a boon for men’s grooming products, fueling the success of brands such as Unilever’s Axe, a fragrant all-over body spray, the Body Shop’s “For Men” line, and the U.K. drugstore chain Boots’ newly opened Men’s Zones. Page: 173 Level of difficulty: Medium 132. Culture is the fundamental determinant of a person’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. What values are the typical American young children exposed to? Suggested Answer: According to the text, a child growing up in the United States is exposed to the following values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness. Page: 174 Level of difficulty: Hard 133. Explain the concept of multicultural marketing. Suggested Answer: Multicultural marketing grew out of careful marketing research that revealed that different ethnic and demographic niches did not always respond favorably to mass-market advertising. Companies have capitalized on well thought out multicultural marketing strategies in recent years. For instance, many banks and life insurance companies are focusing on Hispanic Americans because although their income level is rising, the 40 205
Part 1: Defining Marketing and the Marketing Process million Hispanic Americans living in the United States have not yet become big consumers of financial services. Page: 174 Level of difficulty: Medium 134. An opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of several brands is best or how a particular product may be used. According to the text, how do marketers try to reach opinion leaders? Suggested Answer: Marketers try to reach opinion leaders by identifying demographic and psychographic characteristics associated with opinion leadership, identifying the media read by opinion leaders, and directing messages at opinion leaders. Page: 177 Level of difficulty: Medium 135. The family is the most important consumer-buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two family categorization in the buyer’s life. Name the two families and their impact on buying behavior Suggested Answer: The family of orientation consists of parents and siblings. From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love. Even if the buyer no longer interacts very much with his or her parents, their influence on behavior can be significant. In countries where parents live with grown children, their influence can be substantial. A more direct influence on everyday buying behavior is the family of procreation —namely, one’s spouse and children.
- Winter '15