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52.
Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the
Hispanic teen market. Which of the following would have the greatest impact on this market by helping
Hispanic bicultural teens differentiate from the U.S. mainstream?
53.
Which of the following statements is FALSE regarding marketing to Hispanics?
54.
Which of the following is NOT a way that retailers have responded to the needs of the Hispanic
market?
55.
Which subculture is the most diverse group, with numerous nationalities, languages, and religions?
56.
Which of the following represents the largest national background of Asian Americans?
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.
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 _____.
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?
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?
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?
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?
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 includes spontaneous, materialistic,
and impulsive shoppers who are concerned with status and quality?
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?
65.
The generation of Asian Americans that was born in the United States to immigrant parents is
sometimes referred to as _____.
66.
There are several Asian American markets, based primarily on nationality and language. Each of these
in turn can be further segmented on _____.
67.
Which of the following is an important means of reaching virtually all of the native-language speakers
of any nationality nationwide?
68.
Which of the following statements is TRUE regarding marketing to Asian Americans?
69.
The U.S. Census reports Native Americans by _____.
70.
Which of the following is the largest Native American tribe?
71.
Huata is a Native American from the largest tribe in the United States. Which tribe does she come
from?
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?
73.
Which of the following is NOT a country from which Arab Americans come?
Topic: Arab Americans
74.
What percentage of Arab Americans are U.S. citizens?
75.
Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal
belong?
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.
77.
The different religions in America prescribing differing values and behaviors are known as religious
_____.
78.
Much of the American value system and the resultant political and social institutions are derived from
the _____ beliefs of the early settlers.
79.
Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very
strong commitment to their religious beliefs, having had a "born-again" experience, and encouraging
others to believe in Jesus Christ?
80.
Which type of subculture arises as a result of climatic conditions, the natural environment and
resources, the characteristics of the various immigrant groups that have settled there, and significant
social and political events?
True / False Questions
81.
A subculture is a segment of a larger culture whose members share distinguishing values and patterns of
behavior.
82.
Ethnic groups are the most commonly described subcultures.
83.
The U.S. Census has projected for the African American population to reach 20 percent of the overall
population in the United States by 2030.
84.
The relatively faster growth rate of non-European groups is due to a higher birthrate among some of
these groups and to greater immigration.
85.
Asian Americans are predicted to be the fastest-growing ethnic subculture in the United States between
2010 and 2030.
86.
Marketing to African Americans should be based on the same principles as marketing to any other
group.
87.
The Census Bureau defines Hispanic as a person of Cuban, Mexican, Puerto Rican, South or Central
American, or other Spanish culture or origin regardless of race.
88.
Hispanics mostly speak English and prefer English-language media.
89.
(p. 165)
Asian Americans are the highest educated and highest income group with substantial purchasing power.
90.
Geographic concentration of the Asian American market enhances marketing efficiency.
91.
The Choctaw are the largest Native American tribe.
92.
India is a homogeneous country.
93.
More than 80 percent of Arab Americans are U.S. citizens.
94.
America is basically a secular society.
95.
Muslims in America are culturally diverse, including Arab Americans, African Americans, Asian
Americans, and Hispanics.
Essay Questions
96.
A German electronics manufacturer is expanding into the United States. This company has
commissioned your company, a marketing research firm, to explain the various subcultures in this
country. Explain the concept of subcultures, and briefly describe the three main subcultures discussed in
this chapter.
97.
Name and describe 4 of the 11 African American market segments identified by Yankelovich.
98.
Target, the national retailer, is opening several new stores in predominantly Hispanic communities.
Explain how Target should modify its business to adequately serve the needs of this market.
99.
Discuss the emerging trends regarding the Asian American market that are worth watching.
100.
Much of the American value system and the resultant political and social institutions are derived from
the Christian beliefs of the early settlers. Discuss the forms Christianity takes in this country.
