chapter 14 age subculture

7/27/2019 Chapter 14 Age Subculture

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CHAPTER 15

AGE SUBCULTURES

Multiple Choice

1. A(n) ______________ consists of people of similar ages who have undergone similar experiences. a. age sect b. age file c. age cohort d. age conjoint

Answer: (c !i""icult#: (E $%ct P%&e: '

2. One of the basic was to separate age cohorts is to focus on the fact that! a. the discriminate against those outside their cohort. b. the share man common memories about cultural heroes or events. c. the share common views about sex and morals. d. the do not share man values.

Answer: () !i""icult#: (M $%ct P%&e: '

". #hannon $eeves and %ish &hillips remember their das of student protest in the 1's. #hannon remembers seeing *imi +endrix at ,oodstoc- and %ish remembers burning her bra in front of the central administration building at ale. %hese memories about

cultural heroes and events are one of the chief characteristics of a(n)! a. age sect. b. age file. c. age cohort. d. age cli/ue.

Answer: (c !i""icult#: (E Applic%tion P%&e: '

0. ecause consumers with an age group confront crucial life changes at roughl thesame time the values and smbolism used to appeal to them can evo-e powerful

feelings of nostalgia. &eople in which of the following age ranges are particularl

susceptible to the phenomenon of nostalgia3 a. %eenagers. b. 4arl twentsomethings. c. &re5%eens. d. Adults over thirt.

Answer: (* !i""icult#: (E $%ct %n* Applic%tion P%&e: 5++

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6. 7%he don8t ma-e them li-e the used to9 7&roducts are getting shoddier andshoddier9 and 7,e are experiencing a decline in the /ualit of life9 are all examplesof /uestions that could be as-ed on a(n) __________ scale.

a. age scale b. cultural scale

c. lifestle scale d. nostalgia scale

Answer: (* !i""icult#: (M $%ct %n* Applic%tion P%&e: 5++, T%)le 15-1

. ,hen did the term 7teenager9 first enter the general American vocabular3 a. 1'06 b. 1'6 c. 1'0 d. 1':

Answer: () !i""icult#: (M $%ct P%&e: 5++

:. A _____________ is an event based on a shared age cohort.a. cult

b. cli/ue c. reunion d. concert

Answer: (c !i""icult#: (E $%ct P%&e: 5++, M%r.etin& /pportunit#

;. 4ric ichelob.9 ?n a later version of the commercial singer #teve ,inwood sings the

same tune but with different words. %he ma-ers of the beer are tring to use which of the following techni/ues to draw consumers to their product3 a. %estimonials. b. =ostalgia. c. @ove of music. d. #pecial effects.

Answer: () !i""icult#: (E Applic%tion P%&e: 5++05+1

'. ,hich of the following musical groups or personalities was instrumental in coining the term 7teenager39 a. ran-ie @mon and the %eenagers. b. 4lvis &resle. c. &at oone. d. Bic-


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1. ___________ -ids are those born between 1':: and 1''0. a. Ceneration D b. Ceneration c. ab oomers d. ab usters

Answer: () !i""icult#: (M $%ct P%&e: 5++

11. %he population total for teens has varied over the ears in the Enited #tates. %hispopulation reached a pea- in __________ when the number rose to 2'.;6 million.

a. 1'" b. 1': c. 1': d. 1''1

Answer: (c !i""icult#: (M $%ct P%&e: 5+1, $i&ure 15-

12. ,here do teens appear to get their cues for the 7right9 wa to loo- and behave3 a. %eachers. b. &eers and advertising. c. %he ?nternet. d. &arents.

Answer: () !i""icult#: (E $%ct P%&e: 5+1

1". ,hich of the following themes appears to wor- best in attracting the teen mar-et to products3 a. acts and information. b. #mbolism. c. Action5orientations that shows a group of 7in9 teens using the product. d.


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b. everone is doing it. c. its anonmit ma-es it easier to tal- to people of the opposite sex. d. it is a wa to escape the influence of parents.

Answer: (c !i""icult#: (H $%ct %n* Applic%tion P%&e: 5+, 2et Pro"it

1. According to research all of the following are among the most important social issues facing teens 4D


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Answer: (* !i""icult#: (H Applic%tion P%&e: 5+

2. A store that sells >ariln >anson %5shirts nipple rings purple hair de and cigarette rolling papers to teens would be basing its retail appeal on which of the conflicts that

face teens3 a. Autonom versus belonging. b. $ebellion versus conformit. c. ?dealism versus pragmatism. d. =arcissism versus intimac.

Answer: () !i""icult#: (M Applic%tion P%&e: 5+

21. %eens tend to view adults as hpocrites whereas the see themselves as beingsincere. %his view would be shared b teens as the go through which

of the following general conflict categories3

a. Autonom versus belonging. b. $ebellion versus conformit. c. ?dealism versus pragmatism. d. =arcissism versus intimac.

Answer: (c !i""icult#: (H $%ct %n* Applic%tion P%&e: 5+

22. %eens are big mar-ets around the world. ,hich of the following countries has a hugeteen mar-et with ": percent of its population being classed as teens3

a.


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Answer: (c !i""icult#: (M $%ct P%&e: 5+3

26. ,hich of the following would not be among the rules that a mar-eter should followwhen it comes to mar-eting to oung consumers3

a. Bon8t tal- down. b. attel is producing a line of dolls called 7> #cene9 dolls. ?n addition the companis producing a more approachable and multi5cultural arbie aimed at older girls.According to the text >attel has noticed which of the following outh trends and ismar-eting toward this trend3

a. reedom. b. outh tribes. c. #exual conservatism. d. $ejection of adult values.

Answer: () !i""icult#: (M $%ct %n* Applic%tion P%&e: 5+4

2:. An advertising research firm named @oo-5@oo- sends teenage girls out into themar-etplace to observe and tal- to other teens. %hese outhful researchers go tomalls hangouts and 7the streets9 to find their prospective interviewees. %he ultimateobjective is to find out what these teens want and don8t want in the mar-etplace.,hich of the following terms identifies a term that has been used to identif theseouthful researchers3a.


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________________ or 7slac-ers9 or 7bab busters.9 a. ,ar abies b. %he @ost Ceneration c. Ceneration D d. ab oomlets

Answer: (c !i""icult#: (M $%ct P%&e: 5+

". %he tpical stereotpe of Ceneration D is that of a cohort that expresses feelings of! a. superiorit. b. alienation. c. greed. d. sexism.

Answer: () !i""icult#: (M $%ct P%&e: 5+051+

"1. ,hich of the following generations (cohorts) is responsible for an estimated :percent of new startup businesses in the Enited #tates3 a. ab oomers. b. Ceneration D. c. Ceneration . d. Ceneration B.

Answer: () !i""icult#: (M $%ct P%&e: 51+

"2. ,hich of the following generations (cohorts) is characteriHed as having high savings rates (seven out of 1 save some of their income) viewing the home as an expression of individualit rather than material success and 6 percent are involved in some form of home improvement andKor repair projects3 %his 7angr9 generation doesn8t seem so 7angr9 after all. a. ab oomers. b. Ceneration D. c. Ceneration . d. Ceneration B.

Answer: () !i""icult#: (M $%ct %n* Applic%tion P%&e: 51+

"". Cinger Adams wor-s for a large ad agenc. %he are currentl devising an adcampaign that will be directed to the %wentsomethings that are in Ceneration D.

%he campaign will need to focus on the primar values of the generation. ,hich of the following slogans would be most in tune with the values and attitudes of

this cohort3 a. 7Creed is good. usiness is Cood.9 b. 7All for one. One for all.9 c. 7Bon8t Bis >eL Bon8t be boring and corporateL9 d. 7%he earth is our friend. e -ind to the 4arth.9

1:


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Answer: (c !i""icult#: (H Applic%tion P%&e: 51+

"0. __________________ came as a result of C?s returning from ,orld ,ar ??. %hisgroup is the source of man fundamental cultural and economic changes.

a. ab oomlets b. ab usters c. ,ar abies d. ab oomers

Answer: (* !i""icult#: (M $%ct P%&e: 51+

"6. ?f ou were a person born between 1'0 and 1'6 ou would be called a! a. ab oomlet b. ab uster c. ,ar ab

d. ab oomer

Answer: (* !i""icult#: (M $%ct P%&e: 51+

". >iddle5aged consumers have had a huge impact on our econom.


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does not trust anone under .

Answer: () !i""icult#: (H Applic%tion P%&e: 51

"'. ,hich of the following age groups is fueling a leisure travel boom3

a. ab boomlets. b. Ceneration D. c. Ceneration . d. #eniors.

Answer: (* !i""icult#: (M $%ct %n* Applic%tion P%&e: 513, M%r.etin&

/pportunit#

0. All of the following have been identified as excellent mar-eting product possibilities for the gra mar-et 4D


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Answer: (c !i""icult#: (E $%ct %n* Applic%tion P%&e: 513

00. $esearchers have shown that with respect to mar-eting it is better to calculateresearch and monitor the senior citiHen8s ___________________ for best results

in planning strategies and campaigns. a. chronological age b. genealogical age c. mental age d. perceived age

Answer: (* !i""icult#: (E $%ct P%&e: 51'

06. %he elderl mar-et is well suited for segmentation. %he primar reason for this is! a. the are affluent. b. the are eas to identif b age and stage in the famil life ccle.

c. the watch a great amount of television. d. the will answer almost an /uestion posed to them.

Answer: () !i""icult#: (M $%ct P%&e: 51'

0. One method to segment elderl consumers is called ____________. %his method divides the mature mar-et into groups based on phsical well5being and social conditions such as becoming a grandparent or losing a spouse. a. geodemographic b. geriatric segmentation c. gerontographics d. demographics

Answer: (c !i""icult#: (H $%ct P%&e: 515

0:. ?f a researcher were to usegerontographics to segment an elderl mar-et the two primar variables that would be used would be phsical well being and! a. social conditions (such as becoming a grandparent). b. amount of savings. c. place of residence. d. status of retirement.

Answer: (% !i""icult#: (M $%ct P%&e: 515

0;. Esinggerontographicsto segment the elderl mar-et researchers have identified several important submar-ets or groups within the elderl mar-et segment. %he

largest group is the ___________________. %his group reacts to life events li-e the death of a spouse b becoming withdrawn. %he resent that the are expected to

behave li-e old people. a. +ealth ?ndulgers.

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b. +ealth +ermits. c. Ailing Outgoers. d. rail $ecluses.

Answer: () !i""icult#: (M $%ct %n* Applic%tion P%&e: 516, T%)le 15-

0'. Esinggerontographicsto segment the elderl mar-et researchers have identified several important submar-ets or groups within the elderl mar-et segment. %he

group that seems to behave li-e ounger consumers and loo-s for independent livingis the ____________ group.

a. +ealth ?ndulgers. b. +ealth +ermits. c. Ailing Outgoers. d. rail $ecluses.

Answer: (% !i""icult#: (M $%ct %n* Applic%tion P%&e: 516, T%)le 15-

6. All of the following are suggestions for effective advertising to the elderl 4D


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Answer: ($%lse !i""icult#: (M Applic%tion P%&e: 5++, T%)le 15-1

66. $eunions are popular in the Enited #tates. %he most fre/uentl attended reunion is the college fraternit reunion.

Answer: ($%lse !i""icult#: (E $%ct P%&e: 5++, M%r.etin& /pportunit#

6. %he label 7teenager9 first appeared in the general American vocabular in 1'6 withthe pop group ran-ie @mon and the %eenagers.

Answer: (True !i""icult#: (M $%ct P%&e: 5++

6:. %hree of the primar changes that are undergone during the teenage ears are 7a lot of uncertaint about the self9 7the need to belong9 and 7the need to find one8s uni/ue

identit as a person.9

Answer: (True !i""icult#: (E $%ct P%&e: 5+1

6;. %eens use products to express their identities and their rebellion.

Answer: (True !i""icult#: (E $%ct P%&e: 5+105+

6'. or %eens buing such products as nipple rings and purple hair de expresses therebellion versus conformitychange theme discussed in the text.

Answer: (True !i""icult#: (E Applic%tion P%&e: 5+

. *ac-ie snea-s out of sight of her mom at a local shopping mall so she can go toCadHoo-s and bu a >ariln >anson %5shirt. #he -nows her >om would frea- but

she plans to -eep it hidden over at #amantha8s house. *ac-ie is expressing thenarcissism versus intimacychange theme discussed in the text when she bus this

%5shirt.

Answer: ($%lse !i""icult#: (H Applic%tion P%&e: 5+

1. $odne loo-s at his Bad as a complete hpocrite. +is Bad will not let him drin- beer while consuming two six5pac-s a wee- himself. $odne8s view of his Bad is

consistent with the idealism versus pragmatismchange theme discussed in the text.

Answer: (True !i""icult#: (M Applic%tion P%&e: 5+

2. %eenagers spend most of their mone toward 7feel5good9 products such as cosmetics and posters.


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". ?f ou are aged ; to 10 ears old a correct mar-eting label for our age cohort is atween.


0. Ceneration D got its name from the movieMalcolm X.

Answer: ($%lse !i""icult#: (M $%ct P%&e: 5+

6. %he cohort of consumers born between 1' and 1': has been labeledCeneration D.

Answer: (True !i""icult#: (E $%ct P%&e: 5+

. Ceneration D has also been called 7bab busters.9


:. ?f ou were born between 1'051'6 ou would be called a ,ar ab since threewars occurred during that period of time.

Answer: ($%lse !i""icult#: (M $%ct P%&e: 51+

;. A good description of the bab boomer generation would be to call them alienatedand pessimistic about the future.

Answer: ($%lse !i""icult#: (M $%ct %n* Applic%tion P%&e: 51+

'. %eenagers from the ab oomers were often referred to as the 7,oodstoc-Ceneration.9


:. A bab boomlet occurs because a generation does not use birth control practices regularl. ?t is common in countries with large undereducated populations.

Answer: ($%lse !i""icult#: (M $%ct %n* Applic%tion P%&e: 511

:1. %he gra mar-et is still consistent with the stereotpe of that mar-et group (i.e. lonel old people sitting in front of their televisions everda without much hope or

encouragement in their lives).

Answer: ($%lse !i""icult#: (E $%ct %n* Applic%tion P%&e: 510513

:2. Autonom is still a -e value of the gra mar-et.

2"


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Answer: (True !i""icult#: (E $%ct P%&e: 513

:". >artha #heppard is approaching :. #he wants to give something bac- to her communit. #he wor-s hard at her church as a pastoral care volunteer at her

local hospital as a greeter and for a local A?B# prevention and treatment center as a nurses8 aide and volunteer. #he believes that she can ma-e a difference. *udge thefollowing statement with respect to the above facts! >artha is an example of a senior

citiHen who is emphasiHing altruismas a -e value.

Answer: (True !i""icult#: (M Applic%tion P%&e: 513

:0. Gerontographicsdivides the mature mar-et into groups based onphsical well being and social conditions (such as becoming a grandparent).

Answer: (True !i""icult#: (M $%ct P%&e: 515

:6. One illustration of successfull segmenting and selling to seniors was +einH8sintroduction of its adapted bab food product line called 7#enior oods.9 %his food

line had small portions and eas chewing consistenc.

Answer: ($%lse !i""icult#: (M $%ct %n* Applic%tion P%&e: 514, M%r.etin&

Pit"%ll

Ess%# 8uestions

:. 4xplain the concept called age cohort. riefl identif how mar-eters might use thisconcept to segment mar-ets.

Answer:

An age cohortconsists of people of similar ages who have undergone similarexperiences.

%he share man common memories about cultural heroes and important historicalevents. Although there is no universall accepted wa to divide up people into agecohorts each of us seems to have a prett good idea of what we mean when we refer to7m generation.9

>ar-eters often target products and services to one or more specific age cohorts. %hecohorts spend differing amounts on products. %here is plent of potential attached to allage groups. >ar-eters recogniHe that the same offering will not appeal to people ofdifferent ages nor will the language and images used to reach them. ?n some casesseparate campaigns are developed to attract consumers of different ages.

!i""icult#: (M $%ct %n* Applic%tion P%&e: '05++

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::. Esing the description of the various age cohorts presented b the chapter as a guidepic- one age cohort describe it and indicate what significant events occurred during thecohort8s general time period that characteriHes the cohort for all time.

Answer:#tudents should refer to the age cohorts presented in the chapter. An of the cohorts canbe selected for discussion. ased on instructions given in the /uestion the student shoulddescribe the cohort demographicall and then present a representation of events thatcharacteriHe the generation for all time. %he chapter presents ample illustrations to meetthese guidelines.

!i""icult#: (M $%ct %n* Applic%tion P%&e: 5++051

:;. Biscuss the attractiveness of teens as a mar-et.

Answer:#iHe of mar-et 5 %he teenage subculture is often defined as between the ages of 1"51'.%hat age brac-et is growing at twice the rate of the overall populationand will show a substantial pea- b the ear 26. %eens earn an average

of " a ear (and no bills to pa). %his ma-es them prime movers inman

product categories and influencers of household purchases for others.rand loalt 5 rand loalt often is developed during this age period. %eens are

therefore an important target for mar-eters who view them as Pconsumersin trainingP hoping the will continue to bu their brands for ears to come.

@oc-ing in loalt serves as a barrier to entr for other brands not chosenduring these pivotal ears.

&urchases 5 >ar-eters of expressive products movies clothing cosmetics etc. avidlcourt the teen mar-et. %eensQ concern with their appearance and bod

image ma-es personal grooming products a major part of their purchasing plusPfeel5 goodP products.&urchase influence 5 %eens influence famil purchase decisions ( percent said the

influenced vacation decisions). ?ncreasingl teens are doing the shoppingfor the famil to help wor-ing parents pressed for time. #even out of 1mothers of teenagers wor- most of them full5time. %eens are also paingfor groceries themselves 55 cereal froHen meals cheese ogurt salad dressingsnot just nonessentials.

!i""icult#: (M $%ct %n* Applic%tion P%&e: 5++05+

:'. @ist and briefl describe the four dominant themes that present in the %eenssubculture according to research performed b #aatchi F #aatchi8s advertising agenc.

Answer:

%hemes55four dominant themes seem to be present with the group!

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Autonomy versus belonging55teens need to ac/uire independence so the tr to brea- awa from their families. On the other hand the need to attach themselves to a support structure such as peers. Rebellion versus conformity55teens need to rebel against social standards of

appearance and behavior et the still need to fit in and be accepted b others.

Idealism versus pragmatism55teens tend to view adults as hpocrites whereasthe see themselves as being sincere. Narcissism versus intimacy55teens are often obsessed with their own appearance and needs. On the other hand the also feel the desire to connect with others on a meaningful level.

!i""icult#: (M $%ct P%&e: 5+

;. riefl describe the 7tweens.9

Answer:

>ar-eters use the term tweens to describe the 2: million children aged ; to 10 who spend10 billion dollars a ear on clothes


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independentl and being able to ma-e enough mone to maintain controlover their lives.&urchase orientation 5 %heir purchases of beer fast foods entertainment and

cosmetics are enormous. >an in this group have alread been doing thefamil shopping and have become fairl sophisticated about evaluating

products. Advertisers should consider that the sense of disillusionment andalienation which is widel described affects onl some of this PCenerationD.P %he are turned off b advertising that refers to their alleged cnicism andthat either contains a lot of hpe or ta-es itself too seriousl. =i-e athleticshoes successfull used a soft5sell approach to oung buers. Other advertisershave created ads which ma-e fun of advertising.

!i""icult#: (H $%ct %n* Applic%tion P%&e: 5+051+

;". Bescribe the bab boomer mar-et and the impact it has had on mar-eting efforts.

Answer:ab boomers are those who were born between the ears of 1'0 and 1'0 and thereare a lot of themL =ot onl did the P,oodstoc- CenerationP create a revolution in stlepolitics and consumer attitudes during the 1's and 1':s the continue to influencepopular culture and consumption patterns now that the are older. $easons for specialattention from mar-eters!

4conomic power 5 %his an enormous segment of the population. %he are also amongthe most affluent of consumers ma-ing more mone than average. =ow

in their "s to 6s the are approaching the point of greatest income in theircareers. urther b the ear 2 the number of households in the E.#.

is projected to increase b 1 million two5thirds of which will be headed bconsumers in the "656 age group.

?mpact on the mar-etplace 5 ?n addition to wealth this consumer group shows anupscale demand for housing cars entertainment food apparel andretirement programs thus ma-ing them the focus of energetic mar-etingefforts.


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5 autonom5 connectedness5 altruism.

Answer:

Autonomy5 >ature consumers want to lead active lives and to be self5sufficient. %headvertising strateg of Bepends undergarments for incontinent womenmade b Rimberl5ature consumers value the bonds the have with friends and famil.

Sua-er Oats successfull tapped into this desire with its ads featuringactor ,ilfred rimel who dispenses grandfatherl advice about eating right tothe ounger generation.Altruism5 >ature consumers want to give something bac- to the world. %hrift


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Answer:

%he guidelines are! (a) -eep language simple (b) use clear bright pictures (c) use actionto attract attention (d) spea- clearl and -eep the word count low (e) use a single salesmessage and emphasiHe brand extensions to tap consumers8 familiarit and (f) avoidextraneous stimuli (i.e. excessive pictures and graphics can detract from the message).

!i""icult#: (M $%ct P%&e: 51

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chapter 14 age subculture

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