Quiz #1: Chapter 5 (Part 2)

Question 1

Ethnic subculture

Answer 1

based on common racial, language, or nationality background

Question 2

Hispanic values include

Answer 2

social-oriented, strong interest in appearance, fascinated by technology, family/children, region/tradition

Question 3

Hispanic consumer behavior

Answer 3

well-established brands, smaller stores, some shifting to non-ethnic

Question 4

African American values

Answer 4

family, religion, racial awareness and ethnic pride

Question 5

African-American consumer behavior

Answer 5

social occasion, fashion and brand conscious, urban youth wear gold jewelry, prefer african-american celebrities

Question 6

Asian American Values

Answer 6

Confucianism, value on traditional/extended families, education/collective effort/advancement highly valued, majority of Asian Americans speak native languages at home

Question 7

Asian consumer behavior

Answer 7

gift giving, saving for bad weather, big investment in education, prefer ethnic language/ethnic symbols in ads, prefer “we” to “I”

Question 8

Asian Americans: more than translating advertisements into the appropriate languages–

Answer 8

Cultural symbols and meanings relevant to each nationality segment

Question 9

Acculturation

Answer 9

identification with the dominant culture

Question 10

Ethnic identification

Answer 10

identification with a subculture

Question 11

Ethnic Subculture + Marketing: Mistakes

Answer 11

Inadvertently ignoring minority ethnic consumers, ignorance of ethnic values, offending a minority, ineffective communications

Question 12

Ethnic Subculture + Marketing: Opportunities

Answer 12

ethnic products/services, ethnic models in communication, ethnic media, ethnic culture check, ethnic community bonding