TBChap 003

Chapter03
TheChangingAmericanSociety:Values
Multiple Choice Questions

1.
2.
Menaremoreinvolvedthaneverinthegroceryshoppingtaskbecauseof_____.
A. generationalshifts(youngerwomenarenowmoreeducatedthanmen)
B. economics(therecentrecessionresultedinmoremenoutofwork)
C. masculine/femininevalues(thereisashifttomorebalance)
D.
AandB
E.
alloftheabove
ThepercentageofU.S.menwhoaretheprimarygroceryshopperfortheirhomeis_____percent.
A.
B.
C.
D.
E.
5
25
51
75
noneoftheabove
3.
4.
____arewidelyheldbeliefsthataffirmwhatisdesirable.
A.
B.
C.
D.
E.
Norms
Culturalvalues
Precepts
Prescriptions
Orientations
WhichofthefollowingisTRUEregardingchangesinAmericanculturalvalues?
A.
Shiftsinculturalvaluesarenotobservable.
B.
Changesinvaluestendtooccurquickly.
C. Changesinvaluestendtooccurevenlyacrossindividualsandgroups.
D. Thereissubstantialvarianceinvaluesacrossindividualsandgroups.
E.
Culturalvaluesareconstant.
3-1
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
5.
WhendidAmericansbegintoplaceincreasedemphasisonleisure,immediategratification,andsensual
gratification?
A.
B.
C.
D.
E.
aftertheendoftheCivilWar
aftertheendofWorldWarI
duringtheDepression
aftertheendofWorldWarII
aftertheVietnamWar
6.
Leighisworkingonaresearchprojectforhermarketingclass,andherassignmentistostudyhow
Americans'valueswithrespecttosensualgratificationandabstinencehavechangedinthepast50years.
WhichofthefollowingwouldgivehertheBESTinsightintothesechanges?
A.
B.
C.
D.
E.
advertising
movies
videogames
governmentdocuments
A,B,andC
7.
8.
WhichofthefollowingstatementsisFALSEregardingthereligious/secularvalueinAmericansociety?
A. Areligiousgroupdoesnotcontroltheeducationalsystem,government,orpoliticalprocess.
B. Mostpeople'sdailybehaviorsarenotguidedbystrictreligiousguidelines.
C.
Americaisbasicallyareligioussociety.
D. Religiousbasedbeliefsdoinfluencedecisions.
E. ManyAmericansforwhomreligionisespeciallyimportantareconservativeintheirbeliefs.
Whichofthefollowingisaselforientedvalue?
A.
B.
C.
D.
E.
problemsolving/fatalistic
individual/collective
tradition/change
material/nonmaterial
performance/status
9.
WhichofthefollowingisNOTanenvironmentorientedvalue?
A.
B.
C.
D.
E.
cleanliness
performance/status
tradition/change
risktaking/security
Alloftheaboveareenvironmentorientedvalues.
3-2
10. WhichofthefollowingisNOTanotherorientedvalue?
A.
B.
C.
D.
E.
diversity/uniformity
masculine/feminine
limitedfamily/extendedfamily
tradition/change
11. WhichofthefollowingisacurrentAmericanvalue?
A.
B.
C.
D.
E.
uniformity
active
religious
youth
overcomenature
12. WhichofthefollowingisatraditionalAmericanvalue?
A.
B.
C.
D.
E.
youth
competition
active
hardwork
alloftheabove
13. WhichofthefollowingisanemergingAmericanvalue?
A.
B.
C.
D.
E.
materialistic
individual
admiringnature
masculine
postponedgratification
14. WhichchangingAmericanvaluehasbeenblamedforthefactthatpeopleage18to40aremostlikelyto
admitthattheyarespendingbeyondtheircomfortrange?
A.
B.
C.
D.
E.
theshifttowardimmediategratification
theshifttowardamorereligioussociety
theshifttowardvoluntarysimplicity
theshifttowardbecomingmoreactive
theshiftawayfrombeingfatalistic
3-3
15. AshiftfromafocusonsensualgratificationtoabstinenceinAmericawouldmostlikelyaffect_____.
A.
theroleofpriceinpurchasedecisions
B.
thetypesofadvertisingthemesused
C. thecomplexityofdecisionrulesusedinpurchasedecisions
D.
thediffusionofInternetshopping
E.
noneoftheabove
16. AshiftbacktoanemphasisonpostponedgratificationinAmericawouldmostlikely_____.
A.
B.
C.
D.
E.
increasetheuseofcredit
decreasetheuseofcredit
alterthetimingoftelevisioncommercials
expandtheuseofInternetshopping
noneoftheabove
17. WhichisNOTareasonAmericansworklonghours?
A. becauseminimumwageishigherthemorehoursworked
B.
becauseoftheirmaterialorientation
C.becausetheymaylackskillsorjobopportunitiestoprovideevenamoderatelifestylewithoutdoingso
D. becauseworkismeaningfulandvaluabletothem
E. AlloftheabovearereasonsAmericansworklonghours.
18. _____isconsumers'effortstoreducetheirrelianceonconsumptionandmaterialpossessions.
A.
B.
C.
D.
E.
Downsizing
Dematerialization
Voluntarysimplicity
Demarketing
Voluntarywithdrawal
19. ThevoluntarysimplicitymovementinAmericarepresentsashiftinwhichvalue?
A.
B.
C.
D.
E.
active/passive
masculine/feminine
youth/age
3-4
20. EricaandherfamilydecidedthatitwasjusttoomuchstrainonthemforEricatoworkoutsidethehome.
Eventhoughshewasasuccessfulattorneyandtheyenjoyedthegoodthingsinlife,herfamilymadea
consciousdecisiontoreducetheirrelianceonconsumptionandmaterialpossessions.Thisbehaviorhas
beentermed_____.
A.
B.
C.
D.
E.
downsizing
dematerialization
voluntarywithdrawal
voluntarysimplicity
demarketing
21. WhatpercentageofAmericanadultsexerciseregularly?
A.
B.
C.
D.
E.
lessthan50percent
50percent
60percent
75percent
morethan75percent
22. WhichofthefollowingstatementsisFALSEregardingAmericans'environmentorientedvalues?
A.
Americanshavelongvaluedcleanliness.
B. Americanstraditionallyhavenotbeenveryreceptivetochange.
C. Americans'risktakingorientationseemstobemovingmoretowardtakingrisks.
D. Traditionally,naturewasviewedasanobstacle.
E. Americansareshiftingbacktoafocusonperformanceratherthanstatus.
23. Thosewhoworkinsuchprofessionsasarchitecture,science,engineering,healthcare,andbusinesswho
generatenewideasandtechnologiesforalivingorengageincomplexproblemsolvingarereferredtoas
_____.
A.
B.
C.
D.
E.
thecreativeclass
socialengineers
thedevelopers
trendsetters
truenaturals
3-5
24. Lakeishaisanarchitect,andherhusband,Timothy,isanengineer.Bothareintheirearly30s.They
representagrowingpercentageoftheworkforcealongwithotherswhogeneratenewideasand
technologiesforalivingorengageincomplexproblemsolving.LakeishaandTimothyarepartofthe
_____.
A.
B.
C.
D.
E.
socialreengineeringmovement
cuttingedge
creativeclass
truenaturals
youngdevelopers
25. WhichofthefollowingfactorshadasignificantimpactonAmericans'emphasisonsecurity?
A.
B.
C.
D.
E.
theDepression
WorldWarII
theColdWar
AandB
A,B,andC
26. Whichofthefollowingisasegmentusedtodescribeconsumerswithrespecttotheirenvironmental
activism?
A.
B.
C.
D.
E.
TrueBlues
EcoCentrists
AilingRecluse
HealthyHermits
GreenEarths
27. WhichofthefollowingisNOTasegmentusedtodescribeconsumerswithrespecttotheirenvironmental
activism?
A.
B.
C.
D.
E.
RespectfulStewards
NewGreenMainstream
ProudTraditionalists
SkepticalIndividuals
GreenNaives
28. Whichsegmentofenvironmentalactivistsishighlydismissiveofenvironmentalconcernsanddoesn't
believeglobalwarmingexists?
A.
B.
C.
D.
E.
EcoVillains
GreenNaives
EcoChic
3-6
29. Gertrudeexpressesdeeplyfeltenvironmentalconcernsandtailorseverythingshedoesandpurchasesto
thesebeliefs.WhichsegmentofenvironmentalactivismbestdescribesGertrude?
A.
B.
C.
D.
E.
EcoCentrists
FrugalEarthMothers
EcoChic
noneoftheabove
30. Mickeyisnotconcernedabouttheenvironment.Hehasnoproblemwiththepollutioncomingfromhis
1965Chevy,andherefusestorecycle.TowhichenvironmentalactivismsegmentwouldMickeybelong?
A.
B.
C.
D.
E.
GreenNaives
EcoVillains
noneoftheabove
31. HeatherandJeffliveonafarminIowawiththeirthreechildren.Theyareconcernedaboutthe
environmentbecauseofthehighcostofheatingtheirhomeinwinter.Whichenvironmentalactivism
segmentbestdescribesHeatherandherfamily?
A.
B.
C.
D.
E.
FrugalEarthMothers
GreenNaives
EcoChic
EcoVillains
32. WhichofthefollowingisoneofthedefiningcharacteristicsofAmericansociety?
A.
B.
C.
D.
E.
aversiontochange
collectivism
individualism
extendedfamily
status
33. Individualismaffectswhichofthefollowing?
A.
B.
C.
D.
E.
incentivesystemsforsalespeople
advertisingthemes
productdesign
customercomplainingbehavior
alloftheabove
3-7
34. Consumershigherinindividualismaremorelikelyto_____whenfacedwithpoorserviceperformance.
A.
B.
C.
D.
E.
complain
switch
engageinnegativewordofmouth
AandB
A,B,andC
35. Lauriepurchasedanentertainmentarmoirefromanationalchainfurnitureretailer.Unfortunately,oneof
thedoorsdidnotoperateproperly,soshecalledtheretailertocomplain.Aservicerepresentativewassent
outtoadjustthedoor,butjustafewweekslater,theproblemreoccurred,soLauriecalledagainandasked
foranewarmoire.Thestoremanagersaidthatanotherservicerepwouldhavetocomeouttodetermineif
itwasduetoamanufacturer'sdefectbeforeitcouldbereplaced.Becausetheservicerepresentativefailed
toshowup,themanagerdecidedtoofferLaurieanewarmoire.Unfortunately,thereplacementhadthe
sameproblemandLauriedemandedhermoneyback.Nowshetellseveryonesheknowstheproblemsshe's
hadwiththisretailer.WhichvaluemostlikelyunderliesLaurie'scomplainingbehavior?
A.
B.
C.
D.
E.
diversity
uniformity
fatalistic
individualism
status
36. Accordingtotheauthors,Americancultureincreasinglyvalues_____.
A.
B.
C.
D.
E.
diversity
uniformity
collectivity
fatalism
noneoftheabove
37. WhichofthefollowingstatementsisTRUEregardingAmericans'otherorientedvalues?
A. AstrongemphasisoncollectivismisoneofthedefiningcharacteristicsofAmericansociety.
B. SinceWorldWarII,Americanshaveincreasinglyvalueddiversity.
C. Theimpactthatthefamilyhasontheindividualisgreat.
D.Olderpeopleareconsideredwiserthanyoungpeopleandarelookedtoasmodelsandleadersin
Americansociety.
E. Americaisacooperativeratherthanacompetitivesociety.
3-8
38. ThevaluethatAmericansplaceonyouthhas_____.
A.
increaseddramaticallyinrecentyears
B. shownaslowreversaltowardmorevaluebeingplacedonageinrecentyears
C.
decreaseddramaticallyinrecentyears
D.
remainedunchangedinrecentyears
E.
shownaslightincreaseinrecentyears
39. Ashiftawayfromacompetitionorientedsocietywouldmostlikelyaffect_____.
A.
B.
C.
D.
E.
salesforcecompensation
thetypesofdecisionrulesused
theuseofcomparativeadvertising
theuseofpriceasacompetitiveweapon
alloftheabove
40. MarketershaverespondedtoAmericans'increasingconcernfortheenvironmentwithanapproachcalled
_____.
A.
B.
C.
D.
E.
greenmarketing
cleanmarketing
environmentalmarketing
activistmarketing
causerelatedmarketing
41. WhichofthefollowingisNOTgenerallyinvolvedingreenmarketing?
A.developingproductswhoseproduction,useordisposalislessharmfultotheenvironmentthanthe
traditionalversionsoftheproduct
B. developingproductsthathaveapositiveimpactontheenvironment
C.
pricingproductslowerthanthecompetition
D. tyingthepurchaseofaproducttoanenvironmentalorganizationorevent
E. Alloftheaboveareinvolvedingreenmarketing.
42. HealthValleyisabrandoffood,suchasbreakfastcereals,thatusesallnaturalandorganicingredients.
Moreover,itonlypurchasesgrainfromorganicfarms.Itstatesonitspackagesthat"organicfarminghelps
keepourfoodpureandprotectsourlandandwaterfromharmfulsubstances.Bysupportingdozensof
smallorganicfarms,HealthValleyhelpsprotectawayoflifeforthesefamilyfarmers,andhelpsensurea
saferandhealthierEarthforyouandyourchildren."Thisisanexampleof_____.
A.
B.
C.
D.
E.
greenmarketing
cleanmarketing
activistmarketing
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43. Asgreenclaimsincreasedinnumberandscope,theFTCdevelopedthe_____tohelpalleviateconcern
overthepotentialformarketerstomisleadconsumers.
A.
B.
C.
D.
E.
BiodegradableActof2005
MarketingRequiredGuidelines
GreenGuides
AandB
AlloftheaboveweredevelopedbytheFTC.
44. TheGreenGuidesprovideexamplesofacceptableandunacceptablepracticesdealingwithadvertisingand
packageclaimsrelatingtosuchareasastheenvironment,ingeneral,aswellthoserelatingspecificallyto
A.
B.
C.
D.
E.
ozonefriendly
biodegradable
recyclable
recycledcontent
alloftheabove
45. Thepracticewherebyafirmpromotesenvironmentalbenefitsthatareunsubstantiatedandonwhichthey
don'tdeliverisknownas________.
A.
B.
C.
D.
E.
ecofriendly
envirosafe
greenwashing
earthsafe
noneoftheabove
46. Environmentalconcernsdon'tguaranteepurchaseofgreenproducts.Negativeperceptionsareontherise
duetobeliefsthatgreenproductsare___________.
A.
B.
C.
D.
E.
tooexpensive
lowerquality
notbetterfortheenvironment
notgreenasclaimed
alloftheabove
47. Whichtermisusedtorefertotheapplicationofmarketingprinciplesandtacticstoadvanceacausesuchas
acharity,anideology,oranactivity?
A.
B.
C.
D.
E.
causemarketing
socialmarketing
personalmarketing
AandB
A,B,andC
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48. _____isdonetoenhancethewelfareofindividualsorsocietywithoutdirectbenefittoafirm.
A.
B.
C.
D.
E.
Causerelatedmarketing
Socialmarketing
Personalmarketing
Greenmarketing
Hybridmarketing
49. Whichtypeofmarketingtiesacompanyanditsproductstoanissueorcausewiththegoalofimproving
salesorcorporateimagewhileprovidingbenefitstothecause?
A.
B.
C.
D.
E.
greenmarketing
nonprofitmarketing
imagemarketing
corporatemarketing
50. Targetstoresgive1percentofacustomer'spurchasetoaschoolofhisorherchoiceifthecustomerusesa
TargetVisacreditcardtopayforpurchases.Targetwillalsodonate0.5percentofallotherpurchasesmade
onthatcard.Thisisanexampleof_____.
A.
B.
C.
D.
E.
greenmarketing
nonprofitmarketing
imagemarketing
corporatemarketing
51. Whichofthefollowingisanexampleofcauserelatedmarketing(CRM)?
A. Acompanydonates$10,000toaschooltopurchasecomputers.
B.Acompanyrecognizesalternativelifestylesamongitsemployeesandallowsbenefitsaccordingly.
C. Acompanydonates$1todiabetesresearchforeverypurchaseofitsproductbyconsumers.
D. Acompanyfeatureseducationalhealthinformationinitsproductadvertising.
E. Acompanyhiresphysicallychallengedemployees.
52. Whichofthefollowingisachallengefacingmarketerswhoimplementcauserelatedmarketingprograms?
A. Itdoesnotincreaseconsumers'trustinthecompany.
B. Acompany'scommitmenttoacauseisnotimportanttomostconsumers.
C.OnlyasmallpercentageofconsumersarelikelytoswitchbrandsbasedonCRMwhenpriceandquality
areequal.
D. Consumerskepticismandapathyaredemonstrated.
E. Alloftheabovearechallengesfacingthosewhoimplementcauserelatedmarketingprograms.
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53. Whichgroupofconsumersdoubtsthesincerityoreffectivenessofcauserelatedmarketingprograms?
A.
B.
C.
D.
E.
Skeptic
Balancer
Attributionoriented
Sociallyconcerned
Apathetic
54. Johndoubtsthesincerityofmarketerswhoclaimthattheywilldonatetoacauseifhepurchasestheir
product.Hedoesn'tbelievethattheywillmakeadifferencebecausehethinksthatmarketersareonly
concernedwithprofitsandprobablyonlydonateasmallportionoftheirprofitstothestatedcause.Johnis
bestdescribedasbelongingtowhichgroupofconsumers?
A.
B.
C.
D.
E.
Skeptic
Balancer
Attributionoriented
Sociallyconcerned
Apathetic
55. Karenbelievesincauserelatedprograms,butshedoesn'talwaysactaccordingly.Thatis,shelikesto
patronizeretailersthatclaimtodonateaportionofherpurchasestocharity,butsheonlyshopstherewhen
itisconvenientforhertodoso.WhichconsumergroupwouldKarenbelong?
A.
B.
C.
D.
E.
Skeptic
Balancer
Attributionoriented
Sociallyconcerned
Apathetic
56. Carllikestosupportmarketersthatsupportcausesorcharitiesthatareimportanttohim.However,heis
concernedaboutamarketer'smotivebehindcauserelatedmarketingprogramsandusesgoodjudgmenton
whichonestosupport.Carlisbestdescribedasbelongingtowhichgroupofconsumers?
A.
B.
C.
D.
E.
Skeptic
Balancer
Attributionoriented
Sociallyconcerned
Apathetic
3-12
57. Whichconsumergroupisdrivenbyadesiretohelpwithrespecttocauserelatedmarketingprograms?
A.
B.
C.
D.
E.
Skeptic
Balancer
Attributionoriented
Sociallyconcerned
Apathetic
58. Mariawillgooutofherwaytopurchaseabrandorpatronizeastorethatclaimstosupportacharityifshe
purchasestheirbrandorshopsintheirstore.Eventhoughsheknowsthatmarketersdeveloptheseprograms
tohelpthemselvesaswellasthecause,shedoesn'treallycareaboutthat.She'sjustdrivenbythedesireto
help.TowhichgroupofconsumersdoesMariabelong?
A.
B.
C.
D.
E.
Skeptic
Balancer
Attributionoriented
Sociallyconcerned
Apathetic
59. Whathasbeenfoundtoimprovetheresultsofcauserelatedmarketingprograms?
A.
B.
C.
D.
E.
theamountofmoneydonated
thefitbetweenthecompanyandthecause
supportingcausesthathelpchildren
supportingcausesthathelptheenvironment
longercommitmentstosupportingacause
60. Gayconsumers,likeheterosexuals,varyintermsof_____.
A.
B.
C.
D.
E.
ethnicity
geographicregion
occupations
age
alloftheabove
61. Thegaymarkethasbeenestimatedtocomprise_____percentoftheadultU.S.population.
A.
B.
C.
D.
E.
35
7
10
1520
25
3-13
62. Whatistypicallyabsolutelynecessaryofanyfirmthatdesirestocapturetheloyaltyofthegay
community?
A. musthaveseparatepromotioneffortsingayandmainstreammedia
B. musthavegaythemesinadsplacedinmainstreammedia
C.
mustofferdiscountstogayconsumers
D. musthaveinternalpoliciesthatdonotdiscriminateagainstgayemployees
E.mustusecauserelatedmarketingprogramsthatsupportcausesrelevanttogayconsumers(i.e.,AIDS
research)
63. WhichindexispublishedbytheHumanRightsCampaignFoundationandmeasureshowequitablya
companytreatsitsGLBT(Gay,Lesbian,Bisexual,andTransgender)employees,customers,andinvestors?
A.
B.
C.
D.
E.
corporateequalityindex(CEI)
corporateGLBTindex
corporateidentityindex(CII)
gayrightsindex(GRI)
greenindex
64. Whichisaproductorservicethatoftenneedsmodificationwhentargetinggayconsumers?
A.
B.
C.
D.
E.
financialservices
automobiles
furniture
interiordecorating
alloftheabove
65. Whichterm(s)is(are)usedtorefertowhetherapersonisbiologicallyamaleorfemale?
A.
B.
C.
D.
E.
gender
sex
genderidentity
AandB
A,B,andC
66. _____referstothetraitsoffemininityandmasculinity.
A.
B.
C.
D.
E.
Gender
Sex
Genderidentity
Genderroles
Gendercontinuum
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67. Thebehaviorsconsideredappropriateformalesandfemalesinagivensocietyareknownas_____.
A.
B.
C.
D.
E.
gender
sex
genderidentity
genderroles
gendercontinuum
68. WhilewomenarevitalmembersoftheworkforceintheUnitedStates,theyarestillconsideredtheprimary
caregiversofthechildreninafamily.Thisrepresentswomen's_____inAmericansociety.
A.
B.
C.
D.
E.
gender
sex
genderidentity
genderrole
gendercontinuum
69. A(n)_____isbasedonanattributeoverwhichtheindividualhaslittleornocontrol.
A.
B.
C.
D.
E.
traditionalrole
achievementrole
ascribedrole
genderidentity
genderorientation
70. _____arebasedonperformancecriteriaoverwhichtheindividualhassomedegreeofcontrol.
A.
B.
C.
D.
E.
Traditionalroles
Achievementroles
Ascribedroles
Genderroles
Selectiveroles
71. Awomanwhoismarriedwiththehusbandassumingtheresponsibilityforprovidingforthefamilyandthe
wiferunningthehouseandtakingcareofthechildrenwouldbeclassifiedas_____.
A.
B.
C.
D.
E.
genderappropriate
genderconsistent
traditional
modern
oldfashioned
3-15
72. Catherineismarriedandamotheroftwochildren.Shehasdecidedtoforegoherowncareertostayhome
withherchildrenuntiltheyaregrownandontheirown.Bothsheandherhusbandhavedecidedthatitis
bestfortheirfamilyforhimtoassumetheresponsibilityforprovidingfinancialsecurityforthemwhileshe
takescareofthehomeandfamily.Catherinewouldbeclassifiedaswhichtypeofwoman?
A.
B.
C.
D.
E.
genderappropriate
genderconsistent
traditional
modern
oldfashioned
73. Awomanwhoismarriedwherebothsheandherhusbandworkandsharehomemakingandchildcare
responsibilitiesisclassifiedas_____withrespecttogenderorientation.
A.
B.
C.
D.
E.
transgender
genderinconsistent
traditional
modern
cuttingedge
74. Raynaismarriedandamotheroffourchildren.Bothsheandherhusbandsharehomemakingandchild
rearingresponsibilities.Raynawouldbeclassifiedasa_____genderorientation.
A.
B.
C.
D.
E.
transgender
genderinconsistent
traditional
modern
cuttingedge
75. Whichofthefollowingisasegmentoffemaleconsumers?
A.
B.
C.
D.
E.
traditionalhousewife
trappedhousewife
trappedworkingwoman
careerworkingwoman
alloftheabove
76. Lisaisasinglemotheroftwoandworkstwojobstoprovideforherfamilyandderiveslittleorno
satisfactionfromemployment.TowhichmarketsegmentwouldLisabelong?
A.
B.
C.
D.
E.
trappedhousewife
trappedworkingwoman
careerworkingwoman
moderndaywoman
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77. Whichofthefollowingisareasonwomenareanimportanttargetmarket?
A.
B.
C.
D.
E.
Womenheadedhouseholdsrepresentalmost50percentofallhouseholds.
Womenarehomogeneousasagroup,whichmakesmarketingtothemeasier.
Ahighpercentageofwomenworkoutsidethehome.
Women'spurchasingpowernowequalsmen'spurchasingpower.
Alloftheabovearereasonswomenareanimportanttargetmarket.
78. Becausewomenarequitediverseasagroup,whatotherfactorsmustmarketersalsoconsiderwhen
designingmarketingcommunications?
A.
B.
C.
D.
E.
ethnicity
age
lifestage
employmentstatus
alloftheabove
True / False Questions

79. Observableshiftsinconsumerbehaviorareoftenduetounderlyingshiftsinculturalvalues.
TrueFalse
80. Americaisbasicallyasecularsociety.
TrueFalse
81. MaterialismisanemergingAmericanselforientedvalue.
TrueFalse
82. Consumers'effortstoreducetheirrelianceonconsumptionandmaterialpossessionshavebeentermed
dematerialization.
TrueFalse
83. Americanscontinuetovalueanactiveapproachtolife.
TrueFalse
84. Consumerslabeledas"EcoChic"arehighlycommittedtoandconcernedabouttheenvironment.
TrueFalse
3-17
85. Consumershigherinindividualismaremorelikelytocomplain,switch,orengageinnegativewordof
mouth.
TrueFalse
86. Americanshavealwaysvalueddiversity.
TrueFalse
87. ThoughAmericansareincreasinglyfocusingoncooperationandteamwork,itisdonesothattheteamor
groupcanoutperformsomeotherteamorgroup.
TrueFalse
88. Greenmarketing,likefoodsupplementmarketing,isunregulated,andmarketerscanmakeunsubstantiated
claimswithoutpenalty.
TrueFalse
89. Causerelatedmarketing(CRM)ismarketingthattiesacompanyanditsproductstoanissueorcausewith
thegoalofimprovingsalesorcorporateimagewhileprovidingbenefitstothecause.
TrueFalse
90. ConsumersmaydoubtTomsShoesCRMbecauseitistiedtoacharitableorganizationwithstrings
attached.
TrueFalse
91. SkepticsaremostlikelytovaluetheTomsShoeapproach.
TrueFalse
92. Currentestimatesvary,butcommonbenchmarksputthesizeofthegaymarketat10to15percentofthe
adultU.S.population.
TrueFalse
93. Comparedtothegeneralpopulation,gayconsumerstendtobelesstechsavvy.
TrueFalse
94. Genderrolesrefertothetraitsoffemininityandmasculinity.
TrueFalse
95. Atrappedhousewifeisgenerallymarriedandstaysathome,butshepreferstoworkanddoesnotenjoy
householdchores.
TrueFalse
3-18
Essay Questions
96. DiscusschangesinthreeofAmericans'selforientedvalues.
97. Define"greenmarketing,"andexplainwhatismeantby"greenwashing."
98. Thecompanyyouworkforwantstointegrateitsphilanthropiccharitablegivingwithitsowncorporate
performance.Explainhowthiscanbeaccomplished,anddiscusshowconsumersmightrespondtothis
effort.
3-19
99. Whatissuesmustcompaniesunderstandandcontendwithwhenattemptingtomarkettothegay
consumer?
100.Compareandcontrastthetermsgender,genderidentity,andgenderroles.
3-20
Chapter03TheChangingAmericanSociety:ValuesAnswerKey
Multiple Choice Questions

1.
Menaremoreinvolvedthaneverinthegroceryshoppingtaskbecauseof_____.
A. generationalshifts(youngerwomenarenowmoreeducatedthanmen)
B. economics(therecentrecessionresultedinmoremenoutofwork)
C. masculine/femininevalues(thereisashifttomorebalance)
D.
AandB
alloftheabove
E.
Menareinvolvedinthegroceryshoppingtaskmorethaneverduetogenerationalshifts,economics,
andmorebalanceinmasculine/femininevalues.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0301UnderstandcoreAmericanculturalvalues
Topic:ChangesinAmericanCulturalValues
2.
ThepercentageofU.S.menwhoaretheprimarygroceryshopperfortheirhomeis_____percent.
A.
5
B.
25
51
C.
D.
75
E.
noneoftheabove
ArecentYahoostudyfindsthat51percentofadultmenintheUnitedStatesreportbeingtheprimary
groceryshopperfortheirhome.
Blooms:Remember
Difficulty:3Hard
3-21
3.
____arewidelyheldbeliefsthataffirmwhatisdesirable.
A.
Norms
Culturalvalues
B.
C.
Precepts
D.
Prescriptions
E.
Orientations
Culturalvaluesarewidelyheldbeliefsthataffirmwhatisdesirable.
Blooms:Remember
Difficulty:1Easy
4.
WhichofthefollowingisTRUEregardingchangesinAmericanculturalvalues?
A.
Shiftsinculturalvaluesarenotobservable.
B.
Changesinvaluestendtooccurquickly.
C. Changesinvaluestendtooccurevenlyacrossindividualsandgroups.
D. Thereissubstantialvarianceinvaluesacrossindividualsandgroups.
E.
Culturalvaluesareconstant.
Thereissubstantialvarianceinvaluesacrossindividualsandgroups.
Blooms:Understand
Difficulty:2Medium
5.
WhendidAmericansbegintoplaceincreasedemphasisonleisure,immediategratification,andsensual
gratification?
A.
aftertheendoftheCivilWar
B.
aftertheendofWorldWarI
C.
duringtheDepression
aftertheendofWorldWarII
D.
E.
aftertheVietnamWar
BeginningaftertheendofWorldWarIIandacceleratingrapidlyduringthe1970sand1980s,
Americansbegantoplaceincreasedemphasisonleisure,immediategratification,andsensual
gratification.
Blooms:Remember
Difficulty:3Hard
LearningObjective:0302Summarizechangesinself;environment;andotherorientedvalues
Topic:SelfOrientedValues
3-22
6.
Leighisworkingonaresearchprojectforhermarketingclass,andherassignmentistostudyhow
Americans'valueswithrespecttosensualgratificationandabstinencehavechangedinthepast50
years.WhichofthefollowingwouldgivehertheBESTinsightintothesechanges?
A.
advertising
B.
movies
C.
videogames
D.
governmentdocuments
A,B,andC
E.
ThechangeinAmericans'valueswithrespecttosensualgratificationandabstinenceinthepast50years
canbeseeninadvertising,movies,andvideogames.
Blooms:Understand
Difficulty:1Easy
7.
WhichofthefollowingstatementsisFALSEregardingthereligious/secularvalueinAmerican
society?
A. Areligiousgroupdoesnotcontroltheeducationalsystem,government,orpoliticalprocess.
B. Mostpeople'sdailybehaviorsarenotguidedbystrictreligiousguidelines.
Americaisbasicallyareligioussociety.
C.
D.
Religiousbasedbeliefsdoinfluencedecisions.
E. ManyAmericansforwhomreligionisespeciallyimportantareconservativeintheirbeliefs.
Americaisbasicallyasecularsociety.
Blooms:Understand
Difficulty:3Hard
8.
Whichofthefollowingisaselforientedvalue?
A.
B.
C.
tradition/change
D.
E.
performance/status
Material/nonmaterialisanexampleofaselforientedvalue.
Blooms:Remember
3-23
Difficulty:2Medium
9.
WhichofthefollowingisNOTanenvironmentorientedvalue?
A.
cleanliness
B.
performance/status
C.
tradition/change
D.
risktaking/security
Alloftheaboveareenvironmentorientedvalues.
E.
Cleanliness,performance/status,tradition/change,andrisktaking/securityareallenvironmentoriented
values.
Blooms:Remember
Difficulty:2Medium
Topic:EnvironmentOrientedValues
10.
WhichofthefollowingisNOTanotherorientedvalue?
A.
diversity/uniformity
B.
masculine/feminine
C.
limitedfamily/extendedfamily
tradition/change
D.
E.
Tradition/changeisaselforientedvalue.
Blooms:Remember
Difficulty:2Medium
11.
WhichofthefollowingisacurrentAmericanvalue?
A.
uniformity
active
B.
C.
religious
D.
youth
E.
overcomenature
Americanscontinuetovalueanactiveapproachtolife.
Blooms:Remember
Difficulty:3Hard
3-24
12.
WhichofthefollowingisatraditionalAmericanvalue?
A.
youth
B.
competition
C.
active
D.
hardwork
alloftheabove
E.
Youth,competition,active,andhardworkarealltraditionalAmericanvalues.
Blooms:Remember
Difficulty:1Easy
13.
WhichofthefollowingisanemergingAmericanvalue?
A.
materialistic
B.
individual
admiringnature
C.
D.
masculine
E.
postponedgratification
AdmiringnatureisanemergingAmericanvalue.
Blooms:Remember
Difficulty:3Hard
14.
WhichchangingAmericanvaluehasbeenblamedforthefactthatpeopleage18to40aremostlikelyto
admitthattheyarespendingbeyondtheircomfortrange?
theshifttowardimmediategratification
A.
B.
theshifttowardamorereligioussociety
C.
theshifttowardvoluntarysimplicity
D.
theshifttowardbecomingmoreactive
E.
theshiftawayfrombeingfatalistic
Americansseemunwillingtodelaypleasure,eveninthefaceofdiscomfortoverspendinglevelsand
debt.
Blooms:Understand
Difficulty:2Medium
3-25
15.
AshiftfromafocusonsensualgratificationtoabstinenceinAmericawouldmostlikelyaffect_____.
A.
theroleofpriceinpurchasedecisions
thetypesofadvertisingthemesused
B.
C. thecomplexityofdecisionrulesusedinpurchasedecisions
D.
thediffusionofInternetshopping
E.
noneoftheabove
Adsbasedonthisappealaregenerallywellreceivedbutcancauseproblemswhentheygotoofar.
Blooms:Understand
Difficulty:2Medium
16.
AshiftbacktoanemphasisonpostponedgratificationinAmericawouldmostlikely_____.
A.
increasetheuseofcredit
decreasetheuseofcredit
B.
C.
alterthetimingoftelevisioncommercials
D.
expandtheuseofInternetshopping
E.
noneoftheabove
Americansarenowsavingmoreandpayingdowndebt.
Blooms:Understand
Difficulty:1Easy
17.
WhichisNOTareasonAmericansworklonghours?
A. becauseminimumwageishigherthemorehoursworked
B.
becauseoftheirmaterialorientation
C. becausetheymaylackskillsorjobopportunitiestoprovideevenamoderatelifestylewithoutdoing
so
D.
becauseworkismeaningfulandvaluabletothem
E.
AlloftheabovearereasonsAmericansworklonghours.
Minimumwageisnothigherthemorehoursworked.
Blooms:Understand
Difficulty:2Medium
3-26
18.
_____isconsumers'effortstoreducetheirrelianceonconsumptionandmaterialpossessions.
A.
Downsizing
B.
Dematerialization
Voluntarysimplicity
C.
D.
Demarketing
E.
Voluntarywithdrawal
Voluntarysimplicitycanspanacontinuumfromminortomajorlifestyleadjustments.
Blooms:Remember
Difficulty:2Medium
19.
ThevoluntarysimplicitymovementinAmericarepresentsashiftinwhichvalue?
A.
active/passive
B.
C.
masculine/feminine
D.
E.
youth/age
Majorfactorsinthedecisiontosimplifyappeartobethedesireforreducedstressandincreasedlife
satisfaction.
Blooms:Remember
Difficulty:2Medium
20.
EricaandherfamilydecidedthatitwasjusttoomuchstrainonthemforEricatoworkoutsidethe
home.Eventhoughshewasasuccessfulattorneyandtheyenjoyedthegoodthingsinlife,herfamily
madeaconsciousdecisiontoreducetheirrelianceonconsumptionandmaterialpossessions.This
behaviorhasbeentermed_____.
A.
downsizing
B.
dematerialization
C.
voluntarywithdrawal
voluntarysimplicity
D.
E.
demarketing
Voluntarysimplicityisconsumers'effortstoreducetheirrelianceonconsumptionandmaterial
possessions.
3-27
Blooms:Understand
Difficulty:2Medium
21.
WhatpercentageofAmericanadultsexerciseregularly?
lessthan50percent
A.
B.
50percent
C.
60percent
D.
75percent
E.
morethan75percent
Lessthan50percentofAmericanadultsexerciseregularly.
Blooms:Remember
Difficulty:3Hard
22.
WhichofthefollowingstatementsisFALSEregardingAmericans'environmentorientedvalues?
A.
Americanshavelongvaluedcleanliness.
B. Americanstraditionallyhavenotbeenveryreceptivetochange.
C. Americans'risktakingorientationseemstobemovingmoretowardtakingrisks.
D.
Traditionally,naturewasviewedasanobstacle.
E. Americansareshiftingbacktoafocusonperformanceratherthanstatus.
Americanshavealwaysbeenveryreceptivetochange.
Blooms:Understand
Difficulty:2Medium
3-28
23.
Thosewhoworkinsuchprofessionsasarchitecture,science,engineering,healthcare,andbusinesswho
generatenewideasandtechnologiesforalivingorengageincomplexproblemsolvingarereferredto
as_____.
thecreativeclass
A.
B.
socialengineers
C.
thedevelopers
D.
trendsetters
E.
truenaturals
Thecreativeclassisdefinedasthosewhoworkinsuchprofessionsasarchitecture,science,
engineering,healthcare,andbusinesswhogeneratenewideasandtechnologiesforalivingorengage
incomplexproblemsolving.
Blooms:Understand
Difficulty:2Medium
24.
Lakeishaisanarchitect,andherhusband,Timothy,isanengineer.Bothareintheirearly30s.They
representagrowingpercentageoftheworkforcealongwithotherswhogeneratenewideasand
technologiesforalivingorengageincomplexproblemsolving.LakeishaandTimothyarepartofthe
_____.
A.
socialreengineeringmovement
B.
cuttingedge
creativeclass
C.
D.
truenaturals
E.
youngdevelopers
Thecreativeclassisdefinedasthosewhoworkinsuchprofessionsasarchitecture,science,
engineering,healthcare,andbusinesswhogeneratenewideasandtechnologiesforalivingorengage
incomplexproblemsolving.
Blooms:Understand
Difficulty:2Medium
3-29
25.
WhichofthefollowingfactorshadasignificantimpactonAmericans'emphasisonsecurity?
A.
theDepression
B.
WorldWarII
C.
theColdWar
D.
AandB
A,B,andC
E.
TheDepression,WorldWarII,andtheColdWarhadasignificantimpactonAmericans'emphasison
security.
Blooms:Remember
Difficulty:2Medium
26.
Whichofthefollowingisasegmentusedtodescribeconsumerswithrespecttotheirenvironmental
activism?
A.
TrueBlues
EcoCentrists
B.
C.
AilingRecluse
D.
HealthyHermits
E.
GreenEarths
EcoCentristsisasegmentusedtodescribeconsumerswithrespecttotheirenvironmentalactivism.
Blooms:Remember
Difficulty:2Medium
27.
WhichofthefollowingisNOTasegmentusedtodescribeconsumerswithrespecttotheir
environmentalactivism?
A.
RespectfulStewards
NewGreenMainstream
B.
C.
D.
E.
GreenNaives
NewGreenMainstreamisnotasegmentusedtodescribeconsumerswithrespecttotheirenvironmental
activism.
Blooms:Remember
Difficulty:3Hard
3-30
28.
Whichsegmentofenvironmentalactivistsishighlydismissiveofenvironmentalconcernsanddoesn't
believeglobalwarmingexists?
A.
EcoVillains
B.
C.
GreenNaives
D.
EcoChic
E.
EcoVillainsarehighlydismissiveofenvironmentalconcernsanddon'tbelieveglobalwarmingexists.
Blooms:Remember
Difficulty:2Medium
29.
Gertrudeexpressesdeeplyfeltenvironmentalconcernsandtailorseverythingshedoesandpurchasesto
thesebeliefs.WhichsegmentofenvironmentalactivismbestdescribesGertrude?
EcoCentrists
A.
B.
C.
FrugalEarthMothers
D.
EcoChic
E.
noneoftheabove
EcoCentristsarethemosthighlyconcernedabouttheenvironment;theirbeliefsarereflectedintheir
consumptionbehaviors.
Blooms:Understand
Difficulty:2Medium
3-31
30.
Mickeyisnotconcernedabouttheenvironment.Hehasnoproblemwiththepollutioncomingfromhis
1965Chevy,andherefusestorecycle.TowhichenvironmentalactivismsegmentwouldMickey
belong?
A.
GreenNaives
EcoVillains
B.
C.
D.
E.
noneoftheabove
EcoVillainsarehighlydismissiveofenvironmentalconcernsanddon'tbelieveglobalwarmingexists.
Blooms:Understand
Difficulty:2Medium
31.
HeatherandJeffliveonafarminIowawiththeirthreechildren.Theyareconcernedaboutthe
environmentbecauseofthehighcostofheatingtheirhomeinwinter.Whichenvironmentalactivism
segmentbestdescribesHeatherandherfamily?
A.
FrugalEarthMothers
B.
GreenNaives
C.
EcoChic
D.
E.
EcoVillains
ProudTraditionalists'environmentaleffortsarefocusedonkeepingtheirhomerunningefficientlyand
effectively(insulationandwaterefficientproducts).
Blooms:Understand
Difficulty:2Medium
32.
WhichofthefollowingisoneofthedefiningcharacteristicsofAmericansociety?
A.
aversiontochange
B.
collectivism
individualism
C.
D.
extendedfamily
E.
status
IndividualismisoneofthedefiningcharacteristicsofAmericansociety.
Blooms:Remember
3-32
Difficulty:2Medium
Topic:OtherOrientedValues
33.
Individualismaffectswhichofthefollowing?
A.
incentivesystemsforsalespeople
B.
advertisingthemes
C.
productdesign
D.
customercomplainingbehavior
alloftheabove
E.
Individualismaffectsincentivesystemsforsalespeople,advertisingthemes,productdesign,and
customercomplainingbehavior.
Blooms:Remember
Difficulty:1Easy
34.
Consumershigherinindividualismaremorelikelyto_____whenfacedwithpoorservice
performance.
A.
complain
B.
switch
C.
engageinnegativewordofmouth
D.
AandB
A,B,andC
E.
Consumershigherinindividualismaremorelikelytocomplain,switch,andengageinnegativeword
ofmouthwhenfacedwithpoorserviceperformance.
Blooms:Understand
Difficulty:1Easy
3-33
35.
Lauriepurchasedanentertainmentarmoirefromanationalchainfurnitureretailer.Unfortunately,one
ofthedoorsdidnotoperateproperly,soshecalledtheretailertocomplain.Aservicerepresentativewas
sentouttoadjustthedoor,butjustafewweekslater,theproblemreoccurred,soLauriecalledagain
andaskedforanewarmoire.Thestoremanagersaidthatanotherservicerepwouldhavetocomeoutto
determineifitwasduetoamanufacturer'sdefectbeforeitcouldbereplaced.Becausetheservice
representativefailedtoshowup,themanagerdecidedtoofferLaurieanewarmoire.Unfortunately,the
replacementhadthesameproblemandLauriedemandedhermoneyback.Nowshetellseveryoneshe
knowstheproblemsshe'shadwiththisretailer.WhichvaluemostlikelyunderliesLaurie'scomplaining
behavior?
A.
diversity
B.
uniformity
C.
fatalistic
individualism
D.
E.
status
Consumershigherinindividualismaremorelikelytocomplain,switch,andengageinnegativeword
ofmouthwhenfacedwithpoorserviceperformance.
Blooms:Understand
Difficulty:3Hard
36.
Accordingtotheauthors,Americancultureincreasinglyvalues_____.
diversity
A.
B.
uniformity
C.
collectivity
D.
fatalism
E.
noneoftheabove
Americancultureincreasinglyvaluesdiversity.
Blooms:Remember
Difficulty:2Medium
3-34
37.
WhichofthefollowingstatementsisTRUEregardingAmericans'otherorientedvalues?
A. AstrongemphasisoncollectivismisoneofthedefiningcharacteristicsofAmericansociety.
B. SinceWorldWarII,Americanshaveincreasinglyvalueddiversity.
C. Theimpactthatthefamilyhasontheindividualisgreat.
D. Olderpeopleareconsideredwiserthanyoungpeopleandarelookedtoasmodelsandleadersin
Americansociety.
E. Americaisacooperativeratherthanacompetitivesociety.
Americancultureincreasinglyvaluesdiversity.
Blooms:Understand
Difficulty:2Medium
38.
ThevaluethatAmericansplaceonyouthhas_____.
A.
increaseddramaticallyinrecentyears
shownaslowreversaltowardmorevaluebeingplacedonageinrecentyears
B.
C.
decreaseddramaticallyinrecentyears
D.
remainedunchangedinrecentyears
E.
shownaslightincreaseinrecentyears
Becauseoftheirincreasingnumbersanddisposableincome,oldercitizenshavedevelopedpoliticaland
economiccloutandarebeginningtouseit.
Blooms:Remember
Difficulty:2Medium
39.
Ashiftawayfromacompetitionorientedsocietywouldmostlikelyaffect_____.
A.
salesforcecompensation
B.
thetypesofdecisionrulesused
theuseofcomparativeadvertising
C.
D.
theuseofpriceasacompetitiveweapon
E.
alloftheabove
Ashiftawayfromacompetitionorientedsocietywouldmostlikelyaffecttheuseofcomparative
advertising.
Blooms:Remember
Difficulty:2Medium
3-35
40.
MarketershaverespondedtoAmericans'increasingconcernfortheenvironmentwithanapproach
called_____.
greenmarketing
A.
B.
cleanmarketing
C.
D.
activistmarketing
E.
MarketershaverespondedtoAmericans'increasingconcernfortheenvironmentwithanapproach
calledgreenmarketing.
Blooms:Remember
Difficulty:2Medium
LearningObjective:0303Discussvaluesastheyrelatetogreenmarketing
Topic:GreenMarketing
41.
WhichofthefollowingisNOTgenerallyinvolvedingreenmarketing?
A. developingproductswhoseproduction,useordisposalislessharmfultotheenvironmentthanthe
traditionalversionsoftheproduct
B. developingproductsthathaveapositiveimpactontheenvironment
pricingproductslowerthanthecompetition
C.
D. tyingthepurchaseofaproducttoanenvironmentalorganizationorevent
E.
Alloftheaboveareinvolvedingreenmarketing.
Pricingproductslowerthanthecompetitionisnotgenerallyinvolvedingreenmarketing.
Blooms:Understand
Difficulty:2Medium
3-36
42.
HealthValleyisabrandoffood,suchasbreakfastcereals,thatusesallnaturalandorganicingredients.
Moreover,itonlypurchasesgrainfromorganicfarms.Itstatesonitspackagesthat"organicfarming
helpskeepourfoodpureandprotectsourlandandwaterfromharmfulsubstances.Bysupporting
dozensofsmallorganicfarms,HealthValleyhelpsprotectawayoflifeforthesefamilyfarmers,and
helpsensureasaferandhealthierEarthforyouandyourchildren."Thisisanexampleof_____.
greenmarketing
A.
B.
cleanmarketing
C.
D.
activistmarketing
E.
Greenmarketinggenerallyinvolves(1)developingproductswhoseproduction,use,ordisposalisless
harmfultotheenvironment;(2)developingproductsthathaveapositiveimpactontheenvironment;or
(3)tyingthepurchaseofaproducttoanenvironmentorganizationorevent.
Blooms:Understand
Difficulty:2Medium
43.
Asgreenclaimsincreasedinnumberandscope,theFTCdevelopedthe_____tohelpalleviateconcern
overthepotentialformarketerstomisleadconsumers.
A.
BiodegradableActof2005
B.
MarketingRequiredGuidelines
GreenGuides
C.
D.
AandB
E.
AlloftheaboveweredevelopedbytheFTC.
TheFTCGreenGuidesarevoluntaryguidelinesthatprovidedozensofexamplesofacceptableand
unacceptableadvertisingandpackageclaims.
Blooms:Remember
Difficulty:2Medium
3-37
44.
TheGreenGuidesprovideexamplesofacceptableandunacceptablepracticesdealingwithadvertising
andpackageclaimsrelatingtosuchareasastheenvironment,ingeneral,aswellthoserelating
specificallyto
A.
ozonefriendly
B.
biodegradable
C.
recyclable
D.
recycledcontent
alloftheabove
E.
GreenGuidesarevoluntaryguidelinesthatprovidedozensofexamplesofacceptableandunacceptable
advertisingandpackageclaims.
Blooms:Remember
Difficulty:3Hard
45.
Thepracticewherebyafirmpromotesenvironmentalbenefitsthatareunsubstantiatedandonwhich
theydon'tdeliverisknownas________.
A.
ecofriendly
B.
envirosafe
greenwashing
C.
D.
earthsafe
E.
noneoftheabove
Greenwashingisapracticewherebyafirmpromotesenvironmentalbenefitsthatareunsubstantiated
andonwhichtheydon'tdeliver.
Blooms:Remember
Difficulty:2Medium
46.
Environmentalconcernsdon'tguaranteepurchaseofgreenproducts.Negativeperceptionsareonthe
riseduetobeliefsthatgreenproductsare___________.
A.
tooexpensive
B.
lowerquality
C.
notbetterfortheenvironment
D.
notgreenasclaimed
alloftheabove
E.
Overcomingthesenegativeperceptionsiscriticaltothesuccessofgreenmarketing.
3-38
Blooms:Understand
Difficulty:2Medium
47.
Whichtermisusedtorefertotheapplicationofmarketingprinciplesandtacticstoadvanceacause
suchasacharity,anideology,oranactivity?
A.
causemarketing
B.
socialmarketing
C.
personalmarketing
AandB
D.
E.
A,B,andC
Causemarketingandsocialmarketingarebothtermsusedtorefertotheapplicationofmarketing
principlesandtacticstoadvanceacausesuchasacharity,anideology,oranactivity.
Blooms:Remember
Difficulty:2Medium
LearningObjective:0304Discussvaluesastheyrelatetocauserelatedmarketing
Topic:CauseRelatedMarketing
48.
_____isdonetoenhancethewelfareofindividualsorsocietywithoutdirectbenefittoafirm.
A.
Causerelatedmarketing
Socialmarketing
B.
C.
Personalmarketing
D.
Greenmarketing
E.
Hybridmarketing
Socialmarketingisdonetoenhancethewelfareofindividualsorsocietywithoutdirectbenefittoa
firm.
Blooms:Remember
Difficulty:2Medium
3-39
49.
Whichtypeofmarketingtiesacompanyanditsproductstoanissueorcausewiththegoalof
improvingsalesorcorporateimagewhileprovidingbenefitstothecause?
A.
B.
greenmarketing
C.
nonprofitmarketing
D.
imagemarketing
E.
corporatemarketing
Causerelatedmarketingtiesacompanyanditsproductstoanissueorcausewiththegoalofimproving
salesorcorporateimagewhileprovidingbenefitstothecause.
Blooms:Remember
Difficulty:2Medium
50.
Targetstoresgive1percentofacustomer'spurchasetoaschoolofhisorherchoiceifthecustomer
usesaTargetVisacreditcardtopayforpurchases.Targetwillalsodonate0.5percentofallother
purchasesmadeonthatcard.Thisisanexampleof_____.
A.
B.
greenmarketing
C.
nonprofitmarketing
D.
imagemarketing
E.
corporatemarketing
Blooms:Understand
Difficulty:2Medium
51.
Whichofthefollowingisanexampleofcauserelatedmarketing(CRM)?
A. Acompanydonates$10,000toaschooltopurchasecomputers.
B. Acompanyrecognizesalternativelifestylesamongitsemployeesandallowsbenefitsaccordingly.
C. Acompanydonates$1todiabetesresearchforeverypurchaseofitsproductbyconsumers.
D. Acompanyfeatureseducationalhealthinformationinitsproductadvertising.
E.
Acompanyhiresphysicallychallengedemployees.
3-40
Blooms:Understand
Difficulty:2Medium
52.
Whichofthefollowingisachallengefacingmarketerswhoimplementcauserelatedmarketing
programs?
A.
Itdoesnotincreaseconsumers'trustinthecompany.
B. Acompany'scommitmenttoacauseisnotimportanttomostconsumers.
C. OnlyasmallpercentageofconsumersarelikelytoswitchbrandsbasedonCRMwhenpriceand
qualityareequal.
Consumerskepticismandapathyaredemonstrated.
D.
E. Alloftheabovearechallengesfacingthosewhoimplementcauserelatedmarketingprograms.
Skepticsdoubtthesincerityoreffectivenessofcauserelatedmarketingprograms.
Blooms:Understand
Difficulty:3Hard
53.
Whichgroupofconsumersdoubtsthesincerityoreffectivenessofcauserelatedmarketingprograms?
Skeptic
A.
B.
Balancer
C.
Attributionoriented
D.
Sociallyconcerned
E.
Apathetic
Blooms:Remember
Difficulty:2Medium
3-41
54.
Johndoubtsthesincerityofmarketerswhoclaimthattheywilldonatetoacauseifhepurchasestheir
product.Hedoesn'tbelievethattheywillmakeadifferencebecausehethinksthatmarketersareonly
concernedwithprofitsandprobablyonlydonateasmallportionoftheirprofitstothestatedcause.John
isbestdescribedasbelongingtowhichgroupofconsumers?
Skeptic
A.
B.
Balancer
C.
Attributionoriented
D.
Sociallyconcerned
E.
Apathetic
Blooms:Understand
Difficulty:2Medium
55.
Karenbelievesincauserelatedprograms,butshedoesn'talwaysactaccordingly.Thatis,shelikesto
patronizeretailersthatclaimtodonateaportionofherpurchasestocharity,butsheonlyshopsthere
whenitisconvenientforhertodoso.WhichconsumergroupwouldKarenbelong?
A.
Skeptic
Balancer
B.
C.
Attributionoriented
D.
Sociallyconcerned
E.
Apathetic
Balancersbelieveincauserelatedmarketingbutgenerallydoesn'tactaccordingly.
Blooms:Understand
Difficulty:2Medium
56.
Carllikestosupportmarketersthatsupportcausesorcharitiesthatareimportanttohim.However,heis
concernedaboutamarketer'smotivebehindcauserelatedmarketingprogramsandusesgoodjudgment
onwhichonestosupport.Carlisbestdescribedasbelongingtowhichgroupofconsumers?
A.
Skeptic
B.
Balancer
Attributionoriented
C.
D.
Sociallyconcerned
E.
Apathetic
Attributionorientedconsumersareconcernedaboutmotivesbehindcauserelatedmarketingprograms.
3-42
Blooms:Understand
Difficulty:2Medium
57.
Whichconsumergroupisdrivenbyadesiretohelpwithrespecttocauserelatedmarketingprograms?
A.
Skeptic
B.
Balancer
C.
Attributionoriented
Sociallyconcerned
D.
E.
Apathetic
Sociallyconcernedconsumersaredrivenbyadesiretohelpwithrespecttocauserelatedmarketing
programs.
Blooms:Understand
Difficulty:2Medium
58.
Mariawillgooutofherwaytopurchaseabrandorpatronizeastorethatclaimstosupportacharityif
shepurchasestheirbrandorshopsintheirstore.Eventhoughsheknowsthatmarketersdevelopthese
programstohelpthemselvesaswellasthecause,shedoesn'treallycareaboutthat.She'sjustdrivenby
thedesiretohelp.TowhichgroupofconsumersdoesMariabelong?
A.
Skeptic
B.
Balancer
C.
Attributionoriented
Sociallyconcerned
D.
E.
Apathetic
Sociallyconcernedconsumersaredrivenbyadesiretohelpwithrespecttocauserelatedmarketing
programs.
Blooms:Apply
Difficulty:2Medium
3-43
59.
Whathasbeenfoundtoimprovetheresultsofcauserelatedmarketingprograms?
A.
theamountofmoneydonated
thefitbetweenthecompanyandthecause
B.
C.
supportingcausesthathelpchildren
D.
supportingcausesthathelptheenvironment
E.
longercommitmentstosupportingacause
Thefitbetweenthecompanyandthecausehasbeenfoundtoimprovetheresultsofcauserelated
marketingprograms.
Blooms:Understand
Difficulty:2Medium
60.
Gayconsumers,likeheterosexuals,varyintermsof_____.
A.
ethnicity
B.
geographicregion
C.
occupations
D.
age
alloftheabove
E.
Gayconsumers,likeheterosexuals,varyintermsofethnicity,geographicregion,occupations,andage.
Blooms:Remember
Difficulty:1Easy
LearningObjective:0305Discussvaluesastheyrelatetomarketingtogayandlesbianconsumers
Topic:MarketingtoGayandLesbianConsumers
61.
Thegaymarkethasbeenestimatedtocomprise_____percentoftheadultU.S.population.
A.
35
7
B.
C.
10
D.
1520
E.
25
Thegaymarkethasbeenestimatedtocomprise7percentoftheadultU.S.population,or16million
people.
Blooms:Remember
Difficulty:3Hard
3-44
62.
Whatistypicallyabsolutelynecessaryofanyfirmthatdesirestocapturetheloyaltyofthegay
community?
A. musthaveseparatepromotioneffortsingayandmainstreammedia
B. musthavegaythemesinadsplacedinmainstreammedia
C.
mustofferdiscountstogayconsumers
D. musthaveinternalpoliciesthatdonotdiscriminateagainstgayemployees
E. mustusecauserelatedmarketingprogramsthatsupportcausesrelevanttogayconsumers(i.e.,
AIDSresearch)
Anyfirmthatdesirestocapturetheloyaltyofthegaycommunitymusthaveinternalpoliciesthatdonot
discriminateagainstgayemployees.
Blooms:Understand
Difficulty:2Medium
63.
WhichindexispublishedbytheHumanRightsCampaignFoundationandmeasureshowequitablya
companytreatsitsGLBT(Gay,Lesbian,Bisexual,andTransgender)employees,customers,and
investors?
corporateequalityindex(CEI)
A.
B.
corporateGLBTindex
C.
corporateidentityindex(CII)
D.
gayrightsindex(GRI)
E.
greenindex
Thecorporateequalityindex(CEI)measureshowequitablyacompanytreatsitsGLBT(Gay,Lesbian,
Bisexual,andTransgender)employees,customers,andinvestors.
Blooms:Remember
Difficulty:2Medium
64.
Whichisaproductorservicethatoftenneedsmodificationwhentargetinggayconsumers?
financialservices
A.
B.
automobiles
C.
furniture
D.
interiordecorating
E.
alloftheabove
Samesexmarriagesarenotoftenrecognizedunderthelaw,whichaffectsSocialSecuritybenefitsand
estateplanning.
3-45
Blooms:Remember
Difficulty:2Medium
65.
Whichterm(s)is(are)usedtorefertowhetherapersonisbiologicallyamaleorfemale?
A.
gender
B.
sex
C.
genderidentity
AandB
D.
E.
A,B,andC
Genderandsexarebothtermsthatrefertowhetherapersonisbiologicallyamaleorfemale.
Blooms:Remember
Difficulty:3Hard
LearningObjective:0306Discussvaluesastheyrelatetogenderbasedmarketing
Topic:GenderBasedMarketing
66.
_____referstothetraitsoffemininityandmasculinity.
A.
Gender
B.
Sex
Genderidentity
C.
D.
Genderroles
E.
Gendercontinuum
Genderidentityreferstothetraitsoffemininityandmasculinity.
Blooms:Remember
Difficulty:2Medium
67.
Thebehaviorsconsideredappropriateformalesandfemalesinagivensocietyareknownas_____.
A.
gender
B.
sex
C.
genderidentity
genderroles
D.
E.
gendercontinuum
Genderrolesarethebehaviorsconsideredappropriateformalesandfemalesinagivensociety.
Blooms:Remember
3-46
Difficulty:2Medium
68.
WhilewomenarevitalmembersoftheworkforceintheUnitedStates,theyarestillconsideredthe
primarycaregiversofthechildreninafamily.Thisrepresentswomen's_____inAmericansociety.
A.
gender
B.
sex
C.
genderidentity
genderrole
D.
E.
gendercontinuum
Blooms:Understand
Difficulty:2Medium
69.
A(n)_____isbasedonanattributeoverwhichtheindividualhaslittleornocontrol.
A.
traditionalrole
B.
achievementrole
ascribedrole
C.
D.
genderidentity
E.
genderorientation
Anascribedroleisbasedonanattributeoverwhichtheindividualhaslittleornocontrol.
Blooms:Remember
Difficulty:2Medium
70.
_____arebasedonperformancecriteriaoverwhichtheindividualhassomedegreeofcontrol.
A.
Traditionalroles
Achievementroles
B.
C.
Ascribedroles
D.
Genderroles
E.
Selectiveroles
Achievementrolesarebasedonperformancecriteriaoverwhichtheindividualhassomedegreeof
control.
Blooms:Remember
3-47
Difficulty:2Medium
71.
Awomanwhoismarriedwiththehusbandassumingtheresponsibilityforprovidingforthefamilyand
thewiferunningthehouseandtakingcareofthechildrenwouldbeclassifiedas_____.
A.
genderappropriate
B.
genderconsistent
traditional
C.
D.
modern
E.
oldfashioned
Atraditionalmarriedlifestyleisoneinwhichthehusbandassumestheresponsibilityforprovidingfor
thefamilyandthewiferunsthehouseandtakescareofthechildren.
Blooms:Remember
Difficulty:2Medium
72.
Catherineismarriedandamotheroftwochildren.Shehasdecidedtoforegoherowncareertostay
homewithherchildrenuntiltheyaregrownandontheirown.Bothsheandherhusbandhavedecided
thatitisbestfortheirfamilyforhimtoassumetheresponsibilityforprovidingfinancialsecurityfor
themwhileshetakescareofthehomeandfamily.Catherinewouldbeclassifiedaswhichtypeof
woman?
A.
genderappropriate
B.
genderconsistent
traditional
C.
D.
modern
E.
oldfashioned
Atraditionalmarriedlifestyleisoneinwhichthehusbandassumestheresponsibilityforprovidingfor
thefamilyandthewiferunsthehouseandtakescareofthechildren.
Blooms:Apply
Difficulty:2Medium
3-48
73.
Awomanwhoismarriedwherebothsheandherhusbandworkandsharehomemakingandchildcare
responsibilitiesisclassifiedas_____withrespecttogenderorientation.
A.
transgender
B.
genderinconsistent
C.
traditional
modern
D.
E.
cuttingedge
Amodernmarriedlifestyleisoneinwhichthehusbandandwifebothwork,andtheyshare
homemakingandchildcareresponsibilities.
Blooms:Remember
Difficulty:2Medium
74.
Raynaismarriedandamotheroffourchildren.Bothsheandherhusbandsharehomemakingandchild
rearingresponsibilities.Raynawouldbeclassifiedasa_____genderorientation.
A.
transgender
B.
genderinconsistent
C.
traditional
modern
D.
E.
cuttingedge
Amodernmarriedlifestyleisoneinwhichthehusbandandwifebothwork,andtheyshare
homemakingandchildcareresponsibilities.
Blooms:Apply
Difficulty:2Medium
75.
Whichofthefollowingisasegmentoffemaleconsumers?
A.
B.
trappedhousewife
C.
trappedworkingwoman
D.
careerworkingwoman
alloftheabove
E.
Traditionalhousewife,trappedhousewife,trappedworkingwoman,andcareerworkingwomanareall
segmentsoffemaleconsumers.
Blooms:Remember
3-49
Difficulty:1Easy
76.
Lisaisasinglemotheroftwoandworkstwojobstoprovideforherfamilyandderiveslittleorno
satisfactionfromemployment.TowhichmarketsegmentwouldLisabelong?
A.
B.
trappedhousewife
trappedworkingwoman
C.
D.
careerworkingwoman
E.
moderndaywoman
Atrappedworkingwomanwouldprefertostayhome,butworksbecauseofeconomicnecessityor
socialorfamilypressure.
Blooms:Apply
Difficulty:2Medium
77.
Whichofthefollowingisareasonwomenareanimportanttargetmarket?
A. Womenheadedhouseholdsrepresentalmost50percentofallhouseholds.
B. Womenarehomogeneousasagroup,whichmakesmarketingtothemeasier.
Ahighpercentageofwomenworkoutsidethehome.
C.
D. Women'spurchasingpowernowequalsmen'spurchasingpower.
E. Alloftheabovearereasonswomenareanimportanttargetmarket.
Thehighpercentageofwomenworkingoutsidethehomecanleadtohighlevelsoftimepressureanda
resultingneedforconvenienceproductsandservices.
Blooms:Understand
Difficulty:3Hard
3-50
78.
Becausewomenarequitediverseasagroup,whatotherfactorsmustmarketersalsoconsiderwhen
designingmarketingcommunications?
A.
ethnicity
B.
age
C.
lifestage
D.
employmentstatus
alloftheabove
E.
Marketersmustconsiderethnicity,age,lifestage,andemploymentstatuswhendesigningmarketing
communicationstowomen.
Blooms:Understand
Difficulty:1Easy
True / False Questions

79.
Observableshiftsinconsumerbehaviorareoftenduetounderlyingshiftsinculturalvalues.
TRUE
Itisnecessarytounderstandtheunderlyingvalueshiftstounderstandcurrentandfutureconsumer
behavior.
Blooms:Remember
Difficulty:1Easy
80.
Americaisbasicallyasecularsociety.
TRUE
Areligiousgroupdoesnotcontroltheeducationalsystem,government,orpoliticalprocess,andmost
people'sdailybehaviorsarenotguidedbystrictreligiousguidelines.
Blooms:Remember
Difficulty:2Medium
3-51
81.
MaterialismisanemergingAmericanselforientedvalue.
FALSE
MaterialismintheUnitedStatesismoderating,atleastamongsomeconsumerswhoarerethinkingtheir
prioritiesandconsciouslysimplifyingtheirlives.
Blooms:Remember
Difficulty:2Medium
82.
Consumers'effortstoreducetheirrelianceonconsumptionandmaterialpossessionshavebeentermed
dematerialization.
FALSE
Voluntarysimplicityisthetermusedtodescribeconsumers'effortstoreducetheirrelianceon
consumptionandmaterialpossessions.
Blooms:Remember
Difficulty:2Medium
83.
Americanscontinuetovalueanactiveapproachtolife.
TRUE
AlthoughlessthanhalfofallAmericanadultsexerciseregularly,mostAmericanstakeanactive
approachtobothleisureandproblemsolvingactivities.
Blooms:Remember
Difficulty:1Easy
84.
Consumerslabeledas"EcoChic"arehighlycommittedtoandconcernedabouttheenvironment.
FALSE
EcoCentristsarehighlycommittedtoandconcernedabouttheenvironment.
Blooms:Remember
Difficulty:2Medium
3-52
85.
Consumershigherinindividualismaremorelikelytocomplain,switch,orengageinnegativewordof
mouth.
TRUE
AstrongemphasisonindividualismisoneofthedefiningcharacteristicsofAmericansociety.
Blooms:Remember
Difficulty:2Medium
86.
Americanshavealwaysvalueddiversity.
FALSE
SinceWorldWarII,Americanshaveincreasinglyvalueddiversity.
Blooms:Remember
Difficulty:3Hard
87.
ThoughAmericansareincreasinglyfocusingoncooperationandteamwork,itisdonesothattheteam
orgroupcanoutperformsomeotherteamorgroup.
TRUE
Americahaslongbeenacompetitivesociety,andthisvalueremainsfirmlyentrenched.
Blooms:Understand
Difficulty:2Medium
88.
Greenmarketing,likefoodsupplementmarketing,isunregulated,andmarketerscanmake
unsubstantiatedclaimswithoutpenalty.
FALSE
TheFTCGreenGuidesarevoluntaryguidelinesthatprovidedozensofexamplesofacceptableand
unacceptableadvertisingandpackageclaims.
Blooms:Understand
Difficulty:2Medium
3-53
89.
Causerelatedmarketing(CRM)ismarketingthattiesacompanyanditsproductstoanissueorcause
withthegoalofimprovingsalesorcorporateimagewhileprovidingbenefitstothecause.
TRUE
Companiesassociatewithcausestocreatelongtermrelationshipswiththeircustomers,building
corporateandbrandequitythatshouldeventuallyleadtoincreasedsales.
Blooms:Understand
Difficulty:1Easy
90.
(p.90)
ConsumersmaydoubtTomsShoesCRMbecauseitistiedtoacharitableorganizationwithstrings
attached.
FALSE
TomsShoesisjusttheoppositeinthatitisnottiedtoacharity,butratherdonatesshoesdirectlyto
thoseinneedona1to1basisofconsumerpurchase.
Blooms:Understand
Difficulty:3Hard
91.
SkepticsaremostlikelytovaluetheTomsShoeapproach.
FALSE
SkepticsaretheharshestonallformsofCRM.
Blooms:Understand
Difficulty:2Medium
92.
Currentestimatesvary,butcommonbenchmarksputthesizeofthegaymarketat10to15percentof
theadultU.S.population.
FALSE
Thegaymarkethasbeenestimatedtobeabout7percentoftheadultU.S.population,orroughly16
millionpeopleovertheageof18.
Blooms:Remember
Difficulty:3Hard
3-54
93.
Comparedtothegeneralpopulation,gayconsumerstendtobelesstechsavvy.
FALSE
Gayconsumerstendtobemoretechsavvy,aremorelikelytobeonline,aremorelikelytohave
broadbandaccess,andspendmorehoursonline.
Blooms:Remember
Difficulty:2Medium
94.
Genderrolesrefertothetraitsoffemininityandmasculinity.
FALSE
Blooms:Remember
Difficulty:2Medium
95.
Atrappedhousewifeisgenerallymarriedandstaysathome,butshepreferstoworkanddoesnotenjoy
householdchores.
TRUE
Atrappedhousewifeseekssatisfactionandmeaningoutsidethehome.Shedoesnotenjoymost
householdchores.
Blooms:Understand
Difficulty:1Easy
Essay Questions
3-55
96.
DiscusschangesinthreeofAmericans'selforientedvalues.
Thechapterdiscussedsixselforientedvaluechanges,andstudentscandiscussanythree:
a.Religious/SecularAmericaisbasicallyasecularsociety.Areligiousgroupdoesnotcontrolthe
educationalsystem,government,orpoliticalprocessandmostpeople'sdailybehaviorsarenotguided
bystrictreligiousguidelines.WhileAmericansoftenprofesstobemorereligiousthantheirbehaviors
wouldsuggest,religiousbasedbeliefsdoinfluencedecisions.Thoseforwhomreligionisespecially
importantareconservativeintheirbeliefs.
b.SensualGratification/AbstinenceCloselytiedtoAmerica'straditionalreligiousorientationwasa
beliefinthevirtueofabstinence.AsAmericansocietybecamemoresecular,sensualgratification
becamemoreacceptable.
c.Postponed/ImmediateGratificationAmericansseemunwillingtodelaypleasures,eveninthe
faceofdiscomfortoverspendinglevelsanddebt.TherecentrecessionhadAmericanssavingmoreand
payingdowndebtforawhile,butthesetrendshavebeguntorecede,andAmericansarebackto
"spendingasusual."
d.HardWork/LeisureAmericanscontinuetheirstrongtraditionofhardwork,andthepercentageof
marriedwomenwhoworkoutsidethehomeforwageshasincreasedconsiderably.Reasonsforworking
hardincludematerialorientation,becausetheylacktheskillsorjobopportunitiestoprovideevena
moderatelifestylewithoutdoingso,andbecauseworkismeaningfulandvaluabletothem.
e.Material/NonmaterialAmericanshavemaintainedastrongmaterialorientation,resultingina
consumptiondrivensociety.However,someconsumersarereducingtheirrelianceonconsumptionand
materialpossessions,whichhasbeentermedvoluntarysimplicity.
f.Active/PassiveAmericanscontinuetovalueanactiveapproachtolife.Whilelessthanhalfofall
Americanadultsexerciseregularly,mosttakeanactiveapproachtobothleisureandproblemsolving
activities.
Blooms:Understand
Difficulty:2Medium
97.
Define"greenmarketing,"andexplainwhatismeantby"greenwashing."
GreenmarketingishowmarketershaverespondedtoAmericans'increasingconcernforthe
environment,anditgenerallyinvolves(a)developingproductswhoseproduction,use,ordisposalis
lessharmfultotheenvironmentthanthetraditionalversionsoftheproduct;(b)developingproductsthat
haveapositiveimpactontheenvironment;and(c)tyingthepurchaseofaproducttoanenvironmental
organizationorevent.Greenwashingisapracticewherebyafirmpromotesenvironmentalbenefitsthat
areunsubstantiatedandonwhichtheydon'tdeliver.
Blooms:Understand
Difficulty:2Medium
3-56
98.
Thecompanyyouworkforwantstointegrateitsphilanthropiccharitablegivingwithitsowncorporate
performance.Explainhowthiscanbeaccomplished,anddiscusshowconsumersmightrespondtothis
effort.
Causerelatedmarketing(CRM)ismarketingthattiesacompanyanditsproductstoanissueorcause
withthegoalofimprovingsalesorcorporateimagewhileprovidingbenefitstothecause.Researchhas
shownthatCRMincreasesconsumers'trustinthecompany,hasclaimedthatacompany'scommitment
toasocialcauseisimportantwhendecidingwhattorecommendtootherpeople,andhasshownthat
customersarewillingtoswitchbrandsbasedonCRMwhenpriceandqualityareequal.However,four
segmentsofconsumershavebeenidentified:(a)Skeptic(i.e.,doubtsincerityoreffectivenessofCRM),
(b)Balancer(i.e.,believeinCRMbutgenerallydon'tactaccordingly),(c)Attributionoriented(i.e.,
concernedaboutmotivesbehindCRM),and(d)Sociallyconcerned(i.e.,drivenbydesiretohelp).
Blooms:Understand
Difficulty:2Medium
99.
Whatissuesmustcompaniesunderstandandcontendwithwhenattemptingtomarkettothegay
consumer?
Anyfirmthatdesirestocapturetheloyaltyofthegaycommunitymusthaveinternalpoliciesthatdonot
discriminateagainstgayemployees,andtheHumanRightsCampaignFoundationprovidessuch
informationthroughitscorporateequalityindex(CEI).Additionalproductandcommunicationissues
mustalsobeconsidered.Forexample,doestheproductneedtobemodifiedtomeettheneedsofthis
market?Shouldthefirmadvertiseingayorientedmediausingitsstandardads?Shoulditadvertisein
gaymediausingadswithgaythemes?Towhatextentshouldthefirmbeinvolvedingaycommunity
activities?Shoulditsmajormediaadsincludeadswithgaythemes?
Blooms:Understand
Difficulty:2Medium
3-57
100.
Compareandcontrastthetermsgender,genderidentity,andgenderroles.
Thetermgenderisusedtorefertowhetherapersonisbiologicallyamaleorfemale(thetermsexis
usedinterchangeablywithgender).Genderidentityreferstothetraitsoffemininity(expressivetraits
suchastendernessandcompassion)andmasculinity(instrumentaltraitssuchasaggressivenessand
dominance).Thesetraitsrepresenttheendsofacontinuum,andindividualshavevaryinglevelsofeach
trait,withbiologicalmalestendingtobetowardthemasculineendofthecontinuumandbiological
femalestowardthefeminineend.Genderrolesarethebehaviorsconsideredappropriateformalesand
femalesinagivensociety.Genderrolesareascribedroles,whichisbasedonanattributeoverwhich
theindividualhaslittleornocontrol.
Blooms:Understand
Difficulty:2Medium
3-58

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Chapter03

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