Case+Study+(+Chapter+6)

Group #1 Xie,Jiehao (Roger)** 1.embody(p195) "Important word"
 * Word Finder
 * 1** **:** to give a body to (a spirit) **:** incarnate
 * 2 a** **:** to deprive of spirituality **b** **:** to make concrete and perceptible
 * 3** **:** to cause to become a body or part of a body **:** incorporate
 * 4** **:** to represent in human or animal form **:** personify men who greatly //embodied// the idealism of American life

2.grunting(p195) "Intersting word" //intransitive verb// **:** to utter a grunt //transitive verb// **:** to utter with a grunt

3.truculent(p196)"New word"
 * 1** **:** feeling or displaying ferocity **:** cruel, savage
 * 2** **:** deadly, destructive
 * 3** **:** scathingly harsh **:** vitriolic
 * 4** **:** aggressively self-assertive **:** belligerent

4.connote(p198)"New word
 * 1** **:** to be associated with or inseparable from as a consequence or concomitant 
 * 2 a** **:** to convey in addition to exact explicit meaning  **b** **:** to imply as a logical connotation

5.idiosyncratic(p199)"Important word"
 * 1 a** **:** a peculiarity of constitution or temperament **:** an individualizing characteristic or quality **b** **:** individual hypersensitiveness (as to a drug or food)
 * 2** **:** characteristic peculiarity (as of temperament); //broadly// **:** eccentricity


 * Group #2 Huang, Sisi

1. Hard-core (Page 193) "new word"** Hard-core: (a.) 2> Extremely graphic or explicit (positive) 3> Stubbornly resistant to improvement or change (negative) ~hard core: (n.)
 * 1> Intensely loyal; die-hard (positive)**

Innovation: (n.) 2> Something newly introduced ~Innovator: (n.)
 * 2. Innovation (Page 196) "Important word"**
 * 1> The act of introducing something new**
 * [Key words]: Innovators, the Early Adopters, the Early Majority, the Late Majority, the Laggards

3. Chasm (Page 198) "new word"** Chasm: (n.) 1> A deep, steep-sided opening in the earth's surface; an abyss or a gorge. 2> A sudden interruption of continuity; a gap.
 * 3> A pronounced difference of opinion, interests, or loyalty.

4. Rumor (Page 201) "Important word"** Rumor: (n.) ~Rumor: (v.) 1> To spread or tell by rumor.
 * 1> Unverified information of uncertain origin usually spread by word of mouth; hearsay.**

Espionage:(n.)
 * 5. Espionage (Page202) "Interesting word"**
 * 1> The act or practice of spying or of using spies to obtain secret information, as about another government or a business competitor.

6. Savvy (Page 205) "Interesting word"** Savvy: (a.) ~Savvy: (n.) 1> Practical understanding or shrewdness ~Savvy: (v.) 1> To understand; comprehend
 * 1> Well informed and perceptive; shrewd**

Mainstream: (n.) 1> The prevailing current of thought, influence, or activity. ~Mainstream: (a.) ~Mainstream: (v.) 1> To integrate into regular school classes. 2> To incorporate into a prevailing group
 * 7. Mainstream (Page 207) "Important word"**
 * 1> Representing the prevalent attitudes and values of a society or group**

Trendsetter: (n.) 1> One that initiates or popularizes a trend.
 * 8. Trendsetter (Page 209) "Interesting word"

9. Cue (Page 212) "Important word" Cue: (n.) 1> A reminder or a prompting; A hint or suggestion.

10.Boutique (Page 214) "Interesting word"** Boutique: (n.) 1> A small retail shop that specializes in gifts, fashionable clothes, accessories,or food
 * 2> A small shop located within a large department store or supermarket.

11.Leveled, Sharpened, and assimilated (Page 213) "Key words"

Group #1 She, Wu Suk**

1 exaggerated 2 devoted 3 embarked 4 illustrate 5 deliberate 6 consultant 7 incompatible 8 kitschy 9 quintessential 10 stumbled
 * unduly or unrealistically magnified: to have an exaggerated opinion of oneself.
 * zealous or ardent in attachment, loyalty, or affection: a devoted friend.
 * to board a ship, aircraft, or other vehicle, as for a journey.
 * to furnish (a book, magazine, etc.) with drawings, pictures, or other artwork intended for explanation, elucidation, or adornment.
 * carefully weighed or considered; studied; intentional: a deliberate lie.
 * a person who gives professional or expert advice: a consultant on business methods.
 * not compatible; unable to exist together in harmony: She asked for a divorce because they were utterly incompatible.
 * something of tawdry design, appearance, or content created to appeal to popular or undiscriminating taste.
 * the pure and concentrated essence of a substance.
 * to strike the foot against something, as in walking or running, so as to stagger or fall; trip.

Group #1 Xing, Jia** I just found that one pair of my shoes is product of Airwalk, however, I did not notice before. That illustrate that normal looking of the Airwalk shoes is not attractive any more today. And the reason why I still buy is that pair of shoes it on sale for season change. As we know the top sale costume never on sale since season change, so we can imply that the shoes from Airwalk is not popular and many people won't buy it because it is a fashion to have a pair of Airwalk shoes. That fit the rule mentioned in the book, when things became normal it would be popular any more.
 * __Connector__

Connector You are the Connector. Your job is to find connections between the book and the world outside. This means connecting the reading to: This chapter, Case Study, has many connections to our real society. Role of translators is significant. For example, when I first saw Crocs, It was weird to me. However, after I met people who wore Crocs, unconsciously regrad Crocs was usual. This example shows that translator make people to understand innovators' thought. Lembesis produced creative advertisings. Connect to our real world, I experiecned Pepsi's advertisings. They are attractive to me. They used famous soccer players such as David Beckham, Ronaldo and et cetera. After that, I drunk Pepsi more than Coca-Cola. I want to connect speciality of products to our society. In Korea, Converse was a huge epidemic. Therefore, many students bought Converse. It caused some people avoided to buy that.
 * Group #2 Kim, Young Joon**

1. P.199 paragraph #2. This paragraph clearly showed how the connectors, Mavens, and Salesmen play their most important role. Also, it discussed again how they are connected with others. 2. P.201 paragraph #1 This paragraph talks about a example of a Chinese teacher who was traveling with a guidebook and spread information around the countryside, and suddenly was translate to a Japanese Spy was taking picture around the countryside. And this example which clearly indentify how to make the things go sharpen and leveled. 3. P.202 paragraph #2 This paragraph marked that memory experiments have been done in which subjects are given a story to read or a picture to look at and then asked to return, at intervals of several months, and reproduce what they had been shown. And it said if the subject was made sharpen and simultaneously. People will remember it better. This news surprised me. 4. P.206 paragraph #2 This paragraph explains how Mavens, Connectors, and Salesmen spread the word about Airwalk Company. 5. P.214 paragraph #2 This paragraph talks about the failing reason of Airwalk company, and which makes me feel interested to read the information.
 * __Passage Picker__**
 * Group #1 Chen, Po-Nien**

1. Page 195 Para. 1 This paragraph relates the context of this chapter to the whole book so that we can know both of them better. 2. Page 199 Para. 3 This paragraph analyse the three roles with the upor story then give deeper and clearer interpretation. 3. Page 213-215 Part 4 This part tells a airwalk story and give a good example for the key point of this chapter.
 * Group #2 l Li, Luosi**

__**Discussion Director**__ 1-What is the "Case Study"? 2-How did the Airwalk sell the shoes? 3-How the advertisement help the company? 4-What is Moore's arguing about? 5-How a rumor to spread? 6-What happen to Dalai Lama? 7-Why Airwalk shoes go down? 1- What are the main ideas about this chapter? 2- Why did the Air shoes decline after it was popular? 3- What do people think about the Chinese teacher? 4- Why did they think that he is Japans spy? 5- What did the company do to make the Lambesis? 6- Why did the monks get anger?
 * Group #1 Dai, Wei**
 * Group #2 Alyousef, Hassan Qassim**

__Travel Tracer__
 * Group #1** **Tu, Chieh Jen**

 1. Airwalk was cool. It sponsored professional skateboarders, and developed a cult following at the skate events,and after a few years had built up a comfortable $13 million-a-year business.. (p194) Where the action begins: San Diego Where the key events happened: southern California Where the events ended: southern California  2. A Chinese teacher who was asking for the direction, but it soon became a rumor that a Japanese spy had gone up the hill to take pictures of the region. (p200) Where the action begins: Maine Where the key events happened: Japan surrendered in WWII. Where the events ended: Maine 3. the most famous diffusion models or studies is Bruce Ryan and Neal Gross’s analysis of the spread of hybrid seed corn. (p196) Where the action begins: Iowa. Where the key events happened: Greene County. Where the events ended: Iowa.  4. A wonderful example of this strategy in action the city whose problems with drugs and disease, which those super-exchangers sound as though they have the skills to bridge the chasm between the medical community and the majority of drug users, who are hopelessly isolated from the information and institutions that could save their lives. (p206) Where the action begins: Baltimore Where the key events happened: street in Baltimore Where the events ended: Baltimore

** Group #2 Zou, Ying **
(p194) ** Where the key events happened: southern California Where the events ended: southern California **
 * 1. a company called Airwalk, little jewel of a brand, tipped into the ‘coolest’ brand among teenagers in the world by expanding their focus to more types of items.
 * Where the action begins: San Diego

(p201) ** **Where the action begins: Maine Where the key events happened: Japan Where the events ended: Maine**
 * 2. a sociologist named Gordon Allport pointed out what is meant by translation via a example involving a Chinese teacher.

to me, it means this brand want to sell special kinds of shoes to audience especially the youth, so that they can make a strong impact among the audience. The picture shows how they make the concept sepcial enough to the youth.**
 * 3. Airwalk company embarked on an aggressive grassroots campaign to meet the buyers for youth-oriented shoe stores.(P194)

As we can see, this chapter also mentioned that she is a striking women, who lives in the Hollywood Hills. This photo makes us see this women more clear what type she is.
 * 4. Lambesis hired DeeDee Gordon for finding out what those innovator ideas are. Gorden is similar to a Maven, who sees something cool, special and very potential to be hited for a company. (P207)

**

In my view, he changed the strategy of the brand. The shoes no more sells in special shops. The shoes are becoming zero-quality special. Lambesis takes notice at the marketing, but let the quality of shoes themself go. And that is the point lead to the over of the epidemic of the brand.
 * 5.Lambesis wanted the shoes to be planted everywhere. (P212)

the FIRST picture shows the way Airwalk do at the early period.(small but special shops) the SECOND picture shows the way Airwalk do at the later period when the magic epidemic is over.(huge malls and shopping center)**


 * 6.the chapter also mentioned that all asvertisements are entirely visual, rich in detail and visually arresting and funny way.(P196)**




 * __Illustrator__**
 * Group #1** **Ko, Ah Ra**








 * Group #2 Bai, Xueyin**



L__iterary Luminary:__ Your job is to choose a paragraph or sentences from the book to discuss with your group. Your purpose is to help other students by spotlighting something interesting, powerful, funny, puzzling, or important from the text. You can read parts aloud yourself, or ask another group member to read them. Include your reasons for picking the paragraphs or sections you did. Please record the page number and paragraph. _** _ __**Group #1** **Abdulghani, Rashad Essam**
 * __Literary Luminary__
 * Note: Please do not copy the entire paragraph**.
 * Page 194**__
 * Paragraph**
 * Under Lambesis's direction, Air walk exploded. In 1993, it had been a $ 16 million company. In 1994, it had sales of 44 million. In 1995, sales jumped to $15 million, and the year after that they hit $175 million. At its peak, Air walk was ranked by one major marketing research company as the thirteenth "coolest" brand among teenagers in the world and the number three footwear brand behind Nike and Adidas. Somehow, within the space of: year or two, air walk was jolted out of its quiet equilibrium on the beaches of southern California. In the mid-1990s, Air walk tipped.**
 * Reason**
 * I chose this paragraph because it goes to show that it is ok to reatchout for help from time to time, like when air walk got help from lambesis. (Why did they need help?**__**)**

__**Reason**__
 * Page 196**__
 * Paragraph**
 * Perhaps the best way to understand what Lambesis did is to go back to what sociologists call the diffusion Model, which is a detailed, academic way of looking at how a con­tagious idea or product or innovation moves through, a population. One of the most famous diffusion studies** **is Bruce Ryan and Neal Gross's analysis of the spread of** **hybrid seed corn in Greene County, Iowa,** **in the 1930s, The new corn seed was introduced in Iowa in 1928, and** **It was superior in every respect to the seed that had been used by farmers for decades before. But it wasn't adopted** **all at once. Of the 259 farmers studied by Ryan and Gross, only a handful had started planting the new seed by 1932 and 1933. In 1934, 16 took the plunge. In 1935, 11 followed, then 36, and the year after that a whopping and then 46, 36, 14, and 3, until by 1941,** **all but two of the 259 farmers studied were using the new seeds.**
 * I chose this paragraph because it shows how a good idea** can quickly spread like an epidemic**.( who made it spread?)**
 * It started with one hybrid corn seed in green county, Iowa to 259 farmers using the seed at that time.**


 * Page 199**
 * Paragraph**
 * Moore's book is entirely concerned with high technology. But there's no question that his arguments apply to other kinds of social epidemics as well. In the case of Hush Puppies, the downtown Manhattan kids who rediscovered the brand were wearing the shoes because Hush Puppies were identified with a dated, kitschy, fifties image. They) were wearing them precisely because no. one else would wear them. What they were looking for in** **fashion .was. A revolutionary statement. They were willing to take risks in** **order to set themselves apart.**
 * Reason**
 * I chose this paragraph because it shows that taking a risk can be good some time, like hush puppies when they toke a chance with their shoes; and that some kids would ware different kind of fashion (** **to set themselves apart) from what I am assuming from other people.**


 * Page 201-202**
 * Paragraph**
 * book The Psychology of Rumor, the sociol­ogist Gordon Allport writes of a rumor involving a Chinese teacher who was traveling through Maine on vacation in the summer of 1945> shortly before Japan's surrender to the Allies at the end of World War 2. The teacher was carrying a guidebook, hich said that a splendid view of the surrounding countryside could be seen from a certain local hilltop, and he stopped in a small town to ask directions. From that innocent request, a rumor quickly spread: a Japanese spy had gone up the hill to take pictures of the region. «The simple, unadorned facts that constitute the 'kernel of truth' in this rumor," Allport writes, "were from the outset distorted** **in ... three directions.» First of all the story was leveled.** **All kinds of details that are essential for understanding the true mean­ing of the incident were left out. There was no mention, AllPort points out, of "the courteous and timid approach of the visitor to the native of whom he inquired his Way; the fact that the visitor's precise nationality was unknown ... the fact that the visitor had allowed himself to be readily identified by people along the way." Then the Story was sharpened. The details that remained were made more specific. A man became a spy. Someone who looked Asian became Japanese. Sightseeing became espionage. The guidebook in the teacher's hand became a camera. Finally, a process of assimilation took place: the story was changed so it made more sense to those spreading the rumor. "A Chinese teacher on a holiday was a concept that could not arise in the minds of most farmers, for they did not know that some American universities employ Chi­nese scholars on their staffs and that these scholars, like other teachers, are entitled to summer holidays," Allport writes. "The novel situation was perforce assimilated in terms of the most available frames of reference." And what were those frames of reference? In 1945, in rural Maine, at a time when virtually every family had a son or relative involved in the war effort, the only way to make senseofa story like that was to fit it into the context of the war. Thus did Asian become Japanese, guidebook become camera, and sightseeing become espionage.**
 * Reason**
 * I chose this paragraph because it shows how a very small misunderstanding and a big rumor can cause a big problem, like when the people thot that the chines teacher was a Japanese spy and also a big factor in the story was the timing of the incident (ww2) that may have coused this misunderstanding.**


 * Page 209-210**
 * Paragraph**
 * Gordon's findings became the template for the Air** **walk campaign.** **If** **she found new trends or ideas or con­cepts that were catching fire among Innovators around ~e country, the firm would plant those same concepts m the Air walk ads they were creating. Once, for example, Gordon picked up on the fact that trendsetters were devel­oping a sudden interest in Tibet and the Dalai Lama. The influential rap band Beastie Boys were very publicly putting money into the Free Tibet campaign, and were bringing monks on stage at their concerts to give testimo­nials. "The Beastie Boys pushed that through and made it okay," Gordon remembers. So Lambesi's made a very funny Air walk ad with a young Air walk-wearing monk sitting at a desk in a classroom writing a test. He's looking down at his feet because he's written cheat notes on the side of his shoes.**
 * Reason**
 * I chose this paragraph because it teaches that people should be very careful when mocking an advertisement or a commercial because it might be very offensive to others, which may result to the destruction of the product.**


 * Page 213-214**
 * Paragraph**
 * The Air walk epidemic did not last. In 1997, the company's sales began to falter. The firm had production problems and difficulty filling their orders. In critical locations, Air walk failed to supply enough products for the back-to­ school season, and its once loyal distributors began to tumble against it. At the same time, the company began to lose that cutting-edge sensibility that it had traded on for so long. "When Air walk started, the product was directional and inventive. The shoes were very forward," said Chad Farmer. "We maintained the trendsetter focus on the mar­keting. But the product began to slip. The company began to listen more and more to the sales staff and the product started to get that homogenized, mainstream look. Every­body loved the marketing. In focus groups that we do, they still talk about how they Iniss it. But the number one complaint is what happened to the cool product?" Lambesis S strategy was based on translating Innovator shoes for the Majority. But suddenly Air walk wasn't an Innovator shoe anymore. "We made another, critical mistake," Lee Smith, the former president of Air walk says. "We had a segmen­tation strategy, where the small, independent core skate shops - the three hundred boutiques around the country that really created us - had a certain product line that was exclusive to them. They didn't want us to be in the mall. So what we did was, we segmented our product. We said to the core shops, you don't have to compete with the malls.** **It worked out very well." The boutiques were given the technical shoes: different designs, better materials, more padding, different cushioning systems, different rubber compounds, more expensive uppers. "We had a special sig­nature model- the Tony Hawk - for skateboarding, which was a lot beefier and more durable.** **It would retail for about eighty dollars. “The shoes Air walk distributed to Kinney's or Champ's or Foot Locker, meanwhile, were less elaborate and would retail for about $60. The Innovators always got to wear a different, more exclusive shoe than everyone else. The mainstream customer had the satisfac­tion of wearing the same brand as the cool kids.**
 * Reason**
 * I chose this paragraph because it shows the harsh reality of all good things must come to an end (well not all good things) but some companies must strategize and do studies to keep up with the market. (why did it come to an end?)**


 * Group #2 Lee Daso**l

Summarizer__ Group #1 Bai, Lirongzi

In this chapter, author begin his ideas with an example of "Airwalking" shoes. Why the shoes could sell that much is because the company used advertises to let people know why the different. Then, why the shoes started to fall down, that is because everybody wear them. What is meant by translation, mavens and connectors and salesmen do to an idea in order to make it contagious is to alter it in such a way that extraneous details are dropped and others are exaggerated so that the message itself comes to acquire a deeper meaning. From this article, there are a lot of complicated cases in this world. we need to consider connectors, mavens, stickiness factors and environment factors.


 * Group #2 Lee, Jihyung**

Summarize Firstly, the author talks about airwalk which was really epdemical to people. In 1993, it had been a $ 16 million company. In 1994, it had sales of 44 million. In 1995, sales jumped to $15 million, and the year after that they hit $175 million. However, the airwalk did not last that long. The reason is that they started to sell as mainstream look. Lambesis's intention was perform this very same service for Airwalk. The author talks about Mavens and Connectors and Salesmen to speread the wod about Airwalk.Also this chapter talks that people should be care ful that when do the advertisement because it would affect on people. For example, the monk whose name is 'Dalai Lama', he was really big issued because the company made the shoe isnto a tennis ball, and that made the reference less arch and more funny. It affects to Tibetan monks because the commercial was funny. Finally the company shut off the advertisement. There are a lot of jobs and examples about mavens, connectors and mavens. They all have jobs what they do. Change 0 of 0 [|<< First] [|< Previous] [|Next >] [|Last >>]