978-1260100044 Test Bank Chapter 7 Part 2

7-21

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 07-04 Discuss within-group communications and the importance of word-of-mouth communications to marketers.

Topic: Communications Within Groups and Opinion Leadership

47. What percentage of consumers believe consumer-generated content (CGC) is the most authentic form of all

content?

A. 20 percent

B. 40 percent

C. 60 percent

D. 80 percent

E. 90 percent

48. Stephanie is 19 years old and is a participant in social media in that she creates content of her own about her

favorite brands of makeup—Web pages, blogs, video and video uploads to places like YouTube. The information

created by Stephanie can be classified as?

A. consumer-generated content

B. online communities

C. brand-created content

D. consumer review sites

E. blogging

49. Consumer-generated content helps brands do which of the following?

A. engage with consumers

B. increase the brand’s sales

C. increase the brand’s awareness

D. All of these choices are correct.

E. increase the brand’s sales and increase the brand’s awareness

50. Howard is 30 years old and creates his own content related to his favorite brand of hardware. Consumers like

Howard who generate content online can be considered a(n)

A. creator.

B. brand leader.

C. interpreter.

D. opinion leader.

E. market leader.

51. Which of the following statements is false regarding word-of-mouth (WOM) communications?

A. It is estimated that over 80% of all consumer product decisions are influenced by WOM.

B. Negative experiences are powerful motivators of WOM.

C. Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial

WOM.

D. Not all personal sources are equal in value.

E. Consumers generally trust advertising as much as they do WOM.

7-23

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 07-04 Discuss within-group communications and the importance of word-of-mouth communications to marketers.

Topic: Communications Within Groups and Opinion Leadership

52. Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and

colleagues are known as

A. opinion leaders.

B. market mavens.

C. interpreters.

D. screeners.

E. market leaders.

53. John doesn’t know very much about electronic equipment, but he wanted to get his girlfriend wireless

headphones for her birthday. His roommate, Hank, knows all about these types of products and made a

recommendation to John. For this product category, Hank is known as a(n)

A. market maven.

B. opinion leader.

C. interpreter.

D. screener.

E. market leader.

54. The process of one person receiving information from the mass media or other sources and passing it on to

others is known as the

A. direct flow of communication.

B. one-step flow of communication.

C. two-step flow of communication.

D. multistep flow of communication.

E. impersonal/personal flow of communication.

55. The __________ flow of communication involves opinion leaders for a particular product area who actively seek

relevant information from the mass media as well as other sources. These opinion leaders process this information

and transmit their interpretations of it to some members of their groups, and these group members also receive

information from the mass media and other members who are not opinion leaders as well.

A. direct

B. two-step

C. multistep

D. dispersion

E. inoculation

56. Several consumers rely on information they obtain from others they see as knowledgeable about a specific

product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing

communications (i.e., advertisements) and other people that are not experts in the product category. Which type of

communication flow does this represent?

A. direct

B. two-step

C. multistep

D. rapid

E. efficient

57. The exchange of advice and information between group members can occur

A. direct flow of communication.

B. directly in the form of WOM when one individual volunteers information.

C. indirectly through observation as a by-product of normal group interaction.

D. directly in the form of WOM when one individual seeks information from another and directly in the form of

WOM when one individual volunteers information.

E. directly in the form of WOM when one individual seeks information from another, directly in the form of WOM

when one individual volunteers information, and indirectly through observation as a by-product of normal group

interaction.

58. Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other

than how to turn one on and use it. She expects to pay over $1,000 for this computer, so this is an important decision

for her and she wants to make the right choice. For Jamie, this represents a(n)

A. enduring purchase situation.

B. marketing dilemma.

C. high-involvement purchase situation.

D. consumer dilemma.

E. Asch phenomenon.

59. In which situation is the likelihood of an individual seeking an opinion leader high?

A. high product/purchase involvement and low product knowledge

B. high product/purchase involvement and high product knowledge

C. low product/purchase involvement and low product knowledge

D. low product/purchase involvement and high product knowledge

E. low product/purchase involvement and either high or low product knowledge

60. Which of the following characterizes opinion leaders?

A. younger

B. older

C. enduring involvement in the product or activity

D. highly educated

E. high income

7-27

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 07-05 Understand opinion leaders (both online and offline) and their importance to marketers.

Topic: Characteristics of Opinion Leaders

61. Mitch seems to know everything about cars—at least that’s what his friends and family think. He has been

involved with cars since he was a child and even took an engine apart and put it back together again by the time he

was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are

interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered

a(n)

A. product maven.

B. opinion leader.

C. product fanatic.

D. product endorser.

E. market leader.

62. Some individuals have information about many different kinds of products, places to shop, and other aspects of

markets. They can be considered a special type of opinion leader and are known as

A. product experts.

B. shopping experts.

C. personal shoppers.

D. market mavens.

E. market leaders.

63. Rayna provides a significant amount of information to others across a wide array of products, including durables

and nondurables, services, and store type. She can provide information on product quality, sales, usual prices,

product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best

described as a(n)

A. opinion leader.

B. market maven.

C. shopping expert.

D. market leader.

E. influencer.

64. Recent research has shown that over 80 percent of this type of opinion leader follow trends in technology and

electronics. These opinion leaders are called:

A. brand mavens

B. brand ambassadors

C. shopping experts

D. market leaders

E. influentials

65. Market mavens are more likely than the rest of the population to engage in which of the following behaviors?

A. compare prices

B. shop in stores

C. switch brands

D. All of these choices are correct.

E. None of these choices are correct.

66. With respect to advertising, __________ can involve themes designed to encourage current owners to talk about

the brand or prospective owners to ask current owners for their impressions.

A. simulating

B. stimulating

C. parroting

D. modeling

E. slice of life

67. With respect to advertising, __________ opinion leadership can involve presenting the results of surveys

showing that a high percentage of either knowledgeable individuals or typical users recommend the brand.

A. simulating

B. stimulating

C. parroting

D. modeling

E. faking

7-30

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Hard

Gradable: automatic

Learning Objective: 07-05 Understand opinion leaders (both online and offline) and their importance to marketers.

Topic: Marketing Strategy, WOM, and Opinion Leadership

68. Nonconventional marketing activities that use a limited budget and can increase buzz are known as

A. gorilla tactics.

B. guerilla marketing.

C. undercover marketing.

D. online guides.

E. e-gossip.

69. __________ is defined as the exponential expansion of word-of-mouth.

A. Dispersion

B. Buzz

C. Infection

D. Gossip

E. Dissemination

70. Which of the following is an online “pass-it-along” strategy?

A. online guides

B. dispersion

C. blogs

D. viral marketing

E. e-gossip

71. Twitter is an example of a

A. retailing online ordering service.

B. micro-blogging tool.

C. hyperlink to online car auctions.

D. buzz agent.

E. a brand community.

72. Companies like Samsung can be fined for buying positive online reviews of themselves and negative reviews of

their competitors. This practice of buying “fake” reviews is known as

A. micro-blogging.

B. astroturfing.

C. viral marketing.

D. tweeting.

E. cyber chatting.

7-32

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: automatic

Learning Objective: 07-05 Understand opinion leaders (both online and offline) and their importance to marketers.

Topic: Marketing Strategy, WOM, and Opinion Leadership

73. Whether or not a new idea, practice, or product is an innovation is determined by

A. statements made by a celebrity spokesperson.

B. product demonstration in an infomercial.

C. the perception of the potential market.

D. an objective measure of technological change.

E. packaging that states “new and improved”.

74. Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that

are unimportant to the consumer?

A. continuous innovation

B. dynamically continuous innovation

C. discontinuous innovation

D. technological innovation

E. nontechnological innovation

75. Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it

only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the

pictures instead of taking a roll of film to a processor. This is an example of a __________ innovation.

A. continuous

B. dynamically continuous

C. discontinuous

D. technological

E. nontechnological

76. When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages

known as the

A. product life cycle.

B. consumer life cycle.

C. adoption process.

D. consumption process.

E. diffusion of innovations.

77. The manner in which innovations spread throughout a market is referred to as the

A. adoption process.

B. consumer decision-making process.

C. innovation process.

D. diffusion process.

E. dissemination process.