Deck 15: The Creation and Diffusion of Culture

Question 1

Social networking changes have prompted a movement away from:

A) consumerspace.
B) innovation.
C) the traditional music industry.
D) marketerspace.

Answer 1

D

Question 2

The winnowing-out process whereby some products get adopted while others die off is called:

A) a production system.
B) cultural selection.
C) product selection.
D) market preference.

Answer 2

B

Question 3

What are the three major components of a culture production system (CPS)?

Answer 3

A culture production system has three major subsystems: (1) a creative subsystem responsible for generating new symbols or products; (2) a managerial subsystem responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols or products; and (3) a communications subsystem responsible for giving meaning to new products and providing them with symbolic sets of attributes that are communicated to consumers.

Question 4

What is cultural selection?

Question 5

Generating new products and/or symbols within a culture production system is the function of a creative subsystem.

Question 6

Tilden, a movie critic, recently reviewed the James Bond movie Sky Fall. Tilden is a:

A) product selector.
B) creative subsystem member.
C) production manager.
D) cultural gatekeeper.

Question 7

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

A) the nature of these systems helps to determine the types of products that eventually emerge from them.
B) they tend to exist in a social vacuum, isolated from the social environment that they seek to influence.
C) their memberships tend to exclude real people.
D) they have very little interest in actually trying to anticipate developing fashion trends.

Question 8

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

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

Question 9

A restaurant reviewer is part of the throughput sector.

Question 10

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

A) marketing mavens.
B) a culture production system.
C) influence peddlers.
D) designer monoliths.

Question 11

Styles are created exclusively by the deliberate inventions of designers and businesspeople.

Question 12

The three major subsystems of the CPS are:

A) creative, managerial, and communications.
B) artistic, managerial, and communications.
C) innovative, managerial, and communications.
D) financial, managerial, and communications.

Question 13

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) a managerial subsystem
B) an advertising subsystem
C) a creative subsystem
D) a communications subsystem

Question 14

The late Roger Ebert, the film critic, was an example of a cultural gatekeeper.

Question 15

Cultural selection is the process whereby some alternatives are selected over others by cultural gatekeepers.

Question 16

Olivia is a restaurant reviewer. As a cultural specialist what effect, if any, does she have on the products offered to consumers?

Question 17

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) publicist.
B) critic.
C) sensual icon.
D) cultural gatekeeper.

Question 18

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) production design and distribution.
B) product design and pricing.
C) advertising and fashion industries.
D) public relations and the music industry.

Question 19

Explain some of the characteristics of what catches on in fashion and popular culture.

Question 20

Which of the following statements is true with respect to style?

A) A style typically starts in a large group of people as a safe unique statement.
B) Styles are often superficial.
C) Influential people play only a minor role in deciding which styles will succeed.
D) Most styles eventually wear out.

Question 21

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

A) reality artifices.
B) actuality engineering.
C) reality engineering.
D) validity engineering.

Question 22

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

A) retro.
B) new vintage.
C) retired.
D) trickle-down.

Question 23

What is the throughput sector?

Question 24

On the TV set of Modern Family, we may see brands displayed prominently. This action is called:

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

Question 25

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

A) art products.
B) style and cultural icons.
C) prototypical products.
D) craft products.

Question 26

Hans loves his detective novels. This is partly because he knows what to expect from them so when he settles down to read he knows he won't be disappointed by the general story. Why is this so?

Question 27

Gaynor, an artist, is delighted when a TV sitcom show calls to ask if they can mention her services within an actor's dialogue in a program. This is an example of:

A) innovative advertising.
B) advergaming.
C) brand insertion.
D) product placement.

Question 28

What is plinking?

A) the embedding of a product or service link in a video
B) the placement of a brand in a documentary feature
C) advertising drop-ins to feature storylines
D) pop-up ads on social networking sites

Question 29

A certain Indigenous tribe produced extremely beautiful canoes, wooden combs with intricate carvings, and clothing with decorative beads and shells. Almost all of their artifacts show creativity and artist balance. Yet anthropologists state that this tribe did not produce any "art." How can the anthropologist make such a statement and still be accurate in their evaluation?

Question 30

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

A) monopoly.
B) diversity.
C) formula.
D) inheritance.

Question 31

Harlequin Romance novels follow a cultural formula.

Question 32

One distinction between arts and crafts is that an art product has no obvious functional value while a craft product usually does.

Question 33

Use the example of a political campaign to discuss the relationship between various cultural formulas and the cultivation hypothesis.

Question 34

An elaborate hand-carved olive salad bowl is an example of an art product.

Question 35

Eleanor worries about the rising levels of violence and drinking in society that she gauges by watching TV. In reality, this rise appears to be a distortion according to which theory?

A) media theory
B) reality engineering
C) senior bias effect
D) the cultivation hypothesis

Question 36

What are lead users and what use are they to high-tech industry?

Question 37

What is the key difference between an art product and a craft product?

Question 38

Identify the elements that comprise a culture production system. Give an example of each component.

Question 39

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) reality engineering.
B) cultural formulation.
C) cultivation hypothesis.
D) new vintage.

Question 40

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

A) the price.
B) cultural formulas.
C) the question of function.
D) the creators.

Question 41

Joelle is buying a Blu-ray player before most of the population, but she was deliberate in waiting to make sure that the technology really caught on before purchasing the product. She is best categorized as a member of the:

A) innovators.
B) late adopters.
C) early majority.
D) late majority.

Question 42

Explain the concept of reality engineering and what it might have to do with consumer culture.

Question 43

What is advergaming?

Question 44

In the game Everquest, players can enter a Pizza Hut restaurant. This is an example of advergaming.

Question 45

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 averse than are early adopters.
C) Innovators are more likely to have higher incomes and education levels and are more likely to accept risk than are early adopters.
D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.

Question 46

Getting exposure for a product by inserting it into a movie script or television show is a common practice called product placement.

Question 47

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

A) advertising pop-ups.
B) Internet synergy.
C) intrusive attention.
D) advergaming.

Question 48

Which of the following statements describes an early adopter?

A) more likely to read specialty magazines
B) prefer to read creative light content
C) high risk taker
D) important to be the first to own a new product

Question 49

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

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

Question 50

Why are marketers currently interested in product placement strategy?

Question 51

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) diffusion of innovation.
B) competitive differentiation.
C) synchronous adoption.
D) market fixation.

Question 52

How much effect can product placement have on brand popularity and why might this be so?

Question 53

Tariq deliberately waits to adopt a new 4K TV because he is concerned about its social acceptance. He wants to make sure it is "fashion-forward" and trusted. However, he plans to purchase it ahead of the majority of people. He can be considered to be a(n):

A) innovator.
B) early adopter.
C) early majority.
D) laggard.

Question 54

Billi likes to be cutting-edge when it comes to electronics. He likes to be the first to try new technologies and is willing to pay a higher price than the average person. He is best classified as a(n):

A) innovator.
B) early adopter.
C) early majority.
D) laggard.

Question 55

New products or services entering the marketplace are called:

A) breakthroughs.
B) diffusion styles.
C) innovations.
D) adoption potentialities.

Question 56

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) innovators
B) early adopters
C) late adopters
D) early majority

Question 57

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

Question 58

Katrina really likes a new line of microfibre 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. She wants to see them being worn more pervasively before buying. Marketers would place her in the ________ category.

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

Question 59

When marketers merge online games with interactive advertisements in ways that let companies target specific types of consumers, this is called:

A) advertising pop-ups.
B) Internet synergy.
C) advergaming.
D) net access.

Question 60

Explain the concept of reality engineering and give an example.

Question 61

Early adopters share many of the same characteristics as innovators, but an important difference is the fact that they tend to shop in small boutiques that feature as-yet-unknown designers.

Question 62

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:

A) market modification.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) continuous innovation.

Question 63

What is an innovation?

Question 64

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 illustrates which of the following prerequisites for new product success?

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

Question 65

Jamie waits to buy a Blu-ray player until more than half of the population has already adopted the technology, mostly because he is skeptical of new technologies and is waiting for the price to fall. He is best categorized as a member of the:

A) innovators.
B) late adopters.
C) late majority.
D) laggards.

Question 66

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

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

Question 67

An innovator is an involved experienced customer who is very knowledgeable about the marketplace.

Question 68

Going from a 35 mm single-lens reflex camera to a digital camera would be mostly viewed as a dynamically continuous innovation.

Question 69

The 34% of consumers who adopt an innovation after the early adopters are called the:

A) innovators.
B) late adopters.
C) early majority.
D) late majority.

Question 70

Diffusion of innovation refers to the process of how quickly a product disappears from the market.

Question 71

The 34% of consumers who adopt an innovation just before the laggards are called the:

A) innovators.
B) early majority.
C) late majority.
D) laggards.

Question 72

A continuous innovation describes a new version of an existing product brought out to represent a complete change from the previous version.

Question 73

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) persuasiveness.
B) complexity.
C) compatibility.
D) confusion.

Question 74

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

Question 75

What are the categories of adopters?

Question 76

The last 16% of consumers to adopt a new innovation are called the:

A) innovators.
B) late adopters.
C) late majority.
D) laggards.

Question 77

Innovators tend to have more favourable attitudes towards taking risks. They also are likely to have higher education and income levels and to be socially active.

Question 78

When Gillette's Mach 3 razor is followed up by Gillette's new Mach 3 Turbo, this is known as a:

A) market modification.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) continuous innovation.

Question 79

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 came as standard equipment. This would be an example of a:

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

Question 80

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) compatibility
B) complexity
C) relative advantage
D) trialability