CB EXAM 2 CHP 7

consumer-generated content helps brands do which of the following

?

signing up to receive an email on a brand's website is an example of

?

the exchange of advice and information between group members can occur

?

what percentage of consumers believe consumer generated content is the most authentic form of all content

?

which of the following is a characteristic of a consumption subculture? a. an identifiable, hierarchical social structure b. a set of shared beliefs or values c. unique jargon, rituals, and modes of symbolic expression

a, b, c

lululemon's strength of brand can be attributed to its

ability to bond with its customers and the community

when purchasing an innovation, individual consumers presumably go through a series to distinct steps or stages known as the

adoption process

brand communities can deliver value-creating activities by

all of the above

which criterion is used to classify groups?

all of the above

which of the following is a factor affecting the spread of innovations?

all of the above

which of the following is a factor determining a reference group's influence on a consumer?

all of the above

normative influence occurs when

an individual fulfills group expectations to gain a direct reward or to avoid a sanction

a person who consistently filters, interprets, and/or provides information to other group members is

an opinion leader

in experiments, the power of groups to influence an individual to agree with the incorrect judgement fo the others is known as the

asch phenomenon

individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. this type of group is referred to as a

aspiration reference group

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 is she has 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

aspiration reference grup

companies like Samsung can be fines for buying positive online reviews of themselves and negative reviews of their competitors. This practice of buying "fake" reviews is known as

astroturfing

yoga instructor and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon clothing. these __________ promote the lululemon brand and encourage others to purchase lululemon merchandise.

brand ambassadors

which of the following statement is true regarding brand communities

brand communities create value through a set of activities that create brand engagement

a nongeographically 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

a _________ is a gathering of owners and others for the purposes of interacting with one another on the contest of learning about and using the brand

brand fest

the mini getaway tour, in which owners of mini coopers gather for the purposes of interacting with one another in the contest of learning about and using their mini coopers, are examples of a

brand fest

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

buzz

primary groups are

characterized by frequent interpersonal contact.

market mavens are more likely than the rest of the population to engage in which of the following behaviors

compare prices

which factor affecting the spread of innovations refers to the consistency with the individuals and groups values or beliefs

compatibility

todd purchased a harley-davidson motorcycle because he identifies himself with what he feels is the typical owner of a harley. many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the right kind of person to own this brand. which characteristic of brand communities does this illustrate?

consciousness of kind

online information created by social media users about a brand to inform consumers in known as

consumer generated content

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

consumer generated content

which of the following statements is FALSE regarding word-of-mouth communications?

consumers generally trust advertising as much as they do WOM

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is

consumption culture

which of the following statement is false regarding consumption subcultures

consumption must be shared physically to be a shared ritual that creates and sustains a group

harley-davidson motorcycle owners that join a harley group, jeep owners that attend events sponsored by jeep, and star trek trekkies are examples of

consumption subcultues

a distinctive subgroup of society that self-selects on the bases of a shared commitment to a particular product class, brand, or consumption activity if known as a

consumption subculture

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

continuous innovation

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

creator

potential obstacles to rapid market acceptance of an innovation are known as

diffusion inhibitors

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

diffusion process

bob is somewhat of a loner in high school. he really despises the school jocks that seem to be involved in every sport. he doesn't want anything to do with them or be like them in any way. to bob, the group of students who represent the school athletes is a

dissociative reference group

groups with negative desirability are referred to as

dissociative reference groups

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

dynamically continuous

which of the following characterizes opinion leaders?

enduring involvement in the product or activity

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

false

advertising can stimulate and simulate word-of-mouth but not opinion leadership

false

an e-community is a community that interacts over time around a topic of interest on the internet

false

brand communities are relevant for basically any type of products

false

buzz is generally supported by large advertising budgets

false

consumers do not believe consumer-generated content is authentic

false

generalized market influencers are referred to as opinion leaders

false

positive experiences are more powerful motivators of WOM than are negative experiences

false

roughly half of inline teens report using social networking sites

false

the constant flow of communication occurs when one person receives information from the mass media or other sources and passes is on to others.

false this is two-step flow

identification influence is also called informational influence

false, its also called value-expressive influence

market mavens then to be middle-aged shoppers with great influence over older, lower income shoppers

false, market mavens tend to be younger, with slightly higher household income than general US population

E-gossip is an online "pass-it-along" marketing strategy

false, viral-marketing is the pass it along

attraction is a group classification variable that refers to the closeness and intimacy of the group linkages

false, strength of social ties if the group classification

the top reason consumers want to interact with firms on social media is to be entertained

fasle

tara is a marketing professor and is a member os the american marketing association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. the purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. the american marketing associate is an example of a

group

two of more individuals who share a set of norms, values, or belief and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as

group

nonconventional marketing activities that use a limited budget and can increase buzz are known as

guerilla marketing

in which situation is the likelihood of an individual seeking an option leader high?

high product/purchase involvement and low product knowledge

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

high-involvement purchase situation

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 consisten with the churches 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

which type of reference group influence occurs when individuals have internalized the groups values and norms?

identification

jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, phi chi theta, in which he is a member. when the business meeting was conducted, parliamentary procedure was used, and jamarcus was not familiar with this. thus, he looked to the others to learn how he should behave in this situation. what type of influence does this reference group exhibit>

informational

which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits on information

informational

which type of reference group influence do marketers use when developing advertisements?

informational, normative, identification

which adopter group represents the first 2.5 percent to adopt an innovation?

innovators

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

laggard

Rayna provides a significant amount of information to others across a wide array of products, including durables and non durables, services, and store type....

market maven

some individuals have information about many different kinds of products, places to shop, and others aspects of markets. They can be considered a special type to opinion leader and are known as

market mavens

twitter is an example of a

micro-blogging tool

several consumers rely on information they obtain from others they wee as knowledgeable about specific product they are interested in purchasing as well as information they learn from marketing communications and other people that are not experts in the product category. which type of communication flow does this represent?

multistep

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.

multistep

amie usually wears a uniform to her catholic school, but on the first friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. amia loves to shop and has plenty of fashionable clothes, but on these free dress day, she usually wears blue jeans, a t shirt, and athletic shoes. her mother asked her why she doesn't wear her nice clothes, and amie told her that she would be made fun of at school. which type of influence do the other students have on amie

normative

which type of reference group influence occure when an individual fulfills group expectations of gain a direst reward of to avoid a sanction>

normative

which of the following is not a criterion used to classify groups?

number of members

jill is a breast cancer survivor. she posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. she and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem. jill is participating in a

online community

which type of community interacts over time around a topic of interest of the internet?

online community

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....

opinion

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 an

opinion leader

individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as

opinion leaders

which of the following is not a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

angie is a teenager, living at home with her parents and two brothers. even though she wants to venture out more on her own, her parents will not allow is, and she obeys their wishes. her family represents a

primary group

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

which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior?

reference group

samantha and greg have owned an MG for several years and enjoy taking road trips through the rockets with other MG owners every year. which characteristic of brand communities does this illustrate?

rituals and traditions

for which product catergory would a reference group's influence be strongest

running shoes

as a marketing major, stan is a collegiate member of the american marketing association. this association holds a conference every year, and he did attend it one year. while this is a group he belongs to, his ties to other members are relatively weak and his interaction is infrequent. which type of group is this?

secondary group

which type of group includes organization such as professional associations an neighborhood associations that involve relatively weak ties and less frequent interaction among its members

secondary group

product sampling is sometimes called

seeding

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

stimulating

with respect to advertising, ___________ opinion leadership can involve presenting the results to surveys showing that a high percentage of either knowledgable individuals or typical users recommend the brand

stimulating

which group classification variable refers of the closeness and intimacy of the group linkages

strength of social tie

whether or not a new idea, practice, or product is an innovation is determined by

the perception of the potential market

a reference group is a group whose presumes perspectives or values are being used by an individual as the basis for his or her current behavior

true

adoption os a discontinuous innovation requires major changed in behavior of significant importance to the individual or group

true

brand ambassadors are paid users of a product to encourage others to become consumer of a giver brand

true

buzz marketing is known as the exponential expansion of WOM

true

enduring involvement leads to enhanced knowledge about and experience with the product category or activity

true

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

true

group influence is when the use of the product or brand is visible to the group

true

reference group influence can take three forms: informative, normative, and identification

true

the adoption precess is the series of steps or stages a consumer goes through when purchasing an innovation

true

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

true

A group is broadly defined as

two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defines relationships to one another such that their behavior is interdependent

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 communications

normative influence is sometimes referred to as _________ influence

utilitarian

identification influence is also called __________ influence

value-expressive

which of the following is an online "pass -is-along" strategy

viral marketing

in which of the following consumption situations will a reference groups influence be strongest/

when the use of the product of brand is visible to the group

clara had an unpleasant experience at a local restaurant at lunch one day. she went back to work and told her coworkers about this experience, and many of them said they would never go back to that restaurant, which type of communication is this an expample of?

word-of-mouth

which type of communication involves individuals sharing information with other individuals in verbal form including face to face, phone, and the internet

word-of-mouth