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51.
Which of the following is an example of cause-related marketing (CRM)?
52.
Which of the following is a challenge facing marketers who implement cause-related marketing
programs?
53.
Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?
54.
John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their
product. He doesn't believe that they will make a difference because he thinks that marketers are only
concerned with profits and probably only donate a small portion of their profits to the stated cause. John
is best described as belonging to which group of consumers?
55.
Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to
patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there
when it is convenient for her to do so. Which consumer group would Karen belong?
56.
Carl likes to support marketers that support causes or charities that are important to him. However, he is
concerned about a marketer's motive behind cause-related marketing programs and uses good judgment
on which ones to support. Carl is best described as belonging to which group of consumers?
57.
Which consumer group is driven by a desire to help with respect to cause-related marketing programs?
58.
Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if
she purchases their brand or shops in their store. Even though she knows that marketers develop these
programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by
the desire to help. To which group of consumers does Maria belong?
59.
What has been found to improve the results of cause-related marketing programs?
60.
Gay consumers, like heterosexuals, vary in terms of _____.
61.
The gay market has been estimated to comprise _____ percent of the adult U.S. population.
62.
What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay
community?
63.
Which index is published by the Human Rights Campaign Foundation and measures how equitably a
company treats its GLBT (Gay, Lesbian, Bisexual, and Transgender) employees, customers, and
investors?
64.
Which is a product or service that often needs modification when targeting gay consumers?
65.
Which term(s) is(are) used to refer to whether a person is biologically a male or female?
66.
_____ refers to the traits of femininity and masculinity.
67.
The behaviors considered appropriate for males and females in a given society are known as _____.
68.
While women are vital members of the workforce in the United States, they are still considered the
primary care givers of the children in a family. This represents women's _____ in American society.
69.
A(n) _____ is based on an attribute over which the individual has little or no control.
70.
_____ are based on performance criteria over which the individual has some degree of control.
71.
A woman who is married with the husband assuming the responsibility for providing for the family and
the wife running the house and taking care of the children would be classified as _____.
72.
Catherine is married and a mother of two children. She has decided to forego her own career to stay
home with her children until they are grown and on their own. Both she and her husband have decided
that it is best for their family for him to assume the responsibility for providing financial security for
them while she takes care of the home and family. Catherine would be classified as which type of
woman?
73.
A woman who is married where both she and her husband work and share homemaking and child care
responsibilities is classified as _____ with respect to gender orientation.
74.
Rayna is married and a mother of four children. Both she and her husband share homemaking and child-
rearing responsibilities. Rayna would be classified as a _____ gender orientation.
75.
Which of the following is a segment of female consumers?
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?
77.
Which of the following is a reason women are an important target market?
78.
Because women are quite diverse as a group, what other factors must marketers also consider when
designing marketing communications?
True / False Questions
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.
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.
(p. 90)
Consumers may doubt Toms Shoes CRM because it is tied to a charitable organization with strings
attached.
91.
Skeptics are most likely to value the Toms Shoe approach.
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.
Essay Questions
96.
Discuss changes in three of Americans' self-oriented values.
97.
Define "green marketing," and explain what is meant by "greenwashing."
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.
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.
