57.
Roger is an adult who has moved back in with his parents. He doesn’t believe in sacrificing time,
energy, and relations to the extent he sees older workers do for the sake of career or economic
advancement. He has a master’s degree but does not want to work for a large corporation. To which
generation does Roger most likely belong?
58.
Individuals born between 1977 and 1994 belong to which generation?
59.
Amie was born in 1991. Her mother is a college professor, and her father is an attorney. She’s not sure
what she wants to do when she grows up, but she knows she will go to college and embark on a career
of her own. She was amazed when her grandmother told her that women really couldn’t do that when
she was young. If a woman did work, choices were usually limited to becoming a teacher, a secretary,
or a nurse. Her grandmother told her that she was a secretary, but after she started having children, she
left the workforce and stayed home to raise her children, which was common for most women at that
time. That concept was totally foreign to Amie. To which generation does she belong?
60.
The children of the original baby boomers are known as _____.
61.
Generation Y is sometimes referred to as the _____.
62.
Placing ads in video games is known as _____.
63.
The newest generation born after 1994 is referred to as _____.
64.
Erin is 12 years old. Which label is appropriate for Erin?
65.
Stephanie is 17 and belongs to the high school drill team. One of her best friends is Bobby, the team
manager who is openly gay. Which label is appropriate for Stephanie?
66.
Late adolescents and early teens are known as _________.
67.
One’s position relative to others on one or more dimensions valued by society is known as one’s _____.
68.
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to
attitudes, values, and lifestyles is known as a _____.
69.
The more consistent an individual is on all status dimensions, the greater the degree of _____ for the
individual.
70.
Carl is a physician earning $300,000 per year. Using the Coleman-Rainwater system, identify the social
class to which Carl belongs
71.
Which term describes consumers’ purchase and use of automobiles, homes, yachts, clothes, and so forth
primarily to demonstrate their great wealth?
72.
Nouveaux riches are most commonly associated with the _____.
73.
The upper-middle class achieve their social position primarily _____.
74.
Which social class consists of skilled and semiskilled factory, service, and sales workers?
75.
Which social class consists of office workers, schoolteachers, lower-level managers, plumbers, and
factory supervisors?
76.
Buzz is a self-employed construction worker. He is proud of his ability to do “real work” and sees
himself as the often-unappreciated backbone of America. He dislikes the upper-middle class and prefers
products and stores positioned toward his social-class level. Which term best describes Buzz?
77.
Which social class consists of individuals who are poorly educated, have very low incomes, and work as
unskilled laborers?
78.
Earl did not complete high school and works as a janitor at two jobs. His income is very low, and he
does not possess any skills to help him get a better paying job. Which social class best describes Earl?
79.
Which social class has low incomes and minimal education, may be unemployed for long periods of
time, and is the major recipient of government support and services provided by non-profit
organizations?
80.
What two basic approaches are used to measure social status?
81.
Which of the following is NOT a common single-item index of social class?
82.
In the Hollingshead Index of Social Position, which is TRUE?
True / False Questions
83.
Demographics describe a population in terms of its size, distribution, and structure.
84.
Education is probably the most widely applied single cue we use to initially evaluate and define
individuals we meet.
85.
More than 50 percent of Americans have completed college.
86.
Education provides a complete explanation for consumption patterns.
87.
Income enables purchases but does not generally cause or explain them.
88.
Adjusted gross income (AGI) is an estimate by the consumer of how much money he or she has
available to spend on nonessentials.
89.
Gerontographics is one segmentation approach to the mature market that incorporates aging processes
and life events to the physical health and mental outlook of older consumers.
90.
The Depression generation is composed of those individuals born before 1930.
91.
Baby boomers are characterized by high education levels, high incomes, and dual-career households.
92.
The baby boom generation is the first American generation to seriously confront the issue of “reduced
expectations.”
93.
Generation X is facing the major challenge of being the caretaker of their parents.
94.
The children of the original baby boomers, generation Y born between 1977 and 1994, are sometimes
referred to as the “baby bust” generation.
95.
The newest generation born after 1994 is known as the Millennials.
96.
Generation Z are more “risk takers” than Generation X or Generation Y.
97.
Many upper-upper class consumers exhibit “conspicuous consumption.”
98.
The Hollingshead Index of Social Position (ISP) is based on four socioeconomic factors: occupation,
source of income, house type, and dwelling area.
99.
The Hollingshead Index of Social Position (ISP) takes into consideration the rapid expansion of the role
of women.
100.
According to the “consumer insight” in your text, social class is the true “root” or underlying cause of
the observed pattern that lower SES consumers have poor quality diets.
Essay Questions
101.
Define the term “demographics,” explain why it is important to understand demographics in marketing,
and discuss the major demographic variables of interest to marketers.
102.
Name and briefly describe the six generations discussed in this chapter.
103.
The baby boom market is the largest generational segment in America, but also one of the most diverse.
What are the common stereotypes of the boomer market, and provide insight as to segmentation
opportunities.
104.
Define the term “social class system,” and list the social classes relevant in the United States.
105.
Discuss the two basic approaches to measuring social status.