978-1260100044 Test Bank Chapter 7 Part 3

7-34

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 07-06 Discuss innovation diffusion and use an innovation analysis to develop marketing strategy.

Topic: Diffusion Process

78. Which of the following is a factor affecting the spread of innovations?

A. type of group

B. type of decision

C. compatibility

D. observability

E. All of these choices are correct.

79. Which factor affecting the spread of innovations refers to the consistency with the individual’s and group’s

values or beliefs?

A. relative advantage

B. complexity

C. compatibility

D. observability

E. type of decision

80. Which of the following is not an adopter category?

A. innovators

B. early adopters

C. early majority

D. late majority

E. procrastinators

81. Which adopter group represents the first 2.5 percent to adopt an innovation?

A. innovators

B. early adopters

C. early majority

D. late majority

E. laggards

82. Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just

couldn’t see the reason to purchase a new color television if his old one was working just fine. He finally purchased

one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n)

A. innovator.

B. early adopter.

C. early majority.

D. late majority.

E. laggard.

7-36

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Easy

Gradable: automatic

Learning Objective: 07-06 Discuss innovation diffusion and use an innovation analysis to develop marketing strategy.

Topic: Diffusion Process

83. Potential obstacles to rapid market acceptance of an innovation are known as

A. diffusion delayers.

B. laggards.

C. diffusion inhibitors.

D. diffusion detractors.

E. minimizers.

84. A reference group is a group whose presumed perspectives or values are being used by an individual as the basis

for his or her current behavior.

85. Roughly half of online teens report using social networking sites.

86. The top reason consumers want to interact with firms on social media is to be entertained.

87. A brand community is a geographically bound community, based on a structured set of social relationships

among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and

the firm.

88. Brand communities are relevant for basically any type of products.

89. An e-community is a community that interacts over time around a topic of interest on the Internet.

7-38

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 07-02 Discuss consumption subcultures, including brand and online communities and their importance for marketing.

Topic: Online Communities and Social Networks

90. Reference group influence can take three forms: informative, normative, and identification.

91. Group influence is strongest when the use of the product or brand is visible to the group.

92. Consumers do not believe consumer-generated content is authentic.

93. Positive experiences are more powerful motivators of WOM than are negative experiences.

7-39

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

94. Enduring involvement leads to enhanced knowledge about and experience with the product category or activity.

95. Generalized market influencers are referred to as opinion leaders.

96. Advertising can stimulate and simulate word-of-mouth but not opinion leadership.

97. Buzz is generally supported by large advertising budgets.

7-40

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

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

98. Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the

individual or group.

99. The more the purchase and use of an innovation are consistent with the individual’s and group’s values or beliefs,

the more rapid the diffusion.

100. There are several types of groups that share a set of norms, values, or beliefs. Discuss any three of them.

7-41

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: manual

Learning Objective: 07-01 Explain reference groups and the criteria used to classify them.

Topic: Types of Groups

101. Describe the four types of consumption subcultures and their importance for marketing.

Explanation:

The four types of consumption subcultures and their importance for marketing are:

102. Consumers interact with social media for four reasons other than entertainment or marketing. Name them.

Explanation:

Other than for entertainment or marketing, consumers interact with social media for these reasons:

103. You are a marketing manager and want to use the power of reference groups to influence consumers. Reference

group influence can take three forms. Name and describe each, and explain how you could use each type of

104. Discuss the five determinants of the degree of reference group influence on a consumer.

Explanation:

105. Compare and contrast the categories of innovations, and give an example of each.

Explanation:

Any new product can be placed somewhere on a continuum ranging from no change to radical change, depending on

the target market’s perception of the item. This continuum is often divided into three categories or types of

innovations:

106. When Apple first came out with the video iPod, it allowed users to download video content from the Internet.

Very soon after the introduction of this innovation, television shows were made available for consumers to purchase

or to obtain for free. This brought about a rather radical change in the way viewers consumed television, and some

predicted it would create significant changes in the business model for television networks and program producers.

Discuss five of the many factors discussed in the chapter that influenced the spread of this innovation.

Explanation:

The rate at which an innovation is diffused is a function of the following 10 factors, and students can discuss any

five of them:

7-44

of McGraw-Hill Education.

Learning Objective: 07-06 Discuss innovation diffusion and use an innovation analysis to develop marketing strategy.

Topic: Diffusion Process

Chapter 07 Test Bank Summary