CH 14 quiz
Jessie's travel agency interweaves marketing messages with mythical stories promising consumers that they will "experience journeys of enlightenment regarding how all components of the universe come together" when they take part in her unique travel packages to lost cities and ancient ruins. As learned in this chapter, myths serve four interrelated functions in culture. Which function has Jessie applied in her marketing approach?
Cosmological
________ refers to the process whereby a new product, service, or idea spreads through a population.
Diffusion of innovations
Which of Hofstede's Dimensions of National Culture measures the extent to which a society allows relatively free gratification of basic and natural human drives related to enjoying life and having fun?
Indulgence versus restraint
________ are stories with symbolic elements that represent a culture's ideals. Advertising, movies, and other media transmit these symbolic elements in modern times.
Myths
________ is a net exporter of popular culture. Consumers around the world eagerly adopt their products, especially entertainment vehicles.
The United States
We identify different classes of fashion when we look at the relative length of their ________ cycles. Many fashions have a moderate cycle, taking several months or even years to work their way through the various stages; others are extremely long-lived or short-lived.
acceptance
Keds sneakers, introduced in 1917, appeal to those who are turned off by the high-fashion, trendy appeal of Nike or Reebok. Market researchers refer to Keds as (a) ________.
classic
Objectification occurs when sacred qualities are attributed to everday items, like a baseball. One way that this process occurs is by ________, whereby objects we associate with sacred events or people become sacred in their own right.
contamination
When mainstream culture modifies symbols from "cutting-edge" subcultures for a larger audience to consume, the cultural products undergo a process of ________ in which outsiders transform their original meanings.
cooptation
According to market researchers, a(n) ________ is an object admired for the beauty with which it performs some function.
craft product
Marketers use the term ________ to describe the process whereby foreign influences integrate with local meanings. In India, beggars sell bottles of Coke from tricycles, and Indipop, a popular music hybrid, mixes traditional styles with rock, rap, and reggae.
creolization
The transition of Turkish tea to a mass-market product illustrates the process of ________.
desacralization
According to information learned in this chapter, a consumer's culture exerts a big influence on his or her lifestyle choices; therefore, marketers must learn as much as possible about differences in cultural norms and preferences when they ________.
do business in more than one country
Isa, a market researcher, believes that each culture is unique, with its own value system conventions, and regulations. Isa is a follower of the ________.
emic perspective
A(n) ________ is a short-lived fashion. Relatively few people adopt this product, but it can spread quickly.
fad
Patricia is said to be __________, as she has a problem discarding used objects, versus Jennifer, who systematically acquires a particular set of X-Files memorabilia.
hoarding
In some cases, a portion of the population purposely waits to accept an innovation because they assume that the company will improve its technology or that its price will fall after it has been on the market for a while. Marketers call these people ________.
late adopters
According to market research, myths serve four interrelated functions in a culture, one of which is to provide models for personal conduct. Researchers call this function ________.
psychological
Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals. The gift-giving ritual is comprised of three stages: gestation, presentation, and ________.
reformulation
A(n) ________is a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.
ritual
According to the Gartner Hype Cycle there is a time period in the innovation cycle where people really start to understand how the innovation can be used. This time period is called the __________________.
slope of enlightenment
One factor that affects the demand curve for fashion items is the ________, in which lower prices actually reduce demand for the product.
snob effect
Approximately one-sixth of the population is quick to adopt new products and another one-sixth, known as ________, are slow. The remaining two-thirds of the population, known as ________, fall somewhere in the middle.
laggards; late adopters
