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40) Baby boomers can be defined as the generation born
A) between 1918 and 1945.
B) between 1946 and 1964.
C) between 1965 and 1976.
D) between 1977 and 1994.
E) since 1995.
41) Which of the following currently affects baby boomers, and thus those that market to them,
in a significant way?
A) They are beginning to have children.
B) They are getting their high school and college educations.
C) They are currently retiring or nearing retirement age.
D) They are just being born.
E) They are beginning their primary school educations.
42) Prudential, a financial planning firm, offers retirement plans and wealth management advice.
These products are most likely targeted toward which generational cohort?
A) Generation Z
B) baby busters
C) Generation Y
D) the greatest generation
E) baby boomers
43) Olay, a personal care product firm, offers anti-aging and restoration products like its Total
Effects cleansing cloths that are best targeted toward
A) echo-boomers.
B) Generation Z.
C) Generation Y.
D) baby boomers.
E) baby busters.
44) In a recent issue of AARP The Magazine, a print ad for State Farm Insurance annuities
advises readers that "The company has helped you enjoy your time with the kids and it can now
help you enjoy your time without them." The ad is most likely targeted toward which
generational cohort?
A) echo-boomers
B) Millennials
C) Generation Yers
D) baby boomers
E) baby busters
45) Generation X is defined as the generation of children born
A) between 1946 and 1964.
B) between World War I and World War II.
C) between 1965 and 1976.
D) between 1977 and 1994.
E) since the millennium.
46) The 50 million people born between 1965 and 1976, also called the ________, refers to
Generation X.
A) Generation Y
B) baby bust
C) millennials
D) baby boomers
E) Generation Z
47) The generational cohort known as ________ was born during the baby bust era when the
number of children born each year was declining.
A) Generation Z
B) Generation Y
C) millennials
D) Generation X
E) baby boomers
48) ________ is the generational cohort described as self-reliant, supportive of racial and ethnic
diversity, better educated than previous generations, and not prone to extravagance.
A) Generation Z
B) Generation Y
C) Millennials
D) Generation X
E) Baby boomers
49) Generation X consumers are
A) likely to rely on others.
B) authoritative decision makers.
C) very prone to extravagance.
D) generally supportive of racial and ethnic diversity.
E) poorly educated.
50) Generation X
A) is the least healthy generation since the 1940s.
B) accounts for the smallest percentage of consumer spending among generational cohorts.
C) is now the largest segment of business travelers.
D) is notable for its interest in distinctive, memorable, and personal experiences.
E) is a label often used synonymously with the term millennials.
51) Americans born between 1977 and 1994 are referred to as
A) Generation X.
B) baby boomers.
C) Generation Y.
D) baby busters.
E) Generation Z.
52) Generation Y is defined as the generation of children born
A) between World War I and World War II.
B) between 1946 and 1964.
C) between 1965 and 1976.
D) between 1977 and 1994.
E) since the millennium.
53) Generation Y is considered part of the
A) echo-boom.
B) baby boom cohort.
C) baby bust.
D) the revolution generation.
E) Generation 25.
54) Though definitions are inconsistent, Generation Y, especially its younger members, are
frequently associated with
A) the echo bust.
B) the baby bust.
C) the lost generation.
D) the baby boomerang.
E) millennials.
55) Members of Generation Y are more likely than other generational cohorts to influence
A) luxury air travel.
B) health care and insurance.
C) retirement plans.
D) sports.
E) automobile design.
56) According to population estimates, ________ have recently surpassed baby boomers as the
largest living generation, with 75 million people.
A) the gray market.
B) baby busters.
C) Generation X.
D) the baby boomerang.
E) millennials.
57) Members of Generation Y, sometimes known as ________, are interested in sustainability,
including sustainable campus communities.
A) activists
B) sustainers
C) progressives
D) reformers
E) millennials
58) Millennials are technologically savvy, innovative, ambitious, and determined to make the
world a better place. A major way they hope to achieve their goal is through
A) environmental responsibility.
B) political activism.
C) intergenerational dialogue.
D) fiscal conservatism.
E) educational reform.
59) For millennials, "positive business" involvement means
A) engaging in free market economics with fair but limited regulations to manage exchange
relationships.
B) being part of a movement that balances the interests of shareholders, employees, and society.
C) exploiting a nation's natural resources for the betterment of its society.
D) seeking advanced jobs in agriculture that emphasize economies of scale in farming and
ranching.
E) executing an aggressive strategy regarding oil and natural gas exploration to make the United
States energy independent.
60) All of the following statements are true except which?
A) LEED stands for Leadership in Energy and Environmental Design.
B) Today's college graduates now seek green jobs that involve some aspect of social
responsibility.
C) Colleges of business have yet to establish sustainability course electives or environmental
clubs.
D) Many students want to be involved with organizations such as Net Impact to use business to
improve the world.
E) Millennials want to make a difference by making the world a better place.
61) The post-millennial generation that includes consumers born between 1995 and 2010 is
known as
A) Generation X.
B) baby busters.
C) the lost generation.
D) the greatest generation.
E) Generation Z.
62) Members of Generation Z are most likely to influence marketers' offerings in which of these
categories?
A) furniture design
B) medical devices
C) retirement plans
D) e-textbooks
E) vacation resorts
63) Approximately one in ________ U.S. residents is African American, American Indian or
Alaska Native, Asian American, or Native Hawaiian or Pacific Islander.
A) ten
B) seven
C) five
D) three
E) two
64) Of the following, which racial or ethnic group had the greatest economic impact in the
United States in terms of its buying power?
A) Asian Americans
B) Hispanics
C) African Americans
D) American Indian and other native populations
E) Indian immigrants (from India)
65) Combinations of the marketing mix that reflect the unique attitudes, ancestry,
communication preferences, and lifestyles of different races and ethnic groups are referred to as
________ marketing programs.
A) panethnic
B) generational
C) cross-cultural
D) multicultural
E) regional
66) Multicultural marketing refers to combinations of the marketing mix that reflect the unique
attitudes, ancestry, communication preferences, and lifestyles of different
A) races or ethnic groups.
B) nations.
C) religions.
D) generational cohorts.
E) genders.
67) Recognized for excellence by Advertising Age magazine, Alma creates advertising to reach
diverse segments by searching "for that intangible fiber that touches the lives of consumers
creating relevant and unique business-building communication ideas." Alma has created
Hispanic campaigns for McDonald's, Sprint, and Clorox as a part of their programs incorporating
A) psychographic differences.
B) population inputs.
C) multicultural marketing.
D) a value consciousness.
E) macroeconomics.
68) The set of values, ideas, and attitudes that are learned and shared among the members of a
group is referred to as
A) customs.
B) morals.
C) norms.
D) culture.
E) ethics.
69) Culture refers to the
A) moral and ethical beliefs of a family passed down from generation to generation.
B) set of values, ideas, and attitudes that are learned and shared among the members of a group.
C) pastimes associated with the fine arts, such as ballet, music, and theater.
D) standard or pattern of behaviors that is typical or expected of a group.
E) description of a population according to selected characteristics such as age, gender, ethnicity,
income, and occupation.
70) Culture is a component of what type of environmental force that must be scanned to assess
its impact on the organization's marketing environment?
A) regulatory
B) technological
C) competitive
D) economic
E) social
71) Changing attitudes toward sex roles are sometimes expressed today as ________ in both
product design and promotion.
A) traditional stereotypes
B) gender neutrality
C) data-driven specifications
D) post-modern norms
E) overt sexual themes
72) Which one of the following is a commonly held value in the United States today?
A) sustainability
B) tradition
C) group welfare
D) nostalgia
E) acceptance of birthright
73) Two increasingly important values for consumers around the world are
A) self-esteem and fitness.
B) wealth and upward mobility.
C) patriotism and friendship.
D) family and entertainment.
E) sustainability and social action.
74) Colgate's "Every Drop Counts" water conservation campaign asks consumers to pledge to
save water by turning off the faucet while brushing their teeth. This is an example of which
increasingly common cultural value?
A) social action
B) competition
C) reducing inequality among competing brands
D) believing in fate
E) reducing cognitive dissonance
75) Many consumers are committed to brands with a strong link to social action. An example of
this would be
A) McDonald's "I'm Lovin' It" campaign.
B) Colgate's "Every Drop Counts" campaign.
C) Diesel's "Be Stupid" campaign.
D) Liz Claiborne's "Claiborne for Men" campaign.
E) Samsung's "The Jitterbug" campaign.
76) Walmart has set ambitious goals to cut energy use by buying more local products, reducing
packaging, and switching to renewable power in response to customers'
A) changing values.
B) changing population composition.
C) changing demographics.
D) changing regulatory forces.
E) changing ethnic composition.
77) The economy is defined as
A) the independent financial factors that are not affected by changes in government spending.
B) the purchase of the highest quality product for the lowest possible price.
C) the production, distribution, and consumption of products, services, and ideas by households.
D) the income, expenditures, and resources that affect the cost of running a business and
household.
E) the forces within a manufacturer's control that affect the demand and supply its offerings.
78) A sudden drop in the average consumer income would be an example of which
environmental force?
A) economic
B) competitive
C) technological
D) social
E) regulatory
79) Oil prices have an impact on transportation costs for many types of products. Should oil
prices change, the price consumers pay for products is often adjusted accordingly. Changing oil
prices would be an example of ________ force.
A) a social
B) an economic
C) a technological
D) a competitive
E) a regulatory
