MKT201-CHAP16
10) Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction? A) an art product B) a reality-engineered product C) a craft product D) a trial product
A
14) ________ occurs as marketers appropriate elements of popular culture and convert them for use as promotional vehicles. A) Reality engineering B) Virtual signing C) Cultural transfer D) Product placement
A
18) In a new form of promotion called ________, advertisers showcase their products in longerform narrative films instead of in brief commercials. A) branded entertainment B) brand loading C) episode marketing D) cultural jamming
A
29) The "Pet Rock" was a product that became very popular and disappeared within less than a year, never to return. What type of fad did this product create? A) true fad B) cyclical fad C) fad-to-franchise D) generational fad
A
33) 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 presented 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 tell people where to buy the clothes in interviews with the press D) styles must be seen on television before they will be accepted by consumers Answer
A
37) Raymond Chandler wrote classic American detective stories. By always using certain roles for his characters, and props that were appropriate to the genre, Chandler's novels followed what the text calls a(n) ________. A) cultural formula B) craft formula C) fashion analogy D) innovation process
A
41) 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 and blogs), 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) laggards D) late adopters
A
48) When Christians adopted the winter solstice festival as their celebration of the birth of Jesus, they integrated a foreign influence and assigned it new meaning. This process is called ________. A) creolization B) cultural jamming C) ethical globalization D) transitional adoption
A
6) A ________ is the set of individuals and organizations responsible for creating and marketing a cultural product. A) cultural production system (CPS) B) cultural funnel C) cultural distribution system (CDS) D) style and cultural innovation process
A
1) Hip-hop music and the fashion that accompanies it have been part of the black urban subculture for several years. Which of the following best illustrates the latest developments in this culture? A) Urban block parties feature break-dancing and graffiti. B) Hip-hop disengages from its American roots as artists around the world develop their own localized interpretations. C) Web-based communities dedicated to overthrowing the hip-hop culture have developed. D) Manhattan art galleries are featuring graffiti artists.
B
11) Which of the following statements most accurately describes high and low art? A) High art is very expensive, but low art is relatively cheap. B) It is becoming harder and harder to distinguish between high and low art. C) Low art is popular with the masses while high art is popular among the cultural elites of American society. D) Especially in Europe, low art is seen as commercial in nature while high art is seen as independent of commercialism.
B
16) Recently two actors were married. One wore a brown outfit and the other wore a pink suit. Pictures were digitally altered so that the wedding pictures in a magazine showed both dressed in white. This is an example of ________. A) digital marketing B) reality engineering C) advergaming D) myth making
B
21) When General Mills introduced a Honey Nut version of Cheerios, a modification of the existing Cheerios product, the company used ________ innovation. A) revolutionary B) continuous C) dynamically continuous D) discontinuous
B
25) Fashion refers to ________. A) a particular combination of attributes within a style B) the process of social diffusion by which a new style is adopted by some groups of consumers C) being positively evaluated by some reference group D) rejecting the norm and pushing for newness
B
26) The early fashion theory that shifting erogenous zones accounted for fashion changes is an example of a(n) ________ model of fashion. A) economic B) psychological C) sociological D) medical
B
28) A ________ is a very short-lived fashion. A) trend B) fad C) classic D) styl
B
34) Country singers Marty Stewart and Travis Tritt and their record label decided to change the culture of the Country and Western music scene. With their now famous "No Hats" tour, the singers abandoned conventional country and western fashion (they threw away their hats, let their hair grow long, and wore t-shirts) and tried to appeal to larger and younger audiences with a grinding sexy message. The process that these singers went through is best described as a ________. A) cultural funnel B) cultural production system (CPS) C) cultural distribution system (CDS) D) cultural gatekeeping process (CGP)
B
40) Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character. Before this he was unaware of the practice of ________, in which companies input promotions for their products into the games. A) cultural jamming B) advergaming C) promo-gaming D) video smoothing
B
44) 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 would never think of walking around the beach in her underwear. This is an example of the power of ________ to modify expectations and behavior. A) the complexity paradox of fashion B) cultural categories C) trickle-up effects D) generational fads
B
45) Jenny went into a very strange store on her shopping visit. The entire store carried clothing that might have been worn by vampires a hundred years ago. Everything was black and looked like it came from a gothic novel. Jenny said, "I love new fashion, but this stuff just creeps me out!" What behavioral science model of fashion explains why period and theme clothing such as ruffled shirts and vampire capes could gain fashion popularity for many consumers? A) psychological B) sociological C) economic D) medical
B
46) 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 behavior is best explained by the ________ theory of fashion. A) trickle-down B) trickle-up C) trickle-across D) trickle-skipping
B
47) 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 processes of the brands. Sally would fit into which major segment for global consumers? A) global citizens B) global dreamers C) antiglobals D) global agnostics
B
5) Which of the following statements would be viewed as most true about styles? A) A style typically starts in a large group of people as a safe but unique statement. B) Styles are often a reflection of more fundamental societal trends. C) Influential people play only a minor role in deciding which styles will succeed. D) Styles most often result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.
B
7) In the cultural production process, the people who control the flow of information between producers and customers are called ________. A) lead users B) cultural gatekeepers C) cultural transformers D) innovators
B
12) Stories, movies, and art products follow a cultural ________ when they utilize familiar roles and props in a consistent manner. A) stereotype B) placement C) formula D) symbolic deviation
C
15) Using chemical washes to create "used jeans" is an example of marketing's attempt at ________. A) sensory stimulation and deprivation B) product placement C) reality engineering D) cultural programming
C
17) Promoters attempt to have their products shown prominently in full-length films. This is a promotion referred to as ________. A) movie marketing B) licensed branding C) product placement D) advertainment
C
22) A ________ innovation is a new product that creates major changes in the way we live. A) globally continuous B) continuous C) discontinuous D) dynamically continuous
C
24) 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 odorless, nontoxic, and non-staining. This example illustrates which of the following prerequisites for new product success? A) compatibility B) complexity C) relative advantage D) trialability
C
3) The culture we live in creates the meaning of everyday products; these meanings move through a society to consumers. Meaning transfer is largely accomplished by ________. A) product design and distribution B) product design and pricing C) advertising and fashion industries D) public relations and the music industry
C
30) Products and services can be made and sold across international borders. A product marketed by focusing on the variations across cultures is marketed according to a(n) ________ perspective. A) etonic B) etic C) emic D) generic
C
35) Some musical artists have had an influence not only on music but also on the fashion that accompanies the subculture of consumers who listen to their music. In this scenario, which of the following cultural production system subsystems do these artists belong to? A) a managerial subsystem B) an advertising subsystem C) a creative subsystem D) a communications subsystem
C
38) Sam was watching re-runs of famous NBA all-star games. Just after Michael Jordon scored on his famous jump shot, the screen focused specifically on Jordan's Air Jordan shoes as he raced back up the court. Showing the Air Jordans at this point in the video is an example of ________. A) sports engineering B) aesthetic market research C) product placement D) product engineering
C
4) Products are winnowed out as they make their way down the path from conception to consumption, a process called ________. A) diffusion B) cooptation C) cultural selection D) cultural mapping
C
42) Several years ago, a new Lincoln Mark VIII automobile design was introduced with several features added that had never been seen in a car before. The car had a ten-cartridge CD changer (stored in the trunk), a special garage door-opener button, technology allowing the driver to talk on a car phone without having to use her hands, and an air-suspension ride that raised and lowered the car for different driving conditions. Which of the following best describes the types of innovations that were included in the classic Lincoln Mark VIII? A) revolutionary innovation B) continuous innovation C) dynamically continuous innovation D) discontinuous innovation
C
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 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.
C
8) A cultural production system has three major subsystems. Which of the following is NOT one of those subsystems? A) a creative subsystem B) a managerial subsystem C) a branding subsystem D) a communication subsystem
C
13) There is a cultural formula in many public art forms. According to information presented in the text, which of the following is the best illustration of the formulaic weaponry used in the family sitcom? A) a six-gun or rifle B) There is no weaponry in the sitcom formula. C) a pistol or fists D) insults
D
19) As gaming pursues a mass market, many marketers are turning to a new strategy called ________, in which online games merge with interactive advertisements that let companies target specific types of consumers. A) virtual advertising B) psycho-advertising C) plinking D) advergaming
D
2) It is quite common for mainstream culture to modify symbols identified with "cutting edge" subcultures and present these to a larger audience. Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders. A) innovation B) transformation C) diffusion D) cooptation
D
20) In the diffusion of innovation process, the ________ are the one-sixth of the population that is very slow to adopt. A) innovators B) early adopters C) late adopters D) laggards
D
23) Consumers can experiment with an innovation that has the attribute of ________ before committing to it. A) compatibility B) complexity C) relative advantage D) trialability
D
27) The fashion life cycle is quite similar to the ________ in its shape and stage development. A) innovation process B) retail life cycle C) innovation cycle D) diffusion process
D
31) People have various ways of regarding the role of technology in their lives. Research has classified those who see technology as a way to attain pleasure as ________. A) Techtopians B) Work Machines C) Green Luddites D) Techpressives
D
32) Author Harold Robbins was famous in the 1970s for his sexy adventure stories about "jetsetters." 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) role model C) sensual icon D) cultural gatekeeper
D
36) 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) art products B) style and cultural icons C) proto-typical products D) craft products
D
39) Many manufacturers of products now pay large sums of money to have their products appear in a timely or flattering position in movies. For example, a Reebok shoe box (containing a secret bank book) played a significant and recurring role in the highly successful romantic thriller Ghost. When companies pay to have their products appear in this manner, they are participating in what the text calls ________. A) sensory stimulation and deprivation B) psychodrama C) product engineering D) product placement
D
43) Henri was hired by a winery in an obscure town in the Western states. The winery produced a fine, full-bodied wine that was excellent, but no one associated this area of the country with wine production. Henri worked at inventing a new symbolic meaning for this wine and thought of ways to transfer that meaning to the wine. He was involved in a ________. A) cultural transfer B) compatibility transference C) fad creation D) fashion system
D
50) Of the following, which has a cycle (based on number of adoptions over time) that is slowest to reach the regression stage? A) a fad B) a cyclical fad C) a fashion D) a classic
D
9) Many judges or "tastemakers" influence the products that are eventually offered to consumers. Another term for this set of influence agents is the ________. A) collective selectors B) consumerspace C) consumer-generated sector D) throughput sector
D
