TBChap 005

Chapter05
TheChangingAmericanSociety:Subcultures
Multiple Choice Questions

1.
2.
3.
4.
Sponsorshipofethniceventsis_____.
A.
B.
C.
D.
E.
unpopularbecausetheeventsdonotconnectwithethnicsubcultures
popularastheonlywayofmarketingtoethnicsubcultures
ameansofengaginganethnicsubcultureinanauthenticway
notsupportedbymajorcorporationsintheUnitedStates
alloftheabove
Asegmentofalargerculturewhosememberssharedistinguishingvaluesandpatternsofbehavioris
knownasa(n)_____.
A.
B.
C.
D.
E.
marketsegment
subculture
ethnicgroup
referencegroup
subgroup
Manycompaniesdevelopspecialmarketingmixesforasegmentofalargerculturewhosemembersshare
distinguishingvaluesandpatternsofbehavior.Thesesegmentsareknownas_____.
A.
B.
C.
D.
E.
subsegments
subgroups
secondarymarkets
subcultures
referencegroups
Thedegreetowhichanindividualbehavesinamanneruniquetoasubculturedependson_____.
A. theextenttowhichtheindividualidentifieswiththatsubculture
B. howlongtheindividualhasbeeninthiscountry
C.
theageoftheindividual
D.
theeducationoftheindividual
E. theextenttowhichothersinthatsubcultureacceptthatindividual
5-1
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
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5.
6.
WhichofthefollowingarebasesforsubculturesintheUnitedStates?
A.
B.
C.
D.
E.
ethnicgroups
religions
geographicareas
generations
alloftheabove
Whichofthefollowingarethemostcommonlydescribedsubcultures?
A.
B.
C.
D.
E.
ethnicgroups
religions
generations
genders
geographicareas
7.
WhichofthefollowingstatementsisFALSEregardingsubculturesintheUnitedStates?
A.Thedegreetowhichanindividualbehavesinamanneruniquetoasubculturedependsontheextentto
whichtheindividualidentifieswiththatsubculture.
B. Religiousgroupsarethemostcommonlydescribedsubcultures.
C.
Weareallmembersofseveralsubcultures.
D. Thereareverylargevariationswithineachsubculture.
E.
Generationsalsofunctionlikesubcultures.
8.
9.
By2030,whatpercentageoftheU.S.populationwillbemadeupofnonEuropeanethnicgroups?
A.
B.
C.
D.
E.
80percent
36percent
47percent
25percent
55percent
TheU.S.CensusBureau'soverallprojectionsofethnicsubculturesizeunderstatetheimportanceofethnic
groupstospecific_____.
A.
B.
C.
D.
E.
people
pointsinhistory
geographicregions
languages
noneoftheabove
5-2
10. _____subculturesaredefinedasthosewhosemembers'uniquesharedbehaviorsarebasedonacommon
racial,language,ornationalbackground.
A.
B.
C.
D.
E.
Ethnic
Racial
Religious
Gender
Geographic
11. WhichofthefollowingisthelargestethnicsubcultureintheUnitedStates?
A.
B.
C.
D.
E.
AfricanAmerican
Hispanic
Asian
NativeAmerican
Caribbean
12. TherelativelyfastergrowthrateofnonEuropeangroupsintheUnitedStatesisduetotheir_____.
A.
B.
C.
D.
E.
higherbirthrates
greaterimmigration
lowerdeathrates
AandB
A,B,andC
13. WhichofthefollowingwasthesourceofthemostimmigrantsintotheUnitedStatesin2009?
A.
B.
C.
D.
E.
Asia
Mexico
Europe
LatinAmerica
Africa
14. WhichofthefollowingstatementsisTRUEregardingethnicsubcultures?
A. EuropeanethnicgroupsconstituteasignificantandgrowingpartoftheU.S.population.
B.HispanicsarethelargestpopulationgroupintheSouthandinurbanareasintheNortheastandMidwest.
C. Theinfluenceofone'sethnicheritageonbehaviorisnotinfluencedbysituationalfactors.
D. Allsubculturesareverydiverse,andgeneraldescriptionsdonotapplytoallofthemembers.
E. Ethnicityistheonlyfactorthatinfluencesanindividual'sbehavior.
5-3
15. WhichofthefollowingispredictedtobethefastestgrowingethnicgroupintheUnitedStatesbetween
2010and2030?
A.
B.
C.
D.
E.
Whites
Blacks
Hispanics
Asian
SouthAmericans
16. WhichofthefollowingethnicgroupsispredictedtohavetheyoungestmedianageintheUnitedStatesin
theyear2015?
A.
B.
C.
D.
E.
Whites
Blacks
Hispanics
AsianAmericans
SouthAmericans
17. MalcolmisstudyingsubculturesintheUnitedStates.Heistryingtoidentifythesubculturethathasthe
highesteducationlevelsandmedianhouseholdincomes.Whichethnicgroupmeetsthesecriteria?
A.
B.
C.
D.
E.
Whites
Blacks
Hispanics
AsianAmericans
SouthAmericans
18. ToysRUsisexaminingsubculturesintheUnitedStatesandwantstoidentifytheethnicsubculturethat
hasthegreatestpercentageofchildrenundertheageof18.Whichethnicgroupmeetsthiscriterion?
A.
B.
C.
D.
E.
White
Black
Hispanic
AsianAmerican
SouthAmerican
19. Comparedtothewhitepopulation,AsianAmericanstendto_____.
A.
B.
C.
D.
E.
beyounger
behighereducated
haveahigherhouseholdincome
bealargersubculture
BandC
5-4
20. WhichofthefollowingisNOTasegmentoftheAfricanAmericanmarketidentifiedbyYankelovich?
A.
B.
C.
D.
E.
BroadcastBlacks
BlackisBetter
DigitalNetworkers
FaithFulfills
BlackisBeautiful
21. WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichisyounger,hasthehighest
educationandincome,andispositiveaboutthefuture?
A.
B.
C.
D.
E.
NewMiddleClass
BlackOnliners
DigitalNetworkers
BoomerBlacks
FaithFulfills
22. Jeffreyisa35yearoldAfricanAmericanwhoispositiveaboutthefuture.HedescribeshimselfasBlack,
butfeelsBlackslangshouldbeavoided.TowhichsegmentoftheAfricanAmericanmarketidentifiedby
YankelovichwouldJeffreybelong?
A.
B.
C.
D.
E.
NewMiddleClass
BlackOnliners
DigitalNetworkers
BoomerBlacks
FaithFulfills
23. WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichismiddleage,isuppermiddle
income,isfamilyoriented,andpreferstobearoundpeopleoftheirownethnicity?
A.
B.
C.
D.
E.
BlackOnliners
BlackisBetter
DigitalNetworkers
BoomerBlacks
FaithFulfills
24. Theresaisa40yearoldsingleparentlivinginthecity.Sheisconfidentandpositiveandenjoyswearing
thelatestfashions.WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichbest
describesTheresa?
A.
B.
C.
D.
E.
BlackOnliners
BlackisBetter
DigitalNetworkers
BoomerBlacks
FaithFulfills
5-5
25. WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichisyounger,male,brand
conscious,stressedoutaboutschoolandwork,andtheheaviestusersofsuchtechnologyasblogsandIM?
A.
B.
C.
D.
E.
BoomerBlacks
ConnectedBlackTeens
BlackOnliners
StretchedBlackStraddlers
HealthyIndulgers
26. Nickis23yearsoldandtryingtobalanceschoolandworksothathecanaffordtobuythelatestiPhoneto
keepintouchwithhisfriends.WhichAfricanAmericanmarketsegmentidentifiedbyYankelovichbest
describesNick?
A.
B.
C.
D.
E.
BoomerBlacks
ConnectedBlackTeens
BlackOnliners
HealthyIndulgers
27. WhichAfricanAmericanmarketsegmentidentifiedbyYankelovichisteenslivingathome,withmore
thanhalfraisedbyasingleparent,istechsavvy,andisbrandconscious,especiallythosebrandspopular
withtheirculture?
A.
B.
C.
D.
E.
BoomerBlacks
ConnectedBlackTeens
BlackOnliners
HealthyTeens
28. LaShondaisanAfricanAmericanhighschoolstudentwholiveswithhersinglemother.Sheistechsavvy,
watchesBET,andbuysbrandsthatarepopularwithherculture.TowhichsegmentoftheAfrican
AmericanmarketidentifiedbyYankelovichwouldLaShondabelong?
A.
B.
C.
D.
E.
BoomerBlacks
ConnectedBlackTeens
BlackOnliners
HealthyTeens
5-6
29. WhichAfricanAmericanmarketsegmentidentifiedbyYankelovichisolder,isuppermiddleclass,is
heavilyonline,prefersBlackadvertising,andstronglysupports"BuyingBlack."
A.
B.
C.
D.
E.
BroadcastBlacks
BlackisBetter
BoomerBlacks
DigitalNetworkers
FaithFulfills
30. Robertisasuccessful51yearold,livesinthesuburbs,andenjoysreadingJetandEbonymagazines.He
drivesoutofhiswaytoshopexclusivelyatblackownedbusinesses.TowhichsegmentoftheAfrican
AmericanmarketidentifiedbyYankelovichwouldRobertbelong?
A.
B.
C.
D.
E.
BroadcastBlacks
BlackisBetter
BoomerBlacks
DigitalNetworkers
FaithFulfills
31. Jimmyisa55yearoldAfricanAmericanwholivesinthesuburbswithhisfamily.Heisnotingood
health,andhehasnotbeenabletobuyhealthinsurancewithhislimitedincome.IntermsofYankelovich's
segmentsofAfricanAmericans,whichonebestdescribesJimmy?
A.
B.
C.
D.
E.
SickandStressed
FamilyStruggles
StretchedBlackStragglers
FaithFulfills
DigitalNetworkers
32. ShondraisanAfricanAmericanwhocan'taffordtogooutafterwork,soshespendsalotofherfreetime
watchingtelevisionandvisitingherfriends.Shedoesn'tusebrandstoindicatetoothersherstyleand
identityandtendstobemorepricesensitivethanothers.IntermsofYankelovich'ssegmentsofAfrican
Americans,whichonebestdescribesShondra?
A.
B.
C.
D.
E.
SickandStressed
FamilyStruggles
FaithFulfills
DigitalNetworkers
5-7
33. WhichofthefollowingmagazinesisNOTintheBlackMen'sTop5?
A.
B.
C.
D.
E.
Maxim
Time
Jet
Ebony
SportsIllustrated
34. WhichofthefollowingstatementsisTRUEregardingAfricanAmericanInternetusage?
A. AfricanAmericansutilizemobiledevicestoaccesssocialmediamorethanwhites.
B.AfricanAmericansaremorelikelytoaccesstheWebfornewsandinformation,suchasgeneralnews,
sports,health,andfinancesthanthegeneralpopulation.
C. AfricanAmericanspreferaBlackperspectiveonnewsandinformation.
D. Roughly81percentofAfricanAmericanadultsareonline.
E.
Alloftheabovearetrue.
35. _____involvescreatingorsponsoringaneventthathasaparticularappealtoamarketsegment.
A.
B.
C.
D.
E.
Placebasedmarketing
Eventmarketing
Targetmarketing
Specificmarketing
Zonedmarketing
36. ChryslersponsoredPattiLaBelle's"TheGospelAccordingtoPatti"concerttourin2006inwhichChrysler
offeredtestdrivesbeforeeachconcertanddonated$5foreachtestdrivetoMs.LaBelle'schosencharity.
Thismarketerisusing_____toreachthismarket.
A.
B.
C.
D.
E.
placebasedmarketing
eventmarketing
targetedmarketing
streetmarketing
zonedmarketing
37. Whatisthemajordifferencebetweenwhiteandblackshoppers'storeselectioncriteria?
A.
B.
C.
D.
E.
respect
location
price
merchandiseselection
sponsorships
5-8
38. AccordingtotheCensusBureau,apersonofCuban,Mexican,PuertoRican,SouthorCentralAmerican,or
otherSpanishcultureororiginregardlessofraceisdefinedasa(n)_____.
A.
B.
C.
D.
E.
AfricanAmerican
AsianAmerican
Hispanic
NativeAmerican
subculture
39. JuancamefromCubainthelate1990sandiscurrentlylivinginMiami,FL.AccordingtotheCensus
Bureau,Juanwouldbeclassifiedasa(n)_____.
A.
B.
C.
D.
E.
AfricanAmerican
AsianAmerican
Hispanic
NativeAmerican
subculture
40. MexicanAmericanstendtoliveinwhichregionoftheUnitedStates?
A.
B.
C.
D.
E.
NewYorkandNewJersey
SouthwestandCalifornia
California,NewYork,andFlorida
Midwest
South
41. WhichsubcultureofHispanicstendstohaveincomeswellabovetheothers?
A.
B.
C.
D.
E.
PuertoRicans
MexicanAmericans
LatinosfromCentralAmerica
Cubans
AandD
42. Whilemarketersmustbesensitivetonationalitybaseddifferences,somevariablescreatesufficientcultural
homogeneityformostproductsandadvertisingcampaignstargetedtotheHispanicmarket.Whichofthe
followingisoneofthosevariables?
A.
B.
C.
D.
E.
commonlanguage
commonreligion
emergenceofnationalSpanishlanguagemedia
emergenceofnationalentertainmentfigures
alloftheabove
5-9
43. Thedegreetowhichanimmigranthasadaptedtohisorhernewcultureisknownas_____.
A.
B.
C.
D.
E.
dispersion
traditionalization
acculturation
modernization
secularization
44. WhichgenerationofHispanicadultswasbornoutsidetheUnitedStates,hasthelowestincomeand
education,ismostlikelytoidentifythemselvesasHispanic,ismostlikelytohaveSpanishastheirprimary
language,andismostlikelytopossesstraditionalvaluesincludingamasculineviewofthefamilydecision
hierarchy?
A.
B.
C.
D.
E.
firstgenerationadults
secondgenerationadults
thirdgenerationadults
primarygenerationadults
secondarygenerationadults
45. JosewasborninMexicoandcametotheUnitedStatesin1975.HestillspeaksprimarilySpanish,hasnot
graduatedfromhighschool,andworksasadaylaborerintheagriculturalindustryinCalifornia.Heand
hisfamilystillpossesstraditionalvalues,whichincludehimmakingallthedecisionsforhisfamily's
welfare.ThePewHispanicCenterwouldidentifyJoseaswhichgenerationofHispanicadults?
A.
B.
C.
D.
E.
46. AccordingtothePewHispanicCenter,whichgenerationofHispanicadultswasbornintheUnitedStates
toimmigrantparents,ismorelikelythanthepreviousgenerationtoidentifythemselvesasAmericans,is
equallysplitbetweenbilingualsandEnglishastheirprimarylanguage,andissomewhatlesslikelyto
ascribetotraditionalvalues?
A.
B.
C.
D.
E.
5-10
47. CarloswasbornintheUnitedStatestoimmigrantparents.Hehasahigherincomeandeducationthanhis
father,ismorelikelytoidentifyhimselfasanAmerican,speaksSpanishandEnglishfluently,andisless
likelytoascribetotraditionalvaluesthanhisparents.AccordingtothePewHispanicCenter,towhich
generationofHispanicadultsdoesCarlosbelong?
A.
B.
C.
D.
E.
48. AccordingtothePewHispanicCenter,whichgenerationofHispanicadultsisbornintheUnitedStatesto
U.S.bornparents,hasthehighesteducationandincomelevels,ismostlikelytoidentifythemselvesas
Americans,ismostlikelytohaveEnglishastheprimarylanguage,andissomewhatlesslikelytoascribeto
traditionalvalues?
A.
B.
C.
D.
E.
49. Maria'sgrandparentsimmigratedfromMexico,butherparentswerebothbornintheUnitedStates.Shehas
anMBAandearnsthehighestincomeinherfamily;sheidentifiesherselfasanAmerican,speaksEnglish
asherprimarylanguage,anddoesnotascribetothetraditionalvaluesofhergrandparents.Intermsofthe
PewHispanicCenter'sgenerationsofHispanicadults,towhichgenerationdoesMariabelong?
A.
B.
C.
D.
E.
50. WhichreligionheavilyinfluencestheHispanicculture?
A.
B.
C.
D.
E.
Protestantism
Buddhism
Islam
Judaism
RomanCatholicism
5-11
51. BiculturalHispanicteenstendto____.
A. feelmorepressuretoblendinand"beAmerican"thantheirparents
B.
rejectthepresenceofLatinAmericanicons
C. acculturatebyaddinganotherculture,notbyreplacingtheirfirstculture
D. replacetheirfirstculturebutcontinuetospeakSpanishexclusively
E. strivetocommunicateandleadthesametraditionalHispaniclifestyleoftheirparents
52. BrandmanagersatTommyHilfiger,afamousbrandofclothing,areincreasingtheireffortstoreachthe
Hispanicteenmarket.Whichofthefollowingwouldhavethegreatestimpactonthismarketbyhelping
HispanicbiculturalteensdifferentiatefromtheU.S.mainstream?
A. StressanurbanandSpanglishtwistontheirbrands.
B. Stresshowthisexpensivebrandwillcommunicatetoothersthattheyare"Americanized."
C.
CommunicateonlyinEnglish.
D.
Stressthequalityofthebrand.
E. StresshowAmericanteenswillfollowtheirsenseofstyle.
53. WhichofthefollowingstatementsisFALSEregardingmarketingtoHispanics?
A. Hispanicconsumerstendtobehighlybrandloyal.
B. Hispanicstendtobemorereceptivethanthegeneralmarkettostorebrands.
C. SeriousattemptstotargetHispanicswillofteninvolveSpanishlanguagemedia.
D. HispanicshavehistoricallylaggedbehindthegeneralpopulationintermsofInternetusage.
E.Theprimaryretailingresponsestothismarkethavebeenincreasingthenumberofbilingualsalespeople,
theuseofSpanishlanguagesigns,directions,andpointofpurchasedisplays,andmerchandise
assortmentsthatreflecttheneedsofthelocalHispaniccommunity.
54. WhichofthefollowingisNOTawaythatretailershaverespondedtotheneedsoftheHispanicmarket?
A. loweringpricesonnationallybrandedproducts
B. increasingthenumberofbilingualsalespeople
C.
usingSpanishlanguagesignsanddirections
D. usingSpanishlanguagepointofpurchasedisplays
E. havingmerchandiseassortmentsthatreflecttheneedsofthelocalHispaniccommunity
55. Whichsubcultureisthemostdiversegroup,withnumerousnationalities,languages,andreligions?
A.
B.
C.
D.
E.
Hispanics
AfricanAmericans
AsianAmericans
NativeAmericans
AsianIndianAmericans
5-12
56. WhichofthefollowingrepresentsthelargestnationalbackgroundofAsianAmericans?
A.
B.
C.
D.
E.
Chinese
Filipino
Japanese
Korean
Vietnamese
57. MostAsianAmericanscomefromhomeculturesinfluencedby_____,whichemphasizessubordinationof
thesontothefather,theyoungertotheelder,andthewifetothehusband.
A.
B.
C.
D.
E.
traditionalism
Judaism
ProtestantEthics
Confucianism
Islam
58. HenrywasbornintheUnitedStates,buthisparentswereborninChina.Hewasbroughtuptobe
subordinatetohisfatherandhiselders,andwhenhemarries,hewillexpecthiswifetobesubordinateto
him.Henryisinfluencedby_____.
A.
B.
C.
D.
E.
traditionalism
Judaism
ProtestantEthics
Confucianism
Islam
59. MarketSegmentResearchfoundthreegroupsofAsianAmericansonthebasisoftheirdemographicsand
attitudesthatcutacrossnationalitygroups.Whichofthefollowingisoneofthesegmentsidentified?
A.
B.
C.
D.
E.
Confucianists
Conformists
Traditionalists
Marketfollowers
alloftheabove
60. IntermsoftheAsianAmericanmarket,whichsegmentidentifiedbyMarketSegmentResearchisolder,
oftenretired,hasstrongidentificationwiththeiroriginalculture,tendstousetheirnativelanguageastheir
primarylanguage,andisnotconcernedaboutstatus?
A.
B.
C.
D.
E.
Traditionalists
Established
LivingfortheMoment
Marketfollowers
Contented
5-13
61. Johnisanolder,retiredJapaneseAmerican.HehasastrongidentificationwithhisJapaneseculture,still
speaksprimarilyJapanese,andisnotconcernedaboutstatus.WhichsegmentoftheAsianAmerican
marketidentifiedbyMarketSegmentResearchbestdescribesJohn?
A.
B.
C.
D.
E.
Traditionalists
Established
LivingfortheMoment
Marketfollowers
Contented
62. FrankChenisaChineseimmigrantinhismid50sandhasamaster'sdegreeinengineeringfromMIT.He
isaconservativeprofessionalwithnoneedordesirefornativelanguageprogramming.Heiswillingtopay
premiumpricesforhighqualityproducts.WhichsegmentoftheAsianAmericanmarketidentifiedby
MarketSegmentResearchbestdescribeshim?
A.
B.
C.
D.
E.
Traditionalists
Established
LivingfortheMoment
Marketfollowers
Contented
63. WhichsegmentofAsianAmericansidentifiedbyMarketSegmentResearchisyounger;hasmoderate
identificationwiththeirnativeculture;tendstobebilingual;andincludesspontaneous,materialistic,and
impulsiveshopperswhoareconcernedwithstatusandquality?
A.
B.
C.
D.
E.
Traditionalists
Established
LivingfortheMoment
Marketleaders
Contented
64. LiMingisanAsianAmericanofChinesedissentandisyoung;hasamoderateidentificationwithher
nativeculture;isbilingual;andisspontaneous,materialistic,andanimpulsiveshopper.Sheisconcerned
withstatusandquality.WhichsegmentoftheAsianAmericanmarketidentifiedbyMarketSegment
Researchbestdescribesher?
A.
B.
C.
D.
E.
Traditionalists
Established
LivingfortheMoment
Marketleaders
Contented
5-14
65. ThegenerationofAsianAmericansthatwasbornintheUnitedStatestoimmigrantparentsissometimes
referredtoas_____.
A.
B.
C.
D.
E.
Generation2.0
theNextGeneration
theMillennials
GenerationAmerican
Generation3.0
66. ThereareseveralAsianAmericanmarkets,basedprimarilyonnationalityandlanguage.Eachofthesein
turncanbefurthersegmentedon_____.
A.
B.
C.
D.
E.
degreeofacculturation
socialclass
generation
lifestyle
alloftheabove
67. Whichofthefollowingisanimportantmeansofreachingvirtuallyallofthenativelanguagespeakersof
anynationalitynationwide?
A.
B.
C.
D.
E.
broadcasttelevision
directbroadcastsatellite(DBS)
cabletelevision
SportsIllustratedmagazine
satelliteradio
68. WhichofthefollowingstatementsisTRUEregardingmarketingtoAsianAmericans?
A. AsianAmericansarenothighlytechsavvyorheavyusersoftheInternet.
B. Effectivecommunicationisachievedbysimplytranslatingadcopy.
C. Geographicconcentrationisaidingmarketingefficiency.
D. Thereareverylimitedoptionsforreachingthismarketthroughtelevision.
E.Thepurchasingpowerofthisgroupanditsvarioussegmentsisnotattractiveenoughformarketersto
pursueitseriously.
69. TheU.S.CensusreportsNativeAmericansby_____.
A.
onetribeonly
B. onetribeonlyorincombinationwithanothertribe
C. onetribeonlyorincombinationwithanothertribeplusincombinationwithanyotherrace
D.
AandBonly
E.
A,B,andC
5-15
70. WhichofthefollowingisthelargestNativeAmericantribe?
A.
B.
C.
D.
E.
Cherokee
Navajo
Sioux
Chippewa
Choctaw
71. HuataisaNativeAmericanfromthelargesttribeintheUnitedStates.Whichtribedoesshecomefrom?
A.
B.
C.
D.
E.
Cherokee
Navajo
Sioux
Chippewa
Choctaw
72. WhileAsianIndianAmericansarediverseinmanyways,theydoshareanumberofimportantcultural
traits.WhichofthefollowingisNOToneofthesesharedtraits?
A. Theyplaceagreatvalueoneducation,particularlytheirchildren'seducation.
B.TheyareconcernedwithfinancialsecurityandsaveataratemuchhigherthantheaverageAmerican.
C. Husbandsandwivestendtoshareanequalroleinfamilydecisions.
D.Theydonothavea"throwaway"mentality;theyshopforvalueandlookforqualityanddurability.
E.
Alloftheabovearesharedtraits
73. WhichofthefollowingisNOTacountryfromwhichArabAmericanscome?
A.
B.
C.
D.
E.
Morocco
Algeria
Egypt
SaudiArabia
Israel
74. WhatpercentageofArabAmericansareU.S.citizens?
A.
B.
C.
D.
E.
lessthan20percent
25percent
40percent
75percent
morethan80percent
5-16
75. AmalimmigratedfromJordanandhasbecomeaU.S.citizen.TowhichethnicsubculturedoesAmal
belong?
A.
B.
C.
D.
E.
Hispanic
AsianAmerican
AsianIndianAmerican
ArabAmerican
NativeAmerican
76. Americaisbasicallya_____.Thatis,theeducationalsystem,government,andpoliticalprocessarenot
controlledbyareligiousgroup,andmostpeople'sdailybehaviorsarenotguidedbystrictreligious
guidelines.
A.
B.
C.
D.
E.
Godlesssociety
secularsociety
religioussociety
nonChristiansociety
regionalsociety
77. ThedifferentreligionsinAmericaprescribingdifferingvaluesandbehaviorsareknownasreligious
_____.
A.
B.
C.
D.
E.
subcultures
sects
segments
societies
pacts
78. MuchoftheAmericanvaluesystemandtheresultantpoliticalandsocialinstitutionsarederivedfromthe
_____beliefsoftheearlysettlers.
A.
B.
C.
D.
E.
Judaic
Islamic
Confucian
Christian
Buddhist
5-17
79. WhichofthefollowinggroupsischaracterizedbyastrongbeliefintheliteraltruthoftheBible,avery
strongcommitmenttotheirreligiousbeliefs,havinghada"bornagain"experience,andencouragingothers
tobelieveinJesusChrist?
A.
B.
C.
D.
E.
Buddhists
Confucianists
BornagainChristians
Islamists
Jewish
80. Whichtypeofsubculturearisesasaresultofclimaticconditions,thenaturalenvironmentandresources,
thecharacteristicsofthevariousimmigrantgroupsthathavesettledthere,andsignificantsocialand
politicalevents?
A.
B.
C.
D.
E.
ethnic
regional
religious
generational
transient
True / False Questions

81. Asubcultureisasegmentofalargerculturewhosememberssharedistinguishingvaluesandpatternsof
behavior.
TrueFalse
82. Ethnicgroupsarethemostcommonlydescribedsubcultures.
TrueFalse
83. TheU.S.CensushasprojectedfortheAfricanAmericanpopulationtoreach20percentoftheoverall
populationintheUnitedStatesby2030.
TrueFalse
84. TherelativelyfastergrowthrateofnonEuropeangroupsisduetoahigherbirthrateamongsomeofthese
groupsandtogreaterimmigration.
TrueFalse
85. AsianAmericansarepredictedtobethefastestgrowingethnicsubcultureintheUnitedStatesbetween
2010and2030.
TrueFalse
5-18
86. MarketingtoAfricanAmericansshouldbebasedonthesameprinciplesasmarketingtoanyothergroup.
TrueFalse
87. TheCensusBureaudefinesHispanicasapersonofCuban,Mexican,PuertoRican,SouthorCentral
American,orotherSpanishcultureororiginregardlessofrace.
TrueFalse
88. HispanicsmostlyspeakEnglishandpreferEnglishlanguagemedia.
TrueFalse
89. AsianAmericansarethehighesteducatedandhighestincomegroupwithsubstantialpurchasingpower.
TrueFalse
90. GeographicconcentrationoftheAsianAmericanmarketenhancesmarketingefficiency.
TrueFalse
91. TheChoctawarethelargestNativeAmericantribe.
TrueFalse
92. Indiaisahomogeneouscountry.
TrueFalse
93. Morethan80percentofArabAmericansareU.S.citizens.
TrueFalse
94. Americaisbasicallyasecularsociety.
TrueFalse
95. MuslimsinAmericaareculturallydiverse,includingArabAmericans,AfricanAmericans,Asian
Americans,andHispanics.
TrueFalse
Essay Questions
5-19
96. AGermanelectronicsmanufacturerisexpandingintotheUnitedStates.Thiscompanyhascommissioned
yourcompany,amarketingresearchfirm,toexplainthevarioussubculturesinthiscountry.Explainthe
conceptofsubcultures,andbrieflydescribethethreemainsubculturesdiscussedinthischapter.
97. Nameanddescribe4ofthe11AfricanAmericanmarketsegmentsidentifiedbyYankelovich.
98. Target,thenationalretailer,isopeningseveralnewstoresinpredominantlyHispaniccommunities.Explain
howTargetshouldmodifyitsbusinesstoadequatelyservetheneedsofthismarket.
99. DiscusstheemergingtrendsregardingtheAsianAmericanmarketthatareworthwatching.
5-20
100.MuchoftheAmericanvaluesystemandtheresultantpoliticalandsocialinstitutionsarederivedfromthe
Christianbeliefsoftheearlysettlers.DiscusstheformsChristianitytakesinthiscountry.
5-21
Chapter05TheChangingAmericanSociety:SubculturesAnswerKey
Multiple Choice Questions

1.
Sponsorshipofethniceventsis_____.
A. unpopularbecausetheeventsdonotconnectwithethnicsubcultures
B. popularastheonlywayofmarketingtoethnicsubcultures
C. ameansofengaginganethnicsubcultureinanauthenticway
D. notsupportedbymajorcorporationsintheUnitedStates
alloftheabove
E.
Eventsponsorshipsareseenasanauthenticmeansofengaginganethnicsubculture.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0501Understandsubculturesandtheirinfluenceonuniquemarketbehaviors
Topic:TheChangingAmericanSociety:Subcultures
2.
Asegmentofalargerculturewhosememberssharedistinguishingvaluesandpatternsofbehavioris
knownasa(n)_____.
A.
marketsegment
subculture
B.
C.
ethnicgroup
D.
referencegroup
E.
subgroup
Theuniquevaluesandpatternsofbehaviorsharedbysubculturegroupmembersarebasedonthesocial
historyofthegroupaswellasitscurrentsituation.
Blooms:Remember
Difficulty:2Medium
Topic:TheNatureofSubcultures
5-22
3.
Manycompaniesdevelopspecialmarketingmixesforasegmentofalargerculturewhosemembers
sharedistinguishingvaluesandpatternsofbehavior.Thesesegmentsareknownas_____.
A.
subsegments
B.
subgroups
C.
secondarymarkets
subcultures
D.
E.
referencegroups
Blooms:Remember
Difficulty:2Medium
4.
Thedegreetowhichanindividualbehavesinamanneruniquetoasubculturedependson_____.
A. theextenttowhichtheindividualidentifieswiththatsubculture
B.
howlongtheindividualhasbeeninthiscountry
C.
theageoftheindividual
D.
theeducationoftheindividual
E. theextenttowhichothersinthatsubcultureacceptthatindividual
Blooms:Understand
Difficulty:2Medium
5.
WhichofthefollowingarebasesforsubculturesintheUnitedStates?
A.
ethnicgroups
B.
religions
C.
geographicareas
D.
generations
alloftheabove
E.
Ethnicgroups,religions,geographicareas,andgenerationsareallbasesforsubculturesintheUnited
States.
Blooms:Remember
Difficulty:1Easy
5-23
6.
Whichofthefollowingarethemostcommonlydescribedsubcultures?
ethnicgroups
A.
B.
religions
C.
generations
D.
genders
E.
geographicareas
Ethnicgroupsarethemostcommonlydescribedsubcultures.
Blooms:Remember
Difficulty:2Medium
7.
WhichofthefollowingstatementsisFALSEregardingsubculturesintheUnitedStates?
A. Thedegreetowhichanindividualbehavesinamanneruniquetoasubculturedependsontheextent
towhichtheindividualidentifieswiththatsubculture.
B. Religiousgroupsarethemostcommonlydescribedsubcultures.
C.
Weareallmembersofseveralsubcultures.
D.
Thereareverylargevariationswithineachsubculture.
E.
Generationsalsofunctionlikesubcultures.
Blooms:Understand
Difficulty:2Medium
8.
By2030,whatpercentageoftheU.S.populationwillbemadeupofnonEuropeanethnicgroups?
A.
80percent
B.
36percent
47percent
C.
D.
25percent
E.
55percent
NonEuropeanethnicgroupsconstituteasignificantandgrowingpartofourpopulation.
Blooms:Remember
Difficulty:2Medium
5-24
Topic:EthnicSubcultures
9.
TheU.S.CensusBureau'soverallprojectionsofethnicsubculturesizeunderstatetheimportanceof
ethnicgroupstospecific_____.
A.
people
B.
pointsinhistory
geographicregions
C.
D.
languages
E.
noneoftheabove
Specificgeographicregionsarehometodifferentethnicgroups.
Blooms:Understand
Difficulty:3Hard
10.
_____subculturesaredefinedasthosewhosemembers'uniquesharedbehaviorsarebasedona
commonracial,language,ornationalbackground.
Ethnic
A.
B.
Racial
C.
Religious
D.
Gender
E.
Geographic
Ethnicsubculturesaredefinedasthosewhosemembers'uniquesharedbehaviorsarebasedona
commonracial,language,ornationalbackground,butmanyAmericansidentifywithmorethanone
ethnicgroup.
Blooms:Remember
Difficulty:2Medium
11.
WhichofthefollowingisthelargestethnicsubcultureintheUnitedStates?
A.
AfricanAmerican
Hispanic
B.
C.
Asian
D.
NativeAmerican
E.
Caribbean
ThelargestethnicsubcultureintheUnitedStatesisHispanic.
5-25
Blooms:Remember
Difficulty:2Medium
12.
TherelativelyfastergrowthrateofnonEuropeangroupsintheUnitedStatesisduetotheir_____.
A.
higherbirthrates
B.
greaterimmigration
C.
lowerdeathrates
AandB
D.
E.
A,B,andC
TherelativelyfastergrowthrateofnonEuropeangroupsintheUnitedStatesisduetotheirhigher
birthratesandgreaterimmigration.
Blooms:Remember
Difficulty:2Medium
13.
WhichofthefollowingwasthesourceofthemostimmigrantsintotheUnitedStatesin2009?
A.
Asia
B.
Mexico
C.
Europe
LatinAmerica
D.
E.
Africa
LatinAmericawasthesourceofthemostimmigrantsintotheUnitedStatesin2009.
Blooms:Remember
Difficulty:3Hard
14.
WhichofthefollowingstatementsisTRUEregardingethnicsubcultures?
A. EuropeanethnicgroupsconstituteasignificantandgrowingpartoftheU.S.population.
B. HispanicsarethelargestpopulationgroupintheSouthandinurbanareasintheNortheastand
Midwest.
C. Theinfluenceofone'sethnicheritageonbehaviorisnotinfluencedbysituationalfactors.
D. Allsubculturesareverydiverse,andgeneraldescriptionsdonotapplytoallofthemembers.
E. Ethnicityistheonlyfactorthatinfluencesanindividual'sbehavior.
Allsubculturesareverydiverse,andgeneraldescriptionsdonotapplytoallofthemembers.
5-26
Blooms:Understand
Difficulty:2Medium
15.
WhichofthefollowingispredictedtobethefastestgrowingethnicgroupintheUnitedStatesbetween
2010and2030?
A.
Whites
B.
Blacks
Hispanics
C.
D.
Asian
E.
SouthAmericans
Between2010and2030,thefastestgrowingethnicgroupintheUnitedStatesispredictedtobe
Hispanics.
Blooms:Remember
Difficulty:2Medium
16.
WhichofthefollowingethnicgroupsispredictedtohavetheyoungestmedianageintheUnitedStates
intheyear2015?
A.
Whites
B.
Blacks
Hispanics
C.
D.
AsianAmericans
E.
SouthAmericans
HispanicsarepredictedtohavetheyoungestmedianageintheUnitedStatesintheyear2015.
Blooms:Remember
Difficulty:2Medium
5-27
17.
MalcolmisstudyingsubculturesintheUnitedStates.Heistryingtoidentifythesubculturethathasthe
highesteducationlevelsandmedianhouseholdincomes.Whichethnicgroupmeetsthesecriteria?
A.
Whites
B.
Blacks
C.
Hispanics
AsianAmericans
D.
E.
SouthAmericans
TheAsianAmericansubculturehasthehighesteducationlevelsandmedianhouseholdincomesinthe
UnitedStates.
Blooms:Understand
Difficulty:2Medium
18.
ToysRUsisexaminingsubculturesintheUnitedStatesandwantstoidentifytheethnicsubculturethat
hasthegreatestpercentageofchildrenundertheageof18.Whichethnicgroupmeetsthiscriterion?
A.
White
B.
Black
Hispanic
C.
D.
AsianAmerican
E.
SouthAmerican
TheHispanicsubculturehasthegreatestpercentageofchildrenundertheageof18intheUnitedStates.
Blooms:Understand
Difficulty:2Medium
19.
Comparedtothewhitepopulation,AsianAmericanstendto_____.
A.
beyounger
B.
behighereducated
C.
haveahigherhouseholdincome
D.
bealargersubculture
BandC
E.
Comparedtothewhitepopulation,AsianAmericanstendtobehighereducatedandhaveahigher
householdincome.
Blooms:Remember
Difficulty:2Medium
5-28
20.
WhichofthefollowingisNOTasegmentoftheAfricanAmericanmarketidentifiedbyYankelovich?
A.
BroadcastBlacks
B.
BlackisBetter
C.
DigitalNetworkers
D.
FaithFulfills
BlackisBeautiful
E.
BlackisBeautifulisnotasegmentoftheAfricanmarketidentifiedbyYankelovich.
Blooms:Remember
Difficulty:1Easy
LearningObjective:0502AnalyzetheAfricanAmericansubcultureandtheuniquemarketingaspectsitentails
Topic:ConsumerSegmentsandCharacteristics
21.
WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichisyounger,hasthehighest
educationandincome,andispositiveaboutthefuture?
NewMiddleClass
A.
B.
BlackOnliners
C.
DigitalNetworkers
D.
BoomerBlacks
E.
FaithFulfills
TheNewMiddleClasssegmentoftheAfricanAmericanmarketisyounger,hasthehighesteducation
andincome,andispositiveaboutthefuture.
Blooms:Understand
Difficulty:2Medium
5-29
22.
Jeffreyisa35yearoldAfricanAmericanwhoispositiveaboutthefuture.Hedescribeshimselfas
Black,butfeelsBlackslangshouldbeavoided.TowhichsegmentoftheAfricanAmericanmarket
identifiedbyYankelovichwouldJeffreybelong?
NewMiddleClass
A.
B.
BlackOnliners
C.
DigitalNetworkers
D.
BoomerBlacks
E.
FaithFulfills
TheNewMiddleClasssegmentoftheAfricanAmericanmarketisyounger,hasthehighesteducation
andincome,andispositiveaboutthefuture.
Blooms:Understand
Difficulty:2Medium
23.
WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichismiddleage,isupper
middleincome,isfamilyoriented,andpreferstobearoundpeopleoftheirownethnicity?
A.
BlackOnliners
BlackisBetter
B.
C.
DigitalNetworkers
D.
BoomerBlacks
E.
FaithFulfills
TheBlackisBettersegmentoftheAfricanAmericanmarketiscomposedofmiddleage,uppermiddle
income,familyorientedmemberswhoprefertobearoundpeopleoftheirownethnicityandwhoare
thehighestspendersonclothing.
Blooms:Understand
Difficulty:2Medium
5-30
24.
Theresaisa40yearoldsingleparentlivinginthecity.Sheisconfidentandpositiveandenjoys
wearingthelatestfashions.WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovich
bestdescribesTheresa?
A.
BlackOnliners
BlackisBetter
B.
C.
DigitalNetworkers
D.
BoomerBlacks
E.
FaithFulfills
TheBlackisBettersegmentoftheAfricanAmericanmarketiscomposedofmiddleage,uppermiddle
income,familyorientedmemberswhoprefertobearoundpeopleoftheirownethnicityandwhoare
thehighestspendersonclothing.
Blooms:Understand
Difficulty:2Medium
25.
WhichsegmentoftheAfricanAmericanmarketidentifiedbyYankelovichisyounger,male,brand
conscious,stressedoutaboutschoolandwork,andtheheaviestusersofsuchtechnologyasblogsand
IM?
A.
BoomerBlacks
B.
ConnectedBlackTeens
BlackOnliners
C.
D.
E.
HealthyIndulgers
TheBlackOnlinerssegmentoftheAfricanAmericanmarketisyounger,male,brandconscious,
stressedoutaboutschoolandwork,andtheheaviestusersofsuchtechnologyasblogsandIM.
Blooms:Remember
Difficulty:2Medium
5-31
26.
Nickis23yearsoldandtryingtobalanceschoolandworksothathecanaffordtobuythelatestiPhone
tokeepintouchwithhisfriends.WhichAfricanAmericanmarketsegmentidentifiedbyYankelovich
bestdescribesNick?
A.
BoomerBlacks
B.
ConnectedBlackTeens
BlackOnliners
C.
D.
E.
HealthyIndulgers
TheBlackOnlinerssegmentoftheAfricanAmericanmarketisyounger,male,brandconscious,
stressedoutaboutschoolandwork,andtheheaviestusersofsuchtechnologyasblogsandIM.
Blooms:Understand
Difficulty:2Medium
27.
WhichAfricanAmericanmarketsegmentidentifiedbyYankelovichisteenslivingathome,withmore
thanhalfraisedbyasingleparent,istechsavvy,andisbrandconscious,especiallythosebrandspopular
withtheirculture?
A.
BoomerBlacks
ConnectedBlackTeens
B.
C.
BlackOnliners
D.
E.
HealthyTeens
TheConnectedBlackTeensmarketsegmentisteenslivingathome,withmorethanhalfraisedbya
singleparent,whoembraceBlackmediaandaretechsavvy.
Blooms:Remember
Difficulty:2Medium
5-32
28.
LaShondaisanAfricanAmericanhighschoolstudentwholiveswithhersinglemother.Sheistech
savvy,watchesBET,andbuysbrandsthatarepopularwithherculture.Towhichsegmentofthe
AfricanAmericanmarketidentifiedbyYankelovichwouldLaShondabelong?
A.
BoomerBlacks
ConnectedBlackTeens
B.
C.
BlackOnliners
D.
E.
HealthyTeens
TheConnectedBlackTeensmarketsegmentisteenslivingathome,withmorethanhalfraisedbya
singleparent,whoembraceBlackmediaandaretechsavvy.
Blooms:Understand
Difficulty:2Medium
29.
WhichAfricanAmericanmarketsegmentidentifiedbyYankelovichisolder,isuppermiddleclass,is
heavilyonline,prefersBlackadvertising,andstronglysupports"BuyingBlack."
A.
BroadcastBlacks
B.
BlackisBetter
BoomerBlacks
C.
D.
DigitalNetworkers
E.
FaithFulfills
BoomerBlacksaretheoldestsegment(averageage52),areuppermiddleclass,areheavilyonline(90
percent),preferBlackadvertising,andstronglysupport"BuyingBlack."
Blooms:Remember
Difficulty:2Medium
5-33
30.
Robertisasuccessful51yearold,livesinthesuburbs,andenjoysreadingJetandEbonymagazines.
Hedrivesoutofhiswaytoshopexclusivelyatblackownedbusinesses.Towhichsegmentofthe
AfricanAmericanmarketidentifiedbyYankelovichwouldRobertbelong?
A.
BroadcastBlacks
B.
BlackisBetter
BoomerBlacks
C.
D.
DigitalNetworkers
E.
FaithFulfills
BoomerBlacksaretheoldestsegment(averageage52),areuppermiddleclass,reheavilyonline(90
percent),preferBlackadvertising,andstronglysupport"BuyingBlack."
Blooms:Understand
Difficulty:2Medium
31.
Jimmyisa55yearoldAfricanAmericanwholivesinthesuburbswithhisfamily.Heisnotingood
health,andhehasnotbeenabletobuyhealthinsurancewithhislimitedincome.Intermsof
Yankelovich'ssegmentsofAfricanAmericans,whichonebestdescribesJimmy?
SickandStressed
A.
B.
FamilyStruggles
C.
D.
FaithFulfills
E.
DigitalNetworkers
SickandStressedAfricanAmericanstrendolder(4565),male,suburban,parents,andlowermiddle
incomeandarestressedabouthealthandfinances.
Blooms:Understand
Difficulty:2Medium
5-34
32.
ShondraisanAfricanAmericanwhocan'taffordtogooutafterwork,soshespendsalotofherfree
timewatchingtelevisionandvisitingherfriends.Shedoesn'tusebrandstoindicatetoothersherstyle
andidentityandtendstobemorepricesensitivethanothers.IntermsofYankelovich'ssegmentsof
AfricanAmericans,whichonebestdescribesShondra?
A.
SickandStressed
FamilyStruggles
B.
C.
D.
FaithFulfills
E.
DigitalNetworkers
TheFamilyStrugglessegmentisabroadagegroupthatismostlyfemale,parents,lowerincomestatus,
heaviestTVwatchers,andpricebutnotbrandconscious.
Blooms:Understand
Difficulty:2Medium
33.
WhichofthefollowingmagazinesisNOTintheBlackMen'sTop5?
Maxim
A.
B.
Time
C.
Jet
D.
Ebony
E.
SportsIllustrated
TheBlackMen'sTop5consistsofJet,Ebony,SportsIllustrated,Vibe,andTime.
Blooms:Remember
Difficulty:3Hard
Topic:MediaUsage
34.
WhichofthefollowingstatementsisTRUEregardingAfricanAmericanInternetusage?
A. AfricanAmericansutilizemobiledevicestoaccesssocialmediamorethanwhites.
B. AfricanAmericansaremorelikelytoaccesstheWebfornewsandinformation,suchasgeneral
news,sports,health,andfinancesthanthegeneralpopulation.
C. AfricanAmericanspreferaBlackperspectiveonnewsandinformation.
D. Roughly81percentofAfricanAmericanadultsareonline.
Alloftheabovearetrue.
E.
EachstatementiscorrectwithregardtoAfricanAmericanInternetusage.
Blooms:Remember
5-35
Difficulty:3Hard
35.
_____involvescreatingorsponsoringaneventthathasaparticularappealtoamarketsegment.
A.
Placebasedmarketing
Eventmarketing
B.
C.
Targetmarketing
D.
Specificmarketing
E.
Zonedmarketing
Eventmarketinginvolvescreatingorsponsoringaneventthathasaparticularappealtoamarket
segment.
Blooms:Remember
Difficulty:2Medium
Topic:MarketingtoAfricanAmericans
36.
ChryslersponsoredPattiLaBelle's"TheGospelAccordingtoPatti"concerttourin2006inwhich
Chryslerofferedtestdrivesbeforeeachconcertanddonated$5foreachtestdrivetoMs.LaBelle's
chosencharity.Thismarketerisusing_____toreachthismarket.
A.
placebasedmarketing
eventmarketing
B.
C.
targetedmarketing
D.
streetmarketing
E.
zonedmarketing
Eventmarketinginvolvescreatingorsponsoringaneventthathasaparticularappealtoamarket
segment.
Blooms:Understand
Difficulty:2Medium
5-36
37.
Whatisthemajordifferencebetweenwhiteandblackshoppers'storeselectioncriteria?
respect
A.
B.
location
C.
price
D.
merchandiseselection
E.
sponsorships
Manyblackshoppersstillencounterobviouslydisrespectfulactssuchasbeingcloselywatchedand
slowerservice.
Blooms:Remember
Difficulty:2Medium
38.
AccordingtotheCensusBureau,apersonofCuban,Mexican,PuertoRican,SouthorCentral
American,orotherSpanishcultureororiginregardlessofraceisdefinedasa(n)_____.
A.
AfricanAmerican
B.
AsianAmerican
Hispanic
C.
D.
NativeAmerican
E.
subculture
TheHispanicdefinitionismeasuredbyaperson'sresponsetothequestion:Areyou
Spanish/Hispanic/Latino?
Blooms:Remember
Difficulty:1Easy
LearningObjective:0503AnalyzetheHispanicsubcultureandtheuniquemarketingaspectsitentails
Topic:Hispanics
39.
JuancamefromCubainthelate1990sandiscurrentlylivinginMiami,FL.AccordingtotheCensus
Bureau,Juanwouldbeclassifiedasa(n)_____.
A.
AfricanAmerican
B.
AsianAmerican
Hispanic
C.
D.
NativeAmerican
E.
subculture
PersonscomingfromCubaareclassifiedasHispanics.
Blooms:Understand
Difficulty:1Easy
5-37
Topic:Hispanics
40.
MexicanAmericanstendtoliveinwhichregionoftheUnitedStates?
A.
NewYorkandNewJersey
SouthwestandCalifornia
B.
C.
California,NewYork,andFlorida
D.
Midwest
E.
South
MexicanAmericanstendtoliveintheSouthwestandCalifornia.
Blooms:Remember
Difficulty:2Medium
Topic:Hispanics
41.
WhichsubcultureofHispanicstendstohaveincomeswellabovetheothers?
A.
PuertoRicans
B.
MexicanAmericans
C.
LatinosfromCentralAmerica
D.
Cubans
AandD
E.
CubansandPuertoRicanstendtohaveincomeswellaboveotherHispanics.
Blooms:Remember
Difficulty:3Hard
Topic:Hispanics
42.
Whilemarketersmustbesensitivetonationalitybaseddifferences,somevariablescreatesufficient
culturalhomogeneityformostproductsandadvertisingcampaignstargetedtotheHispanicmarket.
Whichofthefollowingisoneofthosevariables?
A.
commonlanguage
B.
commonreligion
C.
emergenceofnationalSpanishlanguagemedia
D.
emergenceofnationalentertainmentfigures
alloftheabove
E.
HomogeneityintheHispanicmarketistheresultofcommonlanguage,commonreligion,emergenceof
nationalSpanishlanguagemedia,andemergenceofnationalentertainmentfigures.
Blooms:Understand
5-38
Difficulty:1Easy
Topic:Hispanics
43.
Thedegreetowhichanimmigranthasadaptedtohisorhernewcultureisknownas_____.
A.
dispersion
B.
traditionalization
acculturation
C.
D.
modernization
E.
secularization
Acculturationishighlyrelatedtolanguageuse.
Blooms:Remember
Difficulty:2Medium
Topic:Acculturation,Language,andGenerationalInfluences
44.
WhichgenerationofHispanicadultswasbornoutsidetheUnitedStates,hasthelowestincomeand
education,ismostlikelytoidentifythemselvesasHispanic,ismostlikelytohaveSpanishastheir
primarylanguage,andismostlikelytopossesstraditionalvaluesincludingamasculineviewofthe
familydecisionhierarchy?
A.
B.
C.
D.
E.
FirstgenerationHispanicadultsdisplaythelowestlevelofacculturation.
Blooms:Understand
Difficulty:2Medium
5-39
45.
JosewasborninMexicoandcametotheUnitedStatesin1975.HestillspeaksprimarilySpanish,has
notgraduatedfromhighschool,andworksasadaylaborerintheagriculturalindustryinCalifornia.He
andhisfamilystillpossesstraditionalvalues,whichincludehimmakingallthedecisionsforhis
family'swelfare.ThePewHispanicCenterwouldidentifyJoseaswhichgenerationofHispanicadults?
A.
B.
C.
D.
E.
FirstgenerationHispanicadultsdisplaythelowestlevelofacculturation.
Blooms:Understand
Difficulty:2Medium
46.
AccordingtothePewHispanicCenter,whichgenerationofHispanicadultswasbornintheUnited
Statestoimmigrantparents,ismorelikelythanthepreviousgenerationtoidentifythemselvesas
Americans,isequallysplitbetweenbilingualsandEnglishastheirprimarylanguage,andissomewhat
lesslikelytoascribetotraditionalvalues?
A.
B.
C.
D.
E.
SecondgenerationadultsaremorelikelytoidentifythemselvesasAmericansandspeakEnglishand
arelesslikelytoascribetotraditionalvalues.
Blooms:Understand
Difficulty:2Medium
5-40
47.
CarloswasbornintheUnitedStatestoimmigrantparents.Hehasahigherincomeandeducationthan
hisfather,ismorelikelytoidentifyhimselfasanAmerican,speaksSpanishandEnglishfluently,andis
lesslikelytoascribetotraditionalvaluesthanhisparents.AccordingtothePewHispanicCenter,to
whichgenerationofHispanicadultsdoesCarlosbelong?
A.
B.
C.
D.
E.
SecondgenerationadultsaremorelikelytoidentifythemselvesasAmericansandspeakEnglish,and
arelesslikelytoascribetotraditionalvalues.
Blooms:Understand
Difficulty:2Medium
48.
AccordingtothePewHispanicCenter,whichgenerationofHispanicadultsisbornintheUnitedStates
toU.S.bornparents,hasthehighesteducationandincomelevels,ismostlikelytoidentifythemselves
asAmericans,ismostlikelytohaveEnglishastheprimarylanguage,andissomewhatlesslikelyto
ascribetotraditionalvalues?
A.
B.
C.
D.
E.
ThirdgenerationHispanicsdisplaythehighestlevelofacculturation.
Blooms:Understand
Difficulty:2Medium
5-41
49.
Maria'sgrandparentsimmigratedfromMexico,butherparentswerebothbornintheUnitedStates.She
hasanMBAandearnsthehighestincomeinherfamily;sheidentifiesherselfasanAmerican,speaks
Englishasherprimarylanguage,anddoesnotascribetothetraditionalvaluesofhergrandparents.In
termsofthePewHispanicCenter'sgenerationsofHispanicadults,towhichgenerationdoesMaria
belong?
A.
B.
C.
D.
E.
ThirdgenerationHispanicsdisplaythehighestlevelofacculturation.
Blooms:Understand
Difficulty:2Medium
50.
WhichreligionheavilyinfluencestheHispanicculture?
A.
Protestantism
B.
Buddhism
C.
Islam
D.
Judaism
RomanCatholicism
E.
TheRomanCatholicreligionheavilyinfluencestheHispanicculture.
Blooms:Remember
Difficulty:2Medium
51.
BiculturalHispanicteenstendto____.
A. feelmorepressuretoblendinand"beAmerican"thantheirparents
B.
rejectthepresenceofLatinAmericanicons
C. acculturatebyaddinganotherculture,notbyreplacingtheirfirstculture
D. replacetheirfirstculturebutcontinuetospeakSpanishexclusively
E. strivetocommunicateandleadthesametraditionalHispaniclifestyleoftheirparents
BiculturalHispanicteenstendtoacculturatebyaddinganotherculture,notbyreplacingtheirfirst
culture.
Blooms:Understand
5-42
Difficulty:3Hard
52.
BrandmanagersatTommyHilfiger,afamousbrandofclothing,areincreasingtheireffortstoreachthe
Hispanicteenmarket.Whichofthefollowingwouldhavethegreatestimpactonthismarketbyhelping
HispanicbiculturalteensdifferentiatefromtheU.S.mainstream?
StressanurbanandSpanglishtwistontheirbrands.
A.
B. Stresshowthisexpensivebrandwillcommunicatetoothersthattheyare"Americanized."
C.
CommunicateonlyinEnglish.
D.
Stressthequalityofthebrand.
E. StresshowAmericanteenswillfollowtheirsenseofstyle.
BiculturalHispanicteenstendtoacculturatebyaddinganotherculture,notbyreplacingtheirfirst
culture.
Blooms:Understand
Difficulty:3Hard
53.
WhichofthefollowingstatementsisFALSEregardingmarketingtoHispanics?
A.
B.
C.
D.
E.
Hispanicconsumerstendtobehighlybrandloyal.
Hispanicstendtobemorereceptivethanthegeneralmarkettostorebrands.
SeriousattemptstotargetHispanicswillofteninvolveSpanishlanguagemedia.
HispanicshavehistoricallylaggedbehindthegeneralpopulationintermsofInternetusage.
Theprimaryretailingresponsestothismarkethavebeenincreasingthenumberofbilingual
salespeople,theuseofSpanishlanguagesigns,directions,andpointofpurchasedisplays,and
merchandiseassortmentsthatreflecttheneedsofthelocalHispaniccommunity.
Hispanicstendtobelessreceptivethanthegeneralmarkettostorebrands.
Blooms:Understand
Difficulty:2Medium
Topic:MarketingtoHispanics
5-43
54.
WhichofthefollowingisNOTawaythatretailershaverespondedtotheneedsoftheHispanic
market?
loweringpricesonnationallybrandedproducts
A.
B.
increasingthenumberofbilingualsalespeople
C.
usingSpanishlanguagesignsanddirections
D.
usingSpanishlanguagepointofpurchasedisplays
E. havingmerchandiseassortmentsthatreflecttheneedsofthelocalHispaniccommunity
RetailershavenotrespondedtotheneedsoftheHispanicmarketbyloweringpricesonnationally
brandedproducts.
Blooms:Remember
Difficulty:2Medium
55.
Whichsubcultureisthemostdiversegroup,withnumerousnationalities,languages,andreligions?
A.
Hispanics
B.
AfricanAmericans
AsianAmericans
C.
D.
NativeAmericans
E.
AsianIndianAmericans
AsianAmericansarenotasinglesubculture.
Blooms:Remember
Difficulty:2Medium
LearningObjective:0504AnalyzetheAsianAmericansubcultureandtheuniquemarketingaspectsitentails
Topic:AsianAmericans
56.
WhichofthefollowingrepresentsthelargestnationalbackgroundofAsianAmericans?
Chinese
A.
B.
Filipino
C.
Japanese
D.
Korean
E.
Vietnamese
Chineserepresent29percentofAsianAmericans.
Blooms:Remember
Difficulty:2Medium
5-44
57.
MostAsianAmericanscomefromhomeculturesinfluencedby_____,whichemphasizessubordination
ofthesontothefather,theyoungertotheelder,andthewifetothehusband.
A.
traditionalism
B.
Judaism
C.
ProtestantEthics
Confucianism
D.
E.
Islam
Confucianismemphasizessubordinationofthesontothefather,theyoungertotheelder,andthewife
tothehusband.
Blooms:Remember
Difficulty:2Medium
58.
HenrywasbornintheUnitedStates,buthisparentswereborninChina.Hewasbroughtuptobe
subordinatetohisfatherandhiselders,andwhenhemarries,hewillexpecthiswifetobesubordinate
tohim.Henryisinfluencedby_____.
A.
traditionalism
B.
Judaism
C.
ProtestantEthics
Confucianism
D.
E.
Islam
Confucianismemphasizessubordinationofthesontothefather,theyoungertotheelder,andthewife
tothehusband.
Blooms:Understand
Difficulty:2Medium
59.
MarketSegmentResearchfoundthreegroupsofAsianAmericansonthebasisoftheirdemographics
andattitudesthatcutacrossnationalitygroups.Whichofthefollowingisoneofthesegments
identified?
A.
Confucianists
B.
Conformists
Traditionalists
C.
D.
Marketfollowers
E.
alloftheabove
TraditionalistsareoneofthreegroupsofAsianAmericansthatcutacrossnationalitygroups.
5-45
Blooms:Remember
Difficulty:2Medium
60.
IntermsoftheAsianAmericanmarket,whichsegmentidentifiedbyMarketSegmentResearchisolder,
oftenretired,hasstrongidentificationwiththeiroriginalculture,tendstousetheirnativelanguageas
theirprimarylanguage,andisnotconcernedaboutstatus?
Traditionalists
A.
B.
Established
C.
LivingfortheMoment
D.
Marketfollowers
E.
Contented
Blooms:Remember
Difficulty:2Medium
61.
Johnisanolder,retiredJapaneseAmerican.HehasastrongidentificationwithhisJapaneseculture,
stillspeaksprimarilyJapanese,andisnotconcernedaboutstatus.WhichsegmentoftheAsian
AmericanmarketidentifiedbyMarketSegmentResearchbestdescribesJohn?
Traditionalists
A.
B.
Established
C.
LivingfortheMoment
D.
Marketfollowers
E.
Contented
Blooms:Understand
Difficulty:2Medium
5-46
62.
FrankChenisaChineseimmigrantinhismid50sandhasamaster'sdegreeinengineeringfromMIT.
Heisaconservativeprofessionalwithnoneedordesirefornativelanguageprogramming.Heiswilling
topaypremiumpricesforhighqualityproducts.WhichsegmentoftheAsianAmericanmarket
identifiedbyMarketSegmentResearchbestdescribeshim?
A.
Traditionalists
Established
B.
C.
LivingfortheMoment
D.
Marketfollowers
E.
Contented
Establishedareolder,conservative,welleducatedprofessionals.
Blooms:Understand
Difficulty:2Medium
63.
WhichsegmentofAsianAmericansidentifiedbyMarketSegmentResearchisyounger;hasmoderate
identificationwiththeirnativeculture;tendstobebilingual;andincludesspontaneous,materialistic,
andimpulsiveshopperswhoareconcernedwithstatusandquality?
A.
Traditionalists
B.
Established
LivingfortheMoment
C.
D.
Marketleaders
E.
Contented
LivingfortheMomentareyounger,bilingual,andhavemoderateidentificationwithnativeculture.
Blooms:Remember
Difficulty:2Medium
5-47
64.
LiMingisanAsianAmericanofChinesedissentandisyoung;hasamoderateidentificationwithher
nativeculture;isbilingual;andisspontaneous,materialistic,andanimpulsiveshopper.Sheis
concernedwithstatusandquality.WhichsegmentoftheAsianAmericanmarketidentifiedbyMarket
SegmentResearchbestdescribesher?
A.
Traditionalists
B.
Established
LivingfortheMoment
C.
D.
Marketleaders
E.
Contented
LivingfortheMomentareyounger,bilingual,andhavemoderateidentificationwithnativeculture.
Blooms:Understand
Difficulty:2Medium
65.
ThegenerationofAsianAmericansthatwasbornintheUnitedStatestoimmigrantparentsis
sometimesreferredtoas_____.
Generation2.0
A.
B.
theNextGeneration
C.
theMillennials
D.
GenerationAmerican
E.
Generation3.0
Generation2.0isthegenerationofAsianAmericansbornintheUnitedStatestoimmigrantparents.
Blooms:Remember
Difficulty:2Medium
66.
ThereareseveralAsianAmericanmarkets,basedprimarilyonnationalityandlanguage.Eachofthese
inturncanbefurthersegmentedon_____.
A.
degreeofacculturation
B.
socialclass
C.
generation
D.
lifestyle
alloftheabove
E.
Whilethesesegmentscreatechallengesformarketers,theyalsorepresentincreasedpurchasingpower.
Blooms:Remember
5-48
Difficulty:1Easy
Topic:MarketingtoAsianAmericans
67.
Whichofthefollowingisanimportantmeansofreachingvirtuallyallofthenativelanguagespeakers
ofanynationalitynationwide?
A.
broadcasttelevision
directbroadcastsatellite(DBS)
B.
C.
cabletelevision
D.
SportsIllustratedmagazine
E.
satelliteradio
EchoStar'sDishNetworkoffersa"ChinesePackage"called"GreatWallTVPackage."
Blooms:Remember
Difficulty:2Medium
68.
WhichofthefollowingstatementsisTRUEregardingmarketingtoAsianAmericans?
A. AsianAmericansarenothighlytechsavvyorheavyusersoftheInternet.
B. Effectivecommunicationisachievedbysimplytranslatingadcopy.
C. Geographicconcentrationisaidingmarketingefficiency.
D. Thereareverylimitedoptionsforreachingthismarketthroughtelevision.
E. Thepurchasingpowerofthisgroupanditsvarioussegmentsisnotattractiveenoughformarketers
topursueitseriously.
Geographicconcentrationisincreasing,whichhelpsmarketingefficiency.
Blooms:Remember
Difficulty:2Medium
69.
TheU.S.CensusreportsNativeAmericansby_____.
A.
onetribeonly
B.
onetribeonlyorincombinationwithanothertribe
C. onetribeonlyorincombinationwithanothertribeplusincombinationwithanyotherrace
D.
AandBonly
A,B,andC
E.
TheU.S.CensusreportsNativeAmericansbyindividualtribeandincombinationwithothertribesand
races.
5-49
Blooms:Remember
Difficulty:2Medium
LearningObjective:0505AnalyzetheNativeAmerican;AsianIndian;andArabAmericansubculturesandtheuniquemarketingaspects
theyentail
Topic:NativeAmericans
70.
WhichofthefollowingisthelargestNativeAmericantribe?
Cherokee
A.
B.
Navajo
C.
Sioux
D.
Chippewa
E.
Choctaw
CherokeeisthelargestNativeAmericantribe.
Blooms:Remember
Difficulty:3Hard
theyentail
71.
HuataisaNativeAmericanfromthelargesttribeintheUnitedStates.Whichtribedoesshecome
from?
Cherokee
A.
B.
Navajo
C.
Sioux
D.
Chippewa
E.
Choctaw
CherokeeisthelargestNativeAmericantribe.
Blooms:Understand
Difficulty:3Hard
theyentail
5-50
72.
WhileAsianIndianAmericansarediverseinmanyways,theydoshareanumberofimportantcultural
traits.WhichofthefollowingisNOToneofthesesharedtraits?
A. Theyplaceagreatvalueoneducation,particularlytheirchildren'seducation.
B. Theyareconcernedwithfinancialsecurityandsaveataratemuchhigherthantheaverage
American.
C. Husbandsandwivestendtoshareanequalroleinfamilydecisions.
D. Theydonothavea"throwaway"mentality;theyshopforvalueandlookforqualityanddurability.
E.
Alloftheabovearesharedtraits
AsianIndianhusbandstendtohaveadominantroleinfamilydecisions.
Blooms:Remember
Difficulty:2Medium
theyentail
Topic:AsianIndianAmericans
73.
WhichofthefollowingisNOTacountryfromwhichArabAmericanscome?
A.
Morocco
B.
Algeria
C.
Egypt
D.
SaudiArabia
Israel
E.
ArabAmericansdonotcomefromIsrael.
Blooms:Remember
Difficulty:2Medium
theyentail
Topic:ArabAmericans
74.
WhatpercentageofArabAmericansareU.S.citizens?
A.
lessthan20percent
B.
25percent
C.
40percent
D.
75percent
morethan80percent
E.
Morethan80percentofArabAmericansareU.S.citizens,withamajoritybeingbornintheUnited
States.
Blooms:Remember
Difficulty:3Hard
5-51
theyentail
Topic:ArabAmericans
75.
AmalimmigratedfromJordanandhasbecomeaU.S.citizen.TowhichethnicsubculturedoesAmal
belong?
A.
Hispanic
B.
AsianAmerican
C.
AsianIndianAmerican
ArabAmerican
D.
E.
NativeAmerican
Morethan80percentofArabAmericansareU.S.citizens.
Blooms:Understand
Difficulty:1Easy
theyentail
Topic:ArabAmericans
76.
Americaisbasicallya_____.Thatis,theeducationalsystem,government,andpoliticalprocessarenot
controlledbyareligiousgroup,andmostpeople'sdailybehaviorsarenotguidedbystrictreligious
guidelines.
A.
Godlesssociety
secularsociety
B.
C.
religioussociety
D.
nonChristiansociety
E.
regionalsociety
Theeducationalsystem,government,andpoliticalprocessarenotcontrolledbyareligiousgroup,and
mostpeople'sdailybehaviorsarenotguidedbystrictreligiousguidelines.
Blooms:Remember
Difficulty:2Medium
LearningObjective:0506Describethevariousreligioussubculturesandtheirimplicationsformarketing
Topic:ReligiousSubcultures
5-52
77.
ThedifferentreligionsinAmericaprescribingdifferingvaluesandbehaviorsareknownasreligious
_____.
subcultures
A.
B.
sects
C.
segments
D.
societies
E.
pacts
ReligioussubculturesarethedifferentreligionsinAmericaprescribingdifferingvaluesandbehaviors.
Blooms:Remember
Difficulty:2Medium
78.
MuchoftheAmericanvaluesystemandtheresultantpoliticalandsocialinstitutionsarederivedfrom
the_____beliefsoftheearlysettlers.
A.
Judaic
B.
Islamic
C.
Confucian
Christian
D.
E.
Buddhist
AlthoughAmericancultureisbasicallysecular,manyofitstraditionsandvaluesarederivedfromthe
JudeoChristianheritageofthemajorityofAmericans.
Blooms:Remember
Difficulty:1Easy
Topic:ChristianSubcultures
79.
WhichofthefollowinggroupsischaracterizedbyastrongbeliefintheliteraltruthoftheBible,avery
strongcommitmenttotheirreligiousbeliefs,havinghada"bornagain"experience,andencouraging
otherstobelieveinJesusChrist?
A.
Buddhists
B.
Confucianists
BornagainChristians
C.
D.
Islamists
E.
Jewish
BornagainChristiansarecharacterizedbyastrongbeliefintheliteraltruthoftheBible,averystrong
commitmenttotheirreligiousbeliefs,havinghada"bornagain"experience,andencouragingothersto
believeinJesusChrist.
5-53
Blooms:Remember
Difficulty:1Easy
80.
Whichtypeofsubculturearisesasaresultofclimaticconditions,thenaturalenvironmentand
resources,thecharacteristicsofthevariousimmigrantgroupsthathavesettledthere,andsignificant
socialandpoliticalevents?
A.
ethnic
regional
B.
C.
religious
D.
generational
E.
transient
Regionalsubculturesariseasaresultofclimaticconditions,thenaturalenvironmentandresources,the
characteristicsofthevariousimmigrantgroupsthathavesettledthere,andsignificantsocialand
politicalevents.
Blooms:Remember
Difficulty:2Medium
LearningObjective:0507Explaintheroleofgeographicregionsassubcultures
True / False Questions

81.
Asubcultureisasegmentofalargerculturewhosememberssharedistinguishingvaluesandpatternsof
behavior.
TRUE
Blooms:Remember
Difficulty:1Easy
82.
TRUE
Ethnicsubculturesarethosewhosemembers'uniquesharedbehaviorsarebasedonacommonsocial,
language,ornationalbackground.
5-54
Blooms:Remember
Difficulty:1Easy
83.
TheU.S.CensushasprojectedfortheAfricanAmericanpopulationtoreach20percentoftheoverall
FALSE
TheU.S.CensushasprojectedfortheAfricanAmericanpopulationtoreach13.1percentoftheoverall
Blooms:Remember
Difficulty:2Medium
84.
TherelativelyfastergrowthrateofnonEuropeangroupsisduetoahigherbirthrateamongsomeof
thesegroupsandtogreaterimmigration.
TRUE
TherelativelyfastergrowthrateofnonEuropeangroupsisduetoahigherbirthrateamongsomeof
thesegroupsandtogreaterimmigration.
Blooms:Remember
Difficulty:2Medium
85.
AsianAmericansarepredictedtobethefastestgrowingethnicsubcultureintheUnitedStatesbetween
2010and2030.
FALSE
HispanicsarepredictedtobethefastestgrowingethnicsubcultureintheUnitedStatesbetween2010
and2030.
Blooms:Remember
Difficulty:2Medium
5-55
86.
MarketingtoAfricanAmericansshouldbebasedonthesameprinciplesasmarketingtoanyother
group.
TRUE
Adaptationtofittherequirementsoftheuniquesegmentsmayoftenbeneeded.
Blooms:Remember
Difficulty:2Medium
Topic:AfricanAmericans
87.
TheCensusBureaudefinesHispanicasapersonofCuban,Mexican,PuertoRican,SouthorCentral
American,orotherSpanishcultureororiginregardlessofrace.
TRUE
AnHispanicisdefinedasapersonofCuban,Mexican,PuertoRican,SouthorCentralAmerican,or
otherSpanishcultureororiginregardlessofrace.
Blooms:Remember
Difficulty:2Medium
Topic:Hispanics
88.
HispanicsmostlyspeakEnglishandpreferEnglishlanguagemedia.
FALSE
HispanicsoftenspeakSpanishandoftenpreferSpanishlanguagemedia.
Blooms:Remember
Difficulty:2Medium
89.
(p.165)
AsianAmericansarethehighesteducatedandhighestincomegroupwithsubstantialpurchasing
power.
TRUE
AsianAmericanpurchasingpowerisestimatedtobe$713billionandisexpectedtogrowby37percent
through2018,whichishigherthanthegrowthforwhites.
Blooms:Remember
Difficulty:1Easy
5-56
90.
GeographicconcentrationoftheAsianAmericanmarketenhancesmarketingefficiency.
TRUE
SixtyfivepercentofboththeAsianAmericanpopulationandspendingpowerresidesinjustsixstates.
Blooms:Remember
Difficulty:1Easy
91.
TheChoctawarethelargestNativeAmericantribe.
FALSE
TheCherokeearethelargestNativeAmericantribe.
Blooms:Remember
Difficulty:3Hard
theyentail
92.
Indiaisahomogeneouscountry.
FALSE
Insomeways,IndiaismorelikeEuropethanAmericawith28states,sixunionterritories,15official
languages,anddozensofotherlanguagesanddialects.
Blooms:Remember
Difficulty:2Medium
theyentail
Topic:AsianIndianAmericans
93.
Morethan80percentofArabAmericansareU.S.citizens.
TRUE
Morethan80percentofArabAmericansareU.S.citizens,withamajoritybornintheUnitedStates.
Blooms:Remember
Difficulty:3Hard
theyentail
Topic:ArabAmericans
5-57
94.
Americaisbasicallyasecularsociety.
TRUE
Theeducationalsystem,government,andpoliticalprocessarenotcontrolledbyareligiousgroup,and
mostpeople'sdailybehaviorsarenotguidedbystrictreligiousguidelines.
Blooms:Remember
Difficulty:2Medium
95.
MuslimsinAmericaareculturallydiverse,includingArabAmericans,AfricanAmericans,Asian
Americans,andHispanics.
TRUE
MuslimsinAmericaarenotnecessarilyArabs.
Blooms:Remember
Difficulty:2Medium
Topic:NonChristianSubcultures
Essay Questions
5-58
96.
AGermanelectronicsmanufacturerisexpandingintotheUnitedStates.Thiscompanyhas
commissionedyourcompany,amarketingresearchfirm,toexplainthevarioussubculturesinthis
country.Explaintheconceptofsubcultures,andbrieflydescribethethreemainsubculturesdiscussedin
thischapter.
Asubcultureisasegmentofalargerculturewhosememberssharedistinguishingvaluesandpatterns
ofbehavior.Theuniquevaluesandpatternsofbehaviorsharedbysubculturegroupmembersarebased
onthesocialhistoryofthegroupaswellasonitscurrentsituation.Ethnicgroupsarethemost
commonlydescribedsubcultures,butreligiousandgeographicregionsarealsothebasesforstrong
subculturesintheUnitedStates.Anethnicsubcultureisonewhosemembers'uniquesharedbehaviors
arebasedonacommonracial,language,ornationalbackground.Themajorethnicsubculturesinthe
UnitedStatesincludeAfricanAmericans,Hispanics,AsianAmericans,NativeAmericans,AsianIndian
Americans,andArabAmericans.ThedifferentreligionsinAmericaprescribingdifferingvaluesand
behaviorsconstituteseveralreligioussubcultures.TheprimaryreligioussubculturesintheUnited
StatesincludeChristiansubcultures(i.e.,RomanCatholics,Protestants,andBornagainChristians)and
nonChristiansubcultures(i.e.,Jewish,Muslim,andBuddhist).Finally,distinctregionalsubcultures
ariseasaresultofclimaticconditions,thenaturalenvironmentandresources,thecharacteristicsofthe
variousimmigrantgroupsthathavesettledineachregion,andsignificantsocialandpoliticalevents.
ThefourU.S.censusregionsareNortheast,NorthCentral,South,andWest.
Blooms:Understand
Difficulty:2Medium
5-59
97.
Nameanddescribe4ofthe11AfricanAmericanmarketsegmentsidentifiedbyYankelovich.
MarketSegmentResearchfound11segmentsrelatingtodemographics,lifestyle,andtechnologyuse:
NewMiddleClassyounger;highesteducationandincome;mostsuburban;hightechuse;positive
aboutfuture;selfdescribeasBlack;feel"Blackslang"shouldbeavoided.
BroadcastBlacksmiddleage;female;lowestincome;urban;singleparent;lowesttech;confident;
independent;valueeducation;selfdescribeasAfricanAmerican;feel"Blackslang"shouldbeavoided;
stronglysupport"BuyingBlack."
BlackisBettermiddleage;uppermiddleincome;urban;trendsingleparent;confidentandpositive;
selfidentifyasAfricanAmerican;strongemphasisonfaith,career,andfamily;preferbeingaround
peopleoftheirownethnicity;highestspendersonclothing.
BlackOnlinersyounger;male;middle/upperincome;brandconscious;placestrongestimportanceon
beingaroundpeopleofownethnicity;moststressedaboutwork,family,academics,andstraddling
BlackandWhiteworlds;heaviestusersofsuchtechnologyasblogsandIM.
DigitalNetworkersyounger;schoolorearlycareerphase;unmarried;male;suburban;middle/upper
income;heavytech,includingsocialnetworkingandIM;lessintouchwithBlacksolidarity;less
confidentattitudes;lessreligious;shoponline.
ConnectedBlackTeensteenslivingathome,withmorethanhalfraisedbysingleparent;embrace
Blackmedia;techsavvy;brandconsciousandwantbrandspopularwiththeirculture;musicfocused;
positivelifeattitude;respectelders;notasfocusedononlyinteractingwiththoseofsameethnicity.
BoomerBlacksoldestsegment;uppermiddleclass;heavilyonline;preferBlackadvertising;
religious;highmistrustininstitutionsandhighawarenessofprejudice;preferbeingaroundpeopleof
theirownethnicity;stronglysupport"BuyingBlack."
FaithFulfillstrendolderandfemale;parents;married;highlyreligious;spendmosttimevolunteering
forreligiousandnonprofitgroups;uppermiddleclass;havepositiveattitudeaboutfuture;don'tfeel
theyhavetohidetheirBlackness;useInternetbutnottechforward.
SickandStressedtrendolder;male;suburban;parents;lowermiddleincome;lessoptimistic;
stressedabouthealthandfinances;leastlikelytoleadhealthylifestyleandhavehealthinsurance.
FamilyStrugglesbroadagegroup;mostlyfemale;parents;lowerincomestatus;heaviestTV;are
mostlyonlinebutlighterusers;associateheavilywiththoseofsameethnicity;loweruseofsocial
networksites;pricebutnotbrandconscious.
StretchedBlackStraddlersyoung;female;middleincome;trendunmarried;exposedtothegreatest
racialdiscrimination;selfidentifyasBlack;reportactingdifferentlywhenaroundBlacksthanaround
otherethnicities;highstressoverwork,family,money;newertotechnology.
Blooms:Understand
Difficulty:3Hard
5-60
98.
Target,thenationalretailer,isopeningseveralnewstoresinpredominantlyHispaniccommunities.
ExplainhowTargetshouldmodifyitsbusinesstoadequatelyservetheneedsofthismarket.
Theprimaryretailingresponsestothismarkethavebeenincreasingthenumberofbilingual
salespeople;theuseofSpanishlanguagesigns,directions,andpointofpurchasedisplays;and
merchandiseassortmentsthatreflecttheneedsofthelocalHispaniccommunity.Additionally,though,
becauseTargetalsowillbecommunicatingwiththeseconsumersthroughadvertising,forexample,
storemanagersneedtobeawarethatHispanicsoftenspeakSpanishandoftenpreferSpanishlanguage
media.SeriousattemptstotargetHispanicswillofteninvolveSpanishlanguagemediaaswellasmass
media.ThereareseveralSpanishlanguageTVnetworksintheUnitedStatesaswellaswidespread
Spanishlanguageradio,magazines,andnewspapers.SuccessfullycommunicatingtoHispanic
consumersinvolvesmorethandirectlytranslatingadcopyfromEnglishtoSpanish.
Blooms:Understand
Difficulty:2Medium
99.
DiscusstheemergingtrendsregardingtheAsianAmericanmarketthatareworthwatching.
Firstisgeographicconcentration,whichhashistoricallybeenhighandappearstobeincreasing.
Roughly75percentofallAsianAmericansliveinjustsixstates(California,NewYork,NewJersey,
Hawaii,Texas,andIllinois).Immigrationisoneofthefactorsfuelingthegrowthofthispopulation.A
secondtrendistowardanincreaseinskilledworkersfromMandarinspeakingregionsofmainland
China.Afinaltrendisonethatiscommontoallsubculturestheyouthtrend.RoughlyathirdofAsian
Americansareundertheageof25,andthissecondgeneration(sometimesreferredtoasGeneration
2.0),whichwasbornintheUnitedStates,isliketheAfricanAmericanandHispanicyouth,stilltiedto
theirroots,butblendinglanguagesandcultures,influencinggeneralU.S.culture,andfuelingtrendsin
fashionandmusic.
Blooms:Understand
Difficulty:2Medium
5-61
100.
MuchoftheAmericanvaluesystemandtheresultantpoliticalandsocialinstitutionsarederivedfrom
theChristianbeliefsoftheearlysettlers.DiscusstheformsChristianitytakesinthiscountry.
Christianitytakesmanyformsinthiscountry,eachwithsomeuniquebeliefsandbehaviors:Roman
Catholics,Protestants,andBornAgainChristians.
Roughly21percentofAmericanadultsareRomanCatholic.TheCatholicChurchishighlystructured
andhierarchical,thePopeisthecentralreligiousauthority,andindividualinterpretationofscriptureand
eventsisminimal.Abasictenetisthataprimarypurposeofamaritalunionisprocreation,resultingina
largerfamilysizeforCatholicsthanforProtestants.TheCatholicChurchisethnicallydiverse,and
HispanicshavefueledmuchoftheCatholicgrowthsince1960.Catholicshaveveryfewconsumption
restrictionsorrequirementsassociatedwiththeirreligion.
Approximately45percentofAmericanadultsidentifythemselvesasProtestant.Whilethereis
significantdiversitywithinthisreligion,mostemphasizedirectindividualexperiencewithGodasa
coretenet.Theemphasisonindividualresponsibilityandcontrolhasbeencreditedwithcreatinga
strongworkethic,desireofscientificknowledge,awillingnesstosacrificeforthefuture,andrelatively
smallfamilies.Somesubcultureswithinthisreligionprohibittheconsumptionofcertainproducts(e.g.,
stimulantssuchascaffeineprohibitedbytheMormonChurchandalcoholprohibitedbytheSouthern
BaptistChurch).
BornagainChristiansarecharacterizedbyastrongbeliefintheliteraltruthoftheBible,averystrong
commitmenttotheirreligiousbeliefs,havinghada"bornagain"experience,andencouragingothersto
believeinJesusChrist.Theytendtohavesomewhatlowereducationandincomelevelsthanthegeneral
population,andtheytendtohaveamoretraditionalgenderroleorientation.BornagainChristiansare
bestknownfortheirpoliticalstandsonissuessuchasabortion,homosexualrights,andprayerinthe
schools.Theygenerallyopposetheuseofalcoholanddrugs,andvariousgroupshaveorganized
boycottsagainstadvertisersthatsponsorshowstheyfindinappropriate.
Blooms:Understand
Difficulty:2Medium
5-62

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