Exam 10: Microcultures

Miles,whose mother is a homemaker,was born into a traditional,middle-class family.Miles worked hard as a student and graduated from Harvard Law School.Today,he is considered as one among the elite of Manhattan.This description of Miles corresponds best with his _____ status.

The Millennials collectively are referred to as the "digital natives."

Which of the following is true about the microcultures around the world?

IMMIGRANT SCENARIO Anita, a second-generation-Asian immigrant, just started college. A self-assured girl, she displays none of the self-conscious traits one usually sees in her parents. Unlike Anita, her parents have had it tough with only enough money to make both ends meet. Till the time Anita was born, they could not afford to live in any of the respectable residential neighborhoods. Some of the neighborhood authorities make it mandatory for aspiring residents to submit details like age, ethnicity, sex, occupation, income, region, religion, and gender. Anita has always seen her parents juggle between two world-views whenever they had to make up their minds as they try to negotiate between a perceived sense of guilt for their native country and a perceived sense of loyalty for the host country. Despite their insistence that she joins an Asian community, Anita joined Delta, a sorority for geometry lovers. She has always been passionate about geometry and her membership to Delta, not only defines her on-campus personality, it makes her 'cool' in front of her other peers. -Refer to Immigrant Scenario.Anita has always seen her parents juggle between two world-views whenever they had to make up their minds,as they try to negotiate between a perceived sense of guilt for their native country and a perceived sense of loyalty for the host country.Which of the following terms best describes the negotiation that Anita's parents deal with?

Demographics refer to observable,statistical aspects of populations such as age,gender,or income.

The combination of working couples and lower birthrates has led to greater levels of consumer affluence.

World of Warcraft has a rather large number of dedicated players online.These gamers come from different ethnic,demographic,and geographic backgrounds,but they all share the same passion for the game.This microculture of gamers can be referred to as a(n)_____ microculture.

BABY BOOMERS SCENARIO The Baby Boomers represent a generational microculture that has lived the same defining moments in history such as post-war affluence and progress. A huge percentage of the Baby Boomers have reached retirement age, but according to a survey, most Americans between the ages of 50 and 55 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boomer generation. Some Baby Boomers want to get involved with social causes as a way to identify themselves as distinct from their predecessors. The fact that many of them are now pursuing encore careers would mean that they won't have much time to spare in caring for their grandchildren. Their children might be upset because they expect their parents to help with child care just as their grandparents did for their parents. Many of these Baby Boomers have lesser number of grandchildren than earlier generations as most of their children either decide to have no kids or adopt a one-child policy. This makes it possible for their children to maintain a lifestyle similar to their parents even though most of them are not as affluent or well-off as their parents. Many firms that provide services for taking care of the elderly are aware of the spending power of this specific population. The firms are conducting research on the Baby Boomers to assess their needs based on attributes such as age, income, gender, and religion. -Refer to Baby Boomers Scenario.Many of these Baby Boomers have lesser number of grandchildren than earlier generations,as most of their children either decide to have no kids or adopt a one-child policy.This makes it possible for their children to maintain a lifestyle similar to their parents even though most of them are not as well-off as their parents.Which of the following trends affecting consumer behavior is illustrated in this scenario?

Which of the following generational microcultures is also referred to as the "latchkey" kids?

A culturally defined group to which a consumer belongs based on resources like prestige,income,occupation,and education is known as a social _____.

Everyone thinks that Rachel is a lucky girl as she was born with a silver spoon in her mouth.She is the heir-apparent to one of the largest conglomerates in the world.This description of Rachel corresponds best with her _____ status.

Most young consumers who were born between 1995 and 2010 belong to _____.

Stana is a 24-year-old working woman.She is very technologically savvy and believes in staying connected with her friends online,at all times.She loves visiting coffee shops that provide WiFi accessibility.She does not own a car as she prefers to walk than drive.She owns a small apartment in an urban area.Stana belongs to the _____ group.

Generations provide a good basis for marketing segments because the consumer's age identifies their generation.

A group of people who have lived the same major experiences in their life with the experiences shaping their core values is referred to as a(n)_____.

Generation Z represents young consumers born between 1995 and 2010.

Teenagers around the world are more similar to each other than to people from other generations in the same culture.This is an example of a(n)_____ microculture.

The Millennial generation has been referred to as the first "always connected" generation.

Which of the following is a geodemographic tool that assists consumer behavior analysis?

Southerners are distinguished from others by their hospitality as well as their love for tradition.This is an example of difference based on _____ microcultures.