Exam 17: Sources of Secondary Data

Mary is part of the mature market, like many of her generation she prefers to buy classics.

The argument for homogeneous global marketing has met with mixed results because:

The process by which certain symbolic alternatives are chosen over others and gain general consensus in the fashion marketplace has been termed the collective unconscious.

Trickle- down theories are more useful for understanding the process of fashion in a contemporary Western culture than they would be in a hierarchical culture with a rigid class structure.

Sally loved global brands. She saw them as quality products that held the "romance" of the country of origin. She never really took the time to research the companies that produced them and knew very little about the production or distribution of the brands. Sally would fit into which major segment for global consumers?

A recent study identified four major segments among consumers who evaluate global brands. Name these four segments and describe their attitude towards corporations behaving responsibility.

When Reese's Pieces appeared in the film E.T., sales of the candy skyrocketed.

Tabby watched a lot of cop shows on TV. She began to believe that all cops were overweight and on the take. Her perception of reality had been distorted by the media. This is termed:

A major distinction between an art product and a craft product centres on:

Identify the elements that comprise a culture production system.

When a Quebecois firm started to sell its food products to France it recognized that the two markets differed and adopted an emic approach.

Every time Martha visits a company's website, she looks for information on how they are helping to improve the world. If she does not like what she finds, she tends to not purchase anything from that company. Martha is likely a:

The process of occurs when foreign influences are absorbed and integrated with local meanings.

The fashion processes affect all types of cultural phenomena.

A writer looks at a common myth of the Western culture and writes a novel using that myth and applying it to fictional modern characters. Using the concept of a cultural production process explain how this writer will get her interpretation of ideas from the symbol pool to the final consumer.

Tara had a dream job. Her responsibility was to set up viewings for the endings of movies that were still in production. She would show sample audiences several different endings to a movie and find which they preferred. Tara was doing _.

On the TV set of the Oprah Winfrey Show, we may see brands displayed prominently. This action is called:

Ernie created a product that let people record television on a digital recorder while they were watching it. At first, very few people bought the product, but one year later the product started selling so much that stores could not keep them in stock. This illustrates the concept of .

A new type of Sheer brand pantyhose would be viewed as a discontinuous innovation.

Which segment of consumers is least concerned with whether a company is acting socially responsible?