Consumer Behavior Building Marketing Strategy 13th Edition Mothersbaugh Test Bank 1

Consumer Behavior Building Marketing Strategy 13th Edition
Mothersbaugh
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Chapter 05
The Changing American Society: Subcultures
Multiple Choice Questions
1. Sponsorship of ethnic events is _____.
A. unpopular because the events do not connect with ethnic subcultures

B. popular as the only way of marketing to ethnic subcultures
C. a means of engaging an ethnic subculture in an authentic way
D. not supported by major corporations in the United States
E. all of the above
5-1
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is
known as a(n) _____.
A. market segment
B. subculture
C. ethnic group
D. reference group
E. subgroup
3. Many companies develop special marketing mixes for a segment of a larger culture whose members share
distinguishing values and patterns of behavior. These segments are known as _____.
A. subsegments
B. subgroups
C. secondary markets
D. subcultures
E. reference groups
4. The degree to which an individual behaves in a manner unique to a subculture depends on _____.
A. the extent to which the individual identifies with that subculture

B. how long the individual has been in this country
C. the age of the individual
D. the education of the individual
E. the extent to which others in that subculture accept that individual
5. Which of the following are bases for subcultures in the United States?
A. ethnic groups
B. religions
C. geographic areas
D. generations
E. all of the above
6. Which of the following are the most commonly described subcultures?
A. ethnic groups
B. religions
C. generations
D. genders
E. geographic areas
5-2
7. Which of the following statements is FALSE regarding subcultures in the United States?
A. The degree to which an individual behaves in a manner unique to a subculture depends on the extent to
which the individual identifies with that subculture.
B. Religious groups are the most commonly described subcultures.
C. We are all members of several subcultures.
D. There are very large variations within each subculture.
E. Generations also function like subcultures.
8. By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups?
A. 80 percent
B. 36 percent
C. 47 percent
D. 25 percent
E. 55 percent
9. The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of ethnic
groups to specific _____.
A. people
B. points in history
C. geographic regions
D. languages
E. none of the above
10. _____ subcultures are defined as those whose members' unique shared behaviors are based on a common
racial, language, or national background.
A. Ethnic
B. Racial
C. Religious
D. Gender
E. Geographic
11. Which of the following is the largest ethnic subculture in the United States?
A. African American
B. Hispanic
C. Asian
D. Native American
E. Caribbean
5-3
12. The relatively faster growth rate of non-European groups in the United States is due to their _____.
A. higher birthrates
B. greater immigration
C. lower death rates
D. A and B
E. A, B, and C
13. Which of the following was the source of the most immigrants into the United States in 2009?
A. Asia
B. Mexico
C. Europe
D. Latin America
E. Africa
14. Which of the following statements is TRUE regarding ethnic subcultures?
A. European ethnic groups constitute a significant and growing part of the U.S. population.
B. Hispanics are the largest population group in the South and in urban areas in the Northeast and Midwest.
C. The influence of one's ethnic heritage on behavior is not influenced by situational factors.
D. All subcultures are very diverse, and general descriptions do not apply to all of the members.
E. Ethnicity is the only factor that influences an individual's behavior.
15. Which of the following is predicted to be the fastest-growing ethnic group in the United States between
2010 and 2030?
A. Whites
B. Blacks
C. Hispanics
D. Asian
E. South Americans
16. Which of the following ethnic groups is predicted to have the youngest median age in the United States in
the year 2015?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
5-4
17. Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the
highest education levels and median household incomes. Which ethnic group meets these criteria?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
18. Toys-R-Us is examining subcultures in the United States and wants to identify the ethnic subculture that
has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion?
A. White
B. Black
C. Hispanic
D. Asian American
E. South American
19. Compared to the white population, Asian Americans tend to _____.
A. be younger
B. be higher educated
C. have a higher household income
D. be a larger subculture
E. B and C
20. Which of the following is NOT a segment of the African American market identified by Yankelovich?
A. Broadcast Blacks
B. Black is Better
C. Digital Networkers
D. Faith Fulfills
E. Black is Beautiful
21. Which segment of the African American market identified by Yankelovich is younger, has the highest
education and income, and is positive about the future?
A. New Middle Class

B. Black Onliners
D. Boomer Blacks
E. Faith Fulfills
5-5
22. Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black,
but feels Black slang should be avoided. To which segment of the African American market identified by
Yankelovich would Jeffrey belong?
A. New Middle Class

B. Black Onliners
D. Boomer Blacks
E. Faith Fulfills
23. Which segment of the African American market identified by Yankelovich is middle age, is upper-middle
income, is family-oriented, and prefers to be around people of their own ethnicity?
A. Black Onliners
B. Black is Better
D. Boomer Blacks
E. Faith Fulfills
24. Theresa is a 40-year-old single parent living in the city. She is confident and positive and enjoys wearing
the latest fashions. Which segment of the African American market identified by Yankelovich best
describes Theresa?
A. Black Onliners
B. Black is Better
D. Boomer Blacks
E. Faith Fulfills
25. Which segment of the African American market identified by Yankelovich is younger, male, brand
conscious, stressed out about school and work, and the heaviest users of such technology as blogs and IM?
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Indulgers
26. Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to
keep in touch with his friends. Which African American market segment identified by Yankelovich best
describes Nick?
A. Boomer Blacks
C. Black Onliners
5-6
27. Which African American market segment identified by Yankelovich is teens living at home, with more
than half raised by a single parent, is tech savvy, and is brand conscious, especially those brands popular
with their culture?
A. Boomer Blacks
C. Black Onliners
E. Healthy Teens
28. LaShonda is an African American high school student who lives with her single mother. She is tech savvy,
watches BET, and buys brands that are popular with her culture. To which segment of the African
American market identified by Yankelovich would LaShonda belong?
A. Boomer Blacks
C. Black Onliners
E. Healthy Teens
29. Which African American market segment identified by Yankelovich is older, is upper middle class, is
heavily online, prefers Black advertising, and strongly supports "Buying Black."
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
D. Digital Networkers
E. Faith Fulfills
30. Robert is a successful 51-year-old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He
drives out of his way to shop exclusively at black-owned businesses. To which segment of the African
American market identified by Yankelovich would Robert belong?
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
E. Faith Fulfills
5-7
31. Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good
health, and he has not been able to buy health insurance with his limited income. In terms of Yankelovich's
segments of African Americans, which one best describes Jimmy?
A. Sick and Stressed

B. Family Struggles
C. Stretched Black Stragglers
D. Faith Fulfills
E. Digital Networkers
32. Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time
watching television and visiting her friends. She doesn't use brands to indicate to others her style and
identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of African
Americans, which one best describes Shondra?

B. Family Struggles
D. Faith Fulfills
33. Which of the following magazines is NOT in the Black Men's Top 5?
A. Maxim
B. Time
C. Jet
D. Ebony
E. Sports Illustrated
34. Which of the following statements is TRUE regarding African American Internet usage?
A. African Americans utilize mobile devices to access social media more than whites.
B. African Americans are more likely to access the Web for news and information, such as general news,
sports, health, and finances than the general population.
C. African Americans prefer a Black perspective on news and information.
D. Roughly 81 percent of African American adults are online.
E. All of the above are true.
35. _____ involves creating or sponsoring an event that has a particular appeal to a market segment.
A. Place-based marketing
B. Event marketing
C. Target marketing
D. Specific marketing
E. Zoned marketing
5-8
36. Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler
offered test drives before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity.
This marketer is using _____ to reach this market.
A. place-based marketing
B. event marketing
C. targeted marketing
D. street marketing
E. zoned marketing
37. What is the major difference between white and black shoppers' store selection criteria?
A. respect
B. location
C. price
D. merchandise selection
E. sponsorships
38. According to the Census Bureau, a person of Cuban, Mexican, Puerto Rican, South or Central American, or
other Spanish culture or origin regardless of race is defined as a(n) _____.
A. African American
B. Asian American
C. Hispanic
D. Native American
E. subculture
39. Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Census
Bureau, Juan would be classified as a(n) _____.
A. African American
B. Asian American
C. Hispanic
D. Native American
E. subculture
40. Mexican Americans tend to live in which region of the United States?
A. New York and New Jersey

B. Southwest and California
C. California, New York, and Florida
D. Midwest
E. South
5-9
41. Which subculture of Hispanics tends to have incomes well above the others?
A. Puerto Ricans
B. Mexican Americans
C. Latinos from Central America
D. Cubans
E. A and D
42. While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural
homogeneity for most products and advertising campaigns targeted to the Hispanic market. Which of the
following is one of those variables?
A. common language
B. common religion
C. emergence of national Spanish-language media
D. emergence of national entertainment figures
E. all of the above
43. The degree to which an immigrant has adapted to his or her new culture is known as _____.
A. dispersion
B. traditionalization
C. acculturation
D. modernization
E. secularization
44. Which generation of Hispanic adults was born outside the United States, has the lowest income and
education, is most likely to identify themselves as Hispanic, is most likely to have Spanish as their primary
language, and is most likely to possess traditional values including a masculine view of the family decision
hierarchy?
A. first-generation adults
B. second-generation adults
C. third-generation adults
D. primary-generation adults
E. secondary -generation adults
45. Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has not
graduated from high school, and works as a day laborer in the agricultural industry in California. He and
his family still possess traditional values, which include him making all the decisions for his family's
welfare. The Pew Hispanic Center would identify Jose as which generation of Hispanic adults?
E. secondary-generation adults
5-10
46. According to the Pew Hispanic Center, which generation of Hispanic adults was born in the United States
to immigrant parents, is more likely than the previous generation to identify themselves as Americans, is
equally split between bilinguals and English as their primary language, and is somewhat less likely to
ascribe to traditional values?
47. Carlos was born in the United States to immigrant parents. He has a higher income and education than his
father, is more likely to identify himself as an American, speaks Spanish and English fluently, and is less
likely to ascribe to traditional values than his parents. According to the Pew Hispanic Center, to which
generation of Hispanic adults does Carlos belong?
48. According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to
U.S. born parents, has the highest education and income levels, is most likely to identify themselves as
Americans, is most likely to have English as the primary language, and is somewhat less likely to ascribe to
traditional values?
49. Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She has
an MBA and earns the highest income in her family; she identifies herself as an American, speaks English
as her primary language, and does not ascribe to the traditional values of her grandparents. In terms of the
Pew Hispanic Center's generations of Hispanic adults, to which generation does Maria belong?
5-11
50. Which religion heavily influences the Hispanic culture?
A. Protestantism
B. Buddhism
C. Islam
D. Judaism
E. Roman Catholicism
51. Bicultural Hispanic teens tend to ____.
A. feel more pressure to blend in and "be American" than their parents
B. reject the presence of Latin American icons
C. acculturate by adding another culture, not by replacing their first culture
D. replace their first culture but continue to speak Spanish exclusively
E. strive to communicate and lead the same traditional Hispanic lifestyle of their parents
52. Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the
Hispanic teen market. Which of the following would have the greatest impact on this market by helping
Hispanic bicultural teens differentiate from the U.S. mainstream?
A. Stress an urban and Spanglish twist on their brands.

B. Stress how this expensive brand will communicate to others that they are "Americanized."
C. Communicate only in English.
D. Stress the quality of the brand.
E. Stress how American teens will follow their sense of style.
53. Which of the following statements is FALSE regarding marketing to Hispanics?
A. Hispanic consumers tend to be highly brand loyal.

B. Hispanics tend to be more receptive than the general market to store brands.
C. Serious attempts to target Hispanics will often involve Spanish-language media.
D. Hispanics have historically lagged behind the general population in terms of Internet usage.
E. The primary retailing responses to this market have been increasing the number of bilingual salespeople,
the use of Spanish language signs, directions, and point-of-purchase displays, and merchandise
assortments that reflect the needs of the local Hispanic community.
54. Which of the following is NOT a way that retailers have responded to the needs of the Hispanic market?
A. lowering prices on nationally branded products

B. increasing the number of bilingual salespeople
C. using Spanish language signs and directions
D. using Spanish language point-of-purchase displays
E. having merchandise assortments that reflect the needs of the local Hispanic community
5-12
55. Which subculture is the most diverse group, with numerous nationalities, languages, and religions?
A. Hispanics
B. African Americans
C. Asian Americans
D. Native Americans
E. Asian-Indian Americans
56. Which of the following represents the largest national background of Asian Americans?
A. Chinese
B. Filipino
C. Japanese
D. Korean
E. Vietnamese
57. Most Asian Americans come from home cultures influenced by _____, which emphasizes subordination of
the son to the father, the younger to the elder, and the wife to the husband.
A. traditionalism
B. Judaism
C. Protestant Ethics
D. Confucianism
E. Islam
58. Henry was born in the United States, but his parents were born in China. He was brought up to be
subordinate to his father and his elders, and when he marries, he will expect his wife to be subordinate to
him. Henry is influenced by _____.
A. traditionalism
B. Judaism
D. Confucianism
E. Islam
59. Market Segment Research found three groups of Asian Americans on the basis of their demographics and
attitudes that cut across nationality groups. Which of the following is one of the segments identified?
A. Confucianists
B. Conformists
C. Traditionalists
D. Market followers
E. all of the above
5-13
60. In terms of the Asian American market, which segment identified by Market Segment Research is older,
often retired, has strong identification with their original culture, tends to use their native language as their
primary language, and is not concerned about status?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
61. John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still
speaks primarily Japanese, and is not concerned about status. Which segment of the Asian American
market identified by Market Segment Research best describes John?
A. Traditionalists
B. Established
D. Market followers
E. Contented
62. Frank Chen is a Chinese immigrant in his mid-50s and has a master's degree in engineering from MIT. He
is a conservative professional with no need or desire for native-language programming. He is willing to pay
premium prices for high-quality products. Which segment of the Asian American market identified by
Market Segment Research best describes him?
A. Traditionalists
B. Established
D. Market followers
E. Contented
63. Which segment of Asian Americans identified by Market Segment Research is younger; has moderate
identification with their native culture; tends to be bilingual; and includes spontaneous, materialistic, and
impulsive shoppers who are concerned with status and quality?
A. Traditionalists
B. Established
D. Market leaders
E. Contented
5-14
64. Li Ming is an Asian American of Chinese dissent and is young; has a moderate identification with her
native culture; is bilingual; and is spontaneous, materialistic, and an impulsive shopper. She is concerned
with status and quality. Which segment of the Asian American market identified by Market Segment
Research best describes her?
A. Traditionalists
B. Established
D. Market leaders
E. Contented
65. The generation of Asian Americans that was born in the United States to immigrant parents is sometimes
referred to as _____.
A. Generation 2.0
B. the Next Generation
C. the Millennials
D. Generation American
E. Generation 3.0
66. There are several Asian American markets, based primarily on nationality and language. Each of these in
turn can be further segmented on _____.
A. degree of acculturation
B. social class
C. generation
D. lifestyle
E. all of the above
67. Which of the following is an important means of reaching virtually all of the native-language speakers of
any nationality nationwide?
A. broadcast television
B. direct broadcast satellite (DBS)
C. cable television
D. Sports Illustrated magazine
E. satellite radio
68. Which of the following statements is TRUE regarding marketing to Asian Americans?
A. Asian Americans are not highly tech savvy or heavy users of the Internet.
B. Effective communication is achieved by simply translating ad copy.
C. Geographic concentration is aiding marketing efficiency.
D. There are very limited options for reaching this market through television.
E. The purchasing power of this group and its various segments is not attractive enough for marketers to
pursue it seriously.
5-15
69. The U.S. Census reports Native Americans by _____.
A. one tribe only

B. one tribe only or in combination with another tribe
C. one tribe only or in combination with another tribe plus in combination with any other race
D. A and B only
E. A, B, and C
70. Which of the following is the largest Native American tribe?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
71. Huata is a Native American from the largest tribe in the United States. Which tribe does she come from?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
72. While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural
traits. Which of the following is NOT one of these shared traits?
A. They place a great value on education, particularly their children's education.

B. They are concerned with financial security and save at a rate much higher than the average American.
C. Husbands and wives tend to share an equal role in family decisions.
D. They do not have a "throw-away" mentality; they shop for value and look for quality and durability.
E. All of the above are shared traits
73. Which of the following is NOT a country from which Arab Americans come?
A. Morocco
B. Algeria
C. Egypt
D. Saudi Arabia
E. Israel
5-16
74. What percentage of Arab Americans are U.S. citizens?
A. less than 20 percent

B. 25 percent
C. 40 percent
D. 75 percent
E. more than 80 percent
75. Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal
belong?
A. Hispanic
B. Asian American
C. Asian-Indian American
D. Arab American
E. Native American
76. America is basically a _____. That is, the educational system, government, and political process are not
controlled by a religious group, and most people's daily behaviors are not guided by strict religious
guidelines.
A. Godless society
B. secular society
C. religious society
D. non-Christian society
E. regional society
77. The different religions in America prescribing differing values and behaviors are known as religious
_____.
A. subcultures
B. sects
C. segments
D. societies
E. pacts
78. Much of the American value system and the resultant political and social institutions are derived from the
_____ beliefs of the early settlers.
A. Judaic
B. Islamic
C. Confucian
D. Christian
E. Buddhist
5-17
79. Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very
strong commitment to their religious beliefs, having had a "born-again" experience, and encouraging others
to believe in Jesus Christ?
A. Buddhists
B. Confucianists
C. Born-again Christians
D. Islamists
E. Jewish
80. Which type of subculture arises as a result of climatic conditions, the natural environment and resources,
the characteristics of the various immigrant groups that have settled there, and significant social and
political events?
A. ethnic
B. regional
C. religious
D. generational
E. transient
True / False Questions
81. A subculture is a segment of a larger culture whose members share distinguishing values and patterns of
behavior.
True False
82. Ethnic groups are the most commonly described subcultures.
True False
83. The U.S. Census has projected for the African American population to reach 20 percent of the overall
population in the United States by 2030.
True False
84. The relatively faster growth rate of non-European groups is due to a higher birthrate among some of these
groups and to greater immigration.
True False
85. Asian Americans are predicted to be the fastest-growing ethnic subculture in the United States between
2010 and 2030.
True False
5-18
86. Marketing to African Americans should be based on the same principles as marketing to any other group.
True False
87. The Census Bureau defines Hispanic as a person of Cuban, Mexican, Puerto Rican, South or Central
American, or other Spanish culture or origin regardless of race.
True False
88. Hispanics mostly speak English and prefer English-language media.
True False
89. Asian Americans are the highest educated and highest income group with substantial purchasing power.
True False
90. Geographic concentration of the Asian American market enhances marketing efficiency.
True False
91. The Choctaw are the largest Native American tribe.
True False
92. India is a homogeneous country.
True False
93. More than 80 percent of Arab Americans are U.S. citizens.
True False
94. America is basically a secular society.
True False
95. Muslims in America are culturally diverse, including Arab Americans, African Americans, Asian
Americans, and Hispanics.
True False
Essay Questions
5-19
96. A German electronics manufacturer is expanding into the United States. This company has commissioned
your company, a marketing research firm, to explain the various subcultures in this country. Explain the
concept of subcultures, and briefly describe the three main subcultures discussed in this chapter.
97. Name and describe 4 of the 11 African American market segments identified by Yankelovich.
98. Target, the national retailer, is opening several new stores in predominantly Hispanic communities. Explain
how Target should modify its business to adequately serve the needs of this market.
99. Discuss the emerging trends regarding the Asian American market that are worth watching.
5-20
100. Much of the American value system and the resultant political and social institutions are derived from the
Christian beliefs of the early settlers. Discuss the forms Christianity takes in this country.
5-21
Chapter 05 The Changing American Society: Subcultures Answer Key
Multiple Choice Questions
1. Sponsorship of ethnic events is _____.
A. unpopular because the events do not connect with ethnic subcultures

B. popular as the only way of marketing to ethnic subcultures
C. a means of engaging an ethnic subculture in an authentic way
D. not supported by major corporations in the United States
E. all of the above
Event sponsorships are seen as an authentic means of engaging an ethnic subculture.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Understand subcultures and their influence on unique market behaviors
Topic: The Changing American Society: Subcultures
2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is
known as a(n) _____.
A. market segment
B. subculture
C. ethnic group
D. reference group
E. subgroup
The unique values and patterns of behavior shared by subculture group members are based on the social
history of the group as well as its current situation.

Blooms: Remember
Topic: The Nature of Subcultures
5-22
3. Many companies develop special marketing mixes for a segment of a larger culture whose members
share distinguishing values and patterns of behavior. These segments are known as _____.
A. subsegments
B. subgroups
C. secondary markets
D. subcultures
E. reference groups

Blooms: Remember
4. The degree to which an individual behaves in a manner unique to a subculture depends on _____.
A. the extent to which the individual identifies with that subculture

B. how long the individual has been in this country
C. the age of the individual
D. the education of the individual
E. the extent to which others in that subculture accept that individual

Blooms: Understand
5. Which of the following are bases for subcultures in the United States?
A. ethnic groups
B. religions
C. geographic areas
D. generations
E. all of the above
Ethnic groups, religions, geographic areas, and generations are all bases for subcultures in the United
States.

Blooms: Remember
Difficulty: 1 Easy
5-23
6. Which of the following are the most commonly described subcultures?
A. ethnic groups
B. religions
C. generations
D. genders
E. geographic areas
Ethnic groups are the most commonly described subcultures.

Blooms: Remember
7. Which of the following statements is FALSE regarding subcultures in the United States?
A. The degree to which an individual behaves in a manner unique to a subculture depends on the extent
to which the individual identifies with that subculture.
B. Religious groups are the most commonly described subcultures.
C. We are all members of several subcultures.
D. There are very large variations within each subculture.
E. Generations also function like subcultures.
Ethnic groups are the most commonly described subcultures.

Blooms: Understand
8. By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups?
A. 80 percent
B. 36 percent
C. 47 percent
D. 25 percent
E. 55 percent
Non-European ethnic groups constitute a significant and growing part of our population.

Blooms: Remember
Topic: Ethnic Subcultures
5-24
9. The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of
ethnic groups to specific _____.
A. people
B. points in history
C. geographic regions
D. languages
E. none of the above
Specific geographic regions are home to different ethnic groups.

Blooms: Understand
Difficulty: 3 Hard
10. _____ subcultures are defined as those whose members' unique shared behaviors are based on a
common racial, language, or national background.
A. Ethnic
B. Racial
C. Religious
D. Gender
E. Geographic
Ethnic subcultures are defined as those whose members' unique shared behaviors are based on a
common racial, language, or national background, but many Americans identify with more than one
ethnic group.

Blooms: Remember
11. Which of the following is the largest ethnic subculture in the United States?
A. African American
B. Hispanic
C. Asian
D. Native American
E. Caribbean
The largest ethnic subculture in the United States is Hispanic.

Blooms: Remember
5-25
12. The relatively faster growth rate of non-European groups in the United States is due to their _____.
A. higher birthrates
B. greater immigration
C. lower death rates
D. A and B
E. A, B, and C
The relatively faster growth rate of non-European groups in the United States is due to their higher
birthrates and greater immigration.

Blooms: Remember
13. Which of the following was the source of the most immigrants into the United States in 2009?
A. Asia
B. Mexico
C. Europe
D. Latin America
E. Africa
Latin America was the source of the most immigrants into the United States in 2009.

Blooms: Remember
Difficulty: 3 Hard
14. Which of the following statements is TRUE regarding ethnic subcultures?
A. European ethnic groups constitute a significant and growing part of the U.S. population.
B. Hispanics are the largest population group in the South and in urban areas in the Northeast and
Midwest.
C. The influence of one's ethnic heritage on behavior is not influenced by situational factors.
D. All subcultures are very diverse, and general descriptions do not apply to all of the members.
E. Ethnicity is the only factor that influences an individual's behavior.
All subcultures are very diverse, and general descriptions do not apply to all of the members.

Blooms: Understand
5-26
15. Which of the following is predicted to be the fastest-growing ethnic group in the United States between
2010 and 2030?
A. Whites
B. Blacks
C. Hispanics
D. Asian
E. South Americans
Between 2010 and 2030, the fastest-growing ethnic group in the United States is predicted to be
Hispanics.

Blooms: Remember
16. Which of the following ethnic groups is predicted to have the youngest median age in the United States
in the year 2015?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
Hispanics are predicted to have the youngest median age in the United States in the year 2015.

Blooms: Remember
17. Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the
highest education levels and median household incomes. Which ethnic group meets these criteria?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
The Asian American subculture has the highest education levels and median household incomes in the
United States.

Blooms: Understand
5-27
18. Toys-R-Us is examining subcultures in the United States and wants to identify the ethnic subculture that
has the greatest percentage of children under the age of 18. Which ethnic group meets this criterion?
A. White
B. Black
C. Hispanic
D. Asian American
E. South American
The Hispanic subculture has the greatest percentage of children under the age of 18 in the United States.

Blooms: Understand
19. Compared to the white population, Asian Americans tend to _____.
A. be younger
B. be higher educated
C. have a higher household income
D. be a larger subculture
E. B and C
Compared to the white population, Asian Americans tend to be higher educated and have a higher
household income.

Blooms: Remember
20. Which of the following is NOT a segment of the African American market identified by Yankelovich?
A. Broadcast Blacks
B. Black is Better
D. Faith Fulfills
E. Black is Beautiful
Black is Beautiful is not a segment of the African market identified by Yankelovich.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-02 Analyze the African American subculture and the unique marketing aspects it entails
Topic: Consumer Segments and Characteristics
5-28
21. Which segment of the African American market identified by Yankelovich is younger, has the highest
education and income, and is positive about the future?
A. New Middle Class

B. Black Onliners
D. Boomer Blacks
E. Faith Fulfills
The New Middle Class segment of the African American market is younger, has the highest education
and income, and is positive about the future.

Blooms: Understand
22. Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as
Black, but feels Black slang should be avoided. To which segment of the African American market
identified by Yankelovich would Jeffrey belong?
A. New Middle Class

B. Black Onliners
D. Boomer Blacks
E. Faith Fulfills
The New Middle Class segment of the African American market is younger, has the highest education
and income, and is positive about the future.

Blooms: Understand
23. Which segment of the African American market identified by Yankelovich is middle age, is upper-
middle income, is family-oriented, and prefers to be around people of their own ethnicity?
A. Black Onliners
B. Black is Better
D. Boomer Blacks
E. Faith Fulfills
The Black is Better segment of the African American market is composed of middle age, upper-middle
income, family-oriented members who prefer to be around people of their own ethnicity and who are the
highest spenders on clothing.

5-29
Blooms: Understand
24. Theresa is a 40-year-old single parent living in the city. She is confident and positive and enjoys
wearing the latest fashions. Which segment of the African American market identified by Yankelovich
best describes Theresa?
A. Black Onliners
B. Black is Better
D. Boomer Blacks
E. Faith Fulfills
The Black is Better segment of the African American market is composed of middle age, upper-middle
income, family-oriented members who prefer to be around people of their own ethnicity and who are the
highest spenders on clothing.

Blooms: Understand
25. Which segment of the African American market identified by Yankelovich is younger, male, brand
conscious, stressed out about school and work, and the heaviest users of such technology as blogs and
IM?
A. Boomer Blacks
C. Black Onliners
The Black Onliners segment of the African American market is younger, male, brand conscious,
stressed out about school and work, and the heaviest users of such technology as blogs and IM.

Blooms: Remember
5-30
26. Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone
to keep in touch with his friends. Which African American market segment identified by Yankelovich
best describes Nick?
A. Boomer Blacks
C. Black Onliners
The Black Onliners segment of the African American market is younger, male, brand conscious,
stressed out about school and work, and the heaviest users of such technology as blogs and IM.

Blooms: Understand
27. Which African American market segment identified by Yankelovich is teens living at home, with more
than half raised by a single parent, is tech savvy, and is brand conscious, especially those brands popular
with their culture?
A. Boomer Blacks
C. Black Onliners
E. Healthy Teens
The Connected Black Teens market segment is teens living at home, with more than half raised by a
single parent, who embrace Black media and are tech savvy.

Blooms: Remember
28. LaShonda is an African American high school student who lives with her single mother. She is tech
savvy, watches BET, and buys brands that are popular with her culture. To which segment of the
African American market identified by Yankelovich would LaShonda belong?
A. Boomer Blacks
C. Black Onliners
E. Healthy Teens
The Connected Black Teens market segment is teens living at home, with more than half raised by a
single parent, who embrace Black media and are tech savvy.
5-31
Blooms: Understand
29. Which African American market segment identified by Yankelovich is older, is upper middle class, is
heavily online, prefers Black advertising, and strongly supports "Buying Black."
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
E. Faith Fulfills
Boomer Blacks are the oldest segment (average age 52), are upper middle class, are heavily online (90
percent), prefer Black advertising, and strongly support "Buying Black."

Blooms: Remember
30. Robert is a successful 51-year-old, lives in the suburbs, and enjoys reading Jet and Ebony magazines.
He drives out of his way to shop exclusively at black-owned businesses. To which segment of the
African American market identified by Yankelovich would Robert belong?
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
E. Faith Fulfills
Boomer Blacks are the oldest segment (average age 52), are upper middle class, re heavily online (90
percent), prefer Black advertising, and strongly support "Buying Black."

Blooms: Understand
5-32
31. Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good
health, and he has not been able to buy health insurance with his limited income. In terms of
Yankelovich's segments of African Americans, which one best describes Jimmy?

B. Family Struggles
D. Faith Fulfills
Sick and Stressed African Americans trend older (45-65), male, suburban, parents, and lower-middle
income and are stressed about health and finances.

Blooms: Understand
32. Shondra is an African American who can't afford to go out after work, so she spends a lot of her free
time watching television and visiting her friends. She doesn't use brands to indicate to others her style
and identity and tends to be more price sensitive than others. In terms of Yankelovich's segments of
African Americans, which one best describes Shondra?

B. Family Struggles
D. Faith Fulfills
The Family Struggles segment is a broad age group that is mostly female, parents, lower income status,
heaviest TV watchers, and price but not brand conscious.

Blooms: Understand
33. Which of the following magazines is NOT in the Black Men's Top 5?
A. Maxim
B. Time
C. Jet
D. Ebony
E. Sports Illustrated
The Black Men's Top 5 consists of Jet, Ebony, Sports Illustrated, Vibe, and Time.

Blooms: Remember
5-33
Difficulty: 3 Hard
Topic: Media Usage
34. Which of the following statements is TRUE regarding African American Internet usage?
A. African Americans utilize mobile devices to access social media more than whites.
B. African Americans are more likely to access the Web for news and information, such as general
news, sports, health, and finances than the general population.
C. African Americans prefer a Black perspective on news and information.
D. Roughly 81 percent of African American adults are online.
E. All of the above are true.
Each statement is correct with regard to African American Internet usage.

Blooms: Remember
Difficulty: 3 Hard
35. _____ involves creating or sponsoring an event that has a particular appeal to a market segment.
A. Place-based marketing
B. Event marketing
C. Target marketing
D. Specific marketing
E. Zoned marketing
Event marketing involves creating or sponsoring an event that has a particular appeal to a market
segment.

Blooms: Remember
Topic: Marketing to African Americans
36. Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which
Chrysler offered test drives before each concert and donated $5 for each test drive to Ms. LaBelle's
chosen charity. This marketer is using _____ to reach this market.
A. place-based marketing
B. event marketing
C. targeted marketing
D. street marketing
E. zoned marketing
Event marketing involves creating or sponsoring an event that has a particular appeal to a market
segment.

5-34
Blooms: Understand
37. What is the major difference between white and black shoppers' store selection criteria?
A. respect
B. location
C. price
D. merchandise selection
E. sponsorships
Many black shoppers still encounter obviously disrespectful acts such as being closely watched and
slower service.

Blooms: Remember
38. According to the Census Bureau, a person of Cuban, Mexican, Puerto Rican, South or Central
American, or other Spanish culture or origin regardless of race is defined as a(n) _____.
A. African American
B. Asian American
C. Hispanic
D. Native American
E. subculture
The Hispanic definition is measured by a person's response to the question: Are you
Spanish/Hispanic/Latino?

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Analyze the Hispanic subculture and the unique marketing aspects it entails
Topic: Hispanics
39. Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Census
Bureau, Juan would be classified as a(n) _____.
A. African American
B. Asian American
C. Hispanic
D. Native American
E. subculture
Persons coming from Cuba are classified as Hispanics.

5-35
Blooms: Understand
Difficulty: 1 Easy
Topic: Hispanics
40. Mexican Americans tend to live in which region of the United States?
A. New York and New Jersey

B. Southwest and California
C. California, New York, and Florida
D. Midwest
E. South
Mexican Americans tend to live in the Southwest and California.

Blooms: Remember
Topic: Hispanics
41. Which subculture of Hispanics tends to have incomes well above the others?
A. Puerto Ricans
B. Mexican Americans
C. Latinos from Central America
D. Cubans
E. A and D
Cubans and Puerto Ricans tend to have incomes well above other Hispanics.

Blooms: Remember
Difficulty: 3 Hard
Topic: Hispanics
42. While marketers must be sensitive to nationality-based differences, some variables create sufficient
cultural homogeneity for most products and advertising campaigns targeted to the Hispanic market.
Which of the following is one of those variables?
A. common language
B. common religion
C. emergence of national Spanish-language media
D. emergence of national entertainment figures
E. all of the above
Homogeneity in the Hispanic market is the result of common language, common religion, emergence of
national Spanish-language media, and emergence of national entertainment figures.

Blooms: Understand
5-36
Difficulty: 1 Easy
Topic: Hispanics
43. The degree to which an immigrant has adapted to his or her new culture is known as _____.
A. dispersion
B. traditionalization
C. acculturation
D. modernization
E. secularization
Acculturation is highly related to language use.

Blooms: Remember
Topic: Acculturation, Language, and Generational Influences
44. Which generation of Hispanic adults was born outside the United States, has the lowest income and
education, is most likely to identify themselves as Hispanic, is most likely to have Spanish as their
primary language, and is most likely to possess traditional values including a masculine view of the
family decision hierarchy?
E. secondary -generation adults
First-generation Hispanic adults display the lowest level of acculturation.

Blooms: Understand
5-37
45. Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has
not graduated from high school, and works as a day laborer in the agricultural industry in California. He
and his family still possess traditional values, which include him making all the decisions for his
family's welfare. The Pew Hispanic Center would identify Jose as which generation of Hispanic adults?
First-generation Hispanic adults display the lowest level of acculturation.

Blooms: Understand
46. According to the Pew Hispanic Center, which generation of Hispanic adults was born in the United
States to immigrant parents, is more likely than the previous generation to identify themselves as
Americans, is equally split between bilinguals and English as their primary language, and is somewhat
less likely to ascribe to traditional values?
Second-generation adults are more likely to identify themselves as Americans and speak English and
are less likely to ascribe to traditional values.

Blooms: Understand
5-38
47. Carlos was born in the United States to immigrant parents. He has a higher income and education than
his father, is more likely to identify himself as an American, speaks Spanish and English fluently, and is
less likely to ascribe to traditional values than his parents. According to the Pew Hispanic Center, to
which generation of Hispanic adults does Carlos belong?
Second-generation adults are more likely to identify themselves as Americans and speak English, and
are less likely to ascribe to traditional values.

Blooms: Understand
48. According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States
to U.S. born parents, has the highest education and income levels, is most likely to identify themselves
as Americans, is most likely to have English as the primary language, and is somewhat less likely to
ascribe to traditional values?
Third-generation Hispanics display the highest level of acculturation.

Blooms: Understand
5-39
49. Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She
has an MBA and earns the highest income in her family; she identifies herself as an American, speaks
English as her primary language, and does not ascribe to the traditional values of her grandparents. In
terms of the Pew Hispanic Center's generations of Hispanic adults, to which generation does Maria
belong?
Third-generation Hispanics display the highest level of acculturation.

Blooms: Understand
50. Which religion heavily influences the Hispanic culture?
A. Protestantism
B. Buddhism
C. Islam
D. Judaism
E. Roman Catholicism
The Roman Catholic religion heavily influences the Hispanic culture.

Blooms: Remember
51. Bicultural Hispanic teens tend to ____.
A. feel more pressure to blend in and "be American" than their parents
B. reject the presence of Latin American icons
C. acculturate by adding another culture, not by replacing their first culture
D. replace their first culture but continue to speak Spanish exclusively
E. strive to communicate and lead the same traditional Hispanic lifestyle of their parents
Bicultural Hispanic teens tend to acculturate by adding another culture, not by replacing their first
culture.

Blooms: Understand
Difficulty: 3 Hard
5-40
52. Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the
Hispanic teen market. Which of the following would have the greatest impact on this market by helping
Hispanic bicultural teens differentiate from the U.S. mainstream?
A. Stress an urban and Spanglish twist on their brands.

B. Stress how this expensive brand will communicate to others that they are "Americanized."
C. Communicate only in English.
D. Stress the quality of the brand.
E. Stress how American teens will follow their sense of style.
Bicultural Hispanic teens tend to acculturate by adding another culture, not by replacing their first
culture.

Blooms: Understand
Difficulty: 3 Hard
53. Which of the following statements is FALSE regarding marketing to Hispanics?
A. Hispanic consumers tend to be highly brand loyal.

B. Hispanics tend to be more receptive than the general market to store brands.
C. Serious attempts to target Hispanics will often involve Spanish-language media.
D. Hispanics have historically lagged behind the general population in terms of Internet usage.
E. The primary retailing responses to this market have been increasing the number of bilingual
salespeople, the use of Spanish language signs, directions, and point-of-purchase displays, and
merchandise assortments that reflect the needs of the local Hispanic community.
Hispanics tend to be less receptive than the general market to store brands.

Blooms: Understand
Topic: Marketing to Hispanics
54. Which of the following is NOT a way that retailers have responded to the needs of the Hispanic
market?
A. lowering prices on nationally branded products

B. increasing the number of bilingual salespeople
C. using Spanish language signs and directions
D. using Spanish language point-of-purchase displays
E. having merchandise assortments that reflect the needs of the local Hispanic community
Retailers have not responded to the needs of the Hispanic market by lowering prices on nationally
branded products.

5-41
Blooms: Remember
55. Which subculture is the most diverse group, with numerous nationalities, languages, and religions?
A. Hispanics
B. African Americans
C. Asian Americans
D. Native Americans
E. Asian-Indian Americans
Asian Americans are not a single subculture.

Blooms: Remember
Learning Objective: 05-04 Analyze the Asian American subculture and the unique marketing aspects it entails
Topic: Asian Americans
56. Which of the following represents the largest national background of Asian Americans?
A. Chinese
B. Filipino
C. Japanese
D. Korean
E. Vietnamese
Chinese represent 29 percent of Asian Americans.

Blooms: Remember
57. Most Asian Americans come from home cultures influenced by _____, which emphasizes subordination
of the son to the father, the younger to the elder, and the wife to the husband.
A. traditionalism
B. Judaism
D. Confucianism
E. Islam
Confucianism emphasizes subordination of the son to the father, the younger to the elder, and the wife
to the husband.

Blooms: Remember
5-42
58. Henry was born in the United States, but his parents were born in China. He was brought up to be
subordinate to his father and his elders, and when he marries, he will expect his wife to be subordinate
to him. Henry is influenced by _____.
A. traditionalism
B. Judaism
D. Confucianism
E. Islam
Confucianism emphasizes subordination of the son to the father, the younger to the elder, and the wife
to the husband.

Blooms: Understand
59. Market Segment Research found three groups of Asian Americans on the basis of their demographics
and attitudes that cut across nationality groups. Which of the following is one of the segments
identified?
A. Confucianists
B. Conformists
C. Traditionalists
D. Market followers
E. all of the above
Traditionalists are one of three groups of Asian Americans that cut across nationality groups.

Blooms: Remember
5-43
60. In terms of the Asian American market, which segment identified by Market Segment Research is older,
often retired, has strong identification with their original culture, tends to use their native language as
their primary language, and is not concerned about status?
A. Traditionalists
B. Established
D. Market followers
E. Contented

Blooms: Remember
61. John is an older, retired Japanese American. He has a strong identification with his Japanese culture,
still speaks primarily Japanese, and is not concerned about status. Which segment of the Asian
American market identified by Market Segment Research best describes John?
A. Traditionalists
B. Established
D. Market followers
E. Contented

Blooms: Understand
62. Frank Chen is a Chinese immigrant in his mid-50s and has a master's degree in engineering from MIT.
He is a conservative professional with no need or desire for native-language programming. He is willing
to pay premium prices for high-quality products. Which segment of the Asian American market
identified by Market Segment Research best describes him?
A. Traditionalists
B. Established
D. Market followers
E. Contented
Established are older, conservative, well-educated professionals.

Blooms: Understand
5-44
63. Which segment of Asian Americans identified by Market Segment Research is younger; has moderate
identification with their native culture; tends to be bilingual; and includes spontaneous, materialistic,
and impulsive shoppers who are concerned with status and quality?
A. Traditionalists
B. Established
D. Market leaders
E. Contented
Living for the Moment are younger, bilingual, and have moderate identification with native culture.

Blooms: Remember
64. Li Ming is an Asian American of Chinese dissent and is young; has a moderate identification with her
native culture; is bilingual; and is spontaneous, materialistic, and an impulsive shopper. She is
concerned with status and quality. Which segment of the Asian American market identified by Market
Segment Research best describes her?
A. Traditionalists
B. Established
D. Market leaders
E. Contented
Living for the Moment are younger, bilingual, and have moderate identification with native culture.

Blooms: Understand
5-45
65. The generation of Asian Americans that was born in the United States to immigrant parents is
sometimes referred to as _____.
A. Generation 2.0
B. the Next Generation
C. the Millennials
D. Generation American
E. Generation 3.0
Generation 2.0 is the generation of Asian Americans born in the United States to immigrant parents.

Blooms: Remember
66. There are several Asian American markets, based primarily on nationality and language. Each of these
in turn can be further segmented on _____.
A. degree of acculturation
B. social class
C. generation
D. lifestyle
E. all of the above
While these segments create challenges for marketers, they also represent increased purchasing power.

Blooms: Remember
Difficulty: 1 Easy
Topic: Marketing to Asian Americans
67. Which of the following is an important means of reaching virtually all of the native-language speakers
of any nationality nationwide?
A. broadcast television
B. direct broadcast satellite (DBS)
C. cable television
D. Sports Illustrated magazine
E. satellite radio
Echo Star's Dish Network offers a "Chinese Package" called "Great Wall TV Package."

Blooms: Remember
5-46
68. Which of the following statements is TRUE regarding marketing to Asian Americans?
A. Asian Americans are not highly tech savvy or heavy users of the Internet.
B. Effective communication is achieved by simply translating ad copy.
C. Geographic concentration is aiding marketing efficiency.
D. There are very limited options for reaching this market through television.
E. The purchasing power of this group and its various segments is not attractive enough for marketers
to pursue it seriously.
Geographic concentration is increasing, which helps marketing efficiency.

Blooms: Remember
69. The U.S. Census reports Native Americans by _____.
A. one tribe only

B. one tribe only or in combination with another tribe
C. one tribe only or in combination with another tribe plus in combination with any other race
D. A and B only
E. A, B, and C
The U.S. Census reports Native Americans by individual tribe and in combination with other tribes and
races.

Blooms: Remember
Learning Objective: 05-05 Analyze the Native American; Asian-Indian; and Arab American subcultures and the unique marketing aspects
they entail
Topic: Native Americans
70. Which of the following is the largest Native American tribe?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
Cherokee is the largest Native American tribe.

Blooms: Remember
Difficulty: 3 Hard
they entail
5-47
71. Huata is a Native American from the largest tribe in the United States. Which tribe does she come
from?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
Cherokee is the largest Native American tribe.

Blooms: Understand
Difficulty: 3 Hard
they entail
72. While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural
traits. Which of the following is NOT one of these shared traits?
A. They place a great value on education, particularly their children's education.

B. They are concerned with financial security and save at a rate much higher than the average
American.
C. Husbands and wives tend to share an equal role in family decisions.
D. They do not have a "throw-away" mentality; they shop for value and look for quality and durability.
E. All of the above are shared traits
Asian-Indian husbands tend to have a dominant role in family decisions.

Blooms: Remember
they entail
Topic: Asian-Indian Americans
73. Which of the following is NOT a country from which Arab Americans come?
A. Morocco
B. Algeria
C. Egypt
D. Saudi Arabia
E. Israel
Arab Americans do not come from Israel.

Blooms: Remember
they entail
5-48
Topic: Arab Americans
74. What percentage of Arab Americans are U.S. citizens?
A. less than 20 percent

B. 25 percent
C. 40 percent
D. 75 percent
E. more than 80 percent
More than 80 percent of Arab Americans are U.S. citizens, with a majority being born in the United
States.

Blooms: Remember
Difficulty: 3 Hard
they entail
75. Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal
belong?
A. Hispanic
B. Asian American
C. Asian-Indian American
D. Arab American
E. Native American
More than 80 percent of Arab Americans are U.S. citizens.

Blooms: Understand
Difficulty: 1 Easy
they entail
76. America is basically a _____. That is, the educational system, government, and political process are not
controlled by a religious group, and most people's daily behaviors are not guided by strict religious
guidelines.
A. Godless society
B. secular society
C. religious society
D. non-Christian society
E. regional society
The educational system, government, and political process are not controlled by a religious group, and
most people's daily behaviors are not guided by strict religious guidelines.

5-49
Blooms: Remember
Learning Objective: 05-06 Describe the various religious subcultures and their implications for marketing
Topic: Religious Subcultures
77. The different religions in America prescribing differing values and behaviors are known as religious
_____.
A. subcultures
B. sects
C. segments
D. societies
E. pacts
Religious subcultures are the different religions in America prescribing differing values and behaviors.

Blooms: Remember
78. Much of the American value system and the resultant political and social institutions are derived from
the _____ beliefs of the early settlers.
A. Judaic
B. Islamic
C. Confucian
D. Christian
E. Buddhist
Although American culture is basically secular, many of its traditions and values are derived from the
Judeo-Christian heritage of the majority of Americans.

Blooms: Remember
Difficulty: 1 Easy
Topic: Christian Subcultures
5-50
79. Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very
strong commitment to their religious beliefs, having had a "born-again" experience, and encouraging
others to believe in Jesus Christ?
A. Buddhists
B. Confucianists
C. Born-again Christians
D. Islamists
E. Jewish
Born-again Christians are characterized by a strong belief in the literal truth of the Bible, a very strong
commitment to their religious beliefs, having had a "born-again" experience, and encouraging others to
believe in Jesus Christ.

Blooms: Remember
Difficulty: 1 Easy
80. Which type of subculture arises as a result of climatic conditions, the natural environment and
resources, the characteristics of the various immigrant groups that have settled there, and significant
social and political events?
A. ethnic
B. regional
C. religious
D. generational
E. transient
Regional subcultures arise as a result of climatic conditions, the natural environment and resources, the
characteristics of the various immigrant groups that have settled there, and significant social and
political events.

Blooms: Remember
Learning Objective: 05-07 Explain the role of geographic regions as subcultures
True / False Questions
5-51
81. A subculture is a segment of a larger culture whose members share distinguishing values and patterns of
behavior.
TRUE

Blooms: Remember
Difficulty: 1 Easy
82. Ethnic groups are the most commonly described subcultures.
TRUE
Ethnic subcultures are those whose members' unique shared behaviors are based on a common social,
language, or national background.

Blooms: Remember
Difficulty: 1 Easy
83. The U.S. Census has projected for the African American population to reach 20 percent of the overall
FALSE
The U.S. Census has projected for the African American population to reach 13.1 percent of the overall

Blooms: Remember
84. The relatively faster growth rate of non-European groups is due to a higher birthrate among some of
these groups and to greater immigration.
TRUE
The relatively faster growth rate of non-European groups is due to a higher birthrate among some of
these groups and to greater immigration.

Blooms: Remember
5-52
85. Asian Americans are predicted to be the fastest-growing ethnic subculture in the United States between
2010 and 2030.
FALSE
Hispanics are predicted to be the fastest-growing ethnic subculture in the United States between 2010
and 2030.

Blooms: Remember
86. Marketing to African Americans should be based on the same principles as marketing to any other
group.
TRUE
Adaptation to fit the requirements of the unique segments may often be needed.

Blooms: Remember
Topic: African Americans
87. The Census Bureau defines Hispanic as a person of Cuban, Mexican, Puerto Rican, South or Central
American, or other Spanish culture or origin regardless of race.
TRUE
An Hispanic is defined as a person of Cuban, Mexican, Puerto Rican, South or Central American, or
other Spanish culture or origin regardless of race.

Blooms: Remember
Topic: Hispanics
88. Hispanics mostly speak English and prefer English-language media.
FALSE
Hispanics often speak Spanish and often prefer Spanish-language media.

Blooms: Remember
5-53
89. Asian Americans are the highest educated and highest income group with substantial purchasing power.
(p. 165)
TRUE
Asian American purchasing power is estimated to be $713 billion and is expected to grow by 37 percent
through 2018, which is higher than the growth for whites.

Blooms: Remember
Difficulty: 1 Easy
90. Geographic concentration of the Asian American market enhances marketing efficiency.
TRUE
Sixty-five percent of both the Asian American population and spending power resides in just six states.

Blooms: Remember
Difficulty: 1 Easy
91. The Choctaw are the largest Native American tribe.
FALSE
The Cherokee are the largest Native American tribe.

Blooms: Remember
Difficulty: 3 Hard
they entail
92. India is a homogeneous country.
FALSE
In some ways, India is more like Europe than America with 28 states, six union territories, 15 official
languages, and dozens of other languages and dialects.

Blooms: Remember
they entail
Topic: Asian-Indian Americans
5-54
93. More than 80 percent of Arab Americans are U.S. citizens.
TRUE
More than 80 percent of Arab Americans are U.S. citizens, with a majority born in the United States.

Blooms: Remember
Difficulty: 3 Hard
they entail
94. America is basically a secular society.
TRUE
The educational system, government, and political process are not controlled by a religious group, and
most people's daily behaviors are not guided by strict religious guidelines.

Blooms: Remember
95. Muslims in America are culturally diverse, including Arab Americans, African Americans, Asian
Americans, and Hispanics.
TRUE
Muslims in America are not necessarily Arabs.

Blooms: Remember
Topic: Non-Christian Subcultures
Essay Questions
5-55
96. A German electronics manufacturer is expanding into the United States. This company has
commissioned your company, a marketing research firm, to explain the various subcultures in this
country. Explain the concept of subcultures, and briefly describe the three main subcultures discussed in
this chapter.
A subculture is a segment of a larger culture whose members share distinguishing values and patterns
of behavior. The unique values and patterns of behavior shared by subculture group members are based
on the social history of the group as well as on its current situation. Ethnic groups are the most
commonly described subcultures, but religious and geographic regions are also the bases for strong
subcultures in the United States. An ethnic subculture is one whose members' unique shared behaviors
are based on a common racial, language, or national background. The major ethnic subcultures in the
United States include African Americans, Hispanics, Asian Americans, Native Americans, Asian-Indian
Americans, and Arab Americans. The different religions in America prescribing differing values and
behaviors constitute several religious subcultures. The primary religious subcultures in the United
States include Christian subcultures (i.e., Roman Catholics, Protestants, and Born-again Christians) and
non-Christian subcultures (i.e., Jewish, Muslim, and Buddhist). Finally, distinct regional subcultures
arise as a result of climatic conditions, the natural environment and resources, the characteristics of the
various immigrant groups that have settled in each region, and significant social and political events.
The four U.S. census regions are Northeast, North Central, South, and West.

Blooms: Understand
5-56
97. Name and describe 4 of the 11 African American market segments identified by Yankelovich.
Market Segment Research found 11 segments relating to demographics, lifestyle, and technology use:
New Middle Class—younger; highest education and income; most suburban; high tech use; positive
about future; self-describe as Black; feel "Black slang" should be avoided.
Broadcast Blacks—middle age; female; lowest income; urban; single parent; lowest tech; confident;
independent; value education; self-describe as African American; feel "Black slang" should be avoided;
strongly support "Buying Black."
Black is Better—middle age; upper-middle income; urban; trend single parent; confident and positive;
self-identify as African American; strong emphasis on faith, career, and family; prefer being around
people of their own ethnicity; highest spenders on clothing.
Black Onliners—younger; male; middle/upper income; brand conscious; place strongest importance on
being around people of own ethnicity; most stressed about work, family, academics, and straddling
Black and White worlds; heaviest users of such technology as blogs and IM.
Digital Networkers—younger; school or early career phase; unmarried; male; suburban; middle/upper
income; heavy tech, including social networking and IM; less in touch with Black solidarity; less
confident attitudes; less religious; shop online.
Connected Black Teens—teens living at home, with more than half raised by single parent; embrace
Black media; tech savvy; brand conscious and want brands popular with their culture; music focused;
positive life attitude; respect elders; not as focused on only interacting with those of same ethnicity.
Boomer Blacks—oldest segment; upper middle class; heavily online; prefer Black advertising;
religious; high mistrust in institutions and high awareness of prejudice; prefer being around people of
their own ethnicity; strongly support "Buying Black."
Faith Fulfills—trend older and female; parents; married; highly religious; spend most time volunteering
for religious and non-profit groups; upper middle class; have positive attitude about future; don't feel
they have to hide their Blackness; use Internet but not tech forward.
Sick and Stressed—trend older; male; suburban; parents; lower-middle income; less optimistic;
stressed about health and finances; least likely to lead healthy lifestyle and have health insurance.
Family Struggles—broad age group; mostly female; parents; lower income status; heaviest TV; are
mostly online but lighter users; associate heavily with those of same ethnicity; lower use of social
network sites; price but not brand conscious.
Stretched Black Straddlers—young; female; middle income; trend unmarried; exposed to the greatest
racial discrimination; self-identify as Black; report acting differently when around Blacks than around
other ethnicities; high stress over work, family, money; newer to technology.

Blooms: Understand
Difficulty: 3 Hard
5-57
98. Target, the national retailer, is opening several new stores in predominantly Hispanic communities.
Explain how Target should modify its business to adequately serve the needs of this market.
The primary retailing responses to this market have been increasing the number of bilingual
salespeople; the use of Spanish language signs, directions, and point-of-purchase displays; and
merchandise assortments that reflect the needs of the local Hispanic community. Additionally, though,
because Target also will be communicating with these consumers through advertising, for example,
store managers need to be aware that Hispanics often speak Spanish and often prefer Spanish-language
media. Serious attempts to target Hispanics will often involve Spanish-language media as well as mass
media. There are several Spanish-language TV networks in the United States as well as widespread
Spanish language radio, magazines, and newspapers. Successfully communicating to Hispanic
consumers involves more than directly translating ad copy from English to Spanish.

Blooms: Understand
99. Discuss the emerging trends regarding the Asian American market that are worth watching.
First is geographic concentration, which has historically been high and appears to be increasing.
Roughly 75 percent of all Asian Americans live in just six states (California, New York, New Jersey,
Hawaii, Texas, and Illinois). Immigration is one of the factors fueling the growth of this population. A
second trend is toward an increase in skilled workers from Mandarin-speaking regions of mainland
China. A final trend is one that is common to all subcultures—the youth trend. Roughly a third of Asian
Americans are under the age of 25, and this second generation (sometimes referred to as Generation
2.0), which was born in the United States, is like the African American and Hispanic youth, still tied to
their roots, but blending languages and cultures, influencing general U.S. culture, and fueling trends in
fashion and music.

Blooms: Understand
5-58
100. Much of the American value system and the resultant political and social institutions are derived from
the Christian beliefs of the early settlers. Discuss the forms Christianity takes in this country.
Christianity takes many forms in this country, each with some unique beliefs and behaviors: Roman
Catholics, Protestants, and Born-Again Christians.
Roughly 21 percent of American adults are Roman Catholic. The Catholic Church is highly structured
and hierarchical, the Pope is the central religious authority, and individual interpretation of scripture and
events is minimal. A basic tenet is that a primary purpose of a marital union is procreation, resulting in a
larger family size for Catholics than for Protestants. The Catholic Church is ethnically diverse, and
Hispanics have fueled much of the Catholic growth since 1960. Catholics have very few consumption
restrictions or requirements associated with their religion.
Approximately 45 percent of American adults identify themselves as Protestant. While there is

significant diversity within this religion, most emphasize direct individual experience with God as a
core tenet. The emphasis on individual responsibility and control has been credited with creating a
strong work ethic, desire of scientific knowledge, a willingness to sacrifice for the future, and relatively
small families. Some subcultures within this religion prohibit the consumption of certain products (e.g.,
stimulants such as caffeine prohibited by the Mormon Church and alcohol prohibited by the Southern
Baptist Church).
Born-again Christians are characterized by a strong belief in the literal truth of the Bible, a very strong
commitment to their religious beliefs, having had a "born-again" experience, and encouraging others to
believe in Jesus Christ. They tend to have somewhat lower education and income levels than the general
population, and they tend to have a more traditional gender role orientation. Born-again Christians are
best known for their political stands on issues such as abortion, homosexual rights, and prayer in the
schools. They generally oppose the use of alcohol and drugs, and various groups have organized
boycotts against advertisers that sponsor shows they find inappropriate.

Blooms: Understand
5-59

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The Changing American Society: Subcultures

Multiple Choice Questions

1. Sponsorship of ethnic events is _____.

A. unpopular because the events do not connect with ethnic subcultures

A. the extent to which the individual identifies with that subculture

6. Which of the following are the most commonly described subcultures?

14. Which of the following statements is TRUE regarding ethnic subcultures?

19. Compared to the white population, Asian Americans tend to _____.

A. New Middle Class

A. New Middle Class

A. Sick and Stressed

A. Sick and Stressed

A. New York and New Jersey

51. Bicultural Hispanic teens tend to ____.

A. Stress an urban and Spanglish twist on their brands.

53. Which of the following statements is FALSE regarding marketing to Hispanics?

A. Hispanic consumers tend to be highly brand loyal.

A. lowering prices on nationally branded products

A. one tribe only

70. Which of the following is the largest Native American tribe?

A. They place a great value on education, particularly their children's education.

A. less than 20 percent

True / False Questions

82. Ethnic groups are the most commonly described subcultures.

88. Hispanics mostly speak English and prefer English-language media.

91. The Choctaw are the largest Native American tribe.

92. India is a homogeneous country.

93. More than 80 percent of Arab Americans are U.S. citizens.

94. America is basically a secular society.

Multiple Choice Questions

1. Sponsorship of ethnic events is _____.

A. unpopular because the events do not connect with ethnic subcultures

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

A. the extent to which the individual identifies with that subculture

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

14. Which of the following statements is TRUE regarding ethnic subcultures?

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

19. Compared to the white population, Asian Americans tend to _____.

AACSB: Analytical Thinking

AACSB: Analytical Thinking

A. New Middle Class

AACSB: Analytical Thinking

A. New Middle Class

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking