Question 1

New York's attorney general declared that most of Airbnb's listings in the Big Apple are illegal.

Accepted Answer

New York's attorney general reported that the majority of Airbnb's listings in New York City violated local laws, primarily due to regulations that prohibit short-term rentals of less than 30 days in buildings with three or more units unless the host is present.

Question 2

According to Roger's diffusion theory,most customers will not purchase expensive products without the "hands-on" experience marketers call "trial."

Accepted Answer

Roger's diffusion theory emphasizes the importance of the "trial" phase in the adoption process, where potential adopters can experiment with the innovation before making a full commitment, especially for expensive products. This hands-on experience helps reduce uncertainty and increases the likelihood of adoption.

Question 3

One of the basic elements of sociologist Everett Rogers study on the diffusion theory is the concept of an "adoption process." The first step in this adoption process is:

Accepted Answer

The first step in Everett Rogers' adoption process, as outlined in his diffusion theory, is "awareness." This stage involves individuals becoming aware of an innovation but lacking full information about how it works.

Question 4

Former Disney chairperson Michael Eisner and other company executives were blinded by ethnocentrism and the self-reference criterion (SRC).

Accepted Answer

The answer of Former Disney chairperson Michael Eisner and other...

Question 5

There are specific characteristics of innovations that affect which innovations are adopted.Define those characteristics giving examples of products or services.

Accepted Answer

The answer of There are specific characteristics of innovations that...

Question 6

Comparing and contrasting the diffusion of innovations in Western countries and in Asia,one can say that:

Accepted Answer

The adoption process in Asia often starts more slowly due to factors such as cultural conservatism, regulatory environments, or infrastructure challenges. However, once adoption begins, it can accelerate quickly, often surpassing rates in Western countries due to high population densities, rapid urbanization, and the leapfrogging of technology stages.

Question 7

Long-term values include persistence (perseverance),defined as a general tenacity in the pursuit of a goal.

Accepted Answer

Persistence (perseverance) is indeed considered a long-term value as it reflects an individual's commitment and tenacity in pursuing goals over time, demonstrating a consistent and enduring approach to achieving objectives.

Question 8

Together,innovators and early adopters make up about ________ of the potential market for a new product.

Accepted Answer

Innovators and early adopters together make up about 16 percent of the potential market for a new product, with innovators comprising approximately 2.5% and early adopters about 13.5%.

Question 9

If a marketing manager plans to enter newly industrializing-countries (NICs)or other Asian markets with a product that has proved to be successful in the home market,the product's diffusion processes are likely to be:

Accepted Answer

Entering newly industrializing countries (NICs) or other Asian markets with a product that has already been successful in the home market can lead to a much faster diffusion process. This is because the product has already proven its value and utility in one market, and similar needs or desires in the new market can lead to rapid adoption, especially if the product fills an existing gap or meets an unmet need. Additionally, the globalization of media and the internet can help spread awareness of the product more quickly than in the past.

Question 10

Which of the following is true about the innovation diffusion process in Asia?

Accepted Answer

Each statement accurately reflects aspects of the innovation diffusion process in Asia. Japan's high-context culture and homogeneous population (A) influence communication and adoption patterns. The cultural value of risk avoidance (B) can impact the number of innovators. The pattern of adoption following innovators (C) and the rapid spread of successful products across Asian markets (D) are also observed phenomena in the region.

Question 11

Reference to one's own cultural values or self-reference criterion (SRC)can create a cultural myopia.It can consciously or unconsciously create considerable problems for marketing professionals.Using Walt Disney's decision to build a theme park in France,address the problem,following a systematic framework.

Accepted Answer

The answer of Reference to one's own cultural values or...

Question 12

To speed adoption of a new product,a marketing team should:

Accepted Answer

Ensuring that features and benefits can be communicated or demonstrated helps potential customers understand the value of the product, which can speed up adoption.

Question 13

One of the basic elements of Rogers diffusion theory is the concept of adoption process which deals with the mental stages through which an individual passes from the time of his or her first knowledge of an innovation to the time of product adoption or purchase.Briefly describe these stages giving examples of Apples' iPhone.

Accepted Answer

The answer of One of the basic elements of Rogers...

Question 14

An innovation can mean all of the following except:

Accepted Answer

The answer of An innovation can mean all of the...

Question 15

Adopter categories are classifications of individuals within a market,based on their innovativeness.When Apple introduced the Apple watch people waited in long lines before the doors opened.According to experts,those people can be categorized as:

Accepted Answer

Innovators are the first individuals to adopt a new product, often willing to take risks and are the first to purchase new innovations, such as the Apple Watch upon its release. They are characterized by their desire to be the first to have new technologies, which aligns with the behavior of people waiting in long lines before a product launch.

Question 16

A new digital cassette recorder from Philips was a market failure,in part because advertisements did not clearly mention the fact that the product could make CD-quality recordings using new cassette technology while still playing older,analog tapes.This is an example of:

Accepted Answer

The failure is attributed to the advertisements not clearly communicating the product's key features and benefits, which is an issue of communicability.

Question 17

Which of the following can negatively influence the rate of diffusion of an innovation?

Accepted Answer

High complexity can negatively influence the rate of diffusion of an innovation because if a new idea or product is perceived as complicated or difficult to understand and use, potential adopters are less likely to adopt it.

Question 18

Airbnb has become a source of social glue and a new pattern of trust due to all of the following factors,except:

Accepted Answer

The answer of Airbnb has become a source of social...

Question 19

When Walt Disney Company's executives were planning to build a theme park in France,they firmly believed that the success of McDonald's and Coke as well as their own success in Tokyo ensured the runaway success of their plans.Disney policies prohibit sale or consumption of alcohol inside their theme parks,which they also implemented in France.This proved to be a failure since consuming wine with the midday meal is a long-established custom in France.This is most likely a classical example of:

Accepted Answer

Disney's failure to adapt to the local custom of consuming wine with meals in France, despite their global brand success, is an example of being victim to the self-reference criterion. This means they applied their own cultural norms (no alcohol policy) without adequately considering the local culture's preferences.

Question 20

Which of the following shows the correct order of the product adoption process?

Accepted Answer

The correct order of the product adoption process is: awareness (first, potential customers must become aware of the product), interest (then, they develop an interest in learning more about it), evaluation (next, they evaluate the product against their needs and other products), trial (after that, they might try the product to see if it meets their expectations), and finally adoption (if the product meets their needs, they adopt it). This sequence is best represented by option D.

Quiz 4: Social and Cultural Environments