Deck 17: Sources of Secondary Data

Question 1

Dallas is playing an online racing game, and sees an Apple PC pop up on the screen. This is a relatively new strategy called:

A) advertising pop- ups
B) net access
C) intrusive attention
D) internet synergy
E) advergaming

Answer 1

E

Question 2

Psychological factors can be both informative and confusing in explaining why people desire to be in fashion. For example, the concept of consumers' "need for uniqueness" encompasses their need to be different:

A) but not their need to fit in
B) and lead others in their social groups
C) and their need to save money
D) but not too different
E) and the marketers' need to make a profit

Answer 2

D

Question 3

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

A) acquired attention
B) repositioning
C) permissive marketing
D) product placement
E) sponsorship acquisition

Answer 3

D

Question 4

Katrina really likes a new line of microfiber shirts that has been on the market for a very short period of time. However, she has not bought any because she is concerned people might think of them as being artificial and cheap. Marketers would place her in the _ category.

A) early majority
B) innovator
C) early adopter
D) late majority
E) laggard

Question 5

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

A) they had used Canadian models in ads meant for other countries
B) Canadian products were not diverse enough
C) the Canadian image sent the wrong political message
D) Canadian products in general were perceived to be poorly- made
E) consumers in different countries have different conventions and customs, so they do not use products in the same way

Question 6

Which of the following statements would be viewed as most true about styles?

A) Styles are often a reflection of more fundamental societal trends.
B) Styles are a consumer myth - they change so frequently that they do not really exist.
C) Influential people play only a minor role in deciding which styles will succeed.
D) A style typically starts in a large group of people as a safe unique statement.
E) Styles often most result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.

Question 7

The consists of all those people and organizations involved in creating symbolic meanings and transferring those meanings to cultural goods.

A) fashion system
B) fashion culture
C) fashion oligopoly
D) fashion revue
E) cultural elite

Question 8

Megan thought it strange that although her bathing suit covered much less skin than did her underwear, she felt comfortable wearing her bathing suit in public at the beach, but she would never think of walking around the beach in her underwear. This is an example of the power of how modify(s) expectations and behaviour.

A) generational fads
B) cultural categories
C) the complexity paradox of fashion
D) trickle- up effects
E) the diffusion of innovation

Question 9

If a consumer believes that "having a free sample" of a product will enhance the likelihood of purchase, then which of the "success" characteristics for new product introduction is being used?

A) trialability
B) activity
C) relative advantage
D) complexity
E) compatibility

Question 10

The model of the culture production process includes all of the following, EXCEPT:

A) managerial subsystem
B) symbol subsystem
C) creative subsystem
D) communications subsystem
E) culture production subsystem

Question 11

Innovations may take the form of any of the following except for .

A) a new manufacturing technique
B) a clothing style
C) an improvement in personal selling techniques used to sell a product
D) a new type of game console
E) a novel way to deliver a service

Question 12

The trickle down theory was proposed by:

A) Freud
B) Veblen
C) Flugel
D) Fischer
E) Simmel

Question 13

Tariq deliberately waits to adopt the new thin screen TV. He assumes that its technological qualities will be improved and the price will fall in the future. However, he plans to purchase it ahead of most people. He can be considered to be:

A) laggard
B) innovator
C) early majority
D) late majority
E) early adopter

Question 14

Raj Suka absolutely loves computers. He always knows what is new before it even gets to the computer store. Through a variety of network contacts (including chat rooms), Raj is able to amass a great amount of information to use in his purchase decisions. He doesn't particularly care what others do. He cares about his own likes and dislikes. Raj would most likely fall into which of the following adopter groups, with respect to computers?

A) early adopters
B) early majority
C) late adopters
D) laggards
E) innovators

Question 15

When a song begins receiving wide airplay on radio stations, what stage of the fashion acceptance cycle is it in?

A) Acceptance Stage
B) Climax Stage
C) Regression Stage
D) Adoption Stage
E) Introduction Stage

Question 16

The three major subsystems of the CPS are:

A) creative, managerial, communications
B) artistic, managerial, communications
C) innovative, managerial, communications
D) stylistic, managerial, communications
E) financial, managerial, communications

Question 17

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

A) internalization
B) internationalization
C) creolization
D) acculturization
E) foreignization

Question 18

Simply put, economists approach fashion in terms of:

A) projective modelling programs
B) social exchange theory
C) trend analysis
D) supply and demand
E) conspicuous consumption

Question 19

A is a very short- lived fashion.

A) style
B) fad
C) trend
D) classic
E) new vintage

Question 20

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:

A) Global Dreamer
B) Global Citizen
C) Global Agnostic
D) Global Purveyor
E) Antiglobal

Question 21

New products or services entering the marketplace are called:

A) innovations
B) developments
C) adoption potentialities
D) breakthroughs
E) diffusion styles

Question 22

All of the following are major consumer segments who evaluate brands EXCEPT:

A) Antidreamers
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Citizens

Question 23

All of the following are examples of formal gatekeepers, EXCEPT:

A) opinion leaders
B) retail buyers
C) radio programmers
D) casting directors
E) textbook authors

Question 24

Levi's Jeans is marketing a new line of shoes, made to look old by employing a "distressed look'. This practice is called:

A) trickle- down
B) retro
C) a risky strategy
D) new vintage
E) retired

Question 25

Designers will give actors complete wardrobes to wear to high- visibility events like Globe and Academy Awards shows. They do this because .

A) styles must be seen on television before they will be accepted by average consumers
B) actors explicitly endorse their designer when accepting an award
C) the actors will say kind things about them in interviews with the press
D) styles are largely determined by fundamental societal trends
E) influential people in the media play a large role in what will become stylish

Question 26

Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behaviour would best be explained as a theory of fashion.

A) trickle- variant
B) trickle- up
C) trickle- skipping
D) trickle- across
E) trickle- down

Question 27

Working people typical had to work outdoors in times past. What theory of fashion would explain why tans were considered to be unfashionable and unattractive a hundred years ago, but are now considered to be very fashionable?

A) medical
B) hedonic
C) economic
D) sociological
E) psychological

Question 28

Of the following, which has a cycle that reaches the regression stage the slowest?

A) seasonal classic
B) cyclical fad
C) fad
D) classic
E) fashion

Question 29

Individuals and organizations responsible for creating and marketing a cultural product are:

A) fashion designers
B) a culture production system
C) designer monoliths
D) influence peddlers
E) marketing mavens

Question 30

Author Harold Robbins was famous in the 1970s for his sexy adventure stories about "jet- setters." Many of the trends that he described eventually became more popular because of his vivid descriptions. Fashion houses began to send Mr. Robbins descriptions of their latest fashions before they were even put into production with the hope that he would incorporate the designs into his books. Considering information presented in the text and in this example, Mr. Robbins would be considered to be a _ _.

A) role model
B) publicist
C) critic
D) cultural gatekeeper
E) sensual icon

Question 31

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

A) Global Purveyor
B) Global Citizens
C) Antiglobal
D) Global Agnostic
E) Global Dreamers

Question 32

Regardless of how much behavioural change is demanded by an innovation, all of the following tend to be factors which speed up the adoption of innovations EXCEPT:

A) low degree of complexity
B) lower cost than previous alternative
C) compatibility with consumers' lifestyles
D) trialability through free or "trial- size" samples of new products
E) consumers believe there will be more benefits in the new offer

Question 33

An emic approach to culture is all of the following, EXCEPT:

A) recognizes unique value systems, conventions and regulations
B) is experiential
C) explains culture as experienced by insiders
D) is subjective
E) is objective and analytical

Question 34

All of the following, EXCEPT, _ are part of the Movement of Meaning Model.

A) technicalities of movement
B) consumption rituals
C) advertising and fashion systems
D) destinations of movement
E) cultural values and symbols

Question 35

Sociologists have observed the relationship between product adoption and class structure. In the "trickle- across effect":

A) fashions diffuse from lower classes to the dominant culture
B) mass media show celebrities wearing "new" fashions
C) grassroots innovators maintain status quo fashions
D) fashions diffuse among members of the same social group
E) designers impart fashion information to the social elite

Question 36

Companies today find that they must consider whether to market their products using the same marketing approach throughout the world, or develop a separate strategy for each culture. The perspective that each country is unique, has a national character of its own, a distinctive value system, and personality characteristics, is termed:

A) epidemic
B) emic
C) systemic
D) idiosyncratic
E) etic

Question 37

In the 1920s proposed that "sexually charged areas wax and wane in order to maintain interest, and that clothing styles change to highlight or hide these parts."

A) Simmel
B) Veblen
C) Freud
D) Flugel
E) Fischer

Question 38

Which of the following factors affects the perceived risk of adopting an innovation?

A) compatibility
B) observability
C) relative advantage
D) testability
E) complexity

Question 39

Some artists have had an influence not only on music but on the fashion that accompanies the subculture that listens to their form of music. Which of the following cultural production system subsystems would these artists belong to?

A) an advertising subsystem
B) a communications subsystem
C) a creative subsystem
D) an artistic subsystem
E) a managerial subsystem

Question 40

In the late 1980s, CDs began replacing both vinyl records and audio cassettes as the medium of choice for recorded music. This would be viewed as a/an:

A) continuous innovation
B) market modification
C) dynamically continuous innovation
D) discontinuous innovation
E) product repositioning

Question 41

Some men find that women's golf clubs have a better feel and give greater accuracy than their own, but they won't adopt them. This is most likely due to:

A) compatibility
B) complexity
C) confusion
D) activity
E) persuasiveness

Question 42

When Gillette's Mach 3 razor gives way to Gillette's new Mach 3 Turbo, this is known as a/an:

A) discontinuous innovation
B) product repositioning
C) continuous innovation
D) dynamically continuous innovation
E) market modification

Question 43

Fashions tend to "sweep" the country. The process by which certain symbolic alternatives are chosen over others and gain general consensus has been termed:

A) symbolic interdependence theory
B) collective selection
C) social interaction phenomenon
D) collective identification
E) symbolic interactionism

Question 44

Media exposure permits many groups to become aware of a style at the same time. As a result, fashion has largely been replaced by fashion.

A) niche; anti-
B) social; trendy
C) elite; mass
D) classic; new age
E) short- lived; long- lived

Question 45

Classic western movies and family sitcom shows generally follow a cultural:

A) diversity
B) monopoly
C) acceptance
D) inheritance
E) formula

Question 46

The Macah, a Native American tribe from the Northwest, built functional seagoing canoes that are considered works of art by modern shipbuilders. By definition, these boats would be considered .

A) carryover products
B) proto- typical products
C) art products
D) style and cultural icons
E) craft products

Question 47

VCRs were introduced in North America via the United States for a period of time before they migrated northward and were adopted by Canadians. This situation can be best described by the process of:

A) synchronous adoption
B) diffusion of innovation
C) market fixation
D) conspicuous consumption
E) competitive differentiation

Question 48

Marketers must ask all of the following questions, EXCEPT, _ to help to determine if an innovation will endure.

A) What other changes have occurred in the market?
B) Does it fit with basic lifestyle changes?
C) Can it be personalized?
D) Is it a trend or a side- effect?
E) What are the impairments?

Question 49

What is the primary difference between an innovator and an early adopter?

A) Early adopters are much the same as innovators except they, as a group, have higher average salaries and more education than do innovators.
B) Innovators are more risk adverse than are early adopters.
C) Innovators are extremely concerned with social appearance, while early adopters care much less about being accepted socially
D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.
E) Innovators are more likely to have higher incomes and education levels and are more likely to accept risk than are early adopters.

Question 50

To achieve certain economies of scale when competing in many world markets, some companies use a standardized marketing strategy for their products which focuses on the commonalties and similarities found across various cultures, a perspective termed:

A) etic
B) epidemic
C) emic
D) pan- cultural
E) pandemic

Question 51

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

A) the question of function
B) the ultimate audiences or users
C) the creators
D) cultural formulas
E) the price

Question 52

When the automobile first came out, people went from horse and carriage to a gas powered machine. A steering wheel, brakes and a gas pedal took over from a set of reins.As well, a roof comes as standard equipment. This would be an example of a/an:

A) discontinuous innovation
B) product repositioning
C) continuous innovation
D) dynamically continuous innovation
E) market modification

Question 53

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) cultus hypothesis
B) cultivation hypothesis
C) culturatic hypothesis
D) cultivar hypothesis
E) culmination hypothesis

Question 54

Fashion refers to .

A) a particular combination of attributes within a style
B) an ideal self image brought on by distortions caused by mass media
C) rejecting the norm and pushing for newness
D) being positively evaluated by some reference group
E) the process of social diffusion by which a new style is adopted by some groups of consumers

Question 55

Monica is pleased in one way that the new style of dress that she bought in New York recently is catching on. But when she sees the lower classes adopting this style, she immediately starts to look around for something new to distance herself from it. This is an example of the theory called:

A) adopt- adopt
B) fashion- focus
C) reward- rejection
D) trickle- down
E) refined- alliance

Question 56

Jerri still doesn't have an answering machine. He says he is not ready to have one of these "new fangled devices." He can be termed a (an):

A) late majority
B) innovator
C) early adopter
D) early majority
E) laggard

Question 57

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 _.

A) cultural production
B) stylistic engineering
C) aesthetic market research
D) diffusion of innovation
E) reality engineering

Question 58

The "trickle- down theory" of fashion is characteristic of which of the following models of fashion:

A) the designer fashion model
B) the psychological model
C) the liberal arts model
D) the sociological model
E) the economic model

Question 59

All of the following are true about the trickle- down theory of fashion, EXCEPT:

A) attempts by the lower classes to adopt upper class fashion results in even newer fashions
B) it is useful when a stable class structure exists
C) upper and lower classes are easily identified
D) status symbols trickle down from upper to lower classes
E) consumers tend to be more influenced by opinion leaders

Question 60

The culture we live in creates the meaning of everyday products and how these meanings move through a society to consumers. Meaning transfer is largely accomplished by such marketing vehicles as .

A) product design and pricing
B) production design and distribution
C) advertising and fashion industries
D) pricing and benefit statements
E) public relations and the music industry

Question 61

Brock, after months of negotiations, finally got the most popular professional team in his market to play an entire game with the logo of his company on their uniforms. Brock was successful in engaging in a new form of promotion called _ .

A) branded entertainment
B) cultural jamming
C) brand integrity
D) brand loading
E) episode marketing

Question 62

Code, context- dependent and undercoded, are all terms used in relation to _ .

Question 63

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) Global Agnostics
B) Global Citizens
C) Antifashioners
D) Global Dreamers
E) Antiglobals

Question 64

Arnetta bought an electric blanket with a new type of control to replace the old comforter she had been using for years. What kind of innovation was the new electric blanket
.

Question 65

A (an) is an idea or product that enters the consciousness of people over time.

Question 66

Examples of include product placement and .

Question 67

Agents, A & R executives, stylists, image consultants are all termed .

Question 68

An increased demand for exercise classes also resulted in an increased demand for specialized gym clothing. This phenomenon is termed the .

Question 69

Enabling visitors to Disney World to experience vicariously the terror of seeing King Kong ravaging the streets of Manhattan or to talk with Mickey Mouse is possible through the contribution of the process of .

Question 70

Cans of Coca Cola are either drunk by actors, or prominently displayed in a movie. This process is termed _.

Question 71

The set of individuals and organizations responsible for creating and marketing a cultural product is termed .

Question 72

The process when elements of popular culture are appropriated by marketers and converted to vehicles for promotional strategies, is termed:

A) reality artifices
B) reality fabrication
C) actuality engineering
D) validity engineering
E) reality engineering

Question 73

Which of the following is not true about a fad?

A) A fad is adopted on impulse.
B) A fad is not subject to rational decision making.
C) A fad does not perform any meaningful function.
D) A fad is short- lived.
E) A fad trickles up and down through social classes.

Question 74

As a generalization, the profile of innovators includes all of these characteristics EXCEPT:

A) they are innovators in most product areas
B) they are socially active
C) they tend to have more favourable attitudes towards taking risks
D) they are likely to have high incomes
E) they are likely to have high educational levels

Question 75

Factors that influence the demand for fashion- related products include a (an) , wherein high prices still create high demand, and a (an) in which lower prices actually reduce demand.

Question 76

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) critical break
B) exploding diffusion
C) quick diffusion
D) innovation milestone
E) the tipping point

Question 77

One aspect of culture production systems (CPSs) that should not be overlooked is that:

A) the most accurate forecasts result from the CPS members' knowing and meeting with each other
B) the nature of these systems helps to determine the types of products that eventually emerge from them
C) they have very little interest in actually trying to anticipate developing fashion trends
D) they tend to exist in a social vacuum, isolated from the social environment that they seek to influence
E) their memberships tend to exclude real people

Question 78

reflects a pattern of behaviours, attitudes, and opinions that influences all of a person's consumption activities.

A) The style formula
B) Consumer style
C) The etic perspective
D) Consumerspace
E) The emic perspective

Question 79

Media have the ability to distort consumers' perception of reality. Based upon what they are seeing on television or in other media, consumers may err in what they perceive as reality, according to the hypothesis.

Question 80

A new product called Bugchaser has just come on the market. It is a wristband containing insect repellent. Mothers have found it especially useful with young children because it is odourless, nontoxic, and nonstaining. This example is an illustration of which of the following prerequisites for new product success?

A) activity
B) relative advantage
C) compatibility
D) trialability
E) complexity