Chapter 3 The Changing American Society—Values
Multiple Choice Questions
1. The WUSA, WNBA, and LPGA have _____.
A) succeeded due to America's increased focus on nature
B) been a response to the changing role of women in American society
C) been slow to grow due to the shift toward more traditional values
D) been slow to grow due to women's lack of involvement in general fitness activities
E) none of the above
Answer: B Page: 81-82 Difficulty: moderate
2. The percentage of U.S. women who watch sports on TV every week is _____.
A) 5 percent
B) 25 percent
C) 50 percent
D) 75 percent
E) none of the above
Answer: C Page: 81 Difficulty: hard
3. ____ are widely held beliefs that affirm what is desirable.
A) Norms
B) Cultural values
C) Precepts
D) Prescriptions
E) Orientations
Answer: B Page: 82 Difficulty: easy
4. Which of the following is true regarding changes in American cultural values?
A) Shifts in cultural values are not observable.
B) Changes in values tend to occur quickly.
C) Changes in values tend to occur evenly across individuals and groups.
D) There is substantial variance in values across individuals and groups.
E) Cultural values are constant.
Answer: D Page: 82 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
5. When did Americans begin to place increased emphasis on leisure, immediate
gratification, and sensual gratification?
A) after the end of the Civil War
B) after the end of World War I
C) during the Depression
D) after the end of World War II
E) after the Vietnam War
Answer: D Page: 82 Difficulty: hard
6. Leigh is working on a research project for her marketing class, and her assignment is
to study how Americans' values with respect to consumer behavior have changed in
the past 50 years. Which of the following would give her the best insight into these
changes?
A) advertising
B) stock reports
C) Supreme Court cases
D) government documents
E) postage stamps
Answer: A Page: 83 Difficulty: easy
7. The vegetarian market includes which group of consumers?
A) adults
B) adolescents
C) children
D) a and b
E) a, b, and c
Answer: E Page: 83 Difficulty: easy
8. Which of the following has NOT been found to be a motive for choosing to become a
vegetarian?
A) economics
B) moral
C) gustatory
D) health
E) ecological
Answer: A Page: 83 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
9. Mitch is a vegetarian who does not eat any animal products. He based this lifestyle
decision on his love of animals, and he did not want an animal to suffer for his
pleasure. On which motive did Mitch base his decision?
A) economics
B) moral
C) gustatory
D) health
E) ecological
Answer: B Page: 83 Difficulty: hard
10. Which of the following statements is FALSE regarding the religious/secular value in
American society?
A) A religious group does not control the educational system, government, or
political process.
B) Most people's daily behaviors are not guided by strict religious guidelines.
C) America is basically a religious society.
D) Religious-based beliefs do influence decisions.
E) Many Americans for whom religion is especially important are conservative in
their beliefs.
Answer: C Page: 83-84 Difficulty: hard
11. Which of the following is a self-oriented value?
A) problem solving/fatalistic
B) individual/collective
C) tradition/change
D) material/nonmaterial
E) performance/status
Answer: D Page: 84 Difficulty: moderate
12. Which of the following is NOT an environment-oriented value?
A) cleanliness
B) performance/status
C) tradition/change
D) risk taking/security
E) all of the above are environment-oriented values
Answer: E Page: 84 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
13. Which of the following is NOT an other-oriented value?
A) diversity/uniformity
B) masculine/feminine
C) limited family/extended family
D) tradition/change
E) individual/collective
Answer: D Page: 84 Difficulty: moderate
14. Which of the following is a current American value?
A) uniformity
B) active
C) religious
D) youth
E) overcome nature
Answer: B Page: 84 Difficulty: hard
15. Which of the following is a traditional American value?
A) youth
B) competition
C) active
D) hard work
E) all of the above
Answer: E Page: 84 Difficulty: easy
16. Which of the following is an emerging American value?
A) materialistic
B) individual
C) admiring nature
D) masculine
E) postponed gratification
Answer: C Page: 84 Difficulty: hard
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Chapter 3 The Changing American Society—Values
17. Which changing American value has been a major force in maintaining a relatively
strong economy?
A) the shift toward immediate gratification
B) the shift toward a more religious society
C) the shift toward voluntary simplicity
D) the shift toward becoming more active
E) the shift away from being fatalistic
Answer: A Page: 85 Difficulty: moderate
18. A shift from a focus on sensual gratification to abstinence in America would most
likely affect _____.
A) the role of price in purchase decisions
B) the types of advertising themes used
C) the complexity of decision rules used in purchase decisions
D) the diffusion of Internet shopping
E) none of the above
Answer: B Page: 85 Difficulty: moderate
19. A shift back to an emphasis on postponed gratification in American would most likely
_____.
A) increase the use of credit
B) decrease the use of credit
C) alter the timing of television commercials
D) expand the use of Internet shopping
E) none of the above
Answer: B Page: 85 Difficulty: easy
20. Which is NOT a reason why Americans work long hours?
A) minimum wage is higher the more hours worked
B) because of their material orientation
C) because they may lack skills or job opportunities to provide even a moderate
lifestyle without doing so
D) work is meaningful and valuable to them
E) all of the above are reasons why Americans work long hours
Answer: A Page: 85-86 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
21. _____ is consumers' efforts to reduce their reliance on consumption and material
possessions.
A) Downsizing
B) Dematerialization
C) Voluntary simplicity
D) Demarketing
E) Voluntary withdrawal
Answer: C Page: 86 Difficulty: moderate
22. The voluntary simplicity movement in America represents a shift in which value?
A) active/passive
B) problem solving/fatalistic
C) masculine/feminine
D) material/nonmaterial
E) youth/age
Answer: D Page: 86 Difficulty: moderate
23. 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 _____.
A) downsizing
B) dematerialization
C) voluntary withdrawal
D) voluntary simplicity
E) demarketing
Answer: D Page: 86 Difficulty: moderate
24. What percentage of American adults exercise regularly?
A) less than 50%
B) 50%
C) 60%
D) 75%
E) more than 75%
Answer: A Page: 87 Difficulty: hard
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Chapter 3 The Changing American Society—Values
25. Which of the following statements is FALSE regarding Americans' environmentoriented values?
A) Americans have long valued cleanliness.
B) Americans traditionally have not been very receptive to change.
C) American's risk-taking orientation seems to be moving more toward taking risks.
D) Traditionally, nature was viewed as an obstacle.
E) Americans are shifting back to a focus on performance rather than status.
Answer: B Page: 88-90 Difficulty: moderate
26. 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 _____.
A) the creative class
B) social engineers
C) the developers
D) trend setters
E) true naturals
Answer: A Page: 88-89 Difficulty: moderate
27. Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their
early 30s. They represent a growing percentage of the workforce along with others
who generate new ideas and technologies for a living or engage in complex problem
solving. Lakeisha and Timothy are part of the _____.
A) social reengineering movement
B) cutting edge
C) creative class
D) true naturals
E) young developers
Answer: C Page: 88-89 Difficulty: moderate
28. Which of the following factors had a significant impact on Americans' emphasis on
security?
A) the Depression
B) World War II
C) the Cold War
D) a and b
E) a, b, and c
Answer: E Page: 89 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
29. Which of the following is a segment used to describe consumers with respect to their
environmental activism?
A) True Blues
B) New Green Mainstream
C) Ailing Recluse
D) Healthy Hermits
E) Green Earths
Answer: B Page: 89 Difficulty: moderate
30. Which of the following is NOT a segment used to describe consumers with respect to
their environmental activism?
A) True Naturals
B) New Green Mainstream
C) Affluent Healers
D) Concerned
E) Overwhelmed
Answer: D Page: 89 Difficulty: hard
31. Which segment of environmental activists are concerned about the environment but
alter their actions and purchases only when it is convenient?
A) True Naturals
B) New Green Mainstream
C) Affluent Healers
D) Young Recyclers
E) Overwhelmed
Answer: B Page: 89 Difficulty: moderate
32. Gertrude expresses deeply felt environmental concerns and tailors everything she does
and purchases on these beliefs. Which segment of environmental activism best
describes Gertrude?
A) True Naturals
B) New Green Mainstream
C) Young Recyclers
D) Affluent Healers
E) Concerned
Answer: A Page: 89 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
33. Mickey is concerned about the environment, but he is most concerned about issues
that relate to his personal health. That's why he protested when the city was
considering placing a landfill near his home. Other than that, though, Mickey really
does not consider environmental issues when he is shopping for products. To which
environmental activism segment would Mickey belong?
A) Unconcerned
B) New Green Mainstream
C) Young Recyclers
D) Affluent Healers
E) True Naturals
Answer: D Page: 89 Difficulty: moderate
34. Heather is married and has three children. While she and her family are concerned
about the environment, they only alter their actions and purchases when it is
convenient for them. Which environmental activism segment best describes Heather
and her family?
A) True Naturals
B) Unconcerned
C) Overwhelmed
D) New Green Mainstream
E) Affluent Healers
Answer: D Page: 89 Difficulty: moderate
35. Which of the following is one of the defining characteristics of American society?
A) aversion to change
B) collectivism
C) individualism
D) extended family
E) status
Answer: C Page: 90 Difficulty: moderate
36. Individualism affects which of the following?
A) incentive systems for salespeople
B) advertising themes
C) product design
D) customer complaining behavior
E) all of the above
Answer: E Page: 90 Difficulty: easy
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Chapter 3 The Changing American Society—Values
37. Consumers higher in individualism are more likely to _____ when faced with poor
service performance.
A) complain
B) switch
C) engage in negative word-of-mouth
D) a and b
E) a, b, and c
Answer: E Page: 90 Difficulty: easy
38. 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?
A) diversity
B) uniformity
C) fatalistic
D) individualism
E) status
Answer: D Page: 90 Difficulty: hard
39. According to the authors, American culture increasingly values _____.
A) diversity
B) uniformity
C) collectivity
D) fatalism
E) none of the above
Answer: A Page: 91 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
40. Which of the following statements is true regarding Americans' other-oriented values?
A) A strong emphasis on collectivism is one of the defining characteristics of
American society.
B) Since World War II, Americans have increasingly valued diversity.
C) The impact that the family has on the individual is great.
D) Older people are considered wiser than young people and are looked to as models
and leaders in American society.
E) America is a cooperative rather than a competitive society.
Answer: B Page: 90-92 Difficulty: moderate
41. The value that Americans place on youth has _____.
A) increased dramatically in recent years
B) shown a slow reversal toward more value being placed on age in recent years
C) decreased dramatically in recent years
D) remained unchanged in recent years
E) shown a slight increase in recent years
Answer: B Page: 92 Difficulty: moderate
42. A shift away from a competition oriented society would most likely affect _____.
A) sales force compensation
B) the types of decision rules used
C) the use of comparative advertising
D) the use of price as a competitive weapon
E) all of the above
Answer: C Page: 92 Difficulty: moderate
43. Marketers have responded to Americans' increasing concern for the environment with
an approach called _____.
A) green marketing
B) clean marketing
C) environmental marketing
D) activist marketing
E) cause-related marketing
Answer: A Page: 93 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
44. Which of the following is NOT generally involved in green marketing?
A) developing products whose production, use or disposal is less harmful to the
environment than the traditional versions of the product
B) developing products that have a positive impact on the environment
C) pricing products lower than the competition
D) tying the purchase of a product to an environmental organization or event
E) all of the above are involved in green marketing
Answer: C Page: 93 Difficulty: moderate
45. 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
_____.
A) green marketing
B) clean marketing
C) environmental marketing
D) activist marketing
E) cause-related marketing
Answer: A Page: 93 Difficulty: moderate
46. Under the Federal Trade Commission's set of voluntary guidelines for green claims,
labels promoting products as “environmentally safe” or “environmentally friendly”
must _____.
A) be completely biodegradable
B) be at least photodegradable
C) be produced from completely organic methods
D) must specify what portion of the product is being referred to
E) must specify how to recycle the packaging
Answer: D Page: 93 Difficulty: hard
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Chapter 3 The Changing American Society—Values
47. The manager of a brand of trash bags that is degradable and better for the environment
wants to make that claim on the package and in its advertising. According to the
Federal Trade Commission's (FTC) guidelines for green claims, what must this
marketer do to be able to label the product as “environmentally safe” or
“environmentally friendly”?
A) Labels making these claims must specify what portion of the product is being
referred to.
B) Marketers must first get permission from the FTC.
C) In addition to getting permission from the FTC, marketers must also get
permission from the Environmental Protection Agency (EPA).
D) Labels making these claims must specify in exactly what way the product is
“environmentally safe” or “environmentally friendly.”
E) Reference to scientific research supporting such claims must be made available to
consumers.
Answer: A Page: 93 Difficulty: hard
48. Green marketing methods that are profitable for the farmer, environmentally sound,
and socially responsible are said to be _____.
A) environmental
B) acceptable
C) sustainable
D) impactful
E) meaningful
Answer: C Page: 94 Difficulty: moderate
49. Several coffee manufacturers are informing consumers of their fair trade practices in
which farmers in less developed countries are paid a living wage for their crops. The
philosophy behind this movement is to be profitable for the farmer, be
environmentally sound, and to be socially responsible. This movement has been
referred to as the _____.
A) environmental movement
B) fairness doctrine
C) fairness movement
D) substantial wage and environmentally sound movement
E) sustainability movement
Answer: E Page: 94 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
50. 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?
A) cause marketing
B) social marketing
C) personal marketing
D) a and b
E) a, b, and c
Answer: D Page: 94 Difficulty: moderate
51. _____ is done to enhance the welfare of individuals or society without direct benefit to
a firm.
A) Cause-related marketing
B) Social marketing
C) Personal marketing
D) Green marketing
E) Hybrid marketing
Answer: B Page: 95 Difficulty: moderate
52. 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?
A) cause-related marketing
B) green marketing
C) nonprofit marketing
D) image marketing
E) corporate marketing
Answer: A Page: 95 Difficulty: moderate
53. 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
_____.
A) cause-related marketing
B) green marketing
C) nonprofit marketing
D) image marketing
E) corporate marketing
Answer: A Page: 95 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
54. Which of the following is an example of cause-related marketing (CRM)?
A) A company donates $10,000 to a school to purchase computers.
B) A company recognizes alternative lifestyles among its employees and allows
benefits accordingly.
C) A company donates $1 to Diabetes research for every purchase of its product by
consumers.
D) A company features educational health information in its product advertising.
E) A company hires physically challenged employees.
Answer: C Page: 95 Difficulty: moderate
55. Which of the following is a challenge facing marketers who implement cause-related
marketing programs?
A) It does not increase consumers' trust in the company.
B) A company's commitment to a cause is not important to most consumers.
C) Only a small percentage of consumers are likely to switch brands based on CRM
when price and quality are equal.
D) Consumer skepticism and apathy.
E) all of the above
Answer: D Page: 96 Difficulty: hard
56. Which group of consumers doubts the sincerity or effectiveness of cause-related
marketing programs?
A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic
Answer: A Page: 96 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
57. 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?
A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic
Answer: A Page: 96 Difficulty: moderate
58. 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?
A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic
Answer: B Page: 97 Difficulty: moderate
59. 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?
A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic
Answer: C Page: 97 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
60. Which consumer group is driven by a desire to help with respect to cause-related
marketing programs?
A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic
Answer: D Page: 97 Difficulty: moderate
61. Maria will go out of her way to purchase a brand or patronage 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?
A) Skeptic
B) Balancer
C) Attribution-oriented
D) Socially concerned
E) Apathetic
Answer: D Page: 97 Difficulty: moderate
62. What has been found to improve the results of cause-related marketing programs?
A) the amount of money donated
B) the fit between the company and the cause
C) supporting causes that help children
D) supporting causes that help the environment
E) longer commitments to supporting a cause
Answer: B Page: 97 Difficulty: moderate
63. Gay consumers, like heterosexuals, vary in terms of _____.
A) ethnicity
B) geographic region
C) occupations
D) age
E) all of the above
Answer: E Page: 97 Difficulty: easy
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Chapter 3 The Changing American Society—Values
64. The gay market has been estimated to comprise _____ of the adult U.S. population.
A) 1 percent
B) 5-7 percent
C) 10 percent
D) 15-20 percent
E) 25 percent
Answer: B Page: 97 Difficulty: hard
65. What is typically absolutely necessary of any firm that desires to capture the loyalty of
the gay community?
A) must have separate promotion efforts in gay and mainstream media
B) must have gay themes in ads placed in mainstream media
C) must offer discounts to gay consumers
D) must have internal policies that do not discriminate against gay employees
E) must use cause-related marketing programs that support causes relevant to gay
consumers (i.e., AIDS research)
Answer: D Page: 98 Difficulty: moderate
66. Which index is published by the Human Rights Campaign Foundation and measures
how equitably a company treats its GLBT (Gay, Lesbian, Bisexual, and Transgender)
employees, customers, and investors?
A) corporate equality index (CEI)
B) corporate GLBT index
C) corporate identity index (CII)
D) gay rights index (GRI)
E) green index
Answer: A Page: 98 Difficulty: moderate
67. Which is a product or service that often needs modification when targeting gay
consumers?
A) financial services
B) automobiles
C) furniture
D) interior decorating
E) all of the above
Answer: A Page: 98 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
68. Which term is used to refer to whether a person is biologically a male or female?
A) gender
B) sex
C) gender identity
D) a and b
E) a, b, and c
Answer: D Page: 100 Difficulty: hard
69. _____ refers to the traits of femininity and masculinity.
A) Gender
B) Sex
C) Gender identity
D) Gender roles
E) Gender continuum
Answer: C Page: 100 Difficulty: moderate
70. The behaviors considered appropriate for males and females in a given society are
known as _____.
A) Gender
B) Sex
C) Gender identity
D) Gender roles
E) Gender continuum
Answer: D Page: 100 Difficulty: moderate
71. While women are vital members of the workforce in the U.S., they are still considered
the primary care givers of the children in a family. This represents women's _____ in
American society.
A) gender
B) sex
C) gender identity
D) gender role
E) gender continuum
Answer: D Page: 100 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
72. A(n) _____ is based on an attribute over which the individual has little or no control.
A) traditional role
B) achievement role
C) ascribed role
D) gender identity
E) gender orientation
Answer: C Page: 101 Difficulty: moderate
73. _____ are based on performance criteria over which the individual has some degree of
control.
A) Traditional roles
B) Achievement roles
C) Ascribed roles
D) Gender roles
E) Selective roles
Answer: B Page: 101 Difficulty: moderate
74. A woman that is married with the husband assuming the responsibility for providing
for the family and the wife running the house and taking care of the children would be
classified as _____.
A) gender appropriate
B) gender consistent
C) traditional
D) modern
E) old-fashioned
Answer: C Page: 101 Difficulty: moderate
75. Catherine is married and a mother of two children. She has decided to forego her own
career to stay home with her children until they are grown and on their own. Both she
and her husband have decided that it is best for their family for him to assume the
responsibility for providing financial security for them while she takes care of the
home and family. Catherine would be classified as which type of woman?
A) gender appropriate
B) gender consistent
C) traditional
D) modern
E) old-fashioned
Answer: C Page: 101 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
76. A woman that is married where both she and her husband work and share
homemaking and child care responsibilities is classified as _____ with respect to
gender orientation.
A) transgender
B) gender inconsistent
C) traditional
D) modern
E) cutting-edge
Answer: D Page: 101 Difficulty: moderate
77. Rayna is married and a mother of four children. Both she and her husband share
homemaking and child-rearing responsibilities. Rayna would be classified as a_____
gender orientation.
A) transgender
B) gender inconsistent
C) traditional
D) modern
E) cutting-edge
Answer: D Page: 101 Difficulty: moderate
78. Which of the following is a segment of female consumers?
A) Traditional housewife
B) Trapped housewife
C) Trapped working woman
D) Career working woman
E) all of the above
Answer: E Page: 102-103 Difficulty: easy
79. Lisa is a single mother of two and works two jobs to provide for her family and
derives little or no satisfaction from employment. To which market segment would
Lisa belong?
A) Traditional housewife
B) Trapped housewife
C) Trapped working woman
D) Career working woman
E) Modern-day woman
Answer: C Page: 102-103 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
80. Which of the following is a reason why women are an important target market?
A) Women-headed households are expected to represent almost 50 percent of all
households in 2010.
B) Women are homogeneous as a group, which makes marketing to them easier.
C) More women work more hours outside the home today than at any time in our
history.
D) Women's purchasing power now equals men's purchasing power.
E) all of the above
Answer: C Page: 103 Difficulty: hard
81. Since women are quite diverse as a group, what other factors must marketers also
consider when designing marketing communications?
A) ethnicity
B) age
C) life stage
D) employment status
E) all of the above
Answer: E Page: 104 Difficulty: easy
True/False Questions
82. Observable shifts in consumer behavior are often due to underlying shifts in cultural
values.
Answer: True Page: 82 Difficulty: easy
83. America is basically a secular society.
Answer: True Page: 83 Difficulty: moderate
84. Materialism is an emerging American self-oriented value.
Answer: False Page: 84 Difficulty: moderate
85. Consumers' efforts to reduce their reliance on consumption and material possessions
have been termed dematerialization.
Answer: False Page: 86 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
86. Americans continue to value an active approach to life.
Answer: True Page: 97 Difficulty: easy
87. Consumers labeled as “True Greens” express deeply felt environmental concerns and
tailor their actions and purchases to these beliefs.
Answer: False Page: 89 Difficulty: moderate
88. Consumers higher in individualism are more likely to complain, switch, or engage in
negative word-of-mouth.
Answer: True Page: 90 Difficulty: moderate
89. Americans have always valued diversity.
Answer: False Page: 90-91 Difficulty: hard
90. Though Americans are increasingly focusing on cooperation and teamwork, it is done
so that the team or group can outperform some other team or group.
Answer: True Page: 92 Difficulty: moderate
91. Green marketing, like food supplement marketing, is unregulated and marketers can
make unsubstantiated claims without penalty.
Answer: False Page: 93 Difficulty: moderate
92. Cause-related marketing (CRM) is marketing that 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.
Answer: True Page: 95 Difficulty: easy
93. Current estimates vary, but common benchmarks put the size of the gay market at 10
to 15 percent of the adult U.S. population.
Answer: False Page: 97 Difficulty: hard
94. Compared to the general population, gay consumers tend to be less tech savvy.
Answer: False Page: 99 Difficulty: moderate
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Chapter 3 The Changing American Society—Values
95. Gender roles refer to the traits of femininity and masculinity.
Answer: False Page: 100 Difficulty: moderate
96. A “Trapped Housewife” is generally married and stays at home, but she prefers to
work and does not enjoy household chores.
Answer: True Page: 102 Difficulty: easy
Essay Questions
97. Discuss changes in three of Americans' self-oriented values.
Page: 82-87 Difficulty: moderate
Answer:
The chapter discussed six self-oriented value changes, and students can discuss any
three:
a. Religious/Secular--America is basically a secular society. A religious group does
not control the educational system, government, or political process and most
people's daily behaviors are not guided by strict religious guidelines. While
Americans often profess to be more religious than their behaviors would suggest,
religious-based beliefs do influence decisions. Those for whom religion is
especially important are conservative in their beliefs.
b. Sensual Gratification/Abstinence--Closely tied to America's traditional religious
orientation was a belief in the virtue of abstinence. As American society became
more secular, sensual gratification became more acceptable.
c. Postponed/Immediate Gratification--Americans seem unwilling to delay
pleasures, which has been a major force in maintaining a relatively strong
economy.
d. Hard Work/Leisure--Americans continue their strong tradition of hard work, and
the percentage of married women who work outside the home for wages has
increased considerably. Reasons for working hard include material orientation,
because they lack the skills or job opportunities to provide even a moderate
lifestyle without doing so, and because work is meaningful and valuable to them.
e. Material/Nonmaterial--Americans have maintained a strong material orientation,
resulting in a consumption-driven society. However, some consumers are
reducing their reliance on consumption and material possessions, which has been
termed voluntary simplicity.
f. Active/Passive--Americans continue to value an active approach to life. While
less than half of all American adults exercise regularly, most take an active
approach to both leisure and problem-solving activities.
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Chapter 3 The Changing American Society—Values
98. Define green marketing and explain what is meant by “sustainability.”
Page: 93-94 Difficulty: moderate
Answer: Green marketing is how marketers have responded to Americans’
increasing concern for the environment, and it generally involves (a) developing
products whose production, use, or disposal is less harmful to the environment than
the traditional versions of the product, (b) developing products that have a positive
impact on the environment, and (c) tying the purchase of a product to an
environmental organization or event. An emerging consensus is that sustainability
involves methods that are (a) profitable for the farmer, (b) environmentally sound, and
(c) socially responsible.
99. The company you work for wants to integrate its philanthropic charitable giving with
its own corporate performance. Explain how this can be accomplished, and discuss
how consumers might respond to this effort.
Page: 95-97 Difficulty: moderate
Answer:
Cause-related marketing (CRM) is marketing that 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. Research has shown that CRM increases consumers' trust in the
company, claim that a company's commitment to a social cause is important when
deciding what to recommend to other people, and that they are willing to switch
brands based on CRM when price and quality are equal. However, four segments of
consumers have been identified: (a) Skeptic (i.e., doubt sincerity or effectiveness of
CRM), (b) Balancer (i.e., believe in CRM but generally don't act accordingly), (c)
Attribution-oriented (i.e., concerned about motives behind CRM), and (d) Socially
concerned (i.e., driven by desire to help).
100. What issues must companies understand and contend with when attempting to market
to the gay consumer?
Page: 98 Difficulty: moderate
Answer:
Any firm that desires to capture the loyalty of the gay community must have internal
policies that do not discriminate against gay employees, and the Human Rights
Campaign Foundation provides such information through its corporate equality index
(CEI). Additional product and communication issues must also be considered. For
example, does the product need to be modified to meet the needs of this market?
Should the firm advertise in gay-oriented media using its standard ads? Should it
advertise in gay media using ads with gay themes? To what extent should the firm be
involved in gay community activities? Should its major media ads include ads with
gay themes?
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Chapter 3 The Changing American Society—Values
101. Compare and contrast the terms gender, gender identity, and gender roles.
Page: 100-101 Difficulty: moderate
Answer:
The term gender is used to refer to whether a person is biologically a male or female
(the term sex is used interchangeably with gender). Gender identity refers to the
traits of femininity (expressive traits such as tenderness and compassion) and
masculinity (instrumental traits such as aggressiveness and dominance). These traits
represent the ends of a continuum, and individuals have varying levels of each trait,
with biological males tending to be toward the masculine end of the continuum and
biological females toward the feminine end. Gender roles are the behaviors
considered appropriate for males and females in a given society. Gender roles are
ascribed roles, which is based on an attribute over which the individual has little or no
control.
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