Question 1

Which of the following is a traditional American value?

Accepted Answer

A)  youth 
B)  competition 
C)  active 
D)  hard work 
E)  all of the above

Question 2

Current estimates vary, but common benchmarks put the size of the gay market at 10 to 15 percent of the adult U.S. population.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT a segment used to describe consumers with respect to their environmental activism?

Accepted Answer

A)  Respectful Stewards 
B)  New Green Mainstream 
C)  Proud Traditionalists 
D)  Skeptical Individuals 
E)  Green Naives

Question 4

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the BEST insight into these changes?

Accepted Answer

A)  advertising 
B)  movies 
C)  video games 
D)  government documents 
E)  A, B, and C

Question 5

Which of the following is NOT generally involved in green marketing?

Accepted Answer

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.

Question 6

The voluntary simplicity movement in America represents a shift in which value?

Accepted Answer

A)  active/passive 
B)  problem solving/fatalistic 
C)  masculine/feminine 
D)  material/nonmaterial 
E)  youth/age

Question 7

The Green Guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

Accepted Answer

A)  ozone friendly 
B)  biodegradable 
C)  recyclable 
D)  recycled content 
E)  all of the above

Question 8

A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.

Accepted Answer

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

Question 9

Marketers have responded to Americans' increasing concern for the environment with an approach called _____.

Accepted Answer

A)  green marketing 
B)  clean marketing 
C)  environmental marketing 
D)  activist marketing 
E)  cause-related marketing

Question 10

Which of the following is an example of cause-related marketing (CRM)?

Accepted Answer

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.

Question 11

Which is a product or service that often needs modification when targeting gay consumers?

Accepted Answer

A)  financial services 
B)  automobiles 
C)  furniture 
D)  interior decorating 
E)  all of the above

Question 12

Which of the following is a segment of female consumers?

Accepted Answer

A)  traditional housewife 
B)  trapped housewife 
C)  trapped working woman 
D)  career working woman 
E)  all of the above

Question 13

According to the authors, American culture increasingly values _____.

Accepted Answer

A)  diversity 
B)  uniformity 
C)  collectivity 
D)  fatalism 
E)  none of the above

Question 14

The value that Americans place on youth has _____.

Accepted Answer

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

Question 15

A woman who 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 _____.

Accepted Answer

A)  gender appropriate 
B)  gender consistent 
C)  traditional 
D)  modern 
E)  old-fashioned

Question 16

Consumers higher in individualism are more likely to complain, switch, or engage in negative word-of-mouth.

Accepted Answer

A) True 
 B)False

Question 17

The percentage of U.S. men who are the primary grocery shopper for their home is _____ percent.

Accepted Answer

A)  5 
B)  25 
C)  51 
D)  75 
E)  none of the above

Question 18

A shift back to an emphasis on postponed gratification in America would most likely _____.

Accepted Answer

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

Question 19

Those who work in such professions as architecture, science, engineering, health care, and business who generate new ideas and technologies for a living or engage in complex problem solving are referred to as _____.

Accepted Answer

A)  the creative class 
B)  social engineers 
C)  the developers 
D)  trend setters 
E)  true naturals

Question 20

Men are more involved than ever in the grocery shopping task because of _____.

Accepted Answer

A)  generational shifts (younger women are now more educated than men) 
B)  economics (the recent recession resulted in more men out of work) 
C)  masculine/feminine values (there is a shift to more balance) 
D)  A and B 
E)  all of the above

Exam 3: The Changing American Society: Values