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In segmenting mature consumers, marketers should be guided primarily by their:


A) physiological age.
B) neurological age.
C) chronological age.
D) perceived age.

E) B) and D)
F) A) and B)

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What is a subculture? Give an example.

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Examples may vary.
A subculture is a gro...

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Zoomers are a group made up from what type of people?


A) tweens with attitude
B) fast-moving Generation Z members
C) 50-plus age group of active boomers
D) over 70s who like to travel

E) C) and D)
F) B) and D)

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Baby busters is another word for:


A) Generation X.
B) Generation Y.
C) baby boomers who had no children.
D) baby boomers who had 3 or more children.

E) B) and C)
F) B) and D)

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The ad from Salesgenie.com that depicted two animated pandas who spoke in heavy Chinese accents was pulled because its use of ________ was seen to be offensive.


A) vulnerable consumers
B) country-of-origin associations
C) racial profiling
D) ethnic stereotyping

E) B) and C)
F) A) and D)

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Describe the teen conflict identified by the Saatchi and Saatchi study as autonomy versus belonging.

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Teens need to acquire independ...

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Danielle recently turned thirteen and, after hearing many older people telling her not to wear makeup, she began to wear dramatic makeup every day. This reflects a(n) ________ theme of conflict.


A) autonomy
B) rebellion
C) pragmatism
D) narcissism

E) All of the above
F) A) and D)

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People between the ages of 18 and 34 experience very different life events but are similar in that all put a high value on:


A) personal relationships and nostalgia.
B) personal relationships, technology, and image.
C) personal relationships and traditional values.
D) personal relationships, media, and technology.

E) B) and C)
F) A) and D)

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Amy and her family communicate with many gestures and words, with gestures carrying more weight than words. This is indicative of a ________ culture.


A) low-context
B) hidden-meaning
C) subtle-contextual
D) high-context

E) B) and C)
F) C) and D)

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Digital natives expect brands to engage them in two-way digital conversations. This group is also known as:


A) millennials.
B) Generation X.
C) Generation Y.
D) Generation Z.

E) A) and B)
F) A) and C)

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D

This group has been said to be the overlooked generation.


A) Generation X
B) Generation Y
C) Generation Z
D) Tweens

E) All of the above
F) A) and D)

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Describe the baby boomer market and the impact it has had on marketing efforts.

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The baby boomer age cohort (Canadians bo...

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The term "grey market" usually refers to people that are:


A) between 40 and 45 years of age.
B) between 45 and 50 years of age.
C) between 50 and 66 years of age.
D) 65 years and older.

E) A) and B)
F) None of the above

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Three major forces have shaped the experiences of millennials that have in turn shaped their consumption. These are globalization, social media, and:


A) gaming.
B) education.
C) natural disasters.
D) the economy.

E) A) and B)
F) A) and C)

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________ percent of Canadians reported multiple ethnic origins in the 2016 census.


A) 45.9
B) 55.2
C) 23.7
D) 41.1

E) None of the above
F) A) and B)

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The best measure of ethnicity is:


A) upbringing.
B) country of origin.
C) religion.
D) language use.

E) B) and C)
F) None of the above

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D

Why should marketers be interested in baby boomers such as Mark, who is a recent retiree?

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Although youth always lures advertisers,...

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Simon's family has strong oral traditions, where words speak louder than gestures. This is indicative of a ________ culture.


A) low-context
B) hidden-meaning
C) high-context
D) verbally-directed

E) None of the above
F) A) and B)

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What is an age cohort and how might you describe it to a friend?

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An age subculture is based on an age coh...

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A(n) ________ is a self-perpetuating group of consumers who share common cultural or genetic ties that are recognized by both its members and others as a distinct category.


A) ethnic subculture
B) age subculture
C) regional subculture
D) racial subculture

E) B) and C)
F) A) and D)

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A

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