MKG310: Ch.7

_____ is defined as the exponential expansion of word-of-mouth.

Buzz

Which type of participants in social media tend to be older, are online but don't participate in social media

Inactives

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) _____.

aspiration reference group

A non-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 is known as a _____

brand community

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

When consumer input is requested by firms online it is called:

crowdsourcing

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

diffusion process

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

group

Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of influence does the Church possess with respect to Valerie and her family?

identification

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) _____.

market maven

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

normative

Which type of group includes family and friends and involves strong ties and frequent interaction?

primary group

Which of the following is NOT an adopter category?

procrastinators

Brand communities can deliver value-creating activities by _____.

social networking community engagement brand use impression management

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

two-step flow of communication