A Major Tennis Manufacturer, After Analysis of Life Style and Demographic

question 66

Multiple Choice

A major tennis manufacturer, after analysis of life style and demographic data, believes that by 1996, 60 percent of the women in America will be actively involved in sports.It has, therefore, started to develop a whole new line of sports equipment for women.The tennis manufacturer has identified a new need by

• A)using perceptual maps.
• B)studying social and environmental trends.
• C)benefit structure analysis.
• D)analysis of relevant portions of consumer diaries.
• E)conducting focus group interviews.

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Definitions:

Cultural Lag

Is the tendency of symbolic culture to change more slowly than material culture.

Symbolic Culture

The aspects of culture that exist in nonmaterial forms such as language, rituals, values, and norms.

Material Culture

The physical objects, resources, and spaces that people use to define their culture, reflecting the beliefs, customs, and values of a society.

Rationalization

The process of replacing traditional, spontaneous, and emotional forms of thought and action with calculated, efficient, and logical ones, often associated with modern industrial societies.