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?
A. Broadcast Blacks
B. Black is Better
C. Boomer Blacks
D. Digital Networkers
E. Faith Fulfills
Answer: boomer blacks
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Multicultural Marketing
- 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?
- 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.
- The different religions in America prescribing differing values and behaviors are known as religious _____.
- Much of the American value system and the resultant political and social institutions are derived from the _____ beliefs of the early settlers.
- 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?
- Which of the following is NOT a country from which Arab Americans come?
- What percentage of Arab Americans are U.S. citizens?
- Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic subculture does Amal belong?
- Which of the following is the largest Native American tribe?
- Huata is a Native American from the largest tribe in the United States. Which tribe does she come from?
- 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?
- The U.S. Census reports Native Americans by _____.
- Which of the following is an important means of reaching virtually all of the native-language speakers of any nationality nationwide?
- There are several Asian American markets, based primarily on nationality and language. Each of these in turn can be further segmented on _____.
- The generation of Asian Americans that was born in the United States to immigrant parents is sometimes referred to as _____.
- 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?
- 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?
- 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?
- 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?
- 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?
- 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?
- 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 _____.
- 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.
- Which of the following represents the largest national background of Asian Americans?
- Which subculture is the most diverse group, with numerous nationalities, languages, and religions?