Chapter 5

Question 1

Subculture

Answer 1

segment of a larger culture whose members share distinguishing values and patterns of behavior

Question 2

Ethnic subcultures

Answer 2

those whose members’ unique shared behaviors are based on a common racial, language, and national background

Question 3

Marketing to African Americans–Products

Answer 3

have different skin tones and hair from white Americans, cosmetics and similar products developed for white consumers are typically inappropriate

Question 4

Marketing to African Americans– Communications

Answer 4

failure comes when assuming all members are the same

Question 5

Marketing to African Americans– Retailing

Answer 5

adjusting merchandising mix to meet their needs

Question 6

Hispanic

Answer 6

person of Cuban, Mexican, Puerto Rican, South, or Central American, or other Spanish culture or origin regardless of race

Question 7

Acculturation

Answer 7

the degree to which an immigrant has adapted to his or her new culture