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marketers
Topic: Communications Within Groups and Opinion Leadership
52.
Vicki likes to visit a social network site called Fanfiction.com and read the stories that others
post on this site. She doesn't really visit very often, and she has never posted a story on this
site. Vicki is which type of social media participant?
53.
Which of the following statements is FALSE regarding word-of-mouth (WOM)
communications?
54.
Individuals who filter, interpret, or provide product and brand-relevant information to their
family, friends, and colleagues are known as _____.
55.
John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a
tablet 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) _____.
56.
The process of one person receiving information from the mass media or other sources and
passing it on to others is known as the _____.
57.
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.
58.
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?
59.
The exchange of advice and information between group members can occur _____.
60.
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 more than $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) _____.
61.
In which situation is the likelihood of an individual seeking an opinion leader high?
62.
Which of the following characterizes opinion leaders?
63.
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) _____.
64.
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 _____.
65.
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) _____.
66.
According to Roper Starch (a market research company), the 10 percent of the population that
have broad social networks that allow them to influence the attitudes and behaviors of the
other 90 percent of the population are called _____.
67.
_____ represent about 10 percent of the adult online community, but their influence is
extensive as they communicate news, information, and experiences to a vast array of people
both online and offline.
68.
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.
69.
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.
70.
Nonconventional marketing activities that use a limited budget and can increase buzz are
known as _____.
71.
_____ is defined as the exponential expansion of word-of-mouth.
72.
Which of the following is an online "pass-it-along" strategy?
73.
Twitter is an example of a _____.
74.
Several girls in the ninth-grade class at a small private school maintained an online journal. In
this journal, some negative comments about the school were made, and the principal made
them discontinue this online journal. The principal was concerned because anybody can read
these comments as long as they know the address. Personalized online journals where people
and organizations can keep a running dialogue such as the one illustrated here are known as
_____.
75.
Whether or not a new idea, practice, or product is an innovation is determined by _____.
76.
Adoption of which type of innovation requires relatively minor changes in behavior or changes
in behaviors that are unimportant to the consumer?
77.
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.
78.
When purchasing an innovation, individual consumers presumably go through a series of
distinct steps or stages known as the _____.
79.
The manner in which innovations spread throughout a market is referred to as the _____.
80.
Which of the following is a factor affecting the spread of innovations?
