Hispanic and Latino Americans and Market Segment Research
Multiple Choice Questions
1. Key aspects of Proctor & Gamble's My Black is Beautiful campaign included ____.
A. a 12-page advertorial in Essence magazine
B. a My Black is Beautiful conversation tour in various U.S. locations
C. a web site that provides a forum for discussion and provides ongoing initiatives information
D. grants to community-based organizations related to health and education of black women
E. all of the above
2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____. A) market segment B) subculture C) ethnic group D) reference group E) subgroup
Answer: B Page: 158 Difficulty: moderate
3. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____. A) subsegments B) subgroups C) secondary markets D) subcultures E) reference groups
Answer: D Page: 158 Difficulty: moderate
4. The degree to which an individual behaves in a manner unique to a subculture depends on _____. A) the extent to which the individual identifies with that subculture B) how long the individual has been in this country C) the age of the individual D) the education of the individual E) the extent to which others in that subculture accept that individual
Answer: A Page: 158 Difficulty: moderate
5. Which of the following are bases for subcultures in the United States? A) ethnic groups B) religions C) geographic areas D) generations E) all of the above
Answer: E Page: 159 Difficulty: easy
6. Which of the following are the most commonly described subcultures? A) ethnic groups B) religions C) generations D) genders E) geographic areas
Answer: A Page: 159 Difficulty: moderate
7. Which of the following statements is FALSE regarding
1. Key aspects of Proctor & Gamble's My Black is Beautiful campaign included ____.
A. a 12-page advertorial in Essence magazine
B. a My Black is Beautiful conversation tour in various U.S. locations
C. a web site that provides a forum for discussion and provides ongoing initiatives information
D. grants to community-based organizations related to health and education of black women
E. all of the above
2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____. A) market segment B) subculture C) ethnic group D) reference group E) subgroup
Answer: B Page: 158 Difficulty: moderate
3. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____. A) subsegments B) subgroups C) secondary markets D) subcultures E) reference groups
Answer: D Page: 158 Difficulty: moderate
4. The degree to which an individual behaves in a manner unique to a subculture depends on _____. A) the extent to which the individual identifies with that subculture B) how long the individual has been in this country C) the age of the individual D) the education of the individual E) the extent to which others in that subculture accept that individual
Answer: A Page: 158 Difficulty: moderate
5. Which of the following are bases for subcultures in the United States? A) ethnic groups B) religions C) geographic areas D) generations E) all of the above
Answer: E Page: 159 Difficulty: easy
6. Which of the following are the most commonly described subcultures? A) ethnic groups B) religions C) generations D) genders E) geographic areas
Answer: A Page: 159 Difficulty: moderate
7. Which of the following statements is FALSE regarding