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Chapter 8

8.1 Knowledge Check

1. 
a. Choosing between standardization and adaptation strategies includes balancing internal capabilities like operations, sales, and customer service with external forces like competition and consumer demographic changes.
2. 
d. Constrained standards do not increase flexibility. Constraints, instead, limit options for companies and consumers.
3. 
d. A marketing adaptation strategy involves adjusting a company’s efforts, as well as its marketing mix, to increase its appeal and respond to consumers’ specific needs, tastes, or expectations. This must be done according to the company’s abilities and resources.
4. 
c. Adaptation strategies can increase production costs instead of reducing them.
5. 
b. Increasing a company’s customer base is a benefit associated with diversity marketing as an adaptation strategy.

8.2 Knowledge Check

1. 
d. Diversity marketing includes identifying different subsegments of consumers that share cultural and sociodemographic characteristics and creating advertisements to connect with them.
2. 
a. Diversity marketing is important because today’s marketplace is changing dramatically everywhere.
3. 
c. For companies to be successful in any market, the focus of diversity marketing should be consumer centric. This means putting targeted customers first regarding any decisions about a company’s goods, services, or experiences to create satisfaction and strengthen loyalty.
4. 
d. Diversity in market research is a good idea because it can help companies win over people from different segments of the population by providing better cultural and social information. This can reduce wrong assumptions and avert public relations missteps.
5. 
b. Tech-savvy and digital natives are not a sociodemographic segment; they are behavioral segments. Hispanic, Black, Asian, American Indian, and Alaskan Native people are among multicultural segments. Gen Xers, Zoomers, and consumers with disabilities are among sociodemographic segments.

8.3 Knowledge Check

1. 
d. Culture is described as all of these statements.
2. 
c. Values and attitudes are not examples of external expressions of culture. They are examples of internal expressions of culture.
3. 
b. Marketers must be careful using symbols as cultural expressions because they can have different meanings among different cultures.
4. 
c. An advertisement that speaks to personal accomplishments, independence, and assertiveness is appealing to individualism.
5. 
a. An advertisement that is visually appealing and emphasizes quality of life, people, and relationships is an example of femininity.

8.4 Knowledge Check

1. 
c. The Hispanic population is the largest multicultural segment in the United States based on 2020 US Census data.
2. 
b. A person from Puerto Rico or of Puerto Rican descent is both Hispanic and Latino/Latina. Hispanic is a language-based term describing somebody from a Spanish-speaking place, while Latino/Latina is a location-based term that identifies gendered individuals whose families originate in Latin America.
3. 
b. Acculturation is the process by which a person’s family cultural patterns change because of direct and constant contact with a different culture.
4. 
d. An overwhelming majority of Black people believe that race and community engagement are a major part of the Black identity.
5. 
a. Success requires connecting with each demographic on a personal and intimate level. This inevitably means that one must understand the cultural identities and the context within each population segment. Being successful with diversity marketing includes various multicultural and sociodemographic segments.

8.5 Knowledge Check

1. 
d. Sociodemographic marketing is a subcategory of diversity marketing. It intentionally targets certain audiences with attractive advertising and promotions based on shared social and demographic variables. Overlaying these two factors has several worthwhile benefits for marketers.
2. 
a. For marketers, focusing on the societal experience around belonging (acceptance, welcoming, support, and inclusion) is key for reaching the growing number of LGBTQIA+ consumers.
3. 
d. All of these are important steps to consider to be more successful in advertising to consumers based on their generations.
4. 
c. Use an approach that ensures the company’s efforts express humanity, authenticity, and inclusivity, which can involve consulting or hiring individuals who have a disability rather than using actors or models who do not.
5. 
b. It is projected that consumer spending will continued to be dominated by baby boomers. While this isn’t a new trend, it is certainly a trend that will continue through the 2030s as this generation ages out.
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