Chapter 7

How do marketers create buzz? (Select all that apply)

by sponsoring popular events tied to a product by providing opinion leaders product samples in advance by using product placement by limiting the supply of a product

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a specific product class, brand, or consumption activity is known as a(n)

consumption subculture

A market maven is a type of opinion leader who provides

crucial amounts of information to members of his or her group across an extensive range of products.

What do marketers use to overcome diffusion inhibitors?

diffusion enhancement strategies

An analysis of an innovation from the perspective of a target market indicates potential obstacles called

diffusion inhibitors

They are often opinion leaders who are willing to take a calculated risk on an innovation but are worried about failure.

early adopters

They tend to be cautious about innovations and adopt them soon, but only after they have been proved successful with others.

early majority

______ is the most salient characteristic of opinion leaders as it leads to enhanced experience with and knowledge about a product category or activity.

enduring involvement

true or false: most people only belong to one group at a time

false

who are market mavens

generalized market influencers

In the context of characteristics of groups, primary groups ______ than secondary groups.

influence an individual's behavior more

_____ are generalized market influencers that are well-versed in technology and electronics, use multiple media devices at the same time, seek out and write online reviews and have influence in areas other than technology.

influentials

Debra recently visited a friend's house where she noticed a lot of beauty products belonging to a brand she had never heard of—Shimmer. The next time she went to a store, she decided to buy Shimmer products, just to try them out. What kind of reference group influence does this scenario most likely depict?

informational influence

this occurs when a person utilizes the opinions and behaviors of a reference group as the most probable pieces of information

informational influence

what are the three forms of reference group influence?

informational, normative, identification

The first person to adopt an innovation is a(n) ______, while the last person to adopt an innovation is a(n) ______.

innovator; laggard

They are venturesome risk takers who are capable of absorbing the social and financial costs of adopting an unsuccessful innovation.

innovators

They are usually dogmatic and oriented toward the past, engaging in limited social interaction and adopting innovations with reluctance.

laggards

They tend to be skeptical about innovations and adopt them mostly in response to decreased availability of a previous product or social pressures.

late majority

Special Fx, a gaming company, created a fake account on a social networking website, through which it gives rave reviews of its own products. Which guiding principle for using social media has Special Fx not followed in this scenario?

maintaining transparency

they involve strong social ties and frequent interaction and include friends and family

primary groups

Consumption subcultures have a set of shared values or beliefs; an identifiable, hierarchical social structure; and unique rituals, jargon, and modes of symbolic expression. Therefore, they act as ______ for their members.

reference groups

they involve weak social ties and infrequent interaction and include professional and neighborhood associations

secondary groups

Sampling, or _____, refers to marketers giving free samples of a product to potential consumers.

seeding

this involves having widely acknowledged opinion leaders recommending a product or a brand in an advertisement

simulation

viral marketing often involves

social media

In the diffusion process, purchase behavior that involves a product being purchased with some degree of regularity is referred to by the term

spread

this involves themes that encourage current owners of a brand to talk about their impressions of the brand, preferably to prospective owners

stimulation

What determines the degree of innovation of a product?

the changes required in the behavior of a consumer

Which of the following make the diffusion process for an innovation faster?

the innovation easily having a low-cost trial the innovation's positive effects being easy to observe the innovation being perceived to meet a need better than existing methods

reference group influence is strongest when

the use of a product is highly visible to a group

What effect do referral reward programs, used by retailers, have on consumers?

they are effective in generating positive word-of-mouth

Why would a salesperson use the Asch phenomenon in personal selling?

to ensure maximum positive responses from potential customers

why do marketers often position products as appropriate for group activities

to use reference group influence to target consumers

Generally speaking, from a marketing standpoint, dissatisfied consumers are

twice as likely to tell people about their negative experience

An online strategy that uses electronic communications to trigger brand messages throughout a widespread network of buyers is known as

viral marketing

When can product sampling become a potent WOM (word-of-mouth) tool?

when it involves known opinion leaders

When is an individual most likely to conform to the norms of a reference group?

when the individual engages in an activity relevant to the group's functioning when the individual lacks personal decision confidence when the individual feels a high level of commitment to the group

Clarissa just wrote a glowing review on Yelp about her visit to a new restaurant in town. She also posted pictures of the meals she and her friends ate on her Instagram page with the hashtag #yummy. This best exemplifies

word-of-mouth communication

Individuals sharing information with each other in a verbal form, including face-to-face, phone, and the Internet is referred to as

word-of-mouth communications

What happens in the Asch phenomenon?

A person becomes most likely to agree with the judgment of others due to social pressure.

What is the main reason for firms employing a moving target market approach to marketing innovations?

An innovation's earlier purchasers differ from its later purchasers.

Select the five adopter categories in the adoption process.

Innovator Early majority Late majority Laggard Early adopter

Which person is most likely to conform to group norms? Jhondi likes playing in the community orchestra, but finds it hard to participate since she travels frequently for work. Dustin is confident in his ability to purchase a new car, so even though he asks for his friends' opinions, he will trust his gut instinct. Ramon meets with his friends to play basketball just for fun, so he does not care that he doesn't have proper basketball shoes. Jayla meets with a business professional group without fail every week and always dresses appropriately.

Jayla meets with a business professional group without fail every week and always dresses appropriately.

Reference group influence is strong when

an item is not a necessary purchase.

What four variables does your text use to classify groups? attraction strength of social tie group goal group size type of contact membership

attraction, type of contact, membership, strength of social tie

Place the steps of the adoption process in order with the first step at the top of your list and the last step at the bottom of the list.

awareness interest evaluation trial adoption

A nongeographically bound community that is 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 is known as a(n) ________ __________.

brand community

People who own Harley-Davidson motorcycles are passionate about the brand. To them it represents a way of life. Owners connect with other riders from around the country, wear certain types of clothing, and participate in group rides. Thus, Harley Davidson can be thought of as a

brand community

Which of the following are guiding principles for marketers who wish to effectively utilize online social media? maintaining transparency being a part of the community taking advantage of the unique capabilities of each venue pretending to be market mavens through social websites hiding any material connection to bloggers

maintaining transparency being a part of the community taking advantage of the unique capabilities of each venue

Percy is considered to be an opinion leader. He searches for information from the mass media as well as from other people and then passes the information on through social media channels to his friends and groups to which he belongs. This represents a ______ flow of communication

multistep

Nathan's company recently hired a new sales representative. In order to welcome and impress his new colleague, Nathan has extended a dinner invitation to the fanciest and priciest restaurant in town. What kind of reference group influence does this scenario most likely depict?

normative influence

Which type of reference group influence usage, while creating advertisements, has raised the most ethical concerns since it plays on people's insecurities and fears?

normative influence

the occurs when a person fulfills group expectations in order to either obtain a direct reward to avoid from a sanction, and it is also called utilitarian influence

normative influence

identification influence

occurs when a person incorporates a group's values and norms, and it is also known as value-expressive influence

A community that interacts over time around a topic of interest on the Internet is known as a(n)

online community

Goodreads is a website devoted to book lovers. Members can converse with each other, offering book reviews and book recommendations. For its members, Goodreads is an example of a(n)

online community

facebook, twitter, and linkedIn are all forms of

online social network sites

A web-based service that allows individuals to construct a public or semipublic profile within a bounded system, articulate a list of other individuals with whom they share a connection, and view and traverse their list of connections and those made by others within the system is known as a(n)

online social networking site

An individual who actively interprets, filters, or provides product and brand-relevant information to that person's friends, family, and colleagues is known as a(n

opinion leader

Dylan knows all things "technology-related." He is constantly up on the latest products and researches product information all the time. Because of this, his family and friends go to him when they seek advice on technology products. Dylan would be considered a(n)

opinion leader

What percentage of consumer purchases are estimated to be influenced by word-of-mouth communications?

over 80 percent