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14767
14767
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Chapter 9 - Digital Marketing and Social Networking
1. Describe the opportunities that have evolved in marketing due to the use of digital media.
ANSWER: Digital media are electronic media that function using digital codes—when we refer
to digital media, we are referring to media available via computers, mobile devices,
and other digital devices that have been released in recent years. Marketers can
use a number of digital media sites, including YouTube, Facebook, Pinterest, and
Flickr, to promote products and create company awareness. The phenomenal
growth of the Internet has provided unprecedented opportunities for marketers to
forge interactive relationships with consumers. Digital media have made it possible
to target markets more precisely and reach markets that were previously
inaccessible. One of the most important benefits of e-marketing is the ability of
marketers and customers to share information. Today’s marketers can use the
Internet to form relationships with a variety of stakeholders, including customers,
employees, and suppliers.
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Comprehension
4. List the various types of digital media and technologies that are available for the marketer to use in reaching
consumers.
ANSWER: The types of digital media and technologies that are available for the marketer to
use in reaching consumers are social networking sites, blogs, wikis, media-sharing
sites, virtual reality sites, mobile devices, applications, and widgets.
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Technology
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
7. Explain how digital marketing can help increase the efficiency of a company's distribution process.
ANSWER: The role of distribution is to make products available at the right time, at the right
place, and in the right quantities. Digital marketing can be viewed as a new
distribution channel that helps businesses increase efficiency. The ability to process
orders electronically and increase the speed of communications via the Internet
reduces inefficiencies, costs, and redundancies while increasing speed throughout
the marketing channel. Shipping times and costs have become an important
consideration in attracting consumers, prompting many companies to offer
consumers low shipping costs or next-day delivery.
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.04
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Distribution
TOPICS: A-Head: E-Marketing Strategy
KEYWORDS: Bloom's: Knowledge
8. Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.
ANSWER: In a push–pull dynamic, the firm that provides a product will push to get that product
in front of the consumer, while at the same time connectivity aids those channel
members that desire to find each other. This is the pull side of the dynamic. On the
other hand, a blog or Twitter feed can help a marketer communicate the availability
of products and how and when they can be purchased. This process can help push
products through the marketing channel to consumers or enable customers to pull
products through the marketing channel.
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.04
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Distribution
TOPICS: A-Head: E-Marketing Strategy
KEYWORDS: Bloom's: Comprehension
10. Electronic media that function using digital codes are called:
a. digital marketing.
b. digital media.
c. electronic marketing.
d. digital electronics.
e. e-marketing
ANSWER: b
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
11. _____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with
customers.
a. Digital marketing
b. Digital media
c. Electronic marketing
d. Digital electronics
e. E-marketing
ANSWER: a
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
12. Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering
the desires of customers using digital marketing?
a. Digital orientation
b. Digital media
c. Electronic marketing
d. Digital electronics
e. Electronic processing
ANSWER: c
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
ANSWER: e
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Comprehension
14. JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering
information about a consumer before a purchase is made, JC Penney is practicing:
a. addressability.
b. social networking.
c. interactivity.
d. accessibility.
e. control.
ANSWER: a
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Application
15. The ability of a marketer to identify customers before they make a purchase is called:
a. connectivity.
b. addressability.
c. interactivity.
d. accessibility.
e. control.
ANSWER: b
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
ANSWER: a
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
17. _____ is a characteristic of online media that provides linkages between information providers or marketers and
users or customers.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
19. _____ refers to customers' ability to regulate the information they view and the rate and sequence of their
exposure to that information.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
ANSWER: e
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Knowledge
20. Coca Cola Company entices consumers to its website through contests and games, but it cannot force people to
visit the website due to the _____ characteristic of online media.
a. accessibility
b. control
c. interactivity
d. addressability
e. connectivity
ANSWER: b
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.01
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Growth and Benefits of Digital Marketing
KEYWORDS: Bloom's: Application
21. Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the
purpose of getting acquainted and building a work-related network. This is an example of a(n):
a. virtual reality.
b. podcast.
c. recruiting tool.
d. social network.
e. employment opportunity.
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
22. Home Depot has developed software for iPhones that will allow users to match colors in photographs with the
store's selection of carpets. This is an example of a(n):
a. application (app).
b. keypad function.
c. voice-activated system.
d. digital system.
e. interactivity.
ANSWER: a
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
23. Smartphones contain _____ that help consumers access more information about businesses.
a. treatments
b. digits
c. modulars
d. actions
e. applications
ANSWER: e
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
25. One trend that has caused consumer-generated information to gain importance is:
a. the recession.
b. the globalization of companies.
c. the increase in store brands.
d. the increase of consumers using digital media to publicize their own product reviews.
e. the increase in consumer buying power.
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
26. One trend that has caused consumer-generated information to gain importance is:
a. an increase in mobile digital technology.
b. consumers' tendencies to trust other consumers over corporations.
c. the cultural trend of consumers being influenced by the "village."
d. the increase in adults other than parents influencing children.
e. a reduction in advertising expenditures.
ANSWER: b
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
27. Two trends that have caused consumer-generated information to gain importance are:
a. the recession and a reduction of advertising expenditures.
b. globalization and the cultural trend of consumers being influenced by the "village."
c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of
information from corporations.
d. an increase in mobile digital technology and store brands.
e. an increase in children's influence over the purchasing decision and the fact that adults other than parents
influence children.
ANSWER: c
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
28. Kyle is a new marketing manager for Anthropologie Inc. He believes that if Anthropologie Inc. wants to grow and
connect with its customers, then there is no better way than to use Facebook. As a result, marketers should:
a. establish a Facebook page.
b. avoid recommendations from customers via Facebook.
c. ignore the advice of customers on Facebook.
d. use multiple Facebook pages.
e. maintain strict control of consumers’ comments on Facebook.
ANSWER: a
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
29. Sonic Inc. communicates with its customers through _____, which is the most popular social networking site in the
world.
a. MySpace
b. Twitter
c. LinkedIn
d. Facebook
e. Blogs
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
30. IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video
contest, and generally find out the customers’ likes and dislikes. IHOP, in this example, is engaging in _____
marketing.
a. distance
b. relationship
c. multiple-phase
d. experiential
e. community
ANSWER: b
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
31. _____ are web-based journals in which writers can editorialize and interact with other Internet users.
a. Memes
b. Tweets
c. Blogs
d. Podcasts
e. Wikis
ANSWER: c
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
32. Papa Johns received negative publicity concerning the quality of the contents used in making their pizza. The
information in the news report was incorrect, and was corrected on the next newscast. However, Papa Johns
wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about
Papa John’s and the ingredients they use. This journal is an example of:
a. a meme.
b. a wiki.
c. a blog.
d. a podcast.
e. a tweet.
ANSWER: c
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
33. A _____ is a type of software that creates an interface that enables users to add or edit the content of some types
of websites.
a. meme
b. digital diary
c. blog
d. podcast
e. wiki
ANSWER: e
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
34. Some companies use _____ as internal tools for teams working on a project requiring lots of documentation.
a. Facebook pages
b. Fan Pages
c. Bings
d. wikis
e. Notebook pages
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
ANSWER: e
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
36. A furniture manufacturing firm is most likely to use _____ to market themselves visually by displaying snapshots of
company events, staff, and products.
a. Scribd
b. LinkedIn
c. Skyrockt
d. Flickr
e. East of the Web
ANSWER: d
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
ANSWER: c
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
38. Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of
digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video
marketing using _____ to engage and create a community of customers.
a. blogs
b. amateur filmmakers
c. Twitter announcements
d. advertising firms to develop videos
e. virtual realities
ANSWER: b
POINTS: 1
DIFFICULTY: Difficulty: Moderate
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: Strategy
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Application
39. _____ are audio or video files that can be downloaded from the Internet with a subscription that automatically
delivers new content to listening devices or personal computers.
a. Wikis
b. Blogs
c. Podcasts
d. Memes
e. Tweets
ANSWER: c
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Technology
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
40. Due to increasing consumer demand, many television networks are creating _____ of their shows.
a. podcasts
b. wikis
c. virtual realities
d. digital characters
e. imitations
ANSWER: a
POINTS: 1
DIFFICULTY: Difficulty: Easy
LEARNING OBJECTIVES: FOM.PRID.15.09.02
NATIONAL STANDARDS: United States - BUSPROG: Analytic
CORPORATE STANDARDS: DISC: International Perspective
TOPICS: A-Head: Types of Consumer-Generated Marketing and Digital Media
KEYWORDS: Bloom's: Knowledge
Jeu de boules.
NOTES:
[1] Parmi les principales corporations, on peut citer: les Drapierii,
Drapiers; les Cambiatores, Changeurs; les Cannabacerii, Marchands
de chanvre; les Macellarii, Bouchers; les Sartores, Tailleurs; les Fabri,
Ouvriers en métaux; les Sabaterii, Cordonniers, etc., etc.... Chaque
corporation occupait une rue qui portait son nom.
[2] Le mot poumpo appartient au dialecte marseillais; dans les
pays limitrophes, on dit fougasso qui vient du roman foua.
[3] Le comte de Provence en 1777, le comte d’Artois en 1814
eurent les honneurs de l’olivette, lors de leur voyage dans le Midi, et
c’est Aubagne qui leur offrit ce divertissement.
[4] Flacons de vin.
[5] C’est à l’église de l’ancienne abbaye de Saint-Victor, à
Marseille, que la tradition veut que l’on aille entendre la messe ce
jour-là et faire bénir les cierges, que l’on choisit verts pour les
différencier des autres. C’est également à la Chandeleur que l’on
vend un excellent gâteau, qui affecte la forme d’une navette,
probablement en souvenir des tisseurs de chanvre qui allaient ce
jour-là à Saint-Victor faire bénir leur instrument de travail pour
s’assurer une bonne année.
[6] En français; en espagnol, barbanzanos; en provençal, cèse.
[7] Le droit de pelote fut fixé par un arrêt du Parlement de
Provence, le 3 août 1717, à 15 livres pour les dots au-dessous de
3.000 livres. L’Abbé de la Jeunesse le percevait sur les artisans, le
lieutenant du Prince d’Amour sur la noblesse et le Roi de la Basoche
sur la bourgeoisie. De nos jours, c’est l’État qui perçoit le droit de
pelote sous la forme de droits d’enregistrement des contrats de
mariage.
[8] Armetto ou petite âme.
[9] La présence et le rôle du fusilier au temps d’Hérode n’est pas
ce qu’il y a de moins original dans ce spectacle.
[10] Roi de la pioche.
[11] Badache, altération du provençal Besaïsso: double pioche.
[12] Armetto, en provençal, pour âme malheureuse, âme du
purgatoire.]
[13] Santon, petite statuette en argile moulée et peinte
représentant des saints et tous les personnages bibliques et autres
de la crèche.
[14] Roumevage est formé de deux mots: Roumo viaggi, voyage à
Rome. En souvenir de Roumieu, mot employé pour désigner un
pèlerin qui allait à Rome. D’où l’usage de ce nom appliqué aux fêtes
communales et pèlerinages.
[15] Tintaino, léger, fragile; ce mot exprime également la pose
incertaine du jouteur, rendue plus instable par les mouvements du
bateau.
[16] Sorte de pontons.
[17] Nous donnerons, par la suite, sur le jeu de la Targo, dans le
chapitre relatif à la poésie provençale, un couplet qui indique
combien il est apprécié à Marseille.
[18] Brayettos, petite culotte.
II
USAGES
LE COSTUME
LES MŒURS