Chapter 15

Question 1

Compatibility

Answer 1

Matching an innovation or product with the consumer’s lifestyle.

Question 2

Innovators

Answer 2

People who are always on the lookout for novel developments and will be the first to try a new offering (Cath’s brother is an example).

Question 3

Reality Engineering

Answer 3

The process whereby elements of popular culture are appropriated by marketers and become integrated into marketing strategies.

Question 4

Fashion Lifecycle

Answer 4

The stages in the life of a fashion as it progresses from introduction to obsolescence.

Question 5

Product Placement

Answer 5

The insertion of specific brands or the use of brand names in movie and television scripts.

Question 6

Cultural Production Systems

Answer 6

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

Question 7

Fad

Answer 7

A very short-lived fashion.

Question 8

Dynamic Discontinuos Innovation

Answer 8

A product change or new product that requires a moderate amount of adaption by the adopter.

Question 9

Early Adopters

Answer 9

People receptive to new styles because they are involved in the product category and place high value on being in fashion.

Question 10

Trialability

Answer 10

The ability of consumers to try a product before they purchase it.

Question 11

Continuous Innovation

Answer 11

A product change or new product that requires relatively little adaptation by the adopter.

Question 12

Advergaming

Answer 12

The merging of online game with interactive advertisements featuring real products.

Question 13

Fashion System

Answer 13

Those people and organizations involved in creating symbolic means and transferring these meanings to cultural goods.

Question 14

Cultural Formula

Answer 14

A media event in which certain roles and props tend to occur consistently.

Question 15

Observability

Answer 15

The level of product visibility.

Question 16

Diffusion of Innovation

Answer 16

The process whereby a new product, service, or idea spreads through a population.

Question 17

Discontinuous Innovation

Answer 17

A product change or new product that requires a significant amount of adaptation by the adopter.

Question 18

Relative Advantage

Answer 18

The benefits a product can provide over other competing products.

Question 19

Complexity

Answer 19

The level of product difficulty to understand or use.

Question 20

What is “culture”?

Answer 20

Culture is society’s personality and the shared meanings, rituals, norms and traditions among the member of an organization or society.

Question 21

Instruments of “Movement of Meaning?”

Answer 21

1. Advertising and Fashion Systems

2. Consumption Rituals

Question 22

Destinations of Movement of Meaning?

Answer 22

Cultural Values and Symbols –> Consumer Goods –> Individual Consumer

Question 23

What are some characteristics of fashion/popular culture?

Answer 23

1. Evolving choices
2. Style begins as risky by small group, but begin to spread.
3. Cultural products travel widely
4. Influential media people decide which will succeed (Ie. OPRAH)
5. Most styles eventually wear out or are replaced.

Question 24

Three major Culture Production Systems (CPS)?

Answer 24

1. Creative system - Ex. Music, movie etc.
2. Managerial subsystem - Ex. Producer, manager etc. (Warner Records)
3. Communications subsystem Ex. Advertising and publicity agencies

Question 25

Examples of Cultural Gatekeepers?

Answer 25

Casting directors, textbook authors, opinion leaders, friends, family etc.

Question 26

_________ __________ are responsible for filtering the overflow of information and materials for customers.

Answer 26

Cultural Gatekeepers

Question 27

Example of high and low culture blending together

Answer 27

Costco sells fine art prints of Picasso

Question 28

______ _______ churns out products for a mass market; aiming to lease average taste of undifferentiated audience

Answer 28

Mass culture. An example of this is "No Name" brand products which are meant for mass market use.

Question 29

What makes advergaming successful?

Answer 29

1. Marketers can track usage and conduct market research. 2. Games and products can be tailored to user profiles 3. Gamers are more sophisticated and represent the general population. 4. Format gives advertisers great flexibility 5. Online games are merging with interactive ads - better targeting

Question 30

Types of Adopters

Answer 30

1. Innovators 2. Early Adopters 3. Early Majority 4. Late Majority 5. Laggards

Question 31

These type of adopters are traditionalists, locally orientated in terms of their networks and are less educated and older.

Answer 31

Laggards

Question 32

These type of adopters are venturesome, less risk averse, younger, higher income, better educated and active information seekers.

Answer 32

Innovators

Question 33

These type of adopters are skeptical consumers, doubtful of the benefits of adoption.

Answer 33

Late Majority

Question 34

These type of adopters are highly involved with trends. Opinion leaders within local reference groups.

Answer 34

Early Adopters

Question 35

These type of adopters are deliberative decision makers. They rely heavily in interpersonal information sources.

Answer 35

Early Majoirty

Question 36

List the five prerequisites for successful adoption.

Answer 36

1. Compatibility 2. Trialability 3. Complexity 4. Observability 5. Relative Advantage

Question 37

What are "Cultural Categories"?

Answer 37

Culture makes distinctions between different times, leisure and work, and gender. Ex. The Western Look, Novelle Cousine, New Wave, Modern.

Question 38

The Economical Models of Fashion?

Answer 38

Supply and demand - parody display, prestige-exclusivity effect and the snob effect.

Question 39

The six steps in the "Normal Fashion Cycle"

Answer 39

1. Innovation 2. Rise 3. Acceleration 4. General Acceptance 5. Decline 6. Obsolescence

Question 40

Guidelines for long-term trends (not fads).

Answer 40

1. Fits in with basic lifestyle changes 2. Real benefit should be evident 3. Can be personalized 4. Not a side effect of carryover effect Important market segments adopt change.