Question 1

Consumers who are "in the know" about valued status symbols may switch gears and deliberately seek to mock the prizing of such status symbols by avoiding them, for example, by wearing torn blue jeans, a form of consumption called:

Accepted Answer

A)  ironic mimicry. 
B)  fraudulent flattery. 
C)  parody display. 
D)  counterfeit consumption.

Question 2

Trisha grew up in a drug-ridden inner-city neighbourhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of ________ was developed to assess the impact of such inconsistencies.

Accepted Answer

A)  status crystallization 
B)  hierogamy 
C)  a taste culture 
D)  inconsistent markers

Question 3

Margorie takes care of her aging mother and her grown son lives at home with her. How would you characterize her?

Accepted Answer

The answer of Margorie takes care of her aging mother...

Question 4

Which sector of the population is largely responsible for fuelling Japan's luxury-goods spending?

Accepted Answer

A)  single young males 
B)  single working women 
C)  young newlyweds 
D)  wealthy retirees

Question 5

How does social class relate to consumer behaviour in China?

Accepted Answer

The answer of How does social class relate to consumer...

Question 6

The money available to a household over and above that required for a comfortable standard of living is termed:

Accepted Answer

A)  diversion income. 
B)  discretionary income. 
C)  consumer income. 
D)  disposable income.

Question 7

What is consumer confidence and how does it affect spending behaviour?

Accepted Answer

The answer of What is consumer confidence and how does...

Question 8

Samuel would like to use occupational prestige to measure social class, but his study is international, and the prestige of occupations changes from one culture to the next.

Accepted Answer

A) True 
 B)False

Question 9

Katrina, a new recruit for Maple Leaf Foods, is promoted very quickly over longer-term employees, and is given a parking space with the company vice presidents. This is an example of:

Accepted Answer

A)  employee discrimination. 
B)  social stratification. 
C)  company favouritism. 
D)  rapid advancement.

Question 10

The concept of social class has been valuable in marketing because it tells researchers how money is spent. Unfortunately, however, social class has failed to tell marketers how much money will be spent within each class.

Accepted Answer

A) True 
 B)False

Question 11

Young, lower-class men and women who mix track suits with flashy brands and accessories from big names such as Burberry have become known as what in the UK?

Accepted Answer

A)  blingsters 
B)  ritchies 
C)  chavs 
D)  rads

Question 12

Because a person's occupation tends to be strongly linked to his or her use of leisure time, allocation of family resources, political orientation, and so on, this variable is often considered to be the single best indicator of social class.

Accepted Answer

A) True 
 B)False

Question 13

Strategic Business Insights, the research firm that developed VALS, divides consumers into three groups on the basis of their attitudes toward luxury. Those groups are:

Accepted Answer

A)  functional, reward, and indulgence. 
B)  tangible, experiential, and necessity. 
C)  fashion, entertainment, and travel. 
D)  functional, experiential, and whimsical.

Question 14

Veronica recently bought a new high-end BMW. One of the reasons she purchased it was because she knew other people in her neighbourhood would be jealous of her. For Veronica, the role of the BMW was:

Accepted Answer

A)  individual distinguishing. 
B)  integrated status. 
C)  invidious distinction. 
D)  inspired differentiation.

Question 15

Although members of a particular social group carry the same identity of membership, some members are better off, better liked or respected, and have more authority or power than others. The group exhibits:

Accepted Answer

A)  social inequity. 
B)  a status hierarchy. 
C)  a "big cheese" structure. 
D)  intraclass rivalry.

Question 16

In China, an economic decline is rapidly decreasing the size of the middle-class segment.

Accepted Answer

A) True 
 B)False

Question 17

The family life cycle concept is particularly useful to marketers because:

Accepted Answer

A)  it helps to re-affirm traditional family values. 
B)  the focus on long-term changes in family priorities helps to predict demand for specific product categories over time. 
C)  marketers too often overlook families in favour of younger individual consumers. 
D)  it recognizes the increasing number of women in the work force.

Question 18

The concept of the potlatch, the extravagant feast and display and often even the destruction of wealth or possessions (to show that one can afford to) characteristic of the Kwakiutl Indians of the Pacific Northwest, is analogous to the modern concept of:

Accepted Answer

A)  conspicuous consumption. 
B)  social class. 
C)  the idle rich. 
D)  reciprocal demand theory.

Question 19

Universally, people develop a ________ whereby they are ranked in terms of their relative standing in society.

Accepted Answer

A)  ranking order 
B)  placement order 
C)  social strata 
D)  pecking order

Exam 12: Income, Social Class, and Family Structure

Consumers who are "in the know" about valued status symbols may switch gears and deliberately seek to mock the prizing of such status symbols by avoiding them, for example, by wearing torn blue jeans, a form of consumption called:

Margorie takes care of her aging mother and her grown son lives at home with her. How would you characterize her?

Which sector of the population is largely responsible for fuelling Japan's luxury-goods spending?

How does social class relate to consumer behaviour in China?

The money available to a household over and above that required for a comfortable standard of living is termed:

What is consumer confidence and how does it affect spending behaviour?

Samuel would like to use occupational prestige to measure social class, but his study is international, and the prestige of occupations changes from one culture to the next.

Katrina, a new recruit for Maple Leaf Foods, is promoted very quickly over longer-term employees, and is given a parking space with the company vice presidents. This is an example of:

The concept of social class has been valuable in marketing because it tells researchers how money is spent. Unfortunately, however, social class has failed to tell marketers how much money will be spent within each class.

Young, lower-class men and women who mix track suits with flashy brands and accessories from big names such as Burberry have become known as what in the UK?

Because a person's occupation tends to be strongly linked to his or her use of leisure time, allocation of family resources, political orientation, and so on, this variable is often considered to be the single best indicator of social class.

Strategic Business Insights, the research firm that developed VALS, divides consumers into three groups on the basis of their attitudes toward luxury. Those groups are:

Veronica recently bought a new high-end BMW. One of the reasons she purchased it was because she knew other people in her neighbourhood would be jealous of her. For Veronica, the role of the BMW was:

Although members of a particular social group carry the same identity of membership, some members are better off, better liked or respected, and have more authority or power than others. The group exhibits:

In China, an economic decline is rapidly decreasing the size of the middle-class segment.

The family life cycle concept is particularly useful to marketers because:

The concept of the potlatch, the extravagant feast and display and often even the destruction of wealth or possessions (to show that one can afford to) characteristic of the Kwakiutl Indians of the Pacific Northwest, is analogous to the modern concept of:

Universally, people develop a ________ whereby they are ranked in terms of their relative standing in society.