, but her parents were both born in the United States. She has an
MBA and earns the highest income in her family, she identifies herself as an American, speaks English as her
primary language, and does not ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic
Center’s generations of Hispanic adults, to which generation does Maria belong?
A. First-generation adults
B. Second-generation adults
C. Third-generation adults
D. Primary-generation adults
E. Secondary-generation adults
50. Which religion heavily influences the Hispanic culture?
A. Protestantism
B. Buddhism
C. Islam
D. Judaism
E. Roman Catholicism
51. Which of the following statement(s) is/are true about U.S. Hispanic women or Latinas?
A. More and more Hispanic women are becoming the primary breadwinner in their homes.
B. Almost three-fourths of Latinas are enrolled in college.
C. Latinas average 6 hours per week using their smart devices to watch videos, surf the Internet, etc.
D. All of these choices are correct.
E. More and more Hispanic women are becoming the primary breadwinner in their homes and almost three-fourths
of Latinas are enrolled in college only.
52. Companies interested in marketing to the U.S. Latina should strive to do which of the following in reaching this
market?
A. Stress “Americanized” culture.
B. Downplay Hispanic traditions.
C. Communicate only in English.
D. Encourage social media communications.
E. Stress “Americanized” culture and downplay Hispanic traditions only.
53. Which of the following statements is false regarding marketing to Hispanics?
A. Hispanic consumers tend to be highly brand loyal.
B. Hispanics tend to be more receptive than the general market to store brands.
C. Serious attempts to target Hispanics will often involve Spanish-language media.
D. Hispanics have historically lagged behind the general population in terms of Internet usage.
E. The primary retailing responses to this market have been increasing the number of bilingual salespeople, the use
of Spanish language signs, directions, and point-of-purchase displays, and merchandise assortments that reflect the
needs of the local Hispanic community.
54. Which of the following is not a way that retailers have responded to the needs of the Hispanic market?
A. lowering prices on nationally-branded products
B. increasing the number of bilingual salespeople
C. using Spanish language signs and directions
D. using Spanish language point-of-purchase displays
E. having merchandise assortments that reflect the needs of the local Hispanic community
55. Which subculture is the most diverse group, with numerous nationalities, languages, and religions?
A. Hispanics
B. African Americans
C. Asian Americans
D. Native Americans
E. Asian-Indian Americans
56. Which of the following represents the largest national background of Asian Americans?
A. Chinese
B. Filipino
C. Japanese
D. Korean
E. Vietnamese
57. Most Asian Americans come from home cultures influenced by __________, which emphasizes subordination
of the son to the father, the younger to the elder, and the wife to the husband.
A. traditionalism
B. Judaism
C. Protestant Ethics
D. Confucianism
E. Islam
58. Henry was born in the United States, but his parents were born in China. He was brought up to be subordinate to
his father and his elders, and, when he marries, he will expect his wife to be subordinate to him. Henry is influenced
by
A. traditionalism.
B. Judaism.
C. Protestant Ethics.
D. Confucianism.
E. Islam.
59. Market Segment Research found three groups of Asian Americans on the basis of their demographics and
attitudes that cut across nationality groups. Which of the following is one of the segments identified?
A. Confucianists
B. Conformists
C. Traditionalists
D. Market followers
E. All of these choices are correct.
60. In terms of the Asian American market, which segment identified by Market Segment Research is older, often
retired, has strong identification with their original culture, tends to use their native language as their primary
language, and is not concerned about status?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
61. John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks
primarily Japanese and is not concerned about status. Which segment of the Asian American market identified by
Market Segment Research best describes John?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
62. Frank Chen is a Chinese immigrant in his mid-50s and has a Master’s degree in Engineering from MIT. He is a
conservative professional with no need or desire for native-language programming. He is willing to pay premium
prices for high quality products. Which segment of the Asian American market identified by Market Segment
Research best describes him?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
63. Which segment of Asian Americans identified by Market Segment Research is younger, has moderate
identification with their native culture, tends to be bilingual, and are spontaneous, materialistic, and impulsive
shoppers who are concerned with status and quality?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market leaders
E. Contented
64. Li Ming is an Asian American of Chinese dissent and is young, has a moderate identification with her native
culture, is bilingual, and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and
quality. Which segment of the Asian American market identified by Market Segment Research best describes her?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market leaders
E. Contented
65. The generation of Asian Americans which was born in the United States to immigrant parents is sometimes
referred to as
A. Generation 2.0.
B. the Next Generation.
C. the Millenials.
D. Generation American.
E. Generation 3.0.
66. There are several Asian American markets, based primarily on nationality and language. Each of these in turn
can be further segmented on
A. degree of acculturation.
B. social class.
C. generation.
D. lifestyle.
E. All of these choices are correct.
67. Which of the following is an important means of reaching virtually all of the native-language speakers of any
nationality nationwide?
A. Broadcast television
B. Direct broadcast satellite (DBS)
C. Cable television
D. Sports Illustrated magazine
E. Satellite radio
68. Which of the following statements is true regarding marketing to Asian Americans?
A. Asian Americans are not highly tech savvy or heavy users of the Internet.
B. Effective communication is achieved by simply translating ad copy.
C. Geographic concentration is aiding marketing efficiency.
D. There are very limited options for reaching this market through television.
E. The purchasing power of this group and its various segments is not attractive enough for marketers to pursue it
seriously.
69. The U.S. Census reports Native Americans by
A. one tribe only.
B. one tribe only or in combination with another tribe.
C. one tribe only or in combination with another tribe plus in combination with any other race.
D. one tribe only and one tribe only or in combination with another tribe.
E. one tribe only, one tribe only or in combination with another tribe, and one tribe only or in combination with
another tribe plus in combination with any other race.
70. Which of the following is the largest multiracial Native American tribe?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
71. Kamama is a Native American from the largest tribe in the United States. Which tribe does she come from?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
72. While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural traits.
Which of the following is not one of these shared traits?
A. They place a great value on education, particularly their children’s education.
B. They are concerned with financial security and save at a rate much higher than the average American.
C. Husbands and wives tend to share an equal role in family decisions.
D. They do not have a “throw-away” mentality; they shop for value and look for quality and durability.
E. All of these above are shared traits.
73. Which of the following is not a country from which Arab Americans come?
A. Morocco
B. Algeria
C. Egypt
D. Saudi Arabia
E. Israel
74. What percentage of Arab Americans are U.S. citizens?
A. less than 20 percent
B. 25 percent
C. 40 percent
D. 75 percent
E. more than 80 percent
75. Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong?
A. Hispanic
B. Asian American
C. Asian-Indian American
D. Arab American
E. Native American
76. America is basically a __________. That is, the educational system, government, and political process are not
controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines.
A. godless society
B. secular society
C. religious society
D. non-Christian society
E. regional society