BUS 346 – Ch 5

Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of

a. generational cohort characteristics.
b. country culture.
c. a red/blue marketing campaign.
d. the Walmart Effect.
e. regional culture.

b. country culture.

Country culture consists of a country’s shared beliefs and values, which included a strong thread of patriotism after the WTC attacks.

The centerpiece of the marketing environment analysis framework is

a. competitive intelligence.
b. corporate partners.
c. green marketing.
d. consumers.
e. culture.

d. consumers.
Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in

a. New York, Los Angeles, and Chicago.
b. coastal resort areas.
c. rural areas.
d. Great Lakes agricultural areas.
e. smaller states.

a. New York, Los Angeles, and Chicago.
Suppose that you are the vice president of marketing for Target, the large retail store chain. You want to keep your website and in-store services current with technological advances. You would be experimenting with what is most likely the next expected development in mobile technology, which is

a. mobile devices completely replacing desktop and laptop computers.
b. RFID tags.
c. location-based social media applications.
d. wireless payments from mobile devices.
e. devices that block smartphone usage in retail stores.

d. wireless payments from mobile devices.

Applications are being developed to take advantage of near field communication, a short-range wireless communication method that will allow (among other things) wireless payments to be sent from mobile devices. This would allow consumers to pay with nothing more than a smartphone. Location-based social media applications have existed for a few years now, and an organization that stays current with technology would already have experimented with these.

Julie has been doing the family’s weekly shopping since she was twelve, although she doesn’t particularly like doing it. She tends to question what salespeople tell her and demands convenience. Julie demonstrates characteristics of the __________ generational cohort.

a. Generation Z
b. Generation Y
c. Baby Boomers
d. Generation W
e. Generation X

e. Generation X

Julie’s characteristics are typical of the skeptical consumers in Generation X.

In New England, foot-long sandwiches are called grinders, while in many other parts of the country they are called subs. This is an example of the impact of

a. country culture.
b. social trends.
c. regulatory factors.
d. generational factors.
e. regional culture.

e. regional culture.
The members of the __________ generational cohort tend to share preferences for TV shows and video games with their parents.

a. Generation Y
b. Generation Z
c. Baby Boomers
d. Generation X
e. Generation W

b. Generation Z

Generation Z members tend to share their Generation X parents’ tastes in TV shows, video games, and some types of shopping.

As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randy’s efforts will likely help him to

a. achieve cost savings.
b. avoid cognitive dissonance.
c. implement just-in-time marketing promotions.
d. avoid the need to understand regional culture.
e. identify potential opportunities.

e. identify potential opportunities.
Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was likely shocked and concerned about

a. his financial situation.
b. the marketer’s lack of cultural awareness.
c. his technological comfort.
d. his telephone bill.
e. his lack of privacy.

e. his lack of privacy.
The many demands on consumers today have made it more difficult for marketers to

a. grab consumers’ attention.
b. differentiate between the needs of seniors and Baby Boomers.
c. decide what to offer.
d. offer green marketing solutions.
e. deliver products just-in-time.

a. grab consumers’ attention.
Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryan’s firm must look at everything it does

a. to avoid cultural clashes.
b. to sensitize organization members to ethical values.
c. to value each person in the organization.
d. from a consumer’s point of view.
e. for each generational cohort.

d. from a consumer’s point of view.
Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups

a. is attributable to technological expertise of immigrant groups.
b. will vanish once the recession ends.
c. will create inflationary expectations.
d. will disappear as ethnicity becomes a stronger cultural determinant.
e. creates opportunities to provide value to each group

e. creates opportunities to provide value to each group
One of the goals of value-based marketing is

a. to sell to all consumers, regardless of their needs.
b. to sell products for the highest possible price.
c. to provide the greatest value for the least profit.
d. to determine the value of the brand.
e. to offer greater value than competitors offer.

e. to offer greater value than competitors offer.
Successful firms focus their efforts on satisfying customer needs that

a. competitors have tried and failed to satisfy.
b. match their core competencies.
c. are easiest to satisfy.
d. are important to all generational cohorts.
e. provide minimal core value.

b. match their core competencies.

The firm’s competencies are its strengths; the firm is likely to have the most success if it focuses on these, finding customers whose needs it can meet using these strengths.

When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries?

a. demographics
b. dress
c. language
d. symbols
e. social trends

c. language

Language would be an important cultural issue; while both countries speak English, there are many differences in vocabulary.

Tweens are part of which generational cohort?

a. Generation W
b. Generation Y
c. Baby Boomers
d. Generation X
e. Generation Z

b. Generation Y

Tweens are the youngest component of Generation Y.

When studying culture, the challenge for marketers is to determine whether culture

a. is regional or subregional.
b. can help to identify a particular group that might be interested in the marketer’s products.
c. offers opportunities for competitors.
d. reinforces stereotypes.
e. is related to educational achievement.

b. can help to identify a particular group that might be interested in the marketer’s products.
The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely

a. reduce regional cultural differences.
b. make it more difficult for companies to differentiate their products.
c. make it difficult to collect demographic information.
d. decrease national cultural identity.
e. create a demand for a new generational cohort

a. reduce regional cultural differences.

Regional cultures represent differences between regions of a country. The more people move from one region to another, the more the cultures will tend to blend and become more similar.

Because Americans are working longer hours without increases in real, disposable income, and are using an army of communication devices to keep up with the demands in their personal and work lives, retailers are

a. de-emphasizing U.S. sales and expanding globally.
b. focusing only on those demographic cohorts that have time to relax.
c. increasing their budgets for traditional advertising outlets like television and radio.
d. making their products available whenever and wherever consumers want them.
e. outsourcing marketing communications to global production facilities.

d. making their products available whenever and wherever consumers want them.

It is not necessary to abandon the U.S. market—the time-poor society simply requires retailers to consider consumer convenience, and make sure consumers can get products where and when they want them—online, via mobile devices, or at unusual hours, for example.

Marketers selling to the __________ generational cohort need to recognize that these consumers are not too interested in shopping, are more cynical than their parents, and are less likely to believe advertising claims than the generation(s) before them.

a. Baby Boomers
b. Generation Y
c. Generation W
d. Generation Z
e. Generation X

e. Generation X
When an office supply store offers self-checkout, extended hours at its stores, and online shopping with next-day delivery, it is trying to address what social trend?

a. health and wellness
b. privacy concerns
c. tech savvy
d. time-poor society
e. greener consumption

d. time-poor society

The time-poor society refers to consumers looking to find short cuts to maximize their time.

If McDonald’s wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas EXCEPT

a. using recycled paper in its food packaging.
b. expanding its low-cost menu options.
c. speeding up drive-through service.
d. creating an advertising campaign to target elementary school children.
e. offering an expanded menu of healthy options.

d. creating an advertising campaign to target elementary school children.
When studying culture, the challenge for marketers is to determine whether culture

a. is regional or subregional.
b. reinforces stereotypes.
c. offers opportunities for competitors.
d. can help to identify a particular group that might be interested in the marketer’s products.
e. is related to educational achievement.

d. can help to identify a particular group that might be interested in the marketer’s products.
As director of a small art gallery, one of Frederica’s major concerns is the preferences of the people who buy her artists’ work. Frederica recognizes that the center of her marketing efforts is

a. her target customers.
b. profits.
c. competing art galleries.
d. the arts movement.
e. artistic social responsibility.

a. her target customers.
Though Asian Americans comprise only 6 percent of the U.S. population, they represent

a. the fastest growing minority population.
b. all of these
c. a large proportion of the minorities in the Midwest.
d. a uniform group of consumers with a common language and cultural background.
e. the easiest minority group to access.

a. the fastest growing minority population.
Yvonne knows her firm must look at everything it does from a consumer’s point of view. One major difficulty is that consumers’ __________ change(s) over time.

a. ethnic background
b. just-in-time processes
c. needs, wants, and ability to purchase
d. demographics
e. culture

c. needs, wants, and ability to purchase
Many American consumers are purchasing hybrid automobiles even though they are more expensive than compact conventional autos. These consumers

a. value contributing to a greener environment.
b. would prefer an SUV.
c. are greenwashing.
d. are economically irrational.
e. are responding to global corporate pressure for social responsibility.

a. value contributing to a greener environment.