Consumer Behavior Building Marketing Strategy 14Th Edition - by David Mothersbaugh - Test Bank

Consumer Behavior Building Marketing
Strategy 14Th Edition – By David

Mothersbaugh- Test Bank
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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.

Blooms: Remember
Difficulty: Hard
Gradable: automatic

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.

Blooms: Remember
Difficulty: Easy
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

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.

Blooms: Understand
Difficulty: Easy
Gradable: automatic

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.

Blooms: Understand
Difficulty: Hard
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic
Topic: 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.

Blooms: Remember
Gradable: automatic

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.

Blooms: Remember
Difficulty: Hard
Gradable: automatic

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.

Blooms: Remember
Difficulty: Easy
Gradable: automatic

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.

Blooms: Remember
Difficulty: Hard
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

Answer: B

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

Blooms: Understand
Gradable: automatic

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.

Answer: B

Explanation:
Americans are now saving more and paying down debt.

Blooms: Understand
Difficulty: Easy
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
Difficulty: Hard
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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
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:
The creative class are those who work in such professions as architecture,
science, engineering, and health care and business who generate new ideas

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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.

Blooms: Remember
Difficulty: Hard
Gradable: automatic

28. Which segment of environmental activists is highly dismissive of

environmental concerns and doesn’t believe global warming exists?
2. Eco-Villains
3. Green Naives
4. Eco-Chic

Answer: B

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

Blooms: Remember
Gradable: automatic

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
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.

Blooms: Understand
Gradable: automatic

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
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.

Blooms: Understand
Gradable: automatic

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
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).

Blooms: Understand
Gradable: automatic

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.
Blooms: Remember
Gradable: automatic
Topic: Other-Oriented Values

33. Individualism affects which of the following?
1. incentive systems for salespeople

2. advertising themes
3. product design
4. customer complaining behavior

Answer: E

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

Blooms: Remember
Difficulty: Easy
Gradable: automatic

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.

Blooms: Understand
Difficulty: Easy
Gradable: automatic

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.

Blooms: Understand
Difficulty: Hard
Gradable: automatic

36. According to the authors, American culture increasingly values
1. diversity.
2. uniformity.
3. collectivity.
4. fatalism.

Answer: A

Explanation:
American culture increasingly values diversity.

Blooms: Remember
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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.

Answer: C

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

Blooms: Remember
Gradable: automatic

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.

Blooms: Remember
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.

Blooms: Understand
Gradable: automatic

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.

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.

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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

Answer: E

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

Blooms: Remember
Difficulty: Hard
Gradable: automatic

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.

Answer: C

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

Blooms: Remember
Gradable: automatic

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.

Answer: E

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

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
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.
Blooms: Remember
Gradable: automatic
marketing.

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.

Blooms: Remember
Gradable: automatic
marketing.

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
2. green marketing.
3. nonprofit marketing.
4. image marketing.
5. corporate marketing.

Answer: A

Explanation:
the cause.

Blooms: Understand
Gradable: automatic
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:
the cause.

Blooms: Understand
Gradable: automatic
marketing.

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.

Answer: D

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

Blooms: Understand
Difficulty: Hard
Gradable: automatic
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:
programs.

Blooms: Remember
Gradable: automatic
marketing.

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
5. apathetic

Answer: A

Explanation:
programs.

Blooms: Understand
Gradable: automatic
marketing.

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
5. apathetic

Answer: B

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

Blooms: Understand
Gradable: automatic
marketing.

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
5. apathetic

Answer: C

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

Blooms: Understand
Gradable: automatic
marketing.

57. Which consumer group is driven by a desire to help with respect
to cause-related marketing programs?
1. skeptic
2. balancer
5. apathetic

Answer: D

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

Blooms: Understand
Gradable: automatic
marketing.

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
5. apathetic

Answer: D

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

Blooms: Apply
Gradable: automatic
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.

Blooms: Understand
Gradable: automatic
marketing.

60. Gay consumers, like heterosexuals, vary in terms of
1. ethnicity.
2. geographic region.
3. occupations.
4. age.

Answer: E

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

Blooms: Remember
Difficulty: Hard
Gradable: automatic

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.

Blooms: Understand
Gradable: automatic

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.

Blooms: Remember
Gradable: automatic

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

Answer: A

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

Blooms: Remember
Gradable: automatic

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.

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.

Blooms: Remember
Gradable: automatic
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.

Blooms: Remember
Gradable: automatic
marketing.

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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Chapter 03 Test Bank

1. Companies which have been successful recently at targeting “involved

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

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

1. Shifts in cultural values are not observable.

5. When did Americans begin to place increased emphasis on leisure,

1. after the end of the Civil War

7. Which of the following statements is false regarding the religious/secular

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

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

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

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

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

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

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

1. the shift toward immediate gratification

15. A shift from a focus on sensual gratification to abstinence in

1. the role of price in purchase decisions.

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

1. increase the use of credit.

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

18. __________ is consumers’ efforts to reduce their reliance on

19. The voluntary simplicity movement in America represents a shift

21. What percentage of American adults exercise regularly?

1. less than 50%

22. Which of the following statements is false regarding Americans’

1. Americans have long valued cleanliness.

23. Those who work in such professions as architecture, science,

1. the creative class.

24. Lakeisha is an architect, and her husband, Timothy, is an

1. social reengineering movement.

25. Which of the following factors had a significant impact on

26. Which of the following is a segment used to describe consumers

27. Which of the following is not a segment used to describe

28. Which segment of environmental activists is highly dismissive of

29. Gertrude expresses deeply felt environmental concerns and

30. Mickey is not concerned about the environment. He has no

1. Frugal Earth Mothers

32. Which of the following is one of the defining characteristics of

33. Individualism affects which of the following?

1. incentive systems for salespeople

34. Consumers higher in individualism are more likely to __________

35. Laurie purchased an entertainment armoire from a national chain

36. According to the authors, American culture increasingly values

37. Which of the following statements is true regarding Americans’

38. The value that Americans place on youth has

1. increased dramatically in recent years.

1. sales force compensation.

40. Marketers have responded to Americans’ increasing concern for

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

42. Health Valley is a brand of food, such as breakfast cereals, that

43. As green claims increased in number and scope, the FTC

1. Biodegradable Act of 2005

44. The “Green Guides” provide examples of acceptable and

45. The practice whereby a firm promotes environmental benefits that

47. Which term is used to refer to the application of marketing

48. __________ is done to enhance the welfare of individuals or

49. Which type of marketing ties a company and its products to an

50. Target stores give one percent of a customer’s purchase to a