Consumer Behavior Building Marketing Strategy 14Th Edition

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Sample Test

Chapter 03 Test Bank

Multiple Choice Questions

1. Companies which have been successful recently at targeting “involved dads” include the following except

1. Clorox

2. Kellogg’s

3. Mattel

4. Yoplait

5. Mattel and Yoplait

Answer: D

Explanation:

Yoplait was criticized for its recent ad “Whisper,” in which it typecast mom as “the boss,” even though household responsibilities and decisions, including shopping are being shared by both parents. Brands, to be effective, cannot rely on these stereotypes anymore.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-01 Understand core American cultural values.
Topic: Changes in American Cultural Values

2. The percentage of millennial fathers in the U.S. men who have primary or shared grocery shopping responsibilities for their household is

1. 10 percent.

2. 30 percent.

3. 60 percent.

4. 80 percent.

5. None of these choices are correct.

Answer: D

Explanation:

A recent Mintel study finds that 80% of millennial fathers claim to have primary or shared responsibility with grocery shopping.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-01 Understand core American cultural values.
Topic: Changes in American Cultural Values

3. __________ are widely held beliefs that affirm what is desirable.

1. Norms

2. Cultural values

3. Precepts

4. Prescriptions

5. Orientations

Answer: B

Explanation:

Cultural values are widely held beliefs that affirm what is desirable.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 03-01 Understand core American cultural values.
Topic: Changes in American Cultural Values

4. Which of the following is true regarding changes in American cultural values?

1. Shifts in cultural values are not observable.

2. Changes in values tend to occur quickly.

3. Changes in values tend to occur evenly across individuals and groups.

4. There is substantial variance in values across individuals and groups.

5. Cultural values are constant.

Answer: D

Explanation:

There is substantial variance in values across individuals and groups.

5. When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification?

1. after the end of the Civil War

2. after the end of World War I

3. during the Depression

4. after the end of World War II

5. after the Vietnam War

Answer: D

Explanation:

Beginning after the end of World War II and accelerating rapidly during the 1970s and 1980s, Americans began to place increased emphasis on leisure, immediate gratification, and sensual gratification.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.
Topic: Self-Oriented Values

6. Leigh is working on a research project for her marketing class, and her assignment is to study how Americans’ values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the best insight into these changes?

1. advertising

2. movies

3. video games

4. government documents

5. advertising, movies, and video games

Answer: E

Explanation:

The change in Americans’ values with respect to sensual gratification and abstinence in the past 50 years can be seen in advertising, movies, and video games.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.
Topic: Self-Oriented Values

7. Which of the following statements is false regarding the religious/secular value in American society?

1. A religious group does not control the educational system, government, or political process.

2. Most people’s daily behaviors are not guided by strict religious guidelines.

3. America is basically a religious society.

4. Religious-based beliefs do influence decisions.

5. Many Americans for whom religion is especially important are conservative in their beliefs.

Answer: C

Explanation:

America is basically a secular society.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.
Topic: Self-Oriented Values

8. Which of the following is a self-oriented value?

1. problem solving/fatalistic

2. individual/collective

3. tradition/change

4. material/nonmaterial

5. performance/status

Answer: D

Explanation:

Material/nonmaterial is an example of a self-oriented value.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.
Topic: Self-Oriented Values

9. Which of the following is not an environment-oriented value?

1. cleanliness

2. performance/status

3. tradition/change

4. risk taking/security

5. All of these choices are environment-oriented values.

Answer: E

Explanation:

Cleanliness, performance/status, tradition/change, and risk taking/security are all environment-oriented values.

10. Which of the following is not an other-oriented value?

1. diversity/uniformity

2. masculine/feminine

3. limited family/extended family

4. tradition/change

5. individual/collective

Answer: D

Explanation:

Tradition/change is a self-oriented value.

11. Which of the following is a current American value?

1. uniformity

2. active

3. religious

4. youth

5. overcome nature

Answer: B

Explanation:

Americans continue to value an active approach to life.

12. Which of the following is a traditional American value?

1. youth

2. competition

3. active

4. hard work

5. All of these choices are correct.

Answer: E

Explanation:

Youth, competition, active, and hard work are all traditional American values.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.
Topic: Self-Oriented Values

13. Which of the following is an emerging American value?

1. materialistic

2. individual

3. admiring nature

4. masculine

5. postponed gratification

Answer: C

Explanation:

Admiring nature is an emerging American value.

14. Which changing American value has been blamed for the fact that people age 18 to 40 are most likely to admit that they are spending beyond their comfort range?

1. the shift toward immediate gratification

2. the shift toward a more religious society

3. the shift toward voluntary simplicity

4. the shift toward becoming more active

5. the shift away from being fatalistic

Answer: A

Explanation:

Americans seem unwilling to delay pleasure, even in the face of discomfort over spending levels and debt.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-02 Summarize changes in self, environment, and other-oriented values.
Topic: Self-Oriented Values

15. A shift from a focus on sensual gratification to abstinence in America would most likely affect

1. the role of price in purchase decisions.

2. the types of advertising themes used.

3. the complexity of decision rules used in purchase decisions.

4. the diffusion of Internet shopping.

5. None of these choices are correct.

Answer: B

Explanation:

Products and ads based on sensual gratification appeals are generally well received but can cause problems when they go too far.

16. A shift back to an emphasis on postponed gratification in America would most likely

1. increase the use of credit.

2. decrease the use of credit.

3. alter the timing of television commercials.

4. expand the use of Internet shopping.

5. None of these choices are correct.

Answer: B

Explanation:

Americans are now saving more and paying down debt.

17. Which is not a reason why Americans work long hours?

1. minimum wage is higher the more hours worked

2. because of their material orientation

3. because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so

4. work is meaningful and valuable to them

5. All of these choices are reasons why Americans work long hours.

Answer: A

Explanation:

Minimum wage is not higher the more hours worked.

18. __________ is consumers’ efforts to reduce their reliance on consumption and material possessions.

1. Downsizing

2. Dematerialization

3. Voluntary simplicity

4. Demarketing

5. Voluntary withdrawal

Answer: C

Explanation:

Voluntary simplicity can span a continuum from minor to major lifestyle adjustments.

19. The voluntary simplicity movement in America represents a shift in which value?

1. active/passive

2. problem solving/fatalistic

3. masculine/feminine

4. material/nonmaterial

5. youth/age

Answer: D

Explanation:

Major factors in the decision to simplify appear to be the desire for reduced stress and increased life satisfaction.

20. Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed

1. downsizing.

2. dematerialization.

3. voluntary withdrawal.

4. voluntary simplicity.

5. demarketing.

Answer: D

Explanation:

Voluntary simplicity is consumers’ efforts to reduce their reliance on consumption and material possessions.

21. What percentage of American adults exercise regularly?

1. less than 50%

2. 50%

3. 60%

4. 75%

5. more than 75%

Answer: A

Explanation:

Less than 50% of American adults exercise regularly.

22. Which of the following statements is false regarding Americans’ environment-oriented values?

1. Americans have long valued cleanliness.

2. Americans traditionally have not been very receptive to change.

3. American’s risk-taking orientation seems to be moving more toward taking risks.

4. Traditionally, nature was viewed as an obstacle.

5. Americans are shifting back to a focus on performance rather than status.

Answer: B

Explanation:

Americans have always been very receptive to change.

23. Those who work in such professions as architecture, science, engineering, and health care and business who generate new ideas and technologies for a living or engage in complex problem solving are referred to as

1. the creative class.

2. social engineers.

3. the developers.

4. trend setters.

5. true naturals.

Answer: A

Explanation:

The creative class are those who work in such professions as architecture, science, engineering, and health care and business who generate new ideas and technologies for a living or engage in complex problem solving.

24. Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex problem solving. Lakeisha and Timothy are part of the

1. social reengineering movement.

2. cutting edge.

3. creative class.

4. true naturals.

5. young developers.

Answer: C

Explanation:

25. Which of the following factors had a significant impact on Americans’ emphasis on security?

1. the Depression

2. World War II

3. the Cold War

4. the Depression and World War II

5. the Depression, World War II, and the Cold War

Answer: E

Explanation:

The Depression, World War II, and the Cold War had a significant impact on Americans’ emphasis on security.

26. Which of the following is a segment used to describe consumers with respect to their environmental activism?

1. True Blues

2. Eco-Centrists

3. Ailing Recluse

4. Healthy Hermits

5. Green Earths

Answer: B

Explanation:

Eco-Centrists is a segment used to describe consumers with respect to their environmental activism.

27. Which of the following is not a segment used to describe consumers with respect to their environmental activism?

1. Respectful Stewards

2. New Green Mainstream

3. Proud Traditionalists

4. Skeptical Individuals

5. Green Naives

Answer: B

Explanation:

New Green Mainstream is not a segment used to describe consumers with respect to their environmental activism.

28. Which segment of environmental activists is highly dismissive of environmental concerns and doesn’t believe global warming exists?

1. Proud Traditionalists

2. Eco-Villains

3. Green Naives

4. Eco-Chic

5. Skeptical Individuals

Answer: B

Explanation:

Eco-Villains are highly dismissive of environmental concerns and don’t believe global warming exists.

29. Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases to these beliefs. Which segment of environmental activism best describes Gertrude?

1. Eco-Centrists

2. Proud Traditionalists

3. Frugal Earth Mothers

4. Eco-Chic

5. None of the choices are correct.

Answer: A

Explanation:

Eco-Centrists are the most highly concerned about the environment; their beliefs are reflected in their consumption behaviors.

30. Mickey is not concerned about the environment. He has no problem with the pollution coming from his 1965 Chevy, and he refuses to recycle. To which environmental activism segment would Mickey belong?

1. Green Naives

2. Eco-Villains

3. Skeptical Individuals

4. Proud Traditionalists

5. None of the choices are correct.

Answer: B

Explanation:

Eco-Villains are highly dismissive of environmental concerns and don’t believe global warming exists.

31. Heather and Jeff live on a farm in Iowa with their three children. They are concerned about the environment because of the high cost of heating their home in winter. Which environmental activism segment best describes Heather and her family?

1. Frugal Earth Mothers

2. Green Naives

3. Eco-Chic

4. Proud Traditionalists

5. Eco-Villains

Answer: D

Explanation:

Proud Traditionalists’ environmental efforts are focused on keeping their home running efficiently and effectively (insulation and water-efficient products).

32. Which of the following is one of the defining characteristics of American society?

1. aversion to change

2. collectivism

3. individualism

4. extended family

5. status

Answer: C

Explanation:

Individualism is one of the defining characteristics of American society.

33. Individualism affects which of the following?

1. incentive systems for salespeople

2. advertising themes

3. product design

4. customer complaining behavior

5. All of these choices are correct.

Answer: E

Explanation:

Individualism affects incentive systems for salespeople, advertising themes, product design, and customer complaining behavior.

34. Consumers higher in individualism are more likely to __________ when faced with poor service performance.

1. complain

2. switch

3. engage in negative word-of-mouth

4. complain and switch

5. complain, switch, and engage in negative word-of-mouth

Answer: E

Explanation:

Consumers higher in individualism are more likely to complain, switch, and engage in negative word-of-mouth when faced with poor service performance.

35. Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another service rep would have to come out to determine if it was due to a manufacturer’s defect before it could be replaced. Because the service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately the replacement had the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she’s had with this retailer. Which value most likely underlies Laurie’s complaining behavior?

1. diversity

2. uniformity

3. fatalistic

4. individualism

5. status

Answer: D

Explanation:

Consumers higher in individualism are more likely to complain, switch, and engage in negative word-of-mouth when faced with poor service performance.

36. According to the authors, American culture increasingly values

1. diversity.

2. uniformity.

3. collectivity.

4. fatalism.

5. None of these choices are correct.

Answer: A

Explanation:

American culture increasingly values diversity.

37. Which of the following statements is true regarding Americans’ other-oriented values?

1. A strong emphasis on collectivism is one of the defining characteristics of American society.

2. Since World War II, Americans have increasingly valued diversity.

3. The impact that the family has on the individual is great.

4. Older people are considered wiser than young people and are looked to as models and leaders in American society.

5. America is a cooperative rather than a competitive society.

Answer: B

Explanation:

American culture increasingly values diversity.

38. The value that Americans place on youth has

1. increased dramatically in recent years.

2. shown a slow reversal toward more value being placed on age in recent years.

3. decreased dramatically in recent years.

4. remained unchanged in recent years.

5. shown a slight increase in recent years.

Answer: B

Explanation:

Because of their increasing numbers and disposable income, older citizens have developed political and economic clout and are beginning to use it.

39. A shift away from a competition oriented society would most likely affect

1. sales force compensation.

2. the types of decision rules used.

3. the use of comparative advertising.

4. the use of price as a competitive weapon.

5. All of these choices are correct.

Answer: C

Explanation:

A shift away from a competition oriented society would most likely affect the use of comparative advertising.

40. Marketers have responded to Americans’ increasing concern for the environment with an approach called

1. green marketing.

2. clean marketing.

3. environmental marketing.

4. activist marketing.

5. cause-related marketing.

Answer: A

Explanation:

Marketers have responded to Americans’ increasing concern for the environment with an approach called green marketing.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-03 Discuss values as they relate to green marketing.
Topic: Green Marketing

41. Which of the following is not generally involved in green marketing?

1. developing products whose production, use or disposal is less harmful to the environment than the traditional versions of the product

2. developing products that have a positive impact on the environment

3. pricing products lower than the competition

4. tying the purchase of a product to an environmental organization or event

5. All of these choices are involved in green marketing.

Answer: C

Explanation:

Pricing products lower than the competition is not generally involved in green marketing.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-03 Discuss values as they relate to green marketing.
Topic: Green Marketing

42. Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, they only purchase grain from organic farms. They state on their packages that “organic farming helps keep our food pure and protects our land and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for these family farmers, and helps ensure a safer and healthier Earth for you and your children.” This is an example of

1. green marketing.

2. clean marketing.

3. environmental marketing.

4. activist marketing.

5. cause-related marketing.

Answer: A

Explanation:

Green marketing generally involves (1) developing products whose production, use, or disposal is less harmful to the environment; (2) developing products that have a positive impact on the environment; or (3) tying the purchase of a product to an environment organization or event.

43. As green claims increased in number and scope, the FTC developed the __________ to help alleviate concern over the potential for marketers to mislead consumers.

1. Biodegradable Act of 2005

2. Marketing Required Guidelines

3. Green Guides

4. Biodegradable Act of 2005 and Marketing Required Guidelines

5. All of these choices are were developed by the FTC.

Answer: C

Explanation:

The FTC Green Guides are voluntary guidelines that provide dozens of examples of acceptable and unacceptable advertising and package claims.

44. The “Green Guides” provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

1. ozone friendly

2. biodegradable

3. recyclable

4. recycled content

5. All of these choices are correct.

Answer: E

Explanation:

Green Guides are voluntary guidelines that provide dozens of examples of acceptable and unacceptable advertising and package claims.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-03 Discuss values as they relate to green marketing.
Topic: Green Marketing

45. The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don’t deliver is known as

1. eco-friendly.

2. envirosafe.

3. greenwashing.

4. earthsafe.

5. None of these choices are correct.

Answer: C

Explanation:

Greenwashing is a practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they don’t deliver.

46. Environmental concerns don’t guarantee purchase of green products. Negative perceptions are on the rise due to beliefs that green products are

1. too expensive.

2. lower quality.

3. not better for the environment.

4. not green as claimed.

5. All of these choices are correct.

Answer: E

Explanation:

Overcoming these negative perceptions is critical to the success of green marketing.

47. Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity?

1. cause marketing

2. social marketing

3. personal marketing

4. cause marketing and social marketing

5. acause marketing, social marketing, and personal marketing

Answer: D

Explanation:

Cause marketing and social marketing are both terms used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.
Topic: Cause-Related Marketing

48. __________ is done to enhance the welfare of individuals or society without direct benefit to a firm.

1. Cause-related marketing

2. Social marketing

3. Personal marketing

4. Green marketing

5. Hybrid marketing

Answer: B

Explanation:

Social marketing is done to enhance the welfare of individuals or society without direct benefit to a firm.

49. Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause?

1. cause-related marketing

2. green marketing

3. nonprofit marketing

4. image marketing

5. corporate marketing

Answer: A

Explanation:

Cause-related marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

50. Target stores give one percent of a customer’s purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of

1. cause-related marketing.

2. green marketing.

3. nonprofit marketing.

4. image marketing.

5. corporate marketing.

Answer: A

Explanation:

Cause-related marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.
Topic: Cause-Related Marketing

51. Which of the following is an example of cause-related marketing (CRM)?

1. A company donates $10,000 to a school to purchase computers.

2. A company recognizes alternative lifestyles among its employees and allows benefits accordingly.

3. A company donates $1 to Diabetes research for every purchase of its product by consumers.

4. A company features educational health information in its product advertising.

5. A company hires physically challenged employees.

Answer: C

Explanation:

Cause-related marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.

52. Which of the following is a challenge facing marketers who implement cause-related marketing programs?

1. It does not increase consumers’ trust in the company.

2. A company’s commitment to a cause is not important to most consumers.

3. Only a small percentage of consumers are likely to switch brands based on CRM when price and quality are equal.

4. Consumer skepticism and apathy are demonstrated.

5. All of these choices are correct.

Answer: D

Explanation:

Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.
Topic: Cause-Related Marketing

53. Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs?

1. skeptic

2. balancer

3. attribution-oriented

4. socially concerned

5. apathetic

Answer: A

Explanation:

Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

54. John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn’t believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers?

1. skeptic

2. balancer

3. attribution-oriented

4. socially concerned

5. apathetic

Answer: A

Explanation:

Skeptics doubt the sincerity or effectiveness of cause-related marketing programs.

55. Karen believes in cause-related programs, but she doesn’t always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong?

1. skeptic

2. balancer

3. attribution-oriented

4. socially concerned

5. apathetic

Answer: B

Explanation:

Balancers believe in cause-related marketing but generally doesn’t act accordingly.

56. Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer’s motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers?

1. skeptic

2. balancer

3. attribution-oriented

4. socially concerned

5. apathetic

Answer: C

Explanation:

Attribution-oriented consumers are concerned about motives behind cause-related marketing programs.

57. Which consumer group is driven by a desire to help with respect to cause-related marketing programs?

1. skeptic

2. balancer

3. attribution-oriented

4. socially concerned

5. apathetic

Answer: D

Explanation:

Socially-concerned consumers are driven by a desire to help with respect to cause-related marketing programs.

58. Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn’t really care about that. She’s just driven by the desire to help. To which group of consumers does Maria belong?

1. skeptic

2. balancer

3. attribution-oriented

4. socially concerned

5. apathetic

Answer: D

Explanation:

Socially-concerned consumers are driven by a desire to help with respect to cause-related marketing programs.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-04 Discuss values as they relate to cause-related marketing.
Topic: Cause-Related Marketing

59. What has been found to improve the results of cause-related marketing programs?

1. the amount of money donated

2. the fit between the company and the cause

3. supporting causes that help children

4. supporting causes that help the environment

5. longer commitments to supporting a cause

Answer: B

Explanation:

The fit between the company and the cause has been found to improve the results of cause-related marketing programs.

60. Gay consumers, like heterosexuals, vary in terms of

1. ethnicity.

2. geographic region.

3. occupations.

4. age.

5. All of these choices are correct.

Answer: E

Explanation:

Gay consumers, like heterosexuals, vary in terms of ethnicity, geographic region, occupations, and age.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.
Topic: Marketing to Gay and Lesbian Consumers

61. The LGBT (Lesbian, Gay, Bisexual, and Transgender) or gay market has been estimated to comprise __________ of the adult U.S. population.

1. 2–5 percent

2. 7–10 percent

3. 12–15 percent

4. 17–20 percent

5. 25 percent

Answer: A

Explanation:

The gay market has been estimated to comprise 4 percent of the adult U.S. population, or 10 million people.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.
Topic: Marketing to Gay and Lesbian Consumers

62. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?

1. must have separate promotion efforts in gay and mainstream media

2. must have gay themes in ads placed in mainstream media

3. must offer discounts to gay consumers

4. must have internal policies that do not discriminate against gay employees

5. must use cause-related marketing programs that support causes relevant to gay consumers (i.e., AIDS research)

Answer: D

Explanation:

Any firm that desires to capture the loyalty of the gay community must have internal policies that do not discriminate against gay employees.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.
Topic: Marketing to Gay and Lesbian Consumers

63. Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors?

1. corporate equality index (CEI)

2. corporate GLBT index

3. corporate identity index (CII)

4. gay rights index (GRI)

5. green index

Answer: A

Explanation:

The corporate equality index (CEI) measures how equitably a company treats its LGBT (Lesbian, Gay, Bisexual, and Transgender) employees, customers, and investors.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-05 Discuss values as they relate to marketing to gay and lesbian consumers.
Topic: Marketing to Gay and Lesbian Consumers

64. Which is a product or service that often needs modification when targeting gay consumers?

1. financial services

2. automobiles

3. furniture

4. interior decorating

5. All of these choices are correct.

Answer: A

Explanation:

Same-sex marriages are not often recognized under the law, which affects Social Security benefits and estate planning.

65. Which term is used to refer to whether a person is biologically a male or female?

1. gender

2. sex

3. gender identity

4. gender and sex

5. gender, sex, and gender identity

Answer: D

Explanation:

Gender and sex are both terms that refer to whether a person is biologically a male or female.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.
Topic: Gender-Based Marketing

66. __________ refers to the traits of femininity and masculinity.

1. Gender

2. Sex

3. Gender identity

4. Gender roles

5. Gender continuum

Answer: C

Explanation:

Gender identity refers to the traits of femininity and masculinity.

AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 03-06 Discuss values as they relate to gender-based marketing.
Topic: Gender-Based Marketing

67. The behaviors considered appropriate for males and females in a given society are known as

1. Gender.

2. Sex.

3. Gender identity.

4. Gender roles.

5. Gender continuum.

Answer: D

Explanation:

Gender roles are the behaviors considered appropriate for males and females in a given society.

68. While women are vital members of the workforce in the United States, they are still considered the primary care givers of the children in a family. This represents women’s __________ in American society.

1. gender

2. sex

3. gender identity

4. gender role

5. gender continuum

Answer: D

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