MKTG 313 Study Guide - Midterm Guide: Higher Education, Arab Americans, Greenwashing
MKT 313 EXAM 2
Cultural Values
widely held beliefs that affirm what is desirable
Secular Society
America is basically a
Youth
Competition
Active
Hard Work
Traditional American Values
Sensual Gratification
Immediate Gratification
Leisure
Beginning after the end on WWII, and accelerating rapidly during the 1970's and
1980's, Americans began to place increased emphasis on:
Firmly enriched
America has long been a competative society, and this value remains
individualism
Consumers higher in ________ are more likely to complain, switch, or engage in
negative word-of-mouth when faced with poor service performance
gay market
what has been estimated to compromise 7 % of the adult U.S. population, or 16
million people?
Cause-related marketing (CRM)
ties a company and its products to an issue to cause with the goal of improving
sales or corporate image while providing benefits to the cause
Consumer skepticism and apathy
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remain a challenge for marketers implementing CRM programs; for such
demonstrations indicate consumers' doubts as to the sincerity or effectiveness of
such programs
Gender Roles
are the behaviors considered appropriate for males and females of a given society
traditional housewife
trapped housewife
trapped working woman
career working woman
What are the segments of female consumers?
shifting
gender roles in the US are __________, with both making many(and important)
purchase, career, and household/family decisions
women
today, _________ are vital members of the workforce, still considered primary
care givers of children in families, and influence 80 % of all vehicles sold
Federal Trade Commission (FTC)
has updated its Green Guides relating to environmental claims
Qualifying claims
Third-party certifications and seals
Key elements of the revised guides include:
promoting
firms must avoid __________ environmental benefits that are unsubstantial and
on which they don't deliver (a.k.a. greenwashing).
Traditional Gender Orientation
a marriage where the husband assumes the responsibility for providing for the
family and the wife runs the house and takes care of the children
Modern Gender Orientation
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