MKT 571 Week 2 Quiz (21/21)

1) Which term describes the diverse needs of many ethnic market segments?
• Multidiversity marketing
• Multicultural marketing
• Multifaceted marketing
• Mass marketing
2) How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
• Two
• Eight
• Nine
• Seven
3) Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?
• Segment acid test
• Segment attractiveness
• Marketing-mix strategy
• Needs-based segmentation
4) When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision?
• Indirect heuristic
• Lexicographic heuristic
• Elimination-by-aspects heuristic
• Conjunctive heuristic
5) Which group is experiencing the fastest population growth today?
• Asian Americans
• Caucasian Americans
• Hispanic Americans
• African Americans
6) Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization?
• Direct
• Niche
• Concentrated
• Undifferentiated
7) Which of the following is known in marketing as attributes of a product or service that may not be unique to the product or service?
• Points-of-reference
• Brand reference
• Points-of-parity
• Points-of-difference
8) What other dimension helps market segments be measurable, substantial, accessible, and differentiable?
• Functional
• Actionable
• Obtainable
• Reasonable
9) Which market is known as the invisible market segment?
• African American
• Asian American
• Caucasian American
• Hispanic American
10) Which of the following is used to determine a competitive frame of reference for brands to compete against other brands due to their closeness as substitutes?
• Category membership
• Industry membership
• Product membership
• Market membership

11) In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?
• Relationship to
• Dimension to
• Value to
• Response to
12) Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?
• Industry analysis
• Brand positioning bull’s eye
• Competitive analysis
• Brand perceptual analysis
13) Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?
• Point-of-difference
• Perceptual mapping
• Brand extensions
• Brand cannibalizations
14) Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and
• communicate
• inflate
• create
• infuse
15) Which of the following do brand mantras attempt to define?
• Brand identity
• Brand equity
• Similarity to other brands
• Points of difference to other brands
16) Which of the following would consumers associate closely with a brand?
• Points-of-difference
• Customer focuses
• Points of reference
• Brand attitudes
17) What is the second stage of the consumer buying process?
• Purchase decision
• Buyer satisfaction
• Information search
• Evaluation of alternatives
18) When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?
• Internet
• Standard & Poor’s
• Trade directories
• Business associates
19) Which other dimension is the VALS classification system based on besides consumer motivation?
• Consumer beliefs
• Consumer retention
• Consumer support
• Consumer resources
20) Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?
• Product demand
• Consumer response
• Value proposition
• Value-added product
21) Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, and
• perceptual mapping
• possession
• positioning
• positive marketing

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Age Discrimination Can a clothing store featuring styles designed for the college market lawfully prefer youthful salespersons? May a marketing firm reject older applicants in an effort to bring “new blood” into its workforce? While these questions are not definitively resolved, employers taking such actions might face liability for age discrimination. ADEA Claims The Age Discrimination in Employment Act (ADEA) protects those 40 years and older from employment discrimination based on their age. Disparate treatment and harassment claims may be brought under the ADEA, and a 2005 Supreme Court decision extended ADEA protection to disparate impact claims also. 80 In its 2009 Gross v. FBL decision, the U.S. Supreme Court made it more difficult to win an ADEA disparate treatment claim. 81 Jack Gross had worked for FBL for over 30 years when at age 54 he was reassigned from Claims Administration Director to Coordinator, while his former duties were transferred to a younger worker whom he had supervised. Gross filed an ADEA claim against FBL claiming the demotion violated the ADEA, and he won a jury verdict after showing that his age played a role in FBL’s decision. FBL appealed. The U.S. Supreme Court held that an ADEA disparate treatment claim requires the plaintiff to show that age was not just one factor, but the deciding or “but-for” factor in the employer’s decision. 82 The proposed Protecting Older Workers Against Discrimination Act, which would have reversed Gross, was introduced in Congress but was not enacted. Defenses The employer may defend against an age discrimination claim by showing that the termination was based on a legitimate, nondiscriminatory reason (such as poor performance) or that age is a bona fide occupational qualification (BFOQ). For example, if there is no test available to predict when a commercial airline pilot over 60 years of age might experience a medical emergency that could jeopardize aviation safety, then being under 60 years of age is arguably a BFOQ for that job.83 The ADEA also provides that an employer can defeat an age discrimination claim by demonstrating that a “reasonable factor other than age” (like poor attendance) was the actual reason for terminating or otherwise disfavoring an older worker. In 2008, the U.S. Supreme Court held that an employer using this defense in a disparate impact case carries the burden of proving a “reasonable factor other than age.” 84 Questions 1. Mary, 61 years old, worked as a leasing consultant for a realty company for over two years before she was fired. The primary duty of a leasing consultant is to rent apartments. The company used phone and video evaluations to assess employees’ performance. During her employment, Mary’s scores allegedly were, with one exception, consistently below expectations. Allegedly, she violated company policies by showing an apartment without getting the prospective tenant’s proof of identification, holding an apartment without a deposit, and showing an apartment not to be shown. Mary, who allegedly had been warned and placed on probation, claimed that during the termination meeting, her supervisor made age-related comments, as she had on several prior occasions. Mary sued her former employer for discrimination under the ADEA. Decide. Explain. See Marsh v. Associated Estates Realty Corp. 521 Fed. Appx. 460 (6th Cir. 2013) (unpub’d. op.). 2. The Insurance Company of North America (ICNA) sought to hire a “loss control representative.” The ad called for a B.S. degree, two years of experience, and other qualities. The plaintiff, who had 30 years of loss control experience, applied for the job but was not interviewed. ICNA hired a 28-year-old woman with no loss control experience. The plaintiff sued claiming age discrimination. ICNA said the plaintiff was overqualified. a. Explain both the plaintiff’s and defendant’s arguments. b. Decide the case. Explain. See EEOC v. Insurance Co. of N. Am. , 49 F.3d 1418 (9th Cir. 1995).

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