Question 1

Is the senior market easy or hard to segment, and why?

Accepted Answer

The seniors' market is particularly well

Question 2

French Canadians make up approximately ________ of Canada's population.

Accepted Answer

A)  10% 
B)  14% 
C)  28% 
D)  32% 
A)  10% 
B)  14% 
C)  28% 
D)  32%

Question 3

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Accepted Answer

A) True 
 B)False

Question 4

In a ________, group members tend to be tightly knit and they infer meanings that go beyond the spoken word.

Accepted Answer

A)  low-context 
B)  hidden-meaning 
C)  subtle-contextual 
D)  high-context 
A)  low-context 
B)  hidden-meaning 
C)  subtle-contextual 
D)  high-context

Question 5

Xu Juan just moved to Canada from China. It is quite likely that she will:

Accepted Answer

A)  experience too much anxiety and move back. 
B)  go broke from spending too much money. 
C)  acculturate almost immediately after arriving. 
D)  reside close to other Chinese people. 
A)  experience too much anxiety and move back. 
B)  go broke from spending too much money. 
C)  acculturate almost immediately after arriving. 
D)  reside close to other Chinese people.

Question 6

How do high- and low-context cultures differ?

Accepted Answer

One important subcultural difference is

Question 7

Why does age constitute a subculture?

Accepted Answer

A)  People of a certain age share the same genetic traits. 
B)  People of the same age have shared the same experiences and have common memories. 
C)  Age is a subculture because of the definitions adopted by Statistics Canada. 
D)  Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long-standing belief. 
A)  People of a certain age share the same genetic traits. 
B)  People of the same age have shared the same experiences and have common memories. 
C)  Age is a subculture because of the definitions adopted by Statistics Canada. 
D)  Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long-standing belief.

Question 8

Explain the concept called "age cohort." Briefly identify how marketers might use this concept to segment markets.

Accepted Answer

An age subculture is based on an age coh

Question 9

Jenny was born in 2001 and Henry in 1989. Respectively, they are members of which generations?

Accepted Answer

A)  Generation Y and Generation X 
B)  Generation Y and Generation Z 
C)  Generation Z and Generation Y 
D)  both in Generation Y 
A)  Generation Y and Generation X 
B)  Generation Y and Generation Z 
C)  Generation Z and Generation Y 
D)  both in Generation Y

Question 10

Because marketing is universal, companies that market products across subcultural groups have found that there is little advantage to hiring members of the subcultures to help prepare promotions.

Accepted Answer

A) True 
 B)False

Question 11

What makes the university market appealing to companies?

Accepted Answer

Advertisers spend millions each year to

Question 12

Jett is part of the second-largest ethnic market in Canada. Approximately 80% of his neighbours are from the same group. What is the group and where is he likely to be living?

Accepted Answer

He is likely French Canadian and living

Question 13

The much-heralded age segment known as the "baby boomers" refers to those persons born between:

Accepted Answer

A)  1945-1975. 
B)  1944-1954. 
C)  1940-1960. 
D)  1946-1964. 
A)  1945-1975. 
B)  1944-1954. 
C)  1940-1960. 
D)  1946-1964.

Question 14

Baby boomers blame baby busters for passing down the serious problems that they are now confronting: getting good jobs, for example.

Accepted Answer

A) True 
 B)False

Question 15

The term "teenager" is a relatively new idea.

Accepted Answer

A) True 
 B)False

Question 16

When marketers attempt to appeal to people across different age categories, they are using a ________ strategy.

Accepted Answer

A)  mass 
B)  multigenerational marketing 
C)  concentrated 
D)  differentiated 
A)  mass 
B)  multigenerational marketing 
C)  concentrated 
D)  differentiated

Question 17

Generation Y makes up what percentage of the Canadian population?

Accepted Answer

A)  approximately 28% 
B)  approximately 38% 
C)  less than 10% 
D)  approximately 12% 
A)  approximately 28% 
B)  approximately 38% 
C)  less than 10% 
D)  approximately 12%

Question 18

Scott was planning to put on a huge concert featuring a popular DJ at his university. Which of the following media types would be the most effective for advertising this concert?

Accepted Answer

A)  online 
B)  television 
C)  radio 
D)  newspapers 
A)  online 
B)  television 
C)  radio 
D)  newspapers

Question 19

How have marketers tended to regard baby boomers, and how is this changing?

Accepted Answer

A Canadian study revealed that almost ha

Question 20

The term "consumer identity renaissance" refers to:

Accepted Answer

A)  the redefinition process people undergo when they retire. 
B)  how people change their identity as they move through various age cohorts. 
C)  how consumers switch between their chronological and perceived ages. 
D)  the process of becoming an adult. 
A)  the redefinition process people undergo when they retire. 
B)  how people change their identity as they move through various age cohorts. 
C)  how consumers switch between their chronological and perceived ages. 
D)  the process of becoming an adult.

Is the senior market easy or hard to segment, and why?

French Canadians make up approximately ________ of Canada's population.

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

In a ________, group members tend to be tightly knit and they infer meanings that go beyond the spoken word.

Xu Juan just moved to Canada from China. It is quite likely that she will:

How do high- and low-context cultures differ?

Why does age constitute a subculture?

Explain the concept called "age cohort." Briefly identify how marketers might use this concept to segment markets.

Jenny was born in 2001 and Henry in 1989. Respectively, they are members of which generations?

Because marketing is universal, companies that market products across subcultural groups have found that there is little advantage to hiring members of the subcultures to help prepare promotions.

What makes the university market appealing to companies?

Jett is part of the second-largest ethnic market in Canada. Approximately 80% of his neighbours are from the same group. What is the group and where is he likely to be living?

The much-heralded age segment known as the "baby boomers" refers to those persons born between:

Baby boomers blame baby busters for passing down the serious problems that they are now confronting: getting good jobs, for example.

The term "teenager" is a relatively new idea.

When marketers attempt to appeal to people across different age categories, they are using a ________ strategy.

Generation Y makes up what percentage of the Canadian population?

Scott was planning to put on a huge concert featuring a popular DJ at his university. Which of the following media types would be the most effective for advertising this concert?

How have marketers tended to regard baby boomers, and how is this changing?

The term "consumer identity renaissance" refers to:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 13: Subcultures

Is the senior market easy or hard to segment, and why?

French Canadians make up approximately ________ of Canada's population.

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

In a ________, group members tend to be tightly knit and they infer meanings that go beyond the spoken word.

Xu Juan just moved to Canada from China. It is quite likely that she will:

How do high- and low-context cultures differ?

Why does age constitute a subculture?

Explain the concept called "age cohort." Briefly identify how marketers might use this concept to segment markets.

Jenny was born in 2001 and Henry in 1989. Respectively, they are members of which generations?

Because marketing is universal, companies that market products across subcultural groups have found that there is little advantage to hiring members of the subcultures to help prepare promotions.

What makes the university market appealing to companies?

Jett is part of the second-largest ethnic market in Canada. Approximately 80% of his neighbours are from the same group. What is the group and where is he likely to be living?

The much-heralded age segment known as the "baby boomers" refers to those persons born between:

Baby boomers blame baby busters for passing down the serious problems that they are now confronting: getting good jobs, for example.

The term "teenager" is a relatively new idea.

When marketers attempt to appeal to people across different age categories, they are using a ________ strategy.

Generation Y makes up what percentage of the Canadian population?

Scott was planning to put on a huge concert featuring a popular DJ at his university. Which of the following media types would be the most effective for advertising this concert?

How have marketers tended to regard baby boomers, and how is this changing?

The term "consumer identity renaissance" refers to:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters