Marketing Final Exam

Their opinions and care about the environment a gen

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Unformatted text preview: . Gen Xers b. Members of the cohort generation c. Baby boomers d. Gen Yers e. Members of the baby bridging generation ANS: D Gen Yers tend to be inquisitive, opinionated, diverse, time managers, quick shoppers, multitaskers, and environmentally aware and to fulfill their wants. PTS: 1 REF: 43-44 KEY: CB&E Model Customer OBJ: 04-3 TOP: AACSB Diversity MSC: BLOOMS Comprehension 35. Consumers born between 1965 and 1978 form a group called: a. tweens b. yuppies c. cohort markets d. America’s mass market e. Generation X ANS: E This is the definition of Generation X. PTS: 1 REF: 44 KEY: CB&E Model Customer OBJ: 04-3 TOP: AACSB Diversity MSC: BLOOMS Knowledge 36. The group of people in the United States who were born between 1946 and 1964 are known as: a. Gen Xers b. gray markets c. synergistic cohorts d. the baby bust generation e. baby boomers ANS: E This is the definition of baby boomers. PTS: 1 REF: 44 KEY: CB&E Model Customer OBJ: 04-3 TOP: AACSB Diversity MSC: BLOOMS Knowledge 37. The majority of Hispanic Americans are of _____ descent. a. Mexican b. Puerto Rican c. Spanish d. South American e. Cuban ANS: A Nearly 60 percent of Hispanic Americans are of Mexican descent. The next largest group, Puerto Ricans, make up slightly less than 10 percent of Hispanics. All others each account for less than 5 percent of all Hispanics. PTS: 1 REF: 45 KEY: CB&E Model Customer OBJ: 04-4 TOP: AACSB Diversity MSC: BLOOMS Comprehension 38. Which ethnic group has the highest average family income? a. Hispanic Americans b. African Americans c. Asian Americans d. South Americans e. Cuban Americans ANS: C Asian Americans, who represent only 4.2 percent of the U.S. population, have the highest average family income of all groups. PTS: 1 REF: 46 KEY: CB&E Model Customer OBJ: 04-4 TOP: AACSB Diversity MSC: BLOOMS Comprehension 39. Diversity is emerging as a priority goal because: a. there is a population of recent immigrants who are closely related by custom and tradition b. of the growth of small and large ethnic groups that have little in common c. the United States is becoming a truly multicultural society. d. of new, effective mass-marketing techniques e. of the focus on one large dominating racial or ethnic group ANS: C Diversity is emerging as a priority goal for visionary leaders who embrace the incontestable fact that the United States is becoming a truly multicultural society. PTS: 1 REF: 45 OBJ: 04-4 TOP: AACSB Diversity KEY: CB&E Model Customer MSC: BLOOMS Analysis 40. Consider a small southern town where more than half the residents are African American and the rest are white. A successful marketing campaign for this community would include a. internet advertising b. Radio advertising c. billboards d. newspaper advertising e. none of these ANS: B African Americans spend an average 4 hours a day with radio, whereas other groups average 2.8 hours. PTS: 1 REF: 45 KEY: CB&E Model Customer OBJ: 04-4 TOP: AACSB Diversity MSC: BLOOMS App...
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This document was uploaded on 09/29/2013.

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