_____ involves creating or sponsoring an event that has a particular appeal to a market segment.

Event marketing
_____ subcultures are defined as those whose members' unique shared behaviors are based on a common racial, language, or
national background. Ethnic
A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____.
subculture
A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. TRUE
According to the Census Bureau, a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture
or origin regardless of race is defined as a(n) _____. Hispanic
According to the Pew Hispanic Center, which generation of Hispanic adults was born in the United States to immigrant parents,
is more likely than the previous generation to identify themselves as Americans, is equally split between bilinguals and English as
their primary language, and is somewhat less likely to ascribe to traditional values? second-generation adults
According to the Pew Hispanic Center, which generation of Hispanic adults is born in the United States to U.S. born parents, has
the highest education and income levels, is most likely to identify themselves as Americans, is most likely to have English as the
primary language, and is somewhat less likely to ascribe to traditional values? third-generation adults
Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong? Arab American
America is basically a _____. That is, the educational system, government, and political process are not controlled by a religious
group, and most people's daily behaviors are not guided by strict religious guidelines. secular society
America is basically a secular society. TRUE
Asian Americans are predicted to be the fastest-growing ethnic subculture in the United States between 2010 and 2030. FALSE
Asian Americans are the highest educated and highest income group with substantial purchasing power. TRUE
Bicultural Hispanic teens tend to ____. acculturate by adding another culture, not by replacing their first culture
Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their efforts to reach the Hispanic teen market.
Which of the following would have the greatest impact on this market by helping Hispanic bicultural teens differentiate from the
U.S. mainstream? Stress an urban and Spanglish twist on their brands.
By 2030, what percentage of the U.S. population will be made up of non-European ethnic groups? 47 percent
Carlos was born in the United States to immigrant parents. He has a higher income and education than his father, is more likely to
identify himself as an American, speaks Spanish and English fluently, and is less likely to ascribe to traditional values than his
parents. According to the Pew Hispanic Center, to which generation of Hispanic adults does Carlos belong? second-generation
adults
Chrysler sponsored Patti LaBelle's "The Gospel According to Patti" concert tour in 2006 in which Chrysler offered test drives
before each concert and donated $5 for each test drive to Ms. LaBelle's chosen charity. This marketer is using _____ to reach this
market. event marketing
Compared to the white population, Asian Americans tend to _____. B and C
Ethnic groups are the most commonly described subcultures. TRUE
Frank Chen is a Chinese immigrant in his mid-50s and has a master's degree in engineering from MIT. He is a conservative
professional with no need or desire for native-language programming. He is willing to pay premium prices for high-quality
products. Which segment of the Asian American market identified by Market Segment Research best describes him? Established
Geographic concentration of the Asian American market enhances marketing efficiency. TRUE
Henry was born in the United States, but his parents were born in China. He was brought up to be subordinate to his father and
his elders, and when he marries, he will expect his wife to be subordinate to him. Henry is influenced by _____. Confucianism
Hispanics mostly speak English and prefer English-language media. FALSE

Huata is a Native American from the largest tribe in the United States. Which tribe does she come from? Cherokee
In terms of the Asian American market, which segment identified by Market Segment Research is older, often retired, has strong
identification with their original culture, tends to use their native language as their primary language, and is not concerned about
status? Traditionalists
India is a homogeneous country. FALSE
Jeffrey is a 35-year-old African American who is positive about the future. He describes himself as Black, but feels Black slang
should be avoided. To which segment of the African American market identified by Yankelovich would Jeffrey belong? New
Middle Class
Jimmy is a 55-year-old African American who lives in the suburbs with his family. He is not in good health, and he has not been
able to buy health insurance with his limited income. In terms of Yankelovich's segments of African Americans, which one best
describes Jimmy? Sick and Stressed
John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks primarily
Japanese, and is not concerned about status. Which segment of the Asian American market identified by Market Segment
Research best describes John? Traditionalists
Jose was born in Mexico and came to the United States in 1975. He still speaks primarily Spanish, has not graduated from high
school, and works as a day laborer in the agricultural industry in California. He and his family still possess traditional values,
which include him making all the decisions for his family's welfare. The Pew Hispanic Center would identify Jose as which
generation of Hispanic adults? first-generation adults
Juan came from Cuba in the late 1990s and is currently living in Miami, FL. According to the Census Bureau, Juan would be
classified as a(n) _____. Hispanic
LaShonda is an African American high school student who lives with her single mother. She is tech savvy, watches BET, and
buys brands that are popular with her culture. To which segment of the African American market identified by Yankelovich would
LaShonda belong? Connected Black Teens
Li Ming is an Asian American of Chinese dissent and is young; has a moderate identification with her native culture; is bilingual;
and is spontaneous, materialistic, and an impulsive shopper. She is concerned with status and quality. Which segment of the Asian
American market identified by Market Segment Research best describes her? Living for the Moment
Malcolm is studying subcultures in the United States. He is trying to identify the subculture that has the highest education levels
and median household incomes. Which ethnic group meets these criteria? Asian Americans
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 _____. subcultures
Maria's grandparents immigrated from Mexico, but her parents were both born in the United States. She has an MBA and earns
the highest income in her family; she identifies herself as an American, speaks English as her primary language, and does not
ascribe to the traditional values of her grandparents. In terms of the Pew Hispanic Center's generations of Hispanic adults, to
which generation does Maria belong? third-generation adults
Market Segment Research found three groups of Asian Americans on the basis of their demographics and attitudes that cut across
nationality groups. Which of the following is one of the segments identified? Traditionalists
Marketing to African Americans should be based on the same principles as marketing to any other group. TRUE
Mexican Americans tend to live in which region of the United States? Southwest and California
More than 80 percent of Arab Americans are U.S. citizens. TRUE
Most Asian Americans come from home cultures influenced by _____, which emphasizes subordination of the son to the father,
the younger to the elder, and the wife to the husband. Confucianism
Much of the American value system and the resultant political and social institutions are derived from the _____ beliefs of the
early settlers. Christian

Muslims in America are culturally diverse, including Arab Americans, African Americans, Asian Americans, and Hispanics.
TRUE
Nick is 23 years old and trying to balance school and work so that he can afford to buy the latest iPhone to keep in touch with his
friends. Which African American market segment identified by Yankelovich best describes Nick? Black Onliners
Robert is a successful 51-year-old, lives in the suburbs, and enjoys reading Jet and Ebony magazines. He drives out of his way to
shop exclusively at black-owned businesses. To which segment of the African American market identified by Yankelovich would
Robert belong? Boomer Blacks
Shondra is an African American who can't afford to go out after work, so she spends a lot of her free time watching television and
visiting her friends. She doesn't use brands to indicate to others her style and identity and tends to be more price sensitive than
others. In terms of Yankelovich's segments of African Americans, which one best describes Shondra? Family Struggles
Sponsorship of ethnic events is _____. all of the above
The Census Bureau defines Hispanic as a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish
culture or origin regardless of race. TRUE
The Choctaw are the largest Native American tribe. FALSE
The degree to which an immigrant has adapted to his or her new culture is known as _____ acculturation
The degree to which an individual behaves in a manner unique to a subculture depends on _____. the extent to which the
individual identifies with that subculture
The different religions in America prescribing differing values and behaviors are known as religious _____. Subcultures
The generation of Asian Americans that was born in the United States to immigrant parents is sometimes referred to as _____.
Generation 2.0
The relatively faster growth rate of non-European groups in the United States is due to their _____. A and B
The relatively faster growth rate of non-European groups is due to a higher birthrate among some of these groups and to greater
immigration. TRUE
The U.S. Census Bureau's overall projections of ethnic subculture size understate the importance of ethnic groups to specific
_____. geographic regions
The U.S. Census has projected for the African American population to reach 20 percent of the overall population in the United
States by 2030. FALSE
The U.S. Census reports Native Americans by _____. A, B, and C
There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further
segmented on _____. all of the above
Theresa is a 40-year-old single parent living in the city. She is confident and positive and enjoys wearing the latest fashions.
Which segment of the African American market identified by Yankelovich best describes Theresa? Black is Better
Toys-R-Us is examining subcultures in the United States and wants to identify the ethnic subculture that has the greatest
percentage of children under the age of 18. Which ethnic group meets this criterion? Hispanic
What is the major difference between white and black shoppers' store selection criteria?respect
What percentage of Arab Americans are U.S. citizens? more than 80 percent
Which African American market segment identified by Yankelovich is teens living at home, with more than half raised by a
single parent, is tech savvy, and is brand conscious, especially those brands popular with their culture? Connected Black Teens
Which African American market segment identified by Yankelovich is older, is upper middle class, is heavily online, prefers
Black advertising, and strongly supports "Buying Black." Boomer Blacks

Which generation of Hispanic adults was born outside the United States, has the lowest income and education, is most likely to
identify themselves as Hispanic, is most likely to have Spanish as their primary language, and is most likely to possess traditional
values including a masculine view of the family decision hierarchy? first-generation adults
Which of the following are bases for subcultures in the United States? all of the above
Which of the following are the most commonly described subcultures? ethnic groups
Which of the following ethnic groups is predicted to have the youngest median age in the United States in the year 2015?
Hispanics
Which of the following groups is characterized by a strong belief in the literal truth of the Bible, a very strong commitment to
their religious beliefs, having had a "born-again" experience, and encouraging others to believe in Jesus Christ? Born-again
Christians
Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality
nationwide? direct broadcast satellite (DBS)
Which of the following is NOT a country from which Arab Americans come? Israel
Which of the following is NOT a segment of the African American market identified by Yankelovich? Black is Beautiful
Which of the following is NOT a way that retailers have responded to the needs of the Hispanic market? lowering prices on
nationally branded products
Which of the following is predicted to be the fastest-growing ethnic group in the United States between 2010 and 2030?
Hispanics
Which of the following is the largest ethnic subculture in the United States? Hispanic
Which of the following is the largest Native American tribe? Cherokee
Which of the following magazines is NOT in the Black Men's Top 5? Maxim
Which of the following represents the largest national background of Asian Americans? Chinese
Which of the following statements is FALSE regarding marketing to Hispanics? Hispanics tend to be more receptive than the
general market to store brands.
Which of the following statements is FALSE regarding subcultures in the United States? Religious groups are the most
commonly described subcultures.
Which of the following statements is TRUE regarding African American Internet usage? All of the above are true.
Which of the following statements is TRUE regarding ethnic subcultures? All subcultures are very diverse, and general
descriptions do not apply to all of the members.
Which of the following statements is TRUE regarding marketing to Asian Americans? Geographic concentration is aiding
marketing efficiency.
Which of the following was the source of the most immigrants into the United States in 2009? Latin America
Which religion heavily influences the Hispanic culture? Roman Catholicism
Which segment of Asian Americans identified by Market Segment Research is younger; has moderate identification with their
native culture; tends to be bilingual; and includes spontaneous, materialistic, and impulsive shoppers who are concerned with
status and quality? Living for the Moment
Which segment of the African American market identified by Yankelovich is younger, has the highest education and income, and
is positive about the future? New Middle Class
Which segment of the African American market identified by Yankelovich is middle age, is upper-middle income, is familyoriented, and prefers to be around people of their own ethnicity? Black is Better

Which segment of the African American market identified by Yankelovich is younger, male, brand conscious, stressed out about
school and work, and the heaviest users of such technology as blogs and IM? Black Onliners
Which subculture is the most diverse group, with numerous nationalities, languages, and religions? Asian Americans
Which subculture of Hispanics tends to have incomes well above the others? A and D
Which type of subculture arises as a result of climatic conditions, the natural environment and resources, the characteristics of the
various immigrant groups that have settled there, and significant social and political events? regional
While Asian-Indian Americans are diverse in many ways, they do share a number of important cultural traits. Which of the
following is NOT one of these shared traits? Husbands and wives tend to share an equal role in family decisions.
While marketers must be sensitive to nationality-based differences, some variables create sufficient cultural homogeneity for
most products and advertising campaigns targeted to the Hispanic market. Which of the following is one of those variables? all of
the above