Nikki is 23 years old socially active in several

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26. Nikki is 23 years old, socially active in several community outreach programs, carefree, and image conscious. Which African American market segment identified by Market Segment Research best describes Nikki? A) Contented B) Upwardly Mobile C) Living for the Moment D) Living Day to Day E) Healthy Indulger Answer: C Page: 164 Difficulty: moderate 27. Which African American market segment identified by Market Segment Research has a low education and income level, is price conscious, and is pessimistic about the future? 113
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Chapter 5 Subcultures 28. LaShonda is an African American high school drop out that works at a minimum wage job. She is very price conscious and buys mostly Wal-Mart store brands of products. Sometimes things seem hopeless for her and her family, and she is very pessimistic about their future. To which segment of the African American market identified by Market Segment Research would LaShonda and her family belong? 29. What are the two distinct segments of African Americans identified by Yankelovich? 30. Research by Yankelovich finds wide differences among African Americans represented by two distinct segments labeled “market leaders” and “market followers.” Compared to “market followers,” “market leaders” _____. A) want to be on the cutting edge and to set trends B) have less of a need to be seen as “hip and cool” C) are considerably less likely to see brands as an indicator of their style and identity D) are more conservative E) are more price sensitive Answer: A Page: 164 Difficulty: moderate 114
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Chapter 5 Subcultures 31. Jimmy is an African American that wants to be on the cutting edge and to set trends. He has an income sufficient to allow him to buy the “latest and greatest,” and he has a strong need to be seen as “hip and cool” and uses brands to communicate his unique style and identity. He is not price sensitive and is brand loyal. In terms of Yankelovich's segments of African Americans, which one best describes Jimmy?
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  • Summer '14
  • The Bible, Native Americans in the United States, White American, Hispanic and Latino Americans, Difficulty

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