MKT 1-7 The Impact and Value of Diversity in Marketing

Why do businesses need to understand cultural diversity in order to be successful in marketing and beyond?

• To be politically correct
• To appeal to consumers within all cultures
• To make more money
• To have a diverse workforce

What is the purpose of diversity marketing strategies?

• To increase brand loyalty
• To gain insights from community leaders
• To establish a reputation within the community
• To reach a specific target market

What is the main reason for businesses to utilize marketing strategies that appeal to the changing needs of second and third-generation Hispanic-Americans?

• To bridge gaps in multigenerationalism
• To increase brand loyalty
• To reach a specific target market
• To establish a reputation within the community

Which group of consumers has the highest percentage of smartphone ownership and internet access?

• African-Americans
• Asian-Americans
• Hispanic-Americans
• LGBTQ community

What does in-language mean in the context of diversity marketing?

• Translating words and changing visuals and types of words to appeal to a specific cultural group
• Translating words and changing visuals and types of words to appeal to a specific age group
• Translating words and changing visuals and types of words to appeal to a specific gender
• Translating words and changing visuals and types of words to appeal to a specific weather

What is culture?

• A type of food
• A broad concept that refers to a particular group of people's shared beliefs, values, language, art, religion, and social customs
• A type of clothing
• A type of music

What does multiculturalism refer to?

• The state of creating equal representation amongst many different weather conditions
• The state of creating equal representation amongst many different cultures
• The state of creating equal representation amongst many different age groups
• The state of creating equal representation amongst many different genders

What is one example of a company successfully integrating multicultural advertising?

• Fanta
• Sprite
• Pepsi
• Coca Cola

What is the definition of multigenerationalism?

• Involving more than one generation in a process
• Focusing on bridging gaps in multiculturalism
• Creating a sense of community within a specific group
• Developing marketing strategies for a diverse audience

What is involved in diversity marketing?

• Crafting messages that appeal to the specific wants, needs, and values of every cultural group
• Crafting messages that appeal to the specific wants, needs, and values of a specific weather
• Crafting messages that appeal to the specific wants, needs, and values of a specific gender
• Crafting messages that appeal to the specific wants, needs, and values of a specific age group